cancelled

London’s NYE fireworks cancelled: What this means for hospitality

COVID-19 strikes again

London’s NYE fireworks display has been cancelled for the second year running, due to remaining ‘uncertainty’ surrounding the COVID-19 pandemic. Despite lockdowns being fully lifted and a successful vaccine roll-out, City Hall has suggested that cancellation of the celebration is still a necessary move as we near the end of this unprecedented period.

Many have questioned this decision, comparing the virus-spreading potential of the annual display to other large-scale events which have been permitted since July.

In fact, various sources have reported that an alternative New Year’s party is set to be held in Trafalgar Square, instead. But, with a lack of information made public at present, many non-Londoners are unsure as to whether visiting the capital on the 31st will be worth the trip.

Spokesman for London Mayor Sadiq Khan said that the 2021 celebrations will still be ‘spectacular’, however, it is unknown whether fireworks will be involved in any way.

It’s been some time now since London was the same place it was before the pandemic. Last year, a surprise light show involving drones took place in Greenwich, after the regular display was cancelled due to the second wave of the virus. In the midst of strict lockdown restrictions, the show honoured the NHS, as well as pandemic heroes, like Captain Sir Tom Moore.

London's NYE fireworks

About London’s NYE fireworks display

The idea of illuminating the sky above the Thames first came to organisers as the UK approached the new millennium. Previously, it had been a tradition since World War Two for Londoners to gather in Trafalgar Square and get merry as the clock struck midnight.

London nye

Presented by the Mayor of London, the event is broadcasted worldwide, so individuals all around the world can hear Big Ben’s “bongs” as the UK welcomes in the new year.

Rivalling that of Sydney Harbour’s electrifying display and the Times Square ball drop, London’s spectacle is one of the largest annual fireworks displays in the world. In recent years, over £2m has been spent on the event; however, only £1.5m went towards the toned down show last year.

What’s NYE in London without the fireworks?

With the display bringing staggering numbers of people into the city each year, it’s no doubt that New Year’s is a busy time for businesses in the London hospitality industry. But what happens when you take away this huge event?

Last year, the industry lost billions of pounds throughout the festive period and over New Year thanks to lockdown restrictions. After being placed in Tier 4, Londoners were forced to celebrate the occasion at home, watching what resembled the usual fireworks display on their TVs. Restaurants and pubs were unable to benefit from the holiday as Government guidelines required them to close.

This year, due to the cancelled annual celebration, hotels and restaurants could expect to face losses again, with people less likely to book accommodation in the capital without the display to look forward to.

However, only time will tell what impact the rumoured Trafalgar Square party will have on surrounding London businesses, as we await the release of further information.

One thing that we can take from this announcement is that we’re certainly not yet back to ‘normal’, and businesses will continue to feel the effects.

london nye fireworks

 

Are you worried that the cancellation of London’s NYE Fireworks display may threaten the success of your business? We’re confident we can help. Get in touch with Posh Cockney today.


squid game marketing

How social phenomenon Squid Game is being used as a marketing tool

What is everybody talking about?

If you still have not heard of or watched the new tv series, Squid Game, you must have been living under a rock. But just in case, whilst trying to not give any spoilers, let us briefly introduce it to you.

Hundreds of people with large debts accept an invitation to compete in children’s games for a huge money prize. However, the stakes are deadly, as they don’t know there is a catch – losers get killed. It sounds pretty scary and not everyone’s cup of tea, but the lessons from the games are worth the watch. Maybe avoid having children around while the series is on or you could be in for a sleepless night! 

squid game marketing tool

Squid Game as a global phenomenon

Since its launch on Netflix only three weeks ago, the show has experienced increasing popularity, having already been watched by millions of people on a global level.

In terms of social media coverage, the South Korean thriller has become one of the most viral topics of 2021. As of 5th October, over 9 million social media mentions have used the hashtag #squidgame, and over 8 million people have posted content related to the series.

The impact of Squid Game on the marketing world

Marketers saw this as the perfect opportunity to get playful with their brand messaging and take advantage of the social phenomenon.

