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.
