Innovators Chat: Brie Manakul

Today's featured Innovator is Brie Manakul. Brie is the head of client solutions (U.S.) at TikTok, the leading short-form video platform designed to inspire creativity and bring joy. She’s responsible for building innovative campaigns that help brands become TikTok fluent and engage with their communities through powerful and creative ad executions.

During her time at TikTok, she founded, with fellow board members, the first Asian ERG group known as ARISE. ARISE strives to connect Asian and Pacific Islander associates and allies and educate and empower all employees with the resources needed to further their collective and individual advancement to achieve diversity initiatives, inclusivity, volunteerism, professional development (workforce), and alignment with corporate strategic goals.

How do you see TikTok influencing and shaping the cultural narrative in 2023?

Brie Manakul: TikTok doesn’t influence culture, we create it. Our communities and creators are the ones at the heart of that creation. TikTok is where culture lives and breathes.

We’ve enjoyed watching some niche and passionate micro-communities emerge on TikTok (things like “BookTok,” “KnitTok,” and “CleanTok”). Do you have a favorite of these, or any that have popped up that surprise you?

Brie Manakul: Nothing surprises me here if I’m honest. There are so many amazing communities on TikTok, everyone can find their place on the platform. Surprisingly enough, my latest is #hedgehogtok. How do you fall into this you might say? Well, it started with my love of avocados. People posting about the amazing avocado they had or “have you ever seen such a beautiful looking avocado?” Then suddenly, I started getting posts asking “is this an avo or a hedgehog?” Surprise! It’s a hedgehog, not an avocado. And let me tell you, hedgehogs are very cute! Now I get at least a handful of hedgehog toks every time I open the app. If you haven’t explored that community, make sure you check it out.

What would you say are the common themes among brands that are successfully using TikTok?

Brie Manakul: TikTok is a platform where users come to be inspired and feel joy. Brands that do well embrace this and don’t get hung up on the levity in their ads. A great example you may have heard cited by others is when BMW worked with K-pop musician Henry Lau to make a custom song for its TikTok ad campaign. The song was made from DIY BMW sounds, like drumming on the dash and honking the horn. The song brought in 45 million views on videos from thousands of users.

The other area I would push them on is taking risks. They need to have the ability to act quickly, and they need to understand the collaborative nature of TikTok content among creators, users, and brands. With the launch of shoppable posts, this will only become more important. Don’t sit on the sidelines, because you’ll never be a part of the conversation with your community of consumers.

Are there ways you think brands should be using the platform that they aren’t — yet?

Brie Manakul: If you’re a brand and not on TikTok in 2023, then you’re missing out on a key demographic that is looking to engage with you in an authentic way.

Do you have any key watch-outs for brands who are just starting out their journey of engagement on TikTok?

Brie Manakul: Launching on TikTok today is just as easy as it was a few years ago. It can feel intimidating at first, and you wonder how to get your voice out there and what your voice is in this environment. I encourage all of my clients to start by consuming the content. Naturally you’ll find your place and how you can have your brand show up authentically on the platform. The worst thing you can do is think what you’re doing on YouTube or Instagram will work on TikTok. I encourage clients to test it out. When you’re shooting your latest commercial, do behind-the-scenes shoots or extend your day to do more candid shots and videos of the brand. Then start posting! What’s so amazing about TikTok is every time you post, you can be seen by thousands, if not millions, of your consumers or prospective customers. The first step is just posting and getting the feel of it.?

You helped co-found the first Asian ERG group, ARISE, at TikTok. Could you tell us what inspired you to lead this initiative?

Brie Manakul: Oh, I love this question. It’s a huge passion point for me. I’m the co-president of the API ERG — it naturally happened during COVID. On the heels of recent world events and attacks on the AAPI community, we started to come together and support one another through rap sessions. We wanted to create activations year-round for employees where we could celebrate our backgrounds. Being Thai is core to who I am as a person and bringing what that means to me and my culture to my colleagues brings me incredible joy and on the flip side, I love hearing about how other people’s culture has shaped them both in and outside of the office. It’s important that we can bring our whole selves to work. It’s a huge part of our lives, and we need to make sure we’re not just creating safe spaces for employees, but also opportunities to celebrate and share each other’s cultures.

How would you explain the culture at TikTok from an employees’ perspective?

Brie Manakul: I get asked this question a lot. My answer is what drew me to TikTok originally. When you open TikTok, you can feel a flood of emotions. Moments of laughter, others that remind you of what’s important to you, others that are motivational. The app inspires joy and creativity in an authentic way — and not to be cheesy, but that’s what it’s like going into work each day. There’s no way to create this environment for our users if we aren’t living that culture internally as well.

Being from Kansas City, any local spots you would recommend to readers?

Brie Manakul: Hot spots in KC … I have so many! My first is Betty Rae’s Ice Cream. My in-laws opened the place years ago, and it holds a lot of memories for our family. Not to mention the ice cream is out of this world. Where else are you going to get burnt end-flavored ice cream?

As a Kansas City native, I must tell you my go-to barbecue joint, which is LC’s. I know there is a lot of debate on this, but its burnt ends are the best I’ve ever had, and the one oven gives you that hometown vibe.

I'm with you, Brie - - Betty Rae's is my absolute favorite and in my neighborhood!

Thank you for all your insight on TikTok and how brands can start their journey on the platform and inspire joy!

#Entrepreneur #Innovators #TikTok #Community #Influencer #Culture #Trends #Creation #Joy