Case study: 3 brands getting it right on TikTok
A while back, we had Cultural Analyst & Creator, Megan Collins do a deep dive into Lizzo’s TikTok presence. The singer and YITTY founder has amassed over 26M+ followers on the platform and used her fanbase to help her hits like About Damn Time to go viral.
Through our analysis of the grammy winner’s content, we identified 3 strategies marketers could adopt from Lizzo. Now we’re “circling back,” and showing you three brands that are exemplary of the strategies we recommended. Hopefully, these brands that are winning on TikTok will inspire you to adopt these practices into your own strategy.
Rule #1: Play by the platform's rules & lean into trending audios like Anastasia Beverly Hills.
WHAT WE SAID: On TikTok that means fun first, sell second. More than any other platform, think of each individual TikTok post as a building block of a larger more complete picture with just enough to keep them wanting more rather than a total advertisement for your brand/page.
WHO’S DOING IT WELL: Anastasia Beverly Hills has perfected TikTok’s rules the way they’ve perfected their world famous brows. In fact, recently, Oprah hosted a 25th-anniversary star-studded celebration for the brand with the likes of A-listers like Jlo, Kim Kardashian, Jessica Alba, and several others. Meanwhile over on TikTok they’re not afraid to lean into the absurdity. Via the brand’s TikTok account you can watch oddly satisfying foottage of what looks like a hot sword slicing through the brand's new lipstick to the viral audio “Katana Wins.”
Rule #2: Act like a peer. Elevate other creators and the insider culture they’re creating like Crocs.
WHAT WE SAID: One of the ways Lizzo validated Gen Z culture and creators is through consistent shoutouts to creators with fewer followers.
WHO’S DOING IT WELL: Beloved by GenZ, Crocs works very closely and frequently with creators on TikTok. For instance, they tapped fashion creator @angemariano to lend her signature quirky cute style and comedy to show off their products in a fun way. By continuously elevating a plethora of creators, the brand is not just tapping into the influence available on TikTok, but celebrating it making them a brand that creators want to work with.
Furthermore, they’re validating the way grassroots trends and inside jokes GenZ is creating around Crocs. This recent post uses the term “sport mode” referencing the popular meme and validating its Gen Z customers.
Finally Crocs does a great job balancing their UGC with creative feels more professional and ad-like. They’re doing an excellent job acting like a peer, without overdoing it.
Rule #3: Don’t take yourself too seriously. Play with the audience's expectations and create a spectacle like Fenty Beauty.
WHAT WE SAID: While many artists are tempted to approach the app differently because they’re already established, Lizzo proudly embraces the app like a regular creator. This unpretentious approach is endearing to TikTok users.
WHO’S DOING IT WELL: Rihanna may have been the star of the Super Bowl halftime show but she used the moment to put her cosmetic empire, Fenty Beauty front and center. Leading up to the big game, the brand ran an impressive social offensive with teasers and exclusive products. Our personal favorite was the scroll-stopping video they dropped on TikTok. The simple animation features footballs being saturated with color, highlighting the brand’s iconicly diverse shade range. The brand took its game-time momentum to make a tongue-in-cheek statement: who says football can’t be glam? Inundated with advertisements, the TikTok audience is hungry for brands who take risks and lean into the absurdity of the platform.