TikTok has dominated over social media, it was created in 2018 and has grown into a great marketing platform for brands wishing to expand. This new generation of digital marketing is easily targeted to the younger generation. Superdry was quick to jump onto TikTok after the coronavirus took over, TikTok has been downloaded over 2 million times in Australia during the pandemic.
Collaboration with Influencers
Australian’s queen of TikTok, Sarah Magusara, became the face of Superdry. Superdry was quick to gain attention throughout the platform with her collaboration along with Eleven7four’s debut song ‘Where it Hurts’. Starting with Magusara’s page and content for the brand, other TikTok users had followed her dance and made the trend successful. For Superdry to keep the trend theirs, Superdry began posting every users' take on the trend to gain even more attention.
Sarah Magusara, 16 million+ followers. Eleven7four, Muche and Shingi Murare
The collaboration SuperDry with these online sensations, SuperDry had begun their #SDMyWay campaign. Every post made by other users contained the Superdry hashtag and their SDMyway campaign as their form of advertisement for the brand. These tags had begun to show on the majority of Australians ‘for you’ page. As the #SDMyWay trend had similarities with other well-known trends every TikTok user follows.
How can this help you?
To gain attention for your brand, TikTok would be the fastest way to success as simple trends can become viral overnight. If done correctly, your brand becomes a name the younger generation will come to know. Collaborating with a TikTok influencer that holds a good following of your targeted audience can expand your brand within weeks.
To follow Superdry’s example, the chosen audience of your brand must be identified. The TikTok demographic is overcome by the younger audience, users under the age of 20 are known to be glued to their screens. The older generation does use TikTok and trend to recognise advertisements more, so targeting this audience is also a possibility.
Do your Research
Make sure to research your influencers to make sure their content is something you would like to be combined with. There must be similarities you prefer so the content does not seem to be a forced promotion. Their target audience must be connected with yours so the collaboration will transfer smoothly into your content and the influencers. Each users' ‘for you’ page is tailored to the users' preferences of content. For this reason, posting your content on TikTok for promotional purposes Is the perfect way to connect to the targeted audience.