27 TikTok Brands That are Winning at Marketing in 2023

It's getting difficult for marketers to disregard nan fame and power of TikTok. Brands connected TikTok are reaching younger audiences, expanding marque awareness, and going viral — each by leveraging the power of short-form video.

Of course, it besides helps that TikTok has complete 1 cardinal progressive users and a awesome engagement rate — acold exceeding immoderate different societal level today.

In this post, we'll talk why you should leverage TikTok trading successful 2023 and really smaller companies tin build a scalable, fun, and imaginative strategy connected nan platform. We'll besides screen eleven brands that person gone viral connected TikTok.

Table of Contents

What is TikTok Marketing?

Why Brands Should Leverage TikTok Marketing successful 2023

27 TikTok Brands That are Winning astatine Marketing

TikTok Brands With The Most Followers

TikTok Brands With The Highest Engagement

Most Creative Brands connected TikTok

TikTok Marketing Tips

What is TikTok Marketing?

Although TikTok mightiness consciousness for illustration a hub of unusual posts, its fame and video-driven contented supply a assortment of unsocial trading opportunities.

Marketers tin leverage TikTok successful 3 main areas:

1. Influencer Marketing

A awesome measurement to leverage TikTok is by engaging pinch nan influencer community. Because influencers person a coagulated knowing of nan platform, they tin toggle shape stiff marque messages into nosy and imaginative videos.

This type of trading is peculiarly effective astatine opening your contented to a caller assemblage and boosting marque awareness.

2. Original Content

Although fans of TikTok emotion original content, you don't request to walk hours coming up pinch nan adjacent viral trend. Often, nan champion performing TikToks are ones that replicate aliases recreate a existent trend.

Start by exploring nan app, its trends, and wherever your marque tin subordinate nan fun.

3. Paid Ads

TikTok ads are a comparatively caller summation to nan platform. Powered by their ain advertizing platform, TikTok For Business, brands tin tally in-feed ads aliases create branded hashtags and video effects.

Although galore of nan first brands to subordinate TikTok were large, well-known companies, it tin still beryllium adjuvant for mini businesses to look astatine why brands of each sizes are joining nan platform.

Why Brands Should Leverage TikTok Marketing successful 2023

Short-form video is dominating nan societal media scenery — and TikTok is nan starring level for it.

It's nary astonishment that much than half of marketers (53%) who usage TikTok scheme to summation their finance successful 2023, which is 1 of nan highest jumps of immoderate platform.

While TikTok is comparatively caller compared to different societal giants for illustration YouTube and Instagram, it's seeing stellar maturation year-over-year. 

TikTok reached 1.6 cardinal users worldwide by nan extremity of 2022, and it is expected to turn to 1.8 cardinal by nan extremity of 2023.  

Its viral quality besides deserves a outcry out. Unlike different societal platforms, moreover accounts pinch a fistful of followers tin spark millions of views connected a awesome video.

However, immoderate accounts whitethorn acquisition a diminution successful views and engagement for their TikTok videos, which could beryllium owed to a shadow prohibition on their account.

If you deliberation TikTok is only for nan Gen-Z crowd, deliberation again. While over half of Gen-Z consumers are connected TikTok, it's picking up steam pinch different property groups.

In 2021, 36% of TikTok users were betwixt 35 and 54 years old, a 10% summation from nan twelvemonth before.

That said, since TikTok is quirky by nature, brands request to get imaginative to summation their audience's attention. In different words, a elemental advertisement aliases sponsored influencer endorsement mightiness not trim it connected this fast-paced app.

Let's look astatine eleven brands who nail TikTok trading pinch imaginative contented that draws attention.

To thief you understand why these brands are truthful successful connected TikTok, we categorized them by astir followers, astir engaging, and astir creative. 

TikTok Brands pinch The Most Followers

The pursuing brands are among those pinch nan astir followers and erstwhile you study much astir their content, you'll spot why.

1. WWE

With much than 23 cardinal followers, World Wrestling Entertainment, Inc. (WWE) is 1 of nan astir followed brands connected TikTok. As expected, WWE's TikTok features mostly highlights from fights.

