TikTok and the Power of Humor: How Brands are Winning with Creative Marketing

Does anyone else following the TikTok controversy in the United States feel like they have whiplash?

TL;DR: TikTok was briefly banned in the U.S. for about 14 hours but is back online…for now. Instead of debating whether TikTok should be banned or its potential impact on mental health, I want to take a moment to appreciate the creative social media marketing tactics brands have started to use on the platform.

First, some statistics. According to Backlinko, there were approximately 170 million TikTok users in the U.S. in 2024. However, there are a little over a billion monthly active users worldwide. That is a large, captive audience that has the potential to see a brand’s post, especially considering that those users spend an average of 6 hours per week scrolling through endless videos of everything from baby hippos (shoutout to Moo Deng) to the Duolingo owl dancing in a Squid Games costume.

TikTok has unlocked a portal straight to a segment of customers that online shop more than other generations: Gen Z and Millennials. Coincidentally, the two generations that use TikTok the most. Brands that have leaned into social media platforms like TikTok have the potential to reach a lot of people, especially if it goes viral. What does it take to go viral? Be engaging and funny, which are both highly valued by these generations. Companies, like Duolingo, Ryanair, Dunkin, and more, have perfected this approach by posting videos that feel more like memes you’d share in a group chat than something you’d seen on TV. Brands are even seen in the comments section on users’ TikToks, saying things like, “Pop off queen” and “We support you.”

From a business standpoint, it’s a game changer. It allows both big corporations and small businesses to reach a large audience at a much lower cost than traditional channels. The larger, more well-known brands can capitalize on TikTok, but so can smaller businesses, who without TikTok, would have a hard time reaching the same number of people.

So, while I struggle with the harmful impacts of social media platforms, I can tip my hat to the brands that have taken full advantage of the opportunity and developed marketing strategies tailored to this type of platform. In my opinion, they’re doing something right, but I’d love to hear your thoughts on social media marketing. What are your favorite brands on social media platforms?

Kristen Higgins – Research Manager

[Blog photo taken from CNN]