It’s getting troublesome for entrepreneurs to disregard the recognition and affect of TikTook. Brands on TikTook are reaching youthful audiences, rising model consciousness, and going viral — all by leveraging the ability of short-form video.
Of course, it additionally helps that TikTook has over 1 billion lively customers and a fantastic engagement rate — far exceeding some other social platform right now.
In this put up, we’ll focus on why it is best to leverage TikTook advertising in 2023 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 TikTook.
Table of Contents
What is TikTook Marketing?
Although TikTook would possibly really feel like a hub of unusual posts, its recognition and video-driven content material present a wide range of distinctive advertising alternatives.
Marketers can leverage TikTook in three primary areas:
1. Influencer Marketing
A good way to leverage TikTook is by partaking with the influencer community. Because influencers have a solid understanding of the platform, they can transform stiff brand messages into fun and creative videos.
This type of marketing is particularly effective at opening your content to a new audience and boosting brand awareness.
2. Original Content
Although fans of TikTok love original content, you don’t need to spend hours coming up with the next viral trend. Often, the best performing TikToks are ones that replicate or recreate a current trend.
Start by exploring the app, its trends, and where your brand can join the fun.
3. Paid Ads
TikTok ads are a relatively new addition to the platform. Powered by their own advertising platform, TikTok For Business, manufacturers can run in-feed advertisements or create branded hashtags and video results.
Although lots of the first manufacturers to affix TikTook had been massive, well-known firms, it could possibly nonetheless be useful for small companies to look at why manufacturers of all sizes are becoming a member of the platform.
Why Brands Should Leverage TikTook Marketing in 2023
It’s no surprise that more than half of marketers (53%) who use TikTok plan to increase their investment in 2023, which is one of the highest jumps of any platform.
While TikTok is relatively new compared to other social giants like YouTube and Instagram, it’s seeing stellar growth year-over-year.
TikTok reached 1.6 billion users worldwide by the top of 2022, and it’s anticipated to develop to 1.8 billion by the top of 2023.
Its viral nature additionally deserves a shout out. Unlike different social platforms, even accounts with a handful of followers can spark hundreds of thousands of views on an ideal video.
However, some accounts might expertise a decline in views and engagement for his or her TikTook movies, which might be attributable to a shadow ban on their account.
If you assume TikTook is just for the Gen-Z crowd, assume once more. While over half of Gen-Z shoppers are on TikTook, 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 TikTook is quirky by nature, manufacturers have to get inventive 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’s look at eleven manufacturers who nail TikTook advertising with inventive content material that attracts consideration.
27 Best Brands on TikTook
- The NBA
- Fenty Beauty
- The Washington Post
- San Diego Zoo
- Scrub Daddy
- Heider Real Estate
- Teen Vogue
- Planet Money
- Taco Bell
- We’re Not Really Strangers
To make it easier to perceive why these manufacturers are so profitable on TikTook, we categorized them by most followers, most partaking, and most inventive.
TikTook Brands with The Most Followers
The following manufacturers are amongst these with essentially the most followers and if you be taught extra about their content material, you may see why.
With greater than 23 million followers, World Wrestling Entertainment, Inc. (WWE) is likely one of the most adopted manufacturers on TikTook. As anticipated, WWE’s TikTook options largely highlights from fights.
However, it additionally shakes issues up by posting humorous moments between wrestlers and followers. For instance, the video under reveals Rhea Ripley playfully “scaring” a younger fan who could not include his pleasure.
Followers are additionally handled to enjoyable, wholesom content material of their favourite wrestlers collaborating in TikTook tendencies or sharing their experiences behind the scenes. The video under reveals wrestlers reacting to unexpectedly receiving sweet.
What We Like:
WWE’s TiKTook showcases selection. Fans are handled to highlights from matches, behind-the-scenes exclusives, and wrestlers letting the guard all the way down to partake in tendencies.
Furthermore, the corporate additionally has its personal distinctive model sprinkled in lots of its movies. Almost each TikTook that includes highlights features a voiceover that claims “She ___” or “He ___” See the instance under.
