Jan 14, 2022
In our ‘5 Successful Social Media Campaign You Can Learn From’ blog, we looked at how marketers can use the five big social media platforms (Facebook, Instagram, Twitter, LinkedIn, and YouTube) to increase reach and drive conversions.
This time, we’ll explore new and emerging social media platforms that marketers might overlook when developing their campaigns to see what a successful social campaign looks like. These are TikTok, WeChat, WhatsApp, Snapchat, and Twitch
Let’s kick off with the biggest disruptor in the social media space: TikTok!
Launched in 2016, TikTok has more than 1 billion monthly users. Although that’s fewer than Facebook or Instagram, it’s more than Snapchat or Twitter. The platform is particularly popular with people under 30. Active users spend around an hour per day on TikTok.
TikTok is a short-form video platform. TikTok videos usually last between 15 seconds and one minute, though they can last up to 10 minutes. The platform has become well known for its entertainment value, as people share funny videos, dance routines, fashion tips, and humorous mash-ups.
TikTok can be an effective marketing tool when used well by marketers to engage audiences via authentic, bite-sized video formats. If you can tell your brand story within a minute, you’re likely to engage a TikTok audience. Plus, TikTok videos are often reshared on other platforms, meaning that your video content will be seen by a huge range of audiences.
Brands do need to have a good understanding of what makes the platform work and what content is most effective on it. For example, instead of just posting content, brands should consider offering added value such as music and challenges that users can tailor. This means that brands have to give up some control of their story and image to gain traction on this app. However, it’s worth making the effort as a lot of impulse purchases take place on TikTok.
Jumping on trends is a key way to get your brand seen on TikTok. Ocean Spray made great use of a viral video (28.5 million views) that featured Nathan Apodaca drinking from a bottle of Ocean Spray on his way to work on his skateboard while singing along to Fleetwood Mac’s ‘Dreams’.
The brand capitalized on the popularity of the video by sending Nathan a red pick-up truck full of Ocean Spray products in which he replicated his original post by singing along, drinking Ocean Spray. The replica video has received 4.5 million likes and raised the brand awareness of Ocean Spray in a clever way that uses the power of user-generated content rather than branded or sponsored posts.