In a tough year for many brands. TikTok not only prevailed, it thrived—being named Ad Age No.1 Marketer of the Year. With 100 million active users in the U.S., the platform has continued to attract brands looking to reach young audiences.
On Wednesday the platform revealed the best-performing brand campaigns—those that embody its own marketing brief: “Don’t Make Ads, Make TikToks.” It’s the first time the platform has released such a list and comes a week after it published its second annual “Top 100” list, highlighting top creatives, trends, challenges and hashtags of the year.
"We're thrilled to debut our first-ever 'Year on TikTok' spotlighting brands that showed incredible perseverance and their ability to make an impact on culture and with the TikTok community in 2020,” Katie Puris, managing director of global business marketing, wrote in a blog post. “These campaigns brought much-needed joy and levity to TikTok and into our homes during a challenging year and truly exemplified the power of authenticity in marketing."
TikTok zeros in on five top-performing “unique” campaigns grouped in each of 10 categories: Hashtag challenges, hashtag challenges using music, creatives from the “For You” feed, branded effects, “Editor’s choice,” top viral videos, brands that built a community, innovative brand accounts, small businesses and top #TikTokMadeMeBuyIt videos.
A TikTok spokesperson said campaigns were selected based on metrics including video views, likes, engagement and follower growth. The brands span beauty, entertainment, food and consumer packaged goods, and include industry heavyweights L’Oreal, Pepsi, Warner Bros., the National Football League and Lysol, as well as small businesses including Designs by Donnie and Pounce Cat Café.