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    Boston dockworkers among thousands on strike nationwide 

    High tariffs, immigration crackdown, funding cuts: BU professor warns of ‘Trump Trifecta’ 

    Sen. Elizabeth Warren and Rep. Madeleine Dean demand food and beverage CEOs put a stop to ‘shrinkflation’ 

    Mass. leaders worried for seniors and kids as Trump agenda bill clears House 

    What Is ‘Big Law?’ 

    Stop Making Cents: US Mint Moves Forward With Plans to Kill the Penny 

    How to Attract (and Keep!) the Best Gen Z Employees 

    How to Attract (and Keep!) the Best Gen Z Employees 

    How Retailers Can Capitalize on the “Refund Effect”

    Could the GPT Store Turn ChatGPT into a Platform Powerhouse? 

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    Boston dockworkers among thousands on strike nationwide 

    High tariffs, immigration crackdown, funding cuts: BU professor warns of ‘Trump Trifecta’ 

    Sen. Elizabeth Warren and Rep. Madeleine Dean demand food and beverage CEOs put a stop to ‘shrinkflation’ 

    Mass. leaders worried for seniors and kids as Trump agenda bill clears House 

    What Is ‘Big Law?’ 

    Stop Making Cents: US Mint Moves Forward With Plans to Kill the Penny 

    How to Attract (and Keep!) the Best Gen Z Employees 

    How to Attract (and Keep!) the Best Gen Z Employees 

    How Retailers Can Capitalize on the “Refund Effect”

    Could the GPT Store Turn ChatGPT into a Platform Powerhouse? 

    The Right Amount of Cards, Cash and ID to Carry in Your Wallet

    The ‘Best and Final’ Job Offer Usually Isn’t Final. How You Can Negotiate 

    From Hollywood to the Hardware Store: The Real-World Impact of a 100% Tariff 

    From Hollywood to the Hardware Store: The Real-World Impact of a 100% Tariff 

    Bank Failures Show Us What Not to Do with Our Own Finances

    Bank Failures Show Us What Not to Do with Our Own Finances

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    S1:E1 CVS Paying the “Pink Tax” on Certain Products and the Evolution of the Electric Vehicle Industry

    Tariffs and Their Economic Impact

    S1:E1 CVS Paying the “Pink Tax” on Certain Products and the Evolution of the Electric Vehicle Industry

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    Beyond Prototypes: Rethinking Innovation in Complex Ecosystems with Prof. Douglas Hannah

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    S1:E1 CVS Paying the “Pink Tax” on Certain Products and the Evolution of the Electric Vehicle Industry

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    Life After Cookies: Who Uses Google’s Privacy Sandbox? – Garrett Johnson

    Life After Cookies: Who Uses Google’s Privacy Sandbox? – Garrett Johnson

    S1:E1 CVS Paying the “Pink Tax” on Certain Products and the Evolution of the Electric Vehicle Industry

    Real Estate Ripples from a Landmark Settlement

    S1:E1 CVS Paying the “Pink Tax” on Certain Products and the Evolution of the Electric Vehicle Industry

    The Hidden Wisdom of Cultural Pushback

    S1:E1 CVS Paying the “Pink Tax” on Certain Products and the Evolution of the Electric Vehicle Industry

    Fusion Strategy: Navigating the Industrial Evolution

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    Boston dockworkers among thousands on strike nationwide 

    High tariffs, immigration crackdown, funding cuts: BU professor warns of ‘Trump Trifecta’ 

    Sen. Elizabeth Warren and Rep. Madeleine Dean demand food and beverage CEOs put a stop to ‘shrinkflation’ 

    Mass. leaders worried for seniors and kids as Trump agenda bill clears House 

    What Is ‘Big Law?’ 

    Stop Making Cents: US Mint Moves Forward With Plans to Kill the Penny 

    How to Attract (and Keep!) the Best Gen Z Employees 

    How to Attract (and Keep!) the Best Gen Z Employees 

    How Retailers Can Capitalize on the “Refund Effect”

    Could the GPT Store Turn ChatGPT into a Platform Powerhouse? 

    The Right Amount of Cards, Cash and ID to Carry in Your Wallet

    The ‘Best and Final’ Job Offer Usually Isn’t Final. How You Can Negotiate 

    Bank Failures Show Us What Not to Do with Our Own Finances

    Bank Failures Show Us What Not to Do with Our Own Finances

    In a ‘work-from-anywhere’ world, where are people working?

    79,000 lost jobs. $13 billion in GDP gone. Study tallies potential hit to Mass. from Trump’s ‘economic attack.’

