For You Summit Netherlands: Snackable Recap

For You Snackable Recap:

We were thrilled to return to the Netherlands for an unforgettable second edition of the TikTok For You Summit, the highlight of our first year in Amsterdam. This half-day marketing conference convened over 150 attendees, including industry leaders, TikTok creators, and special guests, fostering engagement and insight into our platform. The theme for this year’s For You Summit was ‘Impactful Entertainment.’ In an ever-changing world with fleeting attention spans, staying current with platform trends and advertising needs is essential for visibility and impact. We assert that entertainment is now a critical component of advertising, vital for sustainable business growth.

In this recap, you’ll find essential content covering our latest advertising updates, emerging cultural phenomena, and platform safety enhancements—all delivered in a concise 15-minute format. Discover brand success stories, strategies for leveraging TikTok across the entire marketing funnel, best practices in measurement, and creative inspiration. We were proud to have our clients on stage and amazed by the energy everyone brought to the event.

Bastian Verhulst

Join us as we explore a realm where creativity knows no bounds and entertainment is paramount. General Manager, TikTok Benelux

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.

Keynote: Creative Joy Fireside Chat: Creativity with Creators

Keynote: Full Funnel Strategy

Keynote: Measuring Success

Guest Keynote: Impactful Success Story with L’Oréal

Keynote: Impactful Entertainment 06 07 08 09 10 11 12

Guest Keynote: Impactful Success Story with KPN

Guest Keynote: Impactful Success Story with Unilever

The New Era Entertainment of Impactful

Bastian Verhulst General Manager, TikTok Benelux

Session summary

Discover the core of TikTok’s impactful entertainment experience, uncovering strategies for brands to captivate results from top tier attention to tangible business outcomes.

Key takeaways

In the Netherlands, TikTok has become the entertainment platform of choice, with close to 6 million Monthly Active Users who averages 90 minutes daily time spent1 .

Entertainment on TikTok captures high quality attention and drives action.

Investment in platform security & integrity is a priority for TikTok.

Unlock Entertaining with Impact

Creative Joy

Else Luisman

Brand & Agency Partner Manager, TikTok Netherlands

Session summary

Unlock the joy and creative potential of your brand with an extensive array of innovative and user-friendly AI tools, products and features tailored for TikTok.

Key takeaways

Creativity on TikTok is easy, as long as you follow the brief to entertain.

Get to know your audience and their entertainment preferences. Involve us in your brief and ideas, together we can make magic.

Unlocking the Creativity with Creators Power of

Karen Sweere

Media & Commerce Lead Personal Care, Unilever

Session summary

Beauty & fashion creator, entrepreneur, author and TV host

Alexandra Theofanakis Brand & Agency Partner Manager, TikTok Netherlands

Dive into an insightful fireside chat discussing the value brands gain from collaborating with creators, along with best practices for fostering successful partnerships.

Key takeaways

Trust is indispensable in establishing successful partnerships between brands and creators. Collaborating with creators allows brands to reach unexplored communities..

Embrace courage and let creators’ authenticity and distinctive voice shines through.

Anna Nooshin

Building for Strategy on TikTok Full Funnel

Clara Denier Client Solutions Manager, TikTok Benelux

Session summary

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.

Key takeaways

Full Funnel is key to driving brand growth and TikTok is set up to drive full-funnel impact.

TikTok offers diverse solutions mapped to each stage of the funnel, from awareness to conversion.

Full Funnel strategy delivers results accross 3 marketing scenarios: making your brand discoverable and reach out to new users, helping users project themselves in your brand, delivering efficiency with Always On, and capturing seasonal demand during peak season.

Power of a view: Measurement on TikTok

Steve Lockwood Head of Measurement EUI & Global Gaming

Session summary

Discover the ‘Power of a View’ - the impact and true business outcomes that can be driven by exposure to great ads, and how that impact can be measured effectively.

Key takeaways

Views are the last true currency in the attention economy today, as exposure is the only component of ad measurability that will always be there. On TikTok, views hit different thanks to our highly personalized entertainment content.

Last click measurement does not capture the full impact driven by TikTok with click based reporting.

Adopt an ‘Outcome-based measurement’ approachtaking into account both clicks, views, engagement, and every other kind of consumer interaction.

Impactful with L’Oréal Success Story,

Sofie Van Vaerenbergh Media Manager, L’Oréal

Session summary

Join us as we welcome Sofie Van Vaerenbergh from L’Oréal as she shares their TikTok story. By employing a dual strategy of brand-led and creator-led creatives, they successfully reignited consumer enthusiasm for the launch of their Infallible range foundation and setting mist.

Key takeaways

TikTok is the go-to platform within beauty. Generation Z looks for inspiration, education and information about skincare and make-up products. Trends within beauty are created on TikTok.

Investing in TikTok can lead to Media ROI that outperforms the industry benchmark.

To make a beauty campaign (skincare and make-up) successful, we use a mix between polished international assets and local created content.

Impactful with KPN Success Story,

Harleigh Welvaart Media Strategist, KPN

Session summary

Join us as we welcome Harleigh Welvaart from KPN as he shares their TikTok story. KPN is on a mission to make the internet better, safer, more inclusive, and sustainable. Find out how TikTok plays a crucial role in their strategy to strive for a #BetterInternet.

Key takeaways

Be audience-centric. Uncover the key consumer insights that your brand can help to solve.

Combine different formats of TikTok Live and paid post to optimize reach and engagement.

What starts on TikTok can have a bigger and positive impact on the brand and the society.

Impactful with Unilever Success Story,

Sven Bosma

Retail Media and Measurement Manager, Unilever

Session summary

Join us as we welcome Sven Bosma from Unilever as he shares their TikTok story. Explore the diverse measurement approaches utilized by Unilever.

Key takeaways

Measurement is multi-level and dependent on the maturity stage on TikTok.

Having a macro approach to measurement requires deep understanding of the platform’s development and recipe-for-success. Combine this with a micro approach to measurement with isolated test to understand what assets perform well on the platform.

Multiple campaigns allow for platform-specific learnings and benchmarks. To close the loop, Unilever measures holistically with Marketing Mix Modelling to understand the total impact of TikTok.

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

Unlock TikTok’s impact on ROI 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.