Listen to join in. Be creative to stand out.
If you read Part 1 of our series, "TikTok for Brands: This App is 'For You'," then you know TikTok is fast-paced. Trends come and go overnight, which requires brands to constantly be on the lookout for the latest viral challenges, soundbites, effects, and more. But more importantly, brands need to be able to put their own spin on viral content. Pop star Jason Derulo is a great example of a creator who knows how to add the shock factor to his videos. His remake of the #wipeitdown challenge where he is transformed into Spider-Man garnered newsworthy attention for its creativity.
Here’s how your brand can stay connected to trends and create viral-worthy content.
Connecting to Trends
There are a few main ways brands can discover trending videos and sounds on TikTok:
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Discover Page - Use the Discover page to track trending hashtags, and then create your own version including elements of your business.
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‘For You’ Page – Take the time to scroll through content that surfaces on the ‘For You’ page. This will give brands an idea of trending videos relevant to the content they like and publish.
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Sound Button – Sounds are a key factor to the TikTok experience and can help videos reach more users on the platform. When a user creates their own videos, there is an “add sound” button at the top of the screen that will display the current top audio uses, as well as highlight new releases and emerging artists to check out.
Brands have to be constantly monitoring trends and creating new content to understand what is engaging. We suggest brands consume content daily within the app to understand viral trends and trends relevant to their industry.
Viral Challenges
One of the best ways to go viral on TikTok is to participate in viral #hashtag challenges. These are often created by influencers or brands as a means of native advertising, as seen by E.L.F.’s #eyeslipsface challenge or Chipotle’s #guacdance challenge.The goal is to find viral challenges where you can add your own brand twist. For example, check out EA Sports’ viral #PlayWithLife challenge.
@calikessy Outfits changed in a second? How cool👀✨I’m ready for the #playwithlifechallenge! What outfit was your fave? @thesims #playwithlife #SpieleSchicksal
♬ #PlayWithLife - Raney Shockne
Duets
Duets are another highly successful and unique TikTok marketing approach. Duets allow a TikTok user to build onto a brand’s existing video by filming alongside the original as it plays. The result is a side-by-side video stream that simultaneously plays the brand's content and user's addition via a split-screen.
Duets allow and promote individual participation with a brand in a more organic way compared to traditional advertising. In fact, it’s a highly effective way to connect with Gen Z. According to research by Marketing Dive, 82% of Gen Zers say they trust a company more if it uses images of real customers in its advertising.
See how Gordon Ramsey uses duets to judge creators' best dishes!
@gordonramsayofficial #duet with @thatdudecancook Show me your carrots you donut !!!!! #fyp #ramsayreacts #showmeyourcarrots
♬ original sound - Sonny Hurrell
Trending Features
"Dreams" by Fleetwood Mac might have been an iconic song, but it took on a whole new meaning when one TikTok user went viral after using the track in his video, longboarding while drinking Ocean Spray cranberry juice.
Whether it’s music, freeze frames, filters, or more, TikTok has a variety of features that become popularized by users over time.
See how Lysol created their Lysol Branded Effect to encourage creators to stay committed to healthy habits while having fun.
@keke.janajah On my @LysolUS #HealthyHabits6Step vibe. Keep up if you can. 💛 #ad
♬ HealthyHabits6Step - Twista
Explore TikTok Content Creation
Creating content is all about knowing your audiences and your brand’s priorities. If you’re looking to level-up your brand’s social media roster, let us help you discover a TikTok strategy tailored toward your goals. Contact us today to hear more about our social and content offerings!
Discover more about TikTok Marketing in Part 3 of our series!