How smaller companies are finding success on TikTok

Think TikTok is just for dance videos? Plenty of companies, both big and small, find that the video-sharing app with more than 1 billion monthly active users is a useful tool to communicate their brand stories.

Big-name brands are finding their way onto TikTok, including ESPN, Chipotle, Gymshark and Crocs. But TikTok is proving to be especially useful to smaller companies that don’t have huge communications and marketing budgets.

The platform allows users to create and share 15 to 60-second videos with viewers around the world. What makes TikTok so popular among its users? Compared with other prominent social media platforms, TikTok users receive content through an individualized algorithm, giving producers the opportunity to be boosted to hundreds of thousands of people. On other social media, users rely on a self-made network of friends and followers.

TikTok also provides an endless amount of video content. Video has allowed us to absorb more information in a shorter period, and these short videos can keep people engaged on the app for hours at a time.

If you or a client are looking to dip your toes in TikTok, check out these four businesses that have made it big for inspiration. They show you don’t necessarily need a massive production and advertising budget to do TikTok – you just need an iPhone and a creative idea!

 

Aldrich Landscape, a landscaping design and construction business based in Sylvania, Ohio, has grown an impressive following on #grasstiktok with more than half a million followers. Posting videos of landscaping and various yard tools, this brand has captured a unique audience with satisfying grass cutting TikToks. Their most viral video taps out at more than 20 million views and over 3 million likes.

Texas Beeworks is a beekeeping company based in Austin, Texas, owned by Erika Thompson. With over 2.4 million followers, her most viewed video has 7.3 million likes and shows a behind the scenes look at a beehive removal from a backyard compost bin.

Say It Once Dog Training’s owner, Vinnie Somma, has used TikTok to showcase dog training best practices. The training service, located in Western PA, has gained an impressive 1.1 million followers, with Vinnie’s top videos obtaining over a million views.

Black Country Museum is a living museum in Dudley, UK, that features reconstructed shops, houses, and industrial areas depicting Black Country’s history. On their page, historic characters provide educational and entertaining content. With over half a million followers, their most viral video has 5.5 million views and over 770 thousand likes.

@blackcountrymuseum

how did poor Victorians stay warm? bricks of course! ##victorian ##history ##learnontiktok

♬ Whoopty - CJ

Should your brand hop on TikTok?

Before investing time and resources into your brand’s social media, communication professionals recommend doing your research and brainstorming content ideas with your team. All social platforms offer different advantages to reaching your social media goals. Regarding TikTok, the potential to grow on the forum is monumental, and there are many niche audiences you may not find on other platforms. TikTok’s unique For You Page and individualized algorithm provides an equal opportunity to get your content boosted to large audiences. These four brands, who have found creative and entertaining ways to tell their stories, demonstrate the platform’s true potential for brands to achieve success on this application.