Which Brands Are Leading the Way on TikTok?

How many of us get caught up in endless scrolling on the world’s most popular social media platform? Its clever algorithm makes it so easy, constantly serving up videos that feel even more engaging than the last.

‍

The Power of Video

TikTok is a great way for brands to connect with audiences through short, fun, and engaging videos. For digital marketing agencies, staying on top of what works best on the platform is key, especially by keeping an eye on the brands that are really making a splash on TikTok.

Nike, The Power of User-Generated Content

Nike, a global sportswear giant, is a standout on TikTok for its innovative use of user-generated content (UGC) and challenges that encourage audience participation. Rather than flooding the platform with traditional ads, Nike has successfully utilised the interactive nature of TikTok by creating engaging hashtag challenges. For example, the MagicBoots challenge invited users to showcase their football skills in creative ways, garnering millions of views and interactions.

Nike's strategy leverages the power of its community, encouraging users to create content that showcases their love for sports and Nike products. By doing so, Nike has been able to maintain its authenticity and connect with TikTok's predominantly young audience, who value creativity and genuine engagement. 

‍

Guess, A Fashion Brand Leading with Influencers

Guess, a global fashion retailer, was one of the early adopters of TikTok's ad platform, leveraging the power of influencer marketing to drive brand awareness and engagement. The brand's InMyDenim challenge, launched in collaboration with popular TikTok influencers, encouraged users to showcase their personal style by transitioning from everyday clothing to Guess denim. The campaign quickly went viral, generating millions of views and a significant boost in brand recognition.

The success of Guess on TikTok demonstrates the effectiveness of using influencers to amplify a brand's message. By partnering with influencers who resonate with their target audience, Guess was able to authentically connect with younger consumers and encourage them to engage with the brand. For brands looking to succeed on TikTok, collaborating with influencers who align with their values and appeal to their audience is a powerful strategy to consider.

‍

Fenty Beauty, Inclusivity and Representation in Action

Fenty Beauty, founded by superstar Rihanna, is a beauty brand that has been making waves on TikTok by promoting inclusivity, diversity, and self-expression. Fenty Beauty's TikTok content focuses on showcasing a diverse range of products on various skin tones, celebrating individuality, and encouraging user-generated content. Their FentyBeautyHouse initiative, a collaboration with popular TikTok creators, generated significant buzz and positioned Fenty Beauty as a leader in the beauty industry on TikTok.

The brand's success on TikTok is driven by its commitment to authenticity and its ability to create content that resonates with its audience. Fenty Beauty’s strategy emphasises the importance of representation and inclusivity, which has been a core value of the brand since its inception. This approach has allowed the brand to build a strong, loyal community on TikTok that feels seen and heard.

‍

Gymshark, Building a Fitness Community

Gymshark, a fitness apparel brand, has built an impressive presence on TikTok by focusing on community-building and fitness content. Gymshark’s TikTok strategy includes challenges, workout tips, motivational content, and collaborations with fitness influencers and athletes. The brand’s Gymshark66 challenge, which encouraged users to commit to a 66-day fitness journey, became a viral sensation, attracting millions of participants worldwide.

Their ability to foster a sense of community and motivate users through fitness-related content has been key to its success on TikTok. They are not just about selling products but about inspiring their audience to lead healthier lives, which resonates well with fitness enthusiasts. 

‍

Red Bull, Extreme Content for Maximum Engagement

Red Bull, the energy drink brand known for its association with extreme sports and adventure, has seamlessly translated its bold brand identity to TikTok. Red Bull's TikTok content features high-energy videos showcasing extreme sports, stunts, and adrenaline-pumping activities that capture the brand’s ethos. By focusing on visually stunning and awe-inspiring content, Red Bull has been able to attract a dedicated following on the platform.

This strategy shows the importance of staying true to your brand’s core identity while adapting to the content style of the platform. Leveraging TikTok’s short-form video format to deliver content that is both exciting and engaging.

Duolingo, Humor and Brand Personality

Duolingo, the popular language-learning app, has taken TikTok by storm with its humorous content and distinctive brand personality. The brand’s TikTok account features the company’s mascot, Duo the Owl, in various comedic sketches that often involve popular TikTok trends and memes. This lighthearted and fun approach has made Duolingo a standout brand on the platform, gaining millions of followers and high levels of engagement.

Duolingo's success on TikTok highlights the effectiveness of having a distinct brand personality that users can connect with. Their ability to entertain while subtly promoting their app has made it successful on the platform. 

‍

Starbucks, Engaging Through Interactive Content

Starbucks has successfully harnessed TikTok to engage with its customers through interactive content and user-generated challenges. They frequently collaborate with influencers and encourage users to create content showcasing their favourite Starbucks drinks, often leading to viral trends. For example, the StarbucksRecipe Challenge encourages users to share their unique drink creations, generating significant buzz and brand engagement.

By creating content that encourages users to engage directly with the brand, Starbucks has been able to maintain a strong presence on the platform. Brands can learn from Starbucks by focusing on interactive content that encourages community involvement and creativity.

‍

What Can Smaller UK Brands Learn from TikTok Leaders?

The brands leading the way on TikTok are those that understand the platform’s unique culture and audience. 

Successful TikTok strategies often involve a mix of humour, authenticity, trend participation, influencer collaborations, and user-generated content. 

However, a few key lessons are clear:

‍

Be Authentic

TikTok users value authenticity over highly polished content. Brands should aim to be genuine in their messaging and interactions.

Leverage Trends and Challenges

Staying relevant on TikTok often means participating in trending challenges or creating your own to engage users.

Collaborate with Influencers

Influencer marketing is highly effective on TikTok. Partnering with creators who align with your brand can help you reach a wider audience.

Encourage User-Generated Content

Campaigns that encourage users to create their own content can significantly boost engagement and brand visibility.

Maintain a Distinct Brand Voice

Developing a unique brand personality that resonates with your audience can help you stand out on the platform.

For brands looking to make an impact on TikTok, check out our AddVenture case study where we talk about our viral TikTok success. Need some support? Get in touch.