Short videos have become one of the biggest trends in Digital Marketing today, causing content creators and brands to bet on the popularity and influence of this new format.
TikTok, the main short video social network, has reached the mark of more than one billion monthly active users, who dedicate an average of + 25 hours per day on the app. The growth is so great that it worries competitors like Instagram and Google.
With impressive data, marketers have faced a huge challenge: create content that engages with consumer audiencesas only 9% considered TikTok a more engaged social platform, according to the State of Marketing Report 2022, published by Hubspot, Rock Content, Litmus and Wistia.
The same report (which you can download for free) shows that short-form video content like TikTok and Instagram Reels are the most effective type of social media content and have the highest ROI compared to any other format.
So, to help you get better results in this social status, we list 7 brands that have great marketing on TikTok and also explain the content strategy behind them. Let’s get to the topic!
7 brands that are successfully using TikTok
Netflix has more than 26 million followers on TikTok and a legion of fans who engage and promote content. Many of the videos are cut from the streaming content itself to promote premieresas well as behind-the-scenes content and exclusive interviews with the actors, always in a very light and fun way.
This makes the audience feel special by having access to unique content on the platform. In addition, the Netflix profile has been freed for quick games with the public and entertaining series to increase engagement and organic content.
The NBA is a great example of a brand that has listened to the TikTok audience and differentiated its strategy on this social network. The Professional Basketball League uses the TikTok profile to present a more playful side of the company, both behind the scenes and to entertain players, providing fans with short-form content that quickly engages them.
Chipotle is commonly registered by marketers when it comes to content on TikTok. Not surprisingly, the brand was the first major restaurant chain with an official TikTok account in 2019, using a strong strategy with videos, memes, and fun content, and making the brand relevant to a younger audience.
The brand also encourages fans to take part in challenges, such as #GuacDance, which generated more than 250,000 video submissions in just six days. This led to Chipotle having sold more than 800,000 guacamoles on National Guacamole Day.
Ryanair is an airline that offers many flights in Europe. It may seem that a company in this sector does not have much to show its audience, but even so, Ryanair shows that, Regardless of the segment, the company can build creative content and basic costs that engage with audiences..
The brand takes TikTok trends and humor seriously, making its planes the stars of videos and creating light and fun content.
Fenty Beauty bets on one of the most popular and effective types of content in the beauty segment: tutorials. The brand invites you to makeup tutorialsproduct reviews, usage tests and brand launches.
In addition, Fenty hit the nail on the head by betting on other types of well-known content that generate a lot of engagement for brands, which are the “collaboration houses”, where content creators coexist to further expand their careers in social networks and Promote the brand organically.
Crocs is known on TikTok for its original, colorful and fun content, with brand-specific hashtags (like #CrockTok) and even jokes about the distinctive aesthetic of its shoes. Once again we can see the content strategy of tutorials and looks for brands in the fashion sector on TikTok.
The brand’s TikTok account is also used to showcase new products and launch challenges, as was the case with #ThousandDollarCrocs, where users were encouraged to “rate” their crocodiles as strongly as possible, raising more than 3,000 million video views in this campaign.
7. Gym Shark
Gymshark is also a brand that denies the importance of challenges on TikTok to avoid many followers. The brand is one of the leading fitness brands on social media, with over 3 million followers.
One of the brand’s most iconic campaigns was the “66 Days: Change Your Life” challenge, which had its followers submitting to videos of their own workout routine to win a Gymshark subscription. This generated over 193 million views using the hashtag #gymshark66.
Likewise, invite in humorous videos that tell the story of the shows in the gyms, generate an identification of these guides with the contents.
Inform and entertain the public.
Businesses use TikTok to educate, inform, inspire and maintain orientation. As a result, marketers must increasingly invest in this platform and adapt their content strategy for this social network.
The brands listed in this article have a lot in common on how to create viral content and a qualified audience on TikTok.
Some of the initiatives are investing in memes, creative and fun content, company backstage, tutorials, challenges and using hashtags that differentiate your content from the competition and generate connection with your audience.
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