Ximena Castillo TikTok
Ximena Castillo, brand strategist at TikTok, shared during the 31st edition of the Circulo de Oro Festival the way to make connections with consumers in this era of social media – that was the theme of her lecture From Making Ads to Making TikToks. “People feel hooked to this app because they consider that both the messages and content they see are aimed directly at them. In doing so, they discover trends, tutorials and more,” she said. Castillo also noted that this is a platform that motivates all viewers to display the most authentic aspects of their personalities. “Brands must couple their objectives with the wisest way to approach their audiences in order to use this platform successfully. We believe that together we’ll lead to the production of some very interesting products,” she added. For his part, Octavio Navarro, creative head of TikTok Lab, pointed out that in this co-creation of value, a brand transmits a message and at the same time influences how users reply. “We like to understand how the brand is doing and what it is seeking that may lead to concrete actions. When we work together is when we really make sure that the audience connects with the brand,” Castillo said.
