657Amidst the wave of brands going global, TikTok, with its unique social ecosystem and powerful communication capabilities, has become an important battleground for many brands to expand into overseas markets. However, to truly break through on this platform, it requires not only short-term traffic explosions, but also a progressive marketing strategy to establish deep value resonance with users.
From localized traffic operations and UGC-driven viral growth to deep anchoring of values, brands need to build a complete growth logic in order to gain a firm foothold in the fiercely competitive overseas market.
Image source: Google
Localized Traffic Leverage: Precise Cultural Adaptation
Localization is the primary strategy for brands to acquire traffic on TikTok. The Chinese mobile phone brand realme once launched a marketing campaign during Brazil's Mother's Day, which is a typical case of leveraging localized traffic.
The realme brand collaborated with a large number of local KOLs, inviting them to create short videos themed around family affection, precisely tapping into the local culture's emphasis on family and kinship. For example, influencer @alcala.creativo used unboxing and oral presentation formats, combined with the topic "Gift for Mom," which not only fit the local festive atmosphere but also matched TikTok users' preference for authentic, everyday content. In the end, it achieved 763,100 views, successfully driving traffic to the brand.
Image source: TikTok
The core of this strategy lies in a deep understanding and precise application of local culture. Brands need to thoroughly research the target market's cultural customs, consumption habits, and social preferences, and cooperate with KOLs familiar with local culture to deliver brand messages in ways that resonate with local users. Whether it's festival marketing or daily content, cultural adaptation is the key to unlocking the door to traffic.
UGC Viral Engine: Inspiring User Creativity and Participation
UGC (User Generated Content) is a core feature of the TikTok platform and a powerful engine for brands to achieve viral spread.
Candy brand Chupa Chups successfully ignited user creativity by launching the #Chupalloween brand challenge, using simple and fun participation rules and creative stickers. Users only needed to dress up as ghost characters inspired by Chupa Chups stickers to easily join the challenge. This campaign generated 373,800 new creative videos, the topic reached 295 million views, 98,000 creators actively participated, and the engagement rate reached 12.6%.
Image source: TikTok
The reason why UGC can achieve viral success lies in the brand's precise grasp of user psychology. The low-threshold participation method reduces the difficulty of creation, interesting themes and props stimulate users' desire to express themselves, and the platform's social attributes provide a natural soil for content dissemination. By launching challenges and other forms, brands turn users from content consumers into disseminators, creating a viral effect and achieving exponential growth in brand exposure.
Value Anchoring Principle: Building Deep Trust and Recognition
In the second half of the traffic competition, the transmission of brand values becomes the key to establishing long-term user trust.
The success of beauty brand SACHEU Beauty lies in winning users' deep recognition through value anchoring. Brand founder Sarah Cheung shares her childhood experiences and vision for female empowerment, allowing users to feel the warmth behind the brand. Its commitment to donate 1% of sales to charity further strengthens the brand's sense of social responsibility. During Women's Day, this initiative directly helped the brand achieve a monthly sales increase of $1.15 million.
Image source: SACHEU Beauty
Value anchoring is not simply about slogan promotion, but about integrating brand philosophy into products, marketing, and corporate behavior. By focusing on social issues and fulfilling public welfare commitments, brands can establish emotional connections with users that go beyond product transactions, enabling users to become loyal advocates while identifying with the brand's values.
Conclusion
In summary, the logic of brands breaking through on TikTok overseas can be summarized as a three-step progression: traffic operation, creative marketing, and value resonance. These three aspects complement each other and together constitute the success code for brands going global. In this process, brands need to continuously explore and innovate to adapt to the ever-changing market environment and user needs.
With the continuous development and growth of emerging platforms such as TikTok, brands going global will face more opportunities and challenges. Only those brands that can keep up with the times and continuously innovate and adapt can achieve global development.
