Rethink TikTok – it could be your most dynamic channel yet

With over 1.5 billion monthly active users, TikTok has moved far beyond dance trends and viral challenges. It’s now one of the most powerful channels for company messaging, and one that corporate communicators can no longer afford to overlook.

We have previously written about YouTube and Instagram as core channels for corporate messaging. But TikTok is rapidly becoming the most influential short-form storytelling platform globally, particularly among younger audiences.

Historically, TikTok has been dismissed too informal, or simply unsuitable for “serious” corporate content. But we think that TikTok’s potential for corporate communications is enormous. It’s a space where companies can break down barriers, show their human side, and tell concise, high-impact stories that resonate.

Why is TikTok so important?

You’re meeting the next generation exactly where they are

TikTok’s audience is overwhelmingly young: 1 in 4 TikTok users are under 25. For companies looking to cut through to Generation Z, this is where attention lives. The platform’s algorithm pushes content far beyond follower count, meaning strong ideas can reach millions.

It’s built for rapid, authentic storytelling

TikTok rewards content that is quick, real and authentic. Whether it’s a 15-second explainer, a behind-the-scenes employee vlog, or a senior leader answering a question on camera, the storytelling style requires maximum clarity but less time than a traditional long-form corporate video.

It humanises corporate leadership

TikTok offers an opportunity for executives to speak directly, credibly and consistently. The barrier between “corporate” and “audience” is broken down, which is the goal: to humanise your corporate social media presence. Don’t forget McDonalds’ CEO Chris Kempczinski breaking down his favourite menu items on TikTok!

Your employees are the real stars of the show

Companies are increasingly giving employees creative autonomy over TikTok. By tapping into current trends, using popular audios and showcasing office culture, younger audiences can see real faces and lived experiences. When done well, the impact is entirely positive: jobseekers are excited to work for your company, and employees have a fun outlet.

What performs well on TikTok?

A strong corporate TikTok presence is rooted in authenticity, simplicity and relevance. Overly polished content doesn’t resonate; audiences connect with stories that feel genuine.

Trend-aware videos drive reach

Content should align with current sounds, formats or transitions, without trying too hard. Think explainers, behind-the-scenes snippets and Q&A formats.

Ryanair CEO Eddie Wilson and Head of Comms Italy Fabrizio Francioni invite viewers to watch the backstage process of a company announcement. The overall tone is fun, excited and informal.

@ryanair

More from a HUGE day of announcements in Milan!! 🇮🇹

♬ original sound - Ryanair

People first, always

Real people perform far better than generic messaging. It could be an engineer walking through a new company innovation, an employee sharing a day-in-the-life, or an intern answering questions about company culture.

Deloitte takes this approach via localised country TikTok channels: through day-in-the-life videos, office tours and graduate advice, they’ve created hubs that appeal directly to young talent. It’s corporate TikTok done with sincerity, not gloss.

@deloittehungary New joiners, new beginnings – welcome to the team ✨💼 #deloitte #hungary #audit #fyp #viral ♬ som original - lz

Captions should be minimal and purposeful

TikTok is a video-first platform, but don’t forget that captions make a difference. Keep them short and sweet. Include keywords relevant to your company, hashtags, tag people wherever possible, and use pithy hooks to get people interested and encourage engagement.

Henkel directly invites users to answer questions in the comments section, driving visibility and creating a community dynamic.

@henkel

POV: Someone asks you the best thing about your job and you don’t even have to think twice. 💭✨ Now we wanna know: what’s YOUR favorite part about your job? Drop it in the comments below! ⬇️ #Henkel #job #career #workinbeauty #pov #tiktoktrend #jobmoments #bestjob #beauty #haircare #haircareproducts #hair #haircaretipps #joblove #worklove

♬ Originalton - Henkel

Consistency matters… but creativity matters more

Posting frequently helps, but originality is what stops the scroll-past. Avoid repurposing content from LinkedIn and other social media platforms. TikTok requires fresh ideas that embrace the platform’s rhythm, which is light-hearted, fun and informative.

Look to The Washington Post. Its team creates skits that simplify complex news stories with humour and clarity. This is a highly original approach to take – especially given its traditional audience - and illustrates the importance of creativity first.

@washingtonpost

Layoffs rise to RECESSION-LIKE levels Layoffs accelerated in October, pushing 2025 job cuts to levels typically seen in recessions, according to newly released data from Challenger, Gray & Christmas, a private firm that tracks workplace reductions. Story by: Abha Bhattarai

♬ original sound - We are a newspaper.