They took notice of the trend, because being aware of what your audiences are doing and feeling is the key to the success of any successful brand. Therefore, to engage with their followers, some brands quickly started to act by posting content related to the show.

Some of the best advertising campaigns related to Squid Game are by brands, such as, Heineken, Pepsi and Domino’s, pictured below.

heineken squid game

pepsi squid game

squid game

Interestingly, Squid Game even had a positive impact on the fashion industry, according to data from Lyst, as seen by Vogue Business. Consumers are already looking to buy the signature costumes.

Within days of the show’s premiere, worldwide searches for red boiler suits (+62%), retro-inspired tracksuits (+97%), white slip-on sneakers (+145%) and white numbered T-shirts (+35%) have all increased dramatically. Vans, in particular, are the most viewed slip-on sneakers. According to the Sole Supplier, the sales of white slip-on Vans have increased by 7800% since the series’ launch.

What can we learn from this trend as businesses?

Nowadays, to attract and get the attention of more customers, marketers need to observe what they watch, understand the consumer’s point of view and engage with them in every way possible. It is essential for companies to know their audiences, because the better the observation, the better the engagement.

The case of Squid Game shows that even without officially collaborating, any brand can experience an increase in sales and media coverage, and be a part of a trend, if they act fast enough. Companies should not underestimate the power a TV show has over our culture.

What are your thoughts on the show if you’ve seen it? As Halloween is approaching, do you think Squid Game has created the next new costume trend?

 

For information about how your brand can engage with trending topics, get in touch with Posh Cockney today.


Social Media Blackout: What happens when everything goes dark?

In this day and age, everything revolves around social media. People are constantly on their phones from the minute they wake up until the moment they go to bed. Some may call this an addiction, but when everything happens online can you really blame us for being that dependent on social media?

On the 4th of October 2021, the unthinkable happened; Facebook, Instagram and Whatsapp went down for more than five hours which is now called the ‘great social media blackout of 2021’. For so many of us who rely heavily on social media and messaging sites to entertain ourselves and communicate with friends, family and work remotely, this blackout was something close to a nightmare.

With remote working and everything being managed through social media this phenomenon ruined the smooth running of many businesses for a whole day. This forced hiatus caused everyone to panic with communication being severed and deadlines being severely disrupted. Jobs in social media and marketing took an involuntary break with everything being down, which interfered with their daily work tasks leaving them in a frenzy. 

Dr Rachael Kent, lecturer in digital economy and society at King’s College London and founder of Dr Digital Health commented on the blackout’s effects on businesses. She said that “on the business front, there’s always going to be a lot of anxiety around not being able to manage and run your business effectively,” and continued to explain that “we live in an always-on, always-available culture that was immediately halted.”

The head of Whatsapp, William Cathcart, also took to Twitter to speak about the blackout where he said that “We know that people were unable to use @WhatsApp to connect with their friends, family, businesses, community groups, and more today — a humbling reminder of how much people and organizations rely on our app every day”.

This goes to show how important social media is nowadays for everything from communication to work, family etc. It plays a vital role in our daily lives and without it we feel incomplete. Especially now that everything’s online and people still work remotely we cannot manage if it’s not up and running.  

What are your thoughts on social media and what did you do when it went dark? Do you think we are addicted or do you think it’s part of our daily routine?


new normal hospitality

The 'New Normal' in Hospitality

The ‘New Normal’

The hospitality industry has been one of the most impacted industries during the COVID-19 pandemic. Indeed, the physical nature of hospitality totally contradicts the social distancing rules put in place over the past year. As a consequence, many businesses stopped their activities during lockdown, while others created innovative solutions to overcome and adapt to the current situation, shaping a ‘new normal’. For example, technology has been taken on as the go-to tool for the majority of hotels and restaurants.

A Digitalised World

For most of the hotels that survived the pandemic, their guest journeys have been re-imagined from being physical to contactless. Because of this, technology has had a major influence during this period. Hotels have had to forcibly invest in high-tech innovations to ride the trend and comply with safety requirements for customers and staff members. For example, establishments have replaced front desk check-in with mobile app check-in. Online communication tools have also become more efficient in terms of meeting customers’ requirements, delivering a high quality customer experience during their stay.

new normal hospitality

Restaurants have also gone digital. Online orders, e-menus and digital loyalty cards are the new upcoming trends for venues. Furthermore, restaurant owners have adjusted their menus and activities according to the new safety-oriented mindsets of their customers. In other words, go safe and show safe.

