TikTok: Small brands doing big numbers

Post by Raphael Schwarz

TikTok has gained immense popularity in all age groups in recent years.  According to internal TikTok data, the average time spent in the app per day in Germany is 90 minutes. For comparison, a survey in Germany found that the average time spent on Facebook is 21 minutes and Instagram is 17 minutes.

The strong Growth of TikTok

According to a Statista Global Consumer Survey in February 2023, TikTok is now the fourth most popular social media platform behind Facebook, YouTube, and Instagram. The growth of TikTok is primarily due to the innovative and entertaining short videos that are posted on the platform. TikTok offers businesses a unique opportunity to connect with potential customers and promote their products and services.

In Germany, 25 million people use the short video app every month.

Streetwear, Chocolate and Gardening

Trikko is a young Spanish fashion label that specializes in streetwear. The brand uses AI-voice videos and drop systems to promote its products. The videos are produced by the brand itself and are high-quality and creative. They directly address the brand’s target audience, which sees itself as “game-changers.” To gain access to the website, users must sign up for Trikko’s email list. If you are too lazy to do so, the brand is not for you.

Check out one of their videos here:

@moadghajjate Join the waitlist – link in bio! Dropping July 13th 🚨 #fyp #clothingbrand #brandowner #viral ♬ original sound – Moad

Epic Gardening is an online shop that specializes in gardening supplies. The brand generated over €8 million in revenue in 2022 and has over 2.8 million followers on TikTok. The brand’s main attraction is its educational videos on TikTok. The videos show how to grow vegetables, fruits, and herbs. The videos are very popular and have over 10 million views.

Tabs Chocolate is a chocolate brand from the United States that specializes in bedroom chocolate. The brand has over 100+ accounts on TikTok. That’s right, accounts. Tabs focuses on quantity over quality. They use a network of creators who produce and test many different video formats to go viral as often as possible. This strategy generated over $3.8 million in revenue in 2022.

TikTok Präsentation

How to Be Successful on TikTok?

Now you are probably wondering: How can a brand replicate this success?

Well, there is no one-size-fits-all answer. However, all three brands from the presentation have one thing in common: They directly address their target audience in their videos.

This is for all the Gamechangers out there.

This helps the algorithm, but also interested people to find your videos. Many brands also follow the approach: Educational content first. This means that not every video is used to present or sell products. Epic Gardening mentions their products and online shop in only about every fourth video. This creates a loyal community that is looking forward to educational content.

Important Tips for a Successful TikTok Strategy

To implement a successful TikTok strategy, follow the following best practices:

  1. Educational Content first: TikTok is a visual platform, so it is important to create high-quality content that is engaging and captures the attention of users. Users don’t want to constantly feel like they are being sold to.
  2. Target your audience directly: Who is your ideal customer? What characterizes them? Use these words specifically in your videos.
  3. Engagement: TikTok is a social platform, so it is important to interact with your followers. Comment on their posts, like their videos, and answer their questions. This will build a relationship with your followers and create trust.
  4. Be creative:Lastly, be creative! TikTok allows many missteps. If something doesn’t work, it has little consequences, since it doesn’t get many views anyway. Quantity wins.

Take Advantage of TikTok Reach and Secure the Future of Your Marketing

In conclusion, the relaunch on TikTok is certainly a challenge for established brands. With the continuous growth of the platform, companies need to adapt in order not to miss the train here either. TikTok must certainly be thought of somewhat separately from all other platforms.

A success on TikTok certainly secures brands for the future, and is already showing great successes for many.

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