Half of major brands have no presence on TikTok

Rob Clapp

An overview of brand activity on TikTok.

TikTok has grown rapidly in popularity over the past two years but some brands are missing out, according to an analysis by video editor company InVideo.

Of the more than 300 major brands studied, half had no posts (49%) or no followers (47%). Two-fifths (40%) had no TikTok account whatsoever. This includes brands like Google, Facebook, YouTube, IKEA, Nestlé, Audi and Toyota.

When videos are posted by brands, using humour is the most popular choice – about one-third (30%) of the videos analysed attempted to be funny. Suspense (16%) and adventure (12%) also prove popular.

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