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How Brands are Implementing TikTok During the COVID-19 Crisis

How Brands are Implementing TikTok During the COVID-19 Crisis

What immediately comes to mind when you think of TikTok? Dances, memes, challenges, and music, of course! All the things we love about TikTok have kept us connected as we’ve adjusted to the new norm of social distancing, and smart brands have found innovative ways to use the popular platform to reach consumers. Although Gen Z dominates the platform, Millennials, Gen X, and even Baby Boomers have adopted the app in search of entertainment while stuck at home. 

Just a week after the CDC recommended self-isolation, TikTok saw a whopping 18% increase in downloads. It’s not surprising that the number of TikTok users spiked as countries around the world implemented a lockdown and the surge of new users doesn’t look like it’s going to die down anytime soon. 

Taking advantage of the app’s increase in users, brands are teaming up with TikTok to entertain, educate, build community, and create social good.


With the inability to social distance safely at music festivals and concert venues, music lovers around the world were disappointed when popular events like Coachella were cancelled. Even though our tickets to live in-person events were no longer valid, brands like LivexLive pivoted, partnering with TikTok to host the app’s first-ever digital musical festival. 

The 48-hour event helped raise money for the MusiCares COVID-19 Relief Fund, supporting artists in the music community impacted by coronavirus. Artists performing from inside their homes promoting social distancing generated 50 million views.

It just goes to show that live music still has a magical way of connecting us – even virtually!


Move over Schoolhouse Rock and make way for “Schoolhouse Tok!” While Tiktok’s main demographic may not understand the reference to classic educational programming, they’re definitely familiar with the new. 

The World Health Organization recently debuted on TikTok (@who) with an account designed to educate the public about reducing and preventing the spread of the virus. It provides valid, vetted, scientific information about all things COVID-19. 

We’re also loving how it dispels myths through educational live streams. During these live streams, viewers are invited to ask experts questions about the coronavirus. Sure, learning choreographed dances in your living room is a fun way to beat self-isolation boredom, but knowledge is a far more powerful force.

screenshot of world health organization TikTok feed



Teachers work hard to build community in their classrooms but how do you build community when you have to stay apart? 

OG backpack brand, JanSport launched the #UnpackThatChallenge on TikTok in an effort to build community among students participating in online education.

To promote a positive and hopeful message to those around the world, TikTok-ers were encouraged to create videos of themselves pulling school day essentials out of their Jansport backpacks. Students also showed their at-home workspaces as a way to connect with others around the world. The campaign also helped other students in need through World Central Kitchen. Talk about Jansport literally having your back! 

@nessaabarretttime to work in my room with my cute JanSport bag! join in the ##UnpackThatChallenge w me! ##ad 💗

♬ seasons nineteen – Greyson Chance

It’s hard to remember to be thankful during the COVID-19 chaos but Aerie asked their followers to do just that. The trendy loungewear brand owned by American Eagle Outfitters launched a campaign on the platform inviting users to post a video with the #AerieRealPositivity hashtag. 

Uber-popular TikTok star Charli D’Amelio kicked off the challenges by posting a video of her own. As a result of encouraging her 55.8 million followers to join in, Aerie gained over 17,000 followers in just two weeks. It just goes to show positivity is contagious and the world could use a little love right now!

Social Good 

If you’re a TikTok addict (#nojudgement), you know the ultimate goal for most users is to create their own dance in hopes it goes viral. Proctor & Gamble partnered with Charli D’Amelio to promote the #DistanceDance challenge, where users were encouraged to share their creative dances while practicing social distancing at home. The company integrated TikTok’s new interactive donation stickers, giving TikTok-ers the option of generating donations benefiting Feeding America. Going viral while also making a difference in the world? #GOALS

@charlidamelioStay home & do the ##distancedance. Tag me & the hashtag in your video. P&G will donate to Feeding America & Matthew 25 for first 3M videos ##PGPartner♬ Big Up’s (feat. Yung Nnelg) – Jordyn, Nic Da Kid


Kaiser Permanente created the sponsored hashtag #OwnTheCurve as an attempt to slow the spread of the virus by encouraging physical distancing amongst 18- to 25-year-olds. 

#OwnTheCurve launched with the help of Gen Z TikTok-er Addison Rae. She posted a video asking her 40 million followers to share how they are helping stop the spread of COVID-19. The campaign currently sits at over 2.5 billion views, making it one of the most successful brand campaigns the platform has had to date. 

Brands that are staying ahead of the TikTok curve while also flattening the one on coronavirus?  #ROUNDOFAPPLAUSE


Y’all, the more we wash our hands, stay home, and physical distance, the more we ##ownthecurve and get through this together! ##Sponsored

♬ I Gotta Feeling – Tik Tok Assistant


During a time where so many of us are isolated and facing uncertainty, social media has helped society stay more connected than ever before. The current pandemic has given TikTok a chance to shine while brands are getting the opportunity to test marketing efforts in a new advertising space. Here’s to making the world a better place, one TikTok at a time!

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