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TikTok Manufacturers Which can be Successful 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, growing model consciousness, and going viral — all by leveraging the facility of short-form video.

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

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On this publish, we’ll focus on why it’s best to leverage TikTok advertising and marketing in 2022 and the way smaller firms 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 can be Successful 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 quite a lot of distinctive advertising and marketing alternatives.

Entrepreneurs can leverage TikTok in three primary areas:

1. Influencer Advertising and marketing

A good way to leverage TikTok is by participating with the influencer group. As a result of influencers have a strong understanding of the platform, they will remodel 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. Authentic Content material

Though followers of TikTok love authentic content material, you needn’t spend hours developing with the following viral pattern. Usually, the perfect performing TikToks are ones that replicate or recreate a present pattern. Begin by exploring the app, its tendencies, 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.

Though lots of the first manufacturers to affix TikTok had been giant, well-known firms, it could possibly nonetheless be useful for small companies to take a look at why manufacturers of all sizes are becoming a member of the platform.

Why Manufacturers Ought to Leverage TikTok Advertising and marketing in 2022

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. Actually, it was probably 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 consultants predict will attain 1.5 billion by the top 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 thousands and thousands of views on an amazing video.

If you happen to assume TikTok is just for the Gen-Z crowd, assume once more. Whereas over half of Gen-Z shoppers are on TikTok, it is choosing up steam with different age teams. In 2021, 36% of TikTok customers had been between 35 and 54 years previous, a ten% improve from the yr earlier than.

That stated, since TikTok is quirky by nature, manufacturers have to get artistic to achieve their viewers’s consideration. In different phrases, a easy advert or sponsored influencer endorsement won’t reduce it on this fast-paced app.

Let’s take a look at eleven manufacturers who nail TikTok advertising and marketing with artistic content material that attracts consideration.

1. The NBA

In contrast to its Instagram channel, which focuses purely on basketball video games and highlights, the NBA’s TikTok posts present a lighter facet of the group. For instance, they’re going to usually publish movies of gamers figuring out to music, dancing on the courtroom, 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 amazing impact on TikTok. For instance, in case your restaurant’s TikTok account posts humorous movies of waiters dancing, viewers may assume the restaurant has nice and completely satisfied employees. This may make them need to eat there as a result of they will image themselves having a enjoyable eating expertise.

What we like:

When you may anticipate the NBA to focus extra significantly 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 crucial common kinds of content material on TikTok is tutorials. Some manufacturers lend themselves to this greater than others, however an amazing 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 quite a lot of manufacturers. For instance, a clothes retailer can present the right way to model sure items of clothes. A ironmongery shop can present the right way to construct, restore, or paint one thing utilizing its instruments. Even a health club can supply an indication on the right way to use totally different tools.

Begin by brainstorming all of the methods somebody may use your services or products. If you happen to can break a activity into steps that final not more than 60 seconds, it could make for an amazing 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 increase for all chilly brew coffees.

Nevertheless, for those who consider that you must accomplice with a well-known TikToker for it to work, assume once more.

In relation to influencer advertising and marketing, relevance is extra necessary than attain. Moderately than partnering with an influencer primarily based solely on vainness metrics (akin 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 common counterparts.

What we like:

This instance highlights the facility 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 common 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 straightforward so as to add music to video clips, which may outcome from having made authorized preparations with main music firms. Possibly this is the reason it is practically unimaginable to scroll by way of 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 tendencies or placing a singular spin on an current 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 matters, challenges, and memes. And for those who’re unsure the place to start out, take a look at 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 group in a enjoyable and genuine method.

Chipotle opts for a extra informal vibe, usually posting dance challenges and fan-made content material, akin 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. Try this “vlog model” video of a former Chipotle worker revisiting her job and interviewing her coworkers:

What we like:

If you happen to want a artistic option to unfold model consciousness rapidly, taking a word from Chipotle and sharing personable behind-the-scenes footage is likely to be an amazing experiment. Additionally, lean into your model advocates who could also be keen 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 health club 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 type 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 facility of challenges. Challenges are one of many greatest tendencies on TikTok, and modern manufacturers are utilizing them to fast-track their progress and join with thousands and thousands of customers on the app. Think about creating your individual problem or placing a singular spin on an already current one.

