Like it or not, TikTok isn’t going anywhere. Its 1 billion monthly active users ranks it on par with Instagram and far beyond Snapchat and Twitter. So, what’s fuelling TikTok’s supremacy, and how can you get involved?
Built with you in mind
TikTok knows its audience – its ‘For You’ page a smorgasbord of grandparents, babies, dancing queens and dads. A creativity-first platform TikTok’s algorithm is driven by the quality of the content, not the name behind it.
A marketer’s dream
TikTok is where users come to escape from marketing, so yours needs to be “anti-marketing” to engage audiences. That means advertising with ‘back-to-basics’ authenticity.
How can your brand get involved?
+ Brand Page: Even if you’re not ready to create yet, make a TikTok.com/YourBrand page to secure the domain. Then, sort your strategy out (we’ll help with that) so there’s a reason to follow your content.
+ Influencer Campaigns: Partner with talent to create content, raise awareness, sell products and secure media coverage.
+ Owned Audio: TikTok makes songs go viral – and your brand can get in on the action too. Create original audio files that users can then create their own content to.
+ Episodic Content: With the man behind Disney+ on board, one might forecast TikTok producing a streaming service featuring episodic content It already has the characters, all that’s needed is to package them into bingeworthy shows.
“TikTok makes songs go viral – and your brand can get in on the action too. Create original audio files that users can then create their own content to.”
New platform who dis?
Because TikTok is relatively new, it’s easy to see what brands are trying on there. The good thing is, pretty much anything goes!
What they did: launch as a brand on TikTok, partner with TikTok for the COVID-19 relief fund, and feature dogs (always clever).
Why it worked – or didn’t work: Crocs are doing great things on TikTok. From challenges to viral videos and ads – they’re trying it all (that’s the way to do it!). They recently ran a campaign with Post Malone – the #ThousandDollarCrocs challenge which has +2.8 billion views.
+ eBay X Laura Whitmore
What they did: eBay and Laura Whitmore – facilitated by us – created an #eBayFinds campaign around clearing out your closet and dancing while you do it!
Why it worked – or didn’t work:the homemade video features a catchy song, easily copied dance routine and inspiring call to action for others to do the same. The video had +300K views and has spurred an always-on partnership with Laura and eBay.
+ Calvin Klein
What they did: launch as a brand on TikTok, posting content featuring global celebrities or non-creators.
Why it worked – or didn’t work: Over-polished and not entertaining – CK has been on TikTok for over a year yet haven’t engaged in any challenges, with any TikTok natives, and some of their videos don’t even include sound. Room for improvement.