How TikTok is helping brands evolve beyond exclusive TV and tentpole activations
Brands can connect with highly engaged audiences and participate in culture as it's happening on the platform.
From the Olympics to the Met Gala and more, we're seeing our community interact around these moments differently on TikTok. Brands can connect with highly engaged audiences and participate in culture as it's happening on the platform. Curious how that engagement on TikTok compares to TV?
TikTok communities are leaned in and take brand engagement beyond the demographic.
Tentpoles are an opportunity for brands to participate in the fun, inviting, and authentic content TikTok users rally around. On TikTok, moments lead to movements, and tentpoles are a gateway for brands to join in.
The Big Game is the latest example - brands turned to TikTok to complement or even supplant TV stories.
TikTok hashtags show how tuning in to cultural moments like the Big Game continue to grow.
As Paul Rudd and Seth Rogen reminisced about their hilarious Golden Memories during Lay's Big Game spot, the #LaysGoldenDuet Branded Hashtag Challenge invited the TikTok community to make some memories of their own. Some of TikTok's favorite creators, including @theoldgays and @therealrahulrai, supercharged the challenge - #LaysGoldenDuet is at 6.1B views and counting!
In a statement made to AdWeek, State Farm said its agency partners at The Marketing Arm, which created the insurer’s 2021 Super Bowl ad, focused on TikTok "to meet the next generation of consumers by showing up where they’re spending their time and in spaces that they’re interested in."
Tap into these tips for tentpole success on TikTok.
1. Craft the Formula - determine where and how your brand should activate engaged fandoms; complement your big buys with our diverse and impassioned communities.
2. Dive Deeper - extend the story and keep building your world with exclusive content, behind-the-scenes access, and updates directly from creators or brand personalities.¹
3. Invite Them In - tap into the power of co-creation on TikTok by enticing audiences to join in on your brand's story through tools like Stitch, Duet, Reply (and don't forget the comments section!).
1. For detailed information about TikTok's branded content toggle and our policies regarding what can be posted as branded content on TikTok, please refer to our Branded Content Policy here.