19 Jan Redbull Belgium, Plopsa and Tomorrowland again most popular in TikTok Top 25
The Belgian TikTok Top 25 of 2022’s last quarter is out! The hits list for Belgian brands shows which accounts perform best on the short video platform. What is striking this quarter is the stability of accounts at the top. Read on to find out the details!
The research
The TikTok Top 25 is compiled based on independent research by social media agency Somention. The most successful Belgian and international brands with a Belgian account on TikTok were assessed. The accounts are evaluated based on the number of followers and the engagement rate*, where interaction is heaviest weighted. Every quarter, the brands that scored best on average on these aspects are listed in the TikTok Top 25. In February, the list of the most successful brands on TikTok across the entire year of 2022 will be announced. Today Somention presents the list for Q4.
Staying on top
If you remember the Belgian TikTok results of Q3, you might notice that the top 3 of this quarter is exactly the same! Not much of a surprise here… Redbull Belgium sustained its excellent results through to Q4 and now for the second time in a row, gets crowned TikTok frontrunner of Belgium. Their post with the highest engagement rate (19%) was a 2022 recap video. This video’s positive sentiment definitely evoked a nostalgic feeling with Redbull’s community. In second place we have Plopsa. The amusement park’s account gives the target audience the magical Plopsa experience through their TikTok videos. Fan excitement translates into this stunning second place for Plopsa in the TikTok Top 25! And last but not least, Tomorrowland secured third place again this quarter. Something that really stands out from the popular festival’s account is their great follower growth. In Q3 the account had grown by 420K followers, and this quarter they pulled through with another 386K growth in followers.
Warming up to the target audience
Next to the top 3 results, this quarter features six more accounts which stayed in the same place on the list: Avo & Cado Clothing (5), The Dough Bar (7), Technopolis (8), Voetbalshop (11), Have A Roll (20) and Junique Fashion (21), we like the consistency!
Just Dance Benelux has dropped 16 spots to place 22. Their engagement rate decreased enormously, which again emphasises the importance of being able to respond to the trends on the quickly moving platform. However, on the bright side of the list one brand in particular should be highlighted: De Lijn (6). The Belgian public transport company climbed 11 spots in the list since last quarter and mainly uses humour and recent trends to warm up to their target audience.
Belgian TikTok Top 25 – Q4 2022
Q4 |
Account |
Followers |
Engagement rate |
Rise / drop |
1 |
redbullbe |
195,900 |
13.22% |
0 |
2 |
plopsa_official |
58,800 |
8.53% |
0 |
3 |
tomorrowland |
1,600,000 |
6.34% |
0 |
4 |
tui.benelux |
65,200 |
5.01% |
+6 |
5 |
avoandcadoclothing |
14,600 |
11.85% |
0 |
6 |
delijn |
16,300 |
6.05% |
+11 |
7 |
thedoughbar |
19,900 |
5.33% |
0 |
8 |
technopolis_be |
56,000 |
4.34% |
0 |
9 |
15,200 |
5.52% |
+3 |
|
10 |
sncb |
16,100 |
5.33% |
+3 |
11 |
voetbalshop |
10,900 |
6.58% |
0 |
12 |
bellewaerde_official |
11,000 |
6.36% |
+3 |
13 |
gamegear |
18,000 |
4.75% |
+1 |
14 |
xiaomi.belgium |
33,900 |
1.62% |
+5 |
15 |
bobbejaanlandbe |
6,523 |
6.28% |
+1 |
16 |
poco.belgium |
20,600 |
2.95% |
+2 |
17 |
25,700 |
1.02% |
+5 |
|
18 |
universalpicturesbelgium |
27,100 |
0.66% |
+5 |
19 |
samsungbelgium |
13,100 |
3.73% |
+6 |
20 |
havearoll |
8,120 |
4.54% |
0 |
21 |
junique.fashion |
11,300 |
4.31% |
0 |
22 |
justdance_benelux |
21,100 |
0.37% |
-16 |
23 |
3,889 |
4.44% |
+3 |
|
24 |
mu.zee |
1,348 |
5.09% |
+3 |
25 |
warnerbrosbelgium |
11,900 |
1.08% |
+5 |
Explanation of study
In this independent research, a number of factors were taken into consideration when selecting the brand accounts. To obtain a reliable engagement rate, only accounts with more than 1,000 followers were included. It is also essential that an account has uploaded videos in Q3 of 2022. Excluded are (news) platforms, broadcasters, programmes, agencies and sports clubs.
*Engagement rate is the number of likes, comments, and shares divided by the number of views, multiplied by 100%.
More lists? Check out how brands in neighbouring countries are utilising TikTok!
♦ Check out the Dutch TikTok Top 25 of Q4 here
♦ Check out the German TikTok Top 25 of Q4 here
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