What You Need to Know About Working at Chipotle

According to HubSpot'southward social media team, the video-based social app TikTok has serious growth and engagement potential for brands.

The platform, which allows users to make brusk, looping videos with special effects and musical overlays, is booming with more than one billion users.

While Gen-Z uses the platform to show their artistic side, some brands on TikTok use the platform to build brand awareness, engage younger audiences, and reveal a lighter side of themselves through funny videos and challenges that drive social media trends across other platforms.

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In this postal service, we'll talk over why you should leverage TikTok marketing in 2022 and how smaller companies can build a scalable, fun, and creative strategy on the platform. We'll too encompass eight brands that have gone viral on TikTok.

What is TikTok Marketing?

Although TikTok might feel like a hub of foreign posts, its popularity and video-driven content provide a diversity of unique marketing opportunities.

Marketers tin leverage TikTok in three main areas:

1. Influencer Marketing

A cracking way to leverage TikTok is by engaging with the influencer community. Because influencers have a solid agreement of the platform, they tin transform strong make messages into fun and creative videos. This type of marketing is specially effective at opening your content to a new audience and boosting make sensation.

ii. Original Content

Although fans of TikTok beloved original content, you lot don't demand to spend hours coming upwardly with the next viral trend. Frequently, the best performing TikToks are ones that replicate or recreate a current trend. Start past exploring the app, its trends, and where your brand can join the fun.

3. Paid Ads

TikTok ads are a relatively new addition to the platform. Powered by their ain advertising platform, TikTok For Business, brands can run in-feed ads or create branded hashtags and video effects.

Although many of the starting time brands to join TikTok were large, well-known companies, it can notwithstanding be helpful for small businesses to await at why brands of all sizes are joining the platform.

Why Brands Should Leverage TikTok Marketing in 2022

TikTok has seen a growth spurt over the past few years. The app has over 1 billion users and overtook Facebook equally the most downloaded app of 2020.

With its stellar growth, there's a large audition ready to be wooed by innovative and fast-thinking brands.

TikTok's playing field is also fairly level when information technology comes to achieving viral status on the app. Unlike other social platforms similar Instagram and Facebook, even accounts with a scattering of followers can spark millions of views on a great video.

Since TikTok is quirky by nature, brands demand to exist creative to truly gain their audition'due south attention. A uncomplicated advertisement or sponsored influencer endorsement might not cut it on this fast-paced app.

Permit'southward look at viii brands who nail TikTok marketing with creative content that draws attention.

8 TikTok Marketing Examples

NBA
Fenty Beauty
Dunkin'
Milk Bar
Chipotle
Gymshark
The Washington Mail
San Diego Zoo

1. NBA

Different its Instagram channel, which focuses purely on basketball game games and highlights, the NBA's TikTok posts prove a lighter side of the organization. For instance, they'll oft post videos of players working out to music, dancing on the court, or answering fan questions.

In this video, Steph Back-scratch of the Golden Country Warriors busts a move from the sidelines subsequently his teammate scores:

And check out this funny montage of Chris Bosh photo-bombing his teammates (including LeBron James) throughout his career:

While yous might wait the NBA to focus more seriously on stats and games, it uses the app to lighten upwards the branding and make its athletes wait more relatable. While the videos nonetheless promote basketball, they as well fit with other funny posts on TikTok feeds.

In other concern settings, making your brand feel more personal can take the same effect. For case, if your restaurant's TikTok account posts funny videos of waiters dancing, viewers might recall the restaurant has pleasant and happy staff. This might make them want to eat there considering they tin can picture themselves having a fun dining experience.

2. Fenty Beauty

One of the most popular types of content on TikTok is tutorials. Some brands lend themselves to this more than others, but a great example is Fenty Beauty, which uses TikTok to evidence makeup tutorials, wear-tests, and product launches.

Tutorial-based videos tin can fit a variety of brands. For example, a clothing store can prove how to mode certain pieces of clothing. A hardware store tin show how to build, restore, or pigment something using its tools. Even a gym can offer a demonstration on how to employ different equipment.

First by brainstorming all the ways someone could utilise your products or services. If yous can break a job into steps that last no more 60 seconds, it may make for a smashing TikTok video tutorial.

3. Dunkin'

Dunkin' was ane of the kickoff brands to employ influencer marketing on the platform by partnering with TikTok megastar Charli D'Amelio.

Together, they launched new bill of fare items at Dunkin and collaborated on several videos.

Subsequently posting content nigh the partnership, Dunkin saw a 57% spike in app downloads and a 20% sales heave for all cold brew coffees.

Influencer marketing is powerful because it taps into word-of-rima oris marketing and social proof. Only if yous believe you need to partner with a famous TikToker for information technology to work, recall again.

When information technology comes to influencer marketing, relevance is more important than reach. Rather than partnering with an influencer based solely on vanity metrics (such every bit follower count), wait for micro-influencers who have a niche audience that aligns with your own. Research shows that influencers with less than 1,000 followers receive more than engagement than their more than pop counterparts.

4. Milk Bar

TikTok videos thrive with music, and Milk Bar knows this besides well. The bakery chain does an exceptional job at capitalizing on popular TikTok memes, formats, and audio.

Hither'south Milk Bar putting a spin on the "Have yous ever been in love?" video trend:

Check out another funny video that uses the popular "Oh Lord" audio clip:

TikTok makes it like shooting fish in a barrel to add together music to video clips, which could outcome from having made legal arrangements with major music companies. Maybe this is why it'south well-nigh impossible to scroll through TikTok without seeing users dancing or lip-syncing to music.

