20 Best Brands on TikTok to Follow
TikTok has transformed from a viral lip-syncing app into one of the most powerful marketing platforms in the world. With over a billion active users, it offers unmatched opportunities for brands to connect with audiences through creativity, humor, and authenticity. From fashion giants to tech innovators, top brands are leveraging TikTok's short-form video format to build strong communities and skyrocket engagement.
In this article, we'll explore 20 of the best brands on TikTok that you should follow for inspiration --- and learn what makes their content so successful. Whether you're a small business or a global enterprise, these examples will help you understand how to thrive on TikTok.
If you want expert help building your TikTok strategy, hire AAMAX --- a full-service digital marketing company specializing in Social Media Marketing, Web Development, and SEO Services.
Why TikTok Is a Game-Changer for Brands
TikTok's algorithm favors creativity and engagement over follower count, giving smaller brands a fair chance to go viral. Its unique blend of music, trends, and storytelling allows brands to connect emotionally with audiences, especially younger demographics like Gen Z and Millennials.
Key Reasons Brands Love TikTok
- Massive reach: Over 1 billion monthly active users worldwide.
- High engagement: Videos can get millions of views organically.
- Trend-driven marketing: Brands can join viral challenges and memes.
- Authentic content: TikTok rewards real, relatable content.
- Influencer collaborations: A cost-effective way to expand reach.
Now, let's dive into the top 20 brands that are winning TikTok marketing.
1. Duolingo (@duolingo)
Duolingo is a masterclass in brand personality. The language-learning app uses its quirky green owl mascot to create hilarious, trend-based videos. Their mix of humor, trending sounds, and light-hearted skits keeps audiences entertained while subtly promoting learning.
Why it works: Consistency, humor, and brand character make it unforgettable.
2. Netflix (@netflix)
Netflix uses TikTok to promote upcoming shows, share behind-the-scenes content, and interact with fans. They cleverly use popular trends and memes to create content that feels native to TikTok.
Why it works: Relatable, fan-driven content that builds hype for new releases.
3. Ryanair (@ryanair)
Ryanair's TikTok strategy is a perfect example of turning customer complaints into comedy. Their bold, self-deprecating humor resonates with audiences, showing that even an airline can have a personality.
Why it works: Humor + authenticity + smart trend usage.
4. NBA (@nba)
The NBA dominates TikTok with highlights, bloopers, and behind-the-scenes moments. They give fans a closer connection to their favorite players while maintaining a fun, casual tone.
Why it works: Exclusive, engaging content for a passionate community.
5. Gymshark (@gymshark)
Gymshark built a loyal following by featuring fitness influencers, motivational content, and community challenges. Their videos showcase lifestyle, not just products.
Why it works: Inspirational and community-driven storytelling.
6. Fenty Beauty (@fentybeauty)
Rihanna's brand shines on TikTok with tutorials, influencer collaborations, and real customer reactions. Fenty Beauty's inclusive approach mirrors TikTok's diverse audience.
Why it works: Representation, trends, and authentic engagement.
7. Chipotle (@chipotle)
Chipotle is one of the earliest brands to master TikTok marketing. From dance challenges to creative food hacks, they consistently go viral while keeping things fresh and fun.
Why it works: Creative campaigns and relatable humor.
8. The Washington Post (@washingtonpost)
This might surprise you, but The Washington Post is one of TikTok's funniest and most engaging accounts. Their social media team humanizes journalism with humor and memes.
Why it works: Educational content with a lighthearted twist.
9. Red Bull (@redbull)
Red Bull's TikTok is packed with extreme sports, stunts, and high-energy visuals. Their content perfectly aligns with their "gives you wings" identity.
Why it works: Thrilling visuals and strong brand consistency.
10. Sephora (@sephora)
Sephora's TikTok features beauty tutorials, product launches, and influencer collaborations. They encourage user-generated content, turning fans into advocates.
Why it works: Interactive, educational, and influencer-powered content.
11. Dunkin' (@dunkin)
Dunkin' gained huge momentum by partnering with TikTok star Charli D'Amelio, turning her love for coffee into viral campaigns.
Why it works: Strategic influencer partnerships and community connection.
12. BMW (@bmw)
BMW's TikTok showcases sleek visuals, challenges, and lifestyle content. Their approach targets younger car enthusiasts with aspirational but entertaining videos.
Why it works: A perfect blend of luxury and relatability.
13. Guess (@guess)
Guess used the hashtag challenge #InMyDenim to launch their TikTok strategy. The campaign exploded, setting a standard for fashion brands.
Why it works: Trend-based challenges that empower user participation.
14. Crocs (@crocs)
Crocs embraced TikTok's quirky side with humorous and creative collaborations. They've turned their once-polarizing shoes into a symbol of self-expression.
Why it works: Relatable humor and trend participation.
15. Starbucks (@starbucks)
Starbucks uses TikTok for aesthetic drink videos, barista challenges, and customer duets. Their content promotes brand culture and lifestyle.
Why it works: Visually satisfying content and strong community vibes.
16. NFL (@nfl)
The NFL leverages player highlights, funny locker-room moments, and behind-the-scenes clips to connect with fans in a casual way.
Why it works: Exclusive access and fan-first storytelling.
17. Zara (@zara)
Zara uses TikTok to blend fashion, art, and minimalism. Their short cinematic clips and influencer collaborations set a new tone for digital luxury.
Why it works: Aesthetic storytelling and brand identity consistency.
18. McDonald's (@mcdonalds)
McDonald's leverages trends and influencer content to promote new menu items while keeping a fun, approachable tone.
Why it works: Trend-savvy, inclusive, and entertaining campaigns.
19. Amazon (@amazon)
Amazon's TikTok mixes product discovery, influencer reviews, and shopping hacks. Their focus is on making online shopping fun and engaging.
Why it works: Smart mix of utility and entertainment.
20. NBA (@nbafashion)
An offshoot of the NBA, this account focuses solely on player outfits and tunnel fashion. It shows how niche content can thrive on TikTok.
Why it works: Niche appeal and visual storytelling.
What You Can Learn from These Brands
Successful TikTok marketing comes down to three main pillars:
- Authenticity: Show your brand's personality. Don't try to be perfect---be real.
- Trend Participation: Jump on trends, but adapt them to your niche.
- Community Engagement: Respond to comments, collaborate with creators, and build genuine relationships.
How to Build a Winning TikTok Strategy
If you're inspired by these brands, here's how to start your own TikTok journey:
1. Define Your Brand Voice
Know whether you want to be funny, informative, or inspirational.
2. Follow Trends, But Stay True
Trends drive TikTok, but your content should still align with your brand identity.
3. Collaborate with Creators
Work with influencers who share your brand's values for authentic promotion.
4. Post Consistently
TikTok rewards regular posting. Aim for 3--5 posts a week to maintain momentum.
5. Analyze and Adjust
Use analytics to track what works and double down on your best-performing content.
Final Thoughts
TikTok isn't just for dancing and memes---it's one of the most powerful marketing tools in the digital age. The brands mentioned above prove that creativity, authenticity, and community can turn even simple videos into viral sensations.
If you're ready to grow your brand on TikTok and need expert guidance, hire AAMAX. AAMAX is a full-service digital marketing agency offering Social Media Marketing, Web Development, and SEO Services to help your business stand out online.
Start your journey to viral success today with AAMAX by your side.
