TikTok has proved its far more than a lockdown one hit wonder. Even after lockdown had eased in the UK and countries around the world have started to settle into a ‘new normal’, TikTok is still dictating trends, providing a much needed space for Gen Z’s escapism, and helping more brands than ever go viral on the platform.
Whilst we might believe that TikTok lends itself better to some brands more than others, we’ve discovered that more unorthodox brands have driven real results from utilising TikTok’s talented creators, tools and behaviours in their favour.
At Fanbytes, we have our very own secret weapon that gives us unparalleled access to TikTok data to inform our clients’ strategies and deliver important insights that will help us understand the platform better.
This industry-leading in-house TikTok analytics tool allows us to successfully analyse hashtags, content, and accounts from various different niches, and create comprehensive reports on the overall performance of them. What’s more, this data helps us identify and predict trends before they even happen, making it our own little time machine.
我们利用此工具来组装本文的一些见解。是否想找出谁在我们的名单上找到最激动人心的品牌，以赢得Z世代在Tiktok上获得认可的邮票？继续阅读。
3 Unlikely Brands Winning Gen Z’s Stamp Of Approval On TikTok:
Manscaped
It’s not everyday you are entertained and delighted by a men’s grooming tool on TikTok, but@Manscaped在这里改变了这一点。他们通过通过幽默来教育消费者对他们的产品进行教育。
At Fanbytes, we swear by the ‘make TikToks, not ads’ approach for our clients; leveraging TikTok-friendly formats and trends that we know users love and applying it to brand content. Manscaped do this very well - as you can see from a screenshot pulled from our Bytesights tool below, they’ve seen a 16.1% increase in followers and an above average engagement rate of 15.42% across their content.
They also have a central figure throughout all of their content, giving their profile the ‘brand stamp’ it needs so that users can automatically identify within a few seconds of watching their videos that it’s a ‘manscaped’ TikTok.
This is oneof their highest engaged posts with a 20.18% engagement rate. They tap into Snapchat culture, with the text meme ‘snaps you’d get if we were dating’ whilst simultaneously poking fun at the stereotypical ‘TikTok boy’ who bites his lip and performs a ‘thirst trap’. Following this, the video shares very candid self-deprecating text memes which users loved, given the amount of positive comments under the video.
@manscapedswipe right♬ Instagram benvelazquezzz - ʙᴇɴᴊᴀᴍɪɴ
Self-deprecation is a staple in Gen Z humour as it makes themappear offbeat or quirky. We’ve seen many brands try to make themselves relevant by utilising self-deprecating memes but most come across self-unaware and get ridiculed. @Manscaped is a brand who does it well and Gen Z says so.
This is另一个高度投入巨大的28.74% engagement rate. They leverage the native TikTok feature called ‘duets’ here to blend in with the TikTok feed and captioned it: “POV: you’re asked to come on stage at the local library’s talent show”. The term ‘POV’ is common TikTok terminology adopted by users across the TikTok universe and helps position Manscaped as TikTok-friendly and a brand who is dedicated to learning and embracing the nuances of the platform and its users.
@manscapedPOV: you’re asked to come on stage at the local library’s talent show @christinebarger♬ Whats Your Talent - Christine Barger
ACCA
ACCA（特许认证会计师协会）是领先的专业会计机构。然而，尽管处于会计资格的最前沿，但在吸引年轻观众方面，ACCA仍面临重大挑战。觉得他们的定位是“沉闷”，“无聊”，“精英”和“独家”的定位，’Acca成为了Fanbytes，为他们的青年营销提供了新鲜而激动人心的方法。
A core part of their brief was to drive sign ups to their online event in partnership with The Guardian. This event, called ‘Breaking the Class Ceiling’, was a free event in which a panel of experts discussed how to improve the representation of different socio-economic backgrounds in certain careers such as accounting.
