Efteling, Duinrell and Netflix NL score in TikTok Top 25

Somention has again researched the most popular Dutch brands on TikTok. Wondering which accounts did well in Q4? Or looking for inspiring channels on the platform? Then read on quickly to see the results of the latest TikTok Top 25 research of 2022.

The research

The TikTok Top 25 is compiled based on independent research by social media agency Somention. The most successful Dutch and international brands with a Dutch account on TikTok have been assessed. The accounts are rated based on the number of interactions and the engagement rate*, where interaction is heaviest weighted. Every quarter, the brands that score best on average on these aspects appear 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.

Post frequency, creative formats and a magical atmosphere

In third place in the TikTok Top 25 is Netflix Netherlands. With an average posting frequency of 10 TikTok’s per week, they demonstrate an understanding of the importance of being consistent in posting content. Still, Netflix had to cede its second spot from Q3 this quarter to Duinrell. Through various creative formats, such as “Guess the TikTokker,” the amusement park manages to encourage viewers to comment, like and follow. Consequently, Duinrell’s two most successful TikTok videos, both with engagement rates of over 14%, were part of the aforementioned concept. The account taking first place this quarter is the Efteling. The account exudes a magical atmosphere, allowing the target audience to immerse themselves in the fairy-tale world even without visiting the park. In addition to this great achievement on TikTok, the Efteling is also in second place in the Dutch Instagram Top 100 this quarter. 

The quarter of consistency 

There were not many major shifts this quarter compared to Q3. In fact, five accounts finished in the same spot in the list as last quarter: Walibi Holland Official (4), The Ocean Cleanup (8), My Jewellery (9), Schiphol Airport (14), and Youseum (21). The brands are thus proving to be consistent in their performance. For the first time this year, streetwear brand Balr can be found in the list. Through their TikTok account, they exhibit new collections, announce sales and give followers a behind-the-scenes look at shoots. Hema Netherlands also did well this quarter. In Q3 they had briefly disappeared from the Top 25, but with a rise of 15 spots in the list, they are now back at number 20.

Dutch TikTok Top 25 – Q4 2022

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 Q4 here
♦ Check out the German TikTok Top 25 of Q4 here