How These Popular Brands Are Making an Impression on TikTok

TikTok Brands Marketing

TikTok has quickly emerged as one of the most popular social media platforms among young users between the ages of 16 and 24. Thus, like plenty of other new social media platforms that young people embrace, it’s confused many brands and marketers.

How These Popular Brands Are Making an Impression on TikTok Click To Tweet

They understand they could probably leverage TikTok to reach segments of their audiences. However, they may not understand how. Sometimes they don’t even necessarily understand what TikTok is or how it works.

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Don’t worry if you feel the same way. By studying examples of brands that are using TikTok effectively, you’ll more easily understand how yours can as well. Examples worth considering include the following:


Sephora is often ahead of the curve when it comes to leveraging new technologies and platforms to improve brand awareness and the overall customer experience. They often partner with everyone from retail app development companies to augmented reality specialists, offering unique digital experiences their customers love.

That’s why it should probably come as no surprise to learn that Sephora is also taking advantage of TikTok intelligently. How? By keeping it simple. After all, the idea behind TikTok really isn’t all that complicated. It’s merely a platform for short-form videos. That means showing off beauty products on TikTok is relatively easy.

Washington Post

Again, the fact that Sephora is using TikTok effectively might not be surprising. However, you could be forgiven for not expecting the Washington Post to be an example of a brand that knows how to use a platform geared towards a young audience.

Strangely enough, though, the Washington Post absolutely does have a strong TikTok presence. This is due to the fact that the content creators making TikTok videos for the Washington Post seem to understand you don’t need a big budget when developing content for this platform. On the contrary, the Washington Post’s TikTok videos consist of low-budget satirical content filmed primarily in the paper’s offices and featuring its own staff. 

Apple Music

If the Washington Post’s TikTok presence illustrates how to use the platform effectively without spending a lot of money, Apple Music’s approach proves TikTok can also be a strong promotional tool when you do have a decent budget to spend. Specifically, many of Apple Music’s TikTok videos feature short interviews with musical artists, promoting the acts users can listen to via the Apple Music service.


Although some of the NFL’s most popular TikTok videos are humorous in nature, the popular sports organization also identified a very natural way for the brand to use TikTok: showcasing highlights from games.

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Keep in mind that all these brands are different. One is a cosmetics company, one is an esteemed newspaper, one is a music streaming service, and one is a sports organization. However, they’ve all managed to make a strong impression on their audiences via TikTok. Your brand could do the same.

General FAQs

How are brands using TikTok?

So far, branded hashtag challenges seem to be the most popular approach for brands on TikTok. These campaigns encourage users to create videos around a specific hashtag, often using a specific song or set of dance moves.

Why brands should use TikTok?

It ties back to that sense of community. These savvier social media users are willing to engage with brands on their level. So when you’re building brand stories that incorporate your community, you’re on to a winner. TikTok is an ideal platform for this.

Why is TikTok popular?

TikTok enables everyone to be a creator, and encourages users to share their passion and creative expression through their videos.” TikTok largely has a much smaller variety of users, 66% of all of its users are under the age of 30-years-old, with 60% of the app’s monthly users being between 16 and 24.


Devendra Singh

Director, Content Strategy at Digital Marketing Trends. I develop, evaluate, and improve the company's content strategies. Providing a big online presence for SMEs and StartUps.