"It is a cheat code in a way," Douglas Brundage, founder and CEO of brand studio Kingsland, said of marketers' use of TikTok to understand culture in recent years. "My recommendation is that brands should always have a platform agnostic culture strategy." This indicates that while TikTok has simplified cultural insights for brands, they must prepare to adapt if the platform ceases to exist, emphasizing the importance of a versatile strategy.
"Unfortunately, brands and agencies who have depended on TikTok as their source of 'cultural insight' will struggle," Leila Fataar, founder of brand consultancy Platform13, wrote in an email. "Being culturally relevant is not easy - it takes care and consideration." This underscores the challenges faced by brands relying solely on TikTok for audience engagement and cultural insights.
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