Brands That Advertise on TikTok: How to Learn From Their Success
TikTok is one of the most popular and influential social media platforms in the world, with over 1 billion active users and millions of videos uploaded every day. TikTok is not only a place for entertainment and creativity, but also a powerful marketing tool for brands that want to reach younger audiences, increase brand awareness, and go viral.
Many brands have already recognized the potential of TikTok and have launched successful campaigns on the platform. In this article, we will look at some of the best examples of brands that advertise on TikTok and how you can learn from their strategies. We will also provide you with some tips and resources to help you create your own TikTok marketing plan.
Why Brands Should Advertise on TikTok
There are many reasons why brands should consider advertising on TikTok, but here are some of the most compelling ones:
- TikTok has a huge and engaged audience. According to Statista, TikTok had 1.1 billion monthly active users as of October 2021, making it the seventh most used social media app in the world. Moreover, TikTok users spend an average of 52 minutes per day on the app, which is higher than Facebook (38 minutes) and Instagram (29 minutes). This means that brands have a lot of opportunities to reach and interact with their target customers on TikTok.- TikTok is a video-driven platform. Video is one of the most effective forms of content marketing, as it can capture attention, convey emotions, and deliver information in a short and engaging way. TikTok is built for video creation and consumption, with features such as filters, stickers, music, sound effects, transitions, and editing tools that make it easy for anyone to create and share videos. Brands can leverage video to showcase their products or services, tell stories, educate customers, or entertain them.- TikTok is a viral platform. Unlike other social media platforms, where the algorithm favors content from accounts with high followers or engagement, TikTok's algorithm is more democratic and unpredictable. It can surface content from any account to the "For You" page, which is the main feed where users discover new videos. This means that even accounts with a few followers can go viral on TikTok if they create content that resonates with the audience. Brands can take advantage of this by creating original, relevant, and catchy videos that can potentially reach millions of users.- TikTok is a creative platform. TikTok is known for its quirky and fun content that often reflects the latest trends, memes, challenges, or hashtags. Users love to participate in these trends or create their own variations. Brands can join the fun by following or creating trends that align with their brand identity and values. This can help them show their personality, connect with their audience, and generate user-generated content (UGC).How Brands Can Advertise on TikTok
There are three main ways that brands can advertise on TikTok:
- Influencer marketing. This involves collaborating with influencers who have a large or niche following on TikTok to promote your brand or product. Influencers can help you reach your target audience, increase your brand awareness, and drive traffic or conversions. You can work with influencers to create sponsored posts, reviews, tutorials, unboxings, giveaways, or challenges that feature your brand or product.- Organic marketing. This involves creating your own TikTok account and posting original content that showcases your brand or product. You can use organic marketing to educate your audience about your brand or product features or benefits, tell stories about your brand or customers, share behind-the-scenes footage or testimonials, or entertain your audience with humor or creativity. You can also use organic marketing to engage with your audience by responding to comments or messages, following or liking other accounts, or participating in trends or challenges.- Paid advertising. This involves using TikTok's self-serve advertising platform to run ads on the app. You can choose from different ad formats such as in-feed ads (video ads that appear in the "For You" page), branded hashtag challenges (sponsored hashtags that invite users to create videos around a theme), branded effects (custom filters or stickers that users can apply to their videos), top view ads (video ads that appear when users open the app), or brand takeover ads (full-screen ads that appear when users open the app). You can also use paid advertising to target your audience by demographics, interests, behaviors, or location.Examples of Brands That Advertise on TikTok
Here are some of the best examples of brands that advertise on TikTok and what you can learn from them:
Vivo
Vivo is a smartphone brand that has used TikTok to target the young and tech-savvy audience on the platform. Vivo has launched several campaigns on TikTok, such as #ClearAsReal, #SwitchOff, and #PerfectSelfie, that showcase the features and benefits of their products, such as the camera quality, battery life, or design. Vivo has also collaborated with influencers and celebrities to create videos that promote their products and generate UGC. For example, for the #ClearAsReal campaign, Vivo partnered with popular TikTokers such as @awezdarbar, @nagmaa, and @riyazaly to create videos that demonstrate how Vivo's camera can capture clear and realistic photos and videos.
What you can learn from Vivo:
- Use hashtags to create buzz and encourage UGC. Vivo has used catchy and relevant hashtags to create campaigns that highlight their product features and benefits. By using hashtags, Vivo has made it easy for users to find and join their campaigns, as well as to create and share their own videos using Vivo's products. This has helped Vivo generate a lot of organic reach and engagement, as well as UGC that can boost their social proof and credibility.- Work with influencers and celebrities to amplify your message. Vivo has worked with influencers and celebrities who have a large and loyal following on TikTok to create videos that promote their products. By working with influencers and celebrities, Vivo has leveraged their authority, influence, and creativity to reach a wider and more relevant audience, increase their brand awareness, and drive traffic or conversions.Duolingo
Duolingo is a language-learning app that has used TikTok to show its authenticity and personality. Duolingo has created a TikTok account that features humorous and relatable videos that poke fun at its own app, such as the notifications, the streaks, or the characters. Duolingo has also used TikTok to educate its audience about language facts, tips, or trivia, as well as to participate in trends or challenges that are relevant to its niche. For example, Duolingo has joined the #DontRushChallenge by showing how different languages say "don't rush".
