The rapid rise of TikTok has seen the app reach 1 billion users and counting. TikTok offers brands the opportunity to produce a video for no cost, and have it go viral: a very valuable achievement in the social media world.
TikTok is a platform marketers need to take seriously in 2022. There are many benefits with marketing your brand on TikTok. One of the main ones being you have the opportunity to essentially market your brand for free if you play your cards right.
Influencers have also played a role in TikTok’s marketing credibility through sponsorship deals with brands. Influencer marketing on TikTok is very valuable and has been done by many companies already, which have proven successful.
For a while, TikTok was seen as a kids app. Now we are quickly seeing many celebrities, like Gordon Ramsay, and even major companies such as McDonalds and Duolingo, doing extremely well. TikTok is allowing brands to be less formal, and to step out of the usual content they would make – this is what makes TikTok marketing unique.
Brands are beginning to see they could possibly reach a lot more people on TikTok, than maybe on Instagram or Facebook.
Here are some examples of successful TikTok Marketing campaigns done by brands:
With 9billion views and millions of videos, Elf Cosmetics’ ‘Eyes Lips Face’ challenge was an extremely successful campaign on TikTok. Elf created an original song, called Eyes Lips Face’, to go alongside the brand’s hashtag challenge.
Fenty Beauty has been one of the first brands to create its own collaboration house, forming the ‘Fenty Beauty House’ with five TikTok creators earlier this year – resulting in 103M views. Rihanna took some of TikTok’s biggest beauty names to include them as part of this TikTok House — including Emmy Combs (4.3 TikTok followers)— where creators will have free access to all products in order for them to produce TikTok videos using it.
Gymshark created a 66 Day Challenge in 2019, where it partnered with six fitness and dance influencers who have a large following on TikTok. The influencers only wore GymShark clothing for the exercises, and directed their followers towards GymShark’s website. The campaign hashtag, #gymshark66, has 248million views currently.