Subscriber Exclusive 
‘Social media is the sharp end of modern marketing’: NatWest on using TikTok for brand-building
NatWest is increasing its investment in TikTok, as it seeks to use social media to attract wider range of consumers where they look for information.
Social media is disrupting traditional search behaviour. One in three users of TikTok now actively use its search function to seek out information, as opposed to consuming content passively in the feed. For brands like NatWest that is creating new opportunities to speak to young consumers; opportunities that buck assumptions about what brands can look to achieve on social platforms.
