TikTok Manufacturers Which are Profitable at Advertising and marketing in 2022 Kavasystems


It is getting tough for entrepreneurs to disregard the recognition and affect of TikTok. Manufacturers on TikTok are reaching youthful audiences, rising model consciousness, and going viral — all by leveraging the facility of short-form video.

In fact, it additionally helps that TikTok has over 1 billion lively customers and a implausible engagement charge — far exceeding every other social platform in the present day.

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On this publish, we’ll talk about why it’s best to leverage TikTok advertising in 2022 and the way smaller firms can construct a scalable, enjoyable, and artistic technique on the platform. We’ll additionally cowl eleven manufacturers which have gone viral on TikTok.

Desk of Contents

What’s TikTok Advertising and marketing?

Why Manufacturers Ought to Leverage TikTok Advertising and marketing in 2022

11 TikTok Manufacturers Which are Profitable at Advertising and marketing

TikTok Advertising and marketing Ideas

What’s TikTok Advertising and marketing?

Though TikTok would possibly really feel like a hub of unusual posts, its recognition and video-driven content material present a wide range of distinctive advertising alternatives.

Entrepreneurs can leverage TikTok in three primary areas:

1. Influencer Advertising and marketing

A good way to leverage TikTok is by participating with the influencer group. As a result of influencers have a strong understanding of the platform, they will remodel stiff model messages into enjoyable and artistic movies. This kind of advertising is especially efficient at opening your content material to a brand new viewers and boosting model consciousness.

2. Unique Content material

Though followers of TikTok love authentic content material, you needn’t spend hours developing with the following viral development. Typically, the very best performing TikToks are ones that replicate or recreate a present development. Begin by exploring the app, its traits, and the place your model can be a part of the enjoyable.

3. Paid Advertisements

TikTok advertisements are a comparatively new addition to the platform. Powered by their very own promoting platform, TikTok For Enterprise, manufacturers can run in-feed advertisements or create branded hashtags and video results.

Though most of the first manufacturers to affix TikTok have been giant, well-known firms, it might nonetheless be useful for small companies to have a look at why manufacturers of all sizes are becoming a member of the platform.

Why Manufacturers Ought to Leverage TikTok Advertising and marketing in 2022

Brief-form video is dominating the social media panorama — and TikTok is the main platform for it. It is no shock that greater than half of entrepreneurs (52%) who use TikTok plan to extend their funding in 2022, which is without doubt one of the highest jumps of any platform.

Whereas TikTok is comparatively new in comparison with different social giants like YouTube and Instagram, it is seeing stellar progress year-over-year. The truth is, it was probably the most downloaded app in 2019 and 2020, racking up over three billion downloads to this point. It additionally boasts 1.2 billion month-to-month customers which specialists predict will attain 1.5 billion by the top of 2022.

Moreover, TikTok is probably the most participating of all social media apps with an common person session of 10.85 minutes. Its viral nature additionally deserves a shout out. In contrast to different social platforms, even accounts with a handful of followers can spark thousands and thousands of views on an incredible video.

For those who suppose TikTok is just for the Gen-Z crowd, suppose once more. Whereas over half of Gen-Z customers are on TikTok, it is choosing up steam with different age teams. In 2021, 36% of TikTok customers have been between 35 and 54 years previous, a ten% enhance from the 12 months earlier than.

That mentioned, since TikTok is quirky by nature, manufacturers must get artistic to realize their viewers’s consideration. In different phrases, a easy advert or sponsored influencer endorsement won’t reduce it on this fast-paced app.

Let’s take a look at eleven manufacturers who nail TikTok advertising with artistic content material that pulls consideration.

1. The NBA

In contrast to its Instagram channel, which focuses purely on basketball video games and highlights, the NBA’s TikTok posts present a lighter facet of the group. For instance, they’re going to usually publish movies of gamers figuring out to music, dancing on the courtroom, or answering fan questions.

On this video, Steph Curry of the Golden State Warriors busts a transfer from the sidelines after his teammate scores:

And take a look at this humorous montage of Chris Bosh photo-bombing his teammates (together with LeBron James) all through his profession:

Making your model really feel extra private can have an incredible impact on TikTok. For instance, in case your restaurant’s TikTok account posts humorous movies of waiters dancing, viewers would possibly suppose the restaurant has nice and completely satisfied workers. This would possibly make them need to eat there as a result of they will image themselves having a enjoyable eating expertise.

What we like:

Whilst you would possibly count on the NBA to focus extra critically on stats and video games, it makes use of the app to loosen up the branding and make its athletes look extra relatable. Whereas the movies nonetheless promote basketball, in addition they match with different humorous posts on TikTok feeds.

2. Fenty Magnificence

Some of the standard kinds of content material on TikTok is tutorials. Some manufacturers lend themselves to this greater than others, however an incredible instance is Fenty Magnificence, which makes use of TikTok to indicate make-up tutorials, wear-tests, and product launches.

