In late 2021, high schooler Samuel Beasely made a TikTok where he mentioned “[getting] the most fire Old Navy commercial ever,” and over 1,300 users responded with clips they’d want to see in an ad, catching the eye of Old Navy’s brand agency. Not long after, Old Navy released a springtime commercial inspired by TikTok comments.
Old Navy is now asking
customers to tag them on social media to share more marketing ideas for the clothing brand throughout 2022.
Think of the TikTok comments section as a treasure trove of user-generated content (but you have to share the jackpot, of course). Businesses can repost videos on their TikTok profile from creators that special database showcase their products and services. Brands also showcase user-generated content from users or creators who align with their overall brand. In this example, ESPN asked the creator if the brand could repost the video on their page.
Screenshot of ESPN asking to use UGC on TikTok
This heartwarming clip shows a teen attempting to stop his friends from photobombing the creator’s workout video. communication skills: how to develop and use them their main account is bound to earn organic comments. The creator, Ryan Germain, also exhibited good sportsmanship in the clip, a nod to the brand’s values and identity.
Although commenting
on viral videos and collaborating with mega creators is great, your brand can benefit from interacting with b2c fax smaller accounts as well. In their TikTok Duet with popular YouTuber and influencer Jackie Aina, the creator @dakkatsu gave an honest review of the new Light Reflecting Foundation by Nars Cosmetics.
Screenshot of Sani answering
a sizing question in the TikTok comment section
The brand followed up later by announcing a casting call on their TikTok page for models of all shapes for their new campaign.