Viewers like to encounter brands joining in on current trends or putting a unique spin on an existing one. When brands take the time to empathize TikTok and keep a finger on the pulse of the platform, it becomes easier to join trending topics, challenges, and memes. And if you lot're not sure where to get-go, cheque out TikTok'due south Discovery Page for inspiration.

5. Chipotle

Since joining TikTok in 2018, Chipotle has set up the standard for how brands can grow their make presence while engaging the TikTok community in a fun and authentic fashion.

Chipotle opts for a more casual vibe, oft posting dance challenges and fan-made content, such as videos of people sharing their favorite Chipotle recipes and hacks. Here's an example of a Chipotle "menu hack" for spicy queso, which has over 300,000 likes:

Chipotle also showcases behind-the-scenes footage from real crew members in real Chipotle kitchens. Bank check out this "vlog way" video of a former Chipotle employee revisiting her task and interviewing her coworkers:

If you demand a creative fashion to spread brand awareness quickly, taking a note from Chipotle and sharing personable backside-the-scenes footage might be a great experiment. As well, lean into your make advocates who may exist willing to share their experiences on social media.

six. Gymshark

Gymshark is ane of the leading fettle brands on TikTok, reaching 2 meg followers in only six months. Gymshark caters to fitness fanatics past posting workout challenges, inspirational health journeys, and relatable fitness humour that makes the gym feel less intimidating.

Here's one of those relatable fettle videos:

One of the brand's virtually notable TikTok campaigns was the 66 Days: Modify Your Life claiming, which highlights the fact that it takes 66 days to form a addiction. TikTokers submitted videos of their own workout journey in hopes of winning a Gymshark membership.

The campaign was an overwhelming success, with the hashtag #gymshark66 generating 193 million views.

Challenges are 1 of the biggest trends on TikTok, and innovative brands are using them to fast-rails their growth and connect with millions of users on the app. Consider creating your ain challenge or putting a unique spin on an already existing one.

7. The Washington Post

The Washington Mail was ane of TikTok'south earliest brand adopters. Those who haven't seen their videos might be anticipating investigative or serious content. Surprisingly, the newspaper actually uses its account to post comedic skits about the latest breaking news.

These videos fit in perfectly with the platform considering they're funny, timely, and embrace some of TikTok'southward weirdest special effects. Check out this skit about Delta Airlines' PR department struggling to write a press release well-nigh the COVID-19 delta variant:

The Washington Postal service displays how brands tin succeed on TikTok by talking directly to its specific audience — young viewers who want to laugh.

Considering The Post has a long history of groundbreaking, award-winning, and intellectual journalism, this comedic approach might also concenter young readers who desire to follow the news but used to worry that content from a paper would be also advanced or out of bear on for them.

If your brand is in publishing, academia, or similar industries, testing out a video strategy that shows off your lighter side could be an interesting experiment. It might brand your content and brand feel less intimidating and help y'all proceeds attention from newer audiences.

8. San Diego Zoo

Everyone loves a cute animal video. The San Diego Zoo's TikTok account pleasantly takes reward of this well-known fact.

The zoo'south strategy is uncomplicated: Post videos of cute animals with fun music. And with over 2 million fans, it seems to be working. How could anyone non want to follow them after seeing this video of an adorable carmine panda?

If that cuteness wasn't enough, the zoo has too dueted with other animal-friendly accounts, like the Monterey Aquarium:

Non only is this highly-seasoned to penguin lovers, but it'due south also a great example of how ii like brands tin can cross-promote using TikTok features. Considering of the zoo's tagging strategy, this video might exist seen by fans of the aquarium and the zoo. This way, zoo followers might gain more interest in the aquarium and vice versa.

TikTok Marketing Tips

While it might be challenging to get your content to become viral like the bigger brands, TikTok could be a keen tool for getting in sync with younger audiences.

If you lot retrieve TikTok might be part of your marketing strategy soon or in the future, at present would be a bully time to go ahead of your competitors by downloading the app and investigating what similar brands or potential audiences are doing in that location.

If you're raring to continue a TikTok strategy, hither are a few tips and takeaways that nosotros've gained from looking at the brands that have already done well on the app.

Show a unlike side of your company. The app is a hub for inventiveness and humor. Embracing a more personal tone or a behind-the-scenes approach could make your company appear more relatable or trustworthy to potential customers.
Don't be agape to experiment. Unlike platforms like Facebook and LinkedIn, in that location aren't equally many norms, best practices, or rules about what works and what doesn't. If you remember something might be interesting or funny, endeavour it and come across if it gets any likes, comments, or shares.
Engage with your audience. Between challenges, duets, likes, comments, and shares, in that location are plenty of ways to appoint with other TikTok users — fifty-fifty if yous don't know them. Try to come up with videos, challenges, or duets that aim to collaborate with others. As with other platforms, the more you engage with people, the more your fan base could abound.
Don't shy away from marketing your products, simply make sure you lot practise it in a creative way. Attempt your hand at tutorials, demonstrations, and how-to content that showcase the best parts of your products or services.
Tap into the power of word-of-mouth marketing with influencers. Just remember that relevance is more than of import than reach, so partner with niche micro-influencers who share a similar audience.

It's getting difficult for marketers to ignore the popularity and influence of TikTok. Joining the platform offers an opportunity to reach younger audiences and increase brand awareness in a highly playful environment. Simply succeeding on TikTok relies on creating exciting content — so set to put your creative hat on and experiment with new formats.

Editor's note: This postal service was originally published in September 2019 and has been updated for comprehensiveness.

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