TikTok: positioning in Russia

Communicational support of the largest service for creating and viewing short videos.


In 2021, TikTok decided to seriously promote its platform in Russia, inform the target audience about its trends, and change common stereotypes about the service among people of different ages and social status. To achieve these goals, the company was looking for a reliable communication partner.


The team of “Mikhailov and Partners” took on the daily communication support of the platform, interaction with the media, analytics, and crisis communication. We focused on promoting the brand’s key messages in the media in several directions: actively informing about TikTok’s work to ensure user safety on the platform, promoting authors of various categories on the platform in the media space, and presenting the advantages of TikTok for businesses to the B2B audience.


Communication of the TikTok brand in Russia became systematic, the recognition and mention of the platform increased. A significant result of the joint work was the launch of the TikTok Inspiring Creators Fund, thanks to which platform authors got the opportunity to monetize their content. The “Mikhailov and Partners” team was responsible for the comprehensive informational support of this event, including organizing press events and accrediting journalists. As a result, over 100 articles were published in leading Russian publications (Vedomosti, Forbes, Kommersant FM, TASS, Interfax).