TikTok Manufacturers Which might be Profitable at Advertising and marketing 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 ability of short-form video.

In fact, it additionally helps that TikTok has over 1 billion energetic customers and a unbelievable engagement price — far exceeding every other social platform at present.

On this submit, we’ll focus on why it’s best to leverage TikTok advertising and marketing in 2022 and the way smaller corporations 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 and marketing?

Why Manufacturers Ought to Leverage TikTok Advertising and marketing in 2022

11 TikTok Manufacturers Which might be Profitable at Advertising and marketing

TikTok Advertising and marketing Ideas

What’s TikTok Advertising and marketing?

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 and marketing alternatives.

Entrepreneurs can leverage TikTok in three predominant areas:

1. Influencer Advertising and marketing

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 rework stiff model messages into enjoyable and inventive movies. Such a advertising and marketing 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 developing with the subsequent viral pattern. Typically, the very 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 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.

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 among 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 development year-over-year. In actual fact, it was essentially the most downloaded app in 2019 and 2020, racking up over three billion downloads thus far. 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 an common consumer 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.

In case 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 selecting up steam with different age teams. In 2021, 36% of TikTok customers had 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’re going to usually submit 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 comfortable workers. This may make them need to eat there as a result of they’ll image themselves having a enjoyable eating expertise.

What we like:

Whilst you may anticipate 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 standard kinds 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 indicate 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 model sure items of clothes. A ironmongery store can present construct, restore, or paint one thing utilizing its instruments. Even a gymnasium can supply an indication on use completely different tools.

Begin by brainstorming all of the methods somebody might use your services or products. In case you can break a process 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 and marketing 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 concerning the partnership, Dunkin noticed a 57% spike in app downloads and a 20% gross sales enhance for all chilly brew coffees.

Nevertheless, if you happen to imagine you might want to accomplice with a well-known TikToker for it to work, suppose once more.

On the subject of influencer advertising and marketing, relevance is extra essential than attain. Somewhat than partnering with an influencer based mostly solely on self-importance metrics (reminiscent of follower depend), search for micro-influencers who’ve a distinct segment viewers that aligns with your personal. Analysis exhibits that influencers with lower than 1,000 followers obtain extra engagement than their extra standard counterparts.

What we like:

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

4. Milk Bar

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

This 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 might consequence from having made authorized preparations with main music corporations. Perhaps this is the reason it is practically inconceivable to scroll via TikTok with out seeing customers dancing or lip-syncing to music.

What we like:

Viewers prefer to see manufacturers becoming a member of in on present traits or placing a novel spin on an current one. When manufacturers take the time to grasp TikTok and hold a finger on the heartbeat of the platform, it turns into simpler to hitch trending matters, challenges, and memes. And if you happen to’re unsure the place to begin, try TikTok’s Discovery Web page for inspiration.

5. Chipotle

Since becoming a member of TikTok in 2018, Chipotle has set the usual for the 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, reminiscent of 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. Try this “vlog model” video of a former Chipotle worker revisiting her job and interviewing her coworkers:

What we like:

In case you want a artistic solution to unfold model consciousness shortly, taking a be aware from Chipotle and sharing personable behind-the-scenes footage could 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 among 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 gymnasium really feel much less intimidating.

This is a kind 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 amazing success, with the hashtag #gymshark66 producing 193 million views.

What we like:

Gymshark leverages the ability of challenges. Challenges are one of many largest traits on TikTok, and modern manufacturers are utilizing them to fast-track their development and join with hundreds of thousands of customers on the app. Take into account creating your personal problem or placing a novel spin on an already current one.

7. The Washington Submit

The Washington Submit was one in every of TikTok’s earliest model adopters. Those that have not seen their movies could be anticipating investigative or critical content material. Surprisingly, the newspaper truly makes use of its account to submit comedic skits concerning 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. Try this skit about Delta Airways’ PR division struggling to put in writing a press launch concerning the COVID-19 delta variant:

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

As a result of The Submit has a protracted historical past of groundbreaking, award-winning, and mental journalism, this comedic strategy may also appeal to 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.

What we like:

Regardless of its status for “critical journalism,” the Washington Submit didn’t draw back from TikTok. In case your model is in publishing, academia, or related industries, testing out a video technique that exhibits off your lighter aspect might be an attention-grabbing experiment. It’d make your content material and model really feel much less intimidating and make it easier 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: Submit movies of cute animals with enjoyable music. And with over 2 million followers, it appears to be working. How might anybody not need to comply with them after seeing this video of an lovable pink 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 related manufacturers can cross-promote utilizing TikTok options. Due to the zoo’s tagging technique, this video could be seen by followers of the aquarium and the zoo. This fashion, zoo followers may 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 infrequently chaotic movies that includes its mascot, Duo the owl. Duo could be seen dancing to standard audio, including sassy commentary to popular culture information, and leaping on the most recent 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’ve 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 profitable technique contains 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 footwear. They lean into this by posting outfit of the day (OOTD) movies and tutorials on model their footwear 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 consumers are folks — not robots with bank cards. Humility and humor are two substances that may humanize your model, minimize via 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 overlaying such a critical (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 hire management, no subject is just too difficult for Planet Cash to chip away at in an modern and humorous method. Do not imagine me? Simply check out this skit explaining how banks make billions from overdraft charges, which begins with a person attempting to purchase a burrito: