TikTok Snackable Recap: For You (Nordics 2024)

For You Snackable Recap:

Nordics

We loved returning to the Nordics for an unforgettable second edition of the TikTok For You Summit. Hosted as a half-day marketing conference, we brought together over 500 attendees to engage with our platform, other industry leaders, TikTok creators and special guests.

The theme for this years For You Summit was ‘Impactful Entertainment’. In a constantly evolving world with a short attention span, you need to stay up to date with platform trends and advertising needs if you want to be heard and seen. We believe that entertainment is the new advertising essential for sustainable business growth.

In this recap, you’ll find must-see content from our advertising updates, new cultural phenomenons and platform safety improvements - all in a 15 min snackable format. You’ll discover brand success stories, and creative inspiration, and I’m proud to have had several external speakers join us this year.

So, join me as we step into a world where creativity knows no bounds and entertainment is the name of the game.

Liv Sandberg

Managing Director, TikTok Nordics & Central Europe

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Did you miss the For You Summit? Not to worry, we’ve compiled an exclusive recap just for you, providing an overview of the event’s highlights and key takeaways.

Keynote:

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Keynote: Impactful Entertainment 05 06 07 08 09 10 11 Fireside Chat: Safe Entertainment Keynote: Measuring Success Guest Keynote: Empowering Emotions

Keynote: Success Story

Chat: Success Story

Guest

Fireside

Creative Joy

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The New Era Entertainment of Impactful

Discover the core of TikTok’s impactful entertainment experience, uncovering strategies for brands to captivate results from top tier attention to tangible business outcomes.

Use your authentic voice. Embrace creating ad content that connects with your audience. Create hyper relevant content with inspiration from communities.

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summary Key takeaways + Liv Sandberg, Managing Director, Global Business Solutions, TikTok Nordics & Central Europe 01 02 03

Session

Enjoy Safe Entertainment

Kenneth Danielsson, Chief Executive Officer,

Delve

Francis Stones, Head of Brand Safety & Industry Relations, TikTok

Europe & Israel

Lundgren, Head of Agency Partnerships, TikTok Nordics

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Increasing trust in our industry should be a priority for everyone in the industry. Investment in platform security & integrity is a priority for TikTok. As a global platform, it is important to be a part of the industry and overcome common challenges.

chat, discussing the importance of prioritising safety in today’s fragile landscape and the key role it plays in creating a secure yet joyful environment. + + +

into an insightful fireside

IAB Sweden

Session summary Key takeaways FIRESIDE CHAT: 01 02 03

Emma

Measuring Performance

Anna Erlandsson, Head of Measurement,

Session summary

Evaluate your crosschannel measurement setup beyond click data. Implement platformbased test-and-learn strategies: split testing, Brand Lift Study and Conversion Lift Study. Develop a forwardlooking plan and don’t hesitate to seek support from us.

In this keynote we will discover how entertainment fuels business success in today’s evolving advertising landscape. Gain essential tools to master your TikTok measurement strategy in a cookie-less future.

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ENTERTAIN & EXCEL: 01 02 03

Fueling Entertainment Impactful

you are

that stories, since the beginning of time, have had the capacity to change the way that people are feeling and acting. The opportunities with platforms like TikTok are to do this at scale. Storytelling is not a small thing, it can actually change the future. The future doesn’t have to just happen. We can create it through powerful stories.

If our feelings influence how we behave, nurturing these feelings should be our main priority. Learn how joyful entertainment doesn’t just make us feel good, but enables us to make better choices.

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as powerful as

Feel

and remember

EMPOWERING EMOTIONS: + Katherine Templar Lewis, Creative Scientist & Science Communicator Session summary Key takeaways 01 02 03

Impactful with Arla Success Story,

Reached 60% of all TikTok users aged 18-34.

Over 1 million completed views and an average watch time of 60,25 seconds per user. +20,5 points lift in ad recall.

Join us as we welcome Sara Johansson from Arla Foods as she shares their TikTok success story. Working with creators, they managed to captivate their audience and achieve stellar results for their sustainability campaign.

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+ Sara Johansson, Strategic Media Lead, Arla Foods

summary Key takeaways 01 02 03

Session

The Future of the Ad Landscape

Join as Sara Johansson takes a seat to discuss navigating TikTok’s advertising landscape in a panel discussion. Explore how entertainment, authenticity, storytelling, and cultural relevance drive real-world impact.

Be brave and dare to do it the TikTok way, all the way. Focus on entertainment by brainstorming TikTokfirst content ideas, and then seamlessly integrate your brand. Collaborating with creators is a great way to learn how your brand can best entertain its audience on TikTok.

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SUCCESS PANEL: +

Sara Johansson, Strategic Media Lead, Arla Foods

+ Session summary Key takeaways 01 02 03

Alice Villman, Brand Partnerships Manager CPG, TikTok

Unlock Creative Entertaining Impact Joy with

12 Creativity on TikTok is easy. Get to know your audience and their entertainment preferences. Involve us in your brief and ideas, together we can make magic. Unlock the joy and creative potential of your brand with an extensive array of innovative and user-friendly AI tools, products and features tailored for TikTok.

+ Matthew Hearle, Creative Strategist, TikTok Nordics Session summary Key takeaways 01 02 03

Dive into our playbooks, tools and guides

Find the right partner to work with on TikTok here

A one-stop shop for TikTok creative resources here

Find the best partners to bring your creative to life here

Create visually stunning content for TikTok that resonates with your audience here

Unlock TikTok’s impact on ROI here

Check out how TikTok is building the world’s most trusted entertainment platform here

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The TikTok Takeover

TopView is the first video users see when they open TikTok. It’s our most premium, full-screen takeover format that showcases your brand to millions of people and grabs their attention immediately.

3 reasons to love TopView

76% 34 %

Of users say Top View grabs their attention In a recent study, 65% of users watched at least half of the TopView ad1.

Of users interacted with TopView ads, the highest amongst TikTok ad placements1.

TikTok users are 1.5x more likely to recall a brand from TopView than other ad types2.

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Sources: 1. TikTok Global Business Marketing, TopView & Ad Format Study, January, 2021, conducted by Kantar 2. TikTok Marketing Science US Ad Placement Research 2022, conducted by Material

Carousel Ads

To gain awareness, consideration and sales for their extensive line of cleaning products, Clas Ohlson took to TikTok. Leveraging a full-funnel approach, they integrated TikTok ads within the #cleantok community, playing with trends to amplify their reach.

By complementing this strategy with Carousel Ads TikToks dynamic catalogue solution, they further encouraged product discovery and conversions.