In keeping with HubSpot’s social media crew, the video-based social app TikTok is “leaking” with model alternatives.
The one-year-old platform, which permits customers to make brief, looping movies with particular results and musical overlays, is booming with greater than 500 million month-to-month energetic customers — most of them younger= adults.
Whereas Gen-Z has begun utilizing the platform to indicate their artistic aspect, some manufacturers are additionally starting to experiment. However, as a result of TikTok continues to be such a younger app, many entrepreneurs is likely to be questioning, “Is getting on this app even price it?”
This query is comprehensible, contemplating that TikTok solely not too long ago launched an promoting course of and hyperlinking capabilities for manufacturers.
Nonetheless, TikTok’s present huge manufacturers have performed a terrific job of utilizing it for model consciousness somewhat than producing site visitors or leads. They’re additionally utilizing it to have interaction youthful audiences and exhibit a lighter aspect of themselves by humorous movies, challenges, and different methods that you simply’d solely see on the platform particularly.
Since TikTok is so quirky by nature, manufacturers must be artistic to really acquire consideration from their viewers. A easy advert or sponsored influencer endorsement won’t reduce it on this artistic and fast-paced app.
Whereas it is too early to create an inventory of greatest practices round TikTok advertising, it is a good time to begin getting impressed by the manufacturers who’ve already thought outdoors the field and succeeded on the app.
On this publish, we’ll talk about seven firms and organizations which have already gone viral or achieved success on TikTok. We’ll additionally provide takeaways that even smaller firms can use to construct a scalable, enjoyable, and artistic technique.
Manufacturers on TikTok
United Nationa IFAD
The Washington Put up
The San Diego Zoo
NBC’s Keep Tuned.
Chipotle, a preferred Mexican restaurant chain, has over 55,000 followers on TikTok. They publish a wide range of posts that use music, memes, and different references to focus on menu objects. Listed here are two examples:
Right here, to have a good time #oneyearofTikTok, a video exhibits tortilla chips propped round a bowl of guac with the Adele track, “Somebody Like You” overlaying the clip. As a result of the sound chew options Adele’s viewers singing again to her, it feels just like the chips are literally singing to the guac.
It is a humorous approach to work a well known track right into a video that creatively exhibits off menu objects.
On this subsequent video, posted on Nationwide Avocado Day, Chipotle nails a preferred meme reference by posting The Guacamole Track’s music video with the caption, “TFW guac is free. On-line/in-app solely 7/31 #GuacDance Phrases: chip.tl/avoday.”
Not solely was the video becoming for the meme-friendly app, however it additionally sparked a viral #GuacDance Problem. In only a week, it grew to become the highest-performing branded problem on TikTok to this point.
As a part of the problem, folks posted movies of themselves dancing with avocados. Here is only one:
Though the unique video is a fairly apparent plug without spending a dime guacamole, the content material feels good for TikTok as a result of it’s musical, foolish, and embraces popular culture. It is a nice instance of how a model can use a beloved track or reference to advertise their very own product.
Whereas it may be onerous to get a problem to go viral, posting or encouraging one — particularly if it entails considered one of your merchandise — can assist your organization unfold model consciousness. It additionally means that you can interact with potential new followers in an fascinating means.
Individuals who did not know a lot concerning the restaurant offers or menu would possibly comply with this problem, take part in it, and study extra concerning the model not directly within the course of. In the event you want a artistic approach to unfold model consciousness shortly, taking a word from Chipotle, and beginning a problem on any social media platform is likely to be a terrific experiment.
With a whopping 5.1 million followers, the NBA’s account mixes recreation highlights with music montages and inspirational quotes.
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 will typically publish movies of gamers figuring out dramatically to music, dancing on the courtroom, or adventures of crew mascots.
On this video, the NBA exhibits off a spotlight reel of a gorilla mascot doing methods and slam dunks:
Often the NBA will publish motivational posts, like this one the place basketball participant RJ Barrett talks about being drafted by the New York Knicks:
Whilst you would possibly anticipate the NBA to focus extra critically on stats and video games, it makes use of the app’s musical options to loosen up the branding and make its athletes look extra relatable. Whereas the movies nonetheless promote basketball, in addition they slot in properly with different humorous or musical posts on TikTok feeds.
When a model or firm exhibits off a extra private aspect, audiences would possibly begin to relate to it a bit extra. Even when a viewer is not a basketball fan, they may nonetheless think about following NBA gamers or rooting for sure groups in the event that they noticed a humorous or motivational video about them.
In different enterprise settings, making your model really feel extra private can have the identical impact. For instance, in case your restaurant’s TikTok account posts humorous movies of waiters dancing, viewers would possibly suppose the restaurant has a pleasing and completely satisfied employees. This would possibly make them need to eat there as a result of they suppose they will have a eating expertise with a enjoyable waiter and optimistic vibes.
United Nations IFAD
Once you consider how agriculture or authorities teams market themselves, the final place you’d anticipate them to be is on an app like TikTok.
However the United Nations’ IFAD (Worldwide Fund for Agricultural Improvement) is difficult that false impression with its fascinating account.
The group, which goals to struggle world starvation by selling rural agriculture, is utilizing TikTok to unfold consciousness of their trigger to new audiences. Whereas most accounts on this listing are utilizing humor to have interaction followers, IFAD has taken an strategy that embraces informative posts and motivational movies that optimistically encourage viewers to vary the world.
Within the extra informative posts, IFAD publishes high-quality brief movies of individuals farming world wide. This enables viewers to find out how agriculture works and why supporting it’d remedy world starvation.
Just lately, IFAD acquired artistic by launching the #danceforchange problem. As a part of the problem, the group inspired audiences to movie themselves dancing whereas utilizing the #danceforchange hashtag in captions.
Here is the publish that IFAD revealed to launch the problem:
It is a nice instance of how getting artistic can assist you or your model unfold consciousness about dryer matters, like agriculture or world starvation. Though the group is making an attempt to unfold data a few severe subject, it makes use of fantastically shot movies, peppy music, and challenges to have interaction, inspire, and entertain audiences on the identical time.
IFAD’s technique might be useful for firms or organizations with a severe mission, like these in authorities, authorized, or monetary industries. Whereas it’d really feel inappropriate or unnatural to make humorous movies a few powerful subject.
You may take a extra informative route, like IFAD, by filming brief narratives or beginning a problem that encourages folks to find out about one thing associated to your mission.
The Washington Put up
The Washington Put up was considered one of TikTok’s earliest model adopters. Those that have not seen their movies, however comply with them on different social networks, is likely to be anticipating investigative or severe content material. However in actuality, The Washington Put up operates in another way on TikTok.
Surprisingly, the newspaper really makes use of its account to publish comedic behind-the-scenes movies and skits concerning the newsroom. These movies slot in completely with the platform as a result of they;re humorous, musical, and embrace a few of TikTok’s weirdest particular results.
Here is one nice instance the place the information crew discusses The Bachelorette as an alternative of the Democratic Debates:
Whereas this account is much from a breaking information web page, posts often infuse information and quotes into their movies. Here is an instance the place they hilariously spotlight a slip up made by Sen. Kamala Harris throughout a current debate:
The Washington Put up shows how manufacturers can succeed on a given social platform by speaking on to its particular viewers.
The distinguished newspaper is just not making an attempt to pose itself as that on the platform. Most individuals already know and respect the publication. Its entrepreneurs are additionally not making an attempt to publish investigative movies that is likely to be extra fascinating for older crowds.
As a substitute, the crew is tailoring content material to the younger viewers who need to giggle and be entertained.
And though they publish edgy content material, it is not completely off-brand. Their posts are nonetheless nice, appropriately humorous, and present you the actual folks behind the onerous journalism.
Younger viewers would possibly see these cheeky movies and belief the journalists in them as a result of they appear like relatable folks. For that purpose, followers would possibly go to The Washington Put up as a trusted information supply after they need to learn one thing written by sources they establish with.
As a result of The Put up has a protracted historical past of groundbreaking, award-winning, and mental journalism, this humble and comedic social media strategy may also entice younger readers who need to comply with the information however used to fret that content material from a newspaper could be too superior or out of contact for them.
In case your model is in publishing, academia, or comparable industries, testing out a video technique that exhibits off your lighter aspect might be an fascinating experiment. It’d make your content material and model really feel much less intimidating and show you how to acquire consideration from newer audiences.
Whereas Guess solely has 35,000 followers and simply three posts, the high-fashion firm is included on this listing as a result of they have been the primary to launch a problem on TikTok.
Shortly after the app launched, TikTok partnered with Guess for the #InMyDenim problem, which inspired customers to movie themselves in fascinating locations whereas carrying Guess’ new denim line. In addition they needed to overlay Bebe Rexha’s “I am A Mess.”
