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 improbable engagement price — far exceeding every other social platform immediately.

On this submit, we’ll focus on why it is best to leverage TikTok advertising in 2022 and the way smaller firms 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?

Why Manufacturers Ought to Leverage TikTok Advertising in 2022

11 TikTok Manufacturers Which are Profitable at Advertising

TikTok Advertising Suggestions

What’s TikTok Advertising?

Though TikTok may really feel like a hub of unusual posts, its recognition and video-driven content material present quite a lot of distinctive advertising alternatives.

Entrepreneurs can leverage TikTok in three most important areas:

1. Influencer Advertising

An effective way to leverage TikTok is by partaking with the influencer group. As a result of influencers have a strong understanding of the platform, they will rework stiff model messages into enjoyable and artistic movies. The sort of advertising 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 unique content material, you needn’t spend hours arising with the following viral development. Usually, the most effective performing TikToks are ones that replicate or recreate a present development. Begin by exploring the app, its developments, and the place your model can be part of the enjoyable.

3. Paid Adverts

TikTok adverts are a comparatively new addition to the platform. Powered by their very own promoting platform, TikTok For Enterprise, manufacturers can run in-feed adverts or create branded hashtags and video results.

Though most of the first manufacturers to hitch TikTok have been massive, well-known firms, it will possibly 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

Quick-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 among 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 development year-over-year. Actually, it was probably the most downloaded app in 2019 and 2020, racking up over three billion downloads thus far. It additionally boasts 1.2 billion month-to-month customers which consultants predict will attain 1.5 billion by the top of 2022.

Moreover, TikTok is probably the most partaking of all social media apps with an common person session of 10.85 minutes. Its viral nature additionally deserves a shout out. Not like different social platforms, even accounts with a handful of followers can spark hundreds of thousands of views on a fantastic video.

In the event you suppose TikTok is just for the Gen-Z crowd, suppose once more. Whereas over half of Gen-Z shoppers are on TikTok, it is choosing up steam with different age teams. In 2021, 36% of TikTok customers have been between 35 and 54 years outdated, a ten% enhance from the yr 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 reduce it on this fast-paced app.

Let us take a look at eleven manufacturers who nail TikTok advertising with artistic content material that attracts consideration.

1. The NBA

Not like 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 usually submit movies of gamers figuring out 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 a fantastic 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 blissful workers. This may make them wish to eat there as a result of they will image themselves having a enjoyable eating expertise.

What we like:

When you may count on 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, additionally they match with different humorous posts on TikTok feeds.

2. Fenty Magnificence

Probably the most standard forms of content material on TikTok is tutorials. Some manufacturers lend themselves to this greater than others, however a fantastic 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 quite a lot of manufacturers. For instance, a clothes retailer can present the best way to type sure items of clothes. A ironmongery shop can present the best way to construct, restore, or paint one thing utilizing its instruments. Even a gymnasium can provide an illustration on the best way to use completely different tools.

Begin by brainstorming all of the methods somebody may use your services or products. In the event you can break a job into steps that final not more than 60 seconds, it might make for a fantastic TikTok video tutorial.

3. Dunkin’

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 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 enhance for all chilly brew coffees.

Nevertheless, if you happen to imagine you have to companion with a well-known TikToker for it to work, suppose once more.

On the subject of influencer advertising, relevance is extra necessary than attain. Somewhat than partnering with an influencer primarily based solely on vainness metrics (resembling 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 extra engagement than their extra standard 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 properly. The bakery chain does an distinctive job at capitalizing on standard 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 may consequence from having made authorized preparations with main music firms. Possibly that is why it is almost unimaginable to scroll via 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 developments or placing a singular spin on an present one. When manufacturers take the time to know TikTok and preserve a finger on the heart beat of the platform, it turns into simpler to hitch trending subjects, challenges, and memes. And if you happen to’re unsure the place to begin, 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 partaking the TikTok group in a enjoyable and genuine method.

Chipotle opts for a extra informal vibe, usually posting dance challenges and fan-made content material, resembling 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:

In the event you want a artistic method to unfold model consciousness shortly, taking a observe from Chipotle and sharing personable behind-the-scenes footage may be a fantastic experiment. Additionally, lean into your model 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.

Here 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 awesome success, with the hashtag #gymshark66 producing 193 million views.

What we like:

Gymshark leverages the ability of challenges. 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. Contemplate creating your personal problem or placing a singular 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 critical content material. Surprisingly, the newspaper really makes use of its account to submit 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. Try this skit about Delta Airways’ PR division struggling to put in writing a press launch concerning 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 giggle.

As a result of The Submit has a protracted historical past of groundbreaking, award-winning, and mental journalism, this comedic strategy may also appeal to younger readers who wish to observe the information however used to fret that content material from a newspaper could be too superior or out of contact for them.

What we like:

Regardless of its fame for “critical journalism,” the Washington Submit didn’t draw 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 could possibly be an fascinating experiment. It’d make your content material and model really feel much less intimidating and show you how to achieve 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 may 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:

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 fashion, zoo followers may achieve extra curiosity within the aquarium and vice versa.

9. Duolingo

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, fashionable, and infrequently chaotic movies that includes its mascot, Duo the owl. Duo may be seen dancing to standard audio, including sassy commentary to popular culture information, and leaping on the newest developments.

Duo’s antics have efficiently humanized the model and epitomizes their witty model voice — which additionally is useful when responding to TikTok feedback.

What we like:

Your model voice shapes each interplay you might have 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.

10. Crocs

Whereas the love-hate relationship with crocs could be very actual, it’s all love for the model on TikTok. Its profitable technique consists of 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 the best way to type their footwear with equipment and a fantastic humorousness.

What we like:

Nobody likes a model that takes itself too critically. On the finish of the day, your patrons are folks — not robots with bank cards. Humility and humor are two components that may humanize your model, reduce via 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 sophisticated) 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 lease management, no matter is simply too difficult for Planet Cash to chip away at in an modern and humorous method. Do not imagine me? Simply check out this skit explaining how banks make billions from overdraft charges, which begins with a person making an attempt to purchase a burrito:

 

What we like:

In the event you really feel your model is simply too “critical” for TikTok, take a observe from Planet Cash and strategy your model — or your content material — from a special angle. It’s possible you’ll discover that including a splash of humor is simply what you have to skyrocket on the platform.

TikTok Advertising Suggestions

Whereas it may be difficult to get your content material to go viral like the larger manufacturers, TikTok could possibly be a fantastic instrument for getting in sync with youthful audiences.

In the event you suppose TikTok may be a part of your advertising technique quickly or sooner or later, now could 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.

In the event you’re raring to go on a TikTok technique, listed below are a number of ideas and takeaways that we have gained from wanting on the manufacturers which have already performed properly on the app.

• Present a special aspect of your organization. The app is a hub for creativity and humor. Embracing a extra private tone or a behind-the-scenes strategy may make your organization seem extra relatable or reliable to potential clients.
• Do not be afraid to experiment. Not like platforms like Fb and LinkedIn, there aren’t as many norms, greatest practices, or guidelines about what works and what does not. In the event you suppose one thing may be fascinating or humorous, attempt 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 intention to work together with others. As with different platforms, the extra you have interaction with folks, the extra your fan base may develop.
• Do not draw back from advertising your merchandise, however be sure you do it in a artistic method. Attempt your hand at tutorials, demonstrations, and how-to content material that showcase the most effective elements of your services or products.
• Faucet into the ability of word-of-mouth advertising with influencers. However keep in mind that relevance is extra necessary than attain, so companion with area of interest micro-influencers who share an analogous viewers.

For manufacturers, becoming a member of TikTok provides a possibility to succeed in youthful audiences and enhance model consciousness in a extremely playful surroundings. 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 observe: This submit was initially printed in September 2019 and has been up to date for comprehensiveness.