What we like:

Tutorial-based movies can match a wide range of manufacturers. For instance, a clothes retailer can present the best way to fashion sure items of clothes. A ironmongery shop can present the best way to construct, restore, or paint one thing utilizing its instruments. Even a fitness center can supply an indication on the best way to use completely different gear.

Begin by brainstorming all of the methods somebody may use your services or products. For those who can break a activity into steps that final not more than 60 seconds, it could make for an incredible TikTok video tutorial.

3. Dunkin’

Dunkin’ was one of many first manufacturers to make use of influencer advertising on the platform by partnering with TikTok megastar Charli D’Amelio.

Collectively, they launched new menu objects at Dunkin and collaborated on a number of movies.

After posting content material concerning the partnership, Dunkin noticed a 57% spike in app downloads and a 20% gross sales increase for all chilly brew coffees.

Nevertheless, in case you imagine you might want to associate with a well-known TikToker for it to work, suppose once more.

Relating to influencer advertising, relevance is extra necessary than attain. Somewhat than partnering with an influencer based mostly solely on vainness metrics (similar to follower rely), search for micro-influencers who’ve a distinct segment viewers that aligns with your personal. Analysis exhibits that influencers with lower than 1,000 followers obtain extra engagement than their extra standard counterparts.

What we like:

This instance highlights the facility of influencer advertising on TikTok. By partnering with influencers, Dunkin’ advantages from word-of-mouth advertising whereas constructing social proof.

4. Milk Bar

TikTok movies thrive with music, and Milk Bar is aware of this too properly. The bakery chain does an distinctive job at capitalizing on standard TikTok memes, codecs, and audio.

Here is Milk Bar placing a spin on the “Have you ever ever been in love?” video development:


TikTok makes it simple so as to add music to video clips, which may outcome from having made authorized preparations with main music firms. Possibly that is why it is almost unimaginable to scroll by means of TikTok with out seeing customers dancing or lip-syncing to music.

What we like:

Viewers prefer to see manufacturers becoming a member of in on present traits or placing a novel spin on an present one. When manufacturers take the time to know TikTok and preserve a finger on the heartbeat of the platform, it turns into simpler to affix trending matters, challenges, and memes. And in case you’re unsure the place to begin, take a look at TikTok’s Discovery Web page for inspiration.

5. Chipotle

Since becoming a member of TikTok in 2018, Chipotle has set the usual for a way manufacturers can develop their model presence whereas participating the TikTok group in a enjoyable and genuine means.

Chipotle opts for a extra informal vibe, usually posting dance challenges and fan-made content material, similar to movies of individuals sharing their favourite Chipotle recipes and hacks.

Chipotle additionally showcases behind-the-scenes footage from actual crew members in actual Chipotle kitchens. Take a look at this “vlog fashion” video of a former Chipotle worker revisiting her job and interviewing her coworkers:

What we like:

For those who want a artistic approach to unfold model consciousness shortly, taking a word from Chipotle and sharing personable behind-the-scenes footage could be an incredible experiment. Additionally, lean into your model advocates who could also be prepared to share their experiences on social media.

6. Gymshark

Gymshark is without doubt one of the main health manufacturers on TikTok, reaching 2 million followers in solely six months. Gymshark caters to health fanatics by posting exercise challenges, inspirational well being journeys, and relatable health humor that makes the fitness center really feel much less intimidating.

Here is a kind of relatable health movies:

One of many model’s most notable TikTok campaigns was the 66 Days: Change Your Life problem, which highlights the truth that it takes 66 days to kind a behavior. TikTokers submitted movies of their very own exercise journey in hopes of successful a Gymshark membership.

The marketing campaign was an awesome success, with the hashtag #gymshark66 producing 193 million views.

What we like:

Gymshark leverages the facility of challenges. Challenges are one of many greatest traits on TikTok, and progressive manufacturers are utilizing them to fast-track their progress and join with thousands and thousands of customers on the app. Take into account creating your personal problem or placing a novel spin on an already present one.

7. The Washington Publish

The Washington Publish was certainly one of TikTok’s earliest model adopters. Those that have not seen their movies could be anticipating investigative or critical content material. Surprisingly, the newspaper truly makes use of its account to publish comedic skits concerning the newest breaking information.

These movies slot in completely with the platform as a result of they’re humorous, well timed, and embrace a few of TikTok’s weirdest particular results. Take a look at this skit about Delta Airways’ PR division struggling to jot down a press launch concerning the COVID-19 delta variant:

The Washington Publish shows how manufacturers can succeed on TikTok by speaking on to its particular viewers — younger viewers who need to snigger.

As a result of The Publish has an extended historical past of groundbreaking, award-winning, and mental journalism, this comedic method may also entice younger readers who need to observe the information however used to fret that content material from a newspaper can be too superior or out of contact for them.

What we like:

Regardless of its repute for “critical journalism,” the Washington Publish didn’t shrink back from TikTok. In case your model is in publishing, academia, or related industries, testing out a video technique that exhibits off your lighter facet may very well be an fascinating experiment. It’d make your content material and model really feel much less intimidating and enable you acquire consideration from newer audiences.

