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Ryan Lytle

Director of Social Media

Ryan Lytle is the Director of Social Media at Adobe where he leads a team of social strategists, influencer marketers, community managers, creatives, and social analysts across the company's Corporate, Creative Cloud, Document Cloud, and Experience Cloud businesses. He is based in San Jose, California.

Prior to joining Adobe – and relocating to the Bay Area – Ryan spent more than a decade working in media on the East Coast. Most recently, he oversaw social strategy at Discovery Inc – leading strategy and platform partnerships for Food Network, HGTV, Travel Channel, TLC, and Animal Planet.

Ryan Lytle’s Session

9:45 a.m.–10:30 a.m. PDT — Wednesday, October 20, 2021

Brand Best Practices for Working with TikTok Creators

Adobe is a brand that supports, and is supported by, creators. So when the company launched its @Adobe and @Photoshop channels on TikTok in early 2021, they did so through the voices of the creative community. Showcasing a mix of creative influencers, influential TikTok users, and edutainment content, Adobe has been able to establish strong audience growth — as well as plenty of learnings along the way. This session will focus on the lessons, both good and bad, the Adobe Social Org has learned through its first year on TikTok.

You’ll learn:

  • Tips for establishing brand guidelines for TikTok
  • How to test content formats and iterate with TikTok creators
  • Setting channel benchmarks and expectations


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