TikTok has quickly become a popular app for millennials and generation Z. The app allows users to film short videos up to 3 minutes long and uses an advanced algorithm that curates your video feed to the individual. This combined with the infinite scroll feature makes the app easy to get lost in. TikTok has 605.9 million monthly users, not including China which has a separate app. As the platform gained in popularity, it emerged as a new way for advertisers to reach their key demographics in a short and snappy way. Though, there is a careful balance when advertising on TikTok: you want to avoid coming across as a brand “trying too hard to fit in with the cool kids” but also want your TikToks to have a strong return on your investment (ROI). Here are three companies that are putting out excellent content on TikTok.
The National Football League is a fantastic example of a company with a wide-reaching audience of 6.3 million on TikTok. The NFL itself and numerous individual teams have their accounts. They use these accounts to showcase the players and showcase all that they bring to the game. They also post highlights from memorable games. Where the NFL excels on TikTok showing game highlights using current TikTok trends. By posting content that uses TikTok trends to highlight the players, and the game, the NFL is a must follow for sports fans.
The Washington Post creates educational content about current events in a uniquely engaging way for its audience of 954.3k. Their videos feature one host, Dave who is beloved by his audience. Their content focuses on explaining complex events using humour and trends. Their TikTok also features interviews with journalists from the Washington Post Newspaper, fact-checking other TikToks, and humorous recaps of current events. Their TikToks have allowed them to become known as thought leaders in the space. By using TikTok, the Washington Post has increased awareness of its newspaper and highlighted the importance of a free press amongst a younger audience.
Sweet’ N‘ Nice Ice Cream is an ice cream company that was originally founded in Trinidad before it moved to Canada. Their TikTok account exploded at the end of 2020 and that success continued into 2021. With an audience of 158.5k, their videos are heavily influenced by TikTok culture and trends. They have released numerous spoofs of popular songs on TikTok and popular TV shows. They have also capitalized on trends and worked for them to fit their brand. Overall, this brand uses the unique culture of TikTok and it shows in their views.
All three of these brands were able to use their content in a unique way to sell their brand to TikTok’s audience. Whether through showcasing behind-the-scenes content, highlighting their knowledge and thought leadership, or showcasing their product in a unique way, they have all identified what makes them stand out. No matter your companies’ goal, TikTok serves as a strong way to make your mark.
