Ah, TikTok. We love you and we fear you. Businesses and users everywhere are watching closely as the app faces scrutiny owing to privacy and national security concerns. And yet, amid the controversies, we just cannot stop using this addictive app. TikTok continues to be a magnet for businesses to build their brands with organic content. It's a proving ground for the creation of short-form video that engages audiences, especially Gen Z. Here are standout examples of brands that are capitalizing on TikTok’s content sharing capabilities:
How would you re-introduce a product you released 56 years ago? That’s exactly what the Beatles (@thebeatles) are doing on TikTok by celebrating the re-release of the band’s Revolver album, which was originally released in 1966. The Beatles have remixed and refreshed a number of old video snippets of the band’s recording sessions so that you can listen to how the Fab Four recorded the songs and get an insight into the creative process. What’s especially noteworthy is how the Beatles rely on existing assets such as the album cover to make animated reels that seem as contemporary as any content being created today.
With over 5.2 million followers, it’s clear to see that language-learning app Duolingo and its plush green mascot Duo the Owl have taken over TikTok. And the mastermind behind it? Corporate social media savant Zaria Parvez.
In less than three years, Parvez has built Duolingo’s empire of followers by tuning into viral trends and having an “ear to the ground in giving the community what they want to see.” In other words, Parvez and her team pull many of their key storylines (like Duo being in love with popstar Dua Lipa) from user generated content and viral trends.
Duolingo’s community management style on TikTok is just as candid and humorous as their content—a refreshing departure from the stiff responses from most brands on social media. Anyone who reads the comments section when Duolingo is involved knows they’re in for a witty, unfiltered ride.
Being a streaming application and video production powerhouse, Netflix is in a unique position to constantly shell out media content consistently. With free range of copyright, huge video library and exclusive access to stars starring in their films/shows; it’s easy to see why their 31.5 million TikTok followers love their content as one of the top three followed accounts on the platform. Jonathan Helfgot, VP of film marketing at Netflix, said in a recent interview the key to success for Netflix has been customizing videos to surprise audiences or at least having them get a reward for seeing their content. This means anything from exclusive cast interviews, background stunts, breakdowns of how action scenes were filmed, and all this shown within seconds to grab audiences’ attention. "You've got to sprinkle a little chaos on it," said Helfgot on what his executive social media strategy team’s motto.
Making every video spark excitement and entertain in a matter of seconds can keep users scrolling through the page. Successfully executing multiple entertaining TikToks means more potential for likes/shares/comments/viral challenges and seeing that return within the actual streaming platform. It increases user interest and probability followers will invest time in rewatching a series/movie or interacting with the Netflix account which indicated they want more of that more content. Netflix uses invested users to indicate how popular a show or movie is in the social media world and can gage popularity quickly, being able to gage interest for future campaigns, franchise expansion or even weigh into potential series renewals/sequels.
The Wall Street Journal (@wallstreetjournal) relies on TikTok to make the august publication more relevant and engaging. This is not an easy job especially because the WSJ reports on complicated financial topics for its investor audience. But so far, so good! Recently the WSJ has used TikTok to break down world events ranging from the Ticketmaster/Taylor Swift ticket sales fiasco and, ahem, states banning the use of TikTok on government devices. The WSJ also shares content that is obviously intended to appeal to Gen Z and Millennial audience, such as an interview with music sensation Anitta.
Oh, and in case you’re wondering what it’s like to work for Elon Musk, the WSJ has you covered through an interview with former employees. The WSJ also positions itself as a lifestyle publication on TikTok, an example being advice on sleep hacks for the holidays and how to maximize productivity from your work-at-home office. It’s a genuinely informative and sometimes even fun account. Hey WSJ, bring on more fun! We’ll follow.
With over 1.6 million followers and 15.2 million likes, it's clear to see that British online fashion brand ASOS is killing it on TikTok. They have created partnerships with some of the most popular influencers on the platform, like transgender content creator Dylan Mulvaney and makeup artist Danielle Marcan.
ASOS is also keeping up with global events and branching out to brands across various industries. In celebration of the 2022 FIFA World Cup, ASOS teamed up with Fnatic, a leading esports league, and challenged them to play in a blindfolded penalty shoot out. The video garnered over 4.6 million views and 14 thousand likes!
We can help you figure out a social media strategy that is consistent with your brand’s goals and presence across the digital world – which is part of our holistic Connected Content approach. Contact us to learn more on how we can help you accomplish those goals on social media apps such as TikTok.