Clarks Originals notches up social media milestone with Instagram and TikTok channels

Shoe retailer Clarks has hit one million followers on its Clarks Originals Instagram account and 2.1 million on TikTok.

Not enough people are talking about Clarks and its efforts within the TikTok space, according to Elle-Louise Wilmot, Rotational Graduate at TikTok and Founder at Truly Twenties.

In a LinkedIn post, she said: “The company can teach a lot of brands how to maximise their potential on the platform. They’ve been jumping onto trends with reactive content. Sometimes being the first out of brands to take the opportunity.”

“AKA; getting their graphic designer editing corn into the shoes for the viral corn song AND then photoshopping Rodger Cleye into their content.”

She added: “They are on it and they are quick.”

So, what are the key things that other brands can learn from Clarks?

Wilmot concluded: “Save money from budgets to be able to create reactive content.”

“There is always a way to adapt big trends for your brand on TikTok - even if you have to be a bit silly with it.”

“Not every video on TikTok needs to be showcasing your product for your brand. The USP of TikTok (in my opinion) is to have fun and entertain.”

Holland & Barrett

In August of last year, Holland & Barrett launched a TikTok shop.

In a LinkedIn post, Primal Mistry, Head of Digital Trading at Holland & Barrett, said: “It’s been really fascinating seeing how powerful the impact of TikTok trends has been on driving performance in key parts of our proposition - in particular health and beauty supplements.”

He added: “So it’s been great to get this project over the line to be able to directly sell initially a small range of trending products through TikTok.”

“Fantastic cross collaboration in a short space of time with Laura Ross (Head of Customer Transformation at Holland & Barrett), Jonny Excell (Head of Social and Content) and Jade Riley (Customer Programme Manager - Personalisation).”