What you can learn from Duolingo:
- Show your authenticity and personality. Duolingo has used TikTok to show its human side and connect with its audience on an emotional level. By creating humorous and relatable videos that poke fun at its own app, Duolingo has shown that it is not afraid to be self-deprecating and honest. This has helped Duolingo build trust, loyalty, and affinity with its audience, as well as to stand out from other educational apps.- Educate your audience in an entertaining way. Duolingo has used TikTok to educate its audience about language facts, tips, or trivia in an entertaining way. By using video, music, sound effects, transitions, or captions, Duolingo has made learning fun and engaging for its audience. This has helped Duolingo showcase its value proposition, increase its brand awareness, and drive app downloads.Chipotle
Chipotle is a fast-food chain that has used TikTok to create viral campaigns that showcase its menu items and culture. Chipotle has launched several campaigns on TikTok, such as #ChipotleLidFlip, #GuacDance, #Boorito, and #TikTokBurritoChallenge, that invite users to create videos around a theme or a challenge related to Chipotle's food or brand. Chipotle has also collaborated with influencers and celebrities to create videos that promote their campaigns and generate UGC. For example, for the #GuacDance campaign, Chipotle partnered with Dr. Jean (the creator of the viral "guacamole song") to create a video that encourages users to show off their dance moves while celebrating National Avocado Day.
What you can learn from Chipotle:
- Create viral campaigns that align with your brand identity. Chipotle has created viral campaigns on TikTok that align with its brand identity of being fun, fresh, and innovative. By creating campaigns that are based on a theme or a challenge related to Chipotle's food or brand, Chipotle has made it easy for users to participate and express their creativity. This has helped Chipotle generate a lot of organic reach and engagement, as well as UC or brand loyalty.- Work with influencers and celebrities to boost your campaigns. Chipotle has worked with influencers and celebrities who have a large and relevant following on TikTok to create videos that promote their campaigns. By working with influencers and celebrities, Chipotle has leveraged their authority, influence, and creativity to boost their campaigns and generate UGC. This has helped Chipotle reach a wider and more engaged audience, increase their brand awareness, and drive sales.NBA
NBA is a professional basketball league that has used TikTok to showcase its highlights, players, and fans. NBA has created a TikTok account that features videos of amazing plays, funny moments, behind-the-scenes footage, or fan reactions from its games and events. NBA has also used TikTok to educate its audience about basketball facts, tips, or trivia, as well as to participate in trends or challenges that are relevant to its niche. For example, NBA has joined the #RenegadeChallenge by showing how different players do the popular dance move.
What you can learn from NBA:
- Showcase your highlights, players, and fans. NBA has used TikTok to showcase its highlights, players, and fans in an engaging and entertaining way. By using video, music, sound effects, transitions, or captions, NBA has made its content appealing and captivating for its audience. This has helped NBA showcase its value proposition, increase its brand awareness, and drive fan engagement.- Educate your audience in an entertaining way. NBA has used TikTok to educate its audience about basketball facts, tips, or trivia in an entertaining way. By using video, music, sound effects, transitions, or captions, NBA has made learning fun and engaging for its audience. This has helped NBA showcase its expertise, increase its brand awareness, and drive fan loyalty.The Washington Post
The Washington Post is a newspaper that has used TikTok to create humorous and informative videos that showcase its journalists and stories. The Washington Post has created a TikTok account that features videos of its journalists doing funny skits, pranks, or challenges that relate to their work or current events. The Washington Post has also used TikTok to educate its audience about news facts, tips, or trivia, as well as to participate in trends or challenges that are relevant to its niche. For example, The Washington Post has joined the #FlipTheSwitchChallenge by showing how different journalists switch roles or outfits.
What you can learn from The Washington Post:
- Create humorous and informative videos that showcase your journalists and stories. The Washington Post has used TikTok to create humorous and informative videos that showcase its journalists and stories in an engaging and entertaining way. By creating videos that are based on funny skits, pranks, or challenges that relate to their work or current events, The Washington Post has made it easy for users to relate to and enjoy their content. This has helped The Washington Post build trust, credibility, and affinity with its audience, as well as to stand out from other news outlets.- Educate your audience in an entertaining way. The Washington Post has used TikTok to educate its audience about news facts, tips, or trivia in an entertaining way. By using video, music, sound effects, transitions, or captions, The Washington Post has made learning fun and engaging for its audience. This has helped The Washington Post showcase its expertise, increase its brand awareness, and drive traffic or subscriptions.A Detailed Table Breakdown Related to the Topic
The following table shows some of the key metrics of the five brands that advertise on TikTok mentioned above:
| Brand | TikTok Followers | TikTok Likes | TikTok Views | Most Popular Campaign |
|---|---|---|---|---|
| Vivo | 1.1M | 5.4M | 36.8M | #ClearAsReal |
| Duolingo | 1.4M | 28M | 189M | #DontRushChallenge |
| Chipotle | 1.9M | 25.7M | 269M | #GuacDance |
| NBA | 12.9M | 246.8M | 2.1B | #RenegadeChallenge |
| The Washington Post | 1M | 32.4M | 224M | #FlipTheSwitchChallenge |
FAQ About Brands That Advertise on TikTok
How do I find brands that advertise on TikTok?
