TikTok is available in over 150 countries, has over 1 billion users, and has been downloaded over 100 million times in the United States alone (here’s a full breakdown of TikTok statistics). If your brand’s target audience includes anyone between the age 13 and 30, you should have a TikTok strategy. But, as all social media platforms do, TikTok will start to age up soon. So we recommend building a presence now. It’s actually quite absurd that more brands are not on TikTok. Seriously. Over 1 billion users! 100 million downloads in the U.S.! Average time spent per user – 52 minutes per day! I actually could not find more than 60 brands TOTAL even using TikTok (and a few of them are ours!). There could not be a better time to invest in vertical video content for your brand than now. Place it on Instagram Stories, place it on Snapchat, and place it on TikTok! TikTok actually just added the ability to include links and commerce URLs in your profile and videos. So not only is the organic reach on the platform huge, but you can also drive meaningful traffic to your website. Without further ado, here are 15 brands doing exceptionally well on TikTok right now…
For those of you who don’t know Spikeball, they describe themselves as if volleyball and foursquare had a baby. It’s an incredibly fun game. They started just two months ago and already have 30,000 followers, over 1 million likes, and over 10 million views. (Full disclosure – Spikeball is a Wallaroo Media client.) How have they grown so quickly? Capitalizing on trends, creating platform-specific content, and knowing their audience and how that overlaps with TikTok’s core demographic. Check out their TikTok profile here and some videos below.
Chipotle is also quite new to TikTok, but has been doing very well so far. They also have one of the best TikTok bios we’ve seen – “Less Tok, More Guac”. They’re consistent, which is also very important on the platofrm. Below is an example of two of their videos. The first one is pretty creative and acts as if the chips are singing along with Adele. And here is their profile.
3. Elf Cosmetics
Elf Cosmetics has been doing an INCREDIBLE job on TikTok thus far. Brands – take note. Elf actually commissioned a song specifically for a TikTok campaign. The song, which takes inspiration from Kash Doll’s 2018 hit “Ice Me Out” and is called “Eyes Lips Face” after the brand name’s acronym, is believed to be the first original song commissioned for a TikTok campaign. The brand then worked with a few influencers to initially kick it off, and the results from there have been mind-blowing. Click here to see the quantity of videos that have used the #eyeslipsface hashtag. The current count at the time of this posting is over 3.8 BILLION! Want to do a campaign like this?! Relatively minimal investment is needed to achieve these results (although it’s not always going to be repeatable). Interested? Contact us today!
Guess has only posted 7 videos so far, but they are off to a solid start. They already have 38,000 followers. They are also one of the only fashion brands we could find on the platform. A big miss by their competitors. Guess’ content is good. They did partner with TikTok to run a challenge on the platform using the #InMyDenim hashtag, with good success. Check this link. It shows all videos from Guess’ sponsored #InMyDenim challenge. The videos have over 38 million views. Here’s their TikTok profile. There’s a few video examples below, with the first being an entry from the #InMyDenim hashtag challenge.
The NBA was one of TikTok’s early adopters (disclosure: another client of ours). They consistently put out great content on the platform, also on trend. They’ve racked up a whopping 5.5 million fans on the app, by far the most we’ve seen from any brand. They keep things pretty funny, which definitely helps. This is very smart. Want NBA highlights? Go to Instagram. Want NBA news? Go to Twitter. Want NBA comedy, memes, and motivation? Go to TikTok. Here is their profile. Below are some video examples.
6. The Washington Post
For a newspaper, The Washington Post is actually doing a great job on TikTok. Check out their profile here. They usually post funny, engaging videos.
The NFL just barely launched their channel, and they’ve come out very strong. Consistent videos, native to the platform, engaging content. Extremely well done. It’s paid dividends too. Almost 1 million followers already. Here is a link to their profile. Below are some video examples from them.
HP has only posted three videos. So their profile isn’t anything special. But they did do a great hashtag challenge at Coachella this year. It was called the #HPCoachellaDreamland challenge. They enlisted some big TikTok influencers to help kick off the challenge. The largest was OurFire, who has 5.3 million fans. The video below is from OurFire. All in all, the #HPCoachellaDreamland challenge videos have over 176 million views. Incredible. Check out HP’s TikTok page here.
Gymshark has been doing a great job on TikTok so far. They have 1.2 million fans and have been posting consistent, quality videos for a while now. They post a good combination of workout videos, workout memes, and inspiration. Check out some examples below.
10. San Diego Zoo
Who doesn’t love cute animals?! The San Diego Zoo only started posting a few months ago (a common theme as you’ve seen), but their videos are great. A baby cheetah licking a bloodsicle? Can’t beat that. A baby elephant playing with its mom? Too much.
11. Calvin Klein
Calvin Klein has been on TikTok for about six months now. They’ve produced 13 videos. None particularly engaging or unique to the platform. I’d honestly be surprised if they’ve spent more than 3 hours on the account. But from that small time investment, they’ve 4,000 fans and have about 100,000 views (nothing compared to some other brands on the list – the NBA leads the charge with over 1 billion views). Here’s their top video:
12. Joe Gibbs Racing
Joe Gibbs Racing has only been doing TikTok for five weeks now, as their Chief Digital Officer Bryan Cook has stated. During that short period of time they’ve posted about one video per day, experimenting with various types of content (behind the scenes, comedy, racing, etc.). They now have 37,000 followers, 344,000 engagement, and over 9 million views (more than all their other social media channels combined).
13. Vineyard Vines
Vineyard Vines has only been on TikTok for three months, posting 18 videos thus far. But they have been doing a great job. They post super fun, engaging content, and it’s always on trend. They’ve racked up a whopping 188,000 followers and roughly 12 million views. Kudos to them. Here’s a great video they posted when the bottle cap challenge was hot:
ESPN has been dominating TikTok. They’ve posted a ton of videos, and rightfully so. Their content consistently performs very well. They post mostly funny sports videos. Check out a recent one with Kawhi Leonard below. They have 1 million fans and 25 million likes. We estimate that the view count of their videos is approaching a half billion.
Gushers is a truly delicious candy (has always been one of my favorites). They’ve recently joined TikTok and have been doing a great job at jumping on trends and creating relevant content. Here’s a recent funny video of theirs: