Brand Accounts Are the New Influencers

Brand Accounts Are the New Influencers: The Rise of Fun and Authentic Marketing on TikTok

In the ever-evolving landscape of social media marketing, a new trend is taking center stage: brand accounts are becoming the new influencers. Gone are the days when brands solely relied on traditional advertising methods. Today, brands are thriving on platforms like TikTok by embracing authenticity, engaging with trends, and showcasing the personalities behind their products. This shift in strategy is not only driving significant engagement but also boosting sales and brand loyalty. Let’s dive into why brands like Remi by Riley and Jazz Handmade are leading this charge and what marketers can learn from their success.

Embracing Fun and Authenticity

One of the key reasons why brand accounts are gaining traction as influencers is their ability to have fun and be authentic. Brands like Remi by Riley and Jazz Handmade have mastered the art of engaging with their audience without overtly selling their products. By jumping on popular trends, reviewing restaurants, and sharing behind-the-scenes glimpses of their operations, these brands are building genuine connections with their followers. This approach resonates with the TikTok audience, who value authenticity and relatability over polished, sales-driven content.

The Power of Engagement

Engagement is the lifeblood of social media success, and brand accounts that focus on entertainment and interaction are seeing impressive results. For instance, when a brand participates in trending challenges or creates humorous and relatable content, it attracts more views, likes, and shares. This organic engagement helps brands reach a broader audience and fosters a sense of community among followers. The more engaged the audience, the more likely they are to develop a positive perception of the brand and become loyal customers.

Driving Traffic and Retargeting

While having fun on TikTok, brands are also strategically driving traffic to their websites and other social media platforms. This is where the brilliance of their strategy shines. Once a brand has captured the attention of viewers on TikTok, it can direct them to its website or Instagram for more information and products. This initial engagement creates a pool of potential customers who are already interested in the brand.

The most cost-effective part of this strategy is retargeting. By tracking these visitors, brands can retarget them with personalized ads and offers, increasing the likelihood of conversion. This method leverages the initial awareness generated on TikTok, turning casual viewers into paying customers without the high costs typically associated with acquiring new customers.

Case Studies: Remi by Riley and Jazz Handmade

Remmie by Riley:

Remi by Riley, a brand known for its innovative skincare products, has taken TikTok by storm with its playful and educational videos. Instead of pushing their products directly, they focus on sharing skincare tips, engaging in viral challenges, and showcasing user-generated content. This strategy not only boosts their visibility but also positions them as a trusted authority in the skincare community.

Jazz Handmade:

Jazz Handmade, a small business specializing in handcrafted jewelry, uses TikTok to highlight the creative process behind their products. By showing the artisans at work, sharing stories behind each piece, and participating in trending sounds and challenges, Jazz Handmade has built a loyal following. Their approach has resulted in significant traffic to their website, where visitors are more likely to make a purchase after seeing the brand’s authenticity on TikTok.

Lessons for Marketers

The success of brands like Remi by Riley and Jazz Handmade offers valuable lessons for marketers:

1. Embrace Authenticity: Show the human side of your brand. Authentic, relatable content resonates more with audiences than traditional advertisements.

2. Engage with Trends: Stay current with social media trends and participate in them to increase visibility and engagement.

3. Drive Traffic Strategically: Use engaging content to drive traffic to your website and social media platforms, then retarget these visitors to convert interest into sales.

4. Focus on Community Building: Foster a sense of community among your followers to build brand loyalty and encourage word-of-mouth marketing.

As brand accounts continue to evolve into influencers, the focus on fun, authenticity, and strategic engagement will only grow more critical. By learning from the success of brands like Remi by Riley and Jazz Handmade, marketers can harness the power of TikTok and other social media platforms to build stronger, more genuine connections with their audience. Embrace the trend, and watch your brand flourish in the dynamic world of social media marketing.