How are the best brands doing it, and what can you steal? If your brand is looking for great ideas on how to stand out on TikTok, here are 10 brands that are killing it on the video app and the specific tactics they’re using to connect with the Gen Z audience.
Strategy #1. Create Promotions Around Native Influencers
Dunkin’ Donuts has huge success on TikTok around creating a signature drink for Charli D’Amelio. Their post where Charli tried her drink generated 3.9 million views, with a video showing “the Charli” being prepared generating another 3.4 million views for Dunkin’. For Dunkin’, working with the TikTok influencer put them on the map with Gen Z by showing the brand was willing to take a big bet on one of the platform’s rising stars. Collaborating with an influencer on a product line where the influencer has creative control requires trust, but the unconventional partnership may well pay off
Strategy #2. Chop Up Content For The Best Moments
Around the release of the second Borat film on Amazon Prime, Borat’s TikTok account shared two key moments from his promotional interview with David Dobrik. The entire interview on YouTube generated 8.7 million views. Meanwhile on TikTok, a clip of Dobrik’s friend freaking out at finding Borat behind her generated 6.8 million views and a clip of Borat knocking over Dobrik’s gumball machine received 6.1 million views. To succeed on TikTok, longer form content needs to be edited down into just the most memorable moments.
Strategy #3. Contests With User Generated Video
Because TikTok videos are maximum 60 seconds long, with the optimal length of a TikTok video being 16 seconds, it’s an especially easy platform for users to participate in brand contests that require video submissions. For instance around Halloween, Heinz created a TikTok challenge where you could potentially win a bottle of Heinz Tomato Blood Ketchup by uploading a TikTok video showing your Halloween transformation and tagging the video with #HeinzHalloween. So far there have been 3.1B views on TikTok with videos using the #HeinzHalloween hashtag.
Strategy #4. Amplify Organic Mentions
Nathan Apodaca, or Doggface208 as he’s more commonly known, is a TikTokker who became famous for a viral video where he lip syncs to the Fleetwood Mac song “Dreams” while on a skateboard and drinking a bottle of Ocean Spray. The original video has been viewed 62.5 million times on TikTok alone and an Instagram video of Ocean Spray giving Apodaca a truck has generated 152,518 responses. By having social listening around TikTok, brands can identify and collaborate around videos mentioning them in a positive light.
Strategy #5. Use TikTok For Top-Of-The-Funnel Marketing
Revlon, looking to reach an audience beyond their core fans, created a #DoItBold challenge on TikTok. The challenge promoted no specific product, instead TikTokers needed to show how they were bold while using the hashtag and the sound file Do It Bold to participate. Recruiting influencers like Loren Gray, Abby Roberts and Micah Couwenhoven to promote it, the #DoItBold challenge reached 2 billion views in three days, illustrating how effective TikTok can be for brand awareness marketing.
Strategy #6. Leverage TikTok Duets
Pretty much any social media video platform offers the ability to post a video reply, but through TikTok Duets, where the new video appears side by side with the old one, those replies are more collaborative and the original messaging is being seen more often. Chipotle Mexican Grill is a great example of a brand taking advantage of Duets. For example, to promote the return of the carne asada to their menu, Chipotle posted a TikTok video showing the dish being prepared, and asked fans to react with a split-screen duet video. Kicking off the campaign with influencers such as Oneya Johnson and Britney Broski, the original video ended up getting 2.2 million views on TikTok with the original sound Chi-vote-le used in 96 other TikTok videos.
Strategy #7. Create AR Filters For TikTok
With an increasing number of brands using TikTok for their campaigns, using AR technology is one way to stand out from the crowd. For instance, Cinnamon Toast Crunch created a TikTok filter, where through an augmented reality effect, the user could sing along to Whitney Houston’s “I Wanna Dance with Somebody” with their head turning into a smiling Cinnamon Toast Crunch box. Celebrities like Jason Derulo and Bebe Rexha were recruited for the #CTCVoiceBox challenge, with the hashtag getting 3.5 billion views on TikTok.
Strategy #8. Invest In Original Songs
The right audio is so important in getting a challenge to go viral on TikTok, so oftentimes investing in creating an original song is worthwhile. For example, NYX Professional Makeup created an original song “Butter Gloss Pop” for their #ButterGlossPop challenge, which was both brand specific and danceable. The promotion, with fans having the opportunity to win $1200 in makeup, was promoted by influencers like Brent Rivera and Sissy Sheridan and was hugely successful, with content using the #ButterGlossPop hashtag getting 11.1 billion views on TikTok.
Strategy #9. Amplify TikTok Testimonials
According to a survey by YPulse, a quarter of teens ages 13-18 are using TikTok daily. Therefore, it’s no surprise that testimonials about acne and skin care would have a big impact on the platform. For instance after TikTok user @kaelynwhitee posted a personal review of Peace Out Pore Strips, the brand sold out 5,000 units in one day. Peace Out Pore Strips further amplified the endorsement by posting a response video by Skincare by Hyram, who has 6 million followers on TikTok, resulting in the Pore Strips selling out completely.
Strategy #10 Create Your Own Content Creation House
Content Houses, where a group of TikTockers literally live in the same house and collaborate on content together, is a huge trend on the platform, and an effective way for content creators to grow an audience. Brands can also create their own Content Creation Houses, which Fenty Beauty did in March 2020; as Rihanna chose 5 content creators who posted videos driven by humor and music that subtly featured Fenty products. The strategy was a big hit, as the #fentybeauty hashtag had over 44 million views on TikTok and the hashtag #fentybeautyhouse specifically got 10 million views in three weeks. While the pandemic has made the idea of an in-person house less realistic, Fenty Beauty pivoted quickly and launched Season Two as a virtual Content House.
Looking for more great insights for how your brand can grow its audience on TikTok? Request a ListenFirst Demo today!