So what is TikTok?
With over 1.5 billion app downloads, just about any millennial could tell you that TikTok is the reason why our screen time has increased with users spending an average of 52 minutes on the app everyday.
In a nutshell, TikTok is an app that allows users to produce short 15-60 second videos of absolutely anything they like – from lip-syncing and dancing, right through to pranks and even tutorials. The videos are sometimes hilarious, at times cringe-worthy and occasionally emotional, but one thing we know for sure is that it’s certainly addictive and we can’t get enough!
How can I use it for my brand?
The type of ads TikTok supports are in feed native content, brand takeovers, hashtag challenges and branded lenses. We’re encouraging our brands to take advantage of the hype by integrating the platform into their marketing strategy, with the goal of reaching target demographics in ways that are more relatable and engaging than ever before.
We’ve pulled together some of the best campaigns across various industries to show you just how versatile the platform can be when incorporating it into your digital marketing strategy.
Fashion, beauty and retail:
Fashion brand, GymShark has 1.8 million TikTok followers and they’ve dominated the platform by sharing impressive workout moves, sharing behind the scenes snaps, and taking advantage of trending challenges (especially during COVID-19), such as the Shakira handstand challenge. If you’re a product-based brand, think of ways your audience can add value through video in similar ways GymShark has, like tutorial clips or ‘life-hack’ videos of unexpected/different ways to use the product.
Fast Moving Consumer Goods
TikTok also allows Fast Moving Consumer Good (FMCG) companies, like Redbull, to increase brand awareness and reach by sharing adventure stunt videos with professional athletes wearing merchandise rather than using the physical product. If you don’t have time to establish a kickass profile with loads of followers, why not leverage TikTok influencers to promote your brand – making it cost effective and increasing the amount of eyeballs seeing your brand. Dunkin Donuts don’t have a Tik Tok account, but they partnered with the reigning queen of TikTok, Charli D’amelio, who has a whopping 54.8 million followers, to incorporate their thick shakes into her videos.
You don’t need a sparkle filter to flaunt luxury goods on Tik Tok, especially when you leverage an engagement mechanic that is sure to have people hooked. This industry is welcomed with open arms and Mercedes-Benz was the perfect example of that. They used the platform to launch the ‘#MB Star Challenge’, which encouraged users to play their soundtrack and show others how they can recreate the classic Mercedes-Benz logo either using their body, kitchen utensils, stationery and pretty much anything you could imagine.
For alcohol brands wanting to advertise on TikTok, it’s important to note that your videos must not display excessive or irresponsible drinking, or promote alcohol brand names, bar scenes, or scenes of drinking in real life as this is a breach of the Responsible Alcohol Marketing Code (ABAC). While these restrictions make it difficult for Alcohol brands to have their own certified TikTok account, you can still advertise your products through influencers. Big-time singer and dancer, Jason Derulo, showcased Belvedere Vodka in a TikTok video by using a trending sound, not explicitly referring to the alcohol brand yet still displaying iconic features of the bottle. By putting on your creative thinking cap on allows your brand to capture user’s attention.
Lost on where to begin or where to even start? Whether it’s influencers, advertising, content creation or developing your TikTok strategy, we’re here to guide your brand through the next stage of your digital marketing journey. Drop us a line!