Social media sites Twitter and TikTok and have revealed their standout brand campaigns of 2021 from across Australia’s marketing landscape.

Yahoo director of brand and marketing, Anny Havercroft, has left her post to take up a business marketing leadership role at TikTok.

TikTok is dominating the social media platform scene right now at a consumer level. And with that comes a rush of brands looking to get into the game and build engagement through the platform with these far-reaching audiences.

Teaching women basic self-defence moves has been put front and centre in a new TikTok social dance crafted as part of UN Women Australia’s #EmpowerMoves campaign.

Athlete’s Foot reports its first TikTok campaign reached almost five million people in a few weeks as part of its launch of Asics’ latest Kayano 28 shoe, an important annual event for sports shoe retailer.

Winning over generation Z has seen Afterpay, Samsung and Mars Wrigley populating Tik Tok, Snapchat and Twitch with video campaigns to coincide with product promotions.

Long before COVID-19 made it an essential service, Menulog faced a challenge. Australia’s original online multi-outlet food ordering service had come under pressure from well-funded arrivals such as Deliveroo, DoorDash and Uber Eats, which had connected better with Gen Z consumers.

Three leading brands have taken to TikTok with fresh user content-driven marketing campaigns aimed at elevating engagement with younger audiences.

Utilising new social channels such as Tiktok and partnering with surprising ambassadors is key to bringing WW wider brand story around health and wellness to life to new audiences, its local marketing chief says.

A handful of years ago, Nestlé relied largely on TV advertising, a medium offering strong brand messaging to a broad audience. But as people have migrated to digital and social platforms, the brand has followed suit.

​Oracle has been named as part of a TikTok proposal to the US Government to try and overcome security concerns around the social media platform, knocking out rival, Microsoft, for the prize.

Short-form video app Tik Tok is in line to be acquired by Microsoft in the US, with the computing giant saying it’s discussions are continuing. It comes after TikTok recently launched its marketing offering, encouraging brands not to make ads, but instead TikToks.

At the start of this year, a fresh short-form video contender, Byte, debuted. The video app is the successor to Vine, developed by one of its co-founders, Dom Hofmann.

TikTok has launched its marketing offering, encouraging brands not to make ads, but instead TikToks. The Chinese-backed platform, which is owned by ByteDance, specialises in short dance, lip sync and performance videos and has seen an uptick in use, particularly during the COVID-19-enforced lockdown.

Video sharing platform TikTok has opened an Australian office with Lee Hunter heading up the local consumer business as GM and Brett Armstrong taking the reins as GM for global business solutions in Australia.

Marketers should be willing to test new channels and platforms with highly engaged audiences if they’re to keep up with consumer behaviour and trends, Mini’s head of marketing A/NZ, Alex McLean, says.

CX management platform, Sprinklr, is integrating with TikTok for in-feed video ads on the short-form video platform. It will enable ad campaigns to run on TikTok as well as other social media channels all within Sprinklr.

All the latest martech and adtech news this week from Demandbase, Trade Desk and TikTok, Mailchimp, Adobe and Snowflake, Radisys, UserTesting, Jebbit and Pegasystems

According to recent research by WARC, marketers are looking to increase marketing investment in emerging social media channels, such as TikTok, and away from old channels such as Twitter and Snapchat.

Each year, dozens of new social platforms are launched with the hope of becoming the next Snapchat, Pinterest or YouTube. The latest platform to reach that tipping point is the TikTok, an app for sharing short form video which promotes itself as a platform for capturing the world's creativity, knowledge and moments that matter.