As TikTok continues to take the social media world by storm, surpassing 1 billion monthly active users and now looking to take on video giant YouTube, we take a look at the brands using TikTok most creatively in their digital marketing.
What is TikTok?
TikTok has been on a steep growth curve since its launch in 2017. Originating in China as Douyin, owners Bytedance created the Western version and later merged it with Musical.ly to capitalise on early popularity of what was then a lip-syncing video-sharing app. Fast-forward to today and TikTok rules the landscape as the most engaging social media app.
Is TikTok a social media platform (like Instagram) or a video platform (like YouTube)? Their latest product updates, such as upping the maximum video length to 10 minutes, would suggest that they’re positioning themselves as more of a video app, as of 2022.
Either way TikTok is undoubtedly stealing user time away from Instagram, who seem to be playing constant catch-up. And this leaves brands wondering how to allocate their time between the most established platforms and TikTok, and also how to deal with the need for a lot more video content.
How are brands using TikTok?
The app is especially popular with Gen Z – roughly 43% of TikTok’s global audience is between 18 and 24 years old. And this is now the primary channel for brands to reach these younger consumer demographics.
The TikTok video formula is really quite simple: be creative and be relevant. That’s it. But so many brands fail to do either of these things, let alone both. Uniquely that’s where the 12 brands below excel. Moreover, TikTok videos are often creative and out-of-the-box, which is something that viewers are looking for and that the algorithm will reward brands for.
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12 Most Creative Brands on TikTok
These are the brands who are currently smashing it on TikTok:
1Amazon
558.8k followersÂ
3.6M likes
Amazon has a variety of videos that incorporate user-generated content as well as videos to make you laugh or smile. They also collaborate with content creators to push their brand even further.Â
2ASOS
1.3M followers
12.9M likesÂ
ASOS has the perfect mix for content. They use user-generated content to enhance connectivity with their audience as well as posting outfit inspiration and showcasing the behind-the-scenes.
3Oreo
1.5M followers
17.5M likes
Oreo regularly duets with other creators to make funny videos that will get their audience to engage. They use the platform to announce new products as well as personalising their Oreo biscuits.Â
@theoreoofficial @Netflix pick up the phone!!! #sellingsunset #oreo #oreocookies #oreotok #netflix #chrishellstause
4Ryanair
1.6M followers
13.4M likes
Ryanair has nailed their TikTok strategy with millions of followers thanks to their creative and funny videos. You’ll notice a lot of their videos are personalising a Ryanair plane and being sassy towards their audience and passengers in a respectful way whilst using trending songs.Â
5ChipotleÂ
1.7M followers
36M likes
Chipotle shares recipes, showcases behind-the-scenes with staff members as well as use UGC to help promote their brand. Another reason why Chipotle feature on this list is because they know what they’re doing by partnering up with popular creators to increase their following.Â
@chipotle pov the social media manager suffering to stay relevant w/o trending music #chipotle #guac #avocado #recipe #music #musicproducer #indiemusicproducer #custombeats #diy
@chipotle Respect for the guy who said don’t do that #chipotle #theskiman #viral #funny #comedy #ski
6Starbucks
1.8M followers
9.6M likes
Starbucks also uses UGC and uses the platform for announcements. Another way that they use the platform is to include their staff and either have them talk about the brands history, a Q&A or a taste test.Â
@starbucks Vanilla got a glow up. ✨ #Starbucks #ToastedVanilla #IcedShakenEspresso
7Nike
2.4M followers
6.7M likes
Nike features different people from an array of backgrounds that have different skill sets when it comes to spot. They put the spotlight on on different individuals that are the stars of the video that are usually demonstrating a technique.Â
@nike Athlete @Jessica Vincent is stopping by to show us the Tres Dedos kick! #BreakItDown
8Dunkin
3.1M followers
22.3M likes
The TikTok team at Dunkin use the platform to surprise fans with new launches as well as replying to comments through creating videos and showing behind-the-scenes of donut making.
9GymsharkÂ
3.6M followers
55.8M likes
Gymshark is a UK fitness clothing brand that grew through the help of social media. Their TikTok profile focuses on user-generated content that is entertaining to their audience. The videos they repost are hilarious as they showcase situations that are easily relatable to their audience. This gives them a unique USP as they are not posting work out videos but instead trying to build a connection with their followers through laughter.
10Duolingo
4.3M followers
80.3M likesÂ
The app that helps you learn different languages. Duolingo have gathered quite the following on their profile by incorporating funny videos and engaging a lot with their audience. They also collaborate with with other companies and have a running joke revolving around Dua Lipa.
@duolingo being CEO was fun while it lasted #helpme #Duolingo #DuaLipa #comedy #trend #DualPeep #ceo
@duolingo
11Redbull
6.6M followers
103.8M likes
Redbull is known for their viral content and they have been doing the same on TikTok by grabbing users attention within the first second of their videos.
12Netflix
23.3M followers
406.1M likes
Noticeably Netflix has millions of followers as they showcase trailers, behind-the-scenes for movies as well as exclusive interviews and movie mashups.
@netflix now in my #strangerthings4 era
SummaryÂ
So, now you know what TikTok is all about. Equally, you’re aware of why brands are taking the platform very seriously as it can help them grow and reach a new audience that prefers to consume content in this way.
The 12 brands that we’ve covered here have similarities but also differences when it comes to how they convey their content. Comparatively, these brands usually have a combination of videos that fit into educational, inspirational and entertaining categories.
Furthermore, many of them also feature user-generated content that helps to create a sense of community. They also create funny videos that are easily shareable and encourage engagement.
