Popular Brands on TikTok: Mastering the Art of Viral Marketing

TikTok has become one of the most influential social media platforms, with over 1 billion monthly active users. Brands that leverage TikTok’s short-form video format, trends, and influencer partnerships can achieve massive engagement and virality.

Top Brands Dominating TikTok

1. Nike (@nike) – 11.5M+ Followers

Nike excels at combining inspiration, sports culture, and user-generated content (UGC). Their TikTok strategy includes:

• Challenges & Trends: Engaging users with hashtag challenges like #ForceOfNature.
• Behind-the-Scenes Content: Showing athlete training sessions and brand stories.
• Influencer Collabs: Partnering with athletes and TikTok creators for authentic promotions.

2. Gymshark (@gymshark) – 4.8M+ Followers

Gymshark dominates fitness TikTok by:

• Leveraging Fitness Influencers: Collaborating with trainers and athletes.
• Trend Participation: Using viral sounds and workout trends.
• Community Engagement: Encouraging fans to share their fitness journeys with #Gymshark66.

3. Duolingo (@duolingo) – 6.3M+ Followers

Duolingo’s hilarious and unhinged mascot (Duo the Owl) has made them a TikTok sensation. Their strategy includes:

• Meme Marketing: Jumping on trends with humor.
• Interactive Content: Engaging users with language challenges.
• Relatable & Random Humor: Making unexpected, viral-worthy posts.

4. Chipotle (@chipotle) – 2.4M+ Followers

Chipotle thrives on UGC, challenges, and influencer partnerships. Their success includes:

• #ChipotleLidFlip Challenge: A viral trend that boosted engagement.
• Behind-the-Scenes & Employee Content: Humanizing the brand.
• Limited-Time Promotions: Encouraging TikTok users to participate in giveaways.

5. e.l.f. Cosmetics (@elfcosmetics) – 8.1M+ Followers

e.l.f. Cosmetics went viral with their #EyesLipsFace challenge, which became one of TikTok’s most successful branded campaigns. Their tactics include:

• Music-Driven Campaigns: Partnering with musicians for original sounds.
• User Participation: Encouraging makeup tutorials and transformations.
• Affordable & Trendy Products: Aligning with Gen Z’s preferences.

6. Red Bull (@redbull) – 6.2M+ Followers

Red Bull’s high-energy, extreme sports, and stunt content perfectly fits TikTok’s fast-paced nature. Their strategy involves:

• Adrenaline-Pumping Clips: Sharing jaw-dropping stunts and competitions.
• Influencer & Athlete Collaborations: Partnering with extreme sports stars.
• Event Highlights: Posting clips from Red Bull-sponsored events.

7. The Washington Post (@washingtonpost) – 1.7M+ Followers

Even traditional media brands like The Washington Post have found success on TikTok by:

• Using Humor & Satire: Making news fun with quirky takes.
• Behind-the-Scenes Content: Showing how journalism works.
• Engaging with Trends: Making serious topics digestible through trends.

Why Are These Brands So Successful on TikTok?

1. They Embrace Trends – Jumping on viral sounds, challenges, and memes keeps content relevant.
2. They Use Humor & Authenticity – TikTok users love relatable, funny, and unfiltered content.
3. They Leverage UGC & Challenges – Encouraging fans to create content boosts reach.
4. They Partner with Influencers – Collaborations expand audience reach.
5. They Keep It Short & Engaging – Fast, visually appealing clips perform best.

How Can Your Brand Succeed on TikTok?

• Participate in Trends – Stay updated with viral challenges.
• Engage with Followers – Reply to comments, use polls, and go live.
• Collaborate with Creators – Work with micro and macro influencers.
• Be Authentic & Fun – TikTok favors raw, entertaining content over polished ads.
• Track Performance – Use TikTok Analytics to refine strategies.

TikTok is a goldmine for brands that understand its culture. By adopting the strategies of top brands—humor, trends, UGC, and influencer partnerships—businesses can boost engagement, brand awareness, and even sales.