Influential + Authentic: Brands Can Leverage TikTok to Drive Product Adoption
Employees may be the holy grail of TikTok brand opportunities. They offer authentic, slice-of-life content that captivates audiences and keeps them coming back for more (Informative). They drive engagement with and about brands, becoming valuable source of data about audiences (Influencers). Employees are in the middle of the action, helping them make connections with customers and the community with relatable content (Real and Raw). Employees are more trusted by consumers than corporate messaging, meaning brands can leverage their influence as brand and product promoters.
Brand Example: Starbucks Employee’s Drove Product Usage Through Viral Content
Baristas and other Starbucks employees have nurtured a thriving community on TikTok that drives high engagement about the brand. Without the company’s involvement, this far-reaching conversation organically drove interest in new Starbucks products and new custom drinks, leading to customers entering the store and asking for the “TikTok” drink.