Written by: Samantha Vlasceanu, Executive Contributor
Executive Contributors at Brainz Magazine are handpicked and invited to contribute because of their knowledge and valuable insight within their area of expertise.
In case you haven't noticed, TikTok is blowing up. The app, which was once known as a place for silly videos of people doing goofy things, has now become a major marketing platform. Major brands are starting to take notice, and are seeing some serious success with their TikTok campaigns. I believe that we learn best when we see examples, so let's take a look at three brands that are crushing it on TikTok and see what we can learn from them.
Duolingo
If I had told you a couple of years ago that one of the most successful brands on TikTok was an app that wanted to help you learn Spanish, you would not have believed it. Yet, that's what happened!
With over 4 million followers, Duolingo is one of the most popular brands on TikTok. And their content strategy is pretty simple: entertain their audience.
Whether Duo, their sassy owl mascot, is crying to a Taylor Swift song or twerking on a desk, Duolingo's strategy has been to create entertaining videos instead of selling and it's worked. Their internal data has shown that more and more people are discovering and downloading the app because of TikTok!
Another big part of their strategy has been community engagement. "Duo" regularly hops on to comment on the brand's videos, sass Mcdonald's about their constantly broken ice cream machines or hassle someone about not doing their Duolingo lesson.
Lessons for us
If it works with your brand, don't be afraid to be a little silly or unhinged. Duolingo hasn't shied away from creating a personality and trying new things. Be fearless with your videos and see where it takes you!
As well, don't think that your brand won't be right for TikTok. A language app seems about as dry as you can get, but this brand has found a way to make it work.
Finally, community engagement is key! If you're able to get your audience talking and interacting with you on TikTok, you're well on your way to success.
Bark Box
Bark Box is a masterclass on how to get your audience's attention. It's a subscription box for dog toys and had some videos making fun of squirrels. Well, cue to the next video where we see Bark Boxes up in flames with large text talking about how Bark Box sucks.
This got people's attention, with comments asking, "Hey Bark Box, are you okay?"
A follow-up video was posted that squirrels had taken over the account and were seeking their revenge. It was cute, silly and ridiculous ‒ so obviously entertaining. However, it was more than that.
It showed that you could stretch a storyline in your videos over more than one video. This is why TV seasons have a cliffhanger, to keep their audience waiting in anticipation.
Lessons for us
Don't be afraid to get a little weird with your content. If it's entertaining and engaging, people will stick around to see what you do next.
As well, think about how you can stretch your content over multiple videos. Can you tell a story that unfolds over time? This is a great way to keep people coming back for more.
Amazon
Amazon leans into a completely different strategy with their content: user-generated content and influencers. User-generated content is exactly what it sounds like ‒ videos created by users, not the brand.
Amazon didn't need to build awareness ‒ they are already one of the biggest companies in the world.
Instead, they wanted to show off all the different and creative ways their products can be used.
Amazon has found that its audience responds well to this type of content, and so they've leaned into it. They've also worked with major TikTok influencers to create branded content.
Some examples of this are when @addisonre posts a video of her unboxing an Amazon package or when @lizakoshy does a skit involving Amazon Prime.
Lessons for us
Think about what type of content your audience will respond to and lean into that. If user-generated content is something that they'll like, find a way to encourage them to create it and post it with a branded hashtag to build more buzz.
Using TikTok For Your Business
TikTok is a powerful tool that can help you reach a new audience and build awareness for your brand.
Don't be afraid to try new things, get a little weird or tell a story. Find what works for your brand and lean into it. With TikTok's algorithm, the more engagement your videos get, the more people will see them.
Finally, community engagement is key. If you can get your audience talking and interacting with you on TikTok, you're well on your way to success.
Looking to get started on TikTok? Come join our TikTok for Business Workshop on July 20, where I will teach you how to start building your brand and community on TikTok.
CONTACT: To learn more about Samantha Vlasceaunu, The TikTok Coach sessions, or to arrange an interview for a story, please contact us.
Email Address: samantha@thetiktokcoach.ca
Follow Samantha on her Facebook, Instagram, Linkedin, Tiktok, and visit her website for more info.
Samantha Vlasceanu, Executive Contributor Brainz Magazine
Samantha Vlasceaunu, The TikTok Coach, is on a mission to convince businesses and brands that TikTok is not just for our teenagers (and no dancing required)! When COVID-19 hit, her other traveling business had to shut down and she had to pivot ‒ FAST. That's when she realized that she'd been organically reaching her audience on TikTok all along and realized the power TikTok could have for businesses if they gave them a chance. Fast forward to today, Sam works with marketing agencies, coaches, lawyers, and corporate Brands ‒ you name it! Sam ensures all her clients are using the app with the intention of a sales funnel in finding their target audience and coaching the strategies of converting their followers into ACTUAL paying clients.
