![]() that’s not us! ? Get a full Fenty Face w/ the link in our bio! #nottheone #beautytips #FavoriteMemory #beautytutorial Instead, it simply relies on the popularity of the influencers as well as audience investment in the brand and its products. The emphasis is on subtle here, as according to Vogue Business, the brand has not run any paid media to promote Fenty Beauty House. While the coronavirus pandemic has forced the creators to continue working remotely rather than together, the group continues to post fun and subtly-branded content. Fenty Beauty was one of the first brands to create its own collab house, forming the ‘Fenty Beauty House’ with five TikTok creators earlier this year. ‘Collab houses’ are where social media influencers live together to further expand their social media careers. ![]() While sport is of course its main draw, humour remains a core USP – one of its most popular videos involves NBA mascots throwing cakes into fans’ faces. With 11.6m followers, the NBA has built a large and loyal following on the platform. One of the reasons NBA content is so successful on TikTok is the variety of content it produces – which ranges from sporting challenges to behind-the-scenes pranks – as well as the amount of videos, with the brand typically posting five to six times per day. The NBA was one of the early adopters of TikTok, but the coronavirus pandemic (and the suspension of the basketball season) has meant that it has increased its focus on the platform. As a result, Elf Cosmetics was one of the first brands to prove the potential of the platform as an advertiser, also spurring on Elf and many other brands to create similar campaigns with original branded audio. The campaign’s success largely stems from the fact that it was deliberately designed to feel native to TikTok (rather than cut and paste from other platforms). In response, Elf Cosmetics created its own music video to coincide with the release of the song in full. The song ended up going viral – not only on TikTok but other platforms including Instagram and YouTube. The campaign involved the creation of an original song (called ‘eyes lips face’) to go alongside the brand’s hashtag challenge.Ī number of influencers promoted the song in their own videos, which then spurred on other celebrities and users to do the same. With four billion views and three million user generated videos, Elf Cosmetics’ ‘Eyes Lips Face’ challenge has been described as the ‘ most influential campaign on TikTok’ to date. Here are eight of the best examples of brand marketing we’ve seen on TikTok so far. ![]() Naturally, brands of all kinds are now getting involved, trying to engage TikTok’s user base. Now with 800 million monthly active users, TikTok has quickly risen to become one of the most popular social media platforms of 2020.
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