Companies that have succeeded on TikTok, how did they do it?
TikTok is one of the most popular and profitable social networks of the moment, with more than 1,000 million active users per month and a very high organic reach. Additionally, TikTok has a very diverse demographic, with users of all ages, genders, and interests.
These features make TikTok a very attractive and profitable platform for companies, who can take advantage of it to promote their products or services, interact with their audience, and generate sales.
However, not all companies know how to use TikTok effectively, since it is a very different social network from the traditional ones, with its own style, tone and type of content.
What benefits does TikTok have for companies?
TikTok offers a series of benefits for companies that want to have a presence on this social network, among which we can highlight the following:
- Access a global, young and diverse audience . TikTok has users in more than 150 countries and in more than 75 languages . In addition, 60% of its users are under 30 years of age , which means great potential to reach a young, dynamic audience with purchasing power.
- Increase visibility and brand recognition . TikTok has an algorithm that recommends the most relevant videos for each user, regardless of the number of followers or likes the creator has. This means that any video can go viral and reach millions of people, which is a great opportunity to raise awareness of your brand and generate interest in your products or services.
- Create creative, authentic and viral content. TikTok is a platform that encourages creativity, originality, and fun. Users prefer to watch videos that entertain, inform or inspire them, and that are not too commercial or boring. Therefore, companies must create content that fits the style and tone of the platform, and that offers value to their audience.
- Encourage participation andcustomer loyalty . TikTok is a highly interactive and collaborative social network, where users can comment, share, react or participate in the videos of other users. This allows companies to generate engagement and loyalty with their customers, as well as receive feedback and opinions about their products or services.
- Drive traffic and conversions . TikTok also allows companies to direct their users to other platforms or channels where they can perform more specific actions, such as visiting your website, buying your product or contracting your service . To do this, companies can use tools such as external links, QR codes or advertisements.
What types of content work best on TikTok for businesses?
TikTok is a platform where content is king. The videos that are published on this social network have a maximum duration of 60 seconds, which forces companies to be concise, clear and creative.
In addition, the videos must be accompanied by elements such as hashtags , sounds, effects or texts, which help improve their performance and visibility.
The types of content that work best on TikTok for businesses are:
- Educational or informative content : This type of content consists of showing how a product or service is used or made, solving doubts or problems, giving advice or tips, etc. This type of content helps demonstrate the value and usefulness of your product or service, as well as educate and provide knowledge to your audience. For example, the company [Chipotle] uses this type of content to show how to prepare their dishes, how to take advantage of their offers or how to participate in their challenges.
- Entertaining or fun content : This type of content consists of humor, parodies, challenges, dances, etc. This type of content helps to generate sympathy and empathy with your audience, as well as create a positive and fun environment. For example, the company [Elf Cosmetics] uses this type of content to make jokes, parodies or dances with their products, using sounds and viral effects.
- Inspirational or emotional content : This type of content consists of telling stories, sharing values, showing testimonials, etc. This type of content helps to generate an emotional connection with your audience, as well as to convey your mission and vision as a company. For example, the company [Nike] uses this type of content to tell stories of improvement, motivation or solidarity, using powerful images and messages.
- Interactive or collaborative content : This type of content consists of inviting users to participate, doing surveys, questions, raffles, etc. This type of content helps generate engagement and loyalty with your audience, as well as create an active and participatory community. For example, the company [Guess] uses this type of content to conduct surveys, questions or giveaways with its products, using hashtags or interactive effects.
What strategies have followed the companies that have succeeded in TikTok?
The companies that have succeeded on TikTok have followed a series of strategies that have allowed them to stand out and differentiate themselves on this platform, among which we can highlight the following:
- Adapt to the style and tone of the platform : The companies that have succeeded on TikTok have been able to adapt to the style and tone of this social network, which is characterized by being natural, close, original and creative. These companies have avoided being too formal, commercial or boring, and have chosen to be more human, fun and authentic.
- Follow and take advantage of trends : The companies that have succeeded on TikTok have known how to follow and take advantage of the trends that arise on this platform, such as hashtags, sounds, effects, or the most popular challenges of the moment. These companies have used these trends to adapt them to their niche or sector, and to create relevant and viral content.
- Collaborate with influencers or creators : Companies that have succeeded on TikTok have known how to collaborate with influencers or creators who have influence and credibility in their niche or sector. These companies have worked with these people to create joint content, to promote their products or services, or to reach new audiences.
- Using TikTok tools and solutions : Companies that have succeeded on TikTok have been able to use the tools and solutions offered by this platform to create and promote their content. These companies have used options such as duets, brand effects, native ads, or sponsored challenges.
What success stories of companies on TikTok can we highlight?
Next, we are going to show some success stories of companies that have managed to succeed on TikTok, using the strategies that we have mentioned above:
It is a sportswear brand that has earned more than 5 million followers on TikTok. Its content is based on showing its products, its values and its community, using humor, music and challenges. In addition, he has collaborated with influencers and creators such as @charlidamelio or @zachking.
It is a streaming platform that has earned more than 14 million followers on TikTok. Its content is based on showing scenes, trailers, and curiosities from their series and movies, using humor, emotion, and trends. In addition, he has created campaigns and hashtags such as #WhatsYourPower or #StrangerThingsDay.
It is a supermarket chain that has amassed more than 1 million followers on TikTok. Your content is based on showing your products, your offers and your employees, using humor, information and interaction. In addition, he has created campaigns and hashtags such as #LidlChallenge or #LidlFan.
Some examples of videos that Lidl has published on TikTok are:
- A video where he shows how to make a homemade pizza with ingredients from Lidl, using the sound of "Pizza Time" from Spider-Man 2.
- A video where he makes a parody of the song "WAP" by Cardi B and Megan Thee Stallion, changing the lyrics to "Lidl, Lidl, Lidl".
- A video where he invites his followers to participate in the #LidlChallenge, which consists of making a purchase at Lidl with a limited budget and showing what they have bought.
- A video showing the testimony of a Lidl employee who tells what it is like to work in the company, using the "I am" effect.
Written by Moises Hamui Abadi: I am an entrepreneur, founding partner of Viceversa and SoyMacho. After being in charge of several digital businesses and advising several other businesses; I decided to form MHA Consulting, a digital marketing consultancy dedicated to growing and empowering digital businesses in more than 7 countries and generating more than 1,500 million pesos.
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