09 Feb 5 Brands Crushing Creativity on TikTok
With its infinite scroll functionality, thumb-stopping content, and the high possibility of video virality, TikTok has taken the world by storm and it’s a no-brainer to infer that retailers and CPG brands alike should be thinking of ways to integrate the platform into their social media mix.
As brands build out their TikTok strategies, it’s important to highlight a few notable organizations who understand their audience and are creatively evolving with the emerging platform.
Before we dive into the good stuff, here are a few data points to further understand the impact that TikTok has made in the last year.
- The 2021 Cloudflare report had TikTok shoot up from 7th place in 2020 to 1st place at the end of 2021, dethroning Google and becoming the number one most popular domain. Source
- In July 2021, TikTok became the first non-Facebook app to reach 3 billion downloads globally. Source
- In September of 2021, TikTok announced an active user base of 1 billion users. Source
- Over 60% of users are ages 16-24 with an emphasis on Generation Z. Source
- In comparison to Facebook, Instagram, Snapchat, and YouTube, TikTok is the only social platform that allows individuals to natively download videos from the app and save it to their camera roll. Source
TikTok has repeatedly emphasized their mantra, “Don’t Make Ads. Make TikToks.”
Here are five brands that are doing just that by embracing authenticity and creativity on the platform:
1. Barbie for Generation Z and Millennials Who Are Still Obsessed
Barbie is an example of a classic brand that understands their audience and has evolved with the times. The brand has mastered the art of bringing their products to life through the creation of trendy TikTok content that stays consistent with their long-standing brand voice.
2. UNO Targets Enthusiasts
@uno we’ve all lived with a reverse #unoirl #drama #gossip ♬ original sound – uno
UNO creates original content that appeals to both UNO enthusiasts and newbies to the game. Visit the brand’s TikTok page to find humorous skits, tactical tips and snarky clips that utilize original voice overs and the talents of TikTok influencers who are fluent in sarcasm and wit.
3. Taco Bell Loves UGC
@tacobell Is this how manifesting works? @that_blonde_grille ♬ original sound – tacobell
Taco Bell is one of the many brands on TikTok that has leaned into the power of a well-curated content mix. The brand leverages user generated content (UGC), all while including a diverse mix of original content. One of the best ways to cultivate authentic brand loyalty is to spotlight community member’s brand love. Kudos to Taco Bell for staying true to their audience, cultivating community, and taking care of those late-night cravings!
4. Glossier Embraces UGC & BTS
@glossier Reply to @caragav 👁 👄 👁 #glossier ♬ call me when you wanna be honest – kardashianicon
Glossier is no stranger to granting their community access to a behind-the-scenes preview of their corporate headquarters. They also spotlight their customers often, with a large majority of their TikTok content coming in the form of UGC. With such a vast product offering, sourcing content from customers, employees and influencers is part of Glosser’s ongoing social strategy.
5. BMW Fuses Content with Innovation
@bmw Flying out for Halloween like. @falcopunch #TeamBMW #THEiX #BMW #CarScene ♬ original sound – bmw
When thinking of innovation, BMW is a brand that comes top of mind. The luxury car brand has done a great job at highlighting its various models, key features, and performance technology on TikTok. When sifting through BMW’s TikTok page, you will notice that the brand uses unique angles along with quick and captivating transitions that create immersive AR-like experiences for viewers. By the looks of it, BMW is well on its way into the Metaverse.
These five brands have figured out the secret when it comes to creating authentic content that is innovative, fun, and creative. Learn how your brand can be successful on TikTok.