However, it besides shakes things up by posting funny moments betwixt wrestlers and fans. For example, nan video beneath shows Rhea Ripley playfully "scaring" a young instrumentality who couldn't incorporate his excitement. 

Followers are besides treated to fun, wholesom contented of their favourite wrestlers taking portion successful TikTok trends aliases sharing their experiences down nan scenes. The video beneath shows wrestlers reacting to unexpectedly receiving candy. 

What We Like:

WWE's TiKTok showcases variety. Fans are treated to highlights from matches, behind-the-scenes exclusives, and wrestlers letting nan defender down to partake successful trends.

Furthermore, nan institution besides has its ain unsocial marque radiated successful galore of its videos. Almost each TikTok featuring highlights includes a voiceover that says "She ___" aliases "He ___" See nan illustration below. 

2. Overtime

Overtime is simply a package institution providing sports streaming services. The marque has astir 24.5 cardinal followers connected TikTok and creates original sports contented for nan platform. 

Its contented includes sports commentary, highlights, viral reposts. The viral reposts are portion of what makes nan relationship interesting.

While Overtime chiefly focuses connected sports, nan marque doesn't miss retired connected opportunities to make much engagement by featuring contented that is entertaining, sloppy of nan topic. 

For example, nan video beneath features a man showing disconnected a "jumpy" tattoo he named Jerry. 

What We Like: While it whitethorn look overseas to see third-party contented that isn't focused connected your marque aliases industry, it tin really make engagement and boost follower counts if done correctly.

If you determine to boost contented from different creators aliases parties, make judge to get support and springiness credit.  

3. ESPN

ESPN has 36 cardinal followers connected TikTok and shares a assortment of sports related content. 

What We Like: ESPN posts TikTok videos aggregate times a day, making it easy for celebrated videos to get buried successful its grid. To combat this, ESPN uses TikTok's playlist characteristic and created a playlist of their highest-performing videos. 

Brands should see utilizing nan playlist characteristic to make its page easier to navigate and to support celebrated videos astatine nan apical of nan grid.

4. The NBA

Unlike its Instagram channel, which focuses purely connected hoops games and highlights, nan NBA's TikTok posts show a lighter broadside of nan organization.

For example, they'll often station videos of players moving retired to music, dancing connected nan court, aliases answering instrumentality questions.

In this video, Steph Curry of nan Golden State Warriors busts a move from nan sidelines aft his teammate scores:

And cheque retired this funny montage of Chris Bosh photo-bombing his teammates (including LeBron James) passim his career:

Making your marque consciousness much individual tin person a awesome effect connected TikTok. For example, if your restaurant's TikTok relationship posts funny videos of waiters dancing, viewers mightiness deliberation nan edifice has pleasant and happy staff.

This mightiness make them want to eat location because they tin image themselves having a nosy eating experience.

What we like:

While you mightiness expect nan NBA to attraction much earnestly connected stats and games, it uses nan app to lighten up nan branding and make its athletes look much relatable.

While nan videos still beforehand basketball, they besides fresh pinch different funny posts connected TikTok feeds.

5. Netflix

Netflix's TikTok has 34 cardinal followers, and it's easy to spot why. The relationship posts trailers for upcoming projects and nan astir compelling and hilarious clips from its existent series.

What We Like:

Sharing clips of upcoming projects aliases montages of fans' favourite moments from a bid is simply a awesome measurement for Netflix to make buzz for its shows and films. However, what really makes nan marque guidelines retired connected TikTok are its much imaginative videos.

Take nan video beneath arsenic an example. To beforehand 1 its latest rom-coms, A Tourist Guide to Love, Netflix posted a video called "5 Things I Got My Co-Star to do successful Vietnam."

The movie was changeable successful Vietnam, and nan video uploaded to TikTok shows its starring man, Scotty Ly, hanging retired pinch co-star Rachel Leigh Cook arsenic nan duo tries different activities astir nan country. 

A takeaway for brands should beryllium to find imaginative and innovative ways to beforehand a merchandise aliases service. Ask yourself, what makes your merchandise typical and really tin you capitalize connected that? 

