TikTok – 5 Brands that are Using it Effectively

Written by Phil Birss: Group CEO.
· 4 minute read

When Snapchat CEO, Evan Spiegel (someone who knows a thing or two about the social space) says TikTok “will eventually be bigger than Instagram,” it might be time to start thinking about joining the short form video app, especially if you’re a brand.

One of the biggest social media trends of 2019, the app saw unprecedented levels of growth, to 500m daily active users worldwide. With no signs of slowing down either, people’s eyeballs only seem to be going one way.

If you’re scratching your head wondering what shape your TikTok content will take. It might be worth looking at these few brands for inspiration, who seem to have hit the TikTok nail very firmly on its head…



From fitness motivation, workout videos and gym related memes, GymShark has been doing a sterling job so far of creating engaging Tik Tok content. They have also successfully integrated influencers into their content strategy too. 

Last year, they ran a campaign titled, “66 Days To Change Your Life” challenge, which ran for two months. Here, they utilised TikTok influencers to create videos related to the campaign – including TikTok influencers the Rybka Twins. The results of the campaign were impressive, with almost 2 million likes and the campaign’s hashtag being viewed 45.5 million times.


The Washington Post

Whilst you might think The Washington Post’s TikTok content is going to be geared towards the serious news reports you see on their other channels, it’s actually quite the opposite. The publication uses their Tik Tok presence to post BTS footage and funny clips from their offices, showing the lighter side of the company and the real people behind their groundbreaking journalism.

This highlights how a brand can tailor its messaging to the younger user base of the platform. Instead of being themselves, the hope is their pleasant approach will encourage its followers to trust their journalists and see them as normal, relatable people. So if they do need to read a news story elsewhere, they will look to the Washington Post as a voice of authority in the industry.


San Diego Zoo

Apart from looking at memes, or stalking your next door neighbour, what else do you do on social media than look at cute animal videos?

And with plenty of them at San Diego Zoo, animals are the core focus of their Tik Tok strategy. A simple plan, ‘animals x entertaining music = highly engaging content.’ After all, what’s not to like about a group of penguins seemingly dancing to cheerful music?

San Diego Zoo is a prime example of a brand fully embracing a Tik Tok and adapting their content to fit the mould of it.



Whatever your thoughts of the clog foam shoe are in real life. You can’t argue they’re doing brilliant things on Tik Tok.

In less than a week, they amassed a stunning 100,000 followers and this was largely due to their successful competition. Titled #ThousandDollarCrocs, the challenge encouraged people to post what their $1,000 crocs would look like and the winner would receive the $1,000 crocs to the winner.

With the help of influencers, word spread of the competition like wildfire and in turn their hashtag was viewed 95 million times and 45,000 videos had been created.

With Tik Tok being a platform for people to express themselves authentically this challenge allowed people to do just that. 


Liverpool FC

Looks like Liverpool’s winning mentality has spread to Tik Tok too. Not a brand pre say, but they’ve been maximising the space to showcase game snippets, highlights and wins. Some with all the trimmings of other successful Tik Tok videos, special effects, and explosive music.



If you’re looking for ways you can take your social media game to the next level, get in touch today.