Swiss companies increase presence and engagement on TikTok
With the analysis tool "TikTok Ticker", the agency mBusiness continuously tracks business accounts of companies based in Switzerland on TikTok and evaluates their data. A recent report shows that the platform continues to grow in importance in Switzerland. In 2024, a total of 2,266 Swiss business accounts were recorded - an increase of 802 accounts compared to the previous year.
According to the report, companies published a total of 60,956 videos on TikTok, an increase of 34% compared to the previous year, and collected a total of 232 million likes. Watch brands, banks and traditional companies such as Glasi Hergiswil in particular recorded strong growth on the platform.
Growth in various sectors
There is a strong trend among Swiss watch brands. Tag Heuer leads the ranking of the most successful watch brands on TikTok with over 1.5 million followers, followed by Hublot and Rado. Rolex generated over 72,000 followers without active content.
Banks are also discovering the platform: UBS and Migrosbank launched their own accounts in 2024, while Twint is at the top of the banking rankings with over 25,000 followers.
Viral successes and forecasts for 2025
The Olympics account collected over 100 million likes this year alone - that corresponds to 50 % of all likes of the 2,266 accounts recorded. With these figures, the Olympics' TikTok account not only sets new standards, but also shows how successfully global events can be used on the platform to drive reach and engagement to unprecedented heights.
In addition, TikTok remains a channel on which smaller brands can also go viral. Glasi Hergiswil, for example, achieved 215 million views with a single video.
The company repeatedly gives its TikTok community a glimpse behind the scenes, as if they were standing right in the glass workshop. The craftsmanship also offers something unusual that is becoming increasingly rare. The account, which has been running since 2023, has generated 10 million likes with 141 videos by the end of 2024 and has gained over 737,577 followers.
Mischa Birnstiel from mBusiness expects the number of Swiss business accounts to double in 2025, while follower growth per account is likely to be slower. This is because the number of Swiss TikTok users is likely to increase at a relatively slower rate.
Reaching the right audience with creative and relevant content will be crucial for community growth. Accounts with Swiss-German content appeal to a regional target audience, and often very specifically. They therefore have a limited growth radius. Accounts with content in High German, French, English or no language at all, just images and music, are understood beyond the national border and therefore have significantly greater growth potential.
Depending on the objective of the TikTok account, it often makes more sense to address a regional audience, especially when it comes to recruiting or regional service offers. The success of the TikTok account should therefore never be measured solely by the number of followers, but rather by whether the target audience has been reached and won over.
