Subjective overview of campaigns on TikTok

Some marketers are still skeptical about advertising activities on TikTok. After all, more than once a new platform appeared on the market, which at first attracted crowds of curious users, only to be forgotten after a while. However, it seems that TikTok is not going anywhere, and is even strengthening its position more and more visibly. It is currently the most downloaded app in the world, and according to a report by analytics company App Annie, in 2022, the platform will exceed 1.5 billion monthly active users. Thanks to its growth dynamics, TikTok has quickly joined the ranks of the largest social platforms in the world and even overtakes them, therefore, in order to successfully promote your brand on the web, it is good to include it in your marketing strategy. If you do not know how to create a campaign aimed at TikTok users, it is worth getting inspired by actions that have already taken place and have been successful.

Advertising sweets? Sing about a new taste!

The popularity of TikTok is mainly due to the effective reach and focus of young people. They are not the only age group that uses the app, but by far the most numerous. Therefore, this application is an ideal place to promote products whose main users are the young generations. These can be school supplies, mobile games or sodas or sweets. This potential was used by the Snickers brand, which invited the well-known beatboxer and tiktoker, Dharni, to collaborate. The goal campaign , which was created in cooperation with LifeTube (LTTM group), was to present new flavors with music and encourage the audience to try them. To make the campaign fit with the app ecosystem, Dharni created his 3 signature songs, which were used in the product placement videos. The irrepressible and creative approach to the promotion has earned the action a lot of approval from his fans.

Eco-campaigns on TikTok

The topic of ecology and environmental protection resonates more and more loudly among the younger generation. There is a growing awareness of the impact of man on the planet, as well as the threat of a climate catastrophe. Young people are becoming more interested in how to change their habits to greener ones, as well as which products are less harmful to the environment. The idea of zero waste is becoming increasingly popular, and therefore the abandonment of plastic or other harmful materials. Dafi is a brand that fits into eco trends and has decided to base its promotional activities on TikTok. The goal was to promote eco-friendly filter bottles, which are an ideal alternative to bottled water. Two tiktokers took part in the campaign — Pusheen Girl and Ami O. The company focused on a message that made the audience aware of how small changes can have a positive impact on our planet. Thanks to the campaign, the Dafi brand not only showed its product, but also conveyed valuable knowledge about ecological habits to the audience.

Using seasonal trends: back to school with Grześki

The school period is a time when students are happy to reach for quick snacks that will fill them with energy for the next hours of classes. All kinds of bars lead the way, among which we find dozens of different brands. The brand Grześki decided to stand out among the competition with the #KażdyMaSwojeGrzeszki campaign. The campaign took place in the back to school period and was based on the creators' recollection of the “sins of youth”. The time and the target group to which the campaign was addressed made Grześki even more associated as an ideal snack between lessons.

TikTok gamification with Match Masters

Match Masters is a free online game that allows you to play live with opponents from all over the world. To encourage the download of the game, the brand not only prepared a tournament with attractive prizes, but also decided to involve 12 tiktokers, including Haaipapi, Sandra Maliszewska or Mateusz Myla, to show their encounters in Match Masters. The choice of young creators, regularly active on TikTok, made the advertisement look natural, and the audience was happy to install a game that they could play with their idol. After all, who will advertise a product for youth better than herself?

The premiere of the series? Build tension by reaction video

Promoting the premiere of a series or movie does not have to be limited to classic actions. TikTok ideally allows you to build tension through so-called “reaction videos”, in which the creators record their reaction to the movie trailer. The attention of the audience was attracted by the Amazon Prime Video campaign, promoting the series Wheel Of Time. The creators, using short films, showed their first reactions to the trailer of the series, and Łukasz Maczuga, better known as Czuga, even presented the process of creating a dragon that appears in the series. Brunecia, Tritsus, Luure and Cebulsonn also participated in the promotional campaign. The whole action fit perfectly into the TikTok ecosystem and allowed it to reach a wide audience.

Being able to reach a young audience is definitely a huge advantage of TikTok, but not the only one. The variety of content available on the platform means that an increasing number of people of different ages decide to download the application and get to know it more closely. Thanks to this, using it for promotion, we have the opportunity to reach a wide audience and generate hundreds of thousands of views. The app has relatively recently become a significant player among social media. Not all marketers have discovered its capabilities and therefore there is relatively little competition on it compared to other platforms. A huge advantage is also the possibility of direct interaction of viewers with the brand, using #Hashtagchallenge or many other advertising formats. When creating ads targeting TikTok, it's also worth keeping in mind what the app's environment looks like and try to create a video that fits in with its style. Loose videos with a grain of salt allow you to show the “human” face of the brand, as well as break down barriers in brand-customer communication. Taking into account all these benefits, as well as the ease in creating content for this platform, there is no doubt that TikTok will be increasingly used to carry out advertising campaigns by brands.