TikTok has gained huge popularity in recent years, amassing nearly 700 million users at the beginning of 2021 so we think it’s pretty safe to say that it isn’t going anywhere anytime soon. And with TikTok for Business officially launching in summer last year, it’s proven not to be all about tweens creating dance moves, as more and more brands jump on board.
Still think TikTok isn’t for you? Here are some of our favourite big brands hitting TikTok and smashing it!
Netflix got on board with TikTok early and it’s clear they know what they’re doing. From showing popular Netflix stars transforming into their on-screen characters to relatable meme content, their content is on point, and engagement and followers are through the roof.
Lush is one of our favourite brands to follow on social for their bright and playful content style, so it’s no surprise to see that they’re smashing it on TikTok as well.
Is there a brand that ‘gets’ their demographic more than ASOS? Their content covers everything you’d want from a major fashion brand, from beauty and clothing hacks to influencer content and brand promotion, as well as the now infamous #AySauceChallenge – a brand campaign that went viral with over 1.2 billion video views in six days and more than 488,000 user videos generated.
With 2.5 million followers, we can’t do a list about brands smashing TikTok without mentioning GymShark. With content including workout tips, fitness challenges, top influencer partnerships and some pretty funny, random videos thrown in too, it’s the perfect mix of inspiration and comedy – ideal for reaching a younger audience.
It may surprise you to see mobile phone network O2 on this list but it’s being included purely because of #O2BublDance – a dance challenge that went viral as users competed to win a brand new Samsung by ‘dance dueting’ with an on-screen robot. This led to thousands of engagements and hundreds of entrants on day one, amassing over 2.3 billion views to date.
But what about B2B?
So, we’ve proved that TikTok is not just for kids but “what about B2B brands?” we hear you cry. “Surely TikTok isn’t right for us too?” Well, you may be right there. For now anyway.
Sure, there’s something to be said for being an early adopter of social media, getting in there and getting big before anyone else but we think, above all else, brands considering TikTok need to be realistic about the amount of creative thinking, investment and time it takes to create and manage quality content, suitable for each platform. Don’t expect to just repurpose your LinkedIn content for TikTok as this could appear lazy and ultimately damage your brand.
It’s also worth considering whether your target audience is even using TikTok yet? With a large portion of users either Gen-Z or Millennial, this may be not be the case for you, but it may be something you want to consider for future if you want to tap into a younger generation for employer branding or recruitment campaigns.
Either way, we definitely recommend weighing up the pros and cons, or even speaking to the experts *cough* Entyce *cough* before deciding to take the TikTok plunge.