Home to one billion users and available in over 150 countries, TikTok has taken the world by storm. The creative platform contains over 800 million monthly active users which include brands that are nailing it on TikTok.
There’s no better time than now to begin building a presence on TikTok. While the platform might seem like all fun and games, it is proving to be a powerful tool for brands.
In this article, we will talk about the 10 brands that are killing it on TikTok and how they’ve been doing it. let’s go!
10 Brands That Are Nailing It On TikTok
The following list of brands has harnessed the power of TikTok to boost organic reach, drive meaningful traffic, and share a unique brand personality.
Some brands have been building their TikTok following from the beginning, while others started their channels very recently.
It just shows that there are a lot of ways to be successful, whether the brand lets an influencer be the star or turns the camera around on its own fans. So prepare to be inspired!
1. NBA
@nba Ja’s 5️⃣2️⃣ Points 🤩 Vote in the 2022 #NBAFanFavorites for your favorite viral moment of the regular season! LINK IN BIO 🗳
The NBA embraced TikTok early in the game, which explains why it’s gained more than 12 million followers and nearly 300 million likes.
Unlike what you’d typically see on the league’s Instagram and YouTube channels, the NBA keeps things casual on TikTok.
They share amusing and motivational content of players on the court and even included a chihuahua dunking a basketball during halftime.
2. Ryanair
@ryanair Same sh✈️t, different day #ryanair
Budget European airline Ryanair is a prime example of how humor can increase engagement and brand presence on the TikTok platform.
The consistency and tone of its viral content has enabled the brand to accumulate more than one million followers on its official account as of August 2021.
Ryanair’s formula is simple, yet effective.
The airline mostly uses images and footage of its planes alongside a filter designed to superimpose human facial features onto any background, resulting in a kind of personified mascot.
Carefully selected trending audio is added, with hilarious results – sounds which at first glance seem completely unrelated to air travel but are cleverly adapted to fit the context.
All the while the company ensures its core selling point, flights across Europe at rock-bottom prices, and remains front and center of all its posts to reinforce wider messaging on its other channels.
3. UEFA
@euro2024 Messi or Maradona? 😳 This or That with Javier Zanetti 🇦🇷 #Finalissima
The governing body of football (or soccer, if you prefer) recently hit marketing headlines around the world as TikTok became the official sponsor of the upcoming UEFA EURO 2020 that’s going to take place in the summer of 2021 across the continent.
An official tournament page will be launched prior to the championship and the collaboration is set to bring AR filters, dedicated hashtags, sounds, and live streams for fans to enjoy.
It’s worth keeping an eye out for it! England is currently one of the most active football nations on TikTok.
4. Marvel
@marvel That could’ve taken a turn for the wurst 🌭. #Marvel #MarvelComics #SpiderHam #SpiderVerse #SpiderMan
Cult entertainment brand Marvel uses TikTok to expand on and promote its growing range of formats, which include film, TV, animation, and comic books.
Trailers, interviews, behind-the-scenes footage, and sneak peeks of comic cover art are just some of how Marvel gives fans an extra level of insight into the franchise via the short video platform.
Because its universe spans such a huge number of productions, the brand goes out of its way to ensure there’s something for every type of Marvel fan to enjoy.
They mix the old with the new and stay true to their roots.
A running theme throughout Marvel’s TikTok content is spotlighting the talent behind the global brand, whether that takes the form of a famous actor or a lesser-known comic artist.
Uploaded drawing tutorials, narrated by professional Marvel illustrators, take the brand back to its very basics, and the engagement on these posts holds up against more recognizable content like clips from upcoming movie releases.
5. The Washington Post
@washingtonpost Reply to @w3iwuxian The CDC says it has detected nine suspected cases of monkeypox in the U.S. Officials say the cases are concentrated among men who have seggs with men.
♬ A comical and light jazz style saxophone – poco poco music
This newspaper knows how to keep its nearly one million followers entertained by posting entertaining and educational sketches that often resonate with current events.
Dave Jorgenson, the company’s TikTok Guy, has quickly gained popularity across social media and is often mentioned as one of the people to follow in the space.
6. Zara
@zara One place, one outfit. @Laura Tønder #zaratiktok #zaracreators
Zara has often dipped its toe into the world of AR through immersive in-store experiences, interactive product packaging, and hypnotic shop windows.
Its TikTok account is no exception. The fashion brand bridges the gap between reality and fantasy with a series of curious looping videos showcasing key products from seasonal collections, produced by 3D artists that it calls ‘Zara Creators’.
7. Gymshark
@gymshark taking date requests in the comments x #Hinge #GymCrush #Gymshark
This fitness brand has managed to rack up more than 2.4 million followers and nearly 38 million likes on its TikTok page.
Gymshark’s content ranges from sharing hilarious fitness memes to silly workout challenges.
Beware, this fitness brand knows just how to get views by giving followers the impression that their athletes are about to perform some impossible task, but the video cuts before they can do so. If it looks too good to be true, it probably is!
8. Nando’s
@nandosuk
Next up is Nando’s, which uses its signature cheeky humor to highlight its most iconic menu items and poke fun at its dedicated fan following.
Like Ryanair, the restaurant chain keeps things simple in terms of production, opting for close-ups of a variety of Nando’s dishes, as well as simple interior shots of its venues.
Some of the brand’s best-performing videos make the most of TikTok’s duet feature, which allows direct interaction with content posted by its customers.
This method can be used to post reactions or change the context of the original video to create something even better.
Examples on its official feed include reactions to food hacks and a particularly funny post outing customers’ sneaky behavior in its restaurants, which can be viewed below.
9. Amazon
@amazon Who wants a piece of that package? 🍰
One of the biggest brands on the planet sees TikTok bringing them thousands of sales daily.
Amazon can benefit from lots of unsponsored and unscripted promotions of its catalog of items via video trends like “Things TikTok Made Me Buy” and “Things You Didn’t Know You Needed Off Of Amazon”.
Amazon’s account does not see a lot of activity because its main focus seems to be influencer marketing and it’s bringing millions of likes as a reward.
The company’s strategy with these partnerships is simple – trusting the creators with their creativity.
This skit, sponsored by Amazon, actually turned out to be one of the best performing videos on Jason Nash’s account.
10. Glossier
@glossier A subtle ✨ Glossier Glow ✨ flex by @schaebreezy_ . Friends, there’s still time!!! 20% off ends Tuesday on glossier.com (with FOG22) + in store #glossier
We’ve covered Glossier’s massive social media presence before at Econsultancy, and once again the beauty brand has outshone several competitors when it comes to its TikTok strategy.
Glossier’s in-feed content spans everything you’d typically expect from any beauty brand: spotlights on bestselling products, makeup and skincare tutorials, unboxings, and color swatching.
What makes the company’s content stand out is frequent, in-depth behind-the-scenes videos which add a further layer to the brand and allow employees to become advocates.
Scrolling through Glossier’s TikTok account, its followers have been treated to a multi-part tour of the brand’s headquarters, an inside look at the development of a new store, and even a sneak peek into the process of product design.
Wrapping Up
While many companies still shy away from the app, the ones listed above have embraced it with open arms and even used the help of TikTok influencers, resulting in huge success. Feel free to take advantage of their content strategies and boost up your own!
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