TikTok Brands pinch nan Highest Engagement

The pursuing brands are fantabulous astatine creating TikTok posts that make engagement. Many of nan videos posted by these brands get thousands, moreover millions, of likes and views. 

6. Fenty Beauty

One of nan astir celebrated types of contented connected TikTok is tutorials. Some brands lend themselves to this much than others, but a awesome illustration is Fenty Beauty, which uses TikTok to show constitution tutorials, wear-tests, and merchandise launches.

What we like:

Tutorial-based videos tin fresh a assortment of brands. For example, a clothing shop tin show really to style definite pieces of clothing. A hardware shop tin show really to build, restore, aliases overgarment thing utilizing its tools.

Even a gym tin connection a objection connected really to usage different equipment.

Start by brainstorming each nan ways personification could usage your products aliases services. If you tin break a task into steps that past nary much than 60 seconds, it whitethorn make for a awesome TikTok video tutorial.

7. Dunkin'

Dunkin' was 1 of nan first brands to employment influencer trading connected nan level by partnering pinch TikTok megastar Charli D'Amelio.

Together, they launched caller paper items astatine Dunkin and collaborated connected respective videos.

After posting contented astir nan partnership, Dunkin saw a 57% spike successful app downloads and a 20% income boost for each acold brew coffees.

However, if you judge you request to partner pinch a celebrated TikToker for it to work, deliberation again.

When it comes to influencer marketing, relevance is much important than reach.

Rather than partnering pinch an influencer based solely connected vanity metrics (such arsenic follower count), look for micro-influencers who person a niche assemblage that aligns pinch your own.

Research shows that influencers pinch little than 1,000 followers person more engagement than their much celebrated counterparts.

What we like:

This illustration highlights nan powerfulness of influencer trading connected TikTok. By partnering pinch influencers, Dunkin' benefits from word-of-mouth trading while building societal proof.

8. Chipotle

Since joining TikTok successful 2018, Chipotle has group nan modular for really brands tin turn their marque beingness while engaging nan TikTok organization successful a nosy and authentic way.

Chipotle opts for a much casual vibe, often posting creation challenges and fan-made content, specified arsenic videos of group sharing their favourite Chipotle recipes and hacks.

Chipotle besides showcases behind-the-scenes footage from existent unit members successful existent Chipotle kitchens. Check retired this "vlog style" video of a erstwhile Chipotle worker revisiting her occupation and interviewing her coworkers:

What we like:

If you request a imaginative measurement to dispersed marque consciousness quickly, taking a statement from Chipotle and sharing personable behind-the-scenes footage mightiness beryllium a awesome experiment.

Also, thin into your brand advocates who whitethorn beryllium consenting to stock their experiences connected societal media.

9. Gymshark

Gymshark is 1 of nan starring fittingness brands connected TikTok, reaching 2 cardinal followers successful only six months.

Gymshark caters to fittingness fanatics by posting workout challenges, inspirational wellness journeys, and relatable fittingness joke that makes nan gym consciousness little intimidating.

Here's 1 of those relatable fittingness videos:

One of nan brand’s astir notable TikTok campaigns was nan 66 Days: Change Your Life challenge, which highlights nan truth that it takes 66 days to shape a habit.

TikTokers submitted videos of their ain workout travel successful hopes of winning a Gymshark membership.

The run was an overwhelming success, pinch nan hashtag #gymshark66 generating 193 cardinal views.

What we like:

Gymshark leverages nan powerfulness of challenges. Challenges are 1 of nan biggest trends connected TikTok, and innovative brands are utilizing them to fast-track their maturation and link pinch millions of users connected nan app.

Consider creating your ain situation aliases putting a unsocial rotation connected an already existing one.

10. The Washington Post

The Washington Post was 1 of TikTok's earliest marque adopters. Those who haven't seen their videos mightiness beryllium anticipating investigative aliases superior content.

Surprisingly, nan newspaper really uses its relationship to station comedic skits astir nan latest breaking news.

These videos fresh successful perfectly pinch nan level because they're funny, timely, and clasp immoderate of TikTok's weirdest typical effects.

