The brands that are a hit on TikTok in France in the second quarter are finally revealed! This second edition of the Story TikTok Charts highlights those who have stood out the most in each sector of activity. The Social & Paid Content agency, Mobsuccess, behind this ranking, offers us an overview of winning strategies for performing on the platform.
What methodology is this ranking based on? Which brands stand out? And, above all, what good practices have they implemented to boost their performance? The answers!
Story TikTok Charts: what are the analysis criteria?
Before revealing the top of the most successful brands, let’s take a second look at the criteria for this ranking. The Story TikTok Charts follows a very precise methodology, based on the analysis of data from brand accounts, and a mathematical formula designed by Story. It is based on:
- A brand’s ability to create engagement on TikTok. Likes, shares, comments, saves, and the overall engagement rate observed over the quarter.
- The presence and volume of content generated by the brand. Number of views, posts, and evolution compared to the previous quarter (Tn-1).
- The longevity and historical anchoring of the brand on the platform. Cumulative subscribers and views over the last 12 months.
Netflix tops the overall ranking
For the second quarter of 2024, the ranking of the best French brands on TikTok places Netflix in first position, with an impressive score of 92.5. The famous streaming platform is closely followed by Jacquemus (89.9) and L’Oréal Paris (89.4).
Event
The agency emphasizes that notable differences can appear between certain brands, these differences often being linked to the nature of their sector of activity and the appetite of their target audiences for brand content on TikTok.
Top 5 best brands by sector
Running: champion in clothing
With a score of 53.3, Courir is at the top of the clothing and accessories sector. The brand gained 94,629 new subscribers, placing it in first position on this indicator in its category. In the general ranking, Courir comes in 6th position and is only ahead of luxury brands, Netflix and L’Oréal.
To achieve this result, the brand has implemented an effective strategy based on three types of content:
- Videos highlighting the products, filmed from different angles. In particular, we find compilations of seasonal products presented in carousels, a popular format integrating various features such as multiple choice questions, or stories.
- Competitions that engage and build community loyalty
- More personal posts in which the community manager shares her own favorites, following the trends TikTok. Thus, her videos are similar to those of an influencer: she shows new pairs, shares her own inspirations, her favorite products, etc.
@run I DON’T HAVE TO JUSTIFY MYSELF!!
♬ son original – ????
In the clothing and accessories sector, the brand is ahead of Kiabi (second with 45) and ERAM (33.3).
Burger King France: king of everyday consumer goods
With a score of 67, the fast-food chain is at the top of the ranking in the consumer goods category. Burger King has a habit of playing on current trends while using the platform’s codes. This results in particular in montages which highlight the flagship products while retaining its DNA. This strategy seems to be paying off since the brand recorded a 73% growth in views on its publications compared to the first quarter.
@burgerkingfr The Japan Cheesy Steakhouse invades our menu until 06/10 #burgerking #japan #cheesy #steakhouse #tiktokfood
♬ original sound – Blameitonkway
Fast-food chains also monopolize the podium, with KFC France (56.3) and Quick (50.5) in second and third position. Miniso France comes just behind, with a score of 42.3, followed by Durex (36.1) and McDonald’s France (31.2).
Pathé Films: star of the cultural industry
If Netflix dominates the general ranking and, by extension, its sector, Pathé Films shines just as much in the Cultural Industry and Media category, taking second place with a score of 68. The brand was able to take advantage of the enthusiasm around the Festival of Cannes to highlight highlights of the event, particularly by capitalizing on well-known names. This resulted in extracts from interviews or interventions by actors, but also by the reposting of comments from spectators about the release of the film Le Comte de Monte Cristo.
Result: Pathé Films explodes the counters! The account has in fact recorded a spectacular increase in its views, going from 6.3 million in the first quarter to 23 million in the second, a dazzling growth of 271%!
@pathefilms Preparation for the role by @Pierre Niney… and advice from #FrançoisCivil ???? LeComteDeMonteCristo, at the cinema on Friday June 28! . . . A film by #MatthieuDelaporte and AlexandreDeLaPatellière. With PierreNiney, BastienBouillon, AnaïsDemoustier, AnamariaVartolomei, LaurentLafitte, PierfrancescoFavino, PatrickMille, VassiliSchneider, JulienDeSaintJean, AdèleSimphal, #StéphaneVarupenne and JulieDeBona. Produced by #Chapter2 (DimitriRassam) and Pathé Films. #FilmTok #OnRegardeWhat #ClubAllociné @AlloCiné
♬ original sound – Pathé Films
In third position, we find Prime Video with a score of 59.5, followed by Paramount France (53) and Sony Music FR (50.2).
INTERSPORT: gold medal in sport and leisure
With a score of 66, the equipment manufacturer wins in its category. INTERSPORT relies on numerous guests such as Selim (346.8k subscribers), a content creator specializing in sidewalk microphones, who reproduces the same format for the brand. The company also invites athletes, highlights certain disciplines and carries out sponsored operations. Finally, she does not forget to use trends to present her products. By betting on this strategy, Intersport achieved a good performance and gained 78% of views compared to the first quarter.
@intersportfr Go OM! @Selim ventured to Marseille to meet the biggest football fans. We will remember one “bouillabaisse” thing! For the rest, meet us tomorrow and until Sunday in Brest! #sportour #om #football
♬ son original – INTERSPORT France
Leroy Merlin: n°1 in durable consumer goods
Finally, with 88% more views compared to the previous quarter, Leroy Merlin absorbed the largest increase of the quarter and placed at the top of the ranking, with a score of 61.5. Should we see a link with the news of the brand which celebrated its 100th anniversary? Without a doubt! The DIY brand has relied on the video format to retrace its history, integrating motion design elements. This bold decision, which breaks with the codes of the platform, has allowed it to strengthen its notoriety.
@leroymerlin ????????️ Let’s dive into the past and explore our history and our family spirit together! #leroymerlin #100 years #anniversary
♬ son original – Leroy Merlin
So what will happen for the third quarter? Will the Olympics and summer vacation have an impact on performance? To find out, see you in the next edition. In the meantime, go here to view the full ranking and details by industry.
