TikTok and Brands: Are Brands Targeting TikTok as Their New Promotion Tool?

TikTok logo

TikTok the hottest short video platform right now is also the hot platform for brands. To promote their products and create a buzz across the globe. Different brands and advertisers come up with challenges on TikTok. Ones that suit their marketing strategies. They make use of millions of youngsters to make a buzz. Be it a #SwagStep challenge featuring celebrities Tiger Shroff and Disha Patani for Pepsi’s ‘Har Ghoont Mein Swag’ campaign. Or Lay’s ‘Wavez4India’ challenge. It shows how different brands and advertisers are coming up with their ideas. To make use of millions of TikTok youths who are up for any challenge that one throws in TikTok. Also, know more about the latest TikTok challenges here.

With over a billion downloads and over 2 billion views a day of content. TikTok is targeted by many brands, advertisers, and marketers. There are more than 500 million active TikTok users worldwide who spend 52 minutes on the app per day. Of the 500 million active users TikTok has, 66 percent are below 30 years. This age group users are known as Generation Z. Generation Z is important for any brand to do well in the market. Since they are the trend makers and breakers. A brand backed by Generation Z is more likely to succeed in the long run. Other attributes of Generation Z are creativity, easy to manipulate, risk-takers, highly challenging. These attributes of Generation Z makes them ideal tools for marketing.

TikTok makes for a grand market for brands to dive into. It is cheaper and more efficient for advertisers to promote their products on TikTok. They can easily make loyal followers by taking advantage of generation Z compassion. The loyal followers of their brand are their key to outdo their competitors. It is basically a win-win situation for brands, marketers, and advertisers. Spent less on the advertisement, gain loyal followers of the brand. And in the meantime outdo their competitors. This is exactly what the brands and marketers are doing at the moment. You can also learn more about the TikTok brand marketing strategy of different brands in the section below.

Here below is the list of brands: One that has utilized TikTok to make a wave and gain a large number of loyal followers.


#SwagStep challenge by Pepsi.

The world’s second-largest beverage brand Pepsi is one of the few top players to have utilized TikTok for its campaign promotion. If you are someone who is on TikTok or someone who likes to pass time laying down and watching Tv. You might have come across Pepsi’s campaign ‘Har Ghoot Mein swag Hai’. Or the #SwagStep challenge which encouraged TikTok users to share their versions of the ‘hook step’ via the app. The campaign was launched earlier this summer. It featured Tiger Shroff and Disha Patani doing the #SwagStep challenge. The challenge soon became one of the most viewed challenge videos on TikTok with over 15 billion views to date.

2. Lays:

#wave4india challenge by lays.

Lays is the name of a brand for a number of potato chips varieties. Itis also the name of the company that founded the chip brand in the United States. It is owned by PepsiCo since 1965. In July Lays introduced a new challenge called #Wavez4India challenge. A challenge featuring a famous Indian Cricketer Yuvraj Singh shaking a leg. And urging fans to join the campaign while creating a ‘Wavez4India’ step. In a matter of days, this campaign became a hit and got more than 2 billion views within three days. This shows how great of a response TikTok challenges are able to produce with the help of generation Z.

3. PUMA:

#sockthem challenge by Puma.

Puma is a German multinational company. The company designs and manufactures athletic and casual footwear, apparel and accessories. It is among the top 3 largest sportswear manufacturers in the world. Puma introduced a #SockThem challenge. A challenge where users jiving in a 15-second video went viral in no time. More than 1.5M #shockThem videos were uploaded in TikTok. It accumulated a total of 1.7 billion views.

4. Too Faced:

Too faced
#Tfdamn girl before and after effect challenge by Too Faced.

It is a cosmetic brand located in the United States. The cosmetic company offers a wide variety of innovative cosmetic products. Products like lip gloss, eye shadow palette, mascara, foundation creams. The Too Faced company noticed the magic of TikTok when one of its Lip Injection extreme lip gloss sold out. Later they found out that their product was being used by youths on TikTok. In making before and after effect videos in TikTok.

Too Faced cosmetics soon started approaching TikTok influencers for their new campaign. With help from influencers, Too Faced introduced a challenge #TFDamnGirl. Showing before and after effects, of their newly launched product, a mascara. The campaign was a hit and had collective views of 821 million.

5. Uniqlo:

#Utplayyourworld challenge by Uniqlo.

Uniqlo Co. Ltd. is a Japanese company known to design, manufacture, and retailer casual wear. The company’s head office is located in Japan and it operates in several other countries. Uniqlo became the first brand on TikTok. By launching a multi-market campaign across the United States, France, Japan, and Taiwan.

The company launched a #UTPlayYourWorld campaign. Asking users to participate and upload their videos with the hashtag. Videos showing their passion and creative pursuits wearing their favorite Uniqlo outfits. Uniqlo announced that the top video would become the brand’s own content. It would be played on Uniqlo stores worldwide. This idea worked like a charm for the company and accounted for over 575 million views worldwide.

This Concludes to:

TikTok becoming an advertising hub for brands, marketers, and advertisers worldwide. Generation Z is a crucial force, one that can make and break trends. TikTok is the current favorite of the youths. Thus it is more likely to attract the attention of more brands to launch their campaigns via TikTok. Since it is more effective and is a cost-effective marketing strategy.

It is a beneficial move for any brand that wants to have millions of loyal followers. Ones that are willing to fight for their preferences. So basically, brands can take advantage of such loyal followers. In gaining more popularity at a very short interval of time. All that they need to do is throw a challenge making use of the app and sit back and watch.

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