Video sharing app TikTok is undoubtedly the darling of short video marketing this year, where followers can easily interact with video creators.

“Platforms like TikTok are starting to become a channel for influencers to grow their brands,” said Melanie Cohn, senior manager of brand engagement at Dunkin’ Brands. It is understood that Dunkin’ is not the only brand eyeing this emerging platform.

In August, Macy’s partnered with TikTok influencers to launch a video challenge linked to the “All Brand New” opening ad campaign. Macy’s invites TikTok users to upload their own videos to show off their style. The campaign also included a TV commercial that was integrated into NBCUniversal’s original show The Dead Girls Detective Agency.

TikTok also helps Chipotle Mexican Grill connect with creators and create stunts like “lid flip” challenges. The restaurant chain teamed up with YouTuber David Dobrik to challenge TikTok users to perform bottle-flipping with burrito bowls. According to a June 2019 CNBC article, the six-day campaign started with 104 million videos and garnered 110,000 challenge applications.

“What excites me about TikTok is the reach and reach, and we can build campaigns around the brand in a really interesting way,” said Chipotle. “It’s not about building a huge following for Chipotle or any other brand. , because it’s a very different platform.”

Leslie Emmons Burthey, vice president of marketing at subscription service FabFitFun, said the company is also eyeing the emerging platform: “We’ve been testing, and we’re definitely looking at TikTok.”

Brands know that TikTok is different from YouTube. TikTok videos are short and quirky, often covering a variety of challenges and video topics, and creators can invite followers to upload their own videos to expand their brand exposure, according to eMarketer’s lead analyst “2019 Social Media Video Advertising” report.

While TikTok is in full swing, the vast majority of marketers have yet to start using TikTok. According to Sprout Social, as of February 2019, only 4% of U.S. social media marketers use the platform, compared to 49% using YouTube. Facebook tops out at 89%, with Instagram in second place (65%), followed by Twitter ahead of YouTube at 50%.

In addition to buying paid ads, brands can work directly with TikTok creators, just as they do on other social media.