TikTok isn't just for lip-syncing teens anymore. It's the fastest-growing app in America and brands are finally realizing its advertising potential.
Viewers who engage with a brand's video are 150% more likely to buy their product or service. They're also 350% more likely to visit the brand's physical store and 40% more likely to visit their website.
To help brands get started, we've compiled a list of 10 brands killing it on Tiktok and a few proven stategies to take your Tiktok game to the next level.
Top Brands on TikTok
First, let's take a look at some of the top brands using the platform successfully.
1. Gymshark
Gymshark - @gymshark
Gymshark is a prime example of a brand that grasped TikTok's potential from the start and built a content strategy around it. This has paid off with 3.5 million followers on their TikTok account - one of the highest numbers seen among brands without prior backing from a major media company.
Gymshark's posts are always engaging, but also motivating at the same time. The brand posts at least once a day and stays ahead of the game by keeping up with current trends on the platform. They participate in popular hashtags and challenges, and collaborate with well-known creators to bring their content to life.
By adapting to what's popular on TikTok and incorporating it into their brand voice and style, Gymshark has created a loyal following and solidified their presence on the platform. The brand has managed to achieve this level of success by constantly posting high-quality, relevant content that resonates with its target audience.
2. Netflix
Netflix | @netflix
Netflix sits at an incredible 22.5 million followers with many of their video views in the millions. Many of Netflix’s TikTok videos are expertly cut from their own streaming content in ways that come off native to the platform. They also use the platform to promote upcoming releases, behind-the-scenes content, and exclusive interviews with the actors.
Netflix also has fun series including #whoworeitbest while they were promoting the hit show Selling Sunset and quick games like “Guess the Netflix show.” These types of series get users involved in the comments, increasing engagement and shareability.
3. Red Bull
Red Bull - @redbull
Red Bull is a leader in creating viral digital content and its success on TikTok is no exception. With over 6.6 million followers, Red Bull is one of the most popular branded accounts on the platform. The hashtag #givesyouwings has been viewed over 1 billion times.
Red Bull knows how to participate in trending hashtags and challenges, but also excels at hooking its audience quickly with engaging content. Their videos, whether they are extreme stunts or showcase someone with remarkable skills, are impossible to ignore. This is a key aspect all brands should strive for when creating their TikTok content. Red Bull proves that it's possible to be successful on the platform without solely creating content explicitly for TikTok.
4. Duolingo
Duolingo - @duolingo
Duolingo's success on TikTok is thanks to the angry owl mascot, brought to life by Zaria Parvez, a Gen Z social media manager. With encouragement to "go viral," she used Gen Z humor and trends to create a relatable and funny character.
This sparked a new trend in TikTok, #mascottok, where other brands brought their own characters to life. Duolingo has now become the standard for experimentation, humor, and brand voice on TikTok with 4.1 million followers and 77.2 million likes. Other brands, like Hootsuite and Sour Patch Kids, followed Duolingo's success by creating their own mascots.
5. Chipotle
Chipotle - @chipotle
Mexican chain Chipotle has gained over 1.7 million followers and 3.8 million likes on TikTok. The brand's success began with the #ChipotleLidFlip Challenge, started by a passionate employee. Over 100,000 users joined in, and Chipotle was one of the first brands to participate in TikTok's Branded Hashtag Challenge, raising awareness for the official Chipotle Business Account.
Chipotle continued their success with the #GuacDance challenge in July. Over 250,000 videos were submitted, and the stunt received 430 million video starts in just six days. On National Guacamole Day, Chipotle reported over 800,000 sales of guac.
Chipotle has also entered the VR world, hosting a Boorito Halloween event in Roblox and advertising on TikTok with the hashtag #Boorito. This hashtag received over 4.2 billion views. Chipotle also re-opened their Roblox store for National Burrito Day, promoting it through videos on TikTok.
6. The Washington Post
The Washington Post - @washingtonpost
The Washington Post is a surprising success on TikTok, attracting younger audiences with its engaging and entertaining content. The account is run by Dave, who adds a "dorky dad" touch to popular memes and videos on the platform. This strategy has earned the Post over 445K followers and a positive image among TikTok's youthful demographic.
The Post aims to be creative while staying true to its goal of providing timely news coverage. They use in-feed ads to promote their articles by making humorous skits about the news, encouraging readers to click the link to read more on their website. This approach proves successful as it both entertains and informs the audience.
7. Guess
Guess - @guess
Guess hit the ground running on TikTok with their first post promoting the #InMyDenim campaign. Creators quickly changed from old clothes to stylish Guess outfits in the challenge. Guess teamed up with Bebe Rexha and her song "I'm a Mess," which was used as the sound for most of the user-generated content, resulting in deeper engagement with the audience. Influencers like @ourfire and @jackjerry helped drive views, with videos using the hashtag receiving over 53.5 million views.
Guess continued to succeed with their #LoveGUESS campaign, generating 24.1 million views. They know how to find the right influencers for their campaigns. Their #LoveGUESS post on their own channel featured popular influencers @brentrivera and @mylifeaseva, receiving over 1 million views and hundreds of positive comments.
8. NBA
NBA - @nba
The NBA is a popular brand across social media, with over 117 million followers on Facebook, Instagram, and Twitter. On TikTok, they have over 15 million followers, making them one of the top 5 most followed brand accounts.
The NBA's social media strategy is to specialize content for each platform. Twitter is for news and updates, Instagram for game highlights, and TikTok for short-form content that engages quickly. On TikTok, the NBA focuses on comedy and memes.
9. Spikeball
Spikeball - @spikeball
Spikeball, a game described as "volleyball and foursquare's baby," has a successful TikTok channel. Their videos have received over 24.3 million likes and the #spikeball hashtag has over 147 million views.
The game targets a younger audience, a perfect match for TikTok's demographic. Spikeball also knows that TikTok users love to show off, so their videos highlight people playing the game and encourage others to join in. Although they don't have many videos posted, each one has gone viral.
10. Ryanair
Ryanair - @ryanair
Ryanair, the ultra-cheap European airline, knows how to take advantage of TikTok's humor and trends. Their TikTok account shot to fame with the use of the native greenscreen filter on their planes. The filter is a popular one that many other brands have also used in their ad content. Ryanair creatively used it to tap into popular trends and gained massive popularity. They now have over 1.6 million followers and more than 9.8 million likes.
Wrapping up
In conclusion, TikTok has become a powerful platform for brands to reach and engage with their target audience. By harnessing the power of creativity and humor, brands are able to create content that resonates with users and drives meaningful interaction.
The examples of brands thriving on TikTok, such as Netflix, the NBA, and Gymshark, highlight the potential for businesses of all sizes to succeed on the platform. As TikTok continues to grow in popularity, it will likely become an increasingly important tool for brands looking to reach and engage with consumers.
By embracing the unique features and creative possibilities of TikTok, brands can stay ahead of the curve and continue to thrive in the ever-evolving digital landscape.
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