7. The Washington Put up

The Washington Put up was certainly one of TikTok’s earliest model adopters. Those that have not seen their movies is likely to be anticipating investigative or critical content material. Surprisingly, the newspaper really makes use of its account to publish 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 Put up shows how manufacturers can succeed on TikTok by speaking on to its particular viewers — younger viewers who need to chortle.

As a result of The Put up has a protracted historical past of groundbreaking, award-winning, and mental journalism, this comedic method may additionally appeal to younger readers who need to observe the information however used to fret that content material from a newspaper can be too superior or out of contact for them.

What we like:

Regardless of its fame for “critical journalism,” the Washington Put up didn’t draw back from TikTok. In case your model is in publishing, academia, or related industries, testing out a video technique that reveals off your lighter facet may very well be an attention-grabbing experiment. It would make your content material and model really feel much less intimidating and enable you 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 easy: Put up movies of cute animals with enjoyable music. And with over 2 million followers, it appears to be working. How may anybody not need to observe them after seeing this video of an cute purple 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 is likely to 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 sometimes chaotic movies that includes its mascot, Duo the owl. Duo might be seen dancing to common audio, including sassy commentary to popular culture information, and leaping on the newest tendencies.

Duo’s antics have efficiently humanized the model and epitomizes their witty model voice — which additionally is useful when responding to TikTok feedback.

What we like:

Your model voice shapes each interplay you will have 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 consists of authentic 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 the right way to model their footwear with equipment and an amazing humorousness.

What we like:

Nobody likes a model that takes itself too significantly. On the finish of the day, your patrons are folks — not robots with bank cards. Humility and humor are two elements that may humanize your model, reduce by way of 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 exhausting to think about a model masking such a critical (and sophisticated) matter 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 lease management, no matter is just too difficult for Planet Cash to chip away at in an modern and humorous method. 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:


What we like:

If you happen to really feel your model is just too “critical” for TikTok, take a word from Planet Cash and method your model — or your content material — from a distinct angle. It’s possible you’ll discover that including a splash of humor is simply what that you must skyrocket on the platform.

TikTok Advertising and marketing Ideas

Whereas it is likely to be difficult to get your content material to go viral like the larger manufacturers, TikTok may very well be an amazing software for getting in sync with youthful audiences.

If you happen to assume TikTok is likely to be a part of your advertising and marketing technique quickly or sooner or later, now can be a good time to get forward of your opponents by downloading the app and investigating what related manufacturers or potential audiences are doing there.

If you happen to’re raring to go on a TikTok technique, listed below are a couple of suggestions and takeaways that we have gained from trying on the manufacturers which have already achieved nicely on the app.

  • Present a distinct facet of your organization. The app is a hub for creativity and humor. Embracing a extra private tone or a behind-the-scenes method may make your organization seem extra relatable or reliable to potential clients.
  • Do not be afraid to experiment. In contrast to platforms like Fb and LinkedIn, there aren’t as many norms, finest practices, or guidelines about what works and what would not. If you happen to assume one thing is likely to be attention-grabbing or humorous, attempt it and see if it will get any likes, feedback, or shares.
  • Have interaction together with your viewers. Between challenges, duets, likes, feedback, and shares, there are many methods to interact with different TikTok customers — even when you do not know them. Attempt to give you movies, challenges, or duets that intention to work together with others. As with different platforms, the extra you have interaction with folks, the extra your fan base may develop.
  • Do not draw back from advertising and marketing your merchandise, however be sure you do it in a artistic method. Strive your hand at tutorials, demonstrations, and how-to content material that showcase the perfect elements of your services or products.
  • Faucet into the facility of word-of-mouth advertising and marketing with influencers. However do not forget that relevance is extra necessary than attain, so accomplice with area of interest micro-influencers who share an identical viewers.

For manufacturers, becoming a member of TikTok affords a possibility to succeed in youthful audiences and improve model consciousness in a extremely playful setting. However succeeding on the platform depends on creating thrilling content material — so put together to place your artistic hat on and experiment with new codecs.

Editor’s word: This publish was initially revealed in September 2019 and has been up to date for comprehensiveness.

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