Marketing in the Short-Video Landscape

Pro Tips and Techniques for TikTok, Instagram Reels, and Other Social Entertainment Platforms

Executive Summary

To be successful in the short-video landscape, marketers must be strategic. Instead of focusing on only one venue, they should use a logical, structured approach that incorporates their goals and objectives for branding, social media marketing, influencer marketing, and video marketing.

Why should marketers take a holistic approach to short-video marketing?

Short-video venues will be a lasting part of the social media marketing landscape. With the dramatic rise of TikTok, as well as the growing number of similar offerings from both the traditional social platforms and standalone apps, businesses must determine their strategy for incorporating this form of marketing.

Which teams should be involved in short-video marketing?

Short-video venues sit at the intersection of social media, influencer marketing, and digital video, which means that a successful approach will combine expertise from teams across these areas.

What first steps should marketers take before launching a major initiative on a short-video platform?

The most important step is to figure out your brand voice. From there, learn about the pros and cons of user-generated content (UGC) and take time to understand the differences between the short-video venues. (Spoiler alert: They’re not all the same.)

What steps come next?

After laying the groundwork, the next steps involve incorporating short-video marketing into a brand’s existing organic social media, video, and influencer marketing plans, as well as considering the role of paid advertising. Some companies will also want to bring social commerce into the mix.

WHAT’S IN THIS REPORT? This report provides a framework for developing and executing marketing initiatives across the short-video landscape. It also features advice and examples from experienced marketers.

KEY STAT: Among worldwide retailers, more than one-third said they buy ads on TikTok.

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    Table of Contents

    1. Executive Summary
    2. A Framework for a Holistic Approach
    3. Getting Started
    1. Bridging Organic, Influencer Marketing, Paid Ads, and Ecommerce
    2. Key Takeaways
    3. Insider Intelligence Interviews
    1. Read Next
    2. Sources
    3. Media Gallery

    Interviewed for This Report

    Candice Beck
    Chipotle Mexican Grill
    Senior Manager, Social and Digital
    Interviewed January 15, 2021
    Bonin Bough
    Chief Growth Officer
    Interviewed January 21, 2021
    Gayitri Budhraja
    e.l.f. Cosmetics
    Vice President, Brand
    Interviewed February 2, 2021
    Audra Carson
    Post Consumer Brands
    Senior Director, Integrated Marketing Communications
    Interviewed January 22, 2021
    Shamsul Chowdhury
    Vice President, Paid Social
    Interviewed January 6, 2021
    Simon de Beauregard
    Pernod Ricard
    Global Director
    Interviewed January 11, 2021
    Michael Dobson
    Horizon Media
    Vice President, Social Media Strategy and Buying
    Interviewed January 11, 2021
    Paul Donato
    Advertising Research Foundation
    Chief Research Officer
    Interviewed January 21, 2021
    Lindsey Gamble
    Innovation Strategist
    Interviewed January 14, 2021
    Sandie Hawkins
    General Manager, US Global Business Solutions
    Interviewed January 14, 2021
    Matt Higgins
    Blue Hour Studios
    Vice President, Strategy
    Interviewed January 19, 2021
    Mary Keane-Dawson
    Group CEO
    Interviewed January 21, 2021
    Kolin Kleveno
    Senior Vice President, Addressable Media
    Interviewed January 20, 2021
    Mike Lu
    Interviewed January 29, 2021
    Ross McCormack
    Havas Media Group
    Vice President and Director, Social Strategy
    Interviewed January 19, 2021
    Sean Naegeli
    Co-Founder and Chief Influencer Officer
    Interviewed January 14, 2021
    Eric Petersen
    Weber Shandwick
    Senior Vice President, Platform Strategy
    Interviewed January 21, 2021
    Victor Potrel
    TheSoul Publishing
    Vice President, Platform Partnerships
    Interviewed January 12, 2021
    Peter Sellis
    Snap Inc.
    Senior Director, Product
    Interviewed January 22, 2021
    Vishal Shah
    Vice President, Product
    Interviewed January 14, 2021
    Vikram Sharma
    Interviewed February 2, 2021
    Rogier Vijverberg
    Founder and Executive Creative Director
    Interviewed January 14, 2021
    Allie Wassum
    Vice President and Group Director, Social Strategy
    Interviewed January 14, 2021
    William White
    Interviewed January 14, 2021
    Maria Wollenburg
    Manager, Social Media and Content
    Interviewed January 14, 2021

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    Debra Aho Williamson


    Blake Droesch
    Junior Analyst
    Jasmine Enberg
    Senior Analyst
    Nina Goetzen
    Zach Goldner
    Junior Forecasting Analyst
    Chris Keating
    Director, Research
    Natalie McGranahan
    Senior Researcher and Taxonomy Manager
    Oscar Orozco
    Director, Forecasting
    Melissa Rosenberg
    Senior Researcher
    Lauren Ruhlen
    Audrey Schomer
    Senior Analyst