It is getting troublesome for entrepreneurs to disregard the recognition and affect of TikTok. Manufacturers on TikTok are reaching youthful audiences, growing model consciousness, and going viral — all by leveraging the ability of short-form video.
In fact, it additionally helps that TikTok has over 1 billion energetic customers and a fantastic engagement rate — far exceeding some other social platform at present.
On this submit, we’ll focus on why it is best to leverage TikTok advertising in 2022 and the way smaller corporations can construct a scalable, enjoyable, and artistic technique on the platform. We’ll additionally cowl eleven manufacturers which have gone viral on TikTok.
Desk of Contents
What’s TikTok Advertising and marketing?
Though TikTok may really feel like a hub of unusual posts, its reputation and video-driven content material present a wide range of distinctive advertising alternatives.
Entrepreneurs can leverage TikTok in three primary areas:
1. Influencer Advertising and marketing
A good way to leverage TikTok is by partaking with the influencer group. As a result of influencers have a stable understanding of the platform, they’ll remodel stiff model messages into enjoyable and artistic movies. This kind of advertising is especially efficient at opening your content material to a brand new viewers and boosting model consciousness.
2. Authentic Content material
Though followers of TikTok love unique content material, you needn’t spend hours arising with the following viral development. Usually, the perfect performing TikToks are ones that replicate or recreate a present development. Begin by exploring the app, its tendencies, and the place your model can be part of the enjoyable.
3. Paid Advertisements
TikTok adverts are a comparatively new addition to the platform. Powered by their very own promoting platform, TikTok For Business, manufacturers can run in-feed adverts or create branded hashtags and video results.
Though most of the first manufacturers to affix TikTok had been massive, well-known corporations, it will possibly nonetheless be useful for small companies to take a look at why manufacturers of all sizes are becoming a member of the platform.
Why Manufacturers Ought to Leverage TikTok Advertising and marketing in 2022
Brief-form video is dominating the social media panorama — and TikTok is the main platform for it. It is no shock that greater than half of entrepreneurs (52%) who use TikTok plan to extend their funding in 2022, which is likely one of the highest jumps of any platform.
Whereas TikTok is comparatively new in comparison with different social giants like YouTube and Instagram, it is seeing stellar progress year-over-year. In reality, it was probably the most downloaded app in 2019 and 2020, racking up over three billion downloads to this point. It additionally boasts 1.2 billion monthly users which specialists predict will attain 1.5 billion by the tip of 2022.
Moreover, TikTok is probably the most partaking of all social media apps with an average user session of 10.85 minutes. Its viral nature additionally deserves a shout out. In contrast to different social platforms, even accounts with a handful of followers can spark tens of millions of views on an ideal video.
Should you suppose TikTok is just for the Gen-Z crowd, suppose once more. Whereas over half of Gen-Z customers are on TikTok, it is selecting up steam with different age teams. In 2021, 36% of TikTok users were between 35 and 54 years old, a ten% enhance from the 12 months earlier than.
That mentioned, since TikTok is quirky by nature, manufacturers have to get artistic to achieve their viewers’s consideration. In different phrases, a easy advert or sponsored influencer endorsement won’t minimize it on this fast-paced app.
Let us take a look at eleven manufacturers who nail TikTok advertising with artistic content material that pulls consideration.
11 Finest Manufacturers on TikTok
- The NBA
- Fenty Magnificence
- Milk Bar
- The Washington Submit
- San Diego Zoo
- Planet Cash
1. The NBA
In contrast to its Instagram channel, which focuses purely on basketball video games and highlights, the NBA’s TikTok posts present a lighter aspect of the group. For instance, they will usually submit movies of gamers understanding to music, dancing on the courtroom, or answering fan questions.
On this video, Steph Curry of the Golden State Warriors busts a transfer from the sidelines after his teammate scores:
And take a look at this humorous montage of Chris Bosh photo-bombing his teammates (together with LeBron James) all through his profession:
Making your model really feel extra private can have an ideal impact on TikTok. For instance, in case your restaurant’s TikTok account posts humorous movies of waiters dancing, viewers may suppose the restaurant has nice and completely satisfied employees. This may make them wish to eat there as a result of they’ll image themselves having a enjoyable eating expertise.
What we like:
When you may anticipate the NBA to focus extra critically on stats and video games, it makes use of the app to loosen up the branding and make its athletes look extra relatable. Whereas the movies nonetheless promote basketball, in addition they match with different humorous posts on TikTok feeds.
2. Fenty Magnificence
One of the vital in style varieties of content material on TikTok is tutorials. Some manufacturers lend themselves to this greater than others, however an ideal instance is Fenty Magnificence, which makes use of TikTok to indicate make-up tutorials, wear-tests, and product launches.
What we like:
Tutorial-based movies can match a wide range of manufacturers. For instance, a clothes retailer can present learn how to type sure items of clothes. A ironmongery store can present learn how to construct, restore, or paint one thing utilizing its instruments. Even a fitness center can supply an illustration on learn how to use totally different gear.
