TikTok is a highly popular app that lets users share short edited videos. The app gives users the opportunity to post content using different voices, soundbytes and music clips as well as extra effects and filters that emphasize their message. It’s particularly popular among the younger demographic. 

TikTok is increasingly popular for large companies looking to spread their brand and image by way of employees posting fun brand-related content. Examples include companies like Walmart and Dunkin’ Donuts. 

As Michael Waters reports for Modern Retail:

“Spotlight, which the company began testing this fall, remakes Walmart employees into public-facing company advocates. It’s an outgrowth of Walmart’s My Local Social program, which asked volunteer employees to post on behalf of their local stores. 

Now, under Spotlight, each employee is the brand. Spotlight is designed to showcase a behind-the-scenes look at life at Walmart.”

This includes platforms such as Instagram, TikTok and others that show the “human side” and social life of Walmart employees, increasing the public’s engagement with the brand. Eventually it hopes to get 1.5 million of its workers in on the act. 

Brands like Dunkin’ Donuts are doing the same and encouraging employees to use apps like TikTok to spread the message and popularize the brand further. 

TikTok is well suited to today’s business climate with high engagement rates and short, catchy videos that particularly appeal to the younger demographic and help grow and solidify customer bases for well-known and up-and-coming brands. 

Offering incentives including prizes for the videos that get the most feedback is an excellent and savvy way to increase engagement and encourage employees to post interaction-heavy and entertaining content that promotes the brand.