Katie Puris

In just two years, TikTok went from being a niche app where teenagers post videos of themselves lip-synching and dancing to one of the most dominant cultural forces in the country. In the first nine months of this year, the mobile app was downloaded by more than 64 million first-time U.S. users, according to Sensor Tower, double the number from the same period last year.

In March, when TikTok moved to work from home, Katie Puris—managing director and global head of business marketing—wrote a haiku and shared it with the internal global group.

During last week’s Social Media Week New York, Katie Puris, global managing director of TikTok, walked us through her self-created guidebook for her team at TikTok.

Who knew the combination of a person responding to car troubles by skateboarding to work while drinking a beverage, all set to a classic rock track to complement his video post on TikTok would lead to a signature moment for the platform?

Brands are a core part of the TikTok experience whether they use the platform to be at the front of emerging trends, connect with impressionable communities, or bring awareness to critical health and societal issues like a global pandemic and racial injustice. Just look no further than the #DistanceDance campaign featuring TikTok star Charli D’Amelio as an example of how TikTok continues to leverage its authentic spirit to offer users fresh ways to discover, engage, and make a difference IRL.