Begin by brainstorming all of the methods somebody might use your services or products. Should you can break a job into steps that final not more than 60 seconds, it could make for an ideal TikTok video tutorial.
Dunkin’ was one of many first manufacturers to make use of influencer advertising on the platform by partnering with TikTok megastar Charli D’Amelio.
Collectively, they launched new menu gadgets at Dunkin and collaborated on a number of movies.
After posting content material in regards to the partnership, Dunkin noticed a 57% spike in app downloads and a 20% gross sales enhance for all chilly brew coffees.
Nevertheless, in case you consider you could associate with a well-known TikToker for it to work, suppose once more.
On the subject of influencer advertising, relevance is extra necessary than attain. Moderately than partnering with an influencer primarily based solely on vainness metrics (corresponding to follower depend), search for micro-influencers who’ve a distinct segment viewers that aligns with your personal. Analysis reveals that influencers with lower than 1,000 followers obtain more engagement than their extra in style counterparts.
What we like:
This instance highlights the ability of influencer advertising on TikTok. By partnering with influencers, Dunkin’ advantages from word-of-mouth advertising whereas constructing social proof.
4. Milk Bar
TikTok movies thrive with music, and Milk Bar is aware of this too nicely. The bakery chain does an distinctive job at capitalizing on in style TikTok memes, codecs, and audio.
Here is Milk Bar placing a spin on the “Have you ever ever been in love?” video development:
TikTok makes it straightforward so as to add music to video clips, which might outcome from having made authorized preparations with main music corporations. Perhaps that is why it is practically not possible to scroll by means of TikTok with out seeing customers dancing or lip-syncing to music.
What we like:
Viewers prefer to see manufacturers becoming a member of in on present tendencies or placing a singular spin on an current one. When manufacturers take the time to grasp TikTok and maintain a finger on the heart beat of the platform, it turns into simpler to affix trending subjects, challenges, and memes. And in case you’re undecided the place to begin, try TikTok’s Discovery Web page for inspiration.
Since becoming a member of TikTok in 2018, Chipotle has set the usual for the way manufacturers can develop their model presence whereas partaking the TikTok group in a enjoyable and genuine means.
Chipotle opts for a extra informal vibe, usually posting dance challenges and fan-made content material, corresponding to movies of individuals sharing their favourite Chipotle recipes and hacks.
Chipotle additionally showcases behind-the-scenes footage from actual crew members in actual Chipotle kitchens. Try this “vlog type” video of a former Chipotle worker revisiting her job and interviewing her coworkers:
What we like:
Should you want a artistic approach to unfold model consciousness shortly, taking a be aware from Chipotle and sharing personable behind-the-scenes footage may be an ideal experiment. Additionally, lean into your model advocates who could also be keen to share their experiences on social media.
Gymshark is likely one of the main health manufacturers on TikTok, reaching 2 million followers in solely six months. Gymshark caters to health fanatics by posting exercise challenges, inspirational well being journeys, and relatable health humor that makes the fitness center really feel much less intimidating.
Here is a type of relatable health movies:
One of many model’s most notable TikTok campaigns was the 66 Days: Change Your Life problem, which highlights the truth that it takes 66 days to kind a behavior. TikTokers submitted movies of their very own exercise journey in hopes of successful a Gymshark membership.
The marketing campaign was an awesome success, with the hashtag #gymshark66 producing 193 million views.
What we like:
Gymshark leverages the ability of challenges. Challenges are one of many largest tendencies on TikTok, and progressive manufacturers are utilizing them to fast-track their progress and join with tens of millions of customers on the app. Contemplate creating your personal problem or placing a singular spin on an already current one.
7. The Washington Submit
The Washington Submit was considered one of TikTok’s earliest model adopters. Those that have not seen their movies may be anticipating investigative or critical content material. Surprisingly, the newspaper really makes use of its account to submit comedic skits in regards to the newest breaking information.
These movies slot in completely with the platform as a result of they’re humorous, well timed, and embrace a few of TikTok’s weirdest particular results. Try this skit about Delta Airways’ PR division struggling to put in writing a press launch in regards to the COVID-19 delta variant:
The Washington Submit shows how manufacturers can succeed on TikTok by speaking on to its particular viewers — younger viewers who wish to snigger.
As a result of The Submit has an extended historical past of groundbreaking, award-winning, and mental journalism, this comedic method may additionally appeal to younger readers who wish to observe the information however used to fret that content material from a newspaper can be too superior or out of contact for them.
What we like:
Regardless of its popularity for “critical journalism,” the Washington Submit didn’t shrink back from TikTok. In case your model is in publishing, academia, or comparable industries, testing out a video technique that reveals off your lighter aspect might be an fascinating experiment. It’d make your content material and model really feel much less intimidating and enable you acquire consideration from newer audiences.
