Don’t sleep on social media opportunities like TikTok! This summer at Playtime & Kid’s Hub New York, we had the honor of meeting Dr. Jonathan Snow, a social media expert who spoke on our panel at the seminar in partnership with Earnshaw’s. We found his insights fascinating and wanted to learn more, especially about TikTok. Let’s explore today’s social media environment, learn how to get started on TikTok, and discover tips and tricks for creating relevant content with Dr. Snow!

Can you please introduce yourself and your companies?

I’m Dr. Jonathan Snow, Chief Innovation Officer at Avenue Z, a leading media and technology company, and a fast-growing Shopify and TikTok partner. I also founded The Snow Agency, a flourishing performance media firm. I’ve built affiliate marketing platforms and advise e-commerce brands, martech firms, and Revere Partners, the only oral health VC fund.

What drew you to the world of social media?

What drew me to social media was its ability to transform how businesses engage with their customers. Early in my eCommerce career, I saw the impact a well-executed strategy could have on a brand’s success. This inspired me to dive deeper into understanding how to use social media to not only grow businesses but build meaningful, lasting relationships with customers.

How would you describe the current social media environment? Who are the main players and where should brands and retailers focus their energy?

The social media space is more competitive than ever, and being on every platform is crucial. Each channel—Facebook, Instagram, LinkedIn, YouTube, TikTok—has its own strengths, but social commerce is where real growth is happening.

YouTube Shopping and its Affiliate Program just launched, positioning YouTube as a serious player in e-commerce. TikTok Shop is leading the charge, with a new 94-page guide and a closed beta for US brands to activate in the UK, making it a prime spot for those doing $100K+ per month.

The takeaway: If you’re not on every platform, you’re missing out.

Bobo Choses

From brands to retailers, joining TikTok is the question on everyone’s mind – Why should they be on it?

With the holidays around the corner, if your brand isn’t on TikTok, you’re missing out. 66% of users say TikTok inspires them to shop, and 80% of Gen Z and Millennials are using it for holiday gift ideas. Even better? Nearly half of them make impulse purchases right after discovering a product.

But here’s the real kicker: TikTok isn’t just about the holidays. It’s the most exciting social commerce platform, requiring minimal ad spend to get started, and it’s expanding fast—now opening up the UK market for US brands. If you’re not leveraging TikTok, you’re leaving money on the table.

What is some advice you’d give to companies just now launching their TikTok account?

For companies just launching on TikTok, the key is to start fast and stay authentic. Don’t wait for the perfect content—just start posting consistently. TikTok’s algorithm rewards engagement, so the more you post, the more chances you have to connect with your audience. Test everything—different formats, trends, and styles—and use real-time feedback to adjust.

But don’t stop at content—set up **TikTok Shop** as soon as possible. TikTok is more than just a platform for visibility; it’s a full-blown e-commerce engine. Having a seamless shopping experience directly on your profile allows you to capitalize on the impulse buys that TikTok is known for. And with TikTok Shop expanding internationally, you can start scaling faster than ever.

Bottom line: post often, experiment, engage with your audience, and set up your shop early to convert views into sales. TikTok rewards brands that move quickly and stay active.

How is the platform relevant for B2B companies seeking to reach fellow professionals?

As a B2B company, it’s easy to question whether TikTok is the right platform—but here’s the thing: TikTok isn’t just for consumers; it’s a discovery engine for everyone, including professionals. It’s all about how you use it. B2B companies can leverage TikTok to build brand authority, showcase expertise, and connect with decision-makers in a more authentic, engaging way than traditional platforms.

The beauty of TikTok is its ability to humanize your brand. You can use the platform to share industry insights, behind-the-scenes content, or even success stories that highlight how your services or products solve real business problems. Plus, TikTok’s algorithm is unmatched at getting your content in front of the right audience—whether that’s fellow professionals, potential partners, or decision-makers.

It’s a new way to reach B2B audiences, but one that breaks down the corporate walls and builds real connections.

What kind of content would you suggest posting for B2B companies?

