Marketing

What is TikTok Marketing? 

It’s no secret that TikTok has taken the world by storm. With billions of users on the app, marketers realise its potential and are tapping into trends to promote their products. The influence TikTok has over the social media landscape is impressive. It has forced other platforms to follow in its footsteps, with others like Instagram and Facebook adapting to the ever-growing preference for short-form video on their platforms. 

Let’s take a closer look into the brands that are killing the marketing game on TikTok and why they’ve managed to be so successful. 

Viral Brands On TikTok

Duolingo

Duolingo has become one of the app’s most well-known brands, with a total of 4.6 million followers. The brand is known for its trendy, humorous and crazy videos featuring its Duo the Owl mascot. The social media genius behind this mascot and account is Zaria Parvez, a Gen Z social media manager who brought fresh and fun ideas to the brand, bringing its account to life. 

Duo the Owl often participates in trending sounds and comments on pop culture news. The brand has successfully humanised itself and allowed itself to be more relatable to its audience. By maintaining their brand voice across the entire account, they successfully connect with the Gen Z audience on the app, resulting in massive success.

Ryanair

Ryanair is an airline company that offers cheap flights to customers around Europe. The brand has gone viral numerous times and accumulated 1.7 million followers. The brand went viral with its green screen videos tapping into trending sounds and pop culture references. These videos were so well received and liked by users on the app that most of the time, you couldn’t tell if you were watching an ad or a regular video on your For You page. 

Ryanair has done a great job of working a fun personality into their brand and putting their airline back into the market, with more people than ever recognising their brand and wanting to travel with them.

@ryanair Admin is wildly knowledgeable about planes! #ryanair #airline #nickiminaj #barb #airplane ♬ What? Am I? - akil elijah

We’re Not Really Strangers 

We’re Not Really Strangers is no ordinary card game. Instead, it is carefully crafted to allow you to deepen your existing relationships and make new ones. The business has gained 4.2 million followers through its meaningful and wholesome content designed to get strangers and friends to deepen their connections with each other. Their TikToks often feature their team venturing out to place motivational messages, meet new people and promote their products. 

We’re Not Really Strangers’ inspiring and easily shareable content has skyrocketed their follower count and allowed many videos to go viral on the app. 

Fenty Beauty 

Fenty Beauty, created by Rihanna, has also hopped onto the TikTok trend, with the company gaining 1.3 million followers on the app. On TikTok, tutorial videos are one of the most popular forms of content. Therefore, Fenty’s account consists mainly of makeup tutorials showcasing how to use their products and other videos showcasing new launches. 

Participating in trending sounds and filters also helped the brand’s success. Showing their customers exactly how to use their products and how they look on real people gives the brand more credibility and authenticity. 

@fentybeauty Pick ya #POUTSICLE player: 🍊ZESTY BESTIE, 🍓STRAWBERRY SANGRIA, 🍍MAI TYPE, or 🍇BERRY BANGER — Or cop ‘em all if ya feelin extra juicyyyy😏💦 #lipstain ♬ Redemption - FigoBeatz

Crocs 

You either love them or hate them, but you can’t deny that Crocs is smashing the TikTok game! With over 533K followers, it’s safe to say Crocs is becoming a very popular account on the app. The brand has gained popularity due to its fun, colourful, trendy content. Plus, they’ve even coined their brand-specific hashtag, #CrocTok. 

They often make fun of the perceived ‘ugliness’ of their shoes and post outfit ideas with their shoes to show users how to wear them. Participating in outfit trends and viral audio creates a killer combination to boost Croc’s success on TikTok.

Final Thoughts

Overall, it is clear to see the effect TikTok has had over marketing in 2022. With more brands creating accounts and joining in on trends, customers see a different side to your business and relate to you more. As a result, utilising the power of TikTok is becoming an essential part of any business that you should incorporate into your marketing plan. 

Want to learn more about TikTok or digital marketing in general? Contact us today to have a chat!

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