Updated: Oct 18
One of the first adopters of TikTok was the NBA. However, the suspension of basketball season due to Coronavirus meant that the association needed to focus its attention on the platform. The NBA has become incredibly successful on TikTok thanks to the fact that it puts out a wide variety of content, including behind-the-scenes pranks and a range of sporting challenges. The NBA brand posts around six times per day too. With 11.6 million followers on the TikTok platform, the association has gained quite a bit of notoriety. While people look to the NBA for basketball, TikTok users look to the NBA for humor. In fact, one of the most popular NBA videos is one that involves various mascots throwing cakes in the faces of fans.
According to AdWeek, the most influential campaign on TikTok to date comes from Elf Cosmetics, the brand that introduced the 'Eyes Lips Face' challenge. The campaign utilized the creation of an original song to sit alongside the hashtag challenge. A large number of influencers began using the song in their own videos, which prompted celebrities to start using it too. Eventually, the song went viral on platforms other than TikTok, including YouTube and Instagram. Elf Cosmetics responded by putting out a music video. The beauty of this campaign was that it was specific to TikTok. It didn't feel as though it was copied and pasted from another social media platform. The result? Elf Cosmetics proved to major brands that the platform had serious potential for advertising.
Gym Shark is similar to Elf Cosmetics in the brand treats TikTok as a unique platform, creating content that is unique to the user base of TikTok and matches TikToks algorithms, including fitness challenges. Gymshark partnered with six dance and fitness influencers, each of whom has massive followings on TikTok, for its 66 Day Challenge back in 2019. The brand was able to get in front of a major audience by capitalizing on existing audiences. At the end of the campaign, the #gymshark66 hashtag had over 45.5 million views. In 2019, Gymshark continued to embrace TikTok, creating one of the most popular challenges on the platform with popular TikToker, Demi Bagby, known as the 'stand up challenge'. As of now, this hashtag has over 280 million views with millions of users recreating the brand's original video. As you can see, TikTok is a platform with serious potential that every brand should consider for their promotions. Make sure to get in touch with us here at Gold Level Marketing with any questions regarding how you can use TikTok for your brand.