In this post, we look at how brands are killing it on TikTok (even to the point of going viral) and why you should be leveraging TikTok marketing for your business in 2023.
To help you understand why these brands are so successful, we focus on the ones with the most followers, engagement, and creativity.
Brands on TikTok With the Most Followers
The below brands have the most followers on TikTok and it’s not hard to see why.
1. WWE
It might surprise you that World Wrestling Entertainment, Inc. (WWE) is one of the most followed brands on TikTok. With 23 million followers, the brand leverages shock and mayhem and turns it into entertainment.
Every now and then they shake things up by posting funny interactions between wrestlers and the camera crew. For example, this fist bump surprise below.
What We Like Most About WWE:
They post a variety of videos suited to different audiences. Fans of the brand get to see highlights of wrestling matches, behind-the-scenes exclusives, and wrestlers taking part in popular trends.
2. Netflix
Netflix’s TikTok account has over 34 million followers and it’s easy to why. The brand posts trailers for upcoming shows and hilarious clips from its current series as seen below.
What We Like Most About Netflix:
The fact that Netflix shares teaser clips of upcoming projects and fan favourite moments from their current series is genius!
These videos do a great job of generating buzz for various TV shows and movies featured on the streaming platform.
Brands on TikTok With The Highest Engagement
The below brands are excellent at creating TikTok videos that get the most engagement. In fact, many of the videos posted by these brands get thousands, even millions, of likes and views per day.
1. Fenty Beauty
It’s a known fact that TikTok viewers love tutorials! Tutorials are one of the most popular types of content on the platform.
Some brands can easily lend themselves to this type of content and one of them is Fenty Beauty.
Fenty Beauty uses TikTok to showcase their products by way of makeup tutorials, product launches and swatches, as seen below.
What We Like Most About Fenty Beauty:
The sheer amount of tutorials and testimonials they have on their channel.
Tutorials are great for a number of brands. For example, a clothing shop can show viewers how to style certain pieces of clothing. While a hardware store can show customers how to DIY, build, or restore a piece of furniture, using their tools.
To create this type of content, brainstorm all the ways that people could potentially use your products or services.
Be sure to also break down the task into short clips of about 60 seconds. That way, it’s likely to make a great TikTok tutorial.
2. Dunkin’
Dunkin’ embraced influencer marketing on TikTok way before it was cool. Partnering with TikTok influencer, Charli D’Amelio in 2020, they set out to launch new menu items and after posting the content immediately saw a 57% spike in app downloads as well as a 20% sales boost for all cold brews that day.
But you don’t always need to partner with a famous TikToker to be successful. When partnering with influencers, relevance matters a lot more than reach. So look for micro-influencers who are in a similar niche to you.
Pro tip: Research shows that the sweet spot for influencers is in the 10k-100k follower range. Offering the best combination of engagement and broad reach.
What We Like Most About Dunkin’:
The Dunkin’ and Charli D’Amelio case study highlights the power of influencer marketing on TikTok. By partnering with influencers, Dunkin’ was able to achieve amazing word of mouth while, at the same time, building solid social proof.
3. Crocs
This brand oftentimes provokes a love-hate relationship, with the community being mostly divided. But on TikTok, fans feel nothing but love when it comes to Crocs’ content. Their secret winning formula? Original music, brand-specific hashtags, and colourful, fun content.
Crocs also really excel at poking fun at themselves for their perceived ugliness. Often making videos on how to style their shoes with accessories and all done with a great sense of humour.
What We Like Most About Crocs:
Their silliness! Hardly anyone follows a brand on TikTok that takes itself too seriously.
TikTok is all about fun and so are Crocs! So if you’re thinking about making TikTok videos for your brand, humility and humour can do wonders for humanising your brand and connecting with your audience.
4. Scrub Daddy
Scrub Daddy is a brand that somehow makes videos about sponges entertaining! And with over 3 million followers, we think it’s safe to say that this is nothing short of impressive.
The key to the brand’s success on TikTok is its humour and apparent knack for hopping onto viral TikTok trends in order to market its products.
Just take a look at the video below, where John Cena dances to music (one current popular trend on TikTok) with a caption explaining why he is dancing with a sponge.
What We Like Most About Scrub Daddy:
Scrub Daddy is great at keeping their finger on the pulse. Finding and incorporating the latest TikTok trends and challenges into their content to keep it relevant and fresh.
Conclusion
TikTok offers brands a unique opportunity to reach younger audiences and increase brand awareness in a highly engaged and playful environment.
But in order to succeed on the platform, brands need to forget the boring stuff like spreadsheets and business reports and focus on the fun!
