TikTok has emerged as a powerful platform for brands to connect with audiences through creative and engaging content. Here’s a look at the top 11 brands that are excelling on TikTok, along with insights into what makes their strategies so effective.
1. Chipotle
Chipotle is frequently highlighted for its innovative and engaging content. The brand effectively uses TikTok trends and challenges, such as the #GuacDance challenge, to promote its products and connect with younger audiences. Chipotle's content often includes behind-the-scenes looks at their food preparation and user-generated content featuring fans enjoying their meals.
2. Gymshark
Gymshark has built a strong presence on TikTok by leveraging fitness trends and influencer partnerships. Their content includes workout routines, fitness challenges, and motivational posts that resonate with fitness enthusiasts. By collaborating with popular fitness influencers, Gymshark maintains a high level of engagement and continuously expands its reach.
3. The Washington Post
The Washington Post stands out with its unique and humorous approach to news content. By humanizing the newsroom and using humour, they make current events more accessible and entertaining to a younger audience. Their TikTok account frequently features reporter Dave Jorgenson, who delivers news with a comedic twist.
@washingtonpost Swift dropped a 16-song record on midnight Eastern time on Friday, and then two hours later at 2 a.m., announced a surprise: It was actually a double album titled "The Tortured Poets Department: The Anthology," with 15 additional songs. The obvious assumption before the album's release was that many songs would be about British actor Joe Alwyn, whom Swift dated for six years before they announced their breakup in April 2023. But upon hearing the lyrics, fans instead caught more apparent references to Matty Healy, lead singer of British band The 1975, to whom Swift was romantically linked for a couple of months last year. Swift, who has given very few details about the timeline of "Tortured Poets," said that she started recording it after she finished "Midnights" (presumably in late 2021 or early 2022) and continued through the Eras Tour that launched last spring. So it's unclear whether the timing would have worked for her to include her relationship with Super Bowl-winning Kansas City Chiefs star Travis Kelce — but there are some sports-themed lines in "The Alchemy." In a brief statement on Instagram, Swift wanted to let listeners know that she doesn't plan on looking backward for much longer, describing "Tortured Poets" as "an anthology of new works that reflect events, opinions and sentiments from a fleeting and fatalistic moment in time — one that was both sensational and sorrowful in equal measure."
♬ original sound - We are a newspaper.
4. Nike
Nike is celebrated for its impactful and visually appealing campaigns. The brand uses inspirational and motivational content, often featuring athletes and high-energy visuals, to engage its audience and promote its brand ethos. Nike's TikTok strategy includes showcasing sports highlights, athlete stories, and user-generated content from everyday athletes.
@nike It takes trial and error to craft the perfect shoe for @Sabrina Ionescu And in Druski's case, lots of error. Watch the Sabrina 2 Behind the Design film now. #Sabrina2 ♬ original sound - Nike
5. e.l.f. Cosmetics
e.l.f. Cosmetics has created viral TikTok challenges that resonate well with beauty enthusiasts. Their creative and participatory content, such as the #EyesLipsFace challenge, encourages users to engage with the brand in fun and interactive ways. e.l.f. also collaborates with beauty influencers to showcase makeup tutorials and new product launches.
6. Fenty Beauty
Fenty Beauty, known for its inclusive and trendsetting content, effectively uses TikTok to showcase its products and connect with a diverse audience. The brand's content often highlights new releases, beauty tips, and user-generated content. Fenty Beauty's TikTok presence emphasizes diversity and inclusivity, reflecting the brand's core values.
@fentybeauty oh y'all wanted a lip liner?? officially introducing Trace'd Out Pencil Lip Liner!!! 👄✏️ ✓ easy to blend, no-drag, creamy formula ✓ longwear - lasts up to 8 hours ✓ resists transfer, feathering + fading ✓ true-cast, creamy color for lips of all tones drops #fentybeauty, @Ulta Beauty, @sephora ♬ original sound - Fenty Beauty
7. Red Bull
Red Bull is famous for its high-energy and extreme sports content. The brand’s TikTok videos often feature thrilling stunts, adventures, and athlete profiles, aligning perfectly with its brand image of pushing limits. Red Bull uses TikTok to share jaw-dropping footage from extreme sports events and behind-the-scenes looks at their sponsored athletes.
8. Netflix
Netflix is commended for its clever use of TikTok to promote shows and movies. The brand uses clips, memes, and behind-the-scenes content to engage viewers and build anticipation for new releases. Netflix's TikTok strategy includes creating relatable and humorous content that resonates with a wide audience, often leveraging popular trends and challenges.
9. Crocs
Crocs is recognized for embracing TikTok trends and engaging with users in a fun and lighthearted manner. Their content often features collaborations with influencers, playful challenges, and creative ways to style their products. Crocs' TikTok presence is marked by its ability to blend humour and fashion, making its content highly shareable.
10. Ryanair
Ryanair is famous for its humorous and often irreverent TikTok content. The brand’s playful videos, which frequently poke fun at itself and common travel experiences, resonate well with a younger audience and have garnered significant attention. Ryanair's TikTok account often features witty takes on airline travel and relatable passenger experiences.
11. Duolingo
Duolingo is known for its playful and engaging content, often featuring its mascot, Duo, in humorous situations. The brand uses TikTok to make language learning fun and accessible, with content that appeals to a broad audience and encourages daily practice. Duolingo's TikTok videos include language challenges, funny skits, and tips for learners.
These brands have successfully harnessed the power of TikTok to create content that is not only engaging but also perfectly aligned with their brand.
Bonus: Neon Supply
We're pretty proud of the work we do on TikTok, hitting about 30 million views in 6 months, covering all the trends that can hopefully get you onto this list too! While you're here, why not give us a follow?
If you need some extra help getting your account going, reach out to us for some tips!
