Over the past two years, the one social media platform that has grown exponentially in popularity and retention is TikTok. In 2019 alone the app garnered 739 million downloads and shot to #7 on the world’s most downloaded apps of the 2010s. Currently, Tiktok has approximately 500 million active monthly users and social media fans everywhere are looking at this app for viral success.
What is TikTok? What makes it so enticing for Generation Z and Millennials? And what will this new rising app bring forth from social media marketing?
There are many explanations for why Tik Tok has become so infectiously popular, from their short form, sharable clips to replicable trends with customized audio. Tiktok has become an endless bound for creativity, with an advanced algorithm that can make everyday people trending stars. And, with everyone being quarantined for the past six weeks, we’ve seen an even bigger surge in TikTok usage, and all sorts of new trends emerge — from #QuarantineHouse to the #BlanketChallenge. Now, small businesses and larger brands are trying to sink their teeth into this goldmine of content.
TRENDS
With the trending page on Tik Tok, there are numerous opportunities and trends to follow daily. This gives businesses and brands the opportunity to hop on trends and twist them in a way that promotes their image.
One trend that was popular in late 2019 was replicating Adele performing passionately to a large audience using everyday household objects. Brands like Haribo and Chipotle were able to jump on this trend and go viral.
@davidkasprakover 200 Haribos singing 😁 ##haribochallenge ##haribo ##adele ##concert♬ #Me at the concert – #someonelikeyou
@chipotleThe internet is wild ##oneyearoftiktok♬ #Me at the concert – #someonelikeyou
Another approach to trends is to create new ones unique to the brand and get TikTok influencers to promote it so thousands of people replicate it.
To use Chipotle as another example, they enlisted popular social media star and Youtuber David Dobrik to kickstart the lid flip challenge, which went viral.
@daviddobrik##ChipotleLidFlip @chipotle ##ad♬ Flip – Future
TIK TOK SONGS AND AUDIO
Since TikTok is a descendant of the lip-synching app Musicall.y, dancing and specific dance moves assigned to trending songs are widely popular.
Athleisure brand GymShark is an example of using trending songs to accompany a video, mixing exercise and music. The first video uses the song Weak by AJR and they make great use of the bass drop. By jumping on this trending song and using it in their own creative way, GymShark got their athleisure seen by 2.3 million people.
@gymsharkFlyin’ through the week like… 🎉 @ginascarangella_ ##gymshark ##foryou ##calisthenics♬ Weak – AJR
Gymshark also mixed the song Toes by Da Baby, which has become incredibly popular in the background of Tik Tok, with relatable gym fails. This single (hilarious) video gained them more than 23,000 likes.
@gymsharkGym fails 😂 Comment which one is you @martirenti ##gymshark ##gymshark66 ##gymfails♬ TOES – DaBaby
BRAND FRIENDLY AUDIO + DANCES!
A new approach to gaining a large audience on Tiktok is through creating songs that represent the brand. Beauty companies Bliss and Elf are only two examples of how brand integration on social media is taking a new direction, one with dance moves and upbeat songs.
Bliss again went the influencer route and enlisted TikTok stars YodelingHaley and Mariah Amato to promote the Bright Idea skincare line with a pop song of the same name and set choreography.
@yodelinghaleyit’s a Bright Idea to learn this choreo ASAP 🍊 @bliss ##thisisbliss ##ad dc: @mariah_amato♬ Bright Idea – Bliss
@mariah_amatoBreaking down the @bliss dance. Learn it, and tag me in your videos! ##ThisIsBliss ##ad♬ Bright Idea – Bliss
Elf cosmetic’s approach to using popular TikTok audios goes above and beyond. They commissioned the song ‘eyes lip face’ by producer ill Wayno and Holla FyeSixWun, an up and coming female rapper. The song was successful as it was short, catchy and could leave open opportunities to creative interpretation. Elf then went to some of the most popular TikTok stars and makeup gurus and the eyeslipsface challenge began. This so far has been the most successful integration of brand marketing on Tiktok as over 1.7 million TikTokers have used this song in their videos.
@brittany_broskithis is me every time I beat my face lol ##eyeslipsface @elfcosmetics ##ad♬ Eyes. Lips. Face. – Ill Wayno & Holla FyeSixWun
@jamescharleseyes lips face… **waist 😇 ##makeup ##fyp ##transformation♬ Eyes. Lips. Face. – Ill Wayno & Holla FyeSixWun
SHOWCASING A NEW SIDE OF THE BRAND AND STAFF
Another approach to utilizing TikTok in social media marketing is showing a genuine side to the company. By allowing employees to create Tiktoks in the office and on topics pertaining to the business, it creates a stronger follower loyalty and connects users with those who post.
The Washington Post is a prime example of this. They essentially hired someone to exclusively make TikToks, and so far it is paying off immensely. Dave Jorgenson is the viral mastermind behind this page and knows not to take life too seriously. Jorgenson is already creating a brand and lore for the social media page. Almost as a separate entity for making content, less about the content of the work they do and more on the people who work there themselves. This is a brilliant idea by a more traditional media company to adapt to new media and to attract next-gen audiences.
This spin on the hit Netflix show Love is Blind is a hilarious way to use popular references to make content relevant to users as it is posted.
@washingtonpostWe really love our readers ##newspaper ##paywall♬ original sound – washingtonpost
This WaPo Tok riffs off of The Voice, a widely recognizable show to convey a common emotion felt by WaPo journalists. A way for the public to see into the brains of WaPo journalists that is relatable and fun.
@washingtonpostYou got this, Drew ##newspaper♬ Taking Chances – Céline Dion
During this period of social distancing, TikTok has gained an insane amount of popularity. Learning new dances, DIY projects, lighthearted/relatable clips, has been a great way to kill time and provide a positive distraction to all of the negatives around us.
Additionally, it has also given birth to new trends on the app. Quarantine House, the Blanket Challenge, and Tie Dye DIY’s have been a few of the big ones. Once we have flattened the curve and begin adjusting back to “normal” life, this platform will be reigning supreme and be a great place to market if you are targeting Gen Z. If you are able too, start your channel during this time and start building a following!
This way, you can hope on current trends and show your audience the fun side of your products or business.
@mettermediaWe love our MM fam ❤️ ##quarantinehouse ##fullhouse ##fullhousechallenge ##fyp ##foryoupage ##hypehousequarantine ##fullhousethemesong
Metter Media LLC is a Boston-based social media management company that implements community-based, localized social engagement strategies for small businesses and corporations alike. Follow us on TikTok here.
