The first few seconds often determine whether a user will stay with a piece of content or keep scrolling. This brief window for capturing attention, as well as everything that comes after it, will be the focus of the September edition of SOZ Academy.
Under the title TikTok and the Art of Stopping the Scroll, the Academy will bring together experts at Ljubljana’s Crystal Palace on 4 September to discuss content, advertising and trends on TikTok from different perspectives.
The first part of the programme will focus on what brands and agencies can apply in their everyday work. Triša Boh, key account manager for social media at Smart AD, and Tina Govednik, a TikTok advertising expert at Aleph, will present best practices in content creation and effective advertising, as well as the trends that those communicating on the platform should be following today.
At Smart AD, Boh works on content strategy planning, content creation and monitoring trends and user behaviour across digital platforms. At Aleph, the official sales partner of TikTok, Govednik advises companies and agencies on how to use the platform’s advertising solutions and plan campaigns.
The second part of the Academy will open a broader discussion about the relationship between brands, agencies and creators. Primož Petrovič Vernikov, chief operating officer at Smart AD, and Jure Ropič, a content creator for TikTok and other social platforms, will discuss how successful content is created, how collaboration between brands and creators is developing, and which opportunities and challenges could shape the platform’s further development.
The discussion will be moderated by Gregor Trebušak, executive director of SBC – Slovenian Business Club and a moderator of business events and roundtables.
SOZ Academy will take place live on 4 September 2026 at the Crystal Palace in Ljubljana, and the event is open to representatives of SOZ members.
More information and registration are available on the SOZ website.
