We’ve written many times recently about how TikTok is now one of the fastest growing apps. Indeed there have been times when it has held the top position for non-gaming apps in Apple’s iOS Store. It should come as no surprise, therefore, that many brands have now shifted a portion of their influencer marketing to the short video platform.
Generation Z, in particular, has flocked to TikTok. Therefore it is a natural place for brands that target the youth demographic to market. As we write about in our50 TikTok Statistics That Will Blow Your Mind，Tiktok的参与率比Instagram或Twitter更高。这使其非常适合有影响力的营销。金博宝188备用网址
Here are some great examples of brands that have realized the potential TikTok has to offer, helping them reach their target audiences.
12 Examples of Influencer Marketing on TikTok:
1.粘膜
2019年，Mucinex与四位Tiktok影响者开始了以万圣节为主题的运动，以在即将到来的流感季节中推广其产品（常规；这早于冠状病毒）。
The TikTok creators made and shared videos where they woke up looking like zombies. They grabbed Mucinex, and before long, they were dressed up and ready to party.
@jaydencroesDon’t let a cold limit your fun this holiday! I am##TooSickToBeSick##Mucinex ##赞助 ♬#toosicktobesick-加入挑战
They used the hashtag #TooSickToBeSick, launching the campaign as a challenge. This was the first time that TikTok has worked with an over-the-counter medicine product. The influencers knew they had to be careful not to break any laws relating to promoting medical products.
在万圣节（10月31日）和11月2日之间进行的挑战。最初的影响者视频鼓励其他Tiktok粉丝制作视频，在那里他们可以从病得很重变为“如此恶心”到准备庆祝万圣节。
The original sponsored hashtag challenge posts featured transformation effects found on TikTok and a unique sound created by Mucinex’s ad agency, McCann.
2. Too Faced
Too Faced Cosmetics experienced success on TikTok before they even knew the platform existed. They suddenly noticed that their Lip Injection Extreme plumping lip gloss suddenly sold out six years after they had introduced it to their range. They discovered that this was because the product had inspired a viral challenge on TikTok, where young users showed off the effects of the product with before and after videos.
This inspired Too Faced to work with TikTok influencers for their next product launch, Damn Girl mascara. The influencers used the hashtag #TFDamnGirl and shared videos of themselves applying the mascara and showing off their lashes before and after applying the product. The initial post shows TikTok Influencer, Kristen Hancher’s bare face lip-syncing. It then does an impressive transition into her wearing the Too Faced product. The campaign generated 821 million views of #TFDamnGirl videos.
3. Red Bull
Red Bull is one of the most innovative companies marketing online. They have set the benchmark for viral videos and demonstrate best practices for running their own social accounts and video channels. They also work with influencers across a range of platforms.
One of their recent influencer marketing sponsorships on TikTok is withKeeoh. He shared a video on TikTok, where he claimed he was going to perform a magic trick with Red Bull. In the clip, he appeared to pour Red Bull into a travel mug on a table, but then upturned the mug to show it was empty of Red Bull. Just as you wonder where the Red Bull has gone, one of Keeoh’s friends pops up from behind the table, and it is evident that Keeoh has been pouring the Red Bull into his mouth.
@keeoh哟，但是雷德布尔戈b️♂️##赞助 ♬原始声音-Keeoh
这是一个遵循现有趋势的红牛的一个例子 - 除了观众期望的地方以外的地方，有人倒了饮料。
这也是低销售影响者营销的实例。金博宝188备用网址该广告没有明显的努力将红牛的好处卖给您。能量饮料只是喜剧视频中的道具，这是一个低预算视频中产品放置的经典案例。
4. Guess
Duse，牛仔布和生活方式品牌在2018年9月围绕#inmydenim标签发起了标签挑战。其中包括收购广告，打开该应用程序的用户直接涉及赞助的#inmydenim挑战。
Guess通过与有影响力的人一起发布视频，从外观变成了迷人的影响力来发起了他们的主题标签挑战。他们的“后”转换为猜猜服装。粉丝们看到这些最初的影响者“种子”视频后，他们就开始使用#inmydenim标签制作和分享自己的转型视频。
@ourfireDon’t you wish getting ready was this easy? ❤️## inmydenim ##赞助@猜测♬ #inmydenim I’m a Mess - Bebe Rexha
At the time, Guess was repositioning itself in the US market, hoping to reach a younger demographic. The company had just had its first US sales dip and saw TikTok as a way to reach a new potential audience. Working with TikTok influencers helped this process of change.
5. Gymshark
Gymshark is in the fitness sector. They have been involved with Instagram influencer marketing for some time and decided that they should also target younger potential customers on TikTok. At the beginning of 2019, they created their 66 Days: Change Your Life challenge. They asked users to set a personal goal that they wanted to achieve by March 8, about two months after the start of the campaign. They promised the winner of the competition a year’s supply of Gymshark goods.
Gymshark partnered with six influencers who had higher followings on TikTok than Instagram. The campaign hashtag, #gymshark66, had 45.5 million views.
Tiktok的粉丝认可了GymShark的许多视频的教育内容。他们（及其影响者）直接与目标市场交谈 - 健身爱好者。
6. Chipotle
Chipotle ran a series of TikTok challenges during 2019. The first challenge, in May 2019, revolved around people uploading videos with the hashtag #ChipotleLidFlip. The first video in the challenge showed an employee close a burrito bowl with an acrobatic flip of its lid.
@daviddobrik ##ChipotleLidFlip@chipotle＃＃广告 ♬翻转 - 未来
In the second challenge, the company created the hashtag #GuacDance. The challenge was for people to upload videos of themselves dancing to an internet-famous song by children’s entertainer Dr. Jean about guacamole (and using the hashtag) in the days leading up to National Avocado Day on July 31.
