With over 2 billion downloads and 800 million active users around the world, it’s safe to say that TikTok has taken off in a big way.
This means that the platform has the potential to be a powerful marketing tool for brands, especially those targeting the under 30 market, but only a handful have actually harnessed the app’s potential so far.
We’ve taken a look at some of the brands who are smashing it on TikTok at the moment and ranked them based on the following three factors:
The NBA was one of the very first brands to jump on TikTok and has been consistently uploading great content ever since, with an incredible 10.9 million followers as of June 2020.
While they upload the usual stuff that you’d expect, such as highlights and news, the key to their success on TikTok has been keeping the content funny and lighthearted.
Note that while their engagement rate is a lot lower than many other brands on the list, this is to be expected due to their insanely high follower count!
You’ll notice straight away that Burberry doesn’t have anywhere near as many followers as many other brands on our list, but the reason that they score so highly is an incredible engagement rate of 436.3%.
This is because, despite a fairly modest follower count of 25,300, they launched an extremely successful campaign back in June last year, where users were challenged to unlock a new lens by recreating the motif of the brand’s new Thomas Burberry collection with their hands, using the hashtag #TBChallenge.
The hashtag has over 108.2 million views and contributes to Burberry’s incredible engagement rate on the platform.
Taking third spot was another sports league, the NFL, with over 3.8 million followers and 97.3 million likes on TikTok.
The league’s partnership with TikTok is part of a wider strategy to win back the younger demographic which is increasingly watching less and less American football, as well as to try and widen the global appeal of the sport.
As well as behind the scenes footage and game highlights, they’ve been busy at work collaborating with TikTok creators and NFL teams to create various hashtag challenges and memes too.
Engagement rate calculated using Influencer Marketing Hub’s TikTok Money Calculator.
Overall score calculated by giving a normalised scored out of 100 for each factor, before taking an average of all three.