Overtime is a software program firm offering sports activities streaming companies. The model has about 24.5 million followers on TikTook and creates unique sports activities content material for the platform.
Its content material contains sports activities commentary, highlights, viral reposts. The viral reposts are a part of what makes the account attention-grabbing.
While Overtime primarily focuses on sports activities, the model does not miss out on alternatives to generate extra engagement by that includes content material that’s entertaining, whatever the matter.
For instance, the video under contains a man exhibiting off a “jumpy” tattoo he named Jerry.
What We Like: While it could appear odd to incorporate third-party content material that is not targeted in your model or trade, it could possibly really generate engagement and increase follower counts if finished appropriately.
If you resolve to spice up content material from different creators or events, be sure to get permission and provides credit score.
ESPN has 36 million followers on TikTook and shares a wide range of sports activities associated content material.
What We Like: ESPN posts TikTook movies a number of instances a day, making it simple for widespread movies to get buried in its grid. To fight this, ESPN makes use of TikTook’s playlist characteristic and created a playlist of their highest-performing movies.
Brands ought to think about using the playlist characteristic to make its web page simpler to navigate and to maintain widespread movies at the highest of the grid.
4. The NBA
Unlike its Instagram channel, which focuses purely on basketball video games and highlights, the NBA’s TikTook posts present a lighter facet of the group.
For instance, they will typically put up movies of gamers figuring out to music, dancing on the courtroom, or answering fan questions.
In this video, Steph Curry of the Golden State Warriors busts a transfer from the sidelines after his teammate scores:
And try 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 TikTook. For instance, in case your restaurant’s TikTook account posts humorous movies of waiters dancing, viewers would possibly assume the restaurant has nice and glad employees.
This would possibly make them need to eat there as a result of they will image themselves having a enjoyable eating expertise.
What we like:
While you would possibly 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.
While the movies nonetheless promote basketball, in addition they match with different humorous posts on TikTook feeds.
Netflix’s TikTook has 34 million followers, and it is simple to see why. The account posts trailers for upcoming tasks and essentially the most compelling and hilarious clips from its present collection.
What We Like:
Sharing clips of upcoming tasks or montages of followers’ favourite moments from a collection is a good way for Netflix to generate buzz for its reveals and movies. However, what actually makes the model stand out on TikTook are its extra inventive movies.
Take the video under for instance. To promote one its newest rom-coms, A Tourist Guide to Love, Netflix posted a video referred to as “5 Things I Got My Co-Star to do in Vietnam.”
The movie was shot in Vietnam, and the video uploaded to TikTook reveals its main man, Scotty Ly, hanging out with co-star Rachel Leigh Cook because the duo tries completely different actions across the nation.
A takeaway for manufacturers ought to be to seek out inventive and revolutionary methods to advertise a services or products. Ask your self, what makes your product particular and how are you going to capitalize on that?
TikTook Brands with the Highest Engagement
The following manufacturers are glorious at creating TikTook posts that generate engagement. Many of the movies posted by these manufacturers get 1000’s, even hundreds of thousands, of likes and views.
6. Fenty Beauty
One of the preferred kinds of content material on TikTook is tutorials. Some manufacturers lend themselves to this greater than others, however an ideal instance is Fenty Beauty, which makes use of TikTook 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 the right way to model sure items of clothes. A ironmongery store can present the right way to construct, restore, or paint one thing utilizing its instruments.
Even a fitness center can provide an indication on the right way to use completely different tools.
Start by brainstorming all of the methods somebody may use your services or products. If you’ll be able to break a process into steps that final not more than 60 seconds, it could make for an ideal TikTook video tutorial.
Dunkin’ was one of many first manufacturers to make use of influencer advertising on the platform by partnering with TikTook megastar Charli D’Amelio.
Together, 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.
However, if you happen to imagine you should companion with a well-known TikToker for it to work, assume once more.
When it involves influencer advertising, relevance is extra necessary than attain.
Rather than partnering with an influencer primarily based solely on vainness metrics (resembling follower depend), search for micro-influencers who’ve a distinct segment viewers that aligns with your individual.
