TikTok has quickly become one of the most popular social media platforms, with over 1 billion active users worldwide. However, it's not just for dancing and lip-syncing videos anymore. TikTok has proven itself as a profitable advertising platform with results that can surpass its competitors. But many brands continue to be hesitant to join. In this article, we'll take a look at some examples of brands that have successfully used TikTok for marketing and what they did to achieve success.
1. Chipotle's #ChipotleLidFlip Challenge
One of the most successful TikTok campaigns was run by Chipotle, which created the #ChipotleLidFlip challenge. The challenge encouraged users to show off their skills flipping the lid of a Chipotle bowl to the beat of a song. This campaign generated over 100,000 user-generated responses and over 230 million views in just six days. The campaign was so successful that it received recognition from Adweek, which named it the "Best Use of TikTok" at the 2019 Shorty Awards.
The success of the #ChipotleLidFlip challenge can be attributed to several factors. First, the challenge was easy to participate in and didn't require any special equipment or skills. Second, the hashtag was catchy and memorable, making it easy for users to find and participate in the challenge. Finally, the challenge was aligned with Chipotle's brand values of fun, creativity, and engagement.
Chipotle's success on TikTok didn't end with the #ChipotleLidFlip challenge. The brand has continued to use TikTok to engage with its audience and promote its products. For example, the brand created a series of videos featuring its employees making burritos to the beat of popular songs. These videos were both entertaining and informative, showing viewers how Chipotle prepares its food while also promoting its products.
2. Guess's Partnership with Popular TikTok Users
Another brand that has successfully used TikTok for marketing is Guess. The clothing brand partnered with popular TikTok users to promote its clothing line. These users created videos featuring Guess clothing and used the hashtag #InMyDenim to encourage others to do the same. The campaign was a huge success, generating over 38 million views and 5.5 million likes.
The success of the Guess campaign can be attributed to the brand's understanding of its target audience. Guess recognized that its target audience was already active on TikTok and used this to its advantage by partnering with popular TikTok users. The brand also created a hashtag that was both catchy and aligned with its brand values, making it easy for users to participate in the campaign.
Guess's success on TikTok didn't end with the #InMyDenim campaign. The brand has continued to use TikTok to engage with its audience and promote its products. For example, the brand created a series of videos featuring its models wearing Guess clothing and dancing to popular songs. These videos were both entertaining and informative, showing viewers how Guess clothing looks in motion while also promoting its products.
3. The NBA's Behind-the-Scenes Footage and Challenges
The NBA is another brand that has successfully used TikTok for marketing. The NBA used TikTok to share behind-the-scenes footage, highlights, and challenges featuring famous basketball players. The NBA's TikTok channel has over 14 million followers and has generated over 300 million likes.
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The success of the NBA's TikTok channel can be attributed to its understanding of its target audience. The NBA recognized that its target audience was already active on TikTok and used this to its advantage by creating content that was both entertaining and informative. The NBA's behind-the-scenes footage and challenges gave viewers an inside look at the world of basketball and helped to build a deeper connection between the NBA and its fans.
The NBA's success on TikTok didn't end with its behind-the-scenes footage and challenges. The brand has continued to use TikTok to engage with its audience and promote its products. For example, the NBA created a series of videos featuring its players wearing NBA-themed clothing and dancing to popular songs. These videos were both entertaining and informative, showing viewers how they can show their support for their favorite basketball team while also promoting NBA merchandise.
4. The Washington Post's Unique Approach to TikTok
Newspapers are the most popular content medium amongst the younger generation, which makes the Washington Post a curious case of incredible success. The Washington Post is a newspaper that has successfully used TikTok for marketing, despite the platform's reputation as a place for dancing and lip-syncing videos. The Washington Post created a series of videos featuring its reporters and editors discussing the news in a fun and engaging way. The brand has over 1.1 million followers on TikTok and has generated over 26 million likes.
The success of the Washington Post's TikTok channel can be attributed to its unique approach to the platform. The brand recognized that its target audience was already active on TikTok, but it also recognized that its traditional approach to news would not work on the platform. Instead, the brand created content that was both entertaining and informative, giving viewers a behind-the-scenes look at the world of journalism.
The Washington Post's success on TikTok didn't end with its news coverage. The brand has continued to use TikTok to engage with its audience and promote its products. For example, the Washington Post created a series of videos featuring its reporters and editors discussing how they do their jobs. These videos were both entertaining and informative, showing viewers what goes into producing a news story while also promoting the Washington Post as a trusted source of news.
5. Flighthouse's Viral Social Media Content
The most followed brand account on TikTok is Flighthouse, with over 30 million followers. Flighthouse specializes in producing viral social media content, especially on TikTok. The brand creates videos that are both entertaining and informative, giving viewers a behind-the-scenes look at the world of social media.
The success of Flighthouse's TikTok channel can be attributed to its understanding of its target audience. The brand recognized that its target audience was already active on TikTok and used this to its advantage by creating content that was both entertaining and informative. Flighthouse's videos are designed to go viral, using catchy music, fun visuals, and creative editing to capture viewers' attention.
Flighthouse's success on TikTok has led to partnerships with other brands, including Chipotle and Universal Music Group. The brand has also launched its own record label, Flighthouse Records, which has signed several up-and-coming artists.
Conclusion
TikTok is a growing platform for marketing, and it's clear that brands can achieve great results by using it. The success of brands like Chipotle, Guess, and the NBA shows that TikTok can be a powerful tool for building brand awareness, engaging with your audience, and creating buzz around your products or services. The success of the Washington Post and Flighthouse shows that even brands that don't fit the traditional mold can find success on TikTok by taking a unique approach to the platform. If you're not already using TikTok for marketing, now is the time to start.
