2023-05-22 10:38:21
Thanks to its infinity of filters, effects, editing techniques to choose from, brands have begun to use TikTok as a marketing tool.
Businesses that are signed up to the platform are becoming more confident and creative as they reach a wider audience and new potential customers. TikTok is constantly evolving every day, requiring you to adopt an agile, innovative and authentic approach like never before.
While many companies still shun youth social, some have embraced it with open arms, resulting in huge success.
Here are 10 brands that have let their creativity explode on TikTok.
1. Brand to follow on TikTok: Ryanair
Ryanair use images and video clips of its aircraft along with a filter designed to create a personified mascot with human facial features against any background.
@ryanair U know what it never was? That serious ???? #ryanair #fyp #frick ♬ ItalianBach is so hot and humble – ItalianBach
To this it adds a carefully selected trending music or audio to get exhilarating results. Most of their posts contain stock images and footage, making it easy to be able to ride new trends with little post-production.
2. Marvel
The entertainment brand Marvel uses TikTok to expand and promote its growing offering of formats (TV Movies, Animation and Comics). Trailers, interviews, behind-the-scenes footage, and sneak peeks of comic book covers are just a few of the ways the popular brand is offering fans an extra layer of insight into the franchise through the short content platform.
A recurring theme on TikTok is to highlight the talent, whether of a famous actor or a lesser-known cartoonist. Drawing tutorials are explained by professional Marvel illustrators, taking the brand back to its roots. Engagement in these posts holds its own against original content like clips from upcoming theatrical releases.
@marvel Drawing #BlackPanther with @CAFU Comic Book Artist ???? #Wakanda #WakandaForever #MarvelComics ♬ original sound – Marvel Entertainment
3. Viral brands to follow on TikTok: Zara
Zara she has often immersed herself in the world of augmented reality through immersive and interactive in-store experiences, product packaging and hypnotic window displays. She wasted no time, taking the opportunity to use TikTok as a marketing tool, making a series of looping videos showcasing key products from the seasonal collections, products by 3D artists called “Zara Creators”.
@zara Dive into the trend! Seahorse earrings now available. 4548/060 #zara ♬ original sound – ZARA
4. Gymshark
Gymshark used TikTok as a marketing tool to inspire and inform viewers with viral challenges, workout tutorials, and inspirational quotes.
Thanks to the support of fitness influencers and followers who re-post fitness videos to appear on the Gymshark feed, TikTok proves its effectiveness as a marketing tool. The Gymshark feed represents a highly recognizable fitness journey, spanning moments from the gym to everyday life.
@gymshark 66 second challenge ???? #gym #challenge #Gymshark ♬ CAP – Burrell
5. Brand virali su TikTok: Nando’s
Nando’s he is known for that characteristic cheeky humor aimed at highlighting his most iconic voices.
Some of the brand’s best-performing videos make the most of the duet feature of TikTok, which allows direct interaction with content posted by customers. This method can be used to post reactions or change the context of the original video to create something better.
Examples on his official feed include reactions to food hacks and particularly funny posts about sneaky customer behavior at his restaurants:
@nandosukYour go-to: Butterfly chicken, PERi-salted chips and garlic bread ????…Prove us wrong ????♬ original sound – Nando’s UK & Ireland
6. Glossier
Glossiera brand in the beauty sector, used TikTok as a marketing tool by sharing frequent and in-depth behind-the-scenes videos. In addition to this, to increase its visibility it has allowed its employees to become advocates.
Glossier’s intuition was to focus on the brand-customer relationship. In fact, early on he sought feedback from his most loyal customers and worked with them to improve products and even co-create new releases.
@glossier Now is the time to grab your OG Balms ???? Starting this February, our Balms are going to look a little different with a well-deserved upgrade. Just a few more weeks until our big reveal!!! #glossier #balmdotcom ♬ original sound – Glossier
7. BMW
Another brand that has gone for a “behind the scenes” approach on TikTok is BMW. Using both ancient and cutting-edge photographic techniques, the automotive brand’s creative team offers followers demonstrations of how some of its most iconic marketing material is created.
The energetic and refreshing content allows for the dissemination of a more youthful vision of the brand, in line with the core audience of TikTok and in addition to BMW’s more traditional marketing. In the videos we find some of the biggest stars of the platform, including Younes Zarou (@youneszarou) and Falco Punch (@falcopunch), protagonists of a strategy that intends to increase the reach of fans.
@bmw Shall we go for a spin? #TeamBMW #BMW @falcopunch #cars ♬ Bright – Official Sound Studio
8. Viral brands to follow on TikTok: Levi’s
The denim brand has launched its largest-ever global initiative entitled “Shop better, wear longer” to encourage consumers to adopt more sustainable fashion habits.
Levi’s through his video shares tips and tricks on how to clean, care for, and recycle jeans. The goal is to help customers minimize their environmental impact. The most engaging features include foolproof ways to remove coffee and (even) slime from denim. There are even tutorials that explain how to customize and restyle jeans that have been worn for a long time.
@levis @Luisa G *turns volume up* #livestreaming ♬ original sound – Levi’s
9. The British Red Cross
After videos on how to wash your hands properly during the pandemic, the British Red Cross has set its sights on TikTok. Through his videos he focuses on providing helpful tools, fundraising ideas and advice on a range of topics including natural disasters, humanitarian crises and mental health.
Short videos are an excellent way to provide informational and educational resources in a simplified and easy to understand way, which may explain why the Red Cross has so far amassed 418,000 followers and seven million likes on its posts to date.
@britishredcross Choose six distances this June, get active to clock up your miles and raise money with #MilesForRefugees ♬ Countless – Official Sound Studio
10. Viral brands to follow on TikTok: Prada
Fashion brand Praha decided to use TikTok as a marketing tool through a combination of textures, vibrant colors and evocative sounds to produce exceptional artistic images that reflect the tactile qualities of the items in its collections.
Often only a few clothes and accessories are highlighted on video, with shots that focus on the most interesting details of the garments.
@prada Spring-ready. #PradaSS23 #Prada ♬ original sound – Prada
These videos work well because of the dynamic approach to filming, using 3D images and snippets shot from a multitude of different angles. This allows followers to get a 360-degree view of garments, as well as get a feel for how different fabrics hang from the body.
The results are mesmerizing and exude all the qualities of long-form luxury marketing, presented on TikTok in a more compact format.
Do you want to learn more about the topic?
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TikTok as an employer branding platform: research in collaboration with Kantar
How TikTok is changing the global music landscape
How to connect with your target audience on TikTok
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