492TikTok has become a popular platform for brand marketing, attracting major brands worldwide to spread creative content. However, to make brand content spread rapidly, breaking conventions and catering to the platform’s characteristics is key.
Viral marketing can help brands accumulate massive exposure and boost user engagement in a short period of time. Through innovative content creation, brands can not only capture attention but also make their content naturally attract traffic and quickly gain market attention.
The Secrets of Viral Marketing
To achieve viral spread, brand content needs to have three core elements: creativity, emotional resonance, and interactivity.
Creative Content: Break the Mold, Capture Attention
To gain attention on TikTok, creative content is the most direct breakthrough point. Brands can combine TikTok’s entertainment features, break the boundaries of traditional advertising, and create fun, non-traditional content. For example, by using humor, plot twists, exaggeration, and other elements to create a series of viral moments, viewers are willing to stop, watch, share, and participate.
Emotional Resonance: Build Deep Connections with Users
Emotional resonance is the key to whether a brand can touch users’ hearts. Instead of simply selling products, it’s better to tell stories and showcase brand values to inspire users’ emotional identification. For example, telling the brand’s origin story or using relatable scenarios to evoke empathy, thereby sparking the desire to share.
Interactivity: Guide User Participation and Create UGC Content
TikTok itself has strong social features. Brands can guide users to participate in content creation through interactions, challenges, hashtags, etc. For example, launching challenge contests, comment interactions, and more to attract users to actively participate in content dissemination, and further amplify the brand’s influence through UGC (user-generated content).
Image source: TikTok
Next, Tuke will list some successful cases of brands achieving viral spread through the above three secrets. Through these successful examples, we can see that brands can not only establish closer connections with consumers through innovation and emotional resonance, but also quickly increase exposure and create their own “traffic code” by leveraging the platform’s social and interactive features.
Successful Cases of Brands Achieving Viral Spread
Lush Cosmetics: Eco-Friendly Challenge Sparks Enthusiastic User Participation
Lush Cosmetics launched the #LushChallenge, encouraging users to showcase their eco-friendly creativity using Lush products. This challenge highlighted the brand’s environmental philosophy and ignited users’ enthusiasm for participation, especially among young consumers, resulting in a large number of video shares. Through creative challenges, Lush not only expanded brand exposure but also successfully conveyed its sense of social responsibility and built emotional connections with users.
Image source: TikTok
Skims: Outfit Challenge Breaks Fashion Industry Traditions
Skims achieved great success with the #SkimsBodyChallenge. The brand encouraged users to showcase their unique outfit styles wearing Skims products, emphasizing comfort and designs suitable for all body types. This challenge greatly stimulated users’ creativity, especially among women of diverse body types, sparking widespread resonance and participation. Through this campaign, Skims increased brand awareness and established deep interactive relationships with consumers.
Image source: TikTok
Aerie: Confidence and Authenticity Lead the Brand Trend
Aerie launched the #AerieReal challenge, encouraging users to share real photos and videos wearing the brand’s underwear, breaking traditional beauty standards and advocating that everyone can show their most authentic selves. The brand promoted “no Photoshop photos” as a selling point, inviting users to share their natural beauty on TikTok. This campaign not only attracted a large number of participants but also established a strong brand image among young women, further driving sales growth.
Image source: TikTok
Conclusion
To achieve viral marketing on TikTok, creative planning is crucial. By deeply understanding audience needs, keeping up with trending topics, and continuously innovating content, brands can leverage platform features to trigger user participation and sharing. Brands like Lush Cosmetics, Skims, and Aerie have successfully created content with viral potential through creative challenges and emotional resonance.
In this way, brands can not only increase exposure but also gain long-term user attention. This self-propagating content is not just a one-time promotion, but an effective way to build deep connections between brands and users.
