Who is on TikTok? 4 Companies that are Killing it
As you probably know already, TikTok is the video-based app that has quickly risen to popularity amongst Gen Z audiences. We talk about it a lot here at Scout Social, and, no, it’s not just because we love showing each other the funny videos on the “For You” page.
Due to the exponential growth of the platform’s audience, TikTok is now a solid base to support brands that want to reach Gen Z. Don’t believe us? We can prove it.
Making it Big on TikTok
Currently, there are several brands that are making it big on TikTok via strategized campaigns that utilize native media. The hearts of these campaigns are influencers, sounds, and hashtag challenges. Instead of telling you what this looks like, we’ll show you.
Yes, Chipotle, the fast-casual burrito chain. They have seen an abundance of success in reaching Gen Z through their TikTok campaigns. One way that they achieved this is through the #lidflip challenge.
As you can see above, the purpose of this challenge is for users to flex their skills. The goal is to put the lid on their burrito bowl after dropping the bowl on top of the lid. This takes some serious skill, so Chipotle’s audiences were pretty eager to share their own attempts at the challenge.
Additionally, Chipotle shattered previous records of TikTok success with their #guacdance challenge campaign. The campaign’s purpose, centered around National Avocado Day, was to increase the number of sales in their stores across the US on July 31, 2019.
The idea was simple — on TikTok, Chipotle asked their audience to post a video of themselves dancing to the sound and to use #guacdance as well as the sound associated with the challenge. People who participated received free guacamole with their purchase at Chipotle that day.
You may be wondering why Chipotle would want to give away free guac to people who posted a TikTok. Afterall, guac does cost extra.
According to an article by Cision, Chipotle used 7,500 more cases of avocados than expected in order to meet the demand of guacamole in response to their campaign. Meaning, they served thousands of more customers than they had planned to on National Avocado Day. Avocados really lived up to their superfood status that day.
Even apparel brands can create successful TikTok campaigns. GUESS is a designer label that specializes in denim pieces. For the past several decades, GUESS has been focused on reaching young audiences that want a sexy and adventurous lifestyle. Therefore, it makes sense that the brand would want to reach the youngest demographic with the fastest-growing buying power — Gen Z.
In order to reach Gen Z, GUESS employed a campaign on Tiktok in September 2018 called #inmydenim challenge. The videos in this campaign centered around young men and women in baggy, unfashionable clothing, and by the end of the video, they’re stuntin’ on their haters in their chic GUESS outfits.
Plus, this campaign was stitched together with the help of popular content creators such as @ourfire and @madison_willow. Having influencers with a large follower base of Gen Z was a pivotal decision, as it significantly aided in GUESS’s reach and frequency of the campaign.
This hashtag campaign has pocketed over 40.8M views to date. Clearly, they’ve reached their target audience and have fostered an engaging relationship with the ever-important consumer base.
Aside from providing digital coverage of major sporting events in the United States, ESPN creates some pretty funny content on TikTok. They have 2.9M followers on the app, so it’s safe to say that more people are laughing at their videos than just the Scout Social team.
Clearly, ESPN has a strong network of celebrity influencers to work with. Athletes make for great influencers, and they have a lot of impact on a brand’s reputation. Luckily, Chris Bosh is just as good at making people laugh as he is at playing basketball.
A compilation of Bosh’s photobombs paired with the song “Lalala” is a match made in Social Media Heaven. The song is one that Gen Z is listening to today, and Bosh is a famous athlete that many members of this generation look up to. That explains the video’s 631k likes.
Naturally, there are outliers that exist in any scenario. In this case, it’s Crocs — the shoe that we all love to hate. The brand saw an increase in sales after the viral #unpocoloco challenge that involved putting a Crocs shoe on your pet’s head.
Honestly, Crocs was really lucky in this situation. Sometimes the TikTok success finds you. Don’t rely too heavily on that, though. Unless your brand makes porous rubber shoes that make for good dog hats.
Key to Success on TikTok
Obviously, each of these examples come from pretty different brands. What’s their common key to success? Their target audience.
Each of these brands share the goal of reaching Gen Z with their messaging. Because TikTok is a platform that fosters creativity and inclusivity, any brand can feel comfortable using it. Therefore, any brand that wants to reach Gen Z should be using TikTok.
Know the Difference
Before you and your team start choreographing your new video, make sure you know the difference that sets branded content apart from paid advertisements on TikTok. Paid advertisements placed through the channels ad platform are clearly identifiable, and as humans, we are trained to scroll past them as quickly as our thumbs allow. This is what you want to avoid.
However, branded content made and shared through native media and organic placement is much more effective. Users see it in their various feeds and they aren’t so quick to scroll past. This means that your brand’s content is being liked, shared, and sometimes recreated by your target audience. Consequently, your key messaging isn’t blatantly ignored.
Here to Help
Have we convinced you that TikTok is the new frontier for your brand? If so, we are here to help. Our team at Scout Social is well versed in TikTok and many other social media platforms, and we have our own native media network that we can use to share your content. Contact us today so we can help your brand get in touch with Gen Z.