Research reveals that influencers with lower than 1,000 followers obtain more engagement than their extra widespread counterparts.
What we like:
This instance highlights the ability of influencer advertising on TikTook. By partnering with influencers, Dunkin’ advantages from word-of-mouth advertising whereas constructing social proof.
Since becoming a member of TikTook in 2018, Chipotle has set the usual for a way manufacturers can develop their model presence whereas partaking the TikTook neighborhood in a enjoyable and genuine means.
Chipotle opts for a extra informal vibe, typically 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. Check out this “vlog style” video of a former Chipotle worker revisiting her job and interviewing her coworkers:
What we like:
If you want a inventive approach to unfold model consciousness rapidly, taking a word from Chipotle and sharing personable behind-the-scenes footage may be an ideal experiment.
Also, lean into your model advocates who could also be prepared to share their experiences on social media.
Gymshark is likely one of the main health manufacturers on TikTook, 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’s a kind of relatable health movies:
One of the model’s most notable TikTook 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 amazing success, with the hashtag #gymshark66 producing 193 million views.
What we like:
Gymshark leverages the ability of challenges. Challenges are one of many greatest tendencies on TikTook, and revolutionary manufacturers are utilizing them to fast-track their progress and join with hundreds of thousands of customers on the app.
Consider creating your individual problem or placing a novel spin on an already present one.
10. The Washington Post
The Washington Post was one in all TikTook’s earliest model adopters. Those who have not seen their movies may be anticipating investigative or critical content material.
Surprisingly, the newspaper really makes use of its account to put up comedic skits in regards to the newest breaking information.
These movies match in completely with the platform as a result of they’re humorous, well timed, and embrace a few of TikTook’s weirdest particular results.
Check out this skit about Delta Airlines’ PR division struggling to write down a press launch in regards to the COVID-19 delta variant:
The Washington Post shows how manufacturers can succeed on TikTook by speaking on to its particular viewers — younger viewers who need to snigger.
The Post’s comedic strategy also can appeal to younger readers who need 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:
Despite its fame for “serious journalism,” the Washington Post didn’t draw back from TikTook.
If your model is in publishing, academia, or related industries, testing out a video technique that reveals off your lighter facet might be an attention-grabbing experiment.
It would possibly make your content material and model really feel much less intimidating and make it easier to acquire consideration from newer audiences.
11. San Diego Zoo
Everyone loves a cute animal video. The San Diego Zoo’s TikTook account pleasantly takes benefit of this well-known reality.
The zoo’s technique is easy: Post movies of cute animals with enjoyable music. And with over 2 million followers, it appears to be working. How may anybody not need to observe 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 is a superb instance of how two related manufacturers can cross-promote utilizing TikTook options. Because of the zoo’s tagging technique, this video may be seen by followers of the aquarium and the zoo.
This means, zoo followers would possibly acquire extra curiosity in the aquarium and vice versa.
TikTook is thought for its quirky “unhinged” content material, and Duolingo has successfully carved out an area in this panorama.
The model continues to go viral for its humorous, stylish, and sometimes chaotic movies that includes its mascot, Duo the owl. Duo could be seen dancing to widespread 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 comes in useful when responding to TikTook feedback.
What we like:
Your model voice shapes each interplay you have got on-line — from the movies you create to the way you reply to feedback. Duolingo has molded a powerful model voice which it makes use of to inform memorable and entertaining tales.
While the love-hate relationship with crocs may be very actual, it’s all love for the model on TikTook. Its successful technique contains unique music, brand-specific hashtags (like #CrocTook), and colourful, entertaining content material.
That mentioned, 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 the right way to model their sneakers with equipment and an ideal humorousness.
What we like:
No one likes a model that takes itself too critically. At the top of the day, your patrons are folks — not robots with bank cards.
Humility and humor are two elements that may humanize your model, minimize by means of the noise, and construct a connection along with your viewers.
14. Scrub Daddy
Scrub Daddy is a cleansing product firm who by some means makes movies a couple of sponge entertaining. The firm has over 3 million followers on TikTook and its movies often garner round 10,000 to 150,000 likes on the platform.