Check retired this skit astir Delta Airlines' PR section struggling to constitute a property merchandise astir nan COVID-19 delta variant:

The Washington Post displays really brands tin win connected TikTok by talking straight to its circumstantial assemblage — young viewers who want to laugh.

The Post's comedic attack tin besides pull young readers who want to travel nan news but utilized to interest that contented from a newspaper would beryllium excessively precocious aliases retired of touch for them.

What we like:

Despite its estimation for "serious journalism," nan Washington Post did not awkward distant from TikTok.

If your marque is successful publishing, academia, aliases akin industries, testing retired a video strategy that shows disconnected your lighter broadside could beryllium an absorbing experiment.

It mightiness make your contented and marque consciousness little intimidating and thief you summation attraction from newer audiences.

11. San Diego Zoo

Everyone loves a tiny animal video. The San Diego Zoo's TikTok relationship pleasantly takes advantage of this well-known fact.

The zoo's strategy is simple: Post videos of tiny animals pinch nosy music. And pinch complete 2 cardinal fans, it seems to beryllium working. How could anyone not want to travel them aft seeing this video of an adorable reddish panda?

If that cuteness wasn't enough, nan zoo has besides dueted pinch different animal-friendly accounts, for illustration nan Monterey Aquarium:

What we like:

This is simply a awesome illustration of really 2 akin brands tin cross-promote utilizing TikTok features. Because of nan zoo's tagging strategy, this video mightiness beryllium seen by fans of nan aquarium and nan zoo.

This way, zoo followers mightiness summation much liking successful nan aquarium and vice versa.

12. Duolingo

TikTok is known for its quirky "unhinged" content, and Duolingo has efficaciously carved retired a abstraction successful this landscape.

The marque continues to spell viral for its funny, trendy, and often chaotic videos featuring its mascot, Duo nan owl. Duo tin beryllium seen dancing to celebrated audio, adding sassy commentary to popular civilization news, and jumping connected nan latest trends.

Duo’s antics person successfully humanized nan marque and epitomizes their witty marque sound — which besides comes successful useful erstwhile responding to TikTok comments.

What we like:

Your marque sound shapes each relationship you person online — from nan videos you create to really you respond to comments. Duolingo has molded a beardown brand voice which it uses to show memorable and entertaining stories.

13. Crocs

While nan love-hate narration pinch crocs is very real, it’s each emotion for nan marque connected TikTok. Its winning strategy includes original music, brand-specific hashtags (like #CrocTok), and colorful, entertaining content.

That said, Crocs really shines astatine poking nosy of itself and nan perceived "ugliness" of their shoes. They thin into this by posting outfit of nan time (OOTD) videos and tutorials connected really to style their shoes pinch accessories and a awesome consciousness of humor.

What we like:

No 1 likes a marque that takes itself excessively seriously. At nan extremity of nan day, your buyers are group — not robots pinch in installments cards.

Humility and joke are 2 ingredients that tin humanize your brand, trim done nan noise, and build a relationship pinch your audience.

14. Scrub Daddy

Scrub Daddy is simply a cleaning merchandise institution who someway makes videos astir a sponge entertaining. The institution has complete 3 cardinal followers connected TikTok and its videos often garner astir 10,000 to 150,000 likes connected nan platform. 

The cardinal to nan brand's occurrence connected TikTok is joke and its knack for incorporating its products into different viral TikTok trends.

For example, location is simply a celebrated trends connected TikTok wherever users incorporated a dancing John Cena into a inheritance pinch a caption explaining why he's dancing.

Scrub Daddy utilized nan inclination to stock really happy nan marque is erstwhile personification switches to their product.  

What We Like:

Scrub Daddy keeps a accordant beat connected nan latest TikTok trends and challenges, keeping their contented applicable and fresh. 

15. Heider Real Estate

Heider Real Estate showcases homes for waste successful nan DC, Maryland, and Virginia region. The company's videos get thousands of views and see gorgeous edits nan homes interiors and exteriors. 

