Dyson's Genius TikTok Strategy

Dyson's Genius TikTok Strategy

If you were like me (one of millions) you may have seen this video from Dyson on TikTok. It really caught my attention. It’s not often you see high production videos come across your feed, and what I loved about this one was it showcased new products in a really exciting way - R&D. Now we know consumers loved getting that BTS look but this video really takes the cake.

Not only did the brand post this video 3x already, it’s gotten over 11 million views!

This video led me down the rabbit hole and I took a look at their overall TikTok account. Here are a few key things that stood out:

  • Their bio - only solid brands do this and I love it, making a statement about the brand “We solve problems others ignore.”

  • A lot of “luxury” brands struggle with the “hype” of UGC style content being their brand’s content on platforms like TikTok. Dyson knew that didn’t fit their brand and invested in high quality shorts that focus on the brand’s story - which comes out to be R&D, Brand Storytelling, and Product Features

  • They go LIVE - a lot of brands have not figured this out (or tried this since the pandemic). Doing Lives can be a key way to growth on TikTok.

Anna Sullivan