8 Tiktok营销示例to Inspire Your Brand in 2022

根据HubSpot的社交媒体团队的说法，基于视频的社交应用Tiktok的增长很大，并且参与潜力for brands.

The platform, which allows users to make short, looping videos with special effects and musical overlays, is booming with more than1 billion users.

尽管Gen-Z使用该平台展示了他们的创造力，但Tiktok上的一些品牌使用该平台来建立品牌知名度，吸引年轻的受众，并通过有趣的视频和挑战来揭示自己的更轻松的一面，这些视频和挑战推动了其他平台上的社交媒体趋势。

In this post, we'll discuss why you should leverage TikTok marketing in 2022 and how smaller companies can build a scalable, fun, and creative strategy on the platform. We'll also cover eight brands that have gone viral on TikTok.

What is TikTok Marketing?

Although TikTok might feel like a hub of strange posts, its popularity and video-driven content provide a variety of unique marketing opportunities.

营销人员可以在三个主要领域利用Tiktok：

1.影响者营销

利用Tiktok的一种好方法是与有影响力的社区互动。由于有影响力的人对平台有着深入的了解，因此他们可以将僵硬的品牌信息转变为有趣而创意的视频。这种类型的营销在向新受众开放您的内容并提高品牌知名度方面特别有效。

2. Original Content

尽管Tiktok的粉丝喜欢原创内容，但您不需要花费数小时来提出下一个病毒式趋势。通常，表现最好的Tiktok是复制或重现当前趋势的Tiktoks。首先探索该应用程序，其趋势以及您的品牌可以加入乐趣。

3. Paid Ads

Tiktok广告是该平台的相对较新的补充。由他们自己的广告平台提供支持tiktok for Business, brands can run in-feed ads or create branded hashtags and video effects.

尽管许多加入Tiktok的品牌都是大型的，著名的公司，但对于小型企业来说，仍然有助于了解为什么各种规模的品牌都加入该平台。

Why Brands Should Leverage TikTok Marketing in 2022

TikTok has seen a growth spurt over the past few years. The app has over1 billionusers and overtook Facebook as themost downloaded appof 2020.

With its stellar growth, there's a large audience ready to be wooed by innovative and fast-thinking brands.

TikTok's playing field is also fairly level when it comes to achieving viral status on the app. Unlike other social platforms like Instagram and Facebook, even accounts with a handful of followers can spark millions of views on a great video.

由于Tiktok本质上是古怪的，因此品牌需要发挥创造力，才能真正引起观众的注意。简单的广告或赞助的有影响力的认可可能不会在这个快节奏的应用程序上将其削减。

让我们看一下八个品牌，他们用创造性的内容钉住Tiktok营销，引起人们的注意。

1. NBA

Unlike itsInstagram channeL纯粹关注篮球比赛和亮点，NBA的Tiktok帖子显示了组织的较轻一面。例如，他们经常会发布玩家在音乐，在球场上跳舞或回答粉丝问题的视频。

In this video, Steph Curry of the Golden State Warriors busts a move from the sidelines after his teammate scores:

并在整个职业生涯中查看克里斯·波什（Chris Bosh）的这一有趣的蒙太奇（包括勒布朗·詹姆斯（LeBron James））：

While you might expect the NBA to focus more seriously on stats and games, it uses the app to lighten up the branding and make its athletes look more relatable. While the videos still promote basketball, they also fit with other funny posts on TikTok feeds.

在其他业务环境中，使您的品牌感觉更加个性化可能会产生相同的效果。例如，如果您的餐厅的Tiktok帐户发布了服务员跳舞的有趣视频，则观众可能会认为餐厅的员工愉快而快乐。这可能会让他们想在那里吃饭，因为他们可以想象自己有一个有趣的用餐体验。

2. Fenty Beauty

最受欢迎的类型的content on TikTok is tutorials. Some brands lend themselves to this more than others, but a great example is Fenty Beauty, which uses TikTok to show makeup tutorials, wear-tests, and product launches.

Tutorial-based videos can fit a variety of brands. For example, a clothing store can show how to style certain pieces of clothing. A hardware store can show how to build, restore, or paint something using its tools. Even a gym can offer a demonstration on how to use different equipment.

首先集思广益，所有人可以使用您的产品或服务的方式。如果您可以将任务分解为持续不超过60秒的步骤，则可能会为Tiktok视频教程提供出色的步骤。

3.邓肯'

Dunkin'是与Tiktok Megastar Charli d'Amelio合作，是最早在平台上使用影响者营销的品牌之一。

他们一起在Dunkin启动了新菜单项，并合作制作了几个视频。

After posting content about the partnership, Dunkin saw a57% spikein app downloads and a 20% sales boost for all cold brew coffees.

有影响力的营销之所以强大，是因为它涉及口碑营销和社会证明。但是，如果您认为您需要与著名的Tiktoker合作才能工作，请再考虑一下。

When it comes to influencer marketing, relevance is more important than reach. Rather than partnering with an influencer based solely on vanity metrics (such as follower count), look for micro-influencers who have a niche audience that aligns with your own. Research shows that influencers with less than 1,000 followers receive更多参与than their more popular counterparts.

4. Milk Bar

TikTok videos thrive with music, and Milk Bar knows this too well. The bakery chain does an exceptional job at capitalizing on popular TikTok memes, formats, and audio.

Here's Milk Bar putting a spin on the "Have you ever been in love?" video trend:

观看另一个使用流行的“ Oh Lord”音频剪辑的有趣视频：

TikTok makes it easy to add music to video clips, which could result from having made legal arrangements with major music companies. Maybe this is why it's nearly impossible to scroll through TikTok without seeing users dancing or lip-syncing to music.

