TikTok Brands That are Winning at Marketing in 2022

It is getting tough for entrepreneurs to disregard the recognition and affect of TikTok. Manufacturers on TikTok are reaching youthful audiences, growing model consciousness, and going viral — all by leveraging the ability of short-form video.

In fact, it additionally helps that TikTok has over 1 billion energetic customers and a incredible engagement charge — far exceeding some other social platform right this moment.

On this submit, we’ll focus on why it is best to leverage TikTok advertising in 2022 and the way smaller firms can construct a scalable, enjoyable, and inventive technique on the platform. We’ll additionally cowl eleven manufacturers which have gone viral on TikTok.

Desk of Contents

What’s TikTok Advertising?

Why Manufacturers Ought to Leverage TikTok Advertising in 2022

11 TikTok Manufacturers Which are Profitable at Advertising

TikTok Advertising Suggestions

What’s TikTok Advertising?

Though TikTok would possibly really feel like a hub of unusual posts, its recognition and video-driven content material present quite a lot of distinctive advertising alternatives.

Entrepreneurs can leverage TikTok in three fundamental areas:

1. Influencer Advertising

An effective way to leverage TikTok is by participating with the influencer neighborhood. As a result of influencers have a strong understanding of the platform, they’ll remodel stiff model messages into enjoyable and inventive movies. This kind of advertising is especially efficient at opening your content material to a brand new viewers and boosting model consciousness.

2. Authentic Content material

Though followers of TikTok love unique content material, you needn’t spend hours arising with the subsequent viral pattern. Typically, one of the best performing TikToks are ones that replicate or recreate a present pattern. Begin by exploring the app, its developments, and the place your model can be a part of the enjoyable.

3. Paid Advertisements

TikTok advertisements are a comparatively new addition to the platform. Powered by their very own promoting platform, TikTok For Enterprise, manufacturers can run in-feed advertisements or create branded hashtags and video results.

Though most of the first manufacturers to affix TikTok had been giant, well-known firms, it could possibly nonetheless be useful for small companies to take a look at why manufacturers of all sizes are becoming a member of the platform.

Why Manufacturers Ought to Leverage TikTok Advertising in 2022

Brief-form video is dominating the social media panorama — and TikTok is the main platform for it. It is no shock that greater than half of entrepreneurs (52%) who use TikTok plan to extend their funding in 2022, which is likely one of the highest jumps of any platform.

Whereas TikTok is comparatively new in comparison with different social giants like YouTube and Instagram, it is seeing stellar progress year-over-year. The truth is, it was essentially the most downloaded app in 2019 and 2020, racking up over three billion downloads to date. It additionally boasts 1.2 billion month-to-month customers which specialists predict will attain 1.5 billion by the top of 2022.

Moreover, TikTok is essentially the most participating of all social media apps with a median person session of 10.85 minutes. Its viral nature additionally deserves a shout out. Not like different social platforms, even accounts with a handful of followers can spark thousands and thousands of views on a fantastic video.

Should you suppose TikTok is just for the Gen-Z crowd, suppose once more. Whereas over half of Gen-Z shoppers are on TikTok, it is choosing up steam with different age teams. In 2021, 36% of TikTok customers had been between 35 and 54 years previous, a ten% enhance from the yr earlier than.

That mentioned, since TikTok is quirky by nature, manufacturers must get artistic to achieve their viewers’s consideration. In different phrases, a easy advert or sponsored influencer endorsement may not lower it on this fast-paced app.

Let’s take a look at eleven manufacturers who nail TikTok advertising with artistic content material that pulls consideration.

1. The NBA

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 usually submit movies of gamers understanding to music, dancing on the courtroom, or answering fan questions.

On this video, Steph Curry of the Golden State Warriors busts a transfer from the sidelines after his teammate scores:

And take a look at 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 a fantastic impact on TikTok. For instance, in case your restaurant’s TikTok account posts humorous movies of waiters dancing, viewers would possibly suppose the restaurant has nice and completely happy employees. This would possibly make them need to eat there as a result of they’ll image themselves having a enjoyable eating expertise.

What we like:

When you would possibly count on 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. Whereas the movies nonetheless promote basketball, in addition they match with different humorous posts on TikTok feeds.

2. Fenty Magnificence

One of the fashionable sorts of content material on TikTok is tutorials. Some manufacturers lend themselves to this greater than others, however a fantastic instance is Fenty Magnificence, which makes use of TikTok to indicate make-up tutorials, wear-tests, and product launches.

