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Jason Derulo = TikTok's 'It Boy'
So, we all know Jason is a man of many talents.
Most of the time he is a chart-topping singer-superstar, an insanely talented dancer, and now, as it seems, a TikTok marketing magician.
He’s managed to acquire a massive 21 million followers and has recently revealed that he’s been ‘making a fortune’ off TikTok. But not every celebrity or big name has been able to reap the same success.. What is it about Jason and his content that’s enabled his viral success and popularity?
We took another deep-dive into his profile to find out and ended up with this. The 5 things that marketers on TikTok can learn from JASONNN DERULOOO.
In this article:
1. Jump on trends not just to join in but to STAND OUT
One video in particular of Jason’s has gone absolutely viral in the past week, and that’s his remake of the #wipeitdown challenge. This is a challenge where people reveal their ‘made-up’ or alternative sides of their personality as they clean their mirror to BMW KENNY’s song ‘wipe it down’.
Whilst there have been some creative videos made from this challenge, Derulo definitely takes the cake. He zooms into a CGI spider biting on his hand and transforms into Spiderman. This video got 4.1m views, over 550,000 likes in 3 days, and it’s still growing.
Jason Derulo ensured he unlocked the ‘shock factor’ here and it pays off consistently in all of his videos. Every time he jumps on a trend, he comes up with an original idea that hasn’t been done before and his fans are hooked every single time.
2. Understand the functions of TikTok & leverage it in your favour
I’ve mentioned time and time again that TikTok operates on a few key things – music being a core component of this. Those who really understand the cogs in the TikTok machine have the best chance of hacking the platform and going viral and Derulo is one of these people.
A beat by New Zealand rising star Joshua Styla was transformed into a viral TikTok hit these past few weeks. After receiving over 750,000 TikTok’s a day and over 50 million views from users utilising it in the #ethnicitychallenge, Jason Derulo saw its potential and created a WHOLE song and dance routine leveraging the catchy beat. Looks like he took a page out of Drake’s book here.
This was a smart move from Jason. He knew that the beat was blowing up anyway and that people would be all over a full remixed version to create new dance videos for. Also knowing that Megan Thee Stallion’s ‘Savage’ was blowing up too, he called it ‘savage love’. It has since received a huge 153 million views!
3. Collaborate regularly with influencers on the platform
Derulo is frequently seen making videos and jumping on trends with several big-names on the app such as @itstaylerholder, @addisonre, @itsjonathanle and even @cloudtalk who was responsible for the insanely viral parents ‘blinding lights’ challenge.
In doing so, he’s able to expand his reach and gain access to a large number of different people and fan communities.
4. Be meme-worthy
A lot of Derulo’s videos are WILD; we’ve seen him ‘fake’ chipping his teeth by eating corn on a drill to ‘fake’ slicing his head on a staircase, and these things inspire memes. Memes are a popular communication tool amongst Gen Z and they are also part of the glue that holds TikTok together.
5. Create behind-the-scenes style content
This type of content works because it gives users insight into a different side to a brand or a person. TikTok is all about being unfiltered and authentic and Derulo taps into this throughout his videos.
What’s more, with a lot of people at home, social-distancing, and their favourite restaurants and takeaways closed, people have been loving watching quick and easy TikTok food hacks, so it’s no wonder that the video below, showing the behind-the-scenes of him cooking a colourful candy cake to congratulate his 19 million followers received 4.1 million likes and 48k likes.