TikTok has rapidly evolved from a platform for dancing teens and comedic sketches to a global marketplace where brands of all sizes can cultivate direct, authentic relationships with audiences. What distinguishes businesses that are winning on TikTok is not simply their willingness to participate, but how they leverage the platform’s unique culture, tools, and algorithms to drive engagement and growth.
The Influence of Genuine Connection: Narratives Instead of Sales
En TikTok, la publicidad convencional suele no ser efectiva. Los usuarios prefieren el contenido que se siente auténtico y cercano, lo que implica que las compañías que actúan más como creadores que como empresas generalmente prosperan. Por ejemplo, Ryanair, una aerolínea de bajo costo, ha conseguido millones de seguidores al convertir la marca en un personaje con el que se puede identificar. Utilizando sonidos de moda, filtros graciosos y comentarios autocríticos sobre los retrasos de vuelos y las ansiedades de viaje, Ryanair transforma las quejas de los clientes en contenido humorístico. Esta táctica hace que la aerolínea sea percibida como accesible y humana, en lugar de ser solo otra empresa sin rostro.
Rather than direct product pitches, businesses winning on TikTok utilize story-driven content. Small businesses frequently showcase behind-the-scenes glimpses: how products are made, day-to-day operations, or candid reactions to customer feedback. The hashtag #smallbusiness has over 109 billion views, illustrating the appetite for this raw, unfiltered perspective. For instance, coffee shop owners like Kleins Coffee in the US narrate stories about their family recipes or showcase the “Coffee of the Day,” encouraging meaningful connections beyond the product itself.
Adopting Trends and Overcoming Challenges: Flexibility Yields Benefits
Virality on TikTok is driven by trends and challenges—formats that offer equal opportunities for brands no matter their marketing budget. Duolingo, a language-learning platform, exemplifies the promise of this approach. Their strategy revolves around the company’s green owl mascot engaging with trends, memes, and cultural happenings in a fun, sometimes cheeky manner. Duolingo’s TikTok account frequently garners millions of views by quickly reacting to popular sounds or viral humor, demonstrating that staying current and being fast are key advantages.
Esta adaptabilidad también se aplica al comercio minorista. Las marcas de belleza como Fenty Beauty y The Ordinary han logrado el éxito no solo a través de la promoción de productos, sino reaccionando a desafíos virales de maquillaje, respondiendo a las preguntas de los usuarios y compartiendo tutoriales novedosos que simplifican las rutinas de cuidado de la piel. Su disposición a otorgar el control creativo a creadores de TikTok, permitiendo que voces auténticas experimenten con los productos, incrementa su credibilidad y fomenta la viralidad.
User-Generated Content as Growth Engine
Another hallmark of successful TikTok businesses is embracing user-generated content (UGC). Brands like Chipotle intentionally create campaigns designed for replication, such as their #LidFlip challenge, which encouraged users to flip burrito bowl lids and showcase their own Chipotle orders. Such campaigns not only generate buzz but also allow the brand’s reach to extend organically as users remix, react, and reinterpret the original content.
UGC also supports grassroots marketing for smaller businesses. For instance, Bala Bangles, a fitness accessory company, surged in popularity after TikTok creators demonstrated creative workout routines featuring their products. This peer-driven exposure resulted in a cascading effect, with the brand’s sales spiking as viral videos inspired countless imitations and positive reviews.
Leveraging TikTok Shopping and Influencer Partnerships
The rise of TikTok Shop and seamless shopping integrations has further shifted the landscape. Companies that adopt TikTok’s native e-commerce tools benefit from reduced friction between product discovery and purchase. For example, fashion retailer ASOS utilizes try-on hauls, “get ready with me” videos, and live shopping events to showcase products authentically, driving immediate conversions within the app.
Collaborations with influencers continue to be crucial too. Companies such as Glow Recipe partner with skincare influencers whose genuine product evaluations and demonstrations ignite viral trends and ongoing discussions about ingredient transparency. This open, peer-to-peer marketing is especially powerful among Gen Z and millennial age groups.
Diverse Sectors Finding Success
The successful approach isn’t limited to just one field. A variety of industries are flourishing:
Learning: EdTech companies like Study Smarter along with science communicators such as Hank Green simplify intricate subjects into engaging and easy-to-understand insights, transforming education into an enjoyable and shareable experience.
Economics: Creators focused on financial education cooperate with fintech companies, breaking down the fundamentals of investing or clarifying how credit scores work through engaging sketches, transforming a typically dull topic into practical guidance.
Food & Beverage: Local bakeries and international chains alike thrive with recipe demonstrations, taste tests, and customer reaction videos that tempt viewers into placing online orders.
Data and Case Analyses: Assessing Influence
Data emphasizes the impact of TikTok on businesses. TikTok’s “What’s Next” report for 2023 reveals that 38% of its international audience has bought a product after viewing it on the app. A significant example is Little Moons, a mochi ice cream company from the UK, which experienced a 700% rise in sales at supermarkets following a viral video on TikTok directing users to buy the product. The “TikTok made me buy it” trend highlights the platform’s ability to ignite sales trends swiftly.
Another investigation conducted by Marketing Dive found that campaigns utilizing influencers on TikTok achieved almost twice the engagement compared to those on Instagram or Facebook, particularly in the sectors of beauty, fashion, and food. The common factor: Successful businesses synchronize their messages with the dynamic, creator-focused environment of the platform.
The future of business
Businesses prevailing on TikTok are those that recognize and embrace the platform’s culture of authenticity, agility, and communal participation. They treat every video as an opportunity for storytelling, not just selling. By merging creativity with responsiveness and placing genuine engagement above formulaic advertising, these companies invite users into a collaborative, evolving brand narrative. Success on TikTok is less about dominating attention and more about co-creating meaning within a passionate, participatory audience.
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