The power of TikTok cannot be underestimated. With billions of monthly video views and many Internet users admitting to spending an average of 14 hours scrolling through it, TikTok has become a force beyond social media platform norms. It offers unique broadcasting opportunities to brands of all sizes.
For many direct-to-consumer(D2C) companies, TikTok is an ideal platform to reach their audience. Marvonovo, a rising D2C brand, is a perfect example. The brand sells novel electronics and home goods, targeting the European and American markets. And due to its success on Tiktok, it is preparing to march to other global markets in the near future.
The Brand Story of Marvonovo
Marvonovo has long been an advocate for creating marvelous moments in everyday life. As the brand name indicates, it aims to create “marvellous novelty” in everyday life with its consumers. That’s why it continuously provides products that are fun, useful as well as affordable. This commission also echoes with TikTok advocate.
The earphone cleaning pen is one of the brand’s most popular products on TikTok. It has 3 different cleaning heads: a high-density brush, a pen tip, and a flocking sponge. Each has different cleaning effects. For people who use earbuds on a daily basis, this product can be a life-saver. It easily gets down into the small nooks and crannies of the earphones and makes earphones clean as new.
“I’ve had my Airpods for over a year and when the sound quality was diminishing, I was afraid they had a short life expectancy and I would need to get a new pair,” said one satisfied shopper. “Enter this product-it literally took five minutes to clean each earbud effectively, and instantly the sound quality was as good as new!” Many consumers even share videos about the amazing cleaning effect and how they like the product on TikTok.
Marvonovo’s TikTok Marketing Strategies
Use branded content to drive conversations
Marvonovo makes their product video in light, humorous video scenarios based on customer experiences. By keeping production values minimal, however, all of the content comes across as genuine and has the feel of being user-generated. Apart from product videos, Marvonovo also regularly posts a mixture of tips, recipes, fun facts, and hacks about their menu items. The information is useful to fans and followers.
Influencer Marketing Strategy
Marvonovo puts massive efforts into influencer marketing. The brand forms a special team in charge of collaboration with TikTok creators. When it comes to evaluating creators, Marvonovo prioritizes following and viewership. If only 5,000 people follow an account, for instance, but the creator has consistently high viewership, then it’s likely the creator produces engaging content. If an account has a large following but doesn’t consistently reach a lot of people, the following doesn’t mean anything when it’s time to measure results.
Marvonovo is always careful about how the creators interact with the brand’s products in a meaningful way in their videos. For example, tutorials, reviews, and product explanations. The brand strikes a balance between creator-led and brand-let content.
TikTok Paid Ads
Marvonovo invests in paid advertising on TikTok to further boost its brand’s impact on the app’s
audience. And the brand always mixes and matches its creative styles. Rather than using one type
of creative, or very similar creatives, Marvonovo switches up its style by updating its creative every seven days to avoid audience fatigue.
It’s also important to know TikTok paid ads can be combined with influencer marketing. In the recent Marvonovo ad, the brand uses a combo strategy of a branded hashtag challenge + a custom sound + creator partnerships + Top View ads. Each component magnified the others, resulting in massive reach.
Final Thoughts
With more than 2.6 billion downloads and 1.2 billion active users, TikTok is a social media platform you cannot afford to sleep on. Stats also show that this is no longer the “Teens app” it used to be. Sure, Gen Z are still the biggest users globally, but other age groups are also catching on.
Unless you want your competitors to push you out of the market, a TikTok marketing strategy is crucial for your brand. Marvonovo’s TikTok marketing strategies have a lot for D2C brands to learn. Apply those lessons consistently and you’ll have a recipe for an eventual viral videos. And even if it’s not the one you thought would take off, remember: It’s all part of the overarching strategy for TikTok marketing success. Above all, the most important thing is for brands to take it for a spin themselves with a free demo, and see what a difference it can make for your brand!
