Brands who have nailed TikTok content

Tik Tok Hero

If you’re spending most of your time on social media right now, chances are you’ve heard of TikTok. You might even have downloaded the app to see what all of the fuss is about!

The new craze is growing from strength to strength, as 44% of TikTok's all-time downloads happened in 2019 and it now has over 1.5 billion users.

So, what exactly is TikTok?

It’s very similar to how Vine used to work; users can post authentic, micro-videos that last between 15-60 seconds, with the ability to add music, filters and make edits all within the app itself. Warning – once downloaded, you will spend hours scrolling through the feed. It’s very entertaining!

However, from a marketing perspective, TikTok is a hard nut to crack. Most brands don’t even know where to begin! Those who wish to target a younger demographic know they should be active on here; they just don’t know how to market themselves specifically on this platform.

To help with this, we’ve researched brands who are currently nailing TikTok and are proving to create content which truly resonates with Gen-Z (and even millennials!)


With over 1.7 million followers, Gymshark really know how to communicate with Gen-Z, with a mix of workout exercises and comical memes. As of late, they’ve been focusing on hilarious workouts from home to keep you going. I’ll definitely be trying ‘Mirror Clean Raises’.

World Health Organisation

It may not be a viral TikTok challenge, but the World Health Organisation are using this platform to give health advice on the coronavirus outbreak. Having posted their first video in February, the profile has already amassed 1.1 million followers and has received 4.7 million likes! This is a perfect example of using the platform to raise awareness – it doesn’t always have to be humorous or interactive.


We are joining @tiktok to provide you with reliable and timely public health advice! Our first post: How to protect yourself from ##coronavirus ?

♬ original sound - who

Pretty Little Thing

The majority of Pretty Little Thing’s content used to be created in their HQ, however with this global pandemic, PLT have still managed to keep their followers engaged through sharing a mix of user-generated and influencer content. They’ve started promoting the hashtag #AtHomeWithPLT to encourage users to get involved and post their own content for the chance to be featured on their feed.


Which PLT outfit do you like the best?! 🤩 Comment below 1,2 or 3 ✨ @chloeroseofcl 🦄 ##foryou ##AtHomeWithPLT

♬ original sound - chachacopen

Red Bull

Perfect for adrenaline junkies, Red Bull’s content includes stunts that you really shouldn’t try at home – its feed is certainly jaw-dropping! Like other brands, Red Bull uses memes to resonate with its community, and judging by its total number of followers (3.9 million) and number of likes (56.3 million), it clearly works!

What can we take from this?

We can see that content which focuses purely on sales promotions is not welcome here. It’s not about infographics or heavily branded content either, it’s about the people – whether that be through influencer marketing or the people behind the brand. Ultimately, it’s about building relationships with your consumers.

We’d recommend encouraging user-generated content as much as possible and also creating TikTok challenges which are relevant to your business. TikTok is also the complete opposite of other social media channels, as users watch videos with sound on here, so keep that in mind when you’re creating content.

Now is the perfect time to start building your community, as it’s only going to continue growing and the feed may become just as competitive as the likes of Facebook and Instagram.

Need help getting started? Don’t hesitate to get in touch with us!

Kelly Bean Photograph

Kelly Bean

Social Media Manager