That is was the primary branded problem to go viral on TikTok. Here is a clip of one of many responses:
Whereas they have not performed a lot experimentation with movies, Guess demonstrated how a problem on a highly-visual platform like TikTok may shortly unfold product-based consciousness.
A problem like this, that straight exhibits off clothes worn by actual folks, may additionally entice prospects who would possibly see an outfit and need to purchase it for themselves.
It is a technique that might simply be utilized by different style firms or companies that promote visually fascinating merchandise.
For instance, say an ecommerce firm needs to promote a brand new line of spinning chairs. It’d launch a problem known as “#SpinnyChairChallenge” the place contributors must spin in one of many model’s chairs to a particular track.
Individuals who watch these movies would possibly need to study extra a few model that began such an odd problem, or they may see the chairs and need to purchase one for his or her workplace.
San Diego Zoo
Everybody loves a cute animal video on occasion. And the San Diego Zoo’s TikTok account pleasantly takes benefit of this well-known reality.
The zoo’s technique is easy: Put up movies of cute animals with enjoyable music. And with over 50,000 followers, it appears to be working. How may anybody not need to comply with them after seeing this video of a lounging meerkat?
If that cuteness wasn’t sufficient, the zoo has additionally dueted with different animal-friendly accounts, just like the Monterey Aquarium:
Not solely is that this interesting to penguin lovers, however it’s additionally a terrific instance of how two comparable manufacturers can cross-promote utilizing TikTok options. Due to the zoo’s tagging technique, this video is likely to be seen by followers of the aquarium and the zoo. This fashion, zoo followers would possibly acquire extra curiosity within the aquarium and vice versa.
Generally, your model is likely to be an ideal match for a brand new social media app. When that occurs, it may be vital to get your self on it and begin experimenting. The San Diego Zoo is a good instance of a model that shortly recognized a becoming platform and absolutely embraced it. On the finish of the day, this may be far more productive than spending helpful time on platforms that make no sense in your trade or fan-base.
NBC’s Keep Tuned
Keep Tuned was initially an NBC-produced Snapchat information present focused at Gen-Z. After gaining success on that platform, the community began making content material for TikTok. The account, which has practically a million followers, provides a mixture of behind-the-scenes movies and fast information bites that contact on bizarre occasions and popular culture.
On this instance, they report on a survey of the highest fast-food chains:
In one other publish, a Keep Tuned host does an excellent job of explaining sophisticated AI information in a brief period of time:
Like The Washington Put up, Keep Tuned creates content material that’s a lot lighter than NBC Information’ common journalistic work. After they report on tales, their movies are shortly paced, well-edited and centered on tales that may appear extra fascinating to the youthful audiences on the app.
Though Keep Tuned has had large success on Snapchat, they don’t seem to be repurposing content material or placing comparable content material on each channels. The information crew tailors each bit of content material to the app it will likely be revealed on.
Whereas smaller firms could have to repurpose content material to save lots of assets, Keep Tuned demonstrates how creating particular content material for various platforms may give you huge wins for model consciousness and engagement.
As a result of they’ve performed so properly at curating and tailoring information tales for rising platforms, Keep Tuned’s technique is likely to be useful to publishers, entertainers, bloggers, or teachers who wish to publish about information, research, or different fascinating matters on completely different platforms.
Suggestions for Manufacturers on TikTok
Whereas it is likely to be difficult to get your content material to go viral like the larger manufacturers, TikTok might be a terrific instrument for moving into sync with youthful audiences. And for the reason that app is so new, you may just about experiment with any technique you need to see if it really works.
In the event you suppose TikTok is likely to 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 here are a couple of ideas and takeaways that we have gained from trying on the manufacturers who’ve already performed properly on the app.
Present a distinct 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 prospects.
Do not be afraid to experiment. As talked about above, the app is extremely new. 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 is likely to be fascinating or humorous, strive it and see if it will get any likes, feedback, or shares.
Interact along 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 provide you with movies, challenges, or duets that goal to work together with others. As with different platforms, the extra you interact with folks, the extra your fan base may develop.
Even if you happen to aren’t fascinated with TikTok proper now, we extremely suggest testing the app. Though it is likely to be too area of interest for you proper now, its branded movies may assist your brainstorm content material concepts in your present social platforms, or offer you perception on how different firms are experimenting with new platforms.
If you wish to study extra about TikTok, take a look at this how-to information or examine its backstory right here. Involved in researching different new social platforms? We have additionally acquired a terrific information for that.