Anyone know of brands (not people or influencers) on TikTok who are utilizing the platform really well?

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Duolingo’s social media, particularly their TikTok, is out of control. So good. Give it a google lots of articles. You can see in their tiktok average video view count how things totally tipped over in their strategy when they unleashed the unhinged owl. Only brand I follow on the platform.

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Agreed! Duo lingo. I like good molecules too (skincare brand)

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Washington Post @washpo is legendary on TikTok

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For sure another great. I guess I put them in a different category because they’re a content company but absolutely they are creating good stuff.

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The big / well known brands that a lot of users like are duolingo, Washington post, Empire State Building, but there’s a lot of user skepticism towards corporate social accounts. I think it’s actually a better showcase for small / local brands flexing their creativity and social strategy. I’ve seen some really awesome small brands blow up and build genuine engagement and loyal followings. August tampons are one cool example, Ardent candles are also fun.

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Here's one!

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In terms of advertising or having their own channel to drive awareness?

I don’t think a lot of brands who are doing paid on TikTok without a solid organic content strategy already are doing very good job. Lots of TT ads are cut downs of creative shot for other platforms (not vertical video) or just sort of phoned in, but with dancing.

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How does all of this translate to actual results however?

Mainly brand awareness and affinity. Engagement. You wouldnt run an ecom performance media campaign on tiktok kind of thing.

WaPo

Lionsgate does a great job too

Studystream

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