6 TikTok Accounts: 6 TikTok Tactics

Jacob Cardwell
Jacob Cardwell

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What do Sylvanian Families, hot juicers, angry owls and global geopolitics all have in common? They are all totally viable and successful TikTok tactics that we can learn a whole lot from (duh!).

Here is a quick listicle of 6 TikTok accounts that are killing the game:

Tactic #1: Self Deprecate, the Internet will hate you anyway.

As we move towards a social media landscape governed by Gen Z, careful brand curation is thrown out the window in favour of creative chaos. A key pillar of this chaos is the ability to enact some form of brand self-deprecation and awareness. Yes, it’s scary – but the payoff can be more than worth it: see Ryanair.

With 1.6 million followers, Ryanair is not afraid to play with the public’s general conception of the brand and its services. From TikToks about the lack of TV screens on seats to lofi content poking fun at their garish blue and yellow colour scheme; Ryanair has cracked the code when achieving just the right balance between self-deprecation and showing off.

TikTok has repeatedly pushed the rhetoric of making TikTok’s and not adverts, and so many ‘average user’s’ TikTok profiles spend a majority of their space utilising a consistent undertone of making fun of themselves. Re-telling date horror stories, reenacting school-time embarrassments and even pointing out their visual flaws in a comedic manner – these are all common forms for content found on the app. This should be no different for brands – turn your ‘weak points’ or common complaints into jokes to develop a humanised voice that increases relatability, and ultimately engagement. But a word of warning – do be careful as the Internet can be a very harsh place as Im sure you all already know. But seriously, people are mean.

Tactic #2: If you’ve got it, Flaunt It.

Look, we are just going to say it – there’s a lot of hot people out there. Whatever your type, it’s a universal experience to be scrolling and then suddenly stop in your tracks when a drop-dead gorgeous content creator appears on your feed (don’t try to deny it). In the world of social, we always talk about thumb-stopping visuals, and sometimes you have that right under your very own roof.

A brand that understands this better than anyone is Joe and the Juice, who utilise their ‘juicers’ in a very clever way. Don’t be afraid to make your TikTok a tiny bit of a thirst trap – it’s what the app is for.

They have a recurring ‘cast’ of employees who bring in the numbers from their sheer charisma 😉. Showing off the team also put humans front and centre of the account – which is great as users enjoy knowing that your branded content is made by humans and not corporate monsters. It’s a chance to humanise your brand and make people feel extreme FOMO.

Tactic #3: Chaos is a Ladder

If social media proves anything, it is that sense is out the window in favour of the fantastic and strange. Chaos is so hot right now. It’s worth noting that this isn’t just the case on TikTok – from those weird Gen Z memes to the short 3 second videos on ‘stan twitter’, nothing makes sense anymore and that’s okay. Embrace the chaos.

It’s fairly obvious who we are going to use as an example here: the famous Duolingo. Found at the top of every ‘best TikTok’s’ list last year and universally enamoured due to its wacky output, Duolingo shows how embracing the fast-paced and non-sensical nature of social media has the potential to skyrocket brands into TikTok stardom.

We are not sure there is much point in dissecting these TikToks, they kind of speak for themselves:

#Tactic #4: Find the micro-trends, make them your own.

Remember Sylvanian families? Those cute mice, and other rodents, in frilly dresses and victorian dollhouses? Well, TikTok did its usual magic and created a micro-trend around the toys having all kinds of Kardashian-esque drama. It was strange, to say the least.

Not many brands jumped onto this trend – because it was niche, short and snappy and ultimately – very very strange. However, it can be rewarding to hop onto these niche smaller trends. Companies like Duolingo and Ryanair are often very quick (and successful) to utilise globally trending sounds/topics. So searching for smaller microtrends can be a very useful tactic.

Being part of a smaller number of brands that utilise smaller user driven trends for themselves will sometimes increase your engagement a bit more than being the 10,000 brands to post a ‘things that just make sense’ TikTok – although there are pros and cons to both. In fact, the best bet is to try a bit of both. This is something British streetwear brand Lazy Oaf do well – for example utilising the Sylvanian Families trend to mirror work party drama (produced by the user who started the trend):

Tactic #5: Teach something new!

Yes, our Mums always used to say if we spent too long staring at the screen our eyes would turn square and our brains would rot. And sure, staring at TikTok for hours can lead you into some sort of weird dissociative state, but there is also more to TikTok than watching dolls beef or someone prancing around in a giant bird costume.

People (and brands) often forget that social media is the perfect platform for knowledge sharing – and this can hook people in on a timeline saturated to the brim with memes and trend-driven content.

Sometimes it is worth taking a step back and thinking about what specialist knowledge you have to offer such a space. For example, it’s worth taking inspiration from The Washington Post’s TikTok which very cleverly breaks down complex things such as geopolitical conflict or the findings of the coveted Sue Gray report.

Whilst we are not advocating for your brand’s TikTok to become a space to talk about topics such as these, the style of content produced could easily be remixed and fit snugly into your brand’s expertise – whether that be cars, chocolate or cereal. Everyone has some sort of knowledge to share that the TikTok userbase will find interesting.

Tactic #6: All of the above.

You have caught us – we have saved the best TikTok account until last so you read the whole blog post. We are serious about TikTok, and with our team of in house experts, we make sure we practice what we preach (no hypocrites here).

By utilising our amazing (and charismatic 😉) team, advocating for creative chaos and teaching easy/accessible TikTok tricks – Spin’s TikTok account truly is our magnum opus. Don’t be afraid – go have a look.

