TikTok tips from Ocean Spray, Wish and more

Digital experts who work with influencers on the short video platform share takeaways and strategies for making the most of the ascending social media platform.

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Ocean Spray's TikTok lessons

Ocean Spray wasn’t even on TikTok before Nathan Apodaca rode his skateboard and a jug of cranberry juice into viral stardom.

“We had no presence on the platform prior to Nathan,” said Melanie DiBiasio, Ocean Spray’s senior manager, digital precision marketing, on a recent panel for the Social Media Strategies Summit.

‘We joined TikTok as a result of Nathan’s video, and he really kickstarted a community for us,” DiBiasio says. Now the brand creates content specifically for the platform, and influencers play a big role—more so than for other platforms, DiBiasio said.

“We have a really nice opportunity, since our presence was started by an influencer. We like to give back and do more using different creators.”

For Gabriel Scaglia Dias, head of digital & growth for Vessi Footwear, TikTok was an outgrowth of their history on the Kickstarter fundraising platform and their commitment to engaging with passionate consumers.

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