How to Leverage TikTok for Brand Growth and Influencer Collaborations [Cassie Petrey Interview]

TikTok is becoming more critical of a channel to tap into a new generation and new trends. But there are many things that we can apply from our legacy social media marketing into understanding and leveraging this newest of social media platforms for our business.

Today's guest, Cassie Petrey, co-founder of the digital marketing company Crowd Surf, has helped some of the most iconic musicians such as Backstreet Boys and Camila Cabello use social media to connect with their audience. That same advice can be used for your business regardless of industry. Listen in for the details!

Key Highlights

[04:30] Introduction of Podcast Guest, Cassie Petrey

[07:26] Cassie Journey to Social Media Marketing Industry

[18:13 Cassie's First Thought on TikTok

[20:10] Best Practices on Launching TikTok Account

[23:55] Growing TikTok Account Over Time

[26:35] The Importance of Engaging Within Social Community

[28:25] Defining High Quality TikTok Content

[31:00] How Musicians Approach Influencer Collaborations on TikTok

[34:41] Different Avenues in Finding Collaborative Relationship

[38:25] Connect With Cassie

[39:08] Final Thoughts

Notable Quotes

• And if you think about it, computers aren't really that, you know, as fun without the internet without being able to connect with people. So I think this sort of like tool existing, to be able to normal person have a computer at home and be able to connect and do things on the internet was it really changed a lot of things in pop culture at that time.
• I would say the most important thing is, before you even get on there, sort of have a vision of what your video content is going to be. The worst thing I think I see people do is they basically like copy videos from other people try to make it them themselves.
• I think when you get out of your head about what everyone else is doing, and is think about what a tool is, at its core, that's when a lot of people sort of find the freedom to come up with the best ideas on what they can create to that represents their brand.
• I feel like people start creating the content that's not good for them is when you start chasing when you either are making content because you are afraid or you feel guilty. Or because you think something you're making something because you think it's gonna get good numbers. And not because you think it's fun, or because you think it's good for your brand.
• Spend time not being about themselves. Dedicate time to be a part of a social community, not just to post and hope that people come to you like you have to, you have to be out there giving the engagement to other people that you want to be receiving.
• Always think about how do you want your brand to make people feel and in your video content, your social media content is an extension of that.
• I'm all about simplifying this stuff.

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