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Why Brands Should Consider Utilizing TikTok to Reach Their Audience

By Taylor Truitt, Creative Content Producer


Have you ever found yourself aimlessly scrolling through TikTok and next thing you know it’s been an hour?

The video-sharing social networking service, TikTok, has become a household name. It could be argued that people are spending more time on TikTok than any other social media apps such as Instagram and Twitter. The viral app contains a wide array of content from dance challenges to inspirational stories and more recently, TikTok has also been used for product promotion.

Often when scrolling through their feed, users can see other creators recommending or reviewing products from Amazon, sustainable clothing brands, and more.

























(Credit: @emmaatopp on TikTok) (Credit: @dennisgriffin33)



One viral trend is things TikTok made me buy, where users post a video including all of the things they have bought based on recommendations on the app.

Based on the content seen, users have reported everything from makeup palettes to vacuums.






















(Credit: @hannahstocking)



A lot of the content is based on user finds, but companies can utilize TikTok influencers and collaborate with them to get their products promoted.

Recently, Dunkin Donuts collaborated with TikTok influencer Charlie D’Amelio. D’Amelio has surpassed over 89 million followers on TikTok and Dunkin Donuts has since added a new drink to their menu, “The Charli,” in her honor.

By utilizing D’Amelio and her audience, Dunkin Donuts gained a lot of traction and publicity.

TikTok is heavily reliant on sponsored posts and often, brands collaborate with TikTok influencers to reach a wide range of people and bring attention to their products.

Collaborations and sponsorships with influencers are just some ways companies can make the most of TikTok; they can also have their own account and post content.

For instance, Walmart has their own account on TikTok with over 318 thousand followers and the company has come up with creative ways to promote certain products the store sells, posting videos about shopping for DIY costumes, all things pumpkin spice, and Cheetos.

Companies can have their own audience on TikTok and post content tailored to this audience.

TikTok has a reputation for being popular among teenagers, but all ages have a presence on the app.

According to Statista, Gen Z and Millenials make up a majority of TikTok users and with that said, companies who want to target those age groups should utilize TikTok to properly reach their audience.

When deciding what social media to post content on and create campaigns for, most companies will think of Facebook, Instagram, or Twitter, but TikTok should not be overlooked. The possibilities are endless with an array of tools to collaborate, do sponsorships, and create original content.

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