Week 2 - MKTG 6101 - TikTok Branding

Over the past few years, the short-form video sharing platform TikTok has seen incredible growth. TikTok is a great social media platform for individuals to share their knowledge & be their authentic selves. From educational videos to mini vlogs the content that can be found on the platform is never ending. Many individuals who have “gone viral” on the app are known for their brand which is determined by the style video they post and the content included in the videos. 

Amiah Taylor interviewed Gohar Khan for an article on Fortune about Khan’s successful TikTok page. On Khan’s page, @goharsguide, you will find educational “… videos instructing academically-minded students on how to do their homework faster, ace essays, improve memorization and hack multiple choice tests” (Taylor, 2022). Based on Khan’s brand, he has received sponsorships from Dell, Pearson and other large name education-focused brands. This partnership is logical because Khan’s audience could potentially benefit from products he promotes. 

Working with companies that relate to your brand also provides content creators with more exposure. Identifying your brand early on allows for one to grow their following and obtain sponsorships. I have my own TikTok and post videos of my coffee almost daily. For me, securing a sponsorship from Breville, Nespresso, or even Starbucks would be a great achievement. Although I just post for fun, I still stay true to my brand and post videos of making coffee that are aesthetically pleasing to watch. 

References:

Taylor, A. (2022, May 5). A 22-year-old Tiktoker accepted by MIT, Yale, and Stanford is making six figures helping kids get into their Dream Colleges. Fortune. Retrieved May 11, 2022, from https://fortune.com/2022/05/05/advice-for-getting-into-dream-college-gohar-khan-tik-tok/amp/