Since bursting onto the social media scene in 2018, TikTok’s influence has exploded, with estimates suggesting the app has been downloaded over 1.5 billion times, with over 800 million monthly active users.
It’s safe to say that TikTok is a big deal, having launched the careers of multiple music artists and influencers, with media outlets such as the Washington Post and Buzzfeed recruiting TikTok experts.
But it’s also big news for brands, especially those targeting teenagers, with 41% of users falling between the ages of 16 and 24.
Whilst the platform was once for lip-syncing living-room dancers (even before the #lockdownlife), it is now becoming much more and brands have started to take notice. Some of the world’s biggest brands are utilising TikTok and its audience to its fullest potential.
So, this got us thinking, which are the brands which have been quickest out of the blocks and embraced the marketing potential of TikTok so far?
That’s why we’ve put together the TikTok Influence Index, to reveal which brands are currently smashing it on TikTok.
We looked at 75 of the biggest brands currently using the social media platform and ranked them on their number of followers and likes, as well as their engagement rate, which is the percentage of likes and comments per follower. Here’s a closer look at some of the brands who fared the best.
Total Followers – 10.9 million
Total Likes – 214.1 million
Engagement Rate – 0.6%
The National Basketball Association (better known as the NBA), was one of the first brands to jump on the early success of TikTok and today has over 10 million followers on the platform, which is far more than any other brand that we looked at.
The league was definitely savvy to the potential of the app, employing a team of employees dedicated to posting content, which includes the usual highlights from games and behind the scenes interviews that you’d expect, but also making sure to keep things fresh with a host of unique and lighthearted content too, such as creating their own viral hashtag challenges for users to complete.
The NBA was also popular on Vine, and has millions of followers across many other social media platforms too, such as Snapchat, so perhaps we shouldn’t be surprised to see them having such success here.
Total Followers: 25.3k
Total Likes: 225.9k
Engagement Rate: 436.3%
Luxury fashion house Burberry took second place in our ranking, although you’ll notice that they have significantly fewer followers and likes than many of the other top brands on the list.
So, why do they score so highly? It’s all down to their engagement rate, which stands at an impressive 436.3%.
Even more impressive, this is all down to just one campaign, their #TBChallenge, where they challenged users to recreate the logo of their latest collection using their hands, unlocking a new lens in the process.
The campaign proved to be a huge success, with over 100 million views, although it remains to be seen if Burberry will capitalize on its success and follow up with more videos on the platform.
Total Followers: 3.8m
Total Likes: 97.3m
Engagement Rate: 6.9%
Taking third place was another Stateside sports league, this time the National Football League (NFL).
The NFL actually entered into an official partnership with TikTok in an effort to court younger fans who have increasingly been switching off from the sport, ahead of its 100th season.
Again, the reason for their success lies in the fact that they’ve mixed up the usual BTS footage and highlight reels with the ‘memeable’ kind of content which works so well on TikTok.
As we can see, sport has been one of the sectors which has had some of the best success on the platform (other brands with links to sport which ranked highly include Red Bull, Gymshark and Nike) as it really lends itself to encouraging users to join in and be active, especially with branded hashtag challenges showing off their own skills.
Taking a further look down the rankings, we can also see that many of the top brands on TikTok fall into the world of beauty, such as Huda Beauty, the Body Shop and Kylie Cosmetics.
Again, this niche is perfectly suited to TikTok, allowing brands to easily share short 15-second beauty hacks and makeup tutorials with an audience which is largely made up of Gen Z girls, who are a big part of their target audience.
Top 3 Sports & Fitness Brands on Tiktok
Top 3 Fashion & Beauty Brands on TikTok
Top 3 Food & Drink Brands
Top 3 Media/Entertainment Brands on TikTok
With over 800 million active users, TikTok is one of the fastest-growing platforms, surpassing the likes of Instagram and Facebook. Within any industry, understanding and knowing what’s ‘trending’ is vital – and leveraging the right channels is crucial for any successful brand marketing strategy. It is a fairly new outlet for brands, influencers and marketing pros to utilise and while TikTok may not be on-trend forever, relevance is.
Many marketers are comfortable with the use of Instagram and Facebook, Twitter and beyond, but when another is thrown in the mix it presents a real opportunity. With brands and influencers becoming more comfortable using the platform, we’re seeing more and more utilisation of the platform. Combined with the rapidly growing interest from a younger audience base of millennials and Gen Z’ers, it also opens up further potential for brands.
Brand engagement can signify emotional commitment and loyalty – and audiences want to know their loyalty to brands is appreciated, right?
So, if your brand is looking to grow your online presence through TikTok, it could be a good idea to check out what all of these guys are currently doing.
Be sure to check out the full ranking of the TikTok Influence Index for yourself, to see which brands are killing it on TikTok.
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