2024 TikTok Review: 5 brands that understood the assignment

TikTok has evolved from a quirky app for lip-syncing teens to a global powerhouse for brands. With its viral trends, hyper-targeted content, and engaged audience, TikTok has become an essential platform for brands to build awareness, drive engagement, and most importantly, connect with new audiences.

The most successful brands aren’t just posting ads; they’re embracing the unfiltered, spontaneous spirit of the app, diving headfirst into its chaotic creativity.

These are my top five brands did just that in 2024.

RSPB: Embracing the unhinged chaos

The Royal Society for the Protection of Birds (RSPB) is often seen as place for the calm nature lovers. But in 2024, they embraced the unhinged nature of TikTok with rogue edits, quirky bird of the week content, and playful videos that showcased the joy of birdwatching in a weird way that got users asking themselves, what am I watching?

This unhinged strategy isn’t just a gimmick – it’s a proven trend on TikTok, where users love brands that embrace the platform’s playfulness. The RSPB’s content captured the attention of a whole new audience, making birdwatching feel fun and accessible to younger generations. And the best part? None of its new footage was created; it was all old stock, meaning it cost nothing to produce.

My top picks:

• https://www.tiktok.com/@rspb/video/7365950400463162656?lang=en
• https://www.tiktok.com/@rspb/video/7428273614165642529?lang=en
• https://www.tiktok.com/@rspb/video/7402570875230293281?lang=en

Burberry: Bridging tradition, tea and TikTok

Burberry, a brand known for its rich British heritage, classic style, and luxury appeal, doesn’t seem like an obvious fit for TikTok. But Burberry showed us otherwise by shifting away from high-fashion runways and instead showed relatable and on the pulse ambassadors, like Cole Palmer and Little Simz, sharing their personal, often humorous takes on how they prepare a cup of tea – an iconic British ritual.

This simple, yet genius, content allowed Burberry to remain true to its British roots while simultaneously connecting with a more modern, diverse audience.

My top picks:

• https://www.tiktok.com/@burberry/video/7426420159952309536?lang=en
• https://www.tiktok.com/@burberry/video/7426420427074948385?lang=en
• https://www.tiktok.com/@burberry/video/7426419885313428768?lang=en

 Curry’s: Building community with trends over products

Traditionally, brands in the electronic space focus on showcasing products, often through repetitive, predictable ads. But Curry’s took a completely different approach, diving into TikTok’s trend-driven world. Instead of pushing products directly, they leveraged viral trends and leaned heavily into community management.

They actively engaged with the TikTok community, creating content that was fun, unpredictable, and in tune with what was trending. Curry’s became a part of TikTok culture, not just by talking at their audience but by talking with them, often humorously and in ways that resonated with users.

My top picks:

• https://www.tiktok.com/@currys/video/7408219260222295328?lang=en
• https://www.tiktok.com/@currys/video/7418534858944728353?lang=en
• https://www.tiktok.com/@currys/video/7405524968680852768?lang=en

 Waitrose: Mastering TikTok’s vertical format

Instead of traditional holiday ads, Waitrose embraced TikTok formatting. Their campaign was more about storytelling than selling, inviting viewers to participate in a thrilling “whodunit” mystery. The ad wasn’t just a commercial, it felt like a collaborative experience.

This approach wasn’t just a clever way to sell Christmas dinner ingredients – it was an invitation for the audience to become part of the story. By focusing on TikTok’s interactive nature, Waitrose made the holiday shopping experience feel fun and inclusive.

My top picks:

• https://www.tiktok.com/@waitrose/video/7434466840035740961?lang=en
• https://www.tiktok.com/@waitrose/video/7433686325389315361?lang=en
• https://www.tiktok.com/@waitrose.worthing/video/7438695750776802593?lang=en

NWS Police: Serious messages don’t have to be boring

The Australian New South Wales (NSW) Police faced a unique challenge in 2024: how to deliver important messages and build more public trust. Through relatable scenarios and trending sounds, the NSW Police found a way to address serious issues while keeping the mood light and engaging.

This approach not only made their messages more digestible but also built a sense of trust with the public, particularly younger users who might not engage with more traditional forms of outreach. It showed that serious content can still have a place in the world of TikTok when delivered in the right way.

My top picks:

• https://www.tiktok.com/@nswpolice/video/7339786557882141953?lang=en
• https://www.tiktok.com/@nswpolice/photo/7328634442807872769?lang=en
• https://www.tiktok.com/@nswpolice/video/7353124536604183809?lang=en

 TikTok is more than just a social media platform – it’s a cultural phenomenon where creativity, humour, and spontaneity reign supreme.

As we head into 2025, these brands are setting the stage for the next evolution of content, proving that on this platform, the key to success is staying true to your brand while embracing the unexpected.

By Brittany Holder, Social Media Account Manager at Citypress