Author: Carina Rampelt

Carina is a writer and strategist for Find A Way Media. She holds a master's degree in 18th-century English literature from the University of Oxford. In her free time, she can be found perusing secondhand bookstores and hunting for the best chai latte in Toronto. See her portfolio. Follow her on Twitter @carinarampelt.

By carinarampelt published February 11, 2020

The What, Why, and How of TikTok for B2C Brands [Examples]

Nose painting. Lil Nas X’s Old Town Road. Mad science experiments. The common thread? It’s all happening on TikTok, the social networking app for short video content.

Called “the defining social media app of Gen Z,” TikTok is a surprisingly friendly place for B2C marketers. Last fall, e.l.f. Cosmetics launched its #eyeslipsface campaign – inviting TikTok users to show off their makeup talents to the tune of a 15-second track the cosmetic company had made for the challenge. The campaign smashed records. Its initial video garnered 2.5 billion views in the first two weeks and sparked over 3 million user-generated videos.
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