Newsroom

Nick Tran shares his insights on TikTok, his career and marketing in conversation with Dean Eric Spangenberg during the fourth installment of the Dean’s Suite Virtual Series.

How to Stand Out from the Crowd: Insights from Nick Tran MBA ’11 Head of Global Marketing for TikTok

October 22, 2020 • By Xanat Hernandez

Despite recently coming under fire from the current administration, TikTok continues to thrive, reaching two billion downloads this past April. Nick Tran MBA ’11, head of global marketing for TikTok, is responsible for the app’s brand marketing, product marketing, media and partnerships, social media, creative advertising and events. He’s held marketing positions at Stance, Hulu and Taco Bell after earning his MBA at the UCI Paul Merage School Business through the Full-Time MBA program. On September 29, he shared the following insights on TikTok, his career and marketing in conversation with Dean Eric Spangenberg during the fourth installment of the Dean’s Suite Virtual Series.

 On TikTok:

TikTok is not a social media app

For Tran, TikTok is not an app for connecting with friends or updating people you know in real life. Instead, he zeroes in on the entertainment value of TikTok, likening it to browsing Netflix or Hulu for something interesting to watch. He says: “People watch videos by people they actually don’t know in order to be entertained.”

Since people don’t feel obligated to update their TikTok the way they might update their Facebook or other social media channels, Tran says it has the potential to transcend generations. He points to viral videos where Gen Z TikTokers interview their grandparents or learn dances with them. In other words, the app doesn’t lose cool points when grandpa joins TikTok.

TikTok is a place where you can be your authentic self

Tran argues that as a vehicle for entertainment and escapism, TikTok is a place where users can truly be themselves. On Instagram, users curate an image of their ideal selves. On LinkedIn, they display their professional selves. “What I love about TikTok is that it’s the one place where people are comfortable being their full self...I do think that part of the magic of TikTok that I don’t see in other platforms is that people are able to be their authentic selves at all times, and the community embraces that,” he says.

On marketing:

The science of marketing is here to stay

Gone are the days of Don Draper sipping whiskey in his office. Though marketing is a blend of science and art, Tran warns to never underestimate the power of data. “Data and insights are not a fad and will separate good marketers from great marketers,” he says.

Attention should be the outcome, not the goal

“If you do things that will bring value to the community, you’ll win and get attention as an outcome,” he explains. For Tran, there’s no need to focus on attention as the objective; it will happen organically if you bring value to your audience.

Don’t be a follower—make your own mark

Tempting as it may be to hop onto bandwagons, Tran says it’s important to add your own twist to marketing trends. Tran points to recent advertising that centered around the pandemic, Zoom and staying at home—content he feels grew stale quickly.

 “The best marketers are able to anticipate where the trend is going and find complimentary avenues or ways to bring that insight to life in a way no one was expecting,” he says.

Similarly, Tran is interested in print, radio and experiential avenues for marketing, especially when everyone is going all in on social media. He argues that while it may be tough to break through and differentiate your brand from others on social media, if a marketer employs an underused medium in unexpected ways—“that’s where the magic happens.”

On networking

Form genuine connections

Tran explained how he makes connections at conferences and even music festivals. When it comes to networking he says, “I find that the more I give, I get back tenfold.” He encourages networkers to form real connections instead of asking for a referral outright on LinkedIn. For example, connecting with someone by asking them for ten minutes to chat about a topic of shared interest.

Tran also emphasizes the role of the Dean’s Leadership Circle (DLC) as a great way to bring Merage School alumni together. 

You can listen to the full conversation with Tran here.

 

###