Growing a Brand on TikTok

I was first exposed to the TikTok platform at the Digital Summit in New York in 2019. My first impression was that it was geared for teens, as young people dancing dominated the content. Over time, however, I have come to appreciate it as an educational platform. I’ve learned some good recipes, helpful home tips, phone hacks, and fitness recommendations.

I recently participated in an AMA sponsored TikTok session taught by Erika Cruz, a San Francisco techie who left her job last year to be a full-time TikTok short-form video content creator. It’s the educational angle that has propelled her new career, teaching viewers cooking and fitness.

A few facts:
– TikTok is the world’s fastest-growing social app
– TikTok’s algorithms are favorable to new creators
– TikTok has 1.1 billion monthly active viewers
– TikTok viewers engage with the app on average 8 times per day

Erika’s tips on how marketers can leverage this platform:
– Think of the questions your company is being asked regularly and create content that answers those questions
– Partner with creators to sponsor their content. This can be done by reaching out to them directly, using an agency, or by accessing TikTok’s Creator Marketplace
– Your company can amplify original creative videos seamlessly through the new Spark Ads platform

Erika told a story of a TikTok creator named Nathan Apodaca (420dogface208). His car broke down on the way to work, so he pulled out his skateboard, grabbed a bottle of Ocean Spray cranberry juice from the back seat, and shot a video of himself gliding down the street. When he got home, he added a Fleetwood Mac song and posted it to TikTok. For whatever reason, it went viral and before long his post had 12 million likes, 678,000 shares, and 141,000 comments. Ocean Spray earned 15 billion brand impressions in one month. Fleetwood Mac’s remastered 2004 “Dreams” jumped 374% in sales and 89% in streams, putting the classic hit back on the Billboard’s charts. Ocean Spray was so pleased with the brand engagement they gave Dogface an Ocean Spray truck.

It seems like the opportunities on TikTok are endless for brands of all types. And it’s not yet a saturated market like Instagram or Facebook. Consider TikTok as a marketing growth platform for your company. All you need is a story to share.

Taylor Design Blog

By Dan

President / Creative Director