To fulfil the brief, we chose TikTok influencers from a diverse range of socio-economic backgrounds. We wanted people who didn’t look like the ‘typical’ accountants; people who would fit the mould and break down stereotypes.
One of our most engaged influencers was@deafimmywho put together an uplifting and empowering piece which inspired others with disabilities to attend this event, as well as
doing a job interview roleplay with her mum. She received a vast number of positive comments from users with disabilities, saying how they had struggled with their own career paths and how they were going to attend the event.
@deafimmyDisability doesn’t stop you! Event link in my bio. ACCA AD♬ original sound - Deaf Girl with Rainbow Hair
Another great example comes from@Gelikanuwho often posts about careers and university, and so was a perfect addition to this campaign. She also comes from a disadvantaged background herself so was able to create a piece of content about social mobility that really spoke to her followers.
We reached and engaged Gen Z on their native platform of TikTok with a disruptive activation. We over-achieved the KPI of 1 million views with 1.5 million views and had a high number of comments and interactions with our influencers from their Gen Z audience. What’s more, we achieved nearly 10K click throughs to the event page on Eventbrite. This was the highest number of sign-ups for a Guardian event, and are now their go-to Gen Z partner and working on another event for ACCA off the back of this success.
@mandsfood
M＆S以“这不仅仅是任何tik tok页面”来进入Tiktok场景。（我知道您在脑海中完成了这句话）。利用他们臭名昭著的珀西猪的声誉，利用#FoodTikTok和responding to viral trends and news, M&S food have successfully driven 101k followers, over 1.5 million likes and a 14.58% engagement rate on their profile.
Let’s begin with the obvious profile-hook: Percy Pig. What a lot of unorthodox brands don’t realise when they get on TikTok is that they don’t have to completely reinvent themselves to win the hearts of its users. It’s as simple as taking something people already know and perhaps, love, about your brand and applying it in a way that works for the behaviours and content on the app.
Take this video as an example- it is one of the most engaged videos on their profile, boasting a 25.78% engagement rate. They took aviral sound(397.3k videos) which users incorporated into their videos to share their glow ups and shared a before and after picture of Percy Pig. This went down a treat and drove 651.5k views and 163.1k likes.
@mandsfoodThis is not just any glow up...#percypig ♬原始声音——玛莎百货食品
This videoalso performed well with a 18.29% engagement rate. They share their new Percy Pig pancakes by layering them up and decorating them to share with their audience. This was a good move as they tapped into an increasingly popular community of food enthusiasts on the app.#FoodTikTokhas 14.9 billion views and TikTok has responsible for the recipes such as #DalgonaCoffee, #FetaPasta, #TortillaTrend and #pestoeggs to go viral.
@mandsfoodPERCY. PIG. PANCAKES Here’s some flippin’ good news. Perfectly pink Percy-flavoured pancakes, smothered in our Percy Pig dessert sauce.♬原始声音——玛莎百货食品
Ultimately, M&S Food’s success has come from capitalising on one of their biggest brand identifiers amongst a younger audience, Percy Pig, as well as jumping on viral trends and tapping into engaged communities.
In Conclusion
Time and time again, TikTok has shown how impactful it can be in driving results for all types of brands. These brands may not have been deemed Gen Z-friendly straight off the bat but managed to make waves and win their hearts. The same can happen for you, as long as you’re doing the work to understand your audience better and the trends on the platform. Every Tuesday, we send out a TikTok trends newsletter where we reveal the top 3 trends going viral on TikTok every week, and discuss why it’s a trend and how brands can utilise them. To access these insights,click here to sign up.
Author bio:
Shelly Chadha
Shelly is the Content Manager at Fanbytes, an award-winning influencer marketing agency that is dedicated to bringing you the latest Gen Z insights. Fanbytes has helped top brands such as Universal, Missguided, Mcdonalds & youGov win the hearts of young people on social media. She heads up Fanbytes' content strategy, and her insights can be seen in top marketing publications such as The Drum & Talking Influence.
