TikTok Manufacturers Which are Successful at Advertising in 2022

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

After all, it additionally helps that TikTok has over 1 billion energetic customers and a implausible engagement price — far exceeding another social platform at this time.

On this publish, we’ll talk about why you need to leverage TikTok advertising in 2022 and the way smaller corporations can construct a scalable, enjoyable, and artistic 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 Successful at Advertising

TikTok Advertising Suggestions

What’s TikTok Advertising?

Though TikTok may really feel like a hub of unusual posts, its reputation and video-driven content material present a wide range of distinctive advertising alternatives.

Entrepreneurs can leverage TikTok in three predominant areas:

1. Influencer Advertising

A good way to leverage TikTok is by participating with the influencer neighborhood. As a result of influencers have a strong understanding of the platform, they will remodel stiff model messages into enjoyable and artistic movies. One of these advertising is especially efficient at opening your content material to a brand new viewers and boosting model consciousness.

2. Unique Content material

Though followers of TikTok love unique content material, you need not 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 traits, and the place your model can be part of the enjoyable.

3. Paid Adverts

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.

Quick-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. In truth, it was probably the most downloaded app in 2019 and 2020, racking up over three billion downloads up to now. It additionally boasts 1.2 billion month-to-month customers which specialists predict will attain 1.5 billion by the tip of 2022.

Moreover, TikTok is probably the most participating of all social media apps with an common person session of 10.85 minutes. Its viral nature additionally deserves a shout out. In contrast to different social platforms, even accounts with a handful of followers can spark hundreds of thousands of views on an awesome video.

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

In contrast to 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 understanding to music, dancing on the court docket, 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 an awesome impact on TikTok. For instance, in case your restaurant’s TikTok account posts humorous movies of waiters dancing, viewers may suppose the restaurant has nice and completely satisfied employees. This may make them wish to eat there as a result of they will image themselves having a enjoyable eating expertise.

What we like:

When you may 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, additionally they match with different humorous posts on TikTok feeds.

2. Fenty Magnificence

One of the vital widespread varieties of content material on TikTok is tutorials. Some manufacturers lend themselves to this greater than others, however an awesome instance is Fenty Magnificence, which makes use of TikTok to point out make-up tutorials, wear-tests, and product launches.

What we like:

Tutorial-based movies can match a wide range of manufacturers. For instance, a clothes retailer can present learn how to model sure items of clothes. A ironmongery shop can present learn how to construct, restore, or paint one thing utilizing its instruments. Even a fitness center can supply an illustration on learn how to use totally different gear.

Begin by brainstorming all of the methods somebody may use your services or products. For those who can break a activity into steps that final not more than 60 seconds, it could make for an awesome 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 gadgets 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 increase for all chilly brew coffees.

Nevertheless, for those who consider you might want to associate with a well-known TikToker for it to work, suppose once more.

Relating to influencer advertising, relevance is extra vital than attain. Reasonably than partnering with an influencer primarily based solely on vainness metrics (corresponding to follower depend), search for micro-influencers who’ve a distinct segment viewers that aligns with your individual. Analysis reveals that influencers with lower than 1,000 followers obtain extra engagement than their extra widespread counterparts.

What we like:

This instance highlights the facility 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 widespread 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 simple so as to add music to video clips, which may consequence from having made authorized preparations with main music corporations. Possibly because of this it is almost unimaginable to scroll by 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 traits or placing a novel spin on an present one. When manufacturers take the time to grasp TikTok and hold a finger on the heart beat of the platform, it turns into simpler to affix trending subjects, 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 approach.

Chipotle opts for a extra informal vibe, typically posting dance challenges and fan-made content material, corresponding 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:

For those who want a artistic approach to unfold model consciousness rapidly, taking a observe from Chipotle and sharing personable behind-the-scenes footage may be an awesome 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 fitness center 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 kind a behavior. TikTokers submitted movies of their very own exercise journey in hopes of profitable a Gymshark membership.

The marketing campaign was an awesome success, with the hashtag #gymshark66 producing 193 million views.

What we like:

Gymshark leverages the facility of challenges. Challenges are one of many largest traits on TikTok, and progressive manufacturers are utilizing them to fast-track their progress and join with hundreds of thousands of customers on the app. Contemplate creating your individual problem or placing a novel spin on an already present one.

7. The Washington Publish

The Washington Publish was one in all TikTok’s earliest model adopters. Those that have not seen their movies may be anticipating investigative or critical content material. Surprisingly, the newspaper really makes use of its account to publish 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 jot down a press launch in regards to the COVID-19 delta variant:

The Washington Publish shows how manufacturers can succeed on TikTok by speaking on to its particular viewers — younger viewers who wish to snort.

As a result of The Publish has an extended historical past of groundbreaking, award-winning, and mental journalism, this comedic strategy may additionally appeal to younger readers who wish 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.

What we like:

Regardless of its repute for “critical journalism,” the Washington Publish 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 may very well be an attention-grabbing experiment. It’d make your content material and model really feel much less intimidating and enable you to 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 reality.

The zoo’s technique is straightforward: Publish movies of cute animals with enjoyable music. And with over 2 million followers, it appears to be working. How may anybody not wish to comply with them after seeing this video of an lovable crimson 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 manner, zoo followers may achieve extra curiosity within the aquarium and vice versa.

9. Duolingo

TikTok is thought 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, stylish, and sometimes chaotic movies that includes its mascot, Duo the owl. Duo will be seen dancing to widespread audio, including sassy commentary to popular culture information, and leaping on the newest traits.

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 might have on-line — from the movies you create to the way you reply to feedback. Duolingo has molded a robust 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 profitable technique consists of unique music, brand-specific hashtags (like #CrocTok), and colourful, entertaining content material.

That stated, Crocs actually shines at poking enjoyable of itself and the perceived “ugliness” of their sneakers. They lean into this by posting outfit of the day (OOTD) movies and tutorials on learn how to model their sneakers with equipment and an awesome humorousness.

What we like:

Nobody likes a model that takes itself too critically. On the finish of the day, your patrons are individuals — not robots with bank cards. Humility and humor are two substances that may humanize your model, lower by 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 financial system defined.”

It is onerous to think about a model overlaying such a critical (and complicated) matter on a platform that is synonymous with foolish, snackable content material. However Planet Cash manages to infuse academic movies with an entertaining spin.

From inflation to hire management, no matter is just too difficult for Planet Cash to chip away at in an progressive and humorous approach. 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: