Half of main manufacturers don’t have any presence on TikTok
TikTok has skyrocketed in popularity over the past two years, but some brands are missing, according to an analysis by video editing company InVideo.
Of the more than 300 major brands examined, half had no posts (49%) or no followers (47%). Two fifths (40%) had no TikTok account at all. These include brands like Google, Facebook, YouTube, IKEA, Nestlé, Audi and Toyota.
When videos are posted by brands, humor is the most popular choice – around a third (30%) of the videos we analyzed tried to be funny. Suspense (16%) and adventure (12%) also prove popular.
Whatever the subject of the video, product placement is rampant – 90% of branded videos feature a product.
TikTok’s user base has tripled in the past year, and while it has generally proven to be more popular with female and younger audiences, the platform is expanding to include older demographics. This can help attract a wider range of brands and encourage them to connect with the platform’s growing audience.
Building visibility and discovery has been a key strategy for brands on TikTok and is likely to grow in importance as the platform expands into social commerce.