How To Successfully Market using TikTok


TikTok is one of the newest social media platforms and has really taken off in the past couple of years. TikTok was originally released in China in 2016 and was later available worldwide after it merged with the social media platform Musical.ly in 2018. From 2019-2023, TikTok was the most downloaded app and has been one of the fastest-growing social media platforms globally. With TikTok growing in popularity, it is important to implement successful marketing strategies in order to take full advantage of the platform. Here are three examples of companies who successfully marketed their brands on TikTok.

The first company who has implemented a successful marketing campaign on TikTok was McDonald's. McDonald's collaborated with notable hip-hop stars, including Travis Scott and Saweetie, to launch the National Menu Hacks campaign. McDonald's added personalized menu customization beyond these celebrity endorsements to tap into the cultural truth that everyone can make their meals their own. McDonald's partnered with these influencers to entertain and educate fans on the concept to not only showcase how the program worked but also to inspire audiences to try it themselves.

The next company who has found success in marketing on TikTok is SweeTARTS. They aimed to leverage the power of storytelling to build an authentic connection with its Gen Z audience and provide a platform to fuel their self-expression. To do this, they came up with the idea of a SweeTARTS Film Fest on TikTok. This festival aimed to celebrate individuality and support creativity by inviting users to participate in four distinct film categories. These categories were "Best Expression of Be Both," "Best Storytime," "Best Use of Video Tools," and "Best Colorful Creation." SweeTARTS leveraged the power of TikTok's ad solutions to boost submissions and reach a wider audience. They also held a live ceremony on TikTok where six winners were recognized.

The last example of a company who successfully marketed on TikTok was Netflix. One of Netflix's most popular series, Money Heist, was returning for its very last season, so they launched a TikTok campaign to create buzz and increase awareness. To do this, Netflix created a song with lyrics inspired by each character in the series, starring the Brazilian rapper Emicida. Netflix encouraged TikTok users to duet with Emicida through a Branded Hashtag Challenge. Netflix further customized the challenge with a Branded Effect, a filter that connected the lyrics and put a famous mask of Salvador Dali on the users. Netflix promoted the hashtag challenge with various ads, which led to nearly 500,000 users creating content with the hashtags and 1.1 billion views.

Comments

  1. Zach-BowersNovember 14, 2024 at 10:15 AM

    I remember when the Travis Scott meal at McDonald's was first being promoted on TikTok. It feels like it was only yesterday that TikTok was the new craze that everyone was downloading! It is insane to think some videos garnered over a billion views since then.

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