TikTok is known as an incredibly creative platform for users, but brands are increasingly utilising the social media giant as a way to reach and engage with a larger audience.

The short-form video sharing platform, which is built largely on self expression, has over 689 million monthly users.

TikTok’s algorithm stands out against other social media platforms, delivering hyper relevant and niche content to its users. TikTok explained in the newsroom section of their website saying, “TikTok’s mission is to inspire creativity and bring joy. We’re building a global community where you can create and share authentically, discover the world and connect with others. The ‘For You’ feed is part of what enables that connection and discovery. It’s central to the TikTok experience and where most of our users spend their time. When you open TikTok and land in your ‘For You’ feed, you’re presented with a stream of videos curated to your interests, making it easy to find content and creators you love. This feed is powered by a recommendation system that delivers content to each user that is likely to be of interest to that particular user.”
Brands are using the video sharing app in many different ways but some examples stand out. Singer Harry Styles was photographed wearing a colorful cardigan from the clothing brand JW Anderson and the look was a hit with his passionate fans. Rather than push sales, JW Anderson responded to fans on TikTok and decided to publish the pattern on their website, so that fans could recreate the knit cardigan themselves. This took off on TikTok as fans filmed themselves making their version of the famous jumper. The cardigan retailed for almost £1,500 pounds, but by making the pattern available online, JW Anderson engaged a whole new audience with their brand.


The Colourblock Patchwork #Cardigan – worn by #HarryStyles, crocheted by you. @lilbittylivie @oops_brady @90harrystl

♬ Late Night Future (Instr.) – BLVKSHP
Another memorable campaign was Asos’s #AySauce, a three week UK and US campaign in 2020. The brand worked with TikTok influencers Loren Gray, Holly H, Luke Trotman from Love Island and the Neffati Brothers to launch #AySauce and created their own original sound as the track for the activation. So how did it work? According to TheDrum.com, TikTok users in the UK were greeted with Asos content upon opening the app through the platform’s TopView advertising solution. They then launched an #AySauce branded hashtag challenge plus on the platform, which asked target audiences to showcase three outfits of their choice in 15 seconds, using their own creativity and personality to bring their looks to life. John Mooney, Brand Creative Director at ASOS, said: “We’re always evolving our content, social media strategy and channel focus to ensure we’re staying relevant to our fashion-loving 20-something customers. TikTok is a growing part of that mix, and we’re excited to see how our social content team can engage our customers in new ways through the #AySauce hashtag challenge.”
Image source: TikTokForBusinessEurope.com
According to Digiday.com, media publishers are using TikTok more and more for brand activations saying that brands like Popsugan, NowThis, The Dodo and Thrillst have built huge audiences on the platform and have signed close to 10 branded content campaigns for Popsuga and The Dodo alone.
We are building our TikTok audiences across our stations with FM104 reaching over 21,000 followers this month. This summer for the first time ever we will use TikTok to qualify for entry to win a brand new Renault Clio! We use the platform to host some of our most engaging video content, like our new series Making It, a deep dive into videos and content that has gone viral.
You can see some more case studies of how Irish brands have used TikTok to date on their website.

If you would like a more in-depth analysis of these points or we can help with your advertising needs please contact us at hello@urbanmedia.ie.

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