Q&A: Quizlet CMO Brad Ramsey Talks TikTok Partnerships

Marketing Brew sat down with Quizlet CMO Brad Ramsey to chat about the company’s new TikTok partnership. Read on to discover how Quizlet’s marketing team made the deal happen, the value of trolling through TikTok, and whether or not a TikTok partnership could work for your brand.

This interview has been edited for brevity and clarity.

What advice do you have for other marketers seeking a partnership with TikTok?

Understand your audience, where they are, and what would positively impact them the most. Ask yourself, “What value can we bring (to TikTok) that they currently don’t have?” If your audiences have shared interests or needs, there may be a great opportunity to leverage that commonality and provide a creative solution to enhance their lives.

As we’ve seen with TikTok, viewers and creators are eager and excited for more ways to share content, get creative, and use their voices. Allowing creators (teachers, in particular) to use Quizlet to further educate their followers is really where we get to shine. Further, teachers get to shine by meeting their students where they are. With social platforms evolving every day, there are so many opportunities for brands and companies [to innovate].

What are key goals/KPIs to keep in mind for partnerships on the platform?

For Quizlet, the goal for any partnership is about providing value to our users, keeping them excited, and wanting to come back again and again.Of course, any partnership should be mutually beneficial and complementary.

How did you know a partnership of this size would make sense for Quizlet?

Joining forces with the fastest growing mobile entertainment platform, which also has a growing interest in supporting learning online, felt like something we had to explore.

Combining our global presence with TikTok’s reach allows us to continue improving the accessibility of our products. TikTok’s vast user base includes a supportive community of educators already using the platform to share content, so we are confident and excited that the partnership will engage even more students with fun and educational learning tools.

We also know the shift to remote learning has come with its challenges, and we were impressed by the work TikTok has been doing to support online learning communities as students around the world navigate the difficult transition necessitated by COVID-19.