Short-form video has completely changed the game in digital marketing. Platforms like TikTok have skyrocketed in popularity, and brands are leveraging this trend to connect with audiences in ways traditional marketing never could. With over 1 billion monthly active users spending an average of 25+ hours on TikTok every month, it’s no surprise that this app is now one of the most powerful tools for building brand awareness. Its rise has even made competitors like Instagram and Google rethink their strategies.
Yet, despite TikTok’s explosive growth, marketers still face a challenge, creating content that truly engages. According to the State of Marketing Report 2022 by HubSpot, Rock Content, Litmus, and Wistia, only 9% of marketers see TikTok as their most engaging platform. Interestingly, the same report highlights that short-form videos like TikTok and Instagram Reels deliver the highest ROI compared to any other social media content format.
If you’re ready to step up your TikTok marketing game, here are 12 brands that are absolutely crushing it on TikTok and what you can learn from their strategies. You should also know the best time to post on tiktok.
1. Semrush – Making B2B Fun
If you think TikTok isn’t for B2B brands, think again. Semrush, a top keyword research platform, has found the perfect way to mix education with entertainment. Their “You searched for WHAT?” The series uses humor and satirical sketches based on bizarre search queries to deliver value in a memorable way. They’ve proven that even B2B companies can go viral with the right tone and creativity. You can learn ways to make money using brand strategies on tiktok.
2. Netflix – Mastering Fan Engagement
Netflix has over 26 million followers on TikTok, and it’s easy to see why. Their content blends behind-the-scenes clips, exclusive interviews, and fun edits of trending shows. By offering content that fans can’t find anywhere else, Netflix creates a feeling of exclusivity and keeps its audience eagerly waiting for the next post.
3. WANNA – Leveraging Influencer Power
Fashion-tech startup WANNA made waves with its AR app “Wanna Kicks” by tapping into influencer marketing. Instead of targeting traditional fashion influencers, they partnered with creators like @josephwsj to connect with millennials and Gen Z sneakerheads. Their strategy focuses on real-life relevance, which drives both app downloads and community growth.
4. NBA – Behind-the-Scenes Magic
The NBA’s TikTok strategy is all about showing a lighter, more personal side of the league. Through funny moments, locker room clips, and quick highlights, they’ve built a massive fan base that loves the authentic and fun vibe of their videos.
5. Shopify – Experimenting With Formats
E-commerce giant Shopify has been active on TikTok for over two years, testing different formats to resonate with entrepreneurs and small business owners. From trending sounds to quick business tips, Shopify has found its sweet spot by staying consistent while experimenting with new content styles.
6. GoPro – User-Generated Content Wins
GoPro’s TikTok account is a showcase of epic user-generated videos. By encouraging fans to share their adventurous footage, GoPro has built an active community and amassed over 2.2 million followers. Their strategy is simple: let customers become brand storytellers.
7. Chipotle – Viral Challenges & Memes
Chipotle was the first major restaurant chain to jump on TikTok in 2019, and they’ve been leading the way ever since. Challenges like #GuacDance racked up over 250,000 videos in just six days, resulting in record-breaking guacamole sales. Chipotle knows exactly how to use humor, memes, and community-driven content to stay relevant.
8. The Washington Post – News With Humor
Who says news can’t be fun? The Washington Post has redefined how a traditional media outlet engages on TikTok. They deliver news in a short, humorous, and highly engaging way. This creative approach makes serious topics more digestible for younger audiences.
9. Ryanair – Fun With Low-Cost Branding
Ryanair, known for its affordable flights in Europe, uses humor and TikTok trends to transform its planes into the stars of its videos. Their content proves that even low-cost brands can entertain and connect with audiences through creativity and humor.
10. Fenty Beauty – Tutorials That Sell
Fenty Beauty dominates TikTok with engaging makeup tutorials, product reviews, and wear tests. They’ve also tapped into the power of creator collaboration houses to organically amplify their products. By blending education with trend-driven content, they’ve built a strong and loyal following.
11. Crocs – Making Quirky Cool
Crocs embraces its unique style with colorful, funny content and trending hashtags like #CrocTok. Their #ThousandDollarCrocs challenge generated over 3 billion views, proving how effective creative challenges can be for brand visibility.
12. Gymshark – Fitness Challenges That Go Viral
Gymshark is one of the top fitness brands on TikTok, boasting over 3 million followers. Their iconic #gymshark66 challenge, which encouraged users to share their 66-day fitness journey, generated 193 million views. They also post humorous gym-related skits, which resonate deeply with their fitness-loving audience.
Key Takeaways from These TikTok Marketing Leaders
TikTok isn’t just a trend, it’s a vital part of modern digital marketing. Whether it’s through user-generated content, influencer collaborations, viral challenges, or creative storytelling, these 12 brands show that success on TikTok requires authenticity and entertainment value.
To build a winning TikTok content strategy, brands should:
- Stay on top of cultural trends and viral sounds.
- Use humor, memes, or storytelling to make content relatable.
- Experiment with tutorials, behind-the-scenes clips, and challenges.
- Leverage TikTok SEO with relevant hashtags and keywords.
As TikTok continues to dominate the social media landscape, the brands that embrace experimentation and fun will continue to thrive. Are you ready to create content that stands out?
