Top Trending Brands on TikTok
The first thing you’ll notice on TikTok is that it’s a platform driven by virality and creativity. Brands that succeed here are those that are not only able to adapt to TikTok’s fast-paced environment but can also create engaging content that feels native to the app. Let’s look at the top players.
1. Nike
Nike’s approach on TikTok is a perfect example of how traditional brands can thrive in a modern, fast-paced digital environment. Their hashtag challenges and collaborations with influencers have kept them relevant among Gen Z. A recent campaign, #PlayNew, encouraged users to share videos trying something new, generating over 6 billion views. Nike doesn’t just sell shoes on TikTok—it promotes a lifestyle.
2. Chipotle
Who would have thought that a fast-casual restaurant would dominate TikTok? Chipotle is a master of using humor, trends, and user-generated content to engage its audience. Its #GuacDance challenge, in which users performed dances to celebrate National Avocado Day, gained massive traction and increased sales. Chipotle’s success highlights the power of community engagement on TikTok.
3. Fenty Beauty
Founded by Rihanna, Fenty Beauty's success on TikTok is largely thanks to the power of influencer marketing. With makeup tutorials, product reviews, and beauty hacks, Fenty Beauty has built a devoted following on the platform. The brand uses TikTok’s beauty community to its advantage, with creative challenges like the #FentyFace, which showcase users’ makeup skills using Fenty products. Fenty Beauty’s TikTok presence is bold, diverse, and unapologetically inclusive.
4. Dunkin'
America runs on Dunkin', and so does TikTok! Dunkin’ has become a fan favorite on the platform, thanks to its partnership with TikTok superstar Charli D’Amelio. When Dunkin' released "The Charli" drink, it immediately went viral, with fans flocking to Dunkin' locations to try it. Dunkin' keeps its audience engaged with fun, lighthearted content, including user-generated videos of people enjoying their Dunkin' coffee. This brand knows how to capitalize on star power while maintaining a playful, authentic vibe.
5. The Washington Post
You might not expect a news organization to be a TikTok star, but The Washington Post has taken a creative approach. Instead of posting traditional news clips, it uses humor and trends to deliver news stories in a relatable, digestible way. Their TikTok team, led by Dave Jorgenson, creates funny, engaging skits that provide news insights while entertaining viewers. The Washington Post is a testament to how even serious brands can adapt to TikTok’s fun-loving culture.
6. Gymshark
Fitness brand Gymshark has utilized TikTok to connect with its fitness-focused audience in unique ways. Through collaborations with fitness influencers, Gymshark challenges, and motivational content, the brand has become one of the most recognizable fitness brands on the platform. Gymshark’s success on TikTok proves that the platform isn’t just about entertainment—it’s a space for personal growth and inspiration.
7. e.l.f. Cosmetics
Known for its affordability, e.l.f. Cosmetics has embraced TikTok's creative side with campaigns like #eyeslipsface. This viral hashtag became one of TikTok’s most popular branded challenges, accumulating billions of views. By encouraging users to create their own videos using e.l.f. products, the brand quickly gained the attention of younger audiences. e.l.f. Cosmetics shows that TikTok can be a powerful tool for brand awareness, even in a competitive market.
8. Crocs
Once considered outdated, Crocs have experienced a massive resurgence, thanks in part to TikTok. With viral trends like #ThousandDollarCrocs and partnerships with celebrities like Post Malone, Crocs has become a fashion staple for younger generations. Crocs' ability to stay relevant through TikTok trends and memes is a true testament to how brands can reinvent themselves on this platform.
9. Apple Music
Apple Music has capitalized on TikTok’s love for music by encouraging users to create and share content around popular songs and playlists. The brand collaborates with artists to promote new music, utilizing TikTok’s short-form video format to showcase snippets of upcoming releases. Apple Music’s TikTok strategy keeps music at the forefront, turning fans into marketers.
10. Red Bull
Red Bull’s presence on TikTok aligns with its brand identity—bold, energetic, and extreme. From action-packed stunts to adrenaline-filled sports clips, Red Bull consistently delivers content that captures the essence of its brand. Their use of thrilling visuals and exciting challenges keeps audiences coming back for more.
Why These Brands Stand Out
The secret to success on TikTok isn’t just about following trends—it’s about creating content that resonates with TikTok’s unique audience. These brands have mastered the art of blending entertainment with marketing, ensuring that their content feels organic and engaging. The key takeaway is that TikTok rewards authenticity and creativity.
The Power of Hashtags
One of the reasons why these brands are