One way to find brands that advertise on TikTok is to use the search function on the app and type in keywords related to your niche or industry. You can also browse the "Discover" page and look for hashtags, trends, or challenges that are sponsored by brands. Another way to find brands that advertise on TikTok is to use third-party tools or websites that provide data and insights on TikTok marketing, such as SocialPeta, Influencer Marketing Hub, or TikTok Ads Library.
How do I measure the success of my TikTok advertising campaign?
The success of your TikTok advertising campaign depends on your goals and objectives, but some of the common metrics that you can use to measure your performance are:
- Reach and impressions. These metrics show how many users saw your ad or content on TikTok.- Engagement. These metrics show how many users interacted with your ad or content on TikTok, such as likes, comments, shares, or saves.- Views and watch time. These metrics show how many users watched your ad or content on TikTok and for how long.- Clicks and conversions. These metrics show how many users clicked on your ad or content on TikTok and performed a desired action, such as visiting your website, downloading your app, or making a purchase.- Cost and ROI. These metrics show how much you spent on your TikTok advertising campaign and how much revenue or profit you generated from it.How do I optimize my TikTok advertising campaign?
Some of the best practices that you can follow to optimize your TikTok advertising campaign are:
- Know your audience. You should research and understand your target audience on TikTok, such as their demographics, interests, behaviors, or preferences. You should also use the targeting options available on TikTok's advertising platform to reach the right users for your campaign.- Create engaging and relevant content. You should create content that is engaging and relevant for your audience on TikTok, such as videos that are short, catchy, and creative. You should also use features such as filters, stickers, music, sound effects, transitions, or captions to enhance your content. You should also follow or create trends or challenges that align with your brand identity and values.- Test and experiment. You should test and experiment with different elements of your TikTok advertising campaign, such as ad formats, content types, hashtags, keywords, audiences, budgets, or schedules. You should also use the analytics tools available on TikTok's advertising platform or third-party tools or websites to track and measure your performance and make data-driven decisions.What are some of the challenges or risks of advertising on TikTok?
Some of the challenges or risks of advertising on TikTok are:
- Competition and saturation. As more brands join TikTok and advertise on the platform, it can become more difficult and expensive to stand out and reach your target audience. You may also face competition from other content creators or influencers who may have more followers or engagement than you.- Lack of control and transparency. As TikTok is a user-generated content platform, you may have less control and transparency over how your ad or content is displayed or distributed on the app. You may also face issues such as inappropriate or negative comments, fake followers or engagement, copyright infringement, or brand safety concerns.- Lack of consistency and longevity. As TikTok is a fast-paced and trend-driven platform, you may have to constantly create new and fresh content to keep up with the changing preferences and expectations of your audience. You may also have to deal with the short lifespan and shelf life of your content on the app.What are some of the benefits or opportunities of advertising on TikTok?
Some of the benefits or opportunities of advertising on TikTok are:
- Huge and engaged audience. As mentioned earlier, TikTokhas a huge and engaged audience that can provide a lot of opportunities for brands to reach and interact with their target customers on the platform.- Video-driven and creative platform. As mentioned earlier, TikTok is a video-driven and creative platform that can provide a lot of opportunities for brands to showcase their products or services, tell stories, educate customers, or entertain them in a short and engaging way.- Viral and democratic platform. As mentioned earlier, TikTok is a viral and democratic platform that can provide a lot of opportunities for brands to go viral and reach millions of users on the app, regardless of their followers or engagement.- Niche and diverse platform. TikTok is a niche and diverse platform that can provide a lot of opportunities for brands to target specific segments or communities on the app, such as Gen Z, millennials, women, LGBTQ+, gamers, fitness enthusiasts, beauty lovers, or pet owners.Conclusion
TikTok is one of the best platforms for brands to advertise on in 2022. It has a huge and engaged audience, a video-driven and creative platform, a viral and democratic platform, and a niche and diverse platform. Brands can advertise on TikTok by using influencer marketing, organic marketing, or paid advertising. Brands can also learn from some of the best examples of brands that advertise on TikTok, such as Vivo, Duolingo, Chipotle, NBA, or The Washington Post.
If you want to learn more about how to create and optimize your TikTok advertising campaign, you can check out some of the resources we have provided below. You can also contact us if you need any help or guidance with your TikTok marketing strategy.
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Thank you for reading and happy TikToking!
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