- TikTok has transformed marketing for brands, but is it appropriate for them to become “hostages” to the platform’s trends?
- Some companies have been affected by the demands generated by TikTok users.
- How are brands adapting to TikTok trends without compromising the quality and safety of their products?
TikTok’s popularity has grown exponentially in recent years, becoming a social media platform that not only entertains millions of users, but has also changed the way brands design their marketing strategies.
TikTok’s impact on the business world is undeniable, but the question arises as to whether it is appropriate that brands become “hostages” of the trends of this platform to promote their products and services.
An article from Wall Street Journal titled “American companies are hostages to the whims of TikTok” published this Wednesday, June 21, reveals how some companies have been affected by the demands generated by TikTok users.
Chipotle Mexican Grill is a clear example of this. A food influencer on TikTok featured a modified version of Chipotle’s quesadilla, known as “Keithadilla”and quickly went viral.
The restaurant chain was pressured by custom orders and had to make the decision to make the item a permanent option to meet demand.
This goes to show how brands are forced to adapt to TikTok trends in order not to lose business.
TikTok and brand marketing
TikTok has become an unavoidable consideration for any consumer-facing business.
With over five million businesses using the platform, it has become an effective tool for monitoring consumer trends and reaching out to a younger audience.
But TikTok has also altered the way companies do their research and development.
Brands now have to produce or adjust products faster than ever before based on TikTok feedback and trends, which can be a long shot due to the ephemeral nature of fashions on this platform.
One example is Tarte Cosmetics, which has used TikTok trends to develop new beauty products.
The company noticed that color changing products were going viral on TikTok and decided to launch “Maracuja Juicy Lip and Cheek Shift”a product that changes its tone according to the pH levels of the skin.
Although the process was chaotic, the product turned out to be a smashing success, selling out in just four weeks.
However, not all brands manage to effectively take advantage of TikTok trends. Tarte Cosmetics tried to launch a body gloss product inspired by 2000s beauty looks, but the supplier’s lead time was too long and the opportunity was lost.
Collaborations with TikTok influencers can also be a problem for brands.
WYOSa personal care company, decided to first share their new moisturizing cream stick with TikTok influencers to promote it.
However, they discovered (with regret) that some influencers were uploading videos in which they took the moisturizer to the freezer, something that was not in the plans of the brand. The problem? It caused skin burns.
The company had to scrap the videos and consider modifying their product to make it freezer-safe.
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