In this week’s edition of The Filter, we share success stories from one of our industry’s most popular (yet often intimidating) platforms: TikTok. We want to help you stay on top of what’s new in marketing, communications, and advertising, and TikTok is one of those intersections of influence that leaders in our field simply can’t ignore.
TikTok marketing is far and away the most popular trend today. When navigated successfully, the TikTok algorithm can do wonders for business. In fact, Google’s Senior VP admitted this summer that roughly 40% of young people use TikTok as their go-to search engine.
If you’re interested in catching a ride on the TikTok marketing train but need help knowing where to begin, we can help. Though tricky to navigate, there’s a lot of creative potential at your fingertips on TikTok. The team at iProv has compiled some excellent examples of marketing through TikTok that should get you pointed in the right direction.
Here are some of the best TikTok ads of 2022:
The best advice for any budding entrepreneur is to scratch your own itch, and that’s precisely how Sarah Heineman marketed her mom-oriented invention. Her organic TikTok ad for her Car Cabana creation tells her personal story of figuring out a way for her kids to change clothes in privacy while bouncing between sports, school, and the beach. In the TikTok video, she explains to viewers why her invention was needed as she casually demonstrates how it works. This simple ad was perfect for TikTok’s down-to-earth feel, and Heineman earned over one million likes from this video alone.
Dan Oliver turned to TikTok to take Dan-O’s Seasoning from his local farmers’ market to Walmart and Kroger. To become one of the most popular seasoning accounts on TikTok, he used a mix of targeted ads and solid, steady content creations that share easy and creative recipes. With an approachable and actionable tone, he’s successfully grown his brand to almost three million followers in only a year and a half. His explosive growth demonstrates how engaging content and a great plan can bring results.
Balenciaga is a strong enough brand to stand on its own. Still, the fashion powerhouse took a gamble anyway: partnering with TikTok to help roll out the service’s business platform. The results were staggering, showcasing TikTok’s one-of-a-kind features that set it apart from other apps – the TopView Ads. Balenciaga worked with Kim Kardashian in the US and drove UK sales with TopView TikTok Ads, ultimately earning over 25 million video views and 4.5 million clicks to the landing page.
TikTok knows a thing or two about TikTok advertising, so it’s no surprise that their #TikTokTaughtMe ad campaign has almost 12 billion views. It’s a simple yet wholesome premise; they made a short video showing how much you can learn about life and the world on the app and encouraged people to use the same hashtag to show off new things they’ve learned while scrolling on TikTok. It’s straightforward, drives engagement, and celebrates what makes the company unique.
Looking to reach and convert more potential customers, The Farmer’s Dog turned to TikTok ads to target American adults aged 25 and older. They collaborated with influencer dog Brodie to promote their core message: they’re the most convenient choice for dog owners seeking a healthy lifestyle for their pets. Using in-Feed TikTok Spark Ads to reach users with pets, The Farmer’s Dog tweaked their campaign audiences and creatives to lower CPAs at scale. The results? Thirty-three million video views, a 62% reduction in CPAs, and a 5% increase in conversion rate, all in just two months. The Farmer’s Dog’s tweaking, optimization, and management ensured their TikTok campaign success.
If you’re considering exploring TikTok marketing, we’d be happy to walk you through iProv’s approach to the fast-paced platform. Let’s chat! Sign up for a free consultation to get started.