TikTok GM Brett Armstrong reflects on the success of 2022 and shares his optimistic outlook

TikTok - GM Brett Armstrong

Armstrong also reveals his favourite campaign on the platform

TikTok has had a big year.

Throughout 2022, the platform has welcomed a raft of mental well-being initiatives and community safety guidelines, new partnerships, as well as tools for businesses, brands, marketers, and agencies.

TikTok also recently celebrated its content creators at its recent TikTok For You Fest.

Brett Armstrong, TikTok’s general manager, spoke to Mediaweek about the platform’s highlights, what brands and marketers can achieve in 2023 and his optimistic view of the year ahead.

Highlights of 2022 on TikTok

Reflecting on the key moments of 2022, Armstrong highlighted seeing their partners thrive on the platform and embrace the power of TikTok to drive business and cultural impact for brands and agencies.

“One of my favourite examples of this was The Reluctant Shanty campaign with UNHCR and BMF this year, as it really exemplified how entertainment can be a driving force for positive change in the world,” he said.

“We were all so incredibly moved by the campaign, which also drove an 80% increase in average donation to UNHCR.
“It’s moments like this that really made me proud this year, and I can’t wait to amplify more incredible Australian creative on TikTok in 2023,” he added.

Armstrong on his favourite campaign and his outlook for 2023

Armstrong also revealed to Mediaweek that his favourite campaign on the platform was the recent “Tanning. That’s Cooked” campaign in partnership with the Melanoma Institute Australia and TBWA.

“The power TikTok has to shed light on important issues like the dangers of tanning by using humour to connect with young Australians has been inspiring to witness, and I’m excited to see more of this work on the platform in 2023,” he said.

Looking to the year ahead, Armstrong shared his optimistic outlook for the platform in 2023.

“I couldn’t be more excited about where we’re at as a platform, and this enthusiasm continues into 2023,” he said.

“From the Robert Irwin fandom to the viral vegemite brownie recipe, Australians have wholeheartedly embraced TikTok and created their own brand of entertainment.


Putting Australia on show

Armstrong noted that 2023 will be about taking Australia to the rest of the world.

“We punch above our weight Down Under and we’re excited to provide a platform for local brands and agencies to connect with new audiences globally,” he added.

TikTok is also offering content creators new ways to connect with brands.

Armstrong said: “Creators are the lifeblood of our platform, so we’re looking forward to continuing our strong relationships with local Aussie creators and offering them new ways to connect with brands.

“One of the exciting ways we’ll be doing this is via Branded Mission which launches next year – providing an opportunity for both established and emerging creators to choose which brand campaigns they want to be part of directly via the TikTok app,” he shared.

Driving impact in 2023

Brands and markets will benefit from TikTok in 2023 as an entertainment platform that continues to drive impact.

“For brands and marketers, this means continuing to support everything from large-scale brand activations through to hyper-focussed performance marketing campaigns.

“We also can’t wait to support our local industry through programs and events that unpack how your brand can effectively show up on TikTok and build deep connections with the communities on the platform – from #BookTok to #CleanTok there’s a niche for any brand,” Armstrong added.

There will also be plenty of opportunities to drive impact across the board with initiatives, educational programs and creating joy-filled moments, according to Armstrong.

“Whether that’s through cultural initiatives like the TikTok for Good: Launchpad or business impact with high-performing campaigns that drive ROI for brands and SMBs,” he said.

“Also, continuing to support the industry through educational programs that help marketers and agencies alike get the most out of TikTok.

“And finally, continuing to create joyful moments for Australian users and brands – from Corn Kid to Lizzo’s musical domination, who knows what the next viral moment could be!” Armstrong concluded.

Top image: Brett Armstrong


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