Chapter 11: Marketing w/ Tiktok

TikTok has grown incredibly fast, evolving from the quirky short-video app to a powerful marketing platform that brands are using to connect with millions of people worldwide. It launched in 2016, and now, with over 1.5 billion users, it’s become the go-to place for reaching Gen Z and Millennials. While brands are diving into TikTok to find new audiences, my own experience with the app is a bit more laid-back. Mostly, I’m there for the laughs, watching comedy clips, viral challenges, and funny skits that make the rounds. I haven’t been tempted to try TikTok Shop, mainly because I’m not entirely convinced it’s a place I can trust for shopping.

For businesses, though, TikTok’s a game-changer. Brands that really nail it here use TikTok’s unique features to pull off creative, interactive campaigns that don’t feel out of place in people’s feeds. Having a business account opens up tools to make content more visible and engaging. I’ve seen big names like Chipotle and Crocs use TikTok in smart ways that make people want to interact, like Chipotle’s #ChipotleLidFlip challenge, which got customers to try the trick themselves and share it. Crocs often taps into fun branded effects that let users play around with their content, making it feel less like an ad and more like part of the TikTok experience.

TikTok’s own playbook for brands highlights a few strategies that seem essential, like using catchy captions, adding trending sounds, leveraging hashtags, and mixing up content to keep things interesting. Watching comedy creators has shown me how they use humor and music to make their videos feel relatable and entertaining, and brands that do this well blend in seamlessly. I notice that the ads and brand content that grab my attention don’t feel like ads at all. They just feel like good, shareable TikToks.

Even though TikTok Shop is available, I haven’t felt the urge to buy anything from it yet. Trust is a big factor, and I’m more comfortable sticking to brands I know from other platforms. My hesitation with TikTok’s shopping feature hints at an opportunity for brands: if they can build trust in TikTok’s shopping experience, they might win over users like me who are curious but cautious.

At the end of the day, TikTok marketing really thrives on a brand’s ability to be relatable and connect authentically with users. While I may not be shopping on TikTok, I can see the platform’s huge potential for brands to reach people in a unique, personal way. The brands that succeed here are the ones that feel genuine, making the experience more memorable for all of us scrolling through our feeds.

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