Many brands have stepped outside their traditional audience groups to reach communities with niche interests that have found homes in TikTok. In 2022, for example, Gucci went beyond the high standards by collaborating with TikTok trainspotter Francis Bourgeois.
And for the Super Bowl last year, CeraVe partnered with actor Michael Cera—not on social media—and influencers outside of skin care, like podcaster Bobbi Althoff, to create the busy weeks before his announcement.
Move at breakneck speed
The ability to go viral on TikTok right away has led to an endless cycle of quick measures that must be managed by marketers by accelerating the creative process.
“The hype cycle was faster and faster,” Archer said. Over a few weeks last year, Brat Summer released the Demure Fall, encouraging brands from Verizon to Zillow to move at a faster pace to find relevant TikTok content.
In order to enable this fast way of working, Henry said that he and his AMV BBDO colleagues set up WhatsApp groups with their customers and business groups “to be able to respond to something in two hours and two weeks.”
“[Before TikTok]The branding process was a little slower, and there was a lower degree of risk that they were willing to tolerate,” Walters said. “[Since TikTok]many brands and CMOs are laid off and rely more on their teams.
Now that the Supreme Court has upheld the ban, some marketers overwhelmed by the speed and volume of content they need to feed TikTok participation may breathe a “sigh of relief,” the report said. said Walters.