TikTok has become one of the world’s largest and buzziest social media platforms, with over a billion active monthly users. Brands are still figuring out what strategies work best to effectively engage creators and allow them to do what they want with a hashtag or product. Brands definitely need to relinquish creative control to creators to yield the best results. For creators,the key to sustained viral success as a creator is differentiation of content, as well as being a multifaceted creative.
When a brand partners with a TikTok creator, they need to remember that they’re essentially hiring a cameraman, a stylist, a model, all in one. TikTok’s playing field is also fairly level when it comes to achieving viral status on the app. Unlike other social platforms like Instagram and Facebook, even accounts with a handful of followers can spark millions of views on a great video. Since TikTok is quirky by nature, brands need to be creative to truly gain their audience’s attention. A simple ad or sponsored influencer endorsement might not cut it on this fast-paced app.
TikTok accounts and campaigns to be inspired
NBA
Unlike its Instagram channels which focuses purely on basketball games and highlights, the NBA’s TikTok posts show a lighter side of the organization. For example, they’ll often post videos of players working out to music, dancing on the court, or answering fan questions.
ASOS
Objective: Asos seeks to boost its visibility and inspire its community, in order to be the reference of fast fashion!
The brand wanted to stand out on TikTok by launching the #AySauceChallenge which invites the community and fashion fans to “channel their Asos vibe”, express their style and creativity by posting 3 different outfits.
GymShark
One of the brand’s most notable TikTok campaigns was the 66 Days: Change Your Life challenge, which highlights the fact that it takes 66 days to form a habit. TikTokers submitted videos of their own workout journey in hopes of winning a Gymshark membership
