The notorious TikTok app, that captivated +500M users worldwide and ~40M in the US only, is changing the dominance of the social media world and making several brands rethink about their social media marketing. Some companies realized that early on and quickly came up with creative ideas to advertise in this new platform, that is home to several dance and fun videos, catching the attention of millions of youth.
One of the first major restaurant chains that embraced TikTok was Chipotle, who launched the #GuacaDanceChallenge campaign and encouraged users to show their dance moves while listening to "Guacamole song". This kind of strategy tends to generate a lot of engagement, especially when leveraging digital influencers to launch it. Guess also launched a challenge campaign in the early days of the platform, back in late 2018, called "#InMyDenim, where the company incentivized users to show interesting places while wearing Guess' denim.
Another common strategy is to use the exact purpose of the platform to promote your company's brand: display videos! Clearly, it shouldn't be a 30 minutes YouTube video talking in depth about the company's mission, but rather 15-30 seconds videos that catch the attention of users and generate engagement. Red Bull has almost 5M followers on TikTok and takes advantage of the platform's purpose to advertise their slogan, "Gives you wings", across multiple sports by showing incredible performances of Red Bull's sponsored athletes. San Diego's zoo, on the other hand, appeals to users' hearts by showing several musical videos of their cute animals.
Among these, several other strategies are also being used to attract followers attentions. From newspapers highlighting a specific slip up of a politician in a week or even creating extremely quick news to inform users, to furniture brands explaining the step-by-step of how to assembly a sofa. While only the future knows what else companies will do in the Tik Tok platform, one thing is certain: there are infinite ways to keep innovating!
Sources: https://www.socialmediatoday.com/news/8-ways-that-brands-can-utilize-tiktok-in-their-marketing/565611/, https://blog.hubspot.com/marketing/brands-on-tiktok
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