Have corporate comms made it to TikTok? It’s complicated
If you think TikTok is entirely irrelevant to your comms strategy, it may be time to reconsider.
TikTok boasts over one billion monthly active users. So it’s not exactly news that many brands are trying to make the most of the platform through ads or by posting content on their accounts. But is TikTok being used for corporate comms?
In our scan of 30 FTSE 100 companies, we found that 20 had a TikTok account and had posted within the last couple of months. It’s worth noting that most of these were consumer-focused (such as those of Ocado, Aviva and Rightmove) or career-related (such as Life at BT Group, Life at Unilever and Rentokil). Some other brands were found to have local TikTok accounts – Prudential, for instance, has a dedicated channel for its Singapore branch.
Head to TikTok’s newsroom and you’ll see that the brand itself sometimes shares formal statements from its CEO via short-form video – which you might otherwise expect to see in writing – such as a statement on the potential TikTok ban in the US.
And even if companies don’t have a dedicated account, a quick search of a brand name will generate hundreds of videos from users with commentary, reviews, career insights and news updates on the platform.
Pay attention – because, like it or not, your brand might already be on TikTok.
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Need help creating compelling content for your brand? Contact Gabrielle Bridle from our client services team at gabriellebridle@speakmedia.co.uk or on LinkedIn.