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The platform’s randomized stream of short, entertaining videos offers the perfect dose of smartphone mind candy.
And wherever there are millions of eyeballs, brands and advertisers are never far behind. Whether created by the companies themselves or simply by fans, these brands are promoting content that’s getting attention.
Recipe for
Story by
Simon Martin
Design by
Jeffrey Kurtz
Very few content creators—let alone brands—can predict virality. That said, there is a secret to the sauce when it comes to playing the TikTok algorithm.
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TikTok Right
While traditional video-based advertising typically calls for highly-produced and edited content, TikTok allows brands to create authentic material that further underlines their ethos and personality. These five brands are breaking the mold explosively—finding their own voice in TikTok’s wild west.
TikTok user Nathan Apodaca (@420doggface208) cruised into viral gold (and took a few brands along for the ride) when he filmed himself on a skateboard ride. Over 80 million people have watched him sip Ocean Spray cranberry juice and sing along to “Dreams.” While Ocean Spray and Fleetwood Mac weren’t directly involved in the video, they certainly capitalized on their dreamy brand moment.
Fleetwood Mac
Love it or loathe it, Boomer, TikTok is here to stay.
The platform’s
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5 Brands
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Gen Z makes up nearly half of Chipotle’s customers, so it’s vital for the brand to meet its fans on their preferred platform. Brand-specific challenges (#LidFlipChallenge and #GuacDance) and behind-the-kitchen videos showing how its staff prepares its food prove that Chipotle is fire.
Chipotle
Who doesn’t like animal videos? Social-savvy staffers at the San Diego Zoo regularly go behind the scenes to connect their audience with wildlife, while also raising awareness for conservation projects. Though technically a non-profit, the zoo’s ability to capitalize on trends and quickly churn out its own content is a solid blueprint for any brand embarking on their own TikTok safari.
San Diego Zoo
This sport—described as “if volleyball and foursquare had a baby”—has taken college campuses and beach parties by storm. That’s thanks in no small part to the company’s ability to source and promote user-generated content for TikTok. Pair that with timely, trendy posts, and Spikeball has surely found a game-winning formula.
Spikeball
A handful of games each night gives the Association hours of fresh content daily, and the NBA distills highlights into TikTok-perfect mini clips. The result is a perfect recycling of content that’s grown the league’s account massively while better-connecting the league and its players to its youngest fanbase.
NBA
5 Brands Doing
Ocean Spray +
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Trick
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