TikTok’s Year-end Review Offers Learnings for Brands – WWD

Limit one critical year, TikTokIts latest winning lap features moments of brand celebration that shine online.

Series of highlights throughout 2021 through shopping, user-inspired product development, creator collaboration and more. Fashion and beauty take a big place on the list, making it clear across industries’ need for a social video platform.

Examples can help brands understand what resonates with their customers TikTok users, may become an ever more pressing requirement. This year, the tech company went beyond select retail partners to open shopping feature more broadly, then announced another new milestone shortly after. After five years, it broke 1 billion users worldwide – a miracle Facebook took eight years to complete.

It should be noted that Facebook is not immediately widely available. It opened up from adults and college students to teenagers after two and a half years, finally welcoming those who signed up with a corporate address. Today, Facebook is clearly behind the competition, boasting 2.91 billion monthly users as of Q3 2021. So is Instagram, which now has 2 billion monthly users, according to internal reports. So TikTok still has work to do.

Make sure brands continue to drive interest and act like part of it. To shed some light on what it takes to reach its growing user base, TikTok pointed to its recent Driver Culture study with research groups MRC Data and Flamingo. Research shows that most users (56%) and creators (67%) “feel closer to the brands they see on TikTok – especially when they publish human content, not polished,” the company said. Other times, trends happen at random.

Take #TikTokMadeMeBuyIt for example.

From a commercial perspective, hashtags have proven to be a powerful motivator. According to the company, it has grown to more than 7 billion views to date, spurring sudden purchases, especially among Generation Z consumers.

Skincare brand Peter Thomas Roth has seen first-hand the effects with Instant FirmX eye cream. When a video by the relatively unknown creator, Trinidad Sandoval, went viral in August, it generated six months’ worth of sales of the product in one week. The phenomenon also worked for Clinique: After users raved about the popular enticing color of almost Black Honey Lipstick, a classic that was conceived 50 years ago, the item flew away. shelf and became a #blackhoney trend with over 28.2 million views.

No one can plan for random fame. But companies can and are doing, taking advantage of it. Some even use it as inspiration to develop new products.

Gap lived up to his own back story with a classic brown hoodie. This shirt became famous online when a post hit #gaphoodie with over 8.2 million views. The brand responded by bringing the hoodie back, 10 years after it was discontinued, and then letting the community vote on the color of the next hoodie, leading to the birth of TikTok Super Pink Neon.

Eos created and named a limited edition shaving cream after an influencer’s viral comment — “Bless Your F # @% ing Cooch” — and Isle of Paradise launched Pro Glow Spray Tan Kit, after seeing fans put Self-Brightening Water in a spray bottle.

Other companies have proven that, in the TikTok universe, laziness can go a long way.

A joke about Target holding a Walmart cart hostage, from Target employee Jaden Delham, sparked a hilarious series of replies. Walmart responded by displaying its company vest on a red Target ball and writing, “return the cart and we’ll return the ball.” The worst happened after that. Soon after, Target and partner brands Ulta Beauty, Apple and others joined for comment, keeping the gag going.

As it turns out, consumers like brands with personality: Walmart grew its following 13 times the daily average, while the humorous quote helped Target surpass the 1 million follower mark that week. .

Of course, momentum is not always arbitrary. According to TikTok, companies that understand the platform can use its tools to drive popularity.

Fenty Beauty takes on the role of the creator’s mind, engaging in community conversations using native features like Text-to-Speech and replying to video comments. It gives the brand a playful and down-to-earth personality, TikTok noted.

More in-app effects and features make online collaboration easy and fun. Ralph Lauren decided to jump into action. The apparel company, the official distributor of Team America for the Olympics, worked with the platform on Custom Brand Effects, then urged people to show off their all-American apparel and Olympic spirit. . The campaign was a success, attracting more than 52.6 million views.

Also featured are mission-driven campaigns, with the tech company calling Dove, Procter & Gamble and Burt’s Bees to emphasize values ​​like body positivity, inspiration and self-love .

As an increase social media giant, the company can remember 2021 as the year it was founded. Now, in the post-Trump era, it is no longer subject to constant threats from an antagonistic administration or forced to sell to new owners. You’re free to focus on the business, technology, and brands that powered the first billion users – and possibly the next billion or more.

To that end, TikTok offers some advice: “In line with our motto of ‘Don’t create ads, create TikTok’, our community has taught the industry that when it comes to advertising, As much as advertising and marketing is loved as entertainment, brands will see incredible results both on and off the platform. ” TikTok’s Year-end Review Offers Learnings for Brands – WWD


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