What We Like:

Heider Real Estate has a chopped style erstwhile it comes to its videos. While each location is unique, each video includes catchy, atmospheric euphony and a assortment of wide shots, adjacent ups, and speedy walkthroughs.

The biggest takeaway from this relationship is that brands should trade a unsocial style of video editing that is accordant successful each post. 

16. Squishmallows

Squishmallows ar marque of plush toys that person go very celebrated successful nan past fewer years. While its TikTok level only has a small complete 300,000 followers, galore of its videos person gotten arsenic galore arsenic 500,000 likes.

What We Like:

Like Scrub Daddy, Squishmallow finds occurrence by utilizing celebrated sounds, music, and trends that person traction connected nan app.  

17. Teen Vogue

Teen Vogue's TikTok contented mostly consists of exclusive interviews and funny moments pinch stars from celebrated shows and films. Below is simply a quirky Teen Vogue interivew featuring nan formed of Netflix's Bridgerton.

What We Like:

While you whitethorn not beryllium capable to characteristic celebrities successful your content, location is thing other Teen Vogue does that you whitethorn beryllium capable to return inspiration from. 

Teen Vogue often posts contented that dives into societal issues that are important to its viewers. This is important because TikTok is celebrated among nan younger procreation for illustration Gen Z, which is known arsenic nan socially conscious generation. 

If possible, you whitethorn want to find ways to create contented that shows your marque profoundly cares astir nan aforesaid issues arsenic its target audience. This will thief found spot and clasp interest. 

18. GoPro

GoPro keeps it's 2.6 cardinal TikTok followers engaged by showing astonishing action videos changeable pinch nan company's signature cameras. The videos are short, show shots from imaginative angles, and are filmed by consumers doing unthinkable stunts.

What We Like:

GoPro shows their products successful usage during eye-catching moments specified arsenic skydiving, heavy oversea adventures, and more. If your merchandise aliases work has a cool aliases unsocial feature, create TikToks that showcase that feature.

19. e.l.f.

e.l.f. Cosmetics' TikTok, called elfyeah, features a operation of tutorials, comedic videos, and personage interviews each tied to its products. 

What We Like:

Similar to ESPN, e.l.f. posts a batch of contented daily. So, to make its TikTok easier to navigate, nan marque sorts their videos into playlists. So if your marque posts a assortment of contented daily, make things easier for your followers by utilizing TikTok's playlist feature. 

20. Levi's

Some of nan astir celebrated contented connected Levi's TikTok is its acquisition content. For example, nan video beneath concisely shows really Levi's jeans are "ripped" for artistic purposes. 

What We Like:

Levi's provides its 1.1. cardinal TiKTok followers penetration into its marque via acquisition videos for illustration nan 1 below. Viewers emotion to learn, and your marque could besides use from posting acquisition contented that applicable to your consumers.

21. Marvel

Marvel's astir celebrated contented connected its TikTok is typically behind-the-scenes video of nan Marvel agency aliases productions.

What We Like:

Marvel's TikTok humanizes nan marque by showing behind-scenes-footage of Marvel stars, directors, studio, and productions. 

Most Creative Brands connected TikTok

22. Planet Money

Planet Money is simply a podcast by nan National Public Radio (NPR) pinch nan tagline — "The system explained."

It's difficult to ideate a marque covering specified a superior (and complex) taxable connected a level that's synonymous pinch silly, snackable content. But Planet Money manages to infuse acquisition videos pinch an entertaining spin.

From ostentation to rent control, nary taxable is excessively challenging for Planet Money to spot distant astatine successful an innovative and humorous way. Don't judge me?

Just return a look astatine this skit explaining really banks make billions from overdraft fees, which starts pinch a man trying to bargain a burrito:

What we like:

If you consciousness your marque is excessively "serious" for TikTok, return a statement from Planet Money and attack your marque — aliases your contented — from a different angle.

You whitethorn find that adding a dash of joke is conscionable what you request to skyrocket connected nan platform.

23. Taco Bell

Taco Bell finds imaginative ways to use trending TikTok sounds and challenges to its brand. It besides has a spokesperson who humanizes nan marque by making funny skits.

What We Like: Absurd joke does good connected TikTok because it appeals ot a younger procreation of consumers. If you're looking to pull younger consumers, return a page from Taco Bell and create contented that is absurdly funny.

24. We're Not Really Strangers 

We're Not Really Strangers is simply a TikTok promoting a paper crippled that taps into players' emotions. It's TikTok gets imaginative by posting heartfelt messages and telling TikTok users to tag aliases sent nan contented to nan intent it reminds them of. 

What We Like: We're Not Really Strangers recovered a imaginative measurement to get viewers to stock it's contented by posting relatable videos and urging viewers to stock aliases tag someone. 

25. Ryanair

Ryanair is an hose that really leans into drama connected TikTok, starting pinch its bio — "Catch flights, not feelings."

Like galore TikTok brands connected this list, Ryanair's joke stems from uncovering hilarious ways to incorporated trending sounds and memes into its content. 

What We Like: 

Ryanair keeps way of TikTok trends and creatively uses them to link pinch its audience. If you're moving retired of caller ideas, surf done TikTok and spot what sounds aliases hashtags are trending.  

26. Crunchyroll

Crunchyroll is an anime streaming and distribution company, and its TikTok includes clips of celebrated anime and interviews pinch celebrated head and writers.

However, Crunchyroll's astir absorbing contented takes viewers behind-the-scenes of really celebrated bid are animated. Take a look astatine nan video beneath showing nan animating process of Dr. Stone. 

What We Like:

Crunchyroll gives an wrong look into really its followers favourite shows are made. If you person a merchandise aliases work that is celebrated among your consumers, create a video showing really it's done.

27. NASCAR

NASCAR posts highlights from races but viewers look to really bask erstwhile nan racing franchise makes nods to its followers. For example, nan beneath shows nan institution knows really nan mostly of its followers consciousness astir a circumstantial racer. 

What We Like:

NASCAR acknowledges its followers, creating nosy wrong jokes and contented that fosters community. 

TikTok Marketing Tips

While it mightiness beryllium challenging to get your contented to spell viral for illustration nan bigger brands, TikTok could beryllium a awesome instrumentality for getting successful sync pinch younger audiences.

If you deliberation TikTok mightiness beryllium portion of your trading strategy soon aliases successful nan future, now would beryllium a awesome clip to get up of your competitors by downloading nan app and investigating what akin brands aliases imaginable audiences are doing there.

If you're raring to spell connected a TikTok strategy, present are a fewer tips and takeaways that we've gained from looking astatine nan brands that person already done good connected nan app.

• Show a different broadside of your company. The app is simply a hub for productivity and humor. Embracing a much individual reside aliases a behind-the-scenes attack could make your institution look much relatable aliases trustworthy to imaginable customers.
• Don't beryllium acrophobic to experiment. Unlike platforms for illustration Facebook and LinkedIn, location aren't arsenic galore norms, champion practices, aliases rules astir what useful and what doesn't. If you deliberation thing mightiness beryllium absorbing aliases funny, effort it and spot if it gets immoderate likes, comments, aliases shares.
• Engage pinch your audience. Between challenges, duets, likes, comments, and shares, location are plentifulness of ways to prosecute pinch different TikTok users — moreover if you don't cognize them. Try to travel up pinch videos, challenges, aliases duets that purpose to interact pinch others. As pinch different platforms, nan much you prosecute pinch people, nan much your instrumentality guidelines could grow.
• Don't awkward distant from trading your products, but make judge you do it successful a imaginative way. Try your manus astatine tutorials, demonstrations, and how-to contented that showcase nan champion parts of your products aliases services.
• Tap into nan powerfulness of word-of-mouth trading pinch influencers. But retrieve that relevance is much important than reach, truthful partner pinch niche micro-influencers who stock a akin audience.

For brands, joining TikTok offers an opportunity to scope younger audiences and summation marque consciousness successful a highly playful environment.

But succeeding connected nan level relies connected creating breathtaking contented — truthful hole to put your imaginative chapeau connected and research pinch caller formats.

Editor's note: This station was primitively published successful September 2019 and has been updated for comprehensiveness.