BOSTON – The market is undergoing an intense transformation, in the opinion of Keiko Mori, head of creative product marketing at TikTok for Latin America. She participated in an event promoted by MBA Brasil in Boston, United States, and explained how brands should approach the influencer market.
“Before, brands built their own reputation, but today, the poor thing, the brand doesn’t own its own reputation. It’s the people who make that reputation, those who talk about a certain product, how they talk and where they talk,” he said.
According to Keiko, this reputation now extends to influencers, and TikTok is proof of this: “Because it is a platform that opens up markets a lot and is now launching fashion, wellness and health trends. Before, discoveries were made on Google; now, they start on TikTok, and this has a cultural impact.”
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At the same time, platforms like TikTok, as Keiko explained, depend on an accurate reading of market movements: “It is necessary to adapt to the location, which is why, for example, TikTok Shop took a long time to enter Brazil.”
“We began to understand that the Western market requires more calm and caution,” he said.
The Chinese platform sees great value precisely in the influencer market. “The company is built 50% around brands and 50% around creators. We give the same attention and weight to both.”
Given this scenario, there are nuances in the app that differ from other social networks: “Sometimes, we see creators complaining that they have better numbers on Instagram, but that they don’t translate to TikTok. That’s because it’s another language, another language even between the two platforms; it’s not enough to just upload the same content.”
Keiko argues that “brands need to be vulnerable”: “The TikTok community doesn’t want perfection, it wants authenticity.”
Keiko Mori participated in the fourth edition of the MBA Brasil Conference. This year, 300 Brazilian students were present at the MIT Media Lab, in Boston, and attended lectures on topics such as artificial intelligence, market transformations, sustainability, digital transformation and much more.
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*The reporter traveled at the invitation of MBA Brasil
