How Brands use TikTok as a Marketing Strategy

            Welcome back! I am very interested in how brands follow trends through using social media, hence my social media minor. When I think of current social media topics, I think of TikTok instantly. TikTok is an app where users post short videos where you can add filters, background music and stickers. TikTok originated in China and now is the fastest growing app. The platform was created for boosting the user’s creativity and create joy in people’s lives. TikTok’s target market are those older than the age of 13, but most of the users fall into Generation Z (born after 1996). Recently, companies have boarded the TikTok train, and have began to use it as a marketing weapon.

            There are three big things that companies focus on when promoting their products or services through TikTok. The three are using a brand created hashtag, reaching out to TikTok influencers or simply having their ad pop-up while using to app. Companies such as Chipotle, LUSH, NBA, San Diego Zoo and Guess Jeans have utilized these various techniques.

For example, Chipotle posts videos according to trends while still using their products. On National Avocado Day, Chipotle created the #GuacDance to promote free guacamole that day. The TikTok videos referenced “The Guacamole Song” which is a classic meme song. Guess Jeans launched the campaign #InMyDenim on TikTok. This encouraged Guess customers to post a video in their jeans from all over the world. Lastly, companies like LUSH use the TikTok platform for guided product demonstrations. TikTok allows these brands to promote their products to a specific audience who enjoys the associated music and meme reference.

Those who are already famous and have a large following on TikTok are considered “influencers.” Brands will pay an influencer to share their thoughts or help promote something. For example, YouTube sensation, David Dobrik, was paid for Chipotle’s marketing campaign, the #ChipotleLidFlip challenge. If you don’t know David Dobrik, all you need to know is that he has a lot of followers and drives the newest Tesla. Check him out on YouTube, you won’t regret it! Essentially, the challenge was performed by David Dobrik to influence others to go out and buy Chipotle to try it.

I think it’s a no-brainer for companies to utilize TikTok and its audience. Most companies have a wide target audience, but the use of this social media app has opened so many doors in the world of marketing. TikTok is the perfect place to capture the attention of those in Generation Z.