S4 Episode 10: Aaron Goldman from Mediaocean on TikTok

Digitally Curious

TikTok now has a billion users, so what makes it stand out from Facebook, Instagram, Snapchat, and Twitter?

To answer this I spoke with Aaron Goldman, Chief Marketing Officer of MediaOcean, a mission-critical platform for omnichannel advertising that connects brands, agencies, media, technology, and data.

Aaron has been in the Marketing industry for over 20 years, including CMO roles at 4C, and Kenshoo, a leading enterprise marketing software company.

Aaron was awarded the LinkedIn B2B thought leader of the year in 2020, and is also the author of “Everything I Know about Marketing I Learned from Google” .

When he’s not busy Googling himself, Aaron is spending time with his wife and children, and spoke with me from Chicago.

Aaron has a deep understanding not just what what makes TikTok so different to other social media platforms, but also how brands should approach this new medium.

We covered a lot of ground including

• What is TikTok?
• Why is TikTok so engaging?
• What is the secret to TikTok’s success?
• Viewing creators as partners
• Do brands have a place on TikTok?
• The growth potential for TikTok
• Comparing Facebook vs Instagram vs Snap vs TikTok
• How easy is it to copy the TikTok format?
• Understanding the mindset of the user on each platform
• Where does TikTok fit into the media landscape?
• Why TikTok is the most akin to TV
• The strategic approach to TikTok for brands
• Measuring the impact of creators on TikTok
• The social commerce opportunity for brands on TikTok
• When does entertainment become shopping?
• What is the future of advertising?
• The value exchange and the value of our own data
• The opportunity for TikTok to start afresh
• Aaron’s experiment to sell his own data on eBay
• The rise of digital agents that work for us
• AdTech and the role Mediaocean plays
• Mediaocean’s partnership with TikTok
• What will advertising on social networks look like in 5 year’s time?
• Aaron’s virtual watercooler
• The move to a hybrid working mode
• Turning hybrid working into a competitive advantage
• Educating children about the healthy use of social media
• 3 Actionable things to do today to better understand TikTok

More on Aaron
Aaron on LinkedIn
Aaron on Twitter
Mediacocean website

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Chapters

1. S4 Episode 10: Aaron Goldman from Mediaocean on TikTok (00:00:00)

2. What is TikTok? (00:01:12)

3. Why is TikTok so engaging? (00:01:35)

4. What is the secret to TikTok’s success? (00:02:01)

5. Viewing creators as partners (00:02:57)

6. TikTok NFTs for creators (00:03:28)

7. Do brands have a place on TikTok? (00:04:12)

8. The growth potential for TikTok (00:06:03)

9. Comparing Facebook vs Instagram vs Snap vs TikTok (00:06:33)

10. How easy is it to copy the TikTok format? (00:08:09)

11. Understanding the mindset of the user on each platform (00:09:47)

12. Where does TikTok fit into the media landscape? (00:10:14)

13. TikTok is the most akin to TV (00:10:48)

14. The strategic approach to TikTok for brands (00:11:17)

15. Measuring the impact of creators on TikTok (00:12:39)

16. The social commerce opportunity for brands on TikTok (00:14:07)

17. When does entertainment become shopping? (00:14:55)

18. What is the future of advertising? (00:17:24)

19. The value exchange (00:18:04)

20. Netflix vs Amazon Prime (00:18:25)

21. The value of our own data (00:21:13)

22. The opportunity for TikTok to start afresh (00:21:42)

23. Aaron’s experiment to sell his own data on eBay (00:23:13)

24. The rise of digital agents that work for us (00:25:46)

25. AdTech and the role Mediaocean plays (00:28:21)

26. Mediaocean’s partnership with TikTok (00:32:28)

27. What will advertising on social networks look like in 5 year’s time? (00:33:21)

28. Aaron’s virtual watercooler (00:34:06)

29. The move to a hybrid working mode (00:36:06)

30. Turning hybrid working into a competitive advantage (00:37:39)

31. Educating children about the healthy use of social media (00:38:10)

32. Quickfire round (00:38:55)

33. 3 Actionable things to do today to better understand TikTok (00:39:36)

34. More about Aaron (00:40:16)