Many restaurants have provided contactless solutions for customers, such as pulley systems at registers to enable fluent transactions, hand-in and hand-out robots for orders, as well as smart-screen controlled shelves. Shaping the ‘new normal’ is what is required to maintain restaurants’ activity during the pandemic, but it’s also a great opportunity to reconsider implementing more technology into systems in the future, digitalising menus, payments and the store footprint.

new normal hospitality

Hygienic and Ethical Behaviours

Technology is not the only way, however, to survive in this industry after COVID-19. Hygienic and ethical behaviours are also very popular strategies to attract Gen-Z consumers. Subway, for instance, has introduced a new branding strategy capitalising on the tagline, ‘Eat Fresh’. Healthy and ethical activities are driving high value companies in the hospitality industry, especially for mature markets.

The Future of Hospitality

Overall, it seems as though digital methods will continue to stick around in the industry, and that companies already implementing tech solutions in their systems will find themselves ahead of the curve. However, will the hospitality industry completely eliminate human interaction within their activities, or will we create a hybrid of technology and physical contact?

restaurants new normal

 

Does your business need help adapting to the ‘new normal’? Get in touch with Posh Cockney today.


Staff shortages: A terrifying reality for the hospitality industry

“The hospitality industry is facing dire times”

pandemic hospitality

In the constantly evolving and unsteady world that we live in, it is very difficult for the economy to stay afloat. After nearly 18 months of the Covid-19 pandemic, hospitality businesses in the UK have been left out to dry. With Brexit also being a current reality, a lot is changing. Ultimately, the hospitality industry is facing dire times, presently accompanied by staff shortages and vacancies which have nearly tripled now that the sector is opening up again.

How have staff shortages come about?

Reports suggest that nearly 75% of London’s hospitality workers are primarily European. Now with Brexit, this figure is bound to change. 

Post-Brexit immigration laws have rendered many EU workers unable to stay and work in the UK. They have either chosen to quit their jobs and leave the country, or have been forced out due to rigorous new visa requirements.  

A new report states that around 90,000 workers have left the UK’s hospitality sector during the past year, which is a frightening statistic. This phenomenon, paired with training shortfalls and the uncertainty brought on by the pandemic, could very well put a halt on the industry’s ability to bounce back after being in lockdown for almost 18 months. 

The consequences of staff shortages

Studies published by The Confederation of British Industry (CBI) warn that staff shortages could continue for another two years. However, the consequences are prominent now. 

General Director of the CBI, Tony Danker, states that “The CBI has  heard from companies  actively cutting capacity  because they can’t meet demand,  like  the hoteliers limiting the number of bookable rooms because they don’t have enough housekeeping staff and can’t get linen laundered.” 

“Meanwhile some restaurant owners have had to choose between lunchtime and evening services when trying to make the most of summer.”

The staff crisis has not only affected businesses themselves, which are currently understaffed and cannot provide their usual quality and maximum output, but consumers and workers as well. 

staff shortages brexit

In some industries, shortages have severely contributed to businesses’ distribution issues and shops’ lack of stock with no one available to restock the shelves, leaving never-ending images of empty shelves in stores and hundreds of unsatisfied customers.

Moreover, hospitality workers have been forced to work longer hours under more stressful conditions to compensate for the under-staffed industry, leaving them at risk of burnout. 

Now, with the world opening up, this will remain a “growing constraint”, as characterised by the CBI, in an industry that wants to flourish like it did, pre-pandemic.

 

We are a team of experts committed to helping hospitality businesses thrive and reach their goals. If you believe your business is facing issues caused by the current economic crisis, do not hesitate to get in touch with Posh Cockney today. 


top influencer marketing agencies

DesignRush Lists Posh Cockney as Top 30 Influencer Marketing Agency

B2B marketplace, DesignRush, has ranked Posh Cockney among the Top 30 Influencer Marketing Agencies worldwide. 

