TikTok has rapidly ascended to become one of the world’s most influential social media platforms, boasting over 1 billion monthly active users. This incredible reach presents an unparalleled opportunity for businesses to connect with their target audience, foster meaningful conversations, and cultivate a deeply engaged online community.
The challenge, however, lies in cutting through the noise and maximizing TikTok’s unique potential. Whether your goal is community building, going viral, or driving sales, TikTok thrives on authentic, relatable, and often humorous content that captivates and inspires. Its format is perfect for showcasing a brand’s personality in a more relaxed and engaging way.
In this comprehensive guide, we’ll explore 17 top-performing brands across various sectors – including beauty, fashion, food, home decor, entertainment, and travel – and dissect the content strategies that have propelled them to success on TikTok. Get ready to discover how these brands captivate their audiences and achieve remarkable results!
Best Beauty & Skincare brands on TikTok
Eyebrow Queen
Eyebrow Queen specializes in eyebrow products and treatments. Their TikTok strategy focuses on empowering users through accessible content. They consistently share engaging user-generated content (UGC), practical tutorials on how to effectively use their products, and creative makeup look inspirations that audiences can easily replicate at home. This approach helps demonstrate product effectiveness and foster a creative community.
Cult Beauty
Cult Beauty, a prominent UK-based online beauty retailer, boasts a robust presence on social media. Their TikTok content is a dynamic mix of authentic product reviews from real customers (UGC), insightful behind-the-scenes glimpses, and educational videos. They provide valuable skincare advice and product usage guides, often interspersing this with relatable and humorous content to keep their audience entertained.
MESOA
The MESOA brand is dedicated to educating its audience on optimal skincare practices. Their TikTok channel is a treasure trove of short, entertaining, and highly informative videos. They cover essential topics like identifying the best products for various skin types and concerns, and demonstrating the correct application methods for each. Interspersed with these educational segments are relatable and humorous clips designed to resonate with their audience.
Best Fashion brands on TikTok
ASOS
ASOS, the renowned British online fashion and cosmetic retailer, commands a formidable social media presence. They excel at delivering diverse and engaging content to their audience. Their strategy leverages user-generated content (UGC) to involve customers, provides abundant outfit inspiration that’s easy to recreate, and skillfully incorporates trending topics to broaden their reach. Furthermore, ASOS offers exclusive behind-the-scenes looks at their projects and photoshoots, giving their audience a deeper connection to the brand.
Lounge Underwear
Lounge Underwear, a women’s intimate apparel brand, has experienced significant growth through a powerful social media strategy and consistent collaborations with influencers and content creators. Their TikTok content is primarily geared towards showcasing their products, featuring new collections and launches. They also share behind-the-scenes glimpses of their office environment and photoshoots, alongside humorous content designed to entertain and connect with their audience.
Gymshark
Gymshark, the British fitness apparel and accessories brand, owes much of its success to its savvy social media strategy. Rather than solely promoting products, their TikTok content prioritizes entertainment. They share hilarious fitness memes, comical workout mishaps, and highly relatable situations that resonate with their audience. This distinct approach helps them stand out from numerous other fitness accounts that focus primarily on educational content and workout routines.
Gucci
Gucci, the iconic Italian luxury fashion house, brings its opulent aesthetic to TikTok with sophisticated flair. Their feed features exquisitely crafted short films promoting new collections, revealing behind-the-scenes glimpses into the meticulous creation of their garments, and showcasing famous personalities adorned in their designs. Gucci maintains a luxurious and professional tone, while still skillfully adapting to the dynamic short-form video style and rapid transitions characteristic of the platform.
Best Food & Drinks brands on TikTok
Starbucks
Starbucks, the global coffeehouse chain renowned for its unique beverages and seasonal mixes, effectively leverages TikTok to engage its vast customer base. They announce new flavors with the help of famous personalities and create captivating transition videos. The brand also highlights its deep expertise in coffee-making through barista interviews and expertly incorporates trending topics to produce funny and highly relatable content that resonates with a broad audience.
