Ep 08 - How To: Become a TikTok Billionaire (2020) with Evan Horowitz

In June of 2020, we sat down with Evan Horowitz, the founder of Movers+Shakers, as he discussed the buzz of TikTok and the unique opportunities it offered. TikTok is a fast-growing and quick-changing platform, but Evan hits some key principles and strategies for how brands can win on the platform, that are still implementable today. 

TikTok is the fastest-growing social platform ever, and the window is still open for brands to get in on the ground floor. Come learn from Movers+Shakers, the agency that produced the #eyeslipface challenge for e.l.f. comestics. As the fastest-growing TikTok campaign of all time, #eyeslipface attracted 3 MILLION user-generated videos, 5 BILLION views, and unsolicited celebrity participation from Ellen, Reese Witherspoon, Jessica Alba, Kevin Hart, Howie Mandel, and more.

Here’s What We Discussed: 

• [03:15] TikTok 101: How to WIN as a brand on TikTok 
• [04:14] Evan introduces Movers+Shakers and how they positively impact the creative space by spreading joy
• [08:44] The window of opportunity TikTok offers with its growing users and unprecedented reach  
• [13:25] Key things you should know as a marketer about TikTok and why it stands out among other platforms
• [18:43] FOUR main ways brands are entering TikTok – Creating a brand channel, influencer campaigns, in-feed ads, viral hashtag challenges 
• [32:44] Where do I start? Some next steps and practical tips to get started on TikTok
• [34:42] How can more ‘serious’ companies thrive on a platform that seems to be all about fun? 
• [38:31] How do you leverage and maximize a video that’s beginning to go viral? 
• [40:42] How can brands with small budgets make original music or buy licenses to participate in trends?  
• [43:26] How to create a viral campaign 
• [44:37] Creating serious or sensitive content on TikTok 

About Evan 

Evan Horowitz, founded Movers+Shakers with a mission to spread joy. They have quickly become the #1 fastest-growing marketing agency in the world (as measured by Adweek). Brands hire them to connect them to culture and drive buzz and relevance. They work across social with a focus on emerging platforms & technology, from TikTok to the Metaverse.

Fast Company named Movers+Shakers one of the world’s “Most Innovative Companies,” Glossy calls us “the TikTok whisperers,” and Inc. Magazine ranked them the 78th fastest-growing company in the United States.

Evan is an Entrepreneur-In-Residence at Harvard Alumni Entrepreneurs and holds an MBA from Harvard Business School and a BS Engineering from Stanford. For Evan’s industry insights, follow him on LinkedIn.

About Our Moderator

Anish Shah is the CEO & Founder of executive search agency Bring Ruckus. Anish has worked in-house in Growth roles at Snapfish and Getable. He started Bring Ruckus as a Growth consultancy 11 years ago working with 40+ clients, then re-focused his firm on executive recruiting for Growth leaders.

Resources Mentioned

• How to know what’s trending: The TikTok Trends Report 

Quotes

“TikTok is a place where people come for joy. They come for relief, they come for positivity, and for brands that want to lean into that, they wanna provide that to their consumers and connect with them in that sort of positivity, playful, joyful way.” – Evan Horowitz

 

“TikTok is just so different from other platforms. The creativity that exists on the platform, it's that sort of expression and creativity that brands wanna bring when you're entering the platform. You wanna be having your point of view, engaging in the conversation, and sharing something that's new and unexpected.” – Evan Horowitz

 

“Creating good organic content is really the best thing. I'm not a big believer in gaming the algorithm. If people like the content it's gonna go viral.” – Evan Horowitz  

 

“The first step [to creating a viral campaign] is the brand strategy. What are the KPIs that we're really trying to accomplish here? What's the personality of the brand? Everything needs to stem from that because there's no one size fits all type virality.” – Evan Horowitz

 

“Just have fun. This is a platform that's having fun and your brand should have that experience too when entering the platform.” – Evan Horowitz

ABOUT RUCKUS

We are growth leaders who recruit your game changers. Visit https://bringruckus.com and connect on LinkedIn. Subscribe and listen to more episodes on Apple Podcasts, Spotify Google Podcasts, Audible, or wherever you get your podcasts! 

 

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