Mystified by TikTok and how to use it in your content marketing strategy? Don't be. Here are three lessons from brands successfully utilizing Gen Z's new favorite social media platform.

1. How to Utilize TikTok
in Your Content
Marketing Strategy

2. CONTENT SUMMARY
What is TikTok?
Who is using TikTok?
How are Brands Using TikTok?
Chipotle
The Washington Post
Too Faced

3. WHAT IS TIKTOK?
Acquried by the Chinese tech group
in 2017 for $1 billion
OWNED BY BYTEDANCE
Worldwide downloads (96 million
the US alone)
1 BILLION DOWNLOADS
60% of users in the US are between
the ages 16-24.
GENERATION Z
Only 4% of social media marketers
are using TikTok
UNTAPPED POTENTIAL

4. CHIPOTLE
July 2019: Chipotle launched the #GuacDance
challenge to promote free guac giveaway in
stores.
Challenged TikTokers to create a dance to the
“Guacamole Song,” from a viral video. They
partnered with several popular TikTok
creators to post their own videos and promote
the challenge.
Success! It was the highest performing
branded content challenge with 250,000
submissions and Chipotle’s biggest free guac
day to date.
·
Lesson: Utilize TikTok for user generated
content with a fun, yet easy to execute
challenge.

5. THE WASHINGTON POST
The Post was an early adopter of TikTok, and
grew their channel to 350,000 followers and
18 million likes.
TikTok doesn’t seem like a natural fit for the
publication, but they’ve discovered an entirely
new audience on the app
They’ve done their research into the specific
humor and trends of the TikTok community
and upload content that appeals to this
audience
·
Lesson: Develop a distinct voice and show a
sillier, softer side to your brand to connect to a
younger audience.

6. TOO FACED
Too Faced created the #TFDamnGirl campaign
and partnered with beauty influencers to
promote launch of new mascara.
The hashtag garnered over 800 million views
for the beauty brand.
Unlike YouTube and Instagram, TikTok is not
yet oversaturated with advertisements and
sponsored content, so an influencer
partnership will go father and reach a less
skeptical audience.
·
Lesson: Partnering with the right
influencer (whose content in line with brand
values) will help build visibility
and overcome TikTok’s tricky algorithm in your
channels early stages.

7. Download the app & get
TikTok-ing!
Take note of how your potential audiences &
competitors are using the platform.
Develop a voice
.Have a sense of humor.
Partner with an influencer to increase your initial
visibility.
Have fun!
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Get ahead of the Competition!