The video-sharing platform TikTok has captured the world. According to DemandSage, TikTok has 1.59 billion users. While it’s encountered roadblocks in the U.S., recent developments indicate that the platform is here to stay.
Since April 2024, CloserStill Media has used TikTok to advertise its events and strengthen its brand. CloserStill’s videos include a tour of its new London headquarters, on-the-ground event coverage and trendy clips.
Trade Show Executive’s Young Professionals Corner spoke with Rachel Kilmartin, CloserStill’s Head of Communications, to learn about the organization’s TikTok strategy and get advice for organizers.
ANDREW: What can TikTok achieve that other marketing platforms can’t?
RACHEL: TikTok is built for niches. Its algorithm figures out what someone cares about in minutes, tracking signals most platforms overlook –– things like skips, rewatches and hover time.
That means you’re not just targeting broad demographics based on what people say they are interested in; You’re reaching people based on how they actually engage.
For an events professional, that’s powerful. A visitor at a trade show behaves the same way –– they wander the floor, follow their interests and discover new things.
TikTok recreates that same journey online, helping you connect with people who are naturally curious about the niche your event serves. And unlike most platforms, you don’t need years of content to break through. Even if you start posting tomorrow, your videos can quickly reach the right audience.
ANDREW: How has your work with TikTok benefited your organization?
RACHEL: Over the summer, when we had fewer events running, we used TikTok to highlight internal initiatives and focus on our employee value proposition.
We wanted to fill some entry-level roles and TikTok’s energetic style really reflected the atmosphere of our workplace. We saw a big jump in traffic to our careers page and more applications coming in.
This fall, as “event season” ramps up, we’re shifting to showcase our trade show expertise. With 850 employees running more than 200 events worldwide and loads of innovation happening … We’ve got no shortage of great stories to share.
ANDREW: What types of posts are the most successful?
RACHEL: We’ve found that being authentic works best. When we lean into the comedy of working in events, office life or staff talking passionately about their work, those videos really take off.
We also worked with our graduate interns to do a series that jumped on trending audio to teach them about digital marketing. It was really fun, suited the platform, hit our target demographic and ended up doing really well!
ANDREW: What are the risks of TikTok marketing?
RACHEL: The main risk comes with visibility. When you or your staff are public-facing on a public platform, there’s always the chance of inappropriate comments.
But it’s no different from using LinkedIn or any other social channel. The key is to stay vigilant –– monitor the comment section, remove anything that doesn’t sit right and protect both your people and your brand.
ANDREW: What have you learned about the platform so far — and what advice would you give to a beginner?
RACHEL: Don’t overthink and have fun. TikTok isn’t like your other marketing channels like emails or direct mail.
Users are accustomed to user-generated content so you don’t need to create super polished, studio-level videos. Most event professionals have decent phones capable of filming and editing.
Invest in mid-range microphones and start capturing your teammates in action or record speakers and sponsors during your meetings. The less forced it feels, the better.
ANDREW: Could you walk through one or two learning experiences that you have been through on the platform?
RACHEL: One big learning experience is how quickly things can go viral on TikTok. I found this out after a weekend camping with no cell signal –– I came back to see that one of our videos had hit 200,000 views.
The exposure was fantastic, but it also drew in a handful of negative comments. Like I mentioned before, it’s a risk of TikTok: You need to be ready for all kinds of feedback.
It doesn’t happen often, but going viral taught us how important it is to stay on top of notifications and make sure someone always has access to the account if a post suddenly takes off.
ANDREW: What are some misconceptions that young professionals might have about the platform?
RACHEL: A big misconception I hear is that TikTok is just for Gen Z. Yes, they were the early adopters, but that is no longer true. TikTok now has around 1.6 billion users worldwide, and nearly half are over 30. Millennials alone make up roughly a third of the global audience.
The idea that it is “just for teenagers” is long outdated.
Another misconception is that TikTok is “just dance trends.” That may have been true early on, but the platform has matured. The algorithm is built to connect people with what they are genuinely interested in and those interests are constantly shifting.
That is exactly why TikTok works for us. Trade shows thrive on evolving content, sponsors and networking. And while nothing beats being face-to-face, bite-sized videos extend that energy online. With U.S. users spending nearly an hour a day on the app, TikTok is perfect for highlights, speaker clips and behind-the-scenes moments that build FOMO and showcase what makes your event unmissable –– in a way other channels cannot.
ANDREW: What are some strategies to avoid?
RACHEL: A pet peeve of mine is seeing events launch a TikTok account in the lead-up to a show, go silent for the next 10 months … and then say, “it doesn’t work for us.”
TikTok only works if you nurture your community niche all year round. Don’t just post onsite content once a year when the show is happening. Write an annual content strategy with a long-term plan that captures stories, trends, interviews and behind-the-scenes moments throughout the cycle.
Consistency is what keeps your audience engaged and how the algorithm will reward you –– not a quick burst once a year.
ANDREW: Is there anything else that you’d like to add?
RACHEL: Shameless plug… but seriously, follow @closerstillmedia on TikTok for more!
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