Natasha Onwuemezi

Proactive storytelling to position TikTok as a responsible and trusted platform partner

Context

To strengthen TikTok’s brand reputation and address industry headwinds around safety and trust, my team launched the Quarterly Safety Report – a clear, one-page summary distributed across email, web, and social to inform advertisers of ongoing platform integrity efforts. In Q4, we created a comprehensive End-of-Year Safety Report, highlighting key achievements and forward-looking commitments.

My role

I led the content strategy and execution for the Q4 2024 report, transforming technical updates and sensitive trust & safety developments into engaging, easy-to-digest content across multiple formats and channels. I ensured that the final deliverables supported both brand marketing and sales enablement.

What I did

• Developed content strategy across web, social, and email for both the quarterly and annual report rollout.
• Distilled 12 months of trust & safety updates into a concise, high-impact PDF.
• Created complementary content types including:
  • Two video scripts
  • A visual timeline
  • Playbook narrative and messaging
• Produced a clean, on-brand first draft of the report that passed through XFN approvals with minimal revisions.
• Authored all supporting copy for emails and social media to drive views and campaign performance.

Results

• 19.4K report reads, with an average read time of 1 minute 53 seconds.
• A +26% increase (vs. control) in agreement that “TikTok made efforts to improve platform safety in 2024” (Brand Lift Study).
• Equipping the sales team with a proactive, trust-forward asset that elevated partner communication and reinforced brand safety credentials.

Testimonial

Tash played a critical and humble role in the production of our annual safety report which is the main and key deliverable of our Q4 safety campaign. This was a highly sensitive report, and we went into the production of it expecting multiple rounds of XFN feedback considering its highly sensitive topic. However, being an absolute wizz and creative genius with words, Tash absolutely smashed the V1 version of the report, meaning we had next to no feedback or changes requested from XFN reviewers. Tash plays a critical role … we would be lost without her and our Q4 safety report has been a shining example of this.
– Hannah Dillon, TikTok

Takeaway

This project demonstrates:

• Experience managing high-stakes messaging with clarity, speed, and brand alignment.
• Strong cross-functional coordination across legal, policy, brand, and sales.
• Skill in developing content assets that build trust and transparency across audiences.
• Ability to drive narrative cohesion and campaign performance around complex topics.

Explore the Safety Report campaign: