TikTok Brands That are Winning at Marketing in 2022



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 power of short-form video.

In fact, it additionally helps that TikTok has over 1 billion lively customers and a fantastic engagement rate — far exceeding another social platform as we speak.

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 eleven manufacturers which have gone viral on TikTok.

Desk of Contents

What is TikTok Marketing?

Why Brands Should Leverage TikTok Marketing in 2022

11 TikTok Brands That are Winning at Marketing

TikTok Marketing Tips

What’s TikTok Advertising and marketing?

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

Entrepreneurs can leverage TikTok in three principal areas:

1. Influencer Advertising and marketing

A good way to leverage TikTok is by participating with the influencer community. As a result of influencers have a stable understanding of the platform, they’ll remodel stiff model messages into enjoyable and inventive movies. Any such 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 needn’t spend hours developing with the subsequent viral pattern. Typically, the most effective performing TikToks are ones that replicate or recreate a current trend. Begin by exploring the app, its traits, 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 hitch TikTok have been giant, well-known corporations, it could 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 and marketing in 2022

Short-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 without doubt 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 development year-over-year. In truth, it was essentially the most downloaded app in 2019 and 2020, racking up over three billion downloads to date. It additionally boasts 1.2 billion monthly users which consultants predict will attain 1.5 billion by the tip of 2022.

Moreover, TikTok is essentially the most participating 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 hundreds of thousands of views on an awesome video.

In case you assume TikTok is just for the Gen-Z crowd, assume 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 users were between 35 and 54 years old, a ten% enhance from the yr earlier than.

That stated, since TikTok is quirky by nature, manufacturers must get artistic to realize 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 and marketing with artistic content material that attracts consideration.

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 facet of the group. For instance, they’re going to usually 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:

Making your model really feel extra private can have an awesome impact on TikTok. For instance, in case your restaurant’s TikTok account posts humorous movies of waiters dancing, viewers may assume the restaurant has nice and blissful workers. This may make them need to eat there as a result of they’ll image themselves having a enjoyable eating expertise.

What we like:

Whilst you may 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.

2. Fenty Magnificence

One of the common kinds 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 point out 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 how one can fashion sure items of clothes. A ironmongery shop can present how one can construct, restore, or paint one thing utilizing its instruments. Even a health club can provide an illustration on how one can use completely different tools.

Begin by brainstorming all of the methods somebody may use your services or products. In case you can break a activity into steps that final not more than 60 seconds, it could make for an awesome 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 in regards to the partnership, Dunkin noticed a 57% spike in app downloads and a 20% gross sales enhance for all chilly brew coffees.

Nonetheless, if you happen to imagine that you must companion with a well-known TikToker for it to work, assume once more.

Relating to influencer advertising and marketing, relevance is extra vital than attain. Moderately than partnering with an influencer primarily based solely on self-importance metrics (similar to follower depend), 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 more engagement than their extra common counterparts.

What we like:

This instance highlights the facility of influencer advertising and marketing on TikTok. By partnering with influencers, Dunkin’ advantages from word-of-mouth advertising and marketing 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 common TikTok memes, codecs, and audio.

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


TikTok makes it simple so as to add music to video clips, which may consequence from having made authorized preparations with main music corporations. Perhaps this is the reason it is practically inconceivable to scroll by means of TikTok with out seeing customers dancing or lip-syncing to music.

What we like:

Viewers wish to see manufacturers becoming a member of in on present traits or placing a singular spin on an present one. When manufacturers take the time to know TikTok and hold a finger on the heart beat of the platform, it turns into simpler to hitch trending matters, challenges, and memes. And if you happen to’re undecided the place to start out, take a look at TikTok’s Discovery Web page for inspiration.

5. Chipotle

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 approach.

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

What we like:

In case you want a artistic option to unfold model consciousness rapidly, taking a word from Chipotle and sharing personable behind-the-scenes footage is perhaps an awesome experiment. Additionally, lean into your brand advocates who could also be prepared to share their experiences on social media.

6. Gymshark

Gymshark is without doubt 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 health club 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 type 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.

What we like:

Gymshark leverages the facility of challenges. Challenges are one of many largest traits 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 individual problem or placing a singular spin on an already present one.

7. The Washington Publish

The Washington Publish was one among TikTok’s earliest model adopters. Those that have not seen their movies is perhaps anticipating investigative or severe content material. Surprisingly, the newspaper truly makes use of its account to put up 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. Take a look at this skit about Delta Airways’ PR division struggling to jot down a press launch in regards to 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 chuckle.

As a result of The Publish has an extended historical past of groundbreaking, award-winning, and mental journalism, this comedic strategy 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.

What we like:

Regardless of its fame for “severe journalism,” the Washington Publish 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 facet may very well be an fascinating experiment. It would make your content material and model really feel much less intimidating and show you how 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 truth.

The zoo’s technique is straightforward: 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 cute pink 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 is perhaps seen by followers of the aquarium and the zoo. This fashion, zoo followers may acquire extra curiosity within the aquarium and vice versa.

9. Duolingo

TikTok is understood 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 infrequently chaotic movies that includes its mascot, Duo the owl. Duo might be seen dancing to common audio, including sassy commentary to popular culture information, and leaping on the most recent traits.

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 will have on-line — from the movies you create to the way you reply to feedback. Duolingo has molded a powerful brand 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 contains authentic music, brand-specific hashtags (like #CrocTok), and colourful, entertaining content material.

That stated, Crocs actually shines at poking enjoyable of itself and the perceived “ugliness” of their sneakers. They lean into this by posting outfit of the day (OOTD) movies and tutorials on how one can fashion their sneakers with equipment and an awesome humorousness.

What we like:

Nobody likes a model that takes itself too significantly. On the finish of the day, your consumers are individuals — not robots with bank cards. Humility and humor are two components that may humanize your model, reduce 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 financial system defined.”

It is laborious to think about a model overlaying such a severe (and sophisticated) subject 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 subject is just too difficult for Planet Cash to chip away at in an modern and humorous approach. Do not imagine 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:

In case you really feel your model is just too “severe” for TikTok, take a word from Planet Cash and strategy your model — or your content material — from a unique angle. Chances are you’ll discover that including a splash of humor is simply what that you must skyrocket on the platform.

TikTok Advertising and marketing Ideas

Whereas it is perhaps difficult to get your content material to go viral like the larger manufacturers, TikTok may very well be an awesome software for getting in sync with youthful audiences.

In case you assume TikTok is perhaps a part of your advertising and marketing 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.

In case you’re raring to go on a TikTok technique, listed below are a couple of ideas and takeaways that we have gained from trying on the manufacturers which have already finished properly on the app.

  • Present a unique facet 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. 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. In case you assume one thing is perhaps fascinating or humorous, strive 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 give you movies, challenges, or duets that goal to work together with others. As with different platforms, the extra you interact with individuals, the extra your fan base may develop.
  • Do not shrink back from advertising and marketing your merchandise, however be sure to do it in a artistic approach. 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 facility 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 the same viewers.

For manufacturers, becoming a member of TikTok provides a chance to achieve youthful audiences and enhance model consciousness in a extremely playful atmosphere. 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 word: This put up was initially printed in September 2019 and has been up to date for comprehensiveness.

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