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Once upon a time, TikTok was associated with teenage dancing, strange challenges, and questionable humor. But that’s long gone. Today, TikTok is not just a video platform, but a powerful marketing tool. And while “serious” brands are cautiously holding on to Facebook and Instagram, it is TikTok that gives a chance to restart the image, restore trust, or even revive a business of any size.
In this article, you will see real cases of Ukrainian brands that have used TikTok and changed their perception of themselves dramatically. Some of them were successful. Some – not. However, each case is worthy of attention.
TikTok works according to a unique logic: it doesn’t matter how many subscribers you have. If the video is interesting, it will get views. The algorithm opens the door for small businesses and obscure brands that would never have made it on Facebook or YouTube organically.
In addition, TikTok loves something not typical, something sincere and unique. It’s not about “looking perfect” but about being real. Thus, the image is built not at the expense of the budget, but at the expense of authenticity.
YandMe is a chocolate brand that you’ve seen on TikTok, Instagram, and Threads many times. But it attracted the most attention… in a very unpleasant way.
YandMe publicly dissed a small business that refused to cooperate. The manner of communication on TikTok looked arrogant, with notes of passive aggression and “celebrity”. Instead of a constructive dialog, the brand was ironizing. The result was not long in coming: a wave of criticism, video responses from various small and medium-sized businesses, and growing dissatisfaction in the comments.
The public refusal to cooperate with the Gepur brand is one of the loudest signals: “We don’t want to be associated with you in any way.” Other blogs also expressed outrage. TikTok picked up on it: bloggers, customers, and marketers analyzed the situation. But instead of a clear reflection or a public apology, the brand remained silent.
TikTok is a platform where honesty always wins. The image is formed here faster than in any other social media PR campaign. And if a brand makes a mistake, the audience is waiting for a reaction.
Even negativity can be turned into a resource. But only if you speak sincerely and admit your mistakes.
Ordinary dentistry, with no loud advertising campaigns and no attention. The competition was high, and the budget was limited for risks at first. So the owners decided to shoot a TikTok video themselves, and to involve almost the entire team. Funny responses to comments, sarcastic procedures, humor in patient stories, and even without verbal censorship in some places.
Ideale’s success is an example of how you can be creative even in a medical niche if you allow yourself to go beyond and are not afraid to stand out.
The TikTok account of the Vinnytsia plumbing store became viral thanks to an unexpected approach and the involvement of a creator with a specific sense of humor and “acting skills” in entering the role.
TikTok is definitely not a magic button. But this is the only platform where a brand with a complex background or a banal niche can change the impression of itself in just a month. If you are honest, creative, and not afraid to speak the language of the platform, TikTok will make friends with you.
Sometimes, one acting scene among the plumbing is enough to be remembered. However, it’s not enough, as the stability of content publishing is also important on this social network.