20 Oct Redbull NL with Max on #1 in TikTok Top 25
The third quarter of 2022 is upon us, which means a new publication of the TikTok Top 25 for brands. An inspiring list of names that looks different every quarter. Increasingly more brands are making their appearance on TikTok. The research shows that accounts where entertainment is a high priority are doing incredibly well in the rankings. Which brands are these? Read on.
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 have been assessed. The accounts are rated based on the number of interactions and the engagement rate*, where interaction weighs the heaviest. Every quarter, the brands that score best on average on these aspects appear in the TikTok Top 25. At the end of the year, the list of the most successful brands on TikTok for the full year 2022 will be announced. Today Somention presents the list for Q3.
Food makes way for fun
Compared to Q2, there have been many shifts in the TikTok rankings for the third quarter. The food channels Five Guys NL and Ijssalon Borger – which previously appeared at the top – have had to make way for fun accounts, such as amusement parks Duinrell (3) and the Efteling (4). These channels share videos with fun facts, atmospheric images and relatable situations. They involve their viewers in the videos by asking them questions. Furthermore, the account of Netflix NL has risen considerably in the list: from 20th place to 2nd. The account is known for posting funny scenes from movies and series that are relatable for the target audience and they also share teasers of new viewing tips. At the top of the list this quarter we find Redbull Netherlands, a sporty, active and musical account. There are many videos of athletes practising extreme sports that will leave you astonished. The account also exudes humour, with funny videos in collaboration with F1 driver Max Verstappen.
Confetti-sprinkled
An account we haven’t seen in this year’s TikTok Top 25 before is WONDR Experience, now found in 16th place. On the platform, they showcase their attractive confetti-sprinkled world, which makes you want to dive right in. The TikToks are recorded by both young and old(er) people, attracting a wide ranging audience. Last year, they already managed to secure a spot in the top 10 best Instagram accounts of 2021. Perhaps this year they will be found in the best TikTok accounts of 2022. But first: the Dutch TikTok Top 25 for brands – measured after the third quarter – below.
Dutch TikTok Top 25 – Q3 2022
Q3 |
Account |
Followers |
Engagement rate |
Rise / drop |
1 |
redbullned |
533.300 |
9.89% |
+24 |
2 |
netflixnl |
357.400 |
10.56% |
+18 |
3 |
duinrell |
466.000 |
9.08% |
+14 |
4 |
efteling |
379.400 |
9.02% |
+6 |
5 |
jaminonline |
134.700 |
10.65% |
+29 |
6 |
dominos_nl |
1.400.000 |
7.32% |
+16 |
7 |
aktiesport |
230.400 |
8.57% |
+20 |
8 |
pathe |
107.700 |
7.84% |
-3 |
9 |
my_jewellery |
196.500 |
6.84% |
+22 |
10 |
rodekruis |
103.000 |
6.96% |
-6 |
11 |
ijssalonborger |
112.800 |
6.75% |
-9 |
12 |
kfcnederland |
50.500 |
10.46% |
+7 |
13 |
justdiggit |
79.500 |
7.29% |
– |
14 |
schipholairport |
63.300 |
7.88% |
-5 |
15 |
primevideonl |
344.900 |
4.27% |
+21 |
16 |
wondr.experience |
36.000 |
9.8% |
+30 |
17 |
attractieparktoverland |
53.800 |
8.3% |
-5 |
18 |
53.200 |
7.44% |
+3 |
|
19 |
ritualscosmetics |
67.800 |
5.26% |
-8 |
20 |
mimamsterdam |
19.800 |
9.02% |
+25 |
21 |
youseum |
32.800 |
7.81% |
+19 |
22 |
scotch_soda |
58.400 |
5.96% |
+35 |
23 |
theorietoppers |
242.200 |
3.2% |
+9 |
24 |
annefrankhouse |
35.800 |
5.71% |
+30 |
25 |
tui.benelux |
52.400 |
5.25% |
+10 |
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%.
We have also published the TikTok Top 25 of brands in Belgium and Germany. Great for even more inspiration!
♦ Check out the Belgian TikTok Top 25 of Q3 here
♦ Check out the German TikTok Top 25 of Q3 here
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