DesignRush is a platform that works to help brands connect with top professional marketing and web design agencies, as well as technology companies, removing the laborious task of searching for these online. 

The marketplace lists the best agencies around the world, based on area of expertise, reviews, cost, and so on, generating qualified leads and projects for an extensive number of B2B companies. 

“We are delighted to have been recognised by DesignRush in the top influencer marketing agencies category. The last two years have been tough for the industry and we are sure this will be a great step towards us coming out of this, bigger and stronger than ever,” said Liam Norval, Posh Cockney CEO. 

Posh Cockney continually demonstrates a strong expertise in establishing and building influencer-brand relationships. Over the past few years, our database of contacts has grown immensely, enabling brands to connect with the right influencers for them. Influencer outreach continues to remain a vital part of Posh Cockney’s marketing strategy as we move forward with new and existing clients. 

influencer marketing agencies

Posh Cockney is a hospitality and lifestyle consultancy based in London, specialising in marketing, PR, event management and web development. We are a team of experts with passionate and creative minds, able to turn any brand’s vision into a reality. 

To learn more about how Posh Cockney can connect your brand with leading influencers, get in touch with us today. 


hospitality industry

How does the rise of staycations influence the hospitality industry?

What are staycations and why are they growing in popularity?

hospitality industry

We all know what a vacation is, but do you know what staycations are? ‘Staycation’ is a combination of the words, ‘stay’ and ‘vacation’, meaning a vacation that stays in your home country instead of abroad.

The staycation concept has experienced strong growth in popularity, not just nationally but in a lot of other countries, due to COVID-19 travel restrictions and consumers’ safety concerns over travelling abroad. According to research, a large number of UK individuals still do not feel comfortable traveling abroad under the current global climate, even with vaccination roll-out and lifted restrictions. As a result, Brits have decided to enjoy staycations within the UK. Research shows that 4 in 5 people are planning a 2021 staycation in the UK.

How does the growing demand for staycations affect the hospitality industry?

staycations hospitality

The global pandemic crisis has undoubtedly caused significant damage to the economy. With international travel restrictions and various lockdowns in the UK, hospitality businesses have experienced a tough time. They were forced to remain shut, and demand drastically decreased which led to sharp decrease in revenue and therefore profit.

The increasing demand for staycations helped boost the local hospitality industry, helping to aid its recovery from the loss caused by the pandemic. This was particularly true for businesses located in tourist hotspots, such as Cornwall, London and the Lake District.

Furthermore, research predicts that rise in demand for staycations will continue in the future, indicating that income generated by local consumers will increase and take up most of the income proportion. Building on this, it can be suggested that the main demographic for staycations will be UK consumers, until foreigners feel comfortable travelling to the UK.

How is the hospitality industry responding to the trend?

In response to the market demand, hospitality businesses and travel agencies have created increasing numbers of staycation deals and packages.

The trend has also indirectly indicated consumer concern regarding the COVID-19 pandemic; therefore, businesses have begun adopting flexible and transparent cancellation policies to maximise customers’ confidence in booking staycations.

City corporate hotels are also focusing more on aesthetic pleasure to compete with hospitality businesses which offer outstanding decoration or scenery.

 

Get in touch with Posh Cockney today for more advice on how to utilise the staycation trend and improve your business performance during these difficult times.


Instagrammable Restaurant

‘Instagrammable’ venues: Are they worth the hype?

‘Pics or it didn’t happen’

So many of us have become addicted to sharing every aspect of our lives on social media, whether that’s what we’re doing, wearing or, of course, eating. We’ve all been there: you’ve just sat down in a restaurant, ready to tuck into a meal, when your friend suddenly stops you for an ‘Instagrammable’ photo moment.

Just half a decade ago, this might have meant a ‘#foodporn’ post, displaying a beautifully arranged dish inspiring comments of heart-eye and mouth-drooling Emojis. Now, however, there is much less focus on the food, but rather on the venue itself.

The Birth of ‘Instagrammable’ Venues

Instagrammable Restaurant
Pez Playa, Majorca

Over time, businesses in the hospitality industry have become aware of the benefits resulting from this millennial habit. By uploading location-tagged images of venues on the app, customers are essentially providing free advertising for businesses, unprovoked.