8. San Diego Zoo

Everybody loves a cute animal video. The San Diego Zoo’s TikTok account pleasantly takes benefit of this well-known truth.

The zoo’s technique is easy: Publish movies of cute animals with enjoyable music. And with over 2 million followers, it appears to be working. How may anybody not need to observe them after seeing this video of an cute purple panda?

If that cuteness wasn’t sufficient, the zoo has additionally dueted with different animal-friendly accounts, just like the Monterey Aquarium:

What we like:

This can be a nice instance of how two related manufacturers can cross-promote utilizing TikTok options. Due to the zoo’s tagging technique, this video could be seen by followers of the aquarium and the zoo. This fashion, zoo followers would possibly acquire extra curiosity within the aquarium and vice versa.

9. Duolingo

TikTok is understood for its quirky “unhinged” content material, and Duolingo has successfully carved out an area on this panorama.

The model continues to go viral for its humorous, fashionable, and sometimes chaotic movies that includes its mascot, Duo the owl. Duo may be seen dancing to standard audio, including sassy commentary to popular culture information, and leaping on the most recent traits.

Duo’s antics have efficiently humanized the model and epitomizes their witty model voice — which additionally is useful when responding to TikTok feedback.

What we like:

Your model voice shapes each interplay you’ve gotten on-line — from the movies you create to the way you reply to feedback. Duolingo has molded a robust model voice which it makes use of to inform memorable and entertaining tales.

10. Crocs

Whereas the love-hate relationship with crocs could be very actual, it’s all love for the model on TikTok. Its successful technique consists of authentic music, brand-specific hashtags (like #CrocTok), and colourful, entertaining content material.

That mentioned, Crocs actually shines at poking enjoyable of itself and the perceived “ugliness” of their sneakers. They lean into this by posting outfit of the day (OOTD) movies and tutorials on the best way to fashion their sneakers with equipment and an incredible humorousness.

What we like:

Nobody likes a model that takes itself too critically. On the finish of the day, your consumers are folks — not robots with bank cards. Humility and humor are two elements that may humanize your model, reduce by means of the noise, and construct a connection together with your viewers.

11. Planet Cash

Planet Cash is a podcast by the Nationwide Public Radio (NPR) with the tagline — “The financial system defined.”

It is onerous to think about a model protecting such a critical (and sophisticated) subject on a platform that is synonymous with foolish, snackable content material. However Planet Cash manages to infuse instructional movies with an entertaining spin.

From inflation to lease management, no subject is just too difficult for Planet Cash to chip away at in an progressive and humorous means. Do not imagine me? Simply check out this skit explaining how banks make billions from overdraft charges, which begins with a person attempting to purchase a burrito:


What we like:

For those who really feel your model is just too “critical” for TikTok, take a word from Planet Cash and method your model — or your content material — from a unique angle. It’s possible you’ll discover that including a touch of humor is simply what you might want to skyrocket on the platform.

TikTok Advertising and marketing Ideas

Whereas it could be difficult to get your content material to go viral like the larger manufacturers, TikTok may very well be an incredible device for getting in sync with youthful audiences.

For those who suppose TikTok could be a part of your advertising technique quickly or sooner or later, now can be a good time to get forward of your rivals by downloading the app and investigating what related manufacturers or potential audiences are doing there.

For those who’re raring to go on a TikTok technique, listed below are a couple of suggestions and takeaways that we have gained from wanting on the manufacturers which have already carried out properly on the app.

  • Present a unique facet of your organization. The app is a hub for creativity and humor. Embracing a extra private tone or a behind-the-scenes method may make your organization seem extra relatable or reliable to potential clients.
  • Do not be afraid to experiment. In contrast to platforms like Fb and LinkedIn, there aren’t as many norms, greatest practices, or guidelines about what works and what does not. For those who suppose one thing could be fascinating or humorous, attempt it and see if it will get any likes, feedback, or shares.
  • Have interaction together with your viewers. Between challenges, duets, likes, feedback, and shares, there are many methods to have interaction with different TikTok customers — even when you do not know them. Attempt to give you movies, challenges, or duets that purpose to work together with others. As with different platforms, the extra you have interaction with folks, the extra your fan base may develop.
  • Do not shrink back from advertising your merchandise, however ensure you do it in a artistic means. Attempt your hand at tutorials, demonstrations, and how-to content material that showcase the very best elements of your services or products.
  • Faucet into the facility of word-of-mouth advertising with influencers. However do not forget that relevance is extra necessary than attain, so associate with area of interest micro-influencers who share the same viewers.

For manufacturers, becoming a member of TikTok presents a chance to achieve youthful audiences and enhance model consciousness in a extremely playful setting. However succeeding on the platform depends on creating thrilling content material — so put together to place your artistic hat on and experiment with new codecs.

Editor’s word: This publish was initially printed in September 2019 and has been up to date for comprehensiveness.

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