该公司观察到，这些广告系列导致其数字销售大幅增长 - 比上一年相比99％，现在数字销售额约占其整体销售额的18％。他们认识到他们的客户群大约是Z一代和千禧一代，因此他们决定调整营销以反映该人群。
在喂他们继续练习ween with their “Boorito” campaign. They offered food at a reduced price for customers who ordered in a spooky outfit. The Boorito challenge was for people to upload videos showcasing their before and after Halloween costume transformations, using a custom sound Chipotle bite.
7. Kroger
In mid-2019, TikTok introduced a new feature, Hashtag Challenge Plus. Like your regular hashtag challenges, brands set a challenge to TikTok users to upload videos of themselves using a product in some way. With the Hashtag Challenge Plus, however, brands can use a separate tab that features an in-app experience that allows people to buy products from the campaign within TikTok itself.
Retailer, Kroger, was the first brand to create a Hashtag Challenge Plus campaign. They partnered with four TikTok influencers for the campaign: Joey Klaasen, Cosette Rinab, Mia Finney, and Victoria Bachlet.
@cassidy.riley ## Matildachallenge ##fyp # # foryoupage ＃＃为你 ##petbff ##TransformUrDorm ##gotmagic ♬原始声音-Cassidy.Riley
Kroger’s #TransformUrDorm campaign asked users to post videos showing their dorm transformations. Although the additional tab has since been removed, the influencers’ uploads together racked up 3 million views, and the videos uploaded using the #TransformUrDorm hashtag have been viewed 875 million times.
8. Calvin Klein
Calvin Klein entered the world of TikTok for the first time in 2019. They took a more traditional route than the others on this list – creating an official account first and posting their promotional videos from this account first. However, they also chose to work with a series of big-name celebrities.
他们最初使用标签#MyCalvins制作了22个视频，肖恩·门德斯（Shawn Mendes），肯德尔·詹纳（Kendall Jenner）和阿帕·洛基（A $ AP Rocky）等明星对卡尔文·克莱因（Calvin Klein）进行了简短采访。例如，肖恩·门德斯（Shawn Mendes）谈到了他希望别人如何经历让大型观众唱歌给您的感觉。在采访中，他穿着加尔文·克莱因（Calvin Klein）服装。
@calvinklein ##语句on hair, via##kendalljenner. our now.##mycalvins ## Calvinklein ♬ original sound - calvinklein
值得注意的是,这些视频已经被比较ly few times compared to other campaigns using less famous influencers. Calvin Kelin is perhaps coming across as more traditional than most of the other brands featured here.
9. Sony Music
音乐公司通常在跟上最新的营销时尚方面非常出色。他们知道如何与年轻的目标市场联系。
Sony Music举办了Tiktok影响者的营金博宝188备用网址销活动，宣传Nicky Jam X Sch Song，Atrévete。他们在西班牙，阿根廷和意大利进行了这项运动。音乐公司随后签约了十二个影响者，每个人都会创建一个Tiktok视频。这些影响者共有800万参与用户，120万个赞，平均参与率为6％和10,300个用户生成的视频。
Another Sony Music TikTok campaign was for US band AJR Brothers. They partnered with TikTok duo, Max and Harvey, to create a challenge to meet them and the band during their London show. Max and Harvey first uploaded an introduction video where they explained the challenge. They then published a funny video using the song 100 Bad Days, collecting 230,000 views and 40,000 likes.
10. Run Around
Run Around is a smartphone game where you have to help your character run in a full circle without hitting any obstacles. The game makers worked with TikTok influencer Candice867 to create sponsored content relating to the game.
Candice recorded her screen and her voice as she played the game. Candice is best known for sharing videos on TikTok of her playing games.
@candice867LuckyLooter Pt. 2##TikTokPartner ##赞助 ♬ original sound - candice867
While broadcasting a game on TikTok is very different to one on Twitch, being considerably shorter for a start, the basic principle is the same. It shows prospective players what the game is like and provides a snippet of typical gameplay. The sponsored video of Run Around showed that the game was fun and worthy of people downloading it.
11. Kool-Aid
Kool-Aid在2019年举办了其第一个Tiktk主题标签挑战赛。他们提供了10,000美元的奖金作为激励措施。
The campaign began with rapper Lil Jon and mascot Kool-Aid Man, posting three videos to the brand’s official account at @Koolaidmanofficial. TikTok users were then encouraged to post videos of themselves enjoying the holiday season, using the tag #OhYEAHChristmas.
图像通过tiktok.com
Kool-Aid then brought other influencers into the campaign, including Glitterandlazers, kidrl, nickandsienna, and kingcamo_1.
最终效果是，比赛充足的兴趣让人们上传了10,000多个享受圣诞节的视频。
12.华纳音乐
Warner Music has also discovered the advantages of using TikTok influencers when trying to promote music to a young demographic.
@alex_destrezaSumate al##DjNoPareRemix☝️quiero verlos bailar a ustedes @abailarconmaga##dance ##duo ##easy ## Justinquiles ##jquiles ##baile ＃＃挑战 ## Coreo ♬ DJ No Pare (feat. Zion, Dalex, Lenny Tavárez) - Remix - Justin Quiles, Natti Natasha, Farruko
他们的竞选活动旨在促进贾斯汀·奎莱斯（Justin Quiles）在阿根廷和墨西哥的#DJNOPAREMIX。选择了六个Tiktok影响者来创建合适的视频并为其粉丝上传。这六个视频收集了超过150万个赞，平均参与率为17％。原始视频和相关的主题标签导致粉丝上传了13,000个用户生成的视频。
