TikTok, the video-sharing app that’s skyrocketed in popularity, is a good reminder that social media prowess isn’t a one-size-fits-all affair.
Katie Groody, Research Principal of Beauty at Gartner for Marketers, focuses on e.l.f. Cosmetics, whose winning TikTok strategy demonstrates the importance of understanding platforms’ nuances and audience expectations.
In Focus spotlights best-in-class brand efforts across platforms and tactics. To learn more, visit Gartner.com/marketing.