Consumer Journeys Offer Many Paths to Brand Engagement: TikToks Jorge Ruiz Beet.TV [Video]

SAN JUAN, PR – Social-video app TikTok in the past six years since its launch has emerged as one of most popular media platforms, especially among Gen Z consumers. The app does face the possibility of being banned in the United States because of national security concerns. In the meantime, it seeks to capture people’s attention with viral videos while also helping brands to participate in that engagement.

“We try to help consumers discover the content that’s right for them and help them to find new experiences,” Jorge Ruiz, global head of marketing science at social-video app TikTok, said in this interview with Beet.TV contributor Rob Williams at the Beet Retreat San Juan. We “see that consumers do enjoy not just the content they’re discovering, but how they’re discovering new things.”

With is massive trove of user-generated content, TikTok is often associated with the idea of authenticity. Mobile users can expect to see …