Define Your Tone of Voice on TikTok: Learn From the Best Business’ Accounts

Social media is a powerful tool that can give a boost to every brand out there. Of course, they have to know how to use it in a way that attracts the audience. Considering the immense flow of information we see on various platforms every day, having a distinctive tone of voice could make a business account stand out from the competition.

TikTok exploded during the lockdown. Even though this app was around before, it was mostly used by a younger audience who created short clips of them lipsyncing or dancing to their favorite tunes. However, all of us started spending more time online and eventually stumbled into a fascinating world of TikTok videos.

Brands quickly followed and adapted to a somewhat new format of social media videos (Vine anyone?). TikTok allowed them to be creative and imaginative, reaching a younger audience as a result. Some might say that this app arrived at the right time because Instagram content was getting a bit stale.

TikTok has more than 1 billion active users right now. Each of them browses TikTok at least several times throughout the day. It is undoubtedly the fastest-growing social media platform at the moment. If you want to use TikTok to its full potential and get your brand’s message out there, you need to start with defining your tone of voice. 

How to define your tone of voice

Generally, tone of voice refers to the way someone speaks, but in this context, it is a way a brand communicates with its audience. The tone of voice is closely related to the personality of a brand. It can have a major impact on the success of a business. First of all, it creates a connection with the audience. People like to be seen and heard, and interacting with them in a friendly way can show that you care. Once you establish a relationship with your audience, chances are the revenue will go up too.

Secondly, having values is another important aspect that goes hand in hand with the tone of voice. The audience often turns to trustworthy and reliable brands that are also charitable and give back to the community. When you combine this with the right tone of voice, your brand will become distinctive and memorable.   

Best business accounts on TikTok

The rapid growth of TikTok attracted various businesses to try out this social media platform. If you are looking for inspiration or want to see the type of content other brands are creating, here are some of the best business accounts on TikTok at the moment:


Ryanair joined TikTok in May 2020 and has been creating high-quality content ever since. It is no wonder that this airline company has one of the most popular profiles on the platform right now. They are following the trends, doing various challenges, and posting daily adventures by their cabin crews.

However, one of the main reasons why the audience responds positively to Ryanair’s content is the engagement they have with the followers. The profile manager responds to comments in a funny and sassy way, so it is clear they understand the rules of TikTok and how to appeal to younger users.


Most of us assume that only die-hard sports fans would follow NFL’s TikTok profile. However, the National Football League is an absolute hit on TikTok, with over 6.5 million followers. NFL did partner up with TikTok back in 2019, as they recognized the potential of this social media platform early.

But what makes NFL’s profile fascinating is the content itself. Some of their videos are hilarious and show the funny side of this popular sport. On the other hand, fans can enjoy all types of posts about their favorite teams. Even if you don’t watch NFL every week, you can still see side-splitting clips from matches.   

Washington Post

Washington Post is undoubtedly the most surprising breakout star of TikTok. Print publishing is slowly dying off, but this 143-year-old newspaper managed to find an entirely new audience. They have 1 million followers at the moment, but that number will surely increase. What is the secret behind Washington Post’s success? We can blame one man – Dave Jorgenson.He is in charge of the profile and uses his endless creativity to deliver hysterically funny videos. Jorgenson shares a behind-the-scenes look into the Washington Post newsroom. He also explains the latest headlines in the form of comedy skits. The lighthearted content is resonating with the younger audience, and now we have a future generation of Washington Post readers.