The key to the model’s success on TikTook is humor and its knack for incorporating its merchandise into completely different viral TikTook tendencies.
For instance, there’s a widespread tendencies on TikTook the place customers incorporate a dancing John Cena right into a background with a caption explaining why he is dancing.
Scrub Daddy used the pattern to share how glad the model is when somebody switches to their product.
What We Like:
Scrub Daddy retains a constant pulse on the most recent TikTook tendencies and challenges, retaining their content material related and recent.
15. Heider Real Estate
Heider Real Estate showcases properties on the market in the DC, Maryland, and Virginia area. The firm’s movies get 1000’s of views and embrace attractive edits the properties interiors and exteriors.
What We Like:
Heider Real Estate has a definite model in the case of its movies. While every dwelling is exclusive, each video contains catchy, atmospheric music and a wide range of vast photographs, shut ups, and speedy walkthroughs.
The greatest takeaway from this account is that manufacturers ought to craft a novel model of video enhancing that’s constant in each put up.
Squishmallows ar model of plush toys which have develop into extremely popular in the previous few years. While its TikTook platform solely has slightly over 300,000 followers, lots of its movies have gotten as many as 500,000 likes.
What We Like:
Like Scrub Daddy, Squishmallow finds success by utilizing widespread sounds, music, and tendencies which have traction on the app.
17. Teen Vogue
Teen Vogue’s TikTook content material largely consists of unique interviews and humorous moments with stars from widespread reveals and movies. Below is a unusual Teen Vogue interivew that includes the solid of Netflix’s Bridgerton.
What We Like:
While it’s possible you’ll not be capable of characteristic celebrities in your content material, there’s something else Teen Vogue does that you simply might be able to take inspiration from.
Teen Vogue typically posts content material that dives into social points that are necessary to its viewers. This is necessary as a result of TikTook is widespread among the many youthful technology like Gen Z, which is called the socially aware technology.
If attainable, it’s possible you’ll need to discover methods to create content material that reveals your model deeply cares about the identical points as its audience. This will assist set up belief and retain curiosity.
GoPro retains it is 2.6 million TikTook followers engaged by exhibiting wonderful motion movies shot with the corporate’s signature cameras. The movies are brief, present photographs from inventive angles, and are filmed by shoppers doing unbelievable stunts.
What We Like:
GoPro reveals their merchandise in use throughout eye-catching moments resembling skydiving, deep sea adventures, and extra. If your services or products has a cool or distinctive characteristic, create TikToks that showcase that characteristic.
e.l.f. Cosmetics’ TikTook, referred to as elfyeah, options a mixture of tutorials, comedic movies, and movie star interviews all tied to its merchandise.
What We Like:
Similar to ESPN, e.l.f. posts a whole lot of content material each day. So, to make its TikTook simpler to navigate, the model types their movies into playlists. So in case your model posts a wide range of content material each day, make issues simpler in your followers by utilizing TikTook’s playlist characteristic.
Some of the preferred content material on Levi’s TikTook is its academic content material. For instance, the video under briefly reveals how Levi’s denims are “ripped” for aesthetic functions.
What We Like:
Levi’s offers its 1.1. million TiKTook followers perception into its model by way of training movies just like the one under. Viewers like to be taught, and your model may additionally profit from posting training content material that related to your shoppers.
Marvel’s hottest content material on its TikTook is often behind-the-scenes video of the Marvel workplace or productions.
What We Like:
Marvel’s TikTook humanizes the model by exhibiting behind-scenes-footage of Marvel stars, administrators, studio, and productions.
Most Creative Brands on TikTook
22. Planet Money
Planet Money is a podcast by the National Public Radio (NPR) with the tagline — “The economy explained.”
It’s arduous to think about a model protecting such a critical (and sophisticated) matter on a platform that is synonymous with foolish, snackable content material. But Planet Money manages to infuse academic movies with an entertaining spin.
From inflation to lease management, no matter is just too difficult for Planet Money to chip away at in an revolutionary and humorous means. Don’t imagine me?
