Uncensored CMO

How to build a brand on TikTok - Sofia Hernandez

17 snips
Jul 2, 2025
Sofia Hernandez, Global Head of Business Marketing and Partnerships for TikTok, shares her journey in marketing and the platform's evolution. She emphasizes the need for brands to be more human in their approach and discusses the importance of authenticity on TikTok. The conversation dives into how brands can leverage user-generated content and partnerships with creators, showcasing success stories while navigating the diverse TikTok economy. Sofia also offers insights on starting content creation and the shift from traditional advertising to engaging storytelling.
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Cannes Lion Amid Life Crisis

  • Sofia Hernandez shared her husband's story of winning a Cannes Lion while in a coma after a car accident.
  • Despite the ordeal in 2008, he recently attended Cannes for the first time with her, celebrating his award symbolically.
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Marketing to Humans Equally

  • Marketing to humans is key, regardless of B2B or B2C distinction.
  • Everyone on TikTok wants to be entertained and captivated creatively.
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Users Welcome Entertaining Brands

  • 71% of TikTok users want brands on the platform.
  • Brands that entertain like creators surprise and delight the community, making ads enjoyable.
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