In response to HubSpot’s social media group, the video-based social app TikTok has critical development 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 users.

Whereas Gen-Z makes use of the platform to indicate their artistic aspect, some manufacturers on TikTok use the platform to construct model consciousness, interact youthful audiences, and reveal a lighter aspect of themselves via humorous movies and challenges that drive social media developments throughout different platforms.

On this put up, we’ll focus on why you need to leverage TikTok advertising and marketing in 2022 and the way smaller corporations 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 would possibly really feel like a hub of unusual posts, its recognition and video-driven content material present quite a lot of distinctive advertising and marketing alternatives.

Entrepreneurs can leverage TikTok in three foremost areas:

1. Influencer Advertising

An effective way to leverage TikTok is by participating 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 inventive movies. One of these advertising and marketing is especially efficient at opening your content material to a brand new viewers and boosting model consciousness.

2. Unique Content material

Though followers of TikTok love authentic content material, you need not spend hours developing with the subsequent viral pattern. Usually, the very best performing TikToks are ones that replicate or recreate a present pattern. Begin by exploring the app, its developments, and the place your model can be a 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 Business, manufacturers can run in-feed advertisements or create branded hashtags and video results.

Though lots of the first manufacturers to affix TikTok have been giant, well-known corporations, it might 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 development 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 development, there’s a big viewers able to be wooed by modern and fast-thinking manufacturers.

TikTok’s taking part in discipline can also be pretty stage in relation to reaching viral standing on the app. In contrast to different social platforms like Instagram and Fb, even accounts with a handful of followers can spark hundreds of thousands of views on an important video.

Since TikTok is quirky by nature, manufacturers must be artistic 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 artistic content material that pulls consideration.

1. 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’re going to typically put up 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:

Whilst you would possibly count on the NBA to focus extra significantly 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, additionally 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 would possibly suppose the restaurant has nice and blissful employees. This would possibly make them need to eat there as a result of they’ll image themselves having a enjoyable eating expertise.

2. Fenty Magnificence

Probably the most well-liked varieties of content material on TikTok is tutorials. Some manufacturers lend themselves to this greater than others, however an important 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 way to model sure items of clothes. A ironmongery shop can present the way to construct, restore, or paint one thing utilizing its instruments. Even a gymnasium can provide an illustration on the way to use completely different gear.

Begin by brainstorming all of the methods somebody may use your services or products. If you happen to can break a process into steps that final not more than 60 seconds, it might make for an important TikTok video tutorial.

3. Dunkin’

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 objects at Dunkin and collaborated on a number of movies.

After posting content material concerning 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 the event you consider that you must companion with a well-known TikToker for it to work, suppose once more.

In the case of influencer advertising and marketing, relevance is extra vital than attain. Quite than partnering with an influencer primarily based solely on vainness metrics (reminiscent of follower rely), 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 well-liked counterparts.

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 well-liked TikTok memes, codecs, and audio.

This is Milk Bar placing a spin on the “Have you ever ever been in love?” video pattern:

Take a look at one other humorous video that makes use of the favored “Oh Lord” audio clip:

TikTok makes it straightforward so as to add music to video clips, which may end result from having made authorized preparations with main music corporations. Perhaps because of this it is almost unimaginable to scroll via TikTok with out seeing customers dancing or lip-syncing to music.

Viewers prefer to see manufacturers becoming a member of in on present developments or placing a novel spin on an current one. When manufacturers take the time to grasp TikTok and preserve a finger on the heartbeat of the platform, it turns into simpler to affix trending subjects, challenges, and memes. And in the event you’re unsure the place to start out, try TikTok’s Discovery Web page for inspiration.

5. Chipotle

Since becoming a member of TikTok in 2018, Chipotle has set the usual for a way manufacturers can develop their model presence whereas participating the TikTok group in a enjoyable and genuine manner.

Chipotle opts for a extra informal vibe, typically posting dance challenges and fan-made content material, reminiscent of 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. Take a look at this “vlog model” video of a former Chipotle worker revisiting her job and interviewing her coworkers:

If you happen to want a artistic solution to unfold model consciousness shortly, taking a word from Chipotle and sharing personable behind-the-scenes footage may be an important experiment. Additionally, lean into your brand advocates who could also be keen to share their experiences on social media.

6. Gymshark

Gymshark is among 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 gymnasium really feel much less intimidating.

This is a kind 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 developments on TikTok, and modern manufacturers are utilizing them to fast-track their development and join with hundreds of thousands of customers on the app. Take into account creating your personal problem or placing a novel spin on an already current one.

7. The Washington Publish

The Washington Publish was one among TikTok’s earliest model adopters. Those that have not seen their movies may be anticipating investigative or critical content material. Surprisingly, the newspaper truly makes use of its account to put up comedic skits concerning 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. Take a look at this skit about Delta Airways’ PR division struggling to put in writing a press launch concerning the COVID-19 delta variant:

The Washington Publish shows how manufacturers can succeed on TikTok by speaking on to its particular viewers — younger viewers who need to snicker.

As a result of The Publish has an extended historical past of groundbreaking, award-winning, and mental journalism, this comedic method may also appeal to younger readers who need to comply with 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 might be an attention-grabbing experiment. It would make your content material and model really feel much less intimidating and provide help to 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 easy: Publish movies of cute animals with enjoyable music. And with over 2 million followers, it appears to be working. How may anybody not need to comply with them after seeing this video of an lovely pink 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, but it surely’s additionally an important 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 would possibly acquire extra curiosity within the aquarium and vice versa.

TikTok Advertising Ideas

Whereas it may be difficult to get your content material to go viral like the larger manufacturers, TikTok might be an important device for getting in sync with youthful audiences.

If you happen to suppose TikTok may be a part of your advertising and marketing technique quickly or sooner or later, now can be a good time to get forward of your opponents by downloading the app and investigating what comparable manufacturers or potential audiences are doing there.

If you happen to’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 performed 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 may make your organization seem extra relatable or reliable to potential prospects.
• 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 does not. If you happen to suppose one thing may be attention-grabbing or humorous, strive it and see if it will get any likes, feedback, or shares.
• Interact 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 give you movies, challenges, or duets that goal to work together with others. As with different platforms, the extra you interact with folks, the extra your fan base may develop.
• Do not shrink back from advertising and marketing your merchandise, however ensure you do it in a artistic manner. Attempt your hand at tutorials, demonstrations, and how-to content material that showcase the very best components of your services or products.
• Faucet into the ability of word-of-mouth advertising and marketing with influencers. However keep in mind that relevance is extra vital than attain, so companion with area of interest micro-influencers who share an analogous viewers.

It is getting tough for entrepreneurs to disregard the recognition and affect of TikTok. Becoming a member of the platform provides a chance to succeed in youthful audiences and improve model consciousness in a extremely playful setting. However succeeding on TikTok depends on creating thrilling content material — so put together to place your artistic hat on and experiment with new codecs.

Editor’s word: This put up was initially revealed in September 2019 and has been up to date for comprehensiveness.