Just have a look at this skit explaining how banks make billions from overdraft charges, which begins with a person attempting to purchase a burrito:
What we like:
If you’re feeling your model is just too “serious” for TikTook, take a word from Planet Money and strategy your model — or your content material — from a distinct angle.
You might discover that including a splash of humor is simply what you should skyrocket on the platform.
23. Taco Bell
Taco Bell finds inventive methods to use trending TikTook sounds and challenges to its model. It additionally has a spokesperson who humanizes the model by making humorous skits.
What We Like: Absurd humor does nicely on TikTook as a result of it appeals ot a youthful technology of shoppers. If you are seeking to appeal to youthful shoppers, take a web page from Taco Bell and create content material that’s absurdly humorous.
24. We’re Not Really Strangers
We’re Not Really Strangers is a TikTook selling a card recreation that faucets into gamers’ feelings. It’s TikTook will get inventive by posting heartfelt messages and telling TikTook customers to tag or despatched the content material to the aim it reminds them of.
What We Like: We’re Not Really Strangers discovered a inventive approach to get viewers to share it is content material by posting relatable movies and urging viewers to share or tag somebody.
Ryanair is an airline that actually leans into comedy on TikTook, beginning with its bio — “Catch flights, not feelings.”
Like many TikTook manufacturers on this record, Ryanair’s humor stems from discovering hilarious methods to include trending sounds and memes into its content material.
What We Like:
Ryanair retains monitor of TikTook tendencies and creatively makes use of them to attach with its viewers. If you are working out of recent concepts, surf by means of TikTook and see what sounds or hashtags are trending.
Crunchyroll is an anime streaming and distribution firm, and its TikTook contains clips of widespread anime and interviews with well-known director and writers.
However, Crunchyroll’s most attention-grabbing content material takes viewers behind-the-scenes of how widespread collection are animated. Take a glance at the video under exhibiting the animating means of Dr. Stone.
What We Like:
Crunchyroll offers an inside look into how its followers favourite reveals are made. If you have got a services or products that’s widespread amongst your shoppers, create a video exhibiting the way it’s finished.
NASCAR posts highlights from races however viewers appear to essentially take pleasure in when the racing franchise makes nods to its followers. For instance, the under reveals the corporate is aware of how nearly all of its followers really feel a couple of particular racer.
What We Like:
NASCAR acknowledges its followers, creating enjoyable inside jokes and content material that fosters neighborhood.
TikTook Marketing Tips
While it may be difficult to get your content material to go viral like the larger manufacturers, TikTook might be an ideal instrument for getting in sync with youthful audiences.
If you assume TikTook may be a part of your advertising technique quickly or in the longer term, now could be a good time to get forward of your opponents by downloading the app and investigating what related manufacturers or potential audiences are doing there.
If you are raring to go on a TikTook technique, right here are just a few ideas and takeaways that we have gained from trying at the manufacturers which have already finished nicely on the app.
- Show a distinct 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 prospects.
- Don’t be afraid to experiment. Unlike platforms like Facebook and LinkedIn, there aren’t as many norms, greatest practices, or guidelines about what works and what does not. If you assume one thing may be attention-grabbing or humorous, attempt it and see if it will get any likes, feedback, or shares.
- Engage along with your viewers. Between challenges, duets, likes, feedback, and shares, there are loads of methods to interact with different TikTook customers — even when you do not know them. Try to provide you with movies, challenges, or duets that intention to work together with others. As with different platforms, the extra you interact with folks, the extra your fan base may develop.
- Don’t draw back from advertising your merchandise, however be sure you do it in a inventive means. Try your hand at tutorials, demonstrations, and how-to content material that showcase one of the best components of your services or products.
- Tap into the ability of word-of-mouth advertising with influencers. But do not forget that relevance is extra necessary than attain, so companion with area of interest micro-influencers who share an identical viewers.
For manufacturers, becoming a member of TikTook affords a possibility to succeed in youthful audiences and enhance model consciousness in a extremely playful atmosphere.
But succeeding on the platform depends on creating thrilling content material — so put together to place your inventive 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.