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 and was the most downloaded app worldwide in 2020. If your brand has yet to jump on the hottest growing trend, it’s not too late.
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.
And there is lots of untapped potential to reach audiences in new ways, either by creating content in-house or by partnering with TikTok influencers that your audience is already connecting with.
Brands on TikTok leading the way
The following list of brands have 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.
Prepare to be inspired!
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.
The governing body of football (or soccer, if you prefer) recently hit marketing headlines around the world as TikTok became the official sponsors to the upcoming UEFA EURO 2020 that's going to take place in summer 2021 across the continent.
The goal of this unprecedented partnership is to make TikTok the home for football fans to share their passion for the sport. 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 definitely worth keeping an eye out for it!
England is currently one of the most active football nations on TikTok.
The Washington Post
This newspaper knows how to keep its nearly one million followers entertained by posting entertaining and educational sketches that often resonate with current events.
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!
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 promotion 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 own account does not see a lot of activity because their 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.
Even though its own TikTok account account boasts more than 800,000 followers, it's not the only way the retail brand won big on TikTok over the last year.
The Target Challenge sent couples to their closest store to spend money on their loved ones but mesmerizing videos of mundane tasks were another odd trend that Target eventually benefited from. Close to seven million views for this video of an employee packing up online purchases – that's a reality on TikTok.
This food brand is one of the most active companies leveraging TikTok – with 1.5 million followers and several viral campaigns we can all learn a thing or two from their strategy.
Chipotle's initiatives always go beyond the platform. In November the company started a #ChipotleRoyalty contest, winners of which took home $10,000 and had their Chipotle order featured on the brand's app. Without a doubt, Chipotle is one of the most-loved US brands and their influence has been immortalized in pop culture in iconic Vines and TikToks.
@chipotle The chipotle is my life kid is back, and sponsored 🤝 (via @yungsofi) #chipotle #chipotleismylife #stitch #viral #trending #fyp ♬ omg I love chipotle by roy murray - Chipotle
Another food brand to learn from is Mountain Dew. They were casual TikTok users up until this year but Super Bowl 2021 is when they really made a difference.
In early 2021 they introduced a new melon flavor with an epic TV ad featuring John Cena that they amplified with accompanying TikToks that raked up more than 20 million views and 500,000 likes.
It's not only the big brands that go viral on TikTok – the platform is a publicity goldmine for everyone who cracks the content code.
As lockdowns halted tourism, employees of Madgas Hotel, a small boutique hotel in Vienna that originally made headlines for employing mostly refugees, put the time to good use by creating a series of entertaining videos, one of which ended up reaching two million people around the globe.
NBC Saturday Night Live
Even though they are rather new to the platform, SNL already has gained 29 million likes and two million followers on the TikTok account dedicated to NBC's hit show.
What makes them stand out is that SNL not only posts sketches with recent guests of the show, they also take their followers' requests and post their all-time favorite moments from the show's 46-year history.
Whether it’s a silly meme or informative news, TikTok has space for nearly every audience.
The platform is growing exponentially and if you’re not hopping on the bandwagon, you’re missing the chance to entertain or inform a lot of potential customers. Don’t miss out on any organic growth or meaningful traffic.
Editor's Note: This article was originally published on socialbakers.com. Any statistics or statements included in this article were current at the time of original publication.