Inside the TikTok Revolution: An Interview with Inigo Rivero, Managing Director at House of Marketers

TikTok, a powerhouse platform for engaging Gen Z and Millennials, has become a leader in the ever-changing social media marketing landscape. Inigo Rivero, one of the architects at TikTok in the EMEA region, has witnessed this digital revolution firsthand. Now, as the Managing Director at House of Marketers, he offers his expertise on the strategies that will propel success on TikTok in 2024.

Q: Inigo, your journey from the early days at TikTok to leading House of Marketers is fascinating. Could you walk us through how you became involved with TikTok and what motivated you to transition into leading a TikTok marketing agency?

Inigo Rivero: Absolutely, it’s been quite the journey. I joined TikTok as one of their first EMEA employees, driven by a deep belief in the platform’s potential. My role involved developing partnerships that would help brands thrive on TikTok. Over time, witnessing the transformative power of TikTok in engaging audiences, I realized there was a huge opportunity to assist brands in leveraging this platform effectively. This led to the founding of House of Marketers in 2020, with the aim of guiding brands toward success on TikTok.

Q: TikTok has undergone significant growth and evolution since its inception. What are some key strategies that you’ve observed to be effective in capturing audience attention and driving engagement on TikTok in 2024?

Inigo Rivero: The landscape of TikTok has indeed evolved rapidly. One key strategy we’ve seen is the importance of authenticity. Audiences on TikTok crave genuine, relatable content from brands. Whether it’s through storytelling, humor, or creativity, authenticity is paramount. Additionally, staying abreast of current trends and creatively leveraging them can greatly enhance engagement. TikTok’s algorithm rewards novelty and relevance, so it’s essential for brands to keep experimenting with new formats and ideas.

Q: With House of Marketers, you’ve worked with a diverse range of global brands. What sets your agency apart in terms of delivering successful TikTok campaigns?

Inigo Rivero: At House of Marketers, we pride ourselves on our deep understanding of TikTok’s ecosystem and our extensive network of influencers. Our team comprises seasoned experts with years of experience in influencer marketing, enabling us to craft data-driven strategies tailored to each brand’s unique objectives. We prioritize high-quality influencer selection and ensure reliable campaign execution, all while adopting a creative approach fueled by data insights.

Q: How do you see the future of TikTok evolving, and what advice would you give to brands looking to establish a strong presence on the platform in the coming years?

Inigo Rivero: The future of TikTok holds immense potential, particularly as it continues to expand its global reach and diversify its offerings. For brands looking to establish a strong presence on TikTok, my advice would be to embrace experimentation and agility. The platform rewards creativity and innovation, so don’t be afraid to think outside the box. Additionally, staying attuned to the preferences and behaviors of Gen Z and Millennials is crucial to remain relevant. Ultimately, success on TikTok hinges on authenticity, creativity, and a deep understanding of your audience.

Q: Thank you, Inigo, for sharing your insights into the world of TikTok marketing. It’s been a pleasure speaking with you.

Inigo Rivero: Likewise, thank you for having me. The world of TikTok marketing is constantly evolving, and I’m excited to see how brands continue to innovate and engage audiences on this dynamic platform.

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