New York – In a bid to lure new users, TikTok's latest campaign highlights how viral videos from its platform spread offline and ignite cultural conversations, even among people who do not have the social media app.
Working with creative agency Le Truc, the ad is themed around a real TikTok video in which a New York woman discovers an abandoned apartment behind her bathroom mirror. In the campaign, a diverse cast of both actors and real-life TikTok influencers break down each moment of her discovery. At one point, Martha Stewart makes a cameo, hammering home the message that unmissable content can be found on TikTok, helping to incite FOMO – the fear of missing out – for anyone without an account.
As TikTok surpasses one billion active monthly users, this new campaign shows how its content can permeate wider social situations, fostering connections and storytelling offline. By leading with a social approach and embracing the Everyteen TV model, TikTok is appealing to viewers who favour casual storytelling over highly curated media.
Strategic opportunity
To appeal to younger audiences, marketers can explore peer-led or word-of-mouth storytelling, with lo-fi content often seeming more honest and appealing to Generation Z consumers
