{"id":6994,"date":"2022-09-23T02:11:44","date_gmt":"2022-09-23T02:11:44","guid":{"rendered":"https:\/\/www.britopian.com\/?p=6994"},"modified":"2023-11-02T23:11:57","modified_gmt":"2023-11-02T23:11:57","slug":"tiktok-brand-study","status":"publish","type":"post","link":"https:\/\/www.britopian.com\/data\/tiktok-brand-study\/","title":{"rendered":"TikTok Brand Love: US Brand Building Study 2022"},"content":{"rendered":"
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I love how TikTok packages up its data and communicates the platform’s value to potential advertisers. It’s visual, concise, validated by third-party research, and easy to consume.<\/p>\n\n\n\n

TikTok and their analytics partner DIRT released TikTok US Brand Building Study 2022<\/a>, highlighting how to drive brand affinity on the platform, data, and insights into ad engagement and customer attention<\/a>.<\/p>\n\n\n\n

The report starts with a video introducing Allison Ellsworth, Chief Brand Officer of Poppi, and Brieane Olson, President of PacSun. Brieane explains how instrumental TikTok has been to the company over the last three years by doubling its digital growth.<\/p>\n\n\n\n

Brieane talks about PacSun\u2019s exclusive partnership with Stranger Things and Netflix. They used the platform to ask TikTok users what Stranger Things characters should wear. This approach worked, and they sold out of the product within the first 72 hours of launch. PacSun\u2019s most effective TikTok content is created and shared by retail employees.<\/p>\n\n\n\n

She discusses the importance of content collaboration with TikTok influencers because it facilitates a more authentic conversation with consumers and much higher engagement metrics.<\/p>\n\n\n\n

Allison reflects on her first TikTok\u2013no makeup, hair was a mess\u2013but she shared her personal story and why she started the company. She posted the video on TikTok, which went viral the next day, resulting in $100K in sales on Amazon. She talks about contacting influencers who mention Poppi and asks if they can amplify their post with paid media<\/a>. They also monitor TikTok to determine what types of flavors their customers may want in the future.<\/p>\n\n\n\n

TikTok Users Are Emotionally Vested<\/strong><\/h3>\n\n\n\n

From the two case studies above and my personal experience, it’s clear that TikTok users cherish their experience in the app and extend that affinity to the brands that advertise. This data reinforces the insights from TikTok’s Infinite Loop and the path to purchase<\/a> report published in early 2022. Here are some additional insights:<\/p>\n\n\n\n