Oreo
Oreo, famous for its creme-filled sandwich cookies, brings its playful brand identity to TikTok with creative content. On their platform, the cookies often become the main characters, brought to life to create amusing and relatable videos. This clever strategy allows Oreo to subtly promote its products in virtually every video while consistently delivering highly entertaining content that captures user attention.
Le Creuset
Le Creuset, the premium French cookware manufacturer celebrated for its distinctive casseroles and kitchen appliances, utilizes its TikTok presence to inspire culinary creativity. Their page is dedicated to sharing enticing recipe ideas and detailed cooking tutorials, all of which prominently feature their beautifully designed and colorful products. This visual emphasis on their unique cookware makes their content both aspirational and practical.
Best Home & Homeware brands on TikTok
Flyp
Flyp is an innovative company specializing in property transformation to facilitate quicker sales. Their TikTok strategy centers on visually demonstrating their expertise in increasing property value and enhancing appeal for prospective buyers. Through compelling before-and-after videos and showcasing design elements, they effectively highlight the tangible impact of their services.
The White Company
The White Company, an English retailer known for its high-quality linens, home decor, dinnerware, and furniture, uses its TikTok page as a rich resource for practical inspiration. They share helpful how-to videos, including DIY projects, guides on using their products effectively, and various tutorials. Additionally, they offer behind-the-scenes content and in-store peeks, providing a more intimate look at their brand and operational philosophy.
Best Entertainment brands on TikTok
Netflix
Netflix, the global streaming giant, populates its TikTok page with an abundance of engaging content for its massive subscriber base. They offer exclusive behind-the-scenes footage of popular shows and character insights, providing fans with more content from their favorite series, actors, and actresses. Furthermore, Netflix skillfully remixes and re-edits clips from popular shows, transforming them into humorous and relatable scenarios that resonate deeply with viewers.
Fortnite
Fortnite, the globally recognized Battle Royale game known for its diverse game modes, characters, and skins, uses its TikTok page to keep players engaged and informed. They showcase newly available characters, exciting skins, and limited-edition customizable details. Moreover, Fortnite frequently devises challenges designed to actively engage their audience, often in exchange for enticing in-game rewards, fostering a strong and interactive community.
Saturday Night Live
Saturday Night Live, the iconic American late-night live television show, thrives on its celebrity guests and entertaining sketches. Their audience loves seeing their favorite stars and eagerly seeks out additional content featuring them. SNL’s TikTok profile expertly caters to this desire by creating exclusive behind-the-scenes videos, involving celebrity guests in funny and relatable skits, and sharing the most hilarious clips from their shows, offering fans a deeper, more personal connection.
Best Travel brands on TikTok
Ryanair
Ryanair, the low-cost airline famous for its affordable flights, might initially seem to have limited entertainment potential on social media. However, they’ve brilliantly transformed their TikTok platform into a hub of humor and relatability. By making their planes the protagonists in a series of memes and trend-driven videos, they create funny content that deeply resonates with their audience, proving that even a utility brand can master TikTok’s comedic style.
NatGeo
National Geographic, a leader in adventure, history, and science, effectively uses its TikTok account to inform and inspire its audience about global events and fascinating discoveries. They share compelling news and curiosities about diverse cities and countries. By consistently tagging the location in their featured images, they allow their audience to easily identify where these captivating events are unfolding, enhancing engagement and geographical awareness.
How can you become one of the best brands on TikTok?
The brands highlighted above demonstrate a remarkable ability to adapt to TikTok’s fast-paced, short-form video environment. While their individual strategies vary, a common thread is the commitment to consistent content creation driven by a clear purpose and well-defined marketing objectives. To truly excel on TikTok, brands need to embrace creativity, stay relevant with trends, and above all, consistently deliver valuable and entertaining content that resonates with their target audience.