    The Hidden Risk of Getting Paid in Stock Options 

    Trump Administration Cancels Scores of Grants to Study Online Misinformation 

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    How Retailers Can Capitalize on the “Refund Effect”

    Could the GPT Store Turn ChatGPT into a Platform Powerhouse? 

    How Retailers Can Capitalize on the “Refund Effect”

    How to Monetize Volunteer-Driven Platforms 

    How Retailers Can Capitalize on the “Refund Effect”

    Leading Global Teams Effectively 

    How Retailers Can Capitalize on the “Refund Effect”

    Research: When Prototypes Don’t Yield Useful Insights 

    Transforming Products into Platforms: Unearthing New Avenues for Business Innovation

    Transforming Products into Platforms: Unearthing New Avenues for Business Innovation

    How Retailers Can Capitalize on the “Refund Effect”

    We’re Still Lonely at Work

    How Retailers Can Capitalize on the “Refund Effect”

    17 Team-Building Activities for In-Person, Remote, and Hybrid Teams

    3 Ways to Support Employees with Bipolar Disorder

    3 Ways to Support Employees with Bipolar Disorder

    Will That Marketplace Succeed?

    Will That Marketplace Succeed?

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TikTok and the Future of Digital Marketing: Lessons from Khartoon Weiss

Shannon LightbyShannon Light
November 11, 2024
in Digital Business, Events, Insights Live
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TikTok and the Future of Digital Marketing: Lessons from Khartoon Weiss
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Questrom School of Business recently welcomed Khartoon Weiss, TikTok’s Global Head of Agency and Accounts, for an engaging session that provided students and professionals with a fresh perspective on the future of digital marketing and the power of the creator economy.

Khartoon, who shared her inspiring journey as a first-generation college student, emphasized the philosophy that has driven her career: “Work hard, and good things will happen.” This mindset has propelled her to one of her most cherished roles at TikTok, where she champions hiring immigrants and first-generation professionals. She likened their resilience and adaptability to that of “endurance athletes,” highlighting the tenacity required to navigate the professional world.

Redefining What TikTok Is

Khartoon’s insights began with a question to the audience: “What is TikTok?” The responses varied from news and entertainment to shopping. Her response shifted the conversation: “We’re not defined by any one thing.” TikTok, she explained, transcends the label of a mere social media platform. It is a cultural movement, a global community, a learning resource, and even a streaming service. Khartoon pointed out that Amazon’s recent decision to release a 48-minute episode on TikTok illustrates the platform’s evolution and diverse content capabilities.

The Power of Authenticity and the Creator Economy

One of the most powerful takeaways from the session was how TikTok is redefining marketing. Khartoon and Dean Susan Fournier explored how TikTok creators influence modern society. These creators do more than just entertain; they educate and inspire, sharing practical skills like planting and cleaning—knowledge that was once exchanged in intimate, close-knit communities. Khartoon described TikTok as “ethnology at scale,” capturing the essence of human experience and connection through digital storytelling.

Khartoon’s reflections on the growth of TikTok were striking: from being available in 21 countries to now over 150, the platform has become a global powerhouse. But what truly sets it apart is its core emphasis on authenticity. For brands aiming to succeed on TikTok, the message is clear: stay genuine, engage with your audience meaningfully, and provide solutions rather than just advertisements. TikTok’s North Star is to frame marketing not just as a business tool but as a means to inform and connect.

Building Businesses for Good

Khartoon’s discussion extended beyond content and trends to the heart of what makes creators successful: their ability to build genuine, purpose-driven businesses. She underscored how creators leverage TikTok to champion positive change and empower communities. Whether through showcasing sustainable practices, fostering inclusivity, or encouraging entrepreneurship, these digital leaders are using their platforms for good, proving that modern business growth thrives on a foundation of authenticity and meaningful engagement.

The Future of Digital Marketing

With digital marketing evolving at lightning speed, Khartoon’s insights revealed how platforms like TikTok are setting the stage for what comes next. It’s a space where information, creativity, and community overlap, leading to a marketing landscape that prioritizes trust, storytelling, and value creation.

In closing, Khartoon’s visit to Questrom was more than an overview of TikTok’s global success; it was an invitation to rethink marketing strategies and leverage the power of the creator economy. Her journey and work serve as a testament to the potential for digital platforms to create not just business growth, but positive societal impact.

Tags: Digital MarketingEvent ReplayFuture of DigitalInsights LiveKhartoon WeissTiktokWomen in Business
Shannon Light

Shannon Light

Shannon Light is an Insights@Questrom contributor and Account Manager for the Belfort Group, a fully integrated Digital Marketing, PR, and Creative agency. In collaboration with Questrom School of Business, Shannon and the Belfort Group team help manage Insights@Questrom and continue to assist with thought leadership opportunities for Questrom faculty, students, and alumni.

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