3 Businesses Killing It on TikTok Right Now
Let’s face it – there’s a lot going on in the news right now. But apps like TikTok have been able to act as much-needed distractions from users’ chaotic day-to-day lives. Although TikTok started as a cringey, albeit entertaining app used by younger audiences, it has now completely transformed into a top social media platform used by average Joe’s and celebrities alike. Reputable companies are now recognizing the importance of marketing on TikTok to reach new audiences. Some have even achieved unintended, viral success. So who are the top trending companies at the moment? Let’s find out and break down how they became “TikTok famous.”
Perhaps the greatest example of a business killing it on TikTok right now is Duolingo. First launched in 2011 as a language-learning website and mobile app, it became known as a relatively helpful educational app with an overload of notifications reminding users to accomplish their lesson of the day. It was a fairly under-the-radar company until it began going viral on TikTok for their “unhinged” content. Their TikToks began featuring the Duolingo owl in a variety of humorous situations – from terrorizing users to finish their Spanish lessons, to dropping pop culture references to Red (Taylor’s Version). While the content strays off the path from their actual service offering, their TikToks helped them create a brand identity – and it worked. Duolingo blew up on TikTok, gaining millions of views, followers and traction on top news channels like NBC. By connecting directly with Gen Z, the message was loud and clear: the marketing game has changed and TikTok is the next platform to master to reach this generation.
When one thinks of Ambercrombie, one might be transported back to the early 2000s: dimly lit stores, overwhelmingly smelly perfume, and bright shirts with “Abercrombie” plastered across the front. Since then, Abercrombie has transformed their brand for a new generation. Their clothes now consist of basic yet classy versatile pieces for people of all ages. Abercrombie began showcasing their rebrand on TikTok, and viewers couldn’t get enough. Those old enough to remember the “old” Abercrombie were shocked at the rebrand, and their TikTok comments were filled with Millenials and Gen Z gushing over their new style. For Abercrombie, name recognition and nostalgia really helped them reach new audiences, as well as their heavy advertising on the platform featuring “regular people” (remember when Abercrombie was just for “models”?) and fashion tips and tricks.
Have you read a newspaper lately? Probably not. But the Washington Post is proving that the news doesn’t have to be boring and it’s not just for the older crowd. The WaPo often uses the latest TikTok trends to help explain current events around the world, and give tips to their users like how to spot misinformation. They have gained millions of followers simply by catering to the younger generations – generations who want their news fast, efficiently, and in an easy-to-understand way.
Whether in education, fashion, or the media, these companies’ success on TikTok proves that no matter what industry your company is in, you can reach new audiences too. The common key to success here is relatability to Millenials and Gen Z, two groups who dominate the platform. Plus, don’t forget your out-of-the-box thinking caps and capitalizing on today’s fast-paced lifestyle. These companies serve as the blueprint to success in the new digital age.