We were thrilled to host the For You Summit Central Europe in Warsaw, bringing together an incredible mix of creators, marketers, business leaders, publishers, and media. It was our first time welcoming such a wide-ranging group, creating a vibrant atmosphere full of ideas and opportunities for collaboration.
Reflecting on our past year, I’m proud of how we’ve expanded from 4 markets to 12, and grown our community from 20 million to over 30 million. These milestones provide new opportunities to extend your reach and grow your businesses.
At the Summit, we focused on breaking boundaries and exploring new ways to measure success beyond traditional metrics. Our speakers shared stories of innovation and bravery, inspiring us to think beyond the norm.
Thank you again for being part of this memorable event. We look forward to reaching even greater heights together next year.
Rafał Drzewiecki
Country Manager, TikTok Central Europe
Did you miss the For You Summit?
Not to worry, we’ve compiled an exclusive recap just for you, providing an overview of the event’s highlights and key takeaways.
Guest Keynote: Catch Flights, Not Feelings
Panel Discussion: Sport TikTok Creators
Keynote: Discover Full Funnel
Keynote: Being brilliantly unboring
Keynote: Measuring business outcomes
Keynote: Safe and sound-on
Catch Flights, Not Feelings
Michael Corcoran
Former Head of Social Media at Ryanair, now Managing Partner at Frankly
Session summary
Michael Corcoran shared how brands can stand out by being bold and thinking outside the box. Using Ryanair’s story as an example, he explained how they used audience insights and took risks to create viral content that racked up millions of views.
Key takeaways
Stand out by doing something different from everyone else. Focus on solving a unique problem, not just following trends.
Even if you’re not organically on TikTok, there are ways to succeed through paid ads or collaborations with creators—be bold.
3.
Don’t try to please everyone. Sometimes taking risks is key to connecting with your true audience.
Creation for a
Ethical Content More Informed Digital Space
Juliette Freysson Dugo Associate Communication Officer, UNESCO
Session summary
Juliette emphasized how ethical content creation helps create a safer, more informed online space. The session focused on how content creators are becoming key sources of publicinterest information and the need to empower them with media and information literacy skills to face challenges like disinformation, hate speech and digital safety.
Key takeaways
Content creators are becoming important sources of news and public-interest information.
Ethical content creation builds trust and helps address issues like disinformation, hate speech and online safety. UNESCO supports self-regulation for content creators to nurture creativity and freedom of expression while being accountable to ethical standards.
Sportsmen Creators TikTok
Nadia Smolarek
Sport Partnerships Manager, TikTok
Klaudia Zwolińska
Polish slalom canoeist, Silver Medal Olympian
Session summary
Anastazja Kuś Professional Polish sprinter
Piotr Grabo Grabowski
Professional dunker from Poland, Red Bull athlete
Barbara Karczewska
Athletes management and PR specialist
We’re still celebrating the Olympic year by bringing together top Polish athletes who are also TikTok creators. They shared how they balance their sports careers with content creation, collaborate with brands, and got started on TikTok.
Key takeaways
Brands should trust creators more—they know their audience best.
Don’t hesitate to start creating content. Just post your first video and learn along the way.
Discover Full Funnel
Lukasz Dulniak Head of Content Operations, TikTok
Session summary
Kuba Klimczyk Head of Ecommerce, TikTok
TikTok is crucial in driving impact across all stages of the marketing funnel. Discover the TikTok solutions mapped to each stage of the funnel, from Awareness to Conversion and Loyalty. Key takeaways
Full Funnel is key to driving brand growth and TikTok is set up to drive full-funnel impact
Discover full suite of TikTok solutions mapped to each stage of the funnel, from Awareness to Conversion
Full Funnel strategy delivers results across 3 marketing scenarios: driving mass awareness & trial during Launch, delivering efficiency with Always On and capturing seasonal demand during peak season
Being brilliantly unboring
Callum Smith Marketing Strategy Lead - Creativity, TikTok
Session summary
Callum showed the importance of capturing attention in today’s fast-paced world. He highlighted the costs of being creatively dull and explained how using high-attention platforms like TikTok can change your approach to marketing.
Key takeaways
Ads that don’t engage audiences need to work 7% harder to achieve the same results, which can cost brands millions. Research shows 50% of B2C ads and 78% of B2B ads are seen as boring.
TikTok keeps viewers engaged (“the roller coaster effect”), which leads to better brand awareness and ROI.
High-attention content is 67% more likely to drive significant business results, such as brand growth and increased market share.
How to measure outcomes on TikTok business
William Asplund Measurement Partner, TikTok
Session summary
In this keynote we will discover how entertainment fuels business success in today’s evolving advertising landscape. Gain essential tools to master your TikTok measurement strategy in a cookie-less future.
Key takeaways
Evaluate your cross-channel measurement setup beyond click data.
Implement platform-based test-and-learn strategies: split testing, Brand Lift Study and Conversion Lift Study.
Develop a forward-looking plan and don’t hesitate to seek support from us.
Safe and sound: best party TikTok is the
Maciek Wojciechowski
Agency Partnerships Manager, TikTok
Session summary
Maciek discussed TikTok’s commitment to user safety and how the platform strives to create a secure environment for both brands and users, ensuring a positive experience for everyone.
Key takeaways
TikTok focuses on being a welcoming space where users can enjoy content and connect, which helps foster trust within the community.
TikTok has a dedicated team to remove harmful content and encourages users to maintain platform safety by following community guidelines and reporting any content they believe breaches them
TikTok allows users to personalize their experience, enabling them to choose the content they see and engage with, making the platform feel more tailored to their preferences.
Dive into our playbooks, tools and guides
Find the right partner to work with on TikTok here
A one-stop shop for TikTok creative resources here
Find the best partners to bring your creative to life here
Create visually stunning content for TikTok that resonates with your audience here
Some measurement tips for you here
Check out how TikTok is building the world’s most trusted entertainment platform here
The TikTok Takeover
TopView is the first video users see when they open TikTok. It’s our most premium, full-screen takeover format that showcases your brand to millions of people and grabs their attention immediately.
3 reasons to love TopView
76% 34 %
Of users say Top View grabs their attention In a recent study, 65% of users watched at least half of the TopView ad1.
Of users interacted with TopView ads, the highest amongst TikTok ad placements1.
TikTok users are 1.5x more likely to recall a brand from TopView than other ad types2.
Introducing:
Our AI-powered automation solution that enables businesses to efficiently maximise their returns.
Easy set-up:
1. Choose your performance objective in TikTok Ads Manager.
2. Enter your creatives, goal, and budget.
3. Let Smart+ handle the rest by automating targeting and optimizing campaigns for top performance.
