Why Marketers Are Going All-In on TikTok in 2024 (And What We Can Learn From Big Brands)
It’s official—TikTok is no longer just the playground of Gen Z or small creators experimenting with dance trends and lip-syncs. In 2024, even the most traditional corporate marketers have gone all-in on TikTok, and it’s set to grow even further in 2025. What started as a platform for short, engaging videos has quickly become a powerhouse of brand storytelling and audience engagement, attracting big names and industry giants from across the spectrum.
So, why are marketers flocking to TikTok? And more importantly, which big brands are nailing their TikTok strategies and what can we learn from them?
Why Marketers Are Going All-In on TikTok
TikTok is no longer just a trend—it’s become a crucial part of any forward-thinking brand’s social media strategy. Here’s why marketers, including traditional corporate players, are jumping headfirst into TikTok:
1. Unmatched Reach and Engagement: With over 1.1 billion active users worldwide, TikTok’s growth has been nothing short of explosive. But it’s not just about the numbers; the platform’s unique algorithm offers an unparalleled reach for brands to target highly engaged audiences.
2. Authentic, Short-Form Storytelling: The focus on raw, unpolished, and creative content aligns with the way modern consumers want to interact with brands. TikTok gives marketers a chance to drop the glossy perfection and focus on real, relatable content.
3. High Virality Potential: TikTok’s algorithm prioritizes engaging content over follower count, giving every brand—whether an emerging startup or a household name—an equal chance at going viral.
As more brands master TikTok, we’re seeing an influx of high-quality, creative content that taps into trends, humor, and unique storytelling techniques. But which big brands are excelling? Let’s take a look at a few who are leading the charge.
Big Brands With Outstanding TikTok Strategies
1. Duolingo: The King of Viral Moments
Duolingo has absolutely dominated TikTok by leaning into the platform’s unique style and sense of humor. Their mascot, Duo the Owl, is essentially a TikTok influencer in its own right, often shown doing silly dances, interacting with trending sounds, and participating in viral challenges. What makes Duolingo’s strategy stand out is its willingness to humanize the brand and go all-in on lighthearted, self-aware humor.
Why It Works:
• Leaning Into Humor: Duolingo’s marketing team clearly understands TikTok’s playful nature. They’ve used the owl mascot to become the face of their brand, allowing them to engage users in a non-traditional, comedic way.
• Participating in Trends: The team at Duolingo keeps a close eye on trending audio clips and viral challenges. By consistently hopping on trends, they’ve not only increased visibility but also positioned themselves as in touch with what their audience cares about.
Key Takeaway: Don’t be afraid to experiment and embrace humor. TikTok’s audience appreciates brands that are willing to be playful and genuine.
2. Chipotle: Mastering the Art of Trend-Jacking
Chipotle has become a case study in using TikTok to keep a food brand relevant and engaging. Chipotle’s strategy involves riding the wave of trending audio, challenges, and pop culture references while integrating these trends seamlessly with their brand.
Why It Works:
• Collaborating With Creators: Chipotle regularly partners with popular TikTok influencers and creators to promote its brand. They’ve launched viral challenges like the #ChipotleLidFlip challenge, encouraging users to show off their skills while keeping the brand front and center.
• Leveraging User-Generated Content: Chipotle frequently reposts and interacts with UGC, making fans feel seen and appreciated. This builds community and strengthens their connection with their audience.
Key Takeaway: Brands that actively collaborate with creators and engage with UGC are able to build authentic relationships with their audience, fostering a sense of community.
3. The Washington Post: Making News Fun and Relatable
When you think of traditional media outlets, The Washington Post may not be the first name that comes to mind for TikTok mastery. Yet, their TikTok account has taken off thanks to their creative approach to delivering news. They’ve managed to turn serious news into easily digestible, entertaining content, often infused with humor and TikTok trends.
Why It Works:
• Breaking Down Complex Topics: The Washington Post’s TikTok account, run by Dave Jorgenson, uses memes, skits, and trends to explain the news in a way that’s accessible to younger audiences.
• Engaging Content: They use trending audio and challenges to make news stories more engaging, ensuring that serious topics resonate with viewers who might not otherwise pay attention.
Key Takeaway: If a traditional media outlet can make news fun, there’s no excuse for other brands not to find ways to creatively connect with their audience.
4. Gymshark: Building a Fitness Community
Gymshark has effectively leveraged TikTok to become one of the leading fitness brands on the platform. By showcasing workouts, transformations, and motivational content, Gymshark has built a strong community of fitness enthusiasts.
Why It Works:
• Inspirational and Relatable Content: Gymshark’s TikTok isn’t just about showcasing their products—it’s about highlighting the journey and lifestyle that their brand represents. They regularly feature user-generated content, showcasing real people wearing their gear and achieving fitness milestones.
• Creating Challenges: Gymshark runs fitness challenges that encourage followers to participate, film, and share their experiences using branded hashtags. This drives engagement and creates a sense of belonging.
Key Takeaway: TikTok is a community-driven platform, so building a brand community and encouraging user participation can help amplify your reach.
5. Guess: Leveraging Hashtags to Promote Brand Image
Guess was one of the first major fashion brands to successfully launch a TikTok campaign. They created the #InMyDenim challenge, encouraging users to show off their style transformations using Guess jeans. The campaign was a hit, generating millions of views and giving Guess a youthful, trendy brand image.
Why It Works:
• Creating Branded Challenges: Guess’ strategy of creating a branded hashtag challenge made it easy for users to participate while promoting the brand’s products organically.
• Aspirational Content: The challenge encouraged users to flaunt their style transformations, aligning perfectly with TikTok’s focus on creativity and self-expression.
Key Takeaway: Branded hashtag challenges are a great way to encourage user participation while building awareness and positioning your brand as trend-forward.
Final Thoughts: Going All-In on TikTok Is No Longer Optional
TikTok has solidified itself as the platform for brands to connect with younger audiences, share authentic content, and build genuine communities. From Duolingo’s humorous mascot antics to The Washington Post’s innovative news skits, big brands are making it clear that TikTok isn’t just another social media app—it’s a cultural force.
For marketers looking to tap into TikTok’s success, the key is to be creative, authentic, and trend-driven. Don’t be afraid to experiment with new formats, embrace humor, and build relationships with your audience through collaborations and challenges. And most importantly, have fun with it!
Want to level up your TikTok strategy in 2025? At Golden Hour Co., we specialize in creating engaging, trend-driven content that helps brands thrive on TikTok and beyond. Get in touch at danielle@goldenhourcodigital.com and we can help you create a TikTok strategy that stands out and connects with your audience in meaningful ways.