So, why not take advantage of this? The past few years have seen hundreds of restaurants and cafes transform their venues into photogenic backdrops designed solely for Instagram feeds. It’s now hard to tell whether an influencer’s favourite bar is determined by its cocktail variety or collection of neon signs on display.

Some venues even go so far as asking their guests to post on the app, using specific hashtags to aid brand growth online. Take Pez Playa for example, one of Europe’s first Instagram-friendly restaurants. Based in Majorca, staff are trained to encourage use of the app in the venue, checking that customers have battery on their smartphones and offering freebies to customers who use the restaurant’s hashtag.

With photo-sharing intentions in mind, customers visit the restaurant for an aesthetically-pleasing experience. Waiters don’t just serve food, but present and carefully arrange dishes of artwork, adding to the endless list of photo opportunities on offer across the venue.

But what is it about the venue itself that appeals to the eyes (or tapping thumbs) of millennials and Gen-Z? What exactly makes a venue ‘Instagrammable’?

What makes a venue ‘Instagrammable’?

Much like any picture-worthy moment, customers need to be wow-ed by their surroundings before they are likely to open their smartphone camera. An Instagram story opportunity requires more than the average set of table and chairs.

Taking a look at some of London’s most popular, ‘Instagrammable’ venues, it’s easy to recognise patterns of features favoured by the app’s users. If you’re thinking of making your venue an Instagram-worthy spot or simply want more social media engagement, why not include:

  • Eye-catching neon signs – Create the perfect photo backdrop with a catchy slogan or quote highlighted in neon, like this one displayed in EL&N Café.

Instagrammable Neon Sign

  • A jungle of plants or trees – Appeal to the eco-conscious minds of young consumers by filling your venue with green plants or even trees amongst your tables and chairs.
  • Floral wall displays – Arguably, influencers’ favourite photo spots. Cover your walls from head-to-toe in beautiful artificial flowers.
  • Picture-perfect lighting – No photo is worthy for the ‘gram without good lighting – after all, you can’t take a ring-light everywhere! Illuminate your venue with beautiful lighting installations, such as this one in Circolo Popolare.

Instagrammable Venue Lighting

  • Millennial pink-everything – If all else fails, go for a millennial pink theme. Named colour of the year in 2016, the hue is featured across many interiors of popular London restaurants, such as the extremely popular, Sketch.
  • Novelty features – Nothing makes an Instagrammer get out their smartphone camera quicker than a novelty venue feature. Take this well-known, futuristic bathroom setup in Sketch, for example.

Instagrammable Novelty Futuristic Bathroom

  • Bathrooms perfect for mirror selfies – Everyone loves a bathroom mirror selfie, especially when the background looks presentable. Replace average toilet cubicles with a touch of luxury, as seen in these toilets at Brasserie of Light.

Instagrammable Bathroom Venue

How do businesses benefit?

Of course, it’s no doubt that a more visually attractive venue will entice more customers – it acts as good packaging. But how does being ‘Instagram-friendly’ in particular benefit a business?

Ultimately, ‘Instagrammable’ venues don’t just exist within the local community – they live online. Upon entering Sketch or EL&N Café, guests feel instantly inclined to share their lunch destination with their several-hundred or even several-thousand followers, scoring the business plenty of exposure.

Indeed, while a restaurant can gain good traction online from the general public, it can become a viral success from just one influencer share, with users of the app travelling from far and wide to enhance their Instagram-game.

A photogenic venue can also improve a business’ own Instagram-game. Having beautiful lighting and backdrops enables a company to present better quality social media posts, highlighting their venue as more appealing. This can significantly shape the way it is received online, increasing the brand’s engagement and therefore exposure.

Are ‘Instagrammable’ venues worth the hype?

Are they worth the hype

With so much thought put into a venue’s aesthetic appearance, we might question whether customers are still guaranteed a good quality dining experience in these well-known spots. Does the product itself match the quality of its packaging?

