441TikTok has become one of the most popular short video platforms in the world. With its massive user base and powerful communication capabilities, it has become an important battleground for brand marketing.
However, while promoting brands on TikTok, creators often face a challenge: how to convey the core values of the brand while maintaining entertainment and appeal, and avoid "devaluing" the brand. In other words, how to create content that is both interesting and maintains the brand image, attracting users while also increasing brand awareness and reputation?
How to Balance Entertainment and Brand Value?
1. Accurately Understand Platform and User Needs
TikTok's user base is relatively young, so brand content should keep up with trending elements on the platform, such as popular sound effects, challenges, and hashtags. But entertainment does not mean blindly pursuing humor; brands need to understand the needs and emotions of their target users and create content that resonates with them. For example, environmental brands can showcase environmental actions through creative videos, which are both entertaining and convey a sense of social responsibility.
2. Combine Creativity with Brand Culture
When creating content, the brand's core culture and values should be integrated into the entertainment content. Through creative expression, brands can strengthen their personality and differentiation. Fashion brands can combine TikTok's popular fashion hashtags to produce creative videos that not only fit the platform's entertainment atmosphere but also highlight the brand's fashion attributes.
3. Leverage Storytelling and Emotional Drive
Successful content on TikTok often moves users emotionally. Brands can enhance emotional resonance through brand stories, founder stories, or user experiences. By adding humor or dramatization, the content becomes both touching and entertaining, strengthening the emotional connection between users and the brand.
Next, Tuke will list some cases of brands successfully balancing entertainment and brand value. Through these successful examples, we can see how brands cleverly integrate entertainment elements into their content while maintaining their core values.
Cases of Brands Successfully Balancing Entertainment and Brand Value
Gymshark: Strengthening Brand Culture through Humor and Community Interaction
Gymshark successfully combines humor and brand culture, launching a large number of fun fitness-related challenges and videos, attracting a large number of young fans. This not only increases brand exposure but also strengthens the brand's concept of a healthy and positive lifestyle through interesting content.
Image source: TikTok
Oreo: Breaking the Distance between Brand and Users through Challenge Activities
Oreo successfully attracted a large number of users to participate through the #OreoDunkChallenge. The challenge revolves around the brand's core product—dunking Oreos in milk—which fits the platform's entertainment nature and increases brand awareness and engagement through user interaction.
Image source: TikTok
Nike: Strengthening Brand Spirit through Emotional Drive
Nike spreads its brand spirit on TikTok by posting stories of athletes' struggles. These contents often carry emotional resonance, telling stories of surpassing oneself, making the brand image more deeply rooted in people's hearts. Nike successfully conveys its brand spirit to users through emotionally driven content, enhancing brand loyalty and user stickiness.
Image source: TikTok
Conclusion
On the creative platform of TikTok, brands must maintain a balance when creating content: they need to use entertainment to attract users while ensuring that the transmission of brand value is not compromised. By accurately grasping platform trends, closely integrating with brand culture, and using storytelling and emotionally driven content, brands can find the best balance between entertainment and value.
Through the successful cases of Gymshark, Oreo, and Nike, we can see that balancing entertainment and brand value is not only possible but can also bring real brand influence and user loyalty. For brands, creating interesting content that does not lose brand characteristics is not only an effective way to increase exposure but also an important step in building brand image.
