Contrary to popular opinion, TikTok advertising isn’t as simple as it may seem. As the app evolves, marketers need to evolve with it. For most brands on TikTok, this means adopting an authentic marketing approach.
For an app launched in 2016, TikTok has exceeded all expectations. By the end of 2021, it’s expected to surpass one billion active users.
It’s no wonder, then, that so many brands see TikTok as a prime marketing opportunity. With such a rapidly growing user base, reaching out to your target audience has never been easier.
Want some examples? Say no more! Here’s a list of seven brands that are letting their creativity shine on TikTok and what you can learn from them.
With how popular Marvel is these days, it makes sense for them to focus on a wide range of formats. These include comics, TV, film, and animation.
What Marvel does very well is giving insight into its platform. They post interviews, sneak peeks of cover art, behind-the-scenes footage, and so on. By mixing the old with the new, they give all types of Marvel fans something to enjoy.
Marvel also makes it a point to spotlight the talent behind its brand. For example, they often post drawing tutorials narrated by big-name illustrators. The engagement on these posts is always high, so they know what they’re doing.
Read more: How To Go Viral On TikTok?
Back in April, Levi’s launched a “Buy Better, Wear Longer” campaign. The idea is to encourage customers to buy into sustainable fashion.
Unsurprisingly, their TikTok channel was all-in on this strategy. Over the year, they reinforced this message by posting short, snappy content. These videos are both satisfying to watch and prove Levi’s is practicing what it preaches.
The videos tend to focus on helping customers minimize their environmental impact. They share tips on how to clean, upcycle, and care for their jeans.
Some of their most popular videos are simple and effective. For instance, they share surefire methods for removing gum and coffee from denim. They also explain how to customize jeans you’ve been wearing for a while.
Ryanair is a European airline that uses humor to increase engagement. Their viral content has helped them reach one million followers on TikTok.
Their formula is simple and effective. Most of the time, they’ll use footage or images of their plains. Then, they’ll use a filter that superimposes human facial features onto the footage, resulting in a personified mascot.
Oftentimes, they’ll also add some trending audio. Chances are, these sounds will have nothing to do with air travel. When adapted to fit the context, though, the mash-up is absolutely hilarious.
Ryanair’s approach is in sharp contrast with a lot of branded content on TikTok. Instead of trying to stun their followers with editing, they keep things minimalistic. Who knew stock images and footage can be so interesting?
Like most fashion brands on TikTok, Prada goes for quality over quantity. Despite posting very little, their content regularly gets millions of views.
They like using a combination of bright colors and evocative sounds. This helps highlight the tactile qualities of their products in an artistic way. They usually focus on a single outfit or accessory from their seasonal collections.
Prada’s TikTok videos are also known for their dynamic camerawork. Most of them have footage of models from many different angles. This makes it easier for their followers to get a complete view of the garments.
When it comes to food brands on TikTok, Nando’s has the right idea. Namely, they use humor to draw attention to their iconic menu items.
Like Ryanair, they keep things simple when it comes to production. Their videos tend to be close-ups of their dishes or shots of their venues.
Some of their best-performing videos make use of TikTok’s duet feature. This feature allows creators to react to content posted by customers. Oftentimes, they’ll play with the context of the original video to make a funny point.
Nando’s reliance on user-generated content has been a big hit for them. It helped them form a stronger relationship between a brand and customers. This can also serve as a tutorial on how to get a brand deal on TikTok.
Read more: How To Run Paid Advertising On TikTok
Gymshark shares content on many areas of fitness, from weightlifting to yoga. Their formats include words of encouragement, workout tutorials, and viral challenges.
They like repurposing posts from their ambassadors and fitness instructors. That way, they foster conversations about the benefits of an active lifestyle. This encourages their followers to respond with their own fitness videos.
None of this would be effective if Gymshark took itself seriously. Fortunately, most of their TikTok feed consists of relatable takes on fitness journeys. They’ll talk about skipping leg day, keeping up with friends, and so on.
The automotive brand prefers the behind-the-scenes approach. For instance, they often demonstrate how they create their high-performing material.
If you were wondering, the process is more complicated than it may seem. As short as TikTok videos are, they do take a while to make. They often involve seamless transitions, close-ups of the vehicle’s features, and so on.
This type of content is a better fit for TikTok’s audience than traditional marketing. On top of that, BMW’s videos often include some of the biggest stars on the platform, like Younes Zarou or Falco Punch.
Learning From Big Brands on TikTok
Of course, the hardest part of boosting your engagement on TikTok is getting started. The bottom line: all the big brands on TikTok have a clear marketing strategy. If you want to be successful, you should follow their lead. Whether you go with humor, minimalism, quality, or quantity, pick an approach and stick with it!
You can read additional TikTok articles here.