It is getting troublesome for entrepreneurs to disregard the recognition and affect of TikTok. Manufacturers on TikTok are reaching youthful audiences, growing model consciousness, and going viral — all by leveraging the facility of short-form video.
In fact, it additionally helps that TikTok has over 1 billion lively customers and a improbable engagement price — far exceeding every other social platform immediately.
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On this submit, we’ll focus on why you need to leverage TikTok advertising and marketing in 2023 and the way smaller corporations can construct a scalable, enjoyable, and artistic technique on the platform. We’ll additionally cowl eleven manufacturers which have gone viral on TikTok.
Desk of Contents
What’s TikTok Advertising and marketing?
Why Manufacturers Ought to Leverage TikTok Advertising and marketing in 2023
27 TikTok Manufacturers Which are Profitable at Advertising and marketing
TikTok Manufacturers With The Most Followers
TikTok Manufacturers With The Highest Engagement
Most Artistic Manufacturers on TikTok
TikTok Advertising and marketing Suggestions
What’s TikTok Advertising and marketing?
Though TikTok may really feel like a hub of unusual posts, its recognition and video-driven content material present quite a lot of distinctive advertising and marketing alternatives.
Entrepreneurs can leverage TikTok in three primary areas:
1. Influencer Advertising and marketing
An effective way to leverage TikTok is by participating with the influencer neighborhood. As a result of influencers have a stable understanding of the platform, they’ll remodel stiff model messages into enjoyable and artistic movies.
One of these advertising and marketing is especially efficient at opening your content material to a brand new viewers and boosting model consciousness.
2. Authentic Content material
Though followers of TikTok love unique content material, you need not spend hours arising with the subsequent viral pattern. Usually, the perfect performing TikToks are ones that replicate or recreate a present pattern.
Begin by exploring the app, its developments, and the place your model can be part of the enjoyable.
3. Paid Adverts
TikTok advertisements are a comparatively new addition to the platform. Powered by their very own promoting platform, TikTok For Enterprise, manufacturers can run in-feed advertisements or create branded hashtags and video results.
Though lots of the first manufacturers to affix TikTok had been giant, well-known corporations, it may nonetheless be useful for small companies to have a look at why manufacturers of all sizes are becoming a member of the platform.
Why Manufacturers Ought to Leverage TikTok Advertising and marketing in 2023
Quick-form video is dominating the social media panorama — and TikTok is the main platform for it.
It is no shock that greater than half of entrepreneurs (53%) who use TikTok plan to extend their funding in 2023, which is without doubt one of the highest jumps of any platform.
Whereas TikTok is comparatively new in comparison with different social giants like YouTube and Instagram, it is seeing stellar progress year-over-year.
TikTok reached 1.6 billion customers worldwide by the tip of 2022, and it’s anticipated to develop to 1.8 billion by the tip of 2023.
Its viral nature additionally deserves a shout out. Not like different social platforms, even accounts with a handful of followers can spark thousands and thousands of views on an excellent video.
Nevertheless, some accounts might expertise a decline in views and engagement for his or her TikTok movies, which may very well be as a result of a shadow ban on their account.
For those who assume TikTok is just for the Gen-Z crowd, assume once more. Whereas over half of Gen-Z customers are on TikTok, it is choosing up steam with different age teams.
In 2021, 36% of TikTok customers had been between 35 and 54 years outdated, a ten% enhance from the 12 months earlier than.
That stated, since TikTok is quirky by nature, manufacturers must get artistic to realize their viewers’s consideration. In different phrases, a easy advert or sponsored influencer endorsement may not reduce it on this fast-paced app.
Let us take a look at eleven manufacturers who nail TikTok advertising and marketing with artistic content material that attracts consideration.
27 Finest Manufacturers on TikTok
- WWE
- Time beyond regulation
- ESPN
- The NBA
- Netflix
- Fenty Magnificence
- Dunkin’
- Chipotle
- Gymshark
- The Washington Publish
- San Diego Zoo
- Duolingo
- Crocs
- Scrub Daddy
- Heider Actual Property
- Squishmallows
- Teen Vogue
- GoPro
- e.l.f.
- Levi’s
- Marvel
- Planet Cash
- Taco Bell
- We’re Not Actually Strangers
- Ryanair
- Crunchyroll
- NASCAR
That will help you perceive why these manufacturers are so profitable on TikTok, we categorized them by most followers, most participating, and most artistic.
TikTok Manufacturers with The Most Followers
The next manufacturers are amongst these with probably the most followers and while you study extra about their content material, you may see why.
1. WWE
With greater than 23 million followers, World Wrestling Leisure, Inc. (WWE) is without doubt one of the most adopted manufacturers on TikTok. As anticipated, WWE’s TikTok options largely highlights from fights.
Nevertheless, it additionally shakes issues up by posting humorous moments between wrestlers and followers. For instance, the video under reveals Rhea Ripley playfully “scaring” a younger fan who could not comprise his pleasure.
Followers are additionally handled to enjoyable, wholesom content material of their favourite wrestlers participating in TikTok developments or sharing their experiences behind the scenes. The video under reveals wrestlers reacting to unexpectedly receiving sweet.
What We Like:
WWE’s TiKTok showcases selection. Followers are handled to highlights from matches, behind-the-scenes exclusives, and wrestlers letting the guard right down to partake in developments.
Moreover, the corporate additionally has its personal distinctive model sprinkled in a lot of its movies. Nearly each TikTok that includes highlights features a voiceover that claims “She ___” or “He ___” See the instance under.
2. Time beyond regulation
Time beyond regulation is a software program firm offering sports activities streaming companies. The model has about 24.5 million followers on TikTok and creates unique sports activities content material for the platform.
Its content material contains sports activities commentary, highlights, viral reposts. The viral reposts are a part of what makes the account attention-grabbing.
Whereas Time beyond regulation primarily focuses on sports activities, the model does not miss out on alternatives to generate extra engagement by that includes content material that’s entertaining, whatever the matter.
For instance, the video under includes a man displaying off a “jumpy” tattoo he named Jerry.
What We Like: Whereas it could appear odd to incorporate third-party content material that is not targeted in your model or business, it may truly generate engagement and increase follower counts if performed accurately.
For those who resolve to spice up content material from different creators or events, ensure to get permission and provides credit score.
3. ESPN
ESPN has 36 million followers on TikTok and shares quite a lot of sports activities associated content material.
What We Like: ESPN posts TikTok movies a number of instances a day, making it straightforward for well-liked movies to get buried in its grid. To fight this, ESPN makes use of TikTok’s playlist characteristic and created a playlist of their highest-performing movies.
Manufacturers ought to think about using the playlist characteristic to make its web page simpler to navigate and to maintain well-liked movies on the prime of the grid.
4. The NBA
Not like its Instagram channel, which focuses purely on basketball video games and highlights, the NBA’s TikTok posts present a lighter facet of the group.
For instance, they will usually submit movies of gamers understanding to music, dancing on the courtroom, or answering fan questions.
On this video, Steph Curry of the Golden State Warriors busts a transfer from the sidelines after his teammate scores:
And take a look at this humorous montage of Chris Bosh photo-bombing his teammates (together with LeBron James) all through his profession:
Making your model really feel extra private can have an excellent impact on TikTok. For instance, in case your restaurant’s TikTok account posts humorous movies of waiters dancing, viewers may assume the restaurant has nice and blissful employees.
This may make them need to eat there as a result of they’ll image themselves having a enjoyable eating expertise.
What we like:
Whilst you may anticipate the NBA to focus extra significantly on stats and video games, it makes use of the app to loosen up the branding and make its athletes look extra relatable.
Whereas the movies nonetheless promote basketball, additionally they match with different humorous posts on TikTok feeds.
5. Netflix
Netflix’s TikTok has 34 million followers, and it is simple to see why. The account posts trailers for upcoming tasks and probably the most compelling and hilarious clips from its present sequence.
What We Like:
Sharing clips of upcoming tasks or montages of followers’ favourite moments from a sequence is a good way for Netflix to generate buzz for its reveals and movies. Nevertheless, what actually makes the model stand out on TikTok are its extra artistic movies.
Take the video under for example. To advertise one its newest rom-coms, A Vacationer Information to Love, Netflix posted a video referred to as “5 Issues I Acquired My Co-Star to do in Vietnam.”
The movie was shot in Vietnam, and the video uploaded to TikTok reveals its main man, Scotty Ly, hanging out with co-star Rachel Leigh Cook dinner because the duo tries completely different actions across the nation.
A takeaway for manufacturers ought to be to seek out artistic and modern methods to advertise a services or products. Ask your self, what makes your product particular and how are you going to capitalize on that?
TikTok Manufacturers with the Highest Engagement
The next manufacturers are wonderful at creating TikTok posts that generate engagement. Most of the movies posted by these manufacturers get hundreds, even thousands and thousands, of likes and views.
6. Fenty Magnificence
Some of the well-liked sorts of content material on TikTok is tutorials. Some manufacturers lend themselves to this greater than others, however an excellent instance is Fenty Magnificence, which makes use of TikTok to point out make-up tutorials, wear-tests, and product launches.
What we like:
Tutorial-based movies can match quite a lot of manufacturers. For instance, a clothes retailer can present the right way to fashion sure items of clothes. A ironmongery shop can present the right way to construct, restore, or paint one thing utilizing its instruments.
Even a gymnasium can supply an illustration on the right way to use completely different gear.
Begin by brainstorming all of the methods somebody might use your services or products. For those who can break a activity into steps that final not more than 60 seconds, it could make for an excellent TikTok video tutorial.
7. Dunkin’
Dunkin’ was one of many first manufacturers to make use of influencer advertising and marketing on the platform by partnering with TikTok megastar Charli D’Amelio.
Collectively, they launched new menu objects at Dunkin and collaborated on a number of movies.
After posting content material in regards to the partnership, Dunkin noticed a 57% spike in app downloads and a 20% gross sales increase for all chilly brew coffees.
Nevertheless, if you happen to consider you have to companion with a well-known TikToker for it to work, assume once more.
Relating to influencer advertising and marketing, relevance is extra essential than attain.
Moderately than partnering with an influencer primarily based solely on self-importance metrics (comparable to follower rely), search for micro-influencers who’ve a distinct segment viewers that aligns with your individual.
Analysis reveals that influencers with lower than 1,000 followers obtain extra engagement than their extra well-liked counterparts.
What we like:
This instance highlights the facility of influencer advertising and marketing on TikTok. By partnering with influencers, Dunkin’ advantages from word-of-mouth advertising and marketing whereas constructing social proof.
8. Chipotle
Since becoming a member of TikTok in 2018, Chipotle has set the usual for the way manufacturers can develop their model presence whereas participating the TikTok neighborhood in a enjoyable and genuine means.
Chipotle opts for a extra informal vibe, usually posting dance challenges and fan-made content material, comparable to movies of individuals sharing their favourite Chipotle recipes and hacks.
Chipotle additionally showcases behind-the-scenes footage from actual crew members in actual Chipotle kitchens. Take a look at this “vlog fashion” video of a former Chipotle worker revisiting her job and interviewing her coworkers:
What we like:
For those who want a artistic method to unfold model consciousness shortly, taking a be aware from Chipotle and sharing personable behind-the-scenes footage could be an excellent experiment.
Additionally, lean into your model advocates who could also be keen to share their experiences on social media.
9. Gymshark
Gymshark is without doubt one of the main health manufacturers on TikTok, reaching 2 million followers in solely six months.
Gymshark caters to health fanatics by posting exercise challenges, inspirational well being journeys, and relatable health humor that makes the gymnasium really feel much less intimidating.
This is a kind of relatable health movies:
One of many model’s most notable TikTok campaigns was the 66 Days: Change Your Life problem, which highlights the truth that it takes 66 days to kind a behavior.
TikTokers submitted movies of their very own exercise journey in hopes of profitable a Gymshark membership.
The marketing campaign was an amazing success, with the hashtag #gymshark66 producing 193 million views.
What we like:
Gymshark leverages the facility of challenges. Challenges are one of many greatest developments on TikTok, and modern manufacturers are utilizing them to fast-track their progress and join with thousands and thousands of customers on the app.
Contemplate creating your individual problem or placing a singular spin on an already current one.
10. The Washington Publish
The Washington Publish was certainly one of TikTok’s earliest model adopters. Those that have not seen their movies could be anticipating investigative or severe content material.
Surprisingly, the newspaper truly makes use of its account to submit comedic skits in regards to the newest breaking information.
These movies slot in completely with the platform as a result of they’re humorous, well timed, and embrace a few of TikTok’s weirdest particular results.
Take a look at this skit about Delta Airways’ PR division struggling to put in writing a press launch in regards to the COVID-19 delta variant:
The Washington Publish shows how manufacturers can succeed on TikTok by speaking on to its particular viewers — younger viewers who need to snigger.
The Publish’s comedic strategy may also entice younger readers who need to comply with the information however used to fret that content material from a newspaper can be too superior or out of contact for them.
What we like:
Regardless of its popularity for “severe journalism,” the Washington Publish didn’t shrink back from TikTok.
In case your model is in publishing, academia, or related industries, testing out a video technique that reveals off your lighter facet may very well be an attention-grabbing experiment.
It would make your content material and model really feel much less intimidating and make it easier to achieve consideration from newer audiences.
11. San Diego Zoo
Everybody loves a cute animal video. The San Diego Zoo’s TikTok account pleasantly takes benefit of this well-known truth.
The zoo’s technique is easy: Publish movies of cute animals with enjoyable music. And with over 2 million followers, it appears to be working. How might anybody not need to comply with them after seeing this video of an lovable crimson panda?
If that cuteness wasn’t sufficient, the zoo has additionally dueted with different animal-friendly accounts, just like the Monterey Aquarium:
What we like:
This can be a nice instance of how two related manufacturers can cross-promote utilizing TikTok options. Due to the zoo’s tagging technique, this video could be seen by followers of the aquarium and the zoo.
This fashion, zoo followers may achieve extra curiosity within the aquarium and vice versa.
12. Duolingo
TikTok is thought for its quirky “unhinged” content material, and Duolingo has successfully carved out an area on this panorama.
The model continues to go viral for its humorous, stylish, and infrequently chaotic movies that includes its mascot, Duo the owl. Duo may be seen dancing to well-liked audio, including sassy commentary to popular culture information, and leaping on the most recent developments.
Duo’s antics have efficiently humanized the model and epitomizes their witty model voice — which additionally is useful when responding to TikTok feedback.
What we like:
Your model voice shapes each interplay you’ve on-line — from the movies you create to the way you reply to feedback. Duolingo has molded a robust model voice which it makes use of to inform memorable and entertaining tales.
13. Crocs
Whereas the love-hate relationship with crocs could be very actual, it’s all love for the model on TikTok. Its profitable technique contains unique music, brand-specific hashtags (like #CrocTok), and colourful, entertaining content material.
That stated, Crocs actually shines at poking enjoyable of itself and the perceived “ugliness” of their sneakers. They lean into this by posting outfit of the day (OOTD) movies and tutorials on the right way to fashion their sneakers with equipment and an excellent humorousness.
What we like:
Nobody likes a model that takes itself too significantly. On the finish of the day, your patrons are folks — not robots with bank cards.
Humility and humor are two components that may humanize your model, reduce by means of the noise, and construct a connection together with your viewers.
14. Scrub Daddy
Scrub Daddy is a cleansing product firm who one way or the other makes movies a few sponge entertaining. The corporate has over 3 million followers on TikTok and its movies ceaselessly garner round 10,000 to 150,000 likes on the platform.
The important thing to the model’s success on TikTok is humor and its knack for incorporating its merchandise into completely different viral TikTok developments.
For instance, there’s a well-liked developments on TikTok the place customers incorporate a dancing John Cena right into a background with a caption explaining why he is dancing.
Scrub Daddy used the pattern to share how blissful the model is when somebody switches to their product.
What We Like:
Scrub Daddy retains a constant pulse on the most recent TikTok developments and challenges, conserving their content material related and recent.
15. Heider Actual Property
Heider Actual Property showcases properties on the market within the DC, Maryland, and Virginia area. The corporate’s movies get hundreds of views and embrace attractive edits the properties interiors and exteriors.
What We Like:
Heider Actual Property has a definite fashion relating to its movies. Whereas every residence is exclusive, each video contains catchy, atmospheric music and quite a lot of large pictures, shut ups, and speedy walkthroughs.
The most important takeaway from this account is that manufacturers ought to craft a singular fashion of video modifying that’s constant in each submit.
16. Squishmallows
Squishmallows ar model of plush toys which have change into extremely popular in the previous couple of years. Whereas its TikTok platform solely has just a little over 300,000 followers, a lot of its movies have gotten as many as 500,000 likes.
What We Like:
Like Scrub Daddy, Squishmallow finds success through the use of well-liked sounds, music, and developments which have traction on the app.
17. Teen Vogue
Teen Vogue’s TikTok content material largely consists of unique interviews and humorous moments with stars from well-liked reveals and movies. Under is a unusual Teen Vogue interivew that includes the solid of Netflix’s Bridgerton.
What We Like:
Whilst you might not be capable to characteristic celebrities in your content material, there’s something else Teen Vogue does that you just might be able to take inspiration from.
Teen Vogue usually posts content material that dives into social points which can be essential to its viewers. That is essential as a result of TikTok is well-liked among the many youthful era like Gen Z, which is named the socially acutely aware era.
If doable, you might need to discover methods to create content material that reveals your model deeply cares about the identical points as its target market. This may assist set up belief and retain curiosity.
18. GoPro
GoPro retains it is 2.6 million TikTok followers engaged by displaying superb motion movies shot with the corporate’s signature cameras. The movies are quick, present pictures from artistic angles, and are filmed by customers doing unbelievable stunts.
What We Like:
GoPro reveals their merchandise in use throughout eye-catching moments comparable to skydiving, deep sea adventures, and extra. In case your services or products has a cool or distinctive characteristic, create TikToks that showcase that characteristic.
19. e.l.f.
e.l.f. Cosmetics’ TikTok, referred to as elfyeah, options a mixture of tutorials, comedic movies, and celeb interviews all tied to its merchandise.
What We Like:
Much like ESPN, e.l.f. posts loads of content material each day. So, to make its TikTok simpler to navigate, the model kinds their movies into playlists. So in case your model posts quite a lot of content material each day, make issues simpler to your followers through the use of TikTok’s playlist characteristic.
20. Levi’s
Among the hottest content material on Levi’s TikTok is its instructional content material. For instance, the video under briefly reveals how Levi’s denims are “ripped” for aesthetic functions.
What We Like:
Levi’s supplies its 1.1. million TiKTok followers perception into its model by way of training movies just like the one under. Viewers like to study, and your model might additionally profit from posting training content material that related to your customers.
21. Marvel
Marvel’s hottest content material on its TikTok is often behind-the-scenes video of the Marvel workplace or productions.
What We Like:
Marvel’s TikTok humanizes the model by displaying behind-scenes-footage of Marvel stars, administrators, studio, and productions.
Most Artistic Manufacturers on TikTok
22. Planet Cash
Planet Cash is a podcast by the Nationwide Public Radio (NPR) with the tagline — “The economic system defined.”
It is exhausting to think about a model masking such a severe (and sophisticated) matter on a platform that is synonymous with foolish, snackable content material. However Planet Cash manages to infuse instructional movies with an entertaining spin.
From inflation to lease management, no matter is simply too difficult for Planet Cash to chip away at in an modern and humorous means. Do not consider me?
Simply check out this skit explaining how banks make billions from overdraft charges, which begins with a person attempting to purchase a burrito:
What we like:
For those who really feel your model is simply too “severe” for TikTok, take a be aware from Planet Cash and strategy your model — or your content material — from a distinct angle.
You could discover that including a touch of humor is simply what you have to skyrocket on the platform.
23. Taco Bell
Taco Bell finds artistic methods to use trending TikTok sounds and challenges to its model. It additionally has a spokesperson who humanizes the model by making humorous skits.
What We Like: Absurd humor does effectively on TikTok as a result of it appeals ot a youthful era of customers. For those who’re seeking to entice youthful customers, take a web page from Taco Bell and create content material that’s absurdly humorous.
24. We’re Not Actually Strangers
We’re Not Actually Strangers is a TikTok selling a card recreation that faucets into gamers’ feelings. It is TikTok will get artistic by posting heartfelt messages and telling TikTok customers to tag or despatched the content material to the aim it reminds them of.
What We Like: We’re Not Actually Strangers discovered a artistic method to get viewers to share it is content material by posting relatable movies and urging viewers to share or tag somebody.
25. Ryanair
Ryanair is an airline that basically leans into comedy on TikTok, beginning with its bio — “Catch flights, not emotions.”
Like many TikTok manufacturers on this checklist, Ryanair’s humor stems from discovering hilarious methods to include trending sounds and memes into its content material.
What We Like:
Ryanair retains monitor of TikTok developments and creatively makes use of them to attach with its viewers. For those who’re operating out of recent concepts, surf by means of TikTok and see what sounds or hashtags are trending.
26. Crunchyroll
Crunchyroll is an anime streaming and distribution firm, and its TikTok contains clips of well-liked anime and interviews with well-known director and writers.
Nevertheless, Crunchyroll’s most attention-grabbing content material takes viewers behind-the-scenes of how well-liked sequence are animated. Check out the video under displaying the animating technique of Dr. Stone.
What We Like:
Crunchyroll offers an inside look into how its followers favourite reveals are made. You probably have a services or products that’s well-liked amongst your customers, create a video displaying the way it’s performed.
27. NASCAR
NASCAR posts highlights from races however viewers appear to essentially take pleasure in when the racing franchise makes nods to its followers. For instance, the under reveals the corporate is aware of how the vast majority of its followers really feel a few particular racer.
What We Like:
NASCAR acknowledges its followers, creating enjoyable inside jokes and content material that fosters neighborhood.
TikTok Advertising and marketing Suggestions
Whereas it could be difficult to get your content material to go viral like the larger manufacturers, TikTok may very well be an excellent software for getting in sync with youthful audiences.
For those who assume TikTok could be a part of your advertising and marketing technique quickly or sooner or later, now can be a good time to get forward of your rivals by downloading the app and investigating what related manufacturers or potential audiences are doing there.
For those who’re raring to go on a TikTok technique, listed below are just a few ideas and takeaways that we have gained from wanting on the manufacturers which have already performed effectively on the app.
- Present a distinct facet of your organization. The app is a hub for creativity and humor. Embracing a extra private tone or a behind-the-scenes strategy might make your organization seem extra relatable or reliable to potential clients.
- Do not be afraid to experiment. Not like platforms like Fb and LinkedIn, there aren’t as many norms, greatest practices, or guidelines about what works and what does not. For those who assume one thing could be attention-grabbing or humorous, strive it and see if it will get any likes, feedback, or shares.
- Interact together with your viewers. Between challenges, duets, likes, feedback, and shares, there are many methods to interact with different TikTok customers — even when you do not know them. Attempt to give you movies, challenges, or duets that intention to work together with others. As with different platforms, the extra you interact with folks, the extra your fan base might develop.
- Do not shrink back from advertising and marketing your merchandise, however be sure to do it in a artistic means. Strive your hand at tutorials, demonstrations, and how-to content material that showcase the perfect elements of your services or products.
- Faucet into the facility of word-of-mouth advertising and marketing with influencers. However keep in mind that relevance is extra essential than attain, so companion with area of interest micro-influencers who share the same viewers.
For manufacturers, becoming a member of TikTok gives a chance to succeed in youthful audiences and enhance model consciousness in a extremely playful atmosphere.
However succeeding on the platform depends on creating thrilling content material — so put together to place your artistic hat on and experiment with new codecs.
Editor’s be aware: This submit was initially revealed in September 2019 and has been up to date for comprehensiveness.