Alongside floral wall displays and neon signs, one feature that runs consistently throughout so many of these venues is a high price point. Venues like Saint Aymes and EL&N Café often receive mixed reviews for their ‘overpriced’ food, with several customers complaining that you pay for the photo opportunities.

On the other hand, restaurants like The Ivy Asia and Circolo Popolare have received consistently positive reviews which consider the venues’ dishes as worthwhile as their picturesque qualities.

Perhaps then, it’s a matter of doing your own research before committing to the sometimes dearer costs of an ‘Instagrammable’ dining experience.

From a business perspective, it’s vital that hospitality venues don’t lose touch with what they originally sought to do. Serving carefully made food and providing excellent service is just as important as gaining social media exposure. Achieving the right balance between the two is the best way to succeed in the hospitality industry.

 

If you would like to know more about how to gain exposure for your business on Instagram, get in touch with Posh Cockney today.


Sustainability in Business

The rapidly increasing growth of the importance of sustainability for businesses can be seen across all industries – with 62% of executives stating that to be competitive, businesses must adopt a sustainability strategy. On top of this, an extra 22% believe it will play an even greater role in future (Haanaes, 2016).

So, what does it mean to have sustainability in a business?

According to Alexandra Spiliakos from The Harvard Business School Online, sustainability practices are done so a company/brand/business can avoid a negative impact on the environment, community, or society in the long term (Spiliakos).

Notable examples of these business strategies can be seen in companies such as:

 

  • Nike – waste and footprint reduction
  • Unilever – waste and footprint reduction
  • IKEA – waste and footprint reduction, maximising material usage
  • BMW – reduction of pollution and increasing energy efficiency (Haanaes)

Windmills

But how can this be done for your business?

With sustainability, the specific approach taken by businesses is tailored by what effect the business has or wants to have on the environment or on society. Because there is such a broad list of elements to consider, each businesses’ sustainability approach needs to be made in response to its own internal goals and functionalities.

Therefore, certain sustainability strategies may take the form of:

  • Usage of sustainable materials in manufacturing/production 
  • Reduction of greenhouse gasses
  • Usage of renewable energy sources for power
  • Supporting the local community by dedicating sponsorship funds (Spiliakos)

Given that there is an obvious positive impact from adopting a sustainability approach on the environment and society (outwards), further positive impact can also affect the image and potential of a business (inwards). Commitment to sustainability causes business success (Gavin, 2018), whilst nowadays, a seemingly recurrent aspect of the investment process involves assessments of sections such as company carbon footprints, community development efforts and board diversity (Spiliakos). Therefore, if a business’s sustainability plan is strong enough to incite change in the outer world, it will draw back greater achievement for the business itself also.

Plastic Bottles

Two of Posh Cockney’s clients are following suit in dedicating their operations to greater sustainability. Concentrated on ethical fishing and minimising plastic waste, the Nipo-Brazilin fusion restaurant Temakinho believes sustainability is the key to the future. Meanwhile, the Mediterranean restaurant Olives N’ Meze is totally plastic-free, whilst the produce they serve is prepared and served entirely from scratch.

So, there you have it. As everyone knows, the dangers and awareness of climate change is an essential and unavoidable topic today. All businesses should want to enhance their appeal, growth, and impact on the market, but not just financially. 

As shown from the exponential growth of sustainable ideologies undertaken by companies today, it is undoubtedly clear that companies need to assess their own goals and ethics, and form that construct a custom business strategy dedicated to sustainability. This strategy should take into account the economic and/or social benefits it could be inciting, and work towards these benefits to contribute not only to the world around them but to their own productivity and success. 


The Rise of TikTok Marketing

What is TikTok?

Boasting over 800 million global active users, Chinese-born mobile app TikTok has experienced exponential growth since its initial launch in 2016. Advertised as a video-sharing platform for user-generated content, TikTok allows users to create short-form videos, ranging from fifteen seconds to three minutes, which combine clips with popular music, filters and text. 

On average, users spend roughly an hour a day rapidly consuming content via their ‘For You Page’, the app’s personalised feed which caters to users’ viewing desires.

Is it just for Teenagers?