For B2B companies, the key to TikTok is making your content approachable and relatable while still showcasing your expertise. Here’s what works:

1. Behind-the-Scenes: Show the human side of your business—whether it’s a day in the life at your company, behind-the-scenes at events, or how your team collaborates. It builds authenticity and trust.

2. Industry Insights: Share quick tips, trends, or thought leadership in your niche. Break down complex topics in a digestible, engaging way. Position your brand as a go-to expert in your field.

3. Case Studies/Success Stories: Highlight how your product or service has solved real business challenges. Use storytelling to show how you’ve helped other businesses succeed.

4. Product Demos: Showcase your solutions in action. Short, impactful demos or walkthroughs can be incredibly effective for explaining how your offerings provide value.

5. Engage with Industry Trends: Stay relevant by tapping into industry-specific trends or participating in challenges that align with your field.

Remember, TikTok for B2B is all about making your brand more accessible and human while delivering valuable content that resonates with your target audience.

Our team with Katie from Pirouette doing a viral TikTok dance in New York

What are some general tips and tricks to keep in mind when creating relevant content on TikTok?

When it comes to creating relevant content on TikTok, the platform rewards authenticity and agility. Here are a few tips and tricks to keep in mind:

1. Keep It Real: Don’t overproduce your content. TikTok thrives on authenticity, so focus on being relatable and genuine rather than overly polished. Audiences connect more with real people and real stories.

2. Leverage Trends and Sounds: TikTok is trend-driven, so jump on relevant trends quickly. Use trending sounds as much as your business account allows—TikTok’s algorithm often favors videos with popular sounds, boosting reach. Even if the sound doesn’t seem like a perfect fit, get creative and find a way to make it work for your brand.

3. Post Often: Consistency is key. TikTok’s algorithm favors active accounts, so post regularly to keep engagement high and increase your chances of reaching new audiences.

4. Short and Engaging: TikTok is fast-paced—keep your content short (under a minute, typically), snappy, and engaging. Hook viewers in the first few seconds to hold their attention.

5. Use Captions and Hashtags: Make sure to use engaging captions and relevant hashtags. Hashtags help your content get discovered, so use them strategically.

6. Experiment and Analyze: Test different types of content—whether it’s tutorials, behind-the-scenes, or storytelling. Use TikTok’s analytics to see what resonates and adjust your strategy accordingly.

By leveraging trends, including popular sounds, and staying authentic and consistent, you’ll be able to create relevant content that drives engagement and reaches new audiences.

Aside from The Snow Agency and Avenue Z, what are some accounts you’d recommend following on TikTok who are setting a good example of how to optimize the platform?

For brands looking to optimize TikTok, I’d recommend following accounts like Fenty Beauty, Gymshark, and Duolingo. Fenty Beauty strikes a great balance between showcasing products and tapping into viral trends, while Gymshark has built a strong community through influencer collaborations and fitness content. Duolingo is a master at using humor to build engagement while staying on brand. These accounts offer a great example of how to mix authenticity, trends, and community building to make the most of the platform.

How do you expect social media to evolve in the next 5 years?

In the next five years, social media will become even more centered around social commerce and LIVE shopping. Platforms like TikTok will lead the way, integrating seamless in-app purchasing and making real-time shopping a core feature. AI will further enhance personalization, offering users tailored content and product recommendations on the spot. We’ll also see a rise in virtual and augmented reality, creating new interactive ways to experience products. Privacy will be a major focus, but the biggest shift will be how social media turns into a fully transactional space, where discovery, engagement, and instant purchasing converge—especially through LIVE shopping experiences.

Cos I Said So

We hope you feel ready to take on TikTok after these expert insights! Maybe we’ll meet you there soon…

Thank you to Dr. Snow for sharing this incredible information. With how rapidly social media changes and the evolutions that every platform regularly goes through, it can be challenging to navigate and remain relevant. Thanks to these expert insights, we feel better positioned to dive into the latest trends and explore new social media opportunities.

(Re)watch the seminar to hear Dr. Snow speak on the panel of experts, or read the recap article written by our partner Jennifer Cattaui anytime here.

Header image from Cos I Said So