What we like:

Tutorial-based movies can match quite a lot of manufacturers. For instance, a clothes retailer can present how you can model sure items of clothes. A ironmongery store can present how you can construct, restore, or paint one thing utilizing its instruments. Even a health club can supply an indication on how you can use totally different tools.

Begin by brainstorming all of the methods somebody might use your services or products. Should you can break a job into steps that final not more than 60 seconds, it could make for a fantastic TikTok video tutorial.

3. Dunkin’

Dunkin’ was one of many first manufacturers to make use of influencer advertising on the platform by partnering with TikTok megastar Charli D’Amelio.

Collectively, they launched new menu objects 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 enhance for all chilly brew coffees.

Nevertheless, for those who consider it’s essential to companion with a well-known TikToker for it to work, suppose once more.

In the case of influencer advertising, relevance is extra essential than attain. Moderately than partnering with an influencer based mostly solely on self-importance metrics (comparable to follower rely), search for micro-influencers who’ve a distinct segment viewers that aligns with your personal. Analysis reveals that influencers with lower than 1,000 followers obtain extra engagement than their extra fashionable counterparts.

What we like:

This instance highlights the ability of influencer advertising on TikTok. By partnering with influencers, Dunkin’ advantages from word-of-mouth advertising whereas constructing social proof.

4. Milk Bar

TikTok movies thrive with music, and Milk Bar is aware of this too effectively. The bakery chain does an distinctive job at capitalizing on fashionable TikTok memes, codecs, and audio.

Here is Milk Bar placing a spin on the “Have you ever ever been in love?” video pattern:

 

TikTok makes it straightforward so as to add music to video clips, which might consequence from having made authorized preparations with main music firms. Possibly this is the reason it is practically not possible to scroll by way of TikTok with out seeing customers dancing or lip-syncing to music.

What we like:

Viewers wish to see manufacturers becoming a member of in on present developments or placing a singular spin on an current one. When manufacturers take the time to know TikTok and hold a finger on the heartbeat of the platform, it turns into simpler to affix trending matters, challenges, and memes. And for those who’re unsure the place to start out, try TikTok’s Discovery Web page for inspiration.

5. Chipotle

Since becoming a member of TikTok in 2018, Chipotle has set the usual for a way manufacturers can develop their model presence whereas participating the TikTok neighborhood in a enjoyable and genuine method.

Chipotle opts for a extra informal vibe, usually posting dance challenges and fan-made content material, comparable to 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. Take a look at this “vlog model” video of a former Chipotle worker revisiting her job and interviewing her coworkers:

What we like:

Should you want a artistic approach to unfold model consciousness shortly, taking a observe from Chipotle and sharing personable behind-the-scenes footage may be a fantastic experiment. Additionally, lean into your model advocates who could also be prepared to share their experiences on social media.

6. Gymshark

Gymshark is likely one of the main health manufacturers on TikTok, 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 health club really feel much less intimidating.

Here is a type of relatable health movies:

One of many model’s most notable TikTok campaigns was the 66 Days: Change Your Life problem, which highlights the truth that it takes 66 days to type 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 developments on TikTok, and revolutionary manufacturers are utilizing them to fast-track their progress and join with thousands and thousands of customers on the app. Contemplate creating your personal problem or placing a singular spin on an already current one.

7. The Washington Put up

The Washington Put up was one in every of TikTok’s earliest model adopters. Those that have not seen their movies may be anticipating investigative or severe content material. Surprisingly, the newspaper really makes use of its account to submit comedic skits in regards to the newest breaking information.

These movies slot in completely with the platform as a result of they’re humorous, well timed, and embrace a few of TikTok’s weirdest particular results. Take a look at this skit about Delta Airways’ PR division struggling to write down a press launch in regards to the COVID-19 delta variant:

The Washington Put up shows how manufacturers can succeed on TikTok by speaking on to its particular viewers — younger viewers who need to chortle.

As a result of The Put up has an extended historical past of groundbreaking, award-winning, and mental journalism, this comedic strategy may additionally entice younger readers who need to observe the information however used to fret that content material from a newspaper can be too superior or out of contact for them.

What we like:

Regardless of its status for “severe journalism,” the Washington Put up didn’t shrink back from TikTok. In case your model is in publishing, academia, or comparable industries, testing out a video technique that reveals off your lighter aspect could possibly be an fascinating experiment. It would make your content material and model really feel much less intimidating and assist you achieve consideration from newer audiences.

