In the algorithmic logic of TikTok, content is just a carrier, while emotion is the real engine driving distribution.

Users won’t choose to stay just because a video is information-dense, but will like, comment, and share because of the emotional resonance it brings——

These behaviors are exactly the key signals TikTok uses to determine whether content is worth recommending!

So, how should brands bind a basic emotion on TikTok, so that when users think of you, they associate you with a specific feeling?

Perhaps we can find the answer from the following three successful Tuke brands.

 

Image source:Google

01

Ban.do:

Turning happiness into a brand symbol

The niche creative brand Ban.do from Los Angeles started with hair accessories and has now grown into a lifestyle brand with annual revenue exceeding $50 million.

Its TikTok content is almost a visual feast of color and happiness.

On the @shopbando account, you won’t see stiff advertisements.

Instead, you’ll find: rainbow stationery suddenly appearing in the office, scenes of girlfriends exchanging cute gifts, and even humorous complaints about a fiancé secretly collecting “mood fridge magnets”...

 

Image source:TikTok

These contents do not emphasize functionality, but everywhere convey a relaxed, optimistic, and healing emotion.

A video complaining about a fiancé who likes mood fridge magnets received 2.6 million views.

Users shared their similar experiences in the comments, creating a collective resonance about small happinesses.

Ban.do’s success lies in turning the emotion of happiness into tangible rainbow colors, healing trinkets, and life moments, and presenting them through real TikTok scenarios.

It’s not simply selling things, but sharing a way to make people happy.

 

Image source:TikTok

02

Sculpd:

Healing modern anxiety with a sense of achievement

The British clay handcraft brand Sculpd was born during the pandemic lockdown. What it captured was people’s deep desire for a sense of control and achievement in uncertain times.

On TikTok, Sculpd’s content style is completely different from Ban.do’s.

It doesn’t emphasize aesthetics, but focuses on the process!

 

Image source:TikTok

Segments of sped-up clay-making videos, paired with lively music, allow users to watch the entire process of a creation from nothing to finished in just a few seconds.

A 15-second egg plate tutorial received 16.1 million views.

Users commented: “What kind of clay is this?” “How long does it take to dry?” Behind these questions is a mentality of “I can do it too.”

The Sculpd brand is also good at collaborating with handcraft influencers, such as working with @chambremauve to make a SpongeBob plate, combining niche creations with popular IPs, further lowering the threshold for users to try.

Its success lies in binding content with the emotion users want: no need for professional skills, everyone can find healing in creation.

 

Image source:TikTok

03

Haivivi:

Opening up the AI toy market with a sense of companionship

Shenzhen brand Haivivi’s BubblePal is a conversational AI toy based on AIGC.

On TikTok, it doesn’t emphasize technical parameters, but focuses on the core emotion of companionship.

The Haivivi brand chooses to collaborate with tech and parenting influencers, filming videos in everyday scenarios: children hugging plush toys and asking questions, listening to stories, imitating character voices...

The videos don’t deliberately promote, but naturally present the interaction and laughter between children and toys.

 

Image source:TikTok

In a video posted by influencer @moela9581, the segment of a child talking with BubblePal sparked much discussion among parents.

Someone wrote in the comments: “A child raised by artificial intelligence... this is something to look forward to.”

Haivivi’s success is because its product and communication content are bound to the “sense of companionship”—in a fast-paced, high-pressure society, children need playmates and parents need helpers.

 

Image source:TikTok

04

Quickly bind an emotion to your brand!

From the above three cases, we can see that successful TikTok emotional marketing follows these paths:

1) Identify emotional keywords

Based on brand positioning and users’ deep needs, lock in basic emotions such as happiness, sense of achievement, companionship, etc.;

2) Make emotions tangible through content

Use real-life scenarios, tutorials, interactions, and other content forms to make abstract emotions perceptible and experiential;

3) Let users become emotion spreaders

Encourage sharing, interaction, and posting, making emotion a kind of “social currency” that drives natural content diffusion.

In the algorithmic world of TikTok, content may be drowned out, but emotion will not.

When you successfully bind a basic emotion to your brand, users are no longer just buying a product, but are voting for a feeling, an identity, and a lifestyle.

Is your brand ready to bind to an emotion?