From Premium To Professionally Amateur – Brand Content on Tik Tok

TikTok has become one of the most popular social media app for the Gen-Z demographic. It was released in 2017 and allows people to create and share short lip-syncing videos, comedy and talent videos. With over 500 million active users worldwide, many well-known brands are using the app in the hope of reaching a wider audience. We’ve put together 5 brands who are making the most out of the platform to raise awareness, increase engagement and drive sales using a two pronged tactic of direct branded call to actions, and fun organic content that mimics how consumers are using the platform.

Chipotle

Popular Mexican restaurant chain Chipotle relies heavily on memes and low production videos as a way of tapping into how their customers consume Tik Tok content. From meIRL (me in real life) style videos, and jumping on the latest Tik Tok challenges, Chipotle are doing a good job creating the type of fun and irreverent content consumers look for on Tik Tik.

San Diego Zoo

With hundreds of cute animals guaranteed to do goofy things on camera, San Diego Zoo are sitting on a gold mine of shareable TikTok content.  They are very cleverly producing content that shows the fun side of zoo life, but really shows the love and care their animals receives. With younger generations harder to reach with traditional and “old” social media, San Diego Zoo are doing a good job staying relevant.

NBA

NBA were one of the earliest adopters of TikTok and now have a staggering 6.2 million followers. The examples above show how the brand is using the platform to show game highlights but also how they use the platform to tee up comedic and shareable stings that resonate with the target audience.

Apple Music

Unlike other brands in this blog, Apple Music are keeping it very slick and professional with their content. Their content is produced specifically for Tik Tok and Snapchat, and feels very polished. With interviews with artists that offer consumers exclusive content and footage, to generic album artwork style content, Apple Music are steering clear of memes and amateur style content for now. With record labels and artists to please, they seem to be keeping it premium and playing it safe.

ESPN

American sports broadcaster ESPN are tapping into exactly what consumers are looking for on Tik Tok. Memes, fun, and viral content. Their channel is an endless feed of sport fails, wins, emotions, and down right ridiculousness which they source from all levels of sport from professional to amateur. It’s a smart move to keep them relevant with younger people that consumer their media via mobile, rather than through TV subscriptions.

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