8. San Diego Zoo

Everybody loves a cute animal video. The San Diego Zoo’s TikTok account pleasantly takes benefit of this well-known truth.

The zoo’s technique is easy: Put up movies of cute animals with enjoyable music. And with over 2 million followers, it appears to be working. How might anybody not need to observe them after seeing this video of an lovable purple 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 can be a nice instance of how two comparable manufacturers can cross-promote utilizing TikTok options. Due to the zoo’s tagging technique, this video may be seen by followers of the aquarium and the zoo. This fashion, zoo followers would possibly achieve extra curiosity within the aquarium and vice versa.

9. Duolingo

TikTok is understood for its quirky “unhinged” content material, and Duolingo has successfully carved out an area on this panorama.

The model continues to go viral for its humorous, fashionable, and sometimes chaotic movies that includes its mascot, Duo the owl. Duo will be seen dancing to fashionable audio, including sassy commentary to popular culture information, and leaping on the most recent developments.

Duo’s antics have efficiently humanized the model and epitomizes their witty model voice — which additionally turns out to be useful when responding to TikTok feedback.

What we like:

Your model voice shapes each interplay you’ve 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.

10. Crocs

Whereas the love-hate relationship with crocs could be very actual, it’s all love for the model on TikTok. Its successful technique consists of unique music, brand-specific hashtags (like #CrocTok), and colourful, entertaining content material.

That mentioned, Crocs actually shines at poking enjoyable of itself and the perceived “ugliness” of their footwear. They lean into this by posting outfit of the day (OOTD) movies and tutorials on how you can model their footwear with equipment and a fantastic humorousness.

What we like:

Nobody likes a model that takes itself too critically. On the finish of the day, your consumers are folks — not robots with bank cards. Humility and humor are two components that may humanize your model, lower by way of the noise, and construct a connection together with your viewers.

11. Planet Cash

Planet Cash is a podcast by the Nationwide Public Radio (NPR) with the tagline — “The economic system defined.”

It is exhausting to think about a model masking such a severe (and complicated) subject on a platform that is synonymous with foolish, snackable content material. However Planet Cash manages to infuse instructional movies with an entertaining spin.

From inflation to lease management, no subject is simply too difficult for Planet Cash to chip away at in an revolutionary and humorous method. Do not consider me? Simply check out this skit explaining how banks make billions from overdraft charges, which begins with a person attempting to purchase a burrito:

 

What we like:

Should you really feel your model is simply too “severe” for TikTok, take a observe from Planet Cash and strategy your model — or your content material — from a distinct angle. Chances are you’ll discover that including a splash of humor is simply what it’s essential to skyrocket on the platform.

TikTok Advertising Suggestions

Whereas it may be difficult to get your content material to go viral like the larger manufacturers, TikTok could possibly be a fantastic software for getting in sync with youthful audiences.

Should you suppose TikTok may be a part of your advertising technique quickly or sooner or later, now can 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.

Should you’re raring to go on a TikTok technique, listed here are a couple of ideas and takeaways that we have gained from wanting on the manufacturers which have already finished effectively 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 might make your organization seem extra relatable or reliable to potential prospects.
• Do not be afraid to experiment. Not like platforms like Fb and LinkedIn, there aren’t as many norms, finest practices, or guidelines about what works and what does not. Should you suppose one thing may be fascinating or humorous, attempt it and see if it will get any likes, feedback, or shares.
• Have interaction together 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 give you movies, challenges, or duets that intention to work together with others. As with different platforms, the extra you have interaction with folks, the extra your fan base might develop.
• Do not shrink back from advertising your merchandise, however ensure you do it in a artistic method. Strive your hand at tutorials, demonstrations, and how-to content material that showcase one of the best components of your services or products.
• Faucet into the ability of word-of-mouth advertising with influencers. However do not forget that relevance is extra essential than attain, so companion with area of interest micro-influencers who share the same viewers.

For manufacturers, becoming a member of TikTok provides a possibility to succeed in youthful audiences and enhance model consciousness in a extremely playful setting. However succeeding on the platform depends on creating thrilling content material — so put together to place your artistic hat on and experiment with new codecs.

Editor’s observe: This submit was initially printed in September 2019 and has been up to date for comprehensiveness.