A TikTok Walks into a Chipotle...
By: Jessica Bedussi
While some view TikTok as a fad waiting to fade away, the social platform boasts 500 million monthly active users. As more and more users flock to the app, advertisers are starting to take note.
Brands like The Washington Post, Vineyard Vines, ESPN, and Genius all have strong organic presences on the app which boasts 41 percent of users between the ages of 16 and 24.
Another brand who has gone all in on TikTok is Chipotle who has a strong paid + organic presence. On July 31, the brand launched their second big TikTok push of the year for #NationalAvocadoDay.
Since its launch last week, the hashtag has over 211 million views and hundreds of user-generated videos. The brand also has attributed much of its digital grow (300% lift in digital impressions, a 400% lift in social impressions, and a 99% yoy digital sales growth) to strategies like its TikTok presence.
Where Chipotle’s TikTok strategy goes right:
Use of influencers: Gez Z users are cautious of brands coming in and trying to sell their products so using influencers who have gained their own communities is a great way to come across as more authentic. Chipotle posted their own content but relied heavily on influencers like @LorenGray (32.4m followers) and @BrentRivera (10.2m followers).
Native behavior: The brand has also found a way to play into the strengths of the platform and build their strategy based on user behaviors. Challenges are video formats where other users can build their own versions of a dance, skit, or lip sync based on a specific song. Chipotle built their own using an internetty song that first became famous on Vine.
Ad placements: While paid advertising is fairly new to the app, Chipotle took advantage with a homepage takeover and a trending hashtag on the Discover page.
As more brands see success on the platform, more will flock to recreate their own version of success. Will TikTok ramp up its paid advertising efforts or remain true to its original organic purpose?