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TikTok’s Fahad Osman: “embrace the unpredictable, be prepared to pivot”

Opinion • Chiara Manco, April 2021

Fahad Osman, Regional Director, Global Business Marketing, METAP at TikTok, will be judging the 2021 WARC Prize for MENA Strategy. Here, he talks to WARC’s Chiara Manco about how marketers can respond to consumers’ needs, the importance of letting go of control to remain agile, and the value of empathetic insight.

How Arby’s transformed one TikTok video in a viral triumph

Article • Stephen Whiteside, Event Reports, SXSW, March 2021

Arby’s, the quick-service restaurant chain, scored a viral success on video-sharing app TikTok by seizing on an unusual marketing opportunity.

TikTok and UEFA enter the stadium: What it means for brands

Article • Anupam Gupta, WARC Exclusive, April, 2021

This article considers the opportunities to engage football fans on TikTok.

TikTok content creators: The new kings and queens of social

Article • Mukta Lad, Event Reports, Meltwater APAC Digital Summit, March 2021

Content creators on TikTok are disrupting the world of marketing and media, and attracting the attention of Gen Z and millennials.

Retailers planning to spend more on Facebook and Twitter advertising in 2021

Data • Cinzia Petio, WARC Data Points, April 2021

An overview of social media planning for 2021 in the retail sector.

Sports media and Netflix see success on TikTok

Data • Rob Clapp, WARC Data Points, March 2021

An overview of TikTok engagement across different account categories.

45% of influencer marketers use TikTok, ahead of Facebook

Data • Rob Clapp, WARC Data Points, March 2021

An overview of different social platforms used for influencer marketing campaigns.

How do shoppable formats fit into the media plan?

Article • Jin Kim, WARC Exclusive, March 2021

Details what advertisers need to know about shoppable media.

쇼핑 가능 미디어(Shoppable media)에 대한 WARC 가이드

Article • WARC Best Practice, March 2021

쇼핑 가능 미디어에 대한 새로운 사고 및 모범 사례 요약.

Study: TikTok UGC videos about brands outperform other video ad types

Article • Realeyes, Research on WARC, February, 2021

Study across 11 brands using emotional analysis from Realeyes, comparing viewer responses to four different video types for each brand: TikTok user-generated content (UGC) videos, TikTok ads, Facebook ads and conventional ads.

TikTok leads the social pack as user activity doubles

Data • Rob Clapp, WARC Data Points, January 2021

An overview of the growth in consumption per user of major social apps in 2020.

Rethinking brand safety with Gen Z

News • 24 December 2020

The emerging Gen Z segment has distinct preferences and is not impressed by established marketing plays.

Walmart and TikTok partner for shoppable live-streamed event

News • 21 December 2020

US retail giant Walmart and TikTok, the video-sharing platform that is hugely popular among young consumers, are joining forces to test a feature that will enable TikTok users to shop for Walmart fashion items without having to leave the app.

New digital activities likely to last in Japan

Data • Rob Clapp, WARC Data Points, December 2020

An overview of new digital activities in Japan during the coronavirus (COVID-19) outbreak.

Z세대가 왔다. 이제 브랜드들은 통제권을 내려놓을 줄 알아야 한다

Article • Low Lai Chow, Event Reports, IAB SEA+India Re:Volve Webinar Series, October 2020

IAB SEA+ India 웨비나에서는 Z세대 소비자와 더 원활하게 연결되기 위해 브랜드가 어떻게 사고 방식을 바꾸어야 하는지 설명했다.

ByteDance and Kuaishou account for nearly one-quarter of mobile activity

Data • Rob Clapp, WARC Data Points, December 2020

An overview of mobile activity in China between 2019 and 2020.

글로벌 광고 트렌드: 2020/21 업계 현황

Data • James McDonald, Rob Clapp, WARC Data, November 2020

본 리포트에는 2020/21의 광고 투자, 미디어 소비 및 비용 인플레이션을 중심으로 한 WARC 데이터 플랫폼의 최신 리서치가 요약되어 있다. 주요 리서치 결과에는 아래와 같은 내용이 포함된다.

TikTok's audience boost from COVID likely to last

Data • Rob Clapp, WARC Data Points, November 2020

An overview of TikTok's audience growth during the coronavirus (COVID-19) outbreak.

The Marketer's Toolkit 2021: Navigate through uncertainty

Article • WARC Exclusive, November 2020

The Marketer’s Toolkit 2021 is a guide to six major challenges facing brands in the year ahead.

TikTok influencer posts doubled in first half of 2020

Data • Rob Clapp, WARC Data Points, November 2020

An overview of sponsored post content on TikTok, Facebook, Instagram, Twitter and YouTube in the first half of 2020.

The Social Reset: The irreversible transformation of social media’s role in our lives

Opinion • Mobbie Nazir, November 2020

Six key trends on how people’s use of social media is changing from We Are Social’s Think Forward 2021 report – Chief Strategy Officer, Mobbie Nazir, explains.

What we know about marketing on TikTok

Article • WARC Best Practice, October 2020

Explores the latest best practice guidance around using TikTok, a mobile video app, as a platform for marketing communications.

#prettypackaging and #DIY are most popular TikTok packaging hashtags

Data • Rob Clapp, WARC Data Points, October 2020

An overview of the hashtag performance on TikTok packaging and unboxing videos.

TikTok: Ten lessons for brands creating Hashtag Challenges

Article • Alex Brownsell, WARC Exclusive, October 2020

Research from TikTok and Kantar on how to create effective branded Hashtag Challenges.

TikTok experiences surging growth in Europe

News • 04 October 2020

TikTok, the short-form video-sharing social network, is recording phenomenal growth in western Europe as more people seek entertainment during lockdowns that have been imposed to combat the coronavirus pandemic.

The Marketer's Toolkit 2021: Navigate through uncertainty

Article • WARC Exclusive, November 2020

The Marketer’s Toolkit 2021 is a guide to six major challenges facing brands in the year ahead.
The WARC Guide to e-commerce and the future of effectiveness

Article • WARC Best Practice, August 2020

A summary of new thinking and best practice on e-commerce and the future of effectiveness, from the WARC Guide.
What we know about social media effectiveness

Article • WARC Best Practice, June 2020

Explores the current thought and writing on social media effectiveness so that marketers can identify the best channels to meet the brand’s objectives.
What's working in social

Article • WARC Category Intelligence, July 2020

Global strategies, campaign updates and trends in social.
What we know about e-commerce and social commerce

Article • WARC Best Practice, December 2020

This article provides marketers with information and guidance about connecting marketing communications directly with the opportunity to purchase and facilitating seamless online purchases.
Carat Trends 2021: The year of emotionally intelligent marketing

Article • Research on WARC, January 2021

This paper provides a starting point for you to think about ways that you can build smart, emotionally intelligent experiences for people in 2021.