The TikTok Marketing Playbook is a guide for brands looking to create earned and owned media on the platform. The report includes a discussion of earned media value (EMV), a proprietary metric used by Tribe Dynamics to quantify the estimated value of consumer engagement with digital earned media. The report also provides tips for creating effective TikTok content and evaluating the performance of individual marketing campaigns. The report is based on data from 120,000 of the most influential content creators across 14 country-specific markets.
