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Who are the top 10 best brands on TikTok leading the way?
TikTok has made its way from being seen as a cringy, uncool teenage app to a wildly popular social media sensation that’s home to an estimated 800 million monthly active users. This has meant that brands are flocking to the app to utilise its amazing marketing potential and connections to Gen Z, but it doesn’t mean that they’ve all succeeded to make waves on the platform.
Using our in house TikTok analytics tool, Bytesights, we’ve been able to dig a little deeper and discover the metrics of brands on the platform that really make a difference to their overall performance. In determining their engagement rates and followings we were able to score brands out of 100 to make our brand leadership board of our top 10 best brands on TikTok.
Here’s who you should really be taking notes from.
One of Fanbytes’ personal favourite best brands on TikTok is Nickelodeon. With over 60% of TikTok users being Gen Z and Nickelodeon’s key demographic fitting right into this, it’s no wonder Nickelodeon’s content appeals so widely on the platform. As well as jumping on hashtag trends and encouraging fan engagement with original content using TikTok’s features, Nickelodeon makes great use of their star talent such as this video of Ryan Alessi using the try to draw effect. Nickelodeon often post throwback clips from their tv programmes, such as this Zoey 101 excerpt which they know will resonate with TikTok’s Gen Z audience.
ESPN has made a name for itself on TikTok by tapping into the comedy aspect of the platform. Their videos almost always relate to sports, with either behind-the-scenes athlete-generated content or highlight reels such as this. When the content strays from sports, it is either topical or comedic and often reposted from other social media accounts, knowing full well that it will resonate with their followers.
Take this video of Robert Downey Jr. aka Iron Man talking to Bridger, the now famous six-year-old who saved his sister from a dog attack. The duet video shows Bridger reacting to Downey telling him he will give him a gift on his next birthday. The video was watched over 11M times, with 2.7M hearts and 20.7K comments. If that’s not engagement, then I don’t know what is!
With a similar approach to Nickelodeon, Netflix utilise their shows’ stars to their full potential on TikTok. In a recent video they posted telling their viewers to Learn this dance with Joey from #thekissingbooth, Netflix not only chime into the dance challenge hype on TikTok, encouraging fans to take part because Joey is picking her favourites to share, but they also create the new hashtag #TKBfanfest which brings in wider audiences and more coverage of the post.
Netflix’s main go-to for TIkTok is to repurpose their shows’ content to make memes, drawing in the viewer with already famous content, making it even more relatable. This example of a Bojack Horseman clip where Netflix have added in new captions to relate the video to lockdown, engages the viewer with topical text and recognisable images.
It’s not hard for MTV to appeal to TikTok’s Gen Z audiences. Making use of the assets they have available to them, MTV makes videos starring Gen Z music and TV celebrities, enhancing their brand’s ethos and captivating their audiences on the platform. Similar to Netflix, MTV often create meme videos with stars popular among Gen Z, such as this video of Joe Jonas shaking a vending machine, repurposed as a meme asking when the next Rihanna album is coming out. There’s also this meme of Billie Eilish with young kids, addressing issues about relationships that definitely touched based with Gen Z viewers.
With the highest following of 11M on the leaderboard, NBA are definitely giving TikTokkers the content they want to see. Realising TikTok’s potential early, NBA have been posting on the platform for a while now and have built up a massive fan base on the platform. As with other top-performing sporting TikTok accounts, NBA posts behind the scenes videos, such as this video of NBA stars taking a break from training to do some dance moves. The NBA knows this will resonate with TikTokkers with dance being the most popular medium on the platform. NBA also post highlight reels set to music, such as this, resulting in short bursts of funny content.
Ahead of their 100th anniversary, NFL struck a deal with TikTok for game promotion and attract more Gen Z viewers. As with other sports channels on the platform, NFL share memes, behind-the-scenes footage and highlight reels. And it’s worked. With clips like this watched over 8.5M times, NFL are appealing to Gen Z more than ever.
After smashing it on YouTube and Facebook, it’s no wonder Red Bull have gained 4M followers on TikTok. Posting captivating and unique extreme sports moments, like this guy water skiing down a river in Bangkok, users get a thrill watching these extreme videos and will likely follow Red Bull for more of the same.
Other ways that Red Bull appeal to Gen Z is creating captions that speak to the platform’s audience. Instead of just posting this video of an athlete nailing this pole vault, Red Bull have added the caption ‘When your crush shows up to your game😏’, pulling in the Gen Z audience attention and resulting in the video gaining 635.9K likes.
As well as encouraging users to comment on posts of dramatic clips from their shows, such as this one, WWE also makes organic content for the platform by jumping on TikTok trends. Take this duet video of #JeffHardy approved #duet with @cliffordtayloriv.
During lockdown the WWE roster also took part in the #DontRushChallenge, with numerous WWE stars taking part and making their own videos as well, bringing even more coverage to the brand’s channel.
Toysish has made a name for itself on TikTok by creating videos of collectable toys. Whether this is unpacking them and putting them together or just admiring them, these short videos go a long way with viewers and tap into this particular market. The videos are all fun and captivating, encouraging viewers to watch until the end to see the finished product. They are often anime toys and using the #anime draws in Tik-Tokkers with so many Gen Z captivated by anime, they will often look for videos on that particular subject and be lead to the Toysish channel.
Launched in order to educate as many young people as possible with factual information, preventative measures and dispel myths about covid-19, TikTok partnered with the World Health Organization earlier this year. The informational page appears in TikTok’s Discover tab and adds a link to the page on videos relating to coronavirus to combat myths being spread. As well as having this widespread coverage on the platform, posting facts about the pandemic has appealed to TikTokkers wanting to educate themselves more on how to remain and keep others safe.
The second ever video WHO posted on wearing masks had over 42M views and recent videos uncovering the dangers of Tobacco smoke reached 54.6M+ views. These short, straight-talking and factual videos have come at just the right time for TikTok users and other health and education brands should follow suit.
We hope you enjoyed our breakdown of the best brands on TikTok.
We stay up on all things TikTok. Whether this is brands, trends, policies and consumer behaviour, and we’d like to share more of our insights with you.
This is why we started our TikTok trends newsletter that goes out every Tuesday and Thursday. We talk through 3 top trends in each newsletter, why they’re a trend and how brands can use them too. If you’d like to stay up on all things trending on TikTok, you can gain access here.