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Wondering how brands can use TikTok in 2020?
It’s been a challenging year for businesses everywhere, but one platform that has still shone through the confusion is TikTok.
This is a quick guide you need to get the most of the platform this year.
In this article:
1. Inject creativity into trending memes and sounds
Memes are a huge crowd pleaser online, and comedy is one of the biggest genres of TikTok video out there – just look at how impressions of Carole Baskin rippled across the platform after the release of Tiger King! Could your brand do its own version of a comedy favourite or meme making the rounds? A comedic take on a trending sound, perhaps?
Crocs are a great example here, deciding to go with the way people generally poke fun at Crocs wearers. Using this to their advantage, Crocs launched a competition alongside musician Post Malone, inspired by his song “I’m Gonna Be” which has the lyrics, “Richard Mille my watch; thousand-dollar Crocs.” And so, the #ThousandDollarCrocs challenge was born garnering 2.9billion views from blending individual creativity and a tongue-in-cheek knowledge that Crocs don’t generally look like they are worth $1000. The comedic and truthful nature of this content, Crocs gained 100,000 followers in a week.
This goes to show that the right music used cleverly and creatively is everything on TikTok and can help a brand go viral. Experimentation is really important, and creativity gets noticed.
2. Find the right influencers
If brands want to make real impact on TikTok and don’t yet have a following, influencers can give your brand the jumpstart it needs. But you’ve got to have the right ambassadors for the brand or product in question. A match made in heaven in this regard has been TikTok star David Dobrik and Chipotle.
Dobrik and Chipotle have collaborated many times now, as his love for burritos is well known across the platform.
From making it easy for followers to order Dobrik’s favourite burrito, through to promotions of free delivery during the Superbowl, and many other collaborations, the brand has really used Dobrik’s known love of burritos to great effect. It’s just one of the ways Chipotle has dominated the platform and led the way in understanding how brands can use TikTok.
3. Show us what you can do
Tutorials are huge on TikTok. With one simple tutorial, The Ordinary sold out of their facial peel, and Fenty beauty made huge strides on TikTok – beauty brands can definitely benefit from this technique, but it could apply to any brand with a product that can be demonstrated in a fun or easy-to-copy way. The #makeupbowlchallenge is a great example of this – users demonstrate all their makeup tools and products and place them into a bowl. They then place their faces into the bowl and ‘transform’, showing off the results.
So make sure it’s ‘advert-ainment’ as we like to call it – you’ve got to be entertaining first and product-placement second. That means embedding a unique or fun challenge, or something that is really visual and appealing to audiences. If it’s pure product-placement, it won’t work on TikTok.
4. Give us the behind the scenes
Both the NBA and the Washington Post use TikTok to show the friendlier, more human side of their brand, one that users very rarely get to see. Examples include workouts or practice videos from the basketball stars, or what really goes on in the newsroom at the Washington Post.
These give users a look into the real personality behind the brand. It’s a great way to use TikTok, a platform that values authenticity above all.