TikTok has become a game-changer for brands. This platform, with its focus on short-form, engaging video, has become a launchpad for unexpected brand success stories.From reviving the image of a classic shoe to catapulting unknown companies into the global spotlight, TikTok’s unique format rewards creativity and authenticity.
This article explores three such fascinating worlds of brands on TikTok, uncovering strategies that sent them from obscurity to the forefront.
Duolingo: Duolingo, the language learning app, was already a well-established name before TikTok exploded onto the scene. However, the platform proved to be a rocket booster for Duolingo’s popularity, particularly among younger generations. Their success story serves as a prime example of how brands can leverage social media for explosive growth.
The key for Duolingo was understanding their audience. They recognized a significant overlap between TikTok’s user base and their core demographic. To resonate with these younger users, Duolingo embraced humor and relatability in their content. Duolingo’s TikTok persona is playful and self-aware. They use funny skits featuring a personification of the app itself and other characters like their mascot, Duo the Owl. These characters deal with relatable situations we can all identify with, like the struggle to stay motivated while learning a new language.
This focus on entertainment goes beyond just humor. Duolingo keeps a pulse on trending sounds and challenges on TikTok. This approach not only makes language learning feel more accessible but also positions Duolingo as a brand that’s in touch with current trends and internet culture. By seamlessly integrating themselves into the world of TikTok, Duolingo has created a space for Gen Z to interact with the brand on their preferred platform. They’ve transformed language learning from a chore into a fun and engaging experience, propelling Duolingo to stardom among a whole new generation.
Fenty Beauty: Fenty Beauty, the brainchild of cultural icon Rihanna, has become a powerhouse not just in the beauty world, but also on the social media platform, TikTok. Recognizing the app’s potential for short-form, visually-driven content, Fenty Beauty targeted their strategy towards the Gen Z audience that thrives on TikTok.
Their initial move was bold – creating the Fenty Beauty House, a dedicated space for creators to churn out engaging TikTok content featuring Fenty Beauty products. This investment paid off massively. Within just three weeks, the #fentybeautyhouse hashtag garnered over 93 million views, and Fenty Beauty’s TikTok following skyrocketed by a staggering 1180% in a single week.
But Fenty Beauty’s success goes beyond simply being present on TikTok. They understand the importance of authenticity and transparency. Their content strategy features glimpses into the product development process, showcasing the diverse team behind the brand. This approach fosters trust and a genuine connection with their audience.Education and information are also central tenets of Fenty Beauty’s TikTok presence. Informative tutorials demonstrate how to achieve various makeup looks using their products. Additionally, TikTok becomes a platform to unveil new offerings, generating excitement and anticipation amongst their followers.
However, what truly sets Fenty Beauty apart is their unwavering commitment to diversity and inclusivity. Their TikTok content reflects this value by featuring a wide range of skin tones and types in makeup tutorials. Collaboration with creators from diverse backgrounds further solidifies their position as a brand that celebrates inclusivity.Through their strategic approach, Fenty Beauty has established itself as a dominant force on TikTok. By understanding their audience, prioritizing authenticity, and consistently creating engaging content, Fenty Beauty has not only expanded its reach but also fostered a loyal following on the ever-evolving social media landscape.
Ryanair: Ryanair, the budget airline known for its no-frills approach, has taken a bold step into the world of social media, particularly TikTok. Their strategy throws out the traditional customer-centric approach, opting for a more humorous one that pokes fun at both the airline industry and their own shortcomings.
Imagine a world where a company embraces the very things customers complain about and turns them into comedic gold. That’s Ryanair on TikTok. They revel in the “terrible service” they provide, secure in the knowledge that their rock-bottom prices leave passengers with little choice. From joking about charging for breathing to mocking complaints about flights “no one forced them to book,” Ryanair doesn’t shy away from the negative stereotypes. They even celebrate inconvenient features like windowless window seats and hefty baggage fees, all delivered with a healthy dose of self-deprecating humor.
But what truly sets Ryanair apart is their ability to transform negativity into engagement. The key ingredient? Self-awareness.They readily admit they aren’t a luxury airline and don’t offer the same level of comfort as their competitors. In fact, they create content that highlights these shortcomings, like cramped legroom and a lack of inflight entertainment – but they do it in a way that makes you laugh.
This approach fosters a sense of trust. By acknowledging the things customers dislike, Ryanair shows they’re actively listening and not afraid to poke fun at themselves. It’s a refreshing change from the overly polished portrayals often seen on social media.
Ryanair’s success hinges on authenticity – the very currency that drives engagement on platforms like TikTok. They prioritize creating relatable and entertaining content, not pushing hard sales. This strategy has resonated with audiences, propelling them to TikTok stardom with engagement rates exceeding the platform’s average.
With an engagement exceeding TikTok’s average values in 2022 – recording an average engagement rate by views of 9.6%, Ryanair has proven that success on TikTok doesn’t require a five-star experience. They’ve turned negative perceptions into a recipe for social media fame, demonstrating the power of humor and self-awareness in today’s digital landscape.
These are just a few of the lessons learned from these TikTok success stories. As the platform continues to evolve, one thing remains certain: brands that embrace creativity, authenticity, and a deep understanding of their audience will be the ones who truly thrive in the world of TikTok.
Summary
This article explores how three seemingly different brands – Duolingo, Fenty Beauty, and Ryanair – have all achieved remarkable success on TikTok.
Duolingo, the language learning app, recognized a perfect opportunity to connect with a younger demographic on TikTok. They leveraged humor and relatable content to resonate with this audience. Funny skits featuring their mascot, Duo the Owl, and keeping up with trending sounds and challenges made learning a new language feel less like a chore and more like fun.
Fenty Beauty, Rihanna’s makeup brand, took a strategic approach targeting Gen Z on TikTok. They established the Fenty Beauty House. This initiative, coupled with prioritizing authenticity by showcasing the product development process and featuring a diverse team, fostered a genuine connection with their audience. However, the most significant factor in their success was their unwavering commitment to diversity and inclusivity, reflected in their tutorials featuring a wide range of models and collaborations with creators from diverse backgrounds.
Ryanair, the budget airline known for its no-frills approach, took a bold and unexpected route on TikTok. They cleverly joked about things customers often complain about, like baggage fees and cramped legroom, delivered with a healthy dose of self-deprecating humor. This self-awareness, along with their ability to transform negativity into engagement, built trust with their audience. By not shying away from self-deprecation, Ryanair showed they were actively listening and unafraid to laugh at themselves, offering a refreshing change from the overly polished portrayals prevalent on social media.
In conclusion, these three success stories demonstrate the power of creativity, authenticity, and a deep understanding of the TikTok audience.
Pointers
Know Your Audience: Align your brand with TikTok’s core users. Duolingo used humor to connect with younger demographics.
Be Creative & Authentic: Ditch traditional marketing. Create engaging content that reflects your brand’s personality. Fenty Beauty showcased their team and embraced inclusivity. Ryanair used self-deprecating humor to poke fun at the airline industry.
Master Short-Form Video: Leverage TikTok’s format for bite-sized, visually appealing content. Duolingo incorporated trending sounds and challenges. Fenty Beauty created tutorials and product reveals.
Focus on Engagement, Not Sales: Build connections with viewers, not pushy sales pitches. Ryanair created relatable content without heavy sales messages.
