TikTok and the Future of Storytelling

On Brand with Nick Westergaard

Few platforms have changed culture as quickly—or as globally—as TikTok. Khartoon Weiss, VP and GM of North America and Global Business Solutions, is at the center of it, helping brands and businesses connect with audiences in ways that are creative, authentic, and impactful. From scaling Spotify to leading top agencies, she’s built a career on turning bold ideas into cultural movements—and now she’s shaping the future of TikTok.

What You’ll Learn in This Episode

• How TikTok has broken the traditional brand storytelling arc
• Why authenticity and “real production” outperform polish on the platform
• How content, commerce, and search converge on TikTok
• Why short form content can still drive loyalty and long-term brand love
• What brands like Chipotle, McDonald’s, and Gap are doing right on TikTok

Episode Chapters

• (00:00) Intro
• (00:38) Why TikTok has changed brand building
• (02:12) Stewarding TikTok’s brand and helping other brands grow
• (03:34) Unlearning traditional storytelling on TikTok
• (06:01) Authenticity over polish with examples from Chipotle and McDonald’s
• (10:20) Content, commerce, and the rise of search on TikTok
• (14:04) Can short form content build brand loyalty
• (21:08) Brand safety, trust, and TikTok’s uncertain future
• (24:48) Lessons from scaling brands at Spotify, agencies, and TikTok
• (27:09) The that made Khartoon smile recently

About Khartoon Weiss

Khartoon Weiss is the VP and GM of North America and Global Business Solutions at TikTok. She previously led global revenue at Spotify, served as Chief Marketing Officer and Managing Director at MDC Partners and Mediacom North America, and was a VP at iHeartMedia. She began her career at BBDO, Ogilvy, and Grey Worldwide. Weiss has been recognized by Campaign’s “40 Over 40,” AdAge’s “40 Under 40,” and AdWeek’s “Top 50.” She completed executive education at The Wharton School and lives in New York City with her husband and two rescued cats.

What Brand Has Made Khartoon Smile Recently?

Khartoon pointed to Gap as the brand making her smile lately. She praised the retailer for collaborating authentically with creators, staying true to its roots, and showing up on TikTok in ways that feel natural and culturally relevant. For her, Gap’s bravery and creativity prove that when brands lean into community and culture authentically, audiences instantly recognize it—even without the logo.

Resources & Links

• Connect with Khartoon on LinkedIn.
• Learn more about TikTok for Business.

Listen & Support the Show

• Watch or listen on Apple Podcasts, Spotify, YouTube, Amazon/Audible, TuneIn, and iHeart.
• Rate and review on Apple Podcasts and Spotify to help others find the show.
• Share this episode — email a friend or colleague this episode.
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On Brand is a part of the Marketing Podcast Network.

Until next week, I’ll see you on the Internet!

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