Viewers like to see brands joining in on current trends or putting a unique spin on an existing one. When brands take the time to understand TikTok and keep a finger on the pulse of the platform, it becomes easier to join trending topics, challenges, and memes. And if you're not sure where to start, check out TikTok's Discovery Page for inspiration.

5. Chipotle

自2018年加入Tiktok以来，Chipotle为品牌如何发展品牌业务的标准奠定了标准，同时以一种有趣而真实的方式吸引Tiktok社区。

chipotleopts for a more casual vibe, often posting dance challenges and fan-made content, such as videos of people sharing their favorite Chipotle recipes and hacks. Here's an example of a Chipotle "menu hack" for spicy queso, which has over 300,000 likes:

Chipotle还展示了真正的Chipotle厨房中真正的船员的幕后录像。查看此前一名Chipotle员工重新审视她的工作并采访同事的“ Vlog Style”视频：

如果您需要一种创造性的方式来快速传播品牌知名度，那么从Chipotle那里获得便条并分享有风度的幕后镜头可能是一个很棒的实验。另外，俯身品牌拥护者who may be willing to share their experiences on social media.

6. Gymshark

Gymshark是Tiktok领先的健身品牌之一，仅在六个月内就达到了200万追随者。Gymshark通过张贴锻炼挑战，鼓舞人心的健康旅程和相关的健身幽默来迎合健身狂热者，这使健身房感到不那么恐吓。

Here's one of those relatable fitness videos:

One of the brand’s most notable TikTok campaigns was the66 Days: Change Your Life挑战，这强调了一个习惯需要66天的事实。蒂克托克（Tiktokers）提交了自己的锻炼旅程视频，希望赢得Gymshark会员资格。

The campaign was an overwhelming success, with the hashtag #gymshark66 generating193 million views.

Challenges are one of the biggest trends on TikTok, and innovative brands are using them to fast-track their growth and connect with millions of users on the app. Consider creating your own challenge or putting a unique spin on an already existing one.

7. The Washington Post

The Washington Post was one of TikTok's earliest brand adopters. Those who haven't seen their videos might be anticipating investigative or serious content. Surprisingly, the newspaper actually uses its account to post comedic skits about the latest breaking news.

这些视频非常适合该平台，因为它们很有趣，及时，并包含Tiktok一些最奇怪的特殊效果。查看有关Delta Airlines公关部门的这张短剧，他们努力撰写有关Covid-19 Delta变体的新闻稿：

《华盛顿邮报》展示了品牌如何通过直接与其特定的受众交谈 - 想笑的年轻观众通过直接交谈。

Because The Post has a long history of groundbreaking, award-winning, and intellectual journalism, this comedic approach might also attract young readers who want to follow the news but used to worry that content from a newspaper would be too advanced or out of touch for them.

如果您的品牌在出版，学术界或类似行业中，测试了一种视频策略，该策略表现出您的较轻一面可能是一个有趣的实验。它可能会使您的内容和品牌感到不那么恐吓，并帮助您从新的受众中获得关注。

8.圣地亚哥动物园

每个人都喜欢一个可爱的动物视频。圣地亚哥动物园的Tiktok帐户愉快地利用了这一众所周知的事实。

The zoo's strategy is simple: Post videos of cute animals with fun music. And with over 2 million fans, it seems to be working. How could anyone not want to follow them after seeing this video of an adorable red panda?

If that cuteness wasn't enough, the zoo has alsoduetedwith other animal-friendly accounts, like the Monterey Aquarium:

这不仅吸引了企鹅爱好者，而且也是两个类似品牌如何可以如何的很好的例子交叉宣传使用Tiktok功能。由于动物园的标记策略，该视频可能由水族馆和动物园的粉丝观看。这样，动物园追随者可能会对水族馆产生更多的兴趣，反之亦然。

Tiktok营销技巧

While it might be challenging to get your content to go viral like the bigger brands, TikTok could be a great tool for getting in sync with younger audiences.

如果你认为TikTok可能是你公司的一部分g strategy soon or in the future, now would be a great time to get ahead of your competitors by downloading the app and investigating what similar brands or potential audiences are doing there.

如果您要采用Tiktok策略，那么这里有一些提示和外卖，我们从查看已经在应用程序上做得很好的品牌中获得了一些提示。

• Show a different side of your company. The app is a hub for creativity and humor. Embracing a more personal tone or a behind-the-scenes approach could make your company appear more relatable or trustworthy to potential customers.
• 不要害怕试验。与Facebook和LinkedIn这样的平台不同，关于什么有效和无效的规范，最佳实践或规则不多。如果您认为某些事情可能很有趣或有趣，请尝试一下，看看它是否获得任何喜欢，评论或分享。
• Engage with your audience. Between challenges, duets, likes, comments, and shares, there are plenty of ways to engage with other TikTok users — even if you don't know them. Try to come up with videos, challenges, or duets that aim to interact with others. As with other platforms, the more you engage with people, the more your fan base could grow.
• Don't shy away from marketing your products, but make sure you do it in a creative way. Try your hand at tutorials, demonstrations, and how-to content that showcase the best parts of your products or services.
• Tap into the power of word-of-mouth marketing with influencers. But remember that relevance is more important than reach, so partner with niche micro-influencers who share a similar audience.

It's getting difficult for marketers to ignore the popularity and influence of TikTok. Joining the platform offers an opportunity to reach younger audiences and increase brand awareness in a highly playful environment. But succeeding on TikTok relies on creating exciting content — so prepare to put your creative hat on and experiment with new formats.

编者注：该帖子最初于2019年9月发表，并已更新以进行全面性。