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We're thrilled to announce that Spin has won the Best Charity/Non-Profit Campaign award at this year's Global Social Media Awards for work with UICC.

Our campaign was celebrated for its innovative use of video strategy, which the judges described as "exceptionally clever." By integrating creativity uniquely and effectively, we crafted a campaign that not only captivated audiences but also drove substantial engagement and support for a vital cause. The judges were particularly impressed by our approach to the brief, highlighting our "strong creative idea and insightful execution."

One of the key challenges we faced was operating within strict budget constraints. However, this limitation only fuelled our creativity, pushing us to think outside the box and maximise every resource at our disposal. The result was a campaign that not only achieved its goals but did so with flair and efficiency, proving that creativity thrives under pressure.

Max Whicher and Alex Bodini, co-founders of Spin, shared their excitement about the win: "We are immensely proud of our team for their hard work and creativity. This award reflects our commitment to supporting charitable causes through powerful social media storytelling. It's a privilege to see our efforts recognised on such a prestigious platform."

This victory at the Global Social Media Awards is not just a win for Spin but a win for creativity and social good. We look forward to continuing to break barriers and create impactful campaigns that resonate widely and deeply.

To learn more about our award-winning approach and how we can help your organisation make a significant impact, please get in touch with us below.

Thank you to the Global Social Media Awards for this incredible honour and to everyone who continues to support our journey. Here's to more creativity, more impact, and more wins in the future!

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This year we were incredibly proud to have had three of our client’s April Fools campaigns recognised as some of the best in 2024. Our Marmite x Ann Summers collab was crowned 'Top April Fool's Prank of 2024' and our work with Princes and Napolina were also featured in The Grocer's 'Best Foodie Pranks' list.

The key to any successful, humour-led marketing campaign is getting the tone right and capturing the mood of the audience. So how do you create a campaign that builds momentum and gets your brand noticed?

When ideating across our clients, we ask ourselves a few key questions to spark those big ideas:

What are the biggest consumer trends right now?
The biggest trends often have the most impact because of that magic word: relevance. Think Pet Subscription Boxes from Gusto or CBD Hash Browns from Iceland.

What's too good to be true—the things your consumers dream of becoming a reality?

The cookie dough paint from Dulux sounds like something we'd love on our walls!

What's awkwardly close to possibility but, at the same time, downright mental?

Think Guinness Cologne or The Sainsbury’s Double Decker Trolley (though we're less sure about its practicality here!)

What's the most weird and wonderful collaboration we could possibly think of to stun your community?
AldiAir was one to remember!

After doing some blue-sky thinking, you want to focus on relevance. Is the idea relevant to your audience and is it aligned with your brand strategy? If the answer is yes, you might have your winning idea!

To get your creative juices flowing, here’s some insight into what Spin did this April Fool’s:

Our Ann Summers Marmite collaboration made no sense but was the epic result of two glorious British brands partnering together. It was a truly weird and wonderful collaboration that got our communities buzzing—and believe it or not, it fit our "too good to be true" category too, with our followers dying to try this unique lube concoction! (For better or worse!)

For Princes and their tuna drink, we tapped into trends of 'nutrition' and the recent broth phenomenon, we thought our audience would LOVE a tuna drink packed with protein and the good stuff! Filming it in that classic American infomercial style, we thought we could highlight just how great this drink is. Although people seemed more interested in a sunflower tuna drink 👀.

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The Power of Fresh Perspectives:
Big agencies are known for their frameworks and processes. While these ensure consistency, some entries felt a bit…uninspired.  In contrast, the most exciting ideas often came from the most junior creatives. This is a powerful reminder that fresh perspectives can breathe new life into established brands.

Brand Brilliance:
The talent on the brand side was phenomenal.  It made me wonder: are these brilliant minds being fully utilised in-house?  There's a goldmine of creativity waiting to be tapped into.  Agencies and brands should work together to create an environment where brand voices can truly shine.

The Extra Mile Makes the Difference:
The entries that went the extra mile truly shined. This isn't about bells and whistles, but about a genuine commitment to the idea. Don't be afraid to push the boundaries and invest the time and energy to bring your vision to life. It shows.

Standing Out from the Crowd:
Unique ideas are rare gems. There were a few entries with near-identical concepts.  Breakthrough creativity requires taking risks and challenging the status quo. Don't settle for "good enough."  Strive to be truly remarkable.

Less is More:
Killer presentations are clear and concise.  Ditch the word clutter and focus on crafting a compelling narrative that showcases your idea's potential.

The Dream Team:
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The Future is Bright:
Being a Cannes Lions judge was a humbling experience.  The talent pool is overflowing with potential.  It's an exciting time for the advertising industry, and I can't wait to connect with these Young Lions in June with the Spin team.

What does this mean for your brand?
The insights from the Young Lions competition offer valuable takeaways for established brands:

  • Embrace fresh perspectives: Don't be afraid to tap into the creativity of your younger team members or partner with agencies that encourage out-of-the-box thinking.
  • Empower your brand team: Your brand ambassadors have a deep understanding of your audience and a unique voice. Give them the space to contribute meaningfully to your marketing strategy.
  • Invest in your ideas: Don't settle for mediocre. Give your team the resources and support they need to bring their big ideas to life.
  • Seek out unique solutions: Challenge the status quo and don't be afraid to take risks. Stand out from the crowd with truly remarkable campaigns.
  • Foster collaboration: The best creative results come from strong partnerships between copywriters, designers, and brand strategists.

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