Webinar | TikTok® Marketing From Experiment to Strategy

May 5, 2021

Our recent 2021 TikTok® Benchmarks and Strategy Guide for Brands showcased unequivocally that TikTok® has become a significant focus for brands in the past year. Our research looked at over 900 individual brand accounts and saw accounts like Overtime, Guinness World Records, and UN Refugees leading their categories for most followed accounts within the sports media, brands, and nonprofit categories.

Join us May 12, 2021 as Conviva’s own short form marketing expert Mike Metzler hosts a webinar with three of the biggest brands on TikTok® to discuss what happens when your social TikTok® experiment turns into a formal social strategy.

During this webinar we’ll talk about how the social teams at Overtime, Guinness World Records, and Refugees have moved out of the experimental stage, into recognizing TikTok® as an extension of their social brand identity. The panelists will discuss:

  • How their approach to TikTok® has evolved
  • TikTok® monetization options and strategies
  • How TikTok® has impacted their other social channels
  • How they think brands will utilize TikTok® in the future
  • Using TikTok® as a funnel for off-app content and KPIs

Our panelist include:

Tom Weingarten

Tom Weingarten is currently Head of Social Media at Overtime, leading brand for the next generation of sports fans, with almost 50 million social media followers and 1.7 billion video views per month.

Weingarten has grown Overtime’s social media channels from 0 to almost 50 million followers in under five years. This includes Instagram, Twitter, YouTube, Snap, Facebook, and TikTok®. Weingarten, along with his team, work around the clock capturing content, writing social posts, and messaging fans across all 50+ Overtime social media accounts on a daily basis.

Through Overtime’s quick growth on social media, Weingarten and his team have maintained Overtime’s unique voice, resulting in high engagement which has been key to the company’s continued success.

Dan Thorne

Dan Thorne is Guinness World Records’ Senior Social Media Manager and is responsible for content curation and community management across all GWR’s social channels. Since joining the company in 2013, Dan has helped grow GWR’s social audience significantly, focusing on the vast archive of content from TV, publishing and user generated footage from record attempts. Best job in the world? Possibly.

Dimple Vijaykumar

Dimple is an award-winning Social Media Manager at UNHCR, the UN Refugee Agency. She leads on social media strategy, content production, and online projects in relation to UNHCR’s Goodwill Ambassadors, High Profile Supporters, and influencers – all of whom help raise crucial funds for and awareness of the global displacement crisis.

She was previously at the British Red Cross where she helped transform their social media presence during their busiest year since WWII, working on multiple national + international emergencies and campaigns – including the Manchester terror attack and subsequent One Love Concert, the Grenfell Tower fire, natural disasters in the US, Mexico, Bangladesh and others, as well as the Syrian conflict. She currently spends all her time on cottagecore TikTok, and her favorite Facebook group is ‘Dogspotting.’

Mike Metzler – Host

Mike Metzler is a Sr. Digital Marketing Manager at Conviva and author of Conviva’s annual TikTok® Benchmarks and Strategy Guide for Brands. Mike is also a social media manager and has nearly a decade of experience consulting on social strategy for leading brands worldwide.

If you are interested in attending this webinar, click the button below.