Ever Heard of ArtTok?

Find out how your brand can join the ArtTok conversation on TikTok, expanding your reach to new audiences.

The world of art has seen an emergence of innovative ways for creatives and artists to showcase their work, ranging from online content creation to NFTs to brand-artist collaborations. Since 2020, the internet has become the primary platform for art consumption, with social media playing a key role in democratizing the art world by providing an inclusive platform for emerging artists to exhibit their work and for art enthusiasts to enjoy it.

So, where do brands come in? Read on to find out how you can take the TikTok plunge leveraging the ArtTok strategy and reach a new group of potential consumers.

First off, what is ArtTok?

In 2023, #ArtTok surpassed 15,6 B views, making art content one of the most-consumed topics on the platform. The hashtag combines the best of TikTok’s short-form video content with the world of art, providing a curated experience that’s tailored to your interests.

You can discover new artists, follow your favorite creators and connect with other like-minded peers all across traditional art forms like painting and drawing to digital art, sculpture and even performance art. As an artist, you can grow your audience and develop skills with the app’s wealth of tutorials, tutorials, tips and tricks, collected under the hashtag.

ArtTok for brands

ArtTok offers a unique opportunity for brands to engage with their target audience in creative and impactful ways. Here are a few ways that brands can leverage ArtTok to boost their audience and drive engagement:

1. Partner with ArtTok creators

Brands can collaborate with popular ArtTok creators to create sponsored content that highlights their products or services. These creators have already built up a dedicated following and can create authentic content that resonates with a young and diverse audience, shedding new light onto your brand.

For its Flavor Lab lip balm, skincare brand Eos collaborated with 11 TikTok artists, including @devonrodriguezart, @auditydraws, @fritzdoesart and more, to transform the product into works of art. Since its launch, the #eosflavorlab campaign has amassed over 34.4 million views.

2. Launch challenges and contests

Brands can create challenges and contests that encourage ArtTok users to create content that features their products or services. This could be anything from dance challenges to makeup tutorials, as long as the challenge is fun and engaging.

To promote its SurfaceGo3, Microsoft tapped into the ArtTok community with a new art challenge, a portrait art challenge and more.

3. Showcase behind-the-scenes content

Brands can use ArtTok to showcase behind-the-scenes content, such as product development, photo shoots or brand events. This type of content gives users a glimpse into the brand’s personality and can create a sense of community around the brand.

For its XPS creative laptop launch, Dell France invested in an entire BTS series in collaboration with @wonguy, reaching almost 4.4 mln views on the influencer channel alone.

These are just a few ideas of how your brand can benefit from the ArtTok stream on TikTok. With the platform’s ever-evolving trends and features, the possibilities are endless for brands and creators alike looking to make a splash on the social media scene and beyond.

Want to grow on TikTok with an artistic touch?
Get in touch to learn more!

Palina Viarbitskaya
Palina Viarbitskaya