Ranking: The most successful Swiss brands and companies on TikTok in 2022

Which Swiss companies and organisations are active and successful on TikTok? We tracked 220 Swiss companies on TikTok throughout 2022. Here is our ranking and our findings.

Which Swiss companies and organisations are active and successful on TikTok? We tracked 220 Swiss companies across the whole of 2022 on TikTok. Here is our ranking and findings.

Last year we tracked 227 Swiss TikTok company accounts and analysed 11.7 million followers, almost 14,000 TikToks and more than 78 million interactions.

Which metrics did we look at in particular?

Video Views show how viral an account can be. The better the content, the more views you generate, regardless of follower count. What is crucial for delivery of a post is the average watch time of a TikTok, not the interactions, as on other platforms. What we cannot measure from the outside is whether the videos generated so many views organically or through advertising.
Therefore, the Engagement Rate would be a corrective metric. Likes, saves, comments and shares show that a TikTok lands particularly well. In general, organic TikToks receive far more interactions than paid posts. Engagement has little influence on video views, because the algorithm hardly takes this into account. Because the engagement rate is calculated on the basis of followers, yet followers are not particularly relevant to effective reach, interactions per video view make more sense.
We use shares per video view as a percentage (let's call it share rate). A share is the strongest signal for good content. This is how we really see how well a video landed.
Followers are only partly relevant on a viral platform like TikTok, but they do indicate a strong community. A kind of commitment from users not to miss anything from the brand.

Some accounts have individual outliers, such as Switcher, where one video generated more than 80% of all views. We did not exclude these videos or accounts. But we used views per post as the KPI to smooth things out a bit.
The novelty in our ranking: we took all three metrics into account. Video views per post, share rate and followers were log-transformed (log10) and then weighted. The lion's share goes to video views. The interaction rate has less influence, and follower count is the tie-breaker. We developed the formula together with ChatGPT.

The 15 most successful Swiss business accounts on TikTok overall

These were the TikToks by Swiss brands with the highest reach in 2022

What pattern did we identify among the most successful TikTok accounts?

Activity: The most successful accounts published 4.1 TikToks per week, while the rest averaged only 1.3 per week. Activity is rewarded, but quality still comes before quantity, so you do not spoil the algorithm or the community.
Posting times: Swiss brands like to post on weekdays between 4 pm and 6 pm. The engagement rate is very high in the morning, 10–12, and in the evening, 8–10 pm, but 12–4 pm and 6–8 pm also seem to generate better engagement. However, the number of plays is best between 2 pm and 8 pm. On Fridays, it starts as early as 10 am.
Engagement Rate: The most successful accounts have a lower engagement rate than the rest. As in previous reports, this metric has no impact on success / number of plays.
Of course, there are far more insights, but that was probably enough information. And we still need to make some money from consulting and analysis :-).