Last night, in a dazzling ceremony held in Warsaw, the TikTok Ad Awards 2024 celebrated standout brands and agencies across Poland, Romania and Czechia that are setting the standard for creative, high-performing campaigns on TikTok.

Tech & telco brands thrive on innovation and creativity, and the opportunity to express this on TikTok is huge. But this opportunity can also invite questions: what's the most effective type of creative for my audience? What type of content will really get my brand results?

TikTok is where brands and users alike come to express themselves creatively. But for businesses with strong KPIs as their focus, that can invite questions: what's the most effective type of creative for my audience?

We know that branded content and TikTok go hand-in-hand: 64% of users agree that branded content is immersive and entertaining on TikTok and 3 in 5 agree that branded content feels more authentic on TikTok vs other platforms.

Due to the high penetration of subscription usage and TV viewers on platform, TikTok provides a unique opportunity for broadcasters to reach both new and current viewers

With over a billion people coming to the platform every month for content relating to film, TV, music and more, entertainment lives on TikTok.

A sprawling shopping mall in the palm of your hand, TikTok is a key discovery and sales driver for retail & ecommerce products.

With luxury content across the category as a whole experiencing growth of 124% year on year on the platform, TikTok plays a special role for luxury brands.

It's no secret that TikTok has revolutionised the beauty industry, creating a community where everyone is welcome, rewriting standards and facilitating new ways of storytelling.

With millions of posts and counting, #TikTokMadeMeBuyIt is the commerce success story of the digital age, showing the power of TikTok to drive sell-out product discovery through relevant and entertaining content. And this phenomenon only continues to grow: we've seen a 107% increase in ecommerce conversations on our platform year on year [1].

From the #NegroniSbagliato being the drink of choice for a whole summer to everyone wanting to know what's up with the #StanleyCup, TikTok has changed the way that people in Europe discover food and drink.

In this new era of media diversification, increased competition between platforms and services, and attention-scarce consumers, entertainment brands need to find new and effective ways to foster deeper connections with their audiences now more than ever.