Indeed, while the name ‘TikTok’ may initially prompt thoughts of dancing teenagers and lip-syncing videos, it has now become the hub of a much wider range of entertaining content, not far from stealing YouTube’s crown as the superior video-sharing platform. Popular video topics on the app include comedy, fitness, fashion, DIY and pranks, targeting a diverse variety of audiences.

Millions of TikTok users take advantage of the platform’s potential for virality, displaying their talents or skills in hope of achieving stardom. So, why shouldn’t businesses do the same? 

Having been labelled the fastest growing social media platform of all time, marketers are attracted to TikTok for its ability to reach and engage huge audiences of potential consumers. However, while the app is still relatively young, many business owners remain apprehensive about posting content on the platform. 

 

So, why market your business on TikTok?

  • It holds the potential to go viral. Creating viral content on TikTok can be the most effective way of keeping your brand at the forefront of consumers’ minds. Thanks to TikTok’s smart algorithm, users with zero followers on the app can skyrocket to fame over night after posting just one video. Unsurprisingly, the same goes for brands. As long as your content is carefully planned to appeal to your audience, there is no reason why it shouldn’t spread like wildfire. TikTok is built for virality, with formats like hashtag challenges constantly promoting new waves of trends. Many companies have achieved record-breaking engagement levels on the app by generating their own branded hashtag challenges and reaching out to well-known “TikTokers” to participate. 

 

  • It is extremely influential. Ever heard of Old Town Road by Lil Nas X? Or Driver’s Licence by Olivia Rodrigo? You most likely have because both songs were huge hits, charting at number one for significant periods of time. Why? TikTok popularised them through trends and challenges, leading to a more mainstream, cultural impact. Big trends on TikTok rarely linger within the periphery of the app, with most social media memes now originating on one’s For You Page. If your branded hashtag challenge goes viral on TikTok, it is likely to catch the attention of consumers on Instagram, Twitter and Facebook, exposing an even larger audience to your brand.

 

  • It can humanise your brand. While channels like Instagram might show off the flashier side of your business, TikTok’s humorous, creative environment enables consumers to witness your brand’s more human side. Participating in viral trends and challenges while also exhibiting humorous qualities can effortlessly highlight your brand’s personality and voice, rather than leaving this masked by its corporate identity. Your brand simply needs to weave itself into TikTok’s online culture, defined by fellow creators.

 

  • It’s accessible. Expensive cameras, studio lighting and a glam team are unheard of among viral creators on TikTok. In fact, some of the most viewed TikToks have been filmed in creators’ bedrooms, back gardens, or city centres, all using a smartphone. For businesses aiming to adapt to this landscape, they must follow suit, as encouraged by TikTok itself: ‘Don’t make ads, make TikToks’. Rather than ‘thinking like advertisers’, brands are persuaded to ‘behave like creators’, taking a step back from more expensive marketing tactics. Essentially, the only ingredients for achieving TikTok success are creativity and imagination. 

 

Which brands are doing it best?

Samsung – @samsung

Samsung saw record-breaking numbers with their #VideoSnapChallenge earlier this year. With videos including a promotional collaboration with K-Pop superstars, BTS, and contributions from well-known creators, the challenge accumulated 33 billion views across the app. How’s that for exposure?

Samsung tiktok

ASOS – @asos

Online fashion retailer, ASOS, know their way best around influencer collaborations on TikTok. Coining the hashtag, #asostiktakeover, the brand have been able to expand their audience significantly by working with well-known TikTok creators, such as @abbyroberts and @the.navarose (pictured below). This well-performed strategy has enhanced the brand’s presence across TikTok, as well as in the minds of Gen-Z. 

Asos tiktok

 

Ryanair – @ryanair 

Ryanair offers a perfect example of TikTok’s unrivalled ability to humanise a brand. Prompted by the prevailing effects of the pandemic, the airline flew to TikTok in an attempt to maintain their brand awareness during the travel ban. Since then, Ryanair have achieved staggering numbers on the app through its engagement with Gen-Z humour and trending memes. The airline is no longer just a large corporation but has become a well-loved personality among young people. 

Ryan air tiktok

 

If you would like more information about how Posh Cockney can help your brand break into the world of TikTok, get in touch today.