In response to HubSpot’s social media crew, the video-based social app TikTok has severe progress and engagement potential for manufacturers. The platform, which permits customers to make quick, looping movies with particular results and musical overlays, is booming with greater than 1 billion customers.
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Whereas Gen-Z makes use of the platform to indicate their inventive aspect, some manufacturers on TikTok use the platform to construct model consciousness, have interaction youthful audiences, and reveal a lighter aspect of themselves by way of humorous movies and challenges that drive social media tendencies throughout different platforms.
On this submit, we’ll talk about why you must leverage TikTok advertising and marketing in 2022 and the way smaller firms can construct a scalable, enjoyable, and inventive technique on the platform. We’ll additionally cowl eight manufacturers which have gone viral on TikTok.
What’s TikTok Advertising?
Though TikTok may really feel like a hub of unusual posts, its reputation and video-driven content material present quite a lot of distinctive advertising and marketing alternatives.
Entrepreneurs can leverage TikTok in three important areas:
1. Influencer Advertising
A good way to leverage TikTok is by participating with the influencer group. As a result of influencers have a stable understanding of the platform, they will remodel stiff model messages into enjoyable and inventive movies. The sort of advertising and marketing 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 authentic content material, you needn’t spend hours arising with the subsequent viral pattern. Typically, the perfect performing TikToks are ones that replicate or recreate a present pattern. Begin by exploring the app, its tendencies, and the place your model can be part of the enjoyable.
3. Paid Adverts
TikTok advertisements are a comparatively new addition to the platform. Powered by their very own promoting platform, TikTok For Enterprise, manufacturers can run in-feed advertisements or create branded hashtags and video results.
Though lots of the first manufacturers to hitch TikTok had been massive, well-known firms, it will probably nonetheless be useful for small companies to have a look at why manufacturers of all sizes are becoming a member of the platform.
Why Manufacturers Ought to Leverage TikTok Advertising in 2022
TikTok has seen a progress spurt over the previous few years. The app has over 1 billion customers and overtook Fb because the most downloaded app of 2020.
With its stellar progress, there’s a big viewers able to be wooed by revolutionary and fast-thinking manufacturers.
TikTok’s taking part in area can be pretty stage on the subject of attaining viral standing on the app. In contrast to different social platforms like Instagram and Fb, even accounts with a handful of followers can spark thousands and thousands of views on an awesome video.
Since TikTok is quirky by nature, manufacturers have to be inventive to actually acquire their viewers’s consideration. A easy advert or sponsored influencer endorsement won’t lower it on this fast-paced app.
Let us take a look at eight manufacturers who nail TikTok advertising and marketing with inventive content material that attracts consideration.
8 TikTok Advertising Examples
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’re going to typically submit movies of gamers figuring out to music, dancing on the court docket, 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:
Whilst you may count on the NBA to focus extra severely 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.
In different enterprise settings, making your model really feel extra private can have the identical impact. For instance, in case your restaurant’s TikTok account posts humorous movies of waiters dancing, viewers may suppose the restaurant has nice and glad employees. This may make them wish to eat there as a result of they will image themselves having a enjoyable eating expertise.
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 awesome instance is Fenty Magnificence, which makes use of TikTok to indicate make-up tutorials, wear-tests, and product launches.
Tutorial-based movies can match quite a lot of manufacturers. For instance, a clothes retailer can present the right way to type sure items of clothes. A ironmongery shop can present the right way to construct, restore, or paint one thing utilizing its instruments. Even a fitness center can provide an illustration on the right way to use completely different gear.
Begin by brainstorming all of the methods somebody might use your services or products. In case you can break a activity into steps that final not more than 60 seconds, it might make for an awesome TikTok video tutorial.
Dunkin’ was one of many first manufacturers to make use of influencer advertising and marketing 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 increase for all chilly brew coffees.
Influencer advertising and marketing is highly effective as a result of it faucets into word-of-mouth advertising and marketing and social proof. However in case you consider you have to accomplice with a well-known TikToker for it to work, suppose once more.
With regards to influencer advertising and marketing, relevance is extra necessary than attain. Relatively than partnering with an influencer based mostly solely on self-importance metrics (comparable to follower rely), search for micro-influencers who’ve a distinct segment viewers that aligns with your individual. Analysis reveals that influencers with lower than 1,000 followers obtain extra engagement than their extra in style counterparts.
4. Milk Bar
TikTok movies thrive with music, and Milk Bar is aware of this too properly. The bakery chain does an distinctive job at capitalizing on in style TikTok memes, codecs, and audio.
This is Milk Bar placing a spin on the “Have you ever ever been in love?” video pattern:
Try one other humorous video that makes use of the favored “Oh Lord” audio clip:
TikTok makes it simple so as to add music to video clips, which might end result from having made authorized preparations with main music firms. Possibly for this reason it is almost unimaginable to scroll by way of TikTok with out seeing customers dancing or lip-syncing to music.
Viewers wish to see manufacturers becoming a member of in on present tendencies or placing a novel spin on an present one. When manufacturers take the time to know TikTok and maintain a finger on the heart beat of the platform, it turns into simpler to hitch trending matters, challenges, and memes. And in case you’re undecided the place to start out, take a look at 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 participating the TikTok group in a enjoyable and genuine means.
Chipotle opts for a extra informal vibe, typically posting dance challenges and fan-made content material, comparable to movies of individuals sharing their favourite Chipotle recipes and hacks. This is an instance of a Chipotle “menu hack” for spicy queso, which has over 300,000 likes:
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:
In case you want a inventive method to unfold model consciousness rapidly, taking a observe from Chipotle and sharing personable behind-the-scenes footage may be an awesome 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.
This 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 profitable a Gymshark membership.
The marketing campaign was an amazing success, with the hashtag #gymshark66 producing 193 million views.
Challenges are one of many greatest tendencies on TikTok, and revolutionary manufacturers are utilizing them to fast-track their progress and join with thousands and thousands of customers on the app. Contemplate creating your individual problem or placing a novel spin on an already present one.
7. The Washington Submit
The Washington Submit was certainly one of TikTok’s earliest model adopters. Those that have not seen their movies may be anticipating investigative or severe content material. Surprisingly, the newspaper truly 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 snort.
As a result of The Submit has an extended historical past of groundbreaking, award-winning, and mental journalism, this comedic method may also entice 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.
In case your model is in publishing, academia, or comparable industries, testing out a video technique that reveals off your lighter aspect could possibly be an fascinating experiment. It would make your content material and model really feel much less intimidating and assist 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 truth.
The zoo’s technique is easy: 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 cute crimson panda?
If that cuteness wasn’t sufficient, the zoo has additionally dueted with different animal-friendly accounts, just like the Monterey Aquarium:
Not solely is that this interesting to penguin lovers, nevertheless it’s additionally an awesome 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 fashion, zoo followers may acquire extra curiosity within the aquarium and vice versa.