Should your business be on TikTok?

TikTok is here and it’s not going away anytime soon. With 689 million monthly active users worldwide it is one of the biggest platforms of the year and full of potential clients for your brand. But is it right for your brand specifically? And how do you translate your brand’s identity on the short-form video app? I’ll help you make sure you make the right decision and show you some great success stories of brands using TikTok!

Why TikTok?

If you’re not familiar with TikTok here’s a quick rundown: TikTok describes themselves as the “the leading destination for short-form mobile video.” Their mission is to inspire creativity and bring joy. Expect short video’s between the 5 and 60 seconds that range from funny to inspiring to informing to just plain weird. Users can just watch video’s on the For You Page (a page with videos that use an algorithm to determine what kind of content the person wants to see) or they can create videos for other people to see. TikTok users spend an average of 52 minutes a day on the app. That’s a whopping 316 hours in the year! Plenty of chances to reach those potential clients and introduce them to your brand.

But is it right for your brand?

Currently, 42% of TikTok’s users are 18 to 24-year-olds. Is your audience older, no worries, most of those kids have parents and 27% are users between the ages of 22 and 54. Also, the number of US adults that visit the app has more than doubled in a year. TikTok seems to be growing and kids aren’t the only people who are getting on the platform! Now is the biggest question whether your brand’s product or service works on TikTok. There are loads of types of businesses that strive on TikTok, but some just won’t work. Take a good look at your brand and decide whether it is a good idea for your company to start TikToking. Check what other companies in your industry do. If they’re even on TikTok and what they’re posting.

How to translate your brand identity

Since most of TikTok’s users are in their late teens to early twenties, how your company currently brands themself might not always work. TikTok is a completely different platform than for example Facebook. To get views you might have to shape your brand in a different way. But don’t worry: sometimes brands don’t have to. I’ve picked a few brands that use different strategies on TikTok and love to tell you a bit about them.

Best Practices

Washington Post
One of my personal favourite brands on TikTok is the Washington Post surprisingly. With more than 700k followers and a total of 27.8 million likes they are doing quite well on the platform. They are completely aware of the user’s main demographic and use it to shape their brand on the app. The 142-year-old newspaper picked one face to represent the brand. A 29-year-old reporter named Dave Jorgenson. Dave plays the perfect role of the not-so-cool uncle who’s funny but also wants to inform you. How the Washington Post brands themself on TikTok is completely different from how they brand themselves in their newspaper, but it works incredibly well!


There’s a #PresidentialDebate tonight!

♬ how would they know bad girls club – Chris Gleason

Feel your soul
22-year-old Jacob launched his company Feel your Soul in 2019 and started sharing his story earlier this year on TikTok. The visual branding on the company’s website is pretty clear and Jacob translates it perfectly to the platform. He’s inspiring young business owners but also providing potential buyers with fun content. On his YouTube channel Jacob talked a bit about how his business blew up after one of his videos got a lot of views on the app.


Today I rented a U-Haul to go pick up my new packaging design for my business 🤩 #packaging #smallbusiness #smallbusinesscheck #packagingdesign

♬ original sound – Feel Your Soul 😊

Chipotle is one of the more successful brands on the app. With 1.3 million followers and a sense of humour that fits their target audience perfectly they manage to entertain and reach their fans. Although their tone of voice is different on Facebook, Chipotle uses humour on both platforms to get people’s attention. The following video might seem a bit strange, but it’s exactly what Gen Z kids love to see.


Reply to @aubarymp4 wᵉ’re ᵍoⁿⁿᵃ maᵏᵉ chipᵒtlᵉ rⁱⁱⁱⁱⁱⁱⁱⁱⁱⁱⁱⁱⁱⁱⁱⁱⁱⁱⁱⁱⁱⁱⁱⁱⁱⁱⁱⁱⁱⁱⁱⁱce #chipotle #cooking #tiktokrecipe

♬ original sound – Chipotle

Vintage Stock Rereserve
A brand that doesn’t just push their products on TikTok is Vintage Stock Rereserve. They use their brand to inspire people while also selling upcycled clothing on their site and informing their followers about sustainability. It seems to work since they managed to gather a total of 1.7 million followers on the platform!


In 10 years it will be too late. We need change now.. Are you in? #fyp #foryou

♬ original sound – VSR

Now you just have to decide if your business should be on TikTok. Are you the only brand in your industry that doesn’t use the platform? Well than it’s time to get of your butt, create an account and start posting content! Not sure how? Our buddies at Hubspot made a beginner’s guide. Need personal help with deciding whether to get on TikTok or how to brand your company on the platform? Don’t hesitate to contact us! Our team of branding experts would love to help you.

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