TikTok has marked itself as one of the biggest social media platforms in the world in just a couple of years. Presently, it has over 3 billion downloads and over 2 billion monthly active users.
This platform itself enjoys massive popularity. Most countries around the world still practise social distancing and try to find new ways to occupy their time, Gen Z has navigated to TikTok; where dancing, creating memes, comedy skits and taking part in viral challenges have become their favourite entertainment.
We studied over 200 brands and more than 700 videos from the popular TikTok brands to figure out how companies like Amazon, Apple, Samsung, and Chevrolet manage their TikTok presence and what works on the platform that doesn’t.
OUR REVIEW PROCESS FOCUSED ON
- Which of the most valuable brands had a TikTok existence
- How frequently these brands were posting on TikTok
- Channel and video-level standards for these big brands on TikTok
- Style, tone, attraction and content of the best performing TikTok videos
STATS
1. 50% of the top brands don't have a TikTok presence, including billion-dollar brands like Google, Facebook, YouTube, and IKEA.
2. The best-performing TikTok brands post 3.50 times per week on average.
3. 1% followers increase with the increase of every 0.65% in average views per post.
4. 80% of the top videos had music, with upbeat songs prevailing as the most popular TikTok music choice by far.
5. Highest average views per video - Tech, Food, and Gaming Brands.
6. Among the brands we studied, Samsung, TikTok, Chevrolet, and Flight house were the 5 most popular brands in terms of average views per video.
7. 5 videos of the top 10 videos were created by TikTok itself.
8. As per our study, 90% of videos had product placement, while 30% of videos employed humour.
9. 25% of the videos captioned either a celebrity or an influencer.
10. Videos promoting brand events drew nearly 20 million views, while those emphasizing some form of sexuality or animals also generated over 10 million views.
11. Creative videos with animations and graphics overlays - 11 million views per post.
12. Video descriptions
- approximately 87 characters long on average (TikTok imposes a 150-character limit).
- 3.26 hashtags on average.
14. Videos with at least one hashtag - 87.3%
15. Every 100 views comprises 12 engagements on average, where engagements are defined as the sum of likes, comments, and shares.
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