TikTok’s B2B Glow Up

The technology adoption evolution chain goes like this: Asian->US Tween-> US Mainstrem-> B2B.

ByteDance’s TikTok has successfully made it all the way to the end now. It is now starting to become a B2B marketing darling in the US with quite a few successful campaigns under its belt by major US retailers.

The makeup brand e.l.f. (stands for eyes lips face) that once captured the millennial generation’s purse and heart through Youtube campaigns and collaborations, have shown the marketing power and ROI of the TikTok platform. In September 2019, the brand commissioned an original song from Grammy producers with the words “eyes lips face” in the chorus. The brand released the song as a “challenge” to invite followers and influencers to create open-ended (lip-sync/dance/skit) content. The hashtag was used more than 1.6 billion times in just a week and has boost sales by 6%.

Many other brands have produced viral TikTok campaigns with less initial investment. Making an original song that not only was trending on TikTok but also on the top releases for Spotify sure sounds extra. However, the concept of…