Natasha Onwuemezi

Building Thought Leadership Through Culture-First Insights

Context

In 2023, TikTok for Business sought to position itself as a leader as a strategic partner for brands by helping them better understand and navigate evolving user behaviour and platform trends. There was a gap in consistent, insight-led thought leadership that connected platform trends with real-world business opportunity.

To elevate TikTok’s position as a cultural authority in this space, I led the development and launch of the TikTok Trends Digest, a flagship, multi-format content series designed to translate platform data and user behaviour into actionable insights for marketers. I oversaw the full lifecycle: from data synthesis and narrative development to design, and distribution.

My role

As the co-creator and project lead, I owned the end-to-end development of the Trends Digest, from initial concept and editorial direction to content production, stakeholder alignment, and performance analysis. I also delivered a high-impact year-end zine-style playbook summarising key trends and campaign opportunities.

What I did

• Conceptualised and launched the Trends Digest series to position TikTok as a cultural and creative industry authority.
• Collaborated with platform analytics and product marketing teams to identify key user trends across verticals.
• Wrote and published 10 blog posts focused on emerging trends, featuring branded case studies sourced through close collaboration with sales teams.
• Designed the project landing page. and diversified content types to maintain engagement.
• Produced a zine-style year-end playbook highlighting the year’s top trends with creative guidance for brands.
• Integrated performance tracking and quarterly stakeholder reporting.

Results

• First blog post became TikTok for Business EUI’s top-performing organic blog, with 10.5K page views.
• First supporting social asset achieved 4,436 clicks, 27% CTR, and 29% engagement rate – the best social performance that month.
• Trends Digest drove ~40% of clicks in monthly newsletters consistently.
• The year-end wrap-up zine became the most-viewed PDF of the year with 3.9K views (8x higher than average) and 1m16s average read time.

Takeaway

This initiative reflects my ability to:

• Build and scale a thought leadership content series from scratch.
• Turn trend data and audience insights into actionable editorial and campaign content.
• Deliver cross-functional value by aligning with sales, design, marketing, and regional teams.
• Lead high-performing initiatives with limited resources – driving standout results across owned channels.

Read the zine: