27 TikTok Manufacturers Which can be Successful at Advertising in 2023

It is getting tough 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 ability of short-form video.

After all, it additionally helps that TikTok has over 1 billion lively customers and a incredible engagement fee — far exceeding another social platform at the moment.

On this put up, we’ll talk about why it’s best to leverage TikTok advertising and marketing in 2023 and the way smaller corporations can construct a scalable, enjoyable, and inventive technique on the platform. We’ll additionally cowl eleven manufacturers which have gone viral on TikTok.

Desk of Contents

What’s TikTok Advertising?

Why Manufacturers Ought to Leverage TikTok Advertising in 2023

27 TikTok Manufacturers Which can be Successful at Advertising

TikTok Manufacturers With The Most Followers

TikTok Manufacturers With The Highest Engagement

Most Inventive Manufacturers on TikTok

TikTok Advertising Suggestions

What’s TikTok Advertising?

Though TikTok may really feel like a hub of unusual posts, its reputation and video-driven content material present a wide range of distinctive advertising and marketing alternatives.

Entrepreneurs can leverage TikTok in three fundamental areas:

1. Influencer Advertising

A good way to leverage TikTok is by partaking with the influencer neighborhood. As a result of influencers have a stable understanding of the platform, they will rework stiff model messages into enjoyable and inventive movies.

This sort of 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 needn’t spend hours developing with the subsequent viral development. Usually, the perfect performing TikToks are ones that replicate or recreate a present development.

Begin by exploring the app, its developments, and the place your model can be a 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 most of the first manufacturers to hitch TikTok had been giant, well-known corporations, it may nonetheless be useful for small companies to take a look at why manufacturers of all sizes are becoming a member of the platform.

Why Manufacturers Ought to Leverage TikTok Advertising in 2023

Brief-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 important video.

Nevertheless, some accounts could expertise a decline in views and engagement for his or her TikTok movies, which may very well be resulting from a shadow ban on their account.

When you suppose TikTok is just for the Gen-Z crowd, suppose 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 previous, a ten% improve from the yr earlier than.

That mentioned, 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 minimize 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 Greatest Manufacturers on TikTok

1. WWE
2. Extra time
3. ESPN
4. The NBA
5. Netflix
6. Fenty Magnificence
7. Dunkin’
8. Chipotle
9. Gymshark
10. The Washington Submit
11. San Diego Zoo
12. Duolingo
13. Crocs
14. Scrub Daddy
15. Heider Actual Property
16. Squishmallows
17. Teen Vogue
18. GoPro
19. e.l.f.
20. Levi’s
21. Marvel
22. Planet Cash
23. Taco Bell
24. We’re Not Actually Strangers
25. Ryanair
26. Crunchyroll
27. NASCAR

That will help you perceive why these manufacturers are so profitable on TikTok, we categorized them by most followers, most partaking, and most artistic. 

TikTok Manufacturers with The Most Followers

The next manufacturers are amongst these with probably the most followers and whenever 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 principally highlights from fights.

Nevertheless, it additionally shakes issues up by posting humorous moments between wrestlers and followers. For instance, the video beneath exhibits 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 beneath exhibits 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 lots of its movies. Nearly each TikTok that includes highlights features a voiceover that claims “She ___” or “He ___” See the instance beneath. 

2. Extra time

Extra time is a software program firm offering sports activities streaming providers. The model has about 24.5 million followers on TikTok and creates unique sports activities content material for the platform. 

Its content material consists of sports activities commentary, highlights, viral reposts. The viral reposts are a part of what makes the account fascinating.

Whereas Extra time primarily focuses on sports activities, the model would not miss out on alternatives to generate extra engagement by that includes content material that’s entertaining, whatever the matter. 

For instance, the video beneath incorporates a man exhibiting off a “jumpy” tattoo he named Jerry. 

What We Like: Whereas it could appear odd to incorporate third-party content material that is not centered in your model or trade, it may really generate engagement and enhance follower counts if performed appropriately.

When you determine to spice up content material from different creators or events, be certain to get permission and provides credit score.  

3. ESPN

ESPN has 36 million followers on TikTok and shares a wide range of sports activities associated content material. 

What We Like: ESPN posts TikTok movies a number of occasions a day, making it straightforward for widespread movies to get buried in its grid. To fight this, ESPN makes use of TikTok’s playlist function and created a playlist of their highest-performing movies. 

Manufacturers ought to think about using the playlist function to make its web page simpler to navigate and to maintain widespread movies on the high 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 aspect of the group.

For instance, they’re going to typically put up movies of gamers figuring out 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 important impact on TikTok. For instance, in case your restaurant’s TikTok account posts humorous movies of waiters dancing, viewers may suppose the restaurant has nice and comfortable employees.

This may make them wish to eat there as a result of they will image themselves having a enjoyable eating expertise.

What we like:

Whilst you may count on the NBA to focus extra severely 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, in addition 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 exhibits and movies. Nevertheless, what actually makes the model stand out on TikTok are its extra artistic movies.

Take the video beneath for example. To advertise one its newest rom-coms, A Vacationer Information to Love, Netflix posted a video referred to as “5 Issues I Received My Co-Star to do in Vietnam.”

The movie was shot in Vietnam, and the video uploaded to TikTok exhibits 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 revolutionary methods to advertise a services or products. Ask your self, what makes your product particular and how will you capitalize on that? 

TikTok Manufacturers with the Highest Engagement

The next manufacturers are wonderful at creating TikTok posts that generate engagement. Lots of the movies posted by these manufacturers get 1000’s, even thousands and thousands, of likes and views. 

6. Fenty Magnificence

One of the vital widespread sorts of content material on TikTok is tutorials. Some manufacturers lend themselves to this greater than others, however an important 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 a wide range of manufacturers. For instance, a clothes retailer can present easy methods to type sure items of clothes. A ironmongery shop can present easy methods to construct, restore, or paint one thing utilizing its instruments.

Even a gymnasium can provide an indication on easy methods to use completely different tools.

Begin by brainstorming all of the methods somebody might use your services or products. When you can break a process into steps that final not more than 60 seconds, it could make for an important 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 concerning the partnership, Dunkin noticed a 57% spike in app downloads and a 20% gross sales enhance for all chilly brew coffees.

Nevertheless, should you imagine it is advisable to accomplice with a well-known TikToker for it to work, suppose once more.

In the case of influencer advertising and marketing, relevance is extra vital than attain.

Relatively than partnering with an influencer primarily based solely on self-importance metrics (comparable to follower depend), search for micro-influencers who’ve a distinct segment viewers that aligns with your personal.

Analysis exhibits that influencers with lower than 1,000 followers obtain extra engagement than their extra widespread counterparts.

What we like:

This instance highlights the ability 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 partaking the TikTok neighborhood in a enjoyable and genuine method.

Chipotle opts for a extra informal vibe, typically 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 type” video of a former Chipotle worker revisiting her job and interviewing her coworkers:

What we like:

When you want a artistic technique to unfold model consciousness rapidly, taking a notice from Chipotle and sharing personable behind-the-scenes footage could be an important 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 type 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 awesome success, with the hashtag #gymshark66 producing 193 million views.

What we like:

Gymshark leverages the ability of challenges. Challenges are one of many largest developments on TikTok, and revolutionary manufacturers are utilizing them to fast-track their progress and join with thousands and thousands of customers on the app.

Take into account creating your personal problem or placing a novel spin on an already current one.

10. The Washington Submit

The Washington Submit was considered 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 really makes use of its account to put up comedic skits concerning 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 concerning the COVID-19 delta variant:

The Washington Submit shows how manufacturers can succeed on TikTok by speaking on to its particular viewers — younger viewers who wish to snort.

The Submit’s comedic method may also appeal to younger readers who wish to observe 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 fame for “severe journalism,” the Washington Submit didn’t shrink back from TikTok.

In case your model is in publishing, academia, or related industries, testing out a video technique that exhibits off your lighter aspect may very well be an fascinating experiment.

It would make your content material and model really feel much less intimidating and enable you 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 straightforward: Submit movies of cute animals with enjoyable music. And with over 2 million followers, it appears to be working. How might anybody not wish to observe them after seeing this video of an cute pink 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 understood 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 widespread audio, including sassy commentary to popular culture information, and leaping on the newest 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 gotten on-line — from the movies you create to the way you reply to feedback. Duolingo has molded a powerful 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 consists of unique music, brand-specific hashtags (like #CrocTok), and colourful, entertaining content material.

That mentioned, 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 easy methods to type their sneakers with equipment and an important humorousness.

What we like:

Nobody likes a model that takes itself too severely. On the finish of the day, your patrons are folks — not robots with bank cards.

Humility and humor are two substances that may humanize your model, minimize by way 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 continuously 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 widespread 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 development to share how comfortable the model is when somebody switches to their product.  

What We Like:

Scrub Daddy retains a constant pulse on the newest TikTok developments and challenges, retaining their content material related and contemporary. 

15. Heider Actual Property

Heider Actual Property showcases properties on the market within the DC, Maryland, and Virginia area. The corporate’s movies get 1000’s of views and embody attractive edits the properties interiors and exteriors. 

What We Like:

Heider Actual Property has a definite type in the case of its movies. Whereas every house is exclusive, each video consists of catchy, atmospheric music and a wide range of broad photographs, shut ups, and speedy walkthroughs.

The most important takeaway from this account is that manufacturers ought to craft a novel type of video enhancing that’s constant in each put up. 

16. Squishmallows

Squishmallows ar model of plush toys which have turn out to be very fashionable in the previous few years. Whereas its TikTok platform solely has a little bit over 300,000 followers, lots of its movies have gotten as many as 500,000 likes.

What We Like:

Like Scrub Daddy, Squishmallow finds success through the use of widespread sounds, music, and developments which have traction on the app.  

17. Teen Vogue

Teen Vogue’s TikTok content material principally consists of unique interviews and humorous moments with stars from widespread exhibits and movies. Under is a unusual Teen Vogue interivew that includes the solid of Netflix’s Bridgerton.

What We Like:

Whilst you could not be capable of function celebrities in your content material, there’s something else Teen Vogue does that you simply could possibly take inspiration from. 

Teen Vogue typically posts content material that dives into social points which might be vital to its viewers. That is vital as a result of TikTok is widespread among the many youthful era like Gen Z, which is named the socially aware era. 

If potential, chances are you’ll wish to discover methods to create content material that exhibits 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 exhibiting superb motion movies shot with the corporate’s signature cameras. The movies are quick, present photographs from artistic angles, and are filmed by customers doing unimaginable stunts.

What We Like:

GoPro exhibits 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 function, create TikToks that showcase that function.

19. e.l.f.

e.l.f. Cosmetics’ TikTok, referred to as elfyeah, options a mixture of tutorials, comedic movies, and movie star interviews all tied to its merchandise. 

What We Like:

Much like ESPN, e.l.f. posts plenty of content material every day. So, to make its TikTok simpler to navigate, the model kinds their movies into playlists. So in case your model posts a wide range of content material every day, make issues simpler to your followers through the use of TikTok’s playlist function. 

20. Levi’s

A few of the hottest content material on Levi’s TikTok is its academic content material. For instance, the video beneath briefly exhibits how Levi’s denims are “ripped” for aesthetic functions. 

What We Like:

Levi’s gives its 1.1. million TiKTok followers perception into its model through schooling movies just like the one beneath. Viewers like to study, and your model might additionally profit from posting schooling 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 exhibiting behind-scenes-footage of Marvel stars, administrators, studio, and productions. 

Most Inventive 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 arduous to think about a model overlaying such a severe (and sophisticated) matter on a platform that is synonymous with foolish, snackable content material. However Planet Cash manages to infuse academic movies with an entertaining spin.

From inflation to hire management, no matter is simply too difficult for Planet Cash to chip away at in an revolutionary and humorous method. Do not imagine me?

Simply check out this skit explaining how banks make billions from overdraft charges, which begins with a person making an attempt to purchase a burrito:

What we like:

When you really feel your model is simply too “severe” for TikTok, take a notice from Planet Cash and method your model — or your content material — from a special angle.

It’s possible you’ll discover that including a splash of humor is simply what it is advisable 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. When you’re seeking to appeal to 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 sport 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 technique 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 record, 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. When you’re operating out of contemporary concepts, surf by way of TikTok and see what sounds or hashtags are trending.  

26. Crunchyroll

Crunchyroll is an anime streaming and distribution firm, and its TikTok consists of clips of widespread anime and interviews with well-known director and writers.

Nevertheless, Crunchyroll’s most fascinating content material takes viewers behind-the-scenes of how widespread sequence are animated. Check out the video beneath exhibiting the animating strategy of Dr. Stone. 

What We Like:

Crunchyroll provides an inside look into how its followers favourite exhibits are made. In case you have a services or products that’s widespread amongst your customers, create a video exhibiting the way it’s performed.

27. NASCAR

NASCAR posts highlights from races however viewers appear to essentially get pleasure from when the racing franchise makes nods to its followers. For instance, the beneath exhibits the corporate is aware of how nearly all 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 Suggestions

Whereas it could be difficult to get your content material to go viral like the larger manufacturers, TikTok may very well be an important software for getting in sync with youthful audiences.

When you suppose 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 opponents by downloading the app and investigating what related manufacturers or potential audiences are doing there.

When you’re raring to go on a TikTok technique, listed below are a couple of suggestions and takeaways that we have gained from wanting on the manufacturers which have already performed effectively on the app.

• Present a special aspect of your organization. The app is a hub for creativity and humor. Embracing a extra private tone or a behind-the-scenes method might make your organization seem extra relatable or reliable to potential prospects.
• Do not be afraid to experiment. Not like platforms like Fb and LinkedIn, there aren’t as many norms, finest practices, or guidelines about what works and what would not. When you suppose one thing could be fascinating or humorous, strive it and see if it will get any likes, feedback, or shares.
• Have interaction together with your viewers. Between challenges, duets, likes, feedback, and shares, there are many methods to have interaction with different TikTok customers — even when you do not know them. Attempt to provide you with movies, challenges, or duets that purpose to work together with others. As with different platforms, the extra you have interaction with folks, the extra your fan base might develop.
• Do not shrink back from advertising and marketing your merchandise, however ensure you do it in a artistic method. Strive your hand at tutorials, demonstrations, and how-to content material that showcase the perfect components of your services or products.
• Faucet into the ability of word-of-mouth advertising and marketing with influencers. However keep in mind that relevance is extra vital than attain, so accomplice with area of interest micro-influencers who share the same viewers.

For manufacturers, becoming a member of TikTok affords a possibility to achieve youthful audiences and improve 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 notice: This put up was initially printed in September 2019 and has been up to date for comprehensiveness.

 

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