TikTok’s Head of Marketing Nick Tran doesn’t want to ‘capture’ your attention

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Nick Tran has historically joined brands to make them “cool.” But when he landed at TikTok in April after a top marketing gig at Hulu, that part of the job was already done for him. 

TikTok positions itself as “at the center of culture” -- and for many people, it is. It’s hard to go a day without seeing several headlines about the #travisscottburger trend, one of its top creators getting a big brand advertising deal or the never-ending saga of its ownership.

But suppose you aren't into viral videos. Or what if you aren't a member of Generation Z? Convincing the wider world about the value of the platform may be Tran's biggest challenge as TikTok's head of marketing. 

But he was unfazed when I asked about changing the perception that it’s a “young people’s platform.” He’s passionate about how much TikTok has to offer people of all ages, no matter their hobbies, whether it’s cooking or marine life. Now he needs to spread the word -- something he’s already started to do in TikTok’s first brand campaign, which launched last month and highlights creators ranging from DJ Steve Aoki to the grandson of the Internet’s new favorite grandma. 

On other platforms, he says, “You feel like you're showing up to a party and you have to be in your best outfit or be on point or have your game face on.” With TikTok, people tell him, they feel like they’re going home, changing into comfy clothes and winding down. “They can share themselves on TikTok ... It doesn't matter what state of mind you're in. There's a community out there that's willing to embrace it and celebrate whatever you're doing.” 

Toward the end of our conversation, we dug into how he thinks about the attention economy, the big business that’s been built around the fight for our scarcest resources: time and attention. It’s a space that Facebook has dominated.

How does Tran think about capturing consumer time and attention? He says he doesn’t think of it that way: “If your goal is to get everyone's attention, you're kind of that person in the middle of the room, just shouting for them to look at you for a second. And instead of playing that game … I'd rather think of it as how do I bring value, versus how I take attention. I don't ever want to have our marketing team or our company think of it as, ‘Let's steal share or capture this or seize that.’ It's really just like how do you bring your best self to the table? Show as much value as you can bring to the community and have them want to jump in.”

“The idea of attention,” Tran adds, “should be the outcome and it shouldn't be your goal.”

Below, he shares more of his story. 

1. What has had the most impact on your perspective as a marketer?

I have joined companies during pivotal moments and have seen firsthand how incredible it is to shape a brand in the midst of a crisis. During these moments, companies become self reflective and dig deep to uncover their identity and are willing to bring that to the surface. Being part of a company during these moments time and time again has allowed me to look at brands through a unique lens and quickly identify who they are at the core and why that matters to an audience. 

2. What’s changed the most about your job as a marketer over the course of your career? 

It has been almost ten years since I took my first job in marketing and the amount of change during this time has been incredible to witness. I still remember one of my first interviews ten years ago where an executive asked me if I thought the internet was a fad. It wasn't meant as a sarcastic question either. Since then we have seen new communication tools emerge (remember how cool Blackberrys were?), new social platforms take off, and now we are finally seeing the convergence of technology and entertainment. For the first time we have new media platforms that are truly consumer-centric and delivering engaging content at scale. This opens up a whole new way for marketers to create.

3. What’s the hardest part of a marketer’s job today? 

Not too long ago I was an intern giving updates to the CEO on internet slang. Now I'm being taught by my team the right phrase to use in a meme. Culture moves fast. If you blink, you miss an entire trend. And unlike past mediums, the internet continues to build on top of these trends and they become integrated into a new language. In order to succeed in today's environment, you have to be on top of this and take the cultural climate into account when bringing anything to life.

4. Tell us about the marketing campaign you’re most proud of working on in your career.

This is an easy question. There are a lot of campaigns that I am proud of but the current campaign with TikTok - "It Starts on TikTok" - is a whole different game. It's not every day you work on a campaign for a brand in the sort of geopolitical climate we are in right now. I'm proud of the global marketing team and how we were able to take an insight and bring it to life across all regions in a way that felt authentic to each market. I firmly believe that culture starts on TikTok and am equally proud of the work you will see in the coming months.

5. What’s a marketing campaign you wish you’d thought of and why?

This was a few years ago but I really love the Anna Kendrick Newcastle Brown Ale campaign. It was brilliant in the fact that any brand could have done it, but they were first. Most campaigns I love are ownable and unique to the brand. That one was smart and stunty and took a challenge everyone in marketing faces and flipped it on its head to become the core idea. 

6. What’s your must read, watch or listen for all marketers? 

This is going to sound self-serving but TikTok is today's book, show, or podcast all in one. I have learned more about cooking, personal finance, science, and marketing from TikTok than I have in any single book or series. In 30 minutes, you can learn 50 new things that equally entertain and create a feeling you weren't expecting to feel. 

7. What’s an under the radar brand you’re watching and why? 

Liquid Death. This brand is under the radar and incredibly intriguing. It's a water brand. It doesn't have electrolytes or flavors, it's literally water. But in a can. The hook is that aluminum cans are much better for the environment than plastic bottles but the branding is super edgy. It's a crowded space but this brand came out of nowhere and is now in Whole Foods and 7-Eleven stores. The work is over the top and outrageous but it proves that building a brand is more important than creating the perfect product. 

8. Name a product you can’t live without (that doesn’t connect you to the internet) and tell us why.

There isn't much I can't live without but I'd be bummed if I didn't have Stance socks and underwear. It's hard to put into words how great these feel and how it helps me start any day. 

9. Finish this sentence. If I weren’t a marketer, I would be…

Teaching marketing or history at a grad program. This is actually my goal in life so I'm still pursuing this. I'm building up case studies and constantly learning to be able to teach what I have learned in the classroom. 

10. Finish this sentence: The marketer I most want to see do this questionnaire is…

Jen Rubio from Away.

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