Google, Instagram, and blogs used to be the most popular locations to uncover trends and help brands utilize them. TikTok is becoming the driving force behind trends and the go-to location for businesses that need to stay on top of what's fresh in their field.
TikTok, which has over 50 million active users, has become a social media monster and is transforming the way firms develop and release goods, according to a Wall Street Journal report.
Industries are capitalizing on the excitement generated by new trends created within the app to better understand their target demographic and develop goods that engage with these customers. And, hopefully, become the object of desire for active users of the world's most popular app.
For example, Aeropostale developed a brilliant idea that doubled its profitability in 2022. The brand was able to grow its offers of loose jeans, which climbed from 7% of sales in 2020 to 40% in 2022 and witnessed a 15% profit rise, thanks to the "loose jeans" trend and the remoteness of narrow jeans on TikTok.
"We've doubled down on TikTok since then because we see how strong the ROI is," Natalie Levy, CEO of SPARC Group, a joint venture of Simon Property Group and Authentic Brands Group, said. Aeropostale currently collaborates with dozens of TikTok influencers, including Lexi Hidalgo, who has over 2 million TikTok followers.
TikTok was also seen as a chance by Gap to raise the brand's valuation, and the company was able to publicize its hoodie with the Gap logo by sending it to popular people on the social network. Sales of the product took off from there, despite initial opposition from the company's CMO to developing a TikTok brand-exclusive.
But Not Everything Is Flawless...
According to the WSJ, with TikTok's popularity among brands, American companies have become hostages to the whims of the application.
For example, Chipotle introduced "Keithadilla," a menu hack devised by TikTok personalities Keith Lee and Alexis Frost, to their menu. In this scenario, Chipotle saw an opportunity to include a meal that was already popular on TikTok on its menu, driving influencers to its locations.
But you're probably asking what the issue is here. After all, Chipotle made money, didn't it?
The viral quesadilla hack was an excellent organic marketing approach for Chipotle. The issue is that with the popularity of a quesadilla - which didn't even exist in real life - Chipotle employees began to express unhappiness with the alterations brought about by a TikTok viral craze. The user of TikTok,
The viral beverages on TikTok were a nightmare for Starbucks baristas who witnessed the difficult-to-make drink recipes spread throughout the internet.
As a result, eateries must adjust their menus to meet TikTok's needs while also relieving the burden of their employees.
But one thing is certain: TikTok will continue to be one of the most popular apps in the world, dictating trends, and brand cancellations. Companies must become more integrated into the application in order to capture trends and stay ahead of the competition.
There are brands performing amazing marketing on TikTok, whether intentionally or unintentionally, and this is a great approach for your company to get fans and followers and raise brand awareness.
It is critical to immerse yourself in this atmosphere and examine current trends. However, it is critical to set boundaries so that your brand is not developed by TikTok and loses some of its uniqueness as a puppet of the application. Always practice moderation!