How to Use TikTok for Your Brand

Practical, Insider Tips for Leveraging this Unique Social Media Platform

Thursday, Nov. 4, 2021 | 1-2:30 pm ET

TikTok: How to Use Short Video to Boost your Brand

TikTok has quickly become one of the most popular social media platforms in the world, with more than 1 billion active users on the platform each month. But is it a fit for your brand?

The opportunities for brand exposure are clear. In 2021, TikTok is still new enough for brand managers to get in early and create authentic content, but also has the big user base that offers a broad, engaged audience.

Join us on Nov. 4 for a PR Daily webinar that offers solutions from marketers and communicators who are using TikTok today to connect with new customers and develop brand advocates.

During the Webinar, you’ll hear from communicators who have cracked the code on TikTok and will share their insights on how to make the platform work for you. You’ll discover how e.l.f. Beauty worked with Movers+Shakers to be the first brand to solve the TikTok puzzle and develop its original branded song and dance challenge. Also, learn how brands like Weber Grills, Classic BMW, Discover The Palm Beaches and Southern Living Magazine have found TikTok to be an effective platform to share information in fun and entertaining ways, gaining significant followers and brand ambassadors.  

Topics covered on Nov. 4 will include:

  • How to get started on TikTok
  • How to hack the TikTok algorithm to boost your content
  • Secrets for creating a community of followers
  • Top TikTok features and trends for 2021 and beyond
  • Tactics that brands and organizations use to drive revenue on TikTok 
  • Video formats and stylings that get the most attention on TikTok 
  • How to add captions to TikTok posts—and why it’s an essential step
  • Tips for using hashtags to boost views and build community

Bonus takeaways:

  • The Ultimate Guide to TikTok Influencer Marketing
  • TikTok Branded Content Guidelines
  • Tip sheet: TikTok for Business
Don't miss this unique opportunity!

Top reasons to attend this webinar:

  • You’ll learn from some of the best brands using TikTok currently.
  • You’ll understand how to become TikTok savvy.
  • You’ll receive all the slides and handouts.
  • You’ll get access for you and your entire team to watch.
  • You’ll have access to the recording for 12 months.


1–2:30 p.m. Eastern time

Make your Content Fun, Authentic and Viral! Sharing Your Brand’s Story on TikTok

People crave the authentic, relatable content that is the trademark of TikTok. By tapping into the unique voice of the short video platform, brand managers can connect with audiences on a personal level. To find success, brand managers are shedding strict creative control usually found in content marketing in favor of TikTok’s fun and whimsy. Yet, many still struggle to get their heads around the app. That ends here. In the next 90 minutes, you will learn: 

  • What makes TikTok unique—and how to determine if it’s a fit for your brand
  • Why now? Marketing executives share their thinking behind joining the platform
  • The step-by-step guide to building a compelling TikTok account  
  • Tips on how to create and foster your community on TikTok
  • How to tailor your content strategy to satisfy TikTok’s user preferences
  • Platform essentials (hashtags, ads, user-generated content, AR lenses, stickers, filters and more)
  • How to create unique songs to use on TikTok
  • Strategies for creating your own challenge to spark engagement
  • How to “go live” on TikTok—and why it’s a powerful opportunity
  • How to engage TikTok influencers—and what they can offer brands
  • How to successfully use branded hashtags
  • The do’s and don’ts of brand takeovers, including mistakes to avoid

Patrick O’Keefe, VP of Integrated Marketing Communications, e.l.f. Beauty

Evan Horowitz, CEO, Movers+Shakers

Annie Safranski, Social Media Manager, Weber Grills

Gabe Tan, Social Media Creative Producer, Classic BMW

Beril Gutierrez, Senior Manager of Social Media, Discover The Palm Beaches

Alex Taylor, TikTok/Snapchat Producer, Southern Living Magazine



Patrick O’Keefe

VP of Integrated Marketing Communicationse.l.f. Beauty

Evan Horowitz

Founder and CEOMovers+Shakers

Evan Horowitz is the founder of creative studio Movers+Shakers. The team is breaking engagement records with unexpected digital activations and creating deep emotional connections between brands and consumers. After setting the record for most viral TikTok campaign in history, Movers+Shakers became “the go-to agency for brands making moves on TikTok” (Refinery29). They’re creating fast-growing brand channels, influencer and ad campaigns, and of course more viral challenges. Evan is an Entrepreneur-In-Residence at Harvard Alumni Entrepreneurs, and a holds an MBA from Harvard Business School and a BS Engineering from Stanford.

Annie Safranski

Social Media ManagerWeber Grills

Annie Safranski is an imaginative social media marketer who has worked with big global brands like Wilson Sporting Goods and Weber Grills. Annie specializes in ideating and creating engaging content that makes company leadership nervous. In her current role with Weber Grills, Safranski has focused on the launch of their branded TikTok channel, working with TikTok-specific content creators to publish unique, educational and humorous video content to reach and attract the next generation of grillers.

Gabe Tan

Social Media Creative ProducerClassic BMW

Gabe Tan’s journey with Classic BMW started 2 years ago as just a customer, and his passion for the automotive industry and social media led him to become a part of the Classic BMW Family. In March of 2021, he created the TikTok account for Classic BMW, which has garnered over 125,000 followers and 2.7 million likes. Through Tan’s work, Classic BMW is one of 2 dealerships in North America with over 125,000 TikTok followers and has the most amount of likes out of all other North American BMW Centers.

Beril Gutierrez

Senior Manager of Social MediaDiscover The Palm Beaches

Beril Gutierrez has an extensive background in social media, creating content, managing and growing social media pages, analyzing KPIs, working with influencers and travel writers and successfully converting followers into visitors. She is an accomplished influencer herself, owning and managing several travel-related pages on Instagram and Facebook, reaching a combined following of 2.5 million. Gutierrez also is a published travel photographer and a drone pilot, studying under National Geographic’s Raymond Gehman. She prides herself in her ability to organically grow a following.

Alex Taylor

TikTok/Snapchat ProducerSouthern Living Magazine


Amanda Jorgensen

Strategic Program ManagerRagan Communications

As the Strategic Program Manager for Ragan Communications, Amanda is responsible for creating content and developing speaker line-ups for webinars, workshops and conferences in the areas of Communications, Crisis Management, Media Relations, DEI and Employee Wellness. She has 20+ years of experience in the conference/events industry, spanning content, program production, operations, sales and marketing.


You should attend if you spend at least a quarter of your time in any of these areas:

Content marketing • Crisis communications • Executive communications • Internal communications • Public relations • Social media • Storytelling • Writing and editing


Registration $349
Ragan Insider Registration $299
Nonprofit Registration $275
For questions, please contact customer service at or by calling 800-878-5331.

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Cancellation Policy: Fees are non-refundable. Substitutions will be accepted up to 7 days prior to the event for another virtual event of equal value.