8. San Diego Zoo
Everybody loves a cute animal video. The San Diego Zoo’s TikTok account pleasantly takes benefit of this well-known reality.
The zoo’s technique is straightforward: Submit movies of cute animals with enjoyable music. And with over 2 million followers, it appears to be working. How might anybody not wish to observe them after seeing this video of an lovely purple panda?
If that cuteness wasn’t sufficient, the zoo has additionally dueted with different animal-friendly accounts, just like the Monterey Aquarium:
What we like:
This can be a nice instance of how two comparable manufacturers can cross-promote utilizing TikTok options. Due to the zoo’s tagging technique, this video may be seen by followers of the aquarium and the zoo. This manner, zoo followers may acquire extra curiosity within the aquarium and vice versa.
TikTok is thought for its quirky “unhinged” content material, and Duolingo has successfully carved out an area on this panorama.
The model continues to go viral for its humorous, stylish, and sometimes chaotic movies that includes its mascot, Duo the owl. Duo may be seen dancing to in style audio, including sassy commentary to popular culture information, and leaping on the most recent tendencies.
Duo’s antics have efficiently humanized the model and epitomizes their witty model voice — which additionally turns out to be useful when responding to TikTok feedback.
What we like:
Your model voice shapes each interplay you’ve on-line — from the movies you create to the way you reply to feedback. Duolingo has molded a robust model voice which it makes use of to inform memorable and entertaining tales.
Whereas the love-hate relationship with crocs may be very actual, it’s all love for the model on TikTok. Its successful technique contains unique music, brand-specific hashtags (like #CrocTok), and colourful, entertaining content material.
That mentioned, Crocs actually shines at poking enjoyable of itself and the perceived “ugliness” of their footwear. They lean into this by posting outfit of the day (OOTD) movies and tutorials on learn how to type their footwear with equipment and an ideal humorousness.
What we like:
Nobody likes a model that takes itself too critically. On the finish of the day, your patrons are individuals — not robots with bank cards. Humility and humor are two components that may humanize your model, minimize by means of the noise, and construct a connection together with your viewers.
11. Planet Cash
Planet Cash is a podcast by the Nationwide Public Radio (NPR) with the tagline — “The economic system defined.”
It is laborious to think about a model masking such a critical (and complicated) matter on a platform that is synonymous with foolish, snackable content material. However Planet Cash manages to infuse instructional movies with an entertaining spin.
From inflation to hire management, no matter is just too difficult for Planet Cash to chip away at in an progressive and humorous means. Do not consider me? Simply check out this skit explaining how banks make billions from overdraft charges, which begins with a person attempting to purchase a burrito:
What we like:
Should you really feel your model is just too “critical” for TikTok, take a be aware from Planet Cash and method your model — or your content material — from a distinct angle. It’s possible you’ll discover that including a splash of humor is simply what you could skyrocket on the platform.
TikTok Advertising and marketing Ideas
Whereas it may be difficult to get your content material to go viral like the larger manufacturers, TikTok might be an ideal instrument for getting in sync with youthful audiences.
Should you suppose TikTok may be a part of your advertising technique quickly or sooner or later, now can be a good time to get forward of your rivals by downloading the app and investigating what comparable manufacturers or potential audiences are doing there.
Should you’re raring to go on a TikTok technique, listed below are a couple of suggestions and takeaways that we have gained from wanting on the manufacturers which have already completed nicely on the app.
- Present a distinct aspect of your organization. The app is a hub for creativity and humor. Embracing a extra private tone or a behind-the-scenes method might make your organization seem extra relatable or reliable to potential clients.
- Do not be afraid to experiment. In contrast to platforms like Fb and LinkedIn, there aren’t as many norms, finest practices, or guidelines about what works and what would not. Should you suppose one thing may be fascinating or humorous, attempt it and see if it will get any likes, feedback, or shares.
- Have interaction together with your viewers. Between challenges, duets, likes, feedback, and shares, there are many methods to have interaction with different TikTok customers — even when you do not know them. Attempt to provide you with movies, challenges, or duets that goal to work together with others. As with different platforms, the extra you have interaction with individuals, the extra your fan base might develop.
- Do not shrink back from advertising your merchandise, however ensure you do it in a artistic means. Attempt your hand at tutorials, demonstrations, and how-to content material that showcase the perfect components of your services or products.
- Faucet into the ability of word-of-mouth advertising with influencers. However do not forget that relevance is extra necessary than attain, so associate with area of interest micro-influencers who share an analogous viewers.
For manufacturers, becoming a member of TikTok gives a possibility to succeed in youthful audiences and enhance model consciousness in a extremely playful setting. However succeeding on the platform depends on creating thrilling content material — so put together to place your artistic hat on and experiment with new codecs.
Editor’s be aware: This submit was initially printed in September 2019 and has been up to date for comprehensiveness.