How TikTok and IPG Mediabrands are connecting brands and creators


How TikTok and IPG Mediabrands are connecting brands and creators

June 2, 2021

TikTok For Business, Editorial Team

At its core, TikTok is a community—a community of creators coming together to inspire creativity and bring joy. Open up TikTok, and you'll agree. There's never a dull moment.


Creators drive the conversations on TikTok. They're the movers and shakers behind the viral trends circulating on the platform. They know what resonates with their audience and how to create content that gets noticed.

And the best thing is, their creativity is endless, which is a huge opportunity for brands. For those inevitable moments when brands are in need of a little inspiration, creators are there to help break the mold.

Brands and creators unite

Creators live and breathe TikTok. Brands, on the other hand, might not even know where to start, much less understand the subtle nuances of the platform.

That's why it's so important to find ways to connect brands with creators, so they can gain first-hand knowledge of what it takes to succeed on TikTok. After all, their goals are essentially the same—to create thumb-stopping content that resonates with the audience and generates engagement. By working with successful TikTok creators and learning their secrets, brands will be able to build an authentic presence and fully unlock the potential of the platform.

TikTok & IPG bring creator mentorship to brands

TikTok and IPG Mediabrands recently announced a three-year partnership to help bridge this gap between brands and creators. The first-of-its-kind initiative will consist of a series of custom programs designed to enable IPG Mediabrands' clients to build an authentic presence on the platform. Through these custom programs, brands will gain invaluable access to TikTok's diverse community of creators and the critical insights they can provide.

Creator Collective

The initiative will kick off with the formation of a bespoke Creator Collective, bringing together a select group of forward-thinking and diverse creators with IPG Mediabrands' agencies and clients. By offering hands-on guidance, the creators will help ensure that the brands stay culturally connected and inclusive while creating content that resonates with the TikTok community. In addition to insights and training, brands will also gain access to first-to-market opportunities, research, best practices and other resources.

Creator Camps

IPG Mediabrands and TikTok will also co-host a series of "Creator Camps"—quarterly workshops where brands will receive hands-on training under the tutelage of forward-thinking and diverse TikTok creators. During these sessions, creators will provide IPG Mediabrands clients with creative advice, strategic counsel and critical feedback on their upcoming campaigns. This can be hugely valuable for brands who are unsure if they are taking the right approach to TikTok.

Promoting diversity & inclusion

As part of the partnership, TikTok and IPG Mediabrands will also be exploring new ways to foster diversity, equity and inclusion both on and off the platform. In order to advance this important initiative, the two sides will collaborate on the development of innovative strategies to benefit nonprofit organizations and elevate underrepresented communities.

This isn't the first time TikTok and IPG Mediabrands have joined forces in this regard—TikTok recently participated in Equity Upfront, an annual week-long event hosted by IPG Mediabrands’ MAGNA to raise visibility for Black-owned and Black-targeted media businesses.

Staying connected

TikTok was built by and is sustained by a vast community of creators. Creative, joyful and diverse, they represent the heart and soul of the platform. But brands are creators too, and as such, they're carving out an increasingly large presence in the community—and that's a good thing. In fact, the TikTok community has been shown to embrace brands that are culturally connected, inclusive, and of course fun and authentic.

By partnering with agencies such as IPG Mediabrands, TikTok is able to bring brands and creators together, providing them with the know-how and resources they need to better connect and engage the TikTok community. But this is just the start. Going forward we will continue to find more ways for brands to leverage the creativity and energy of the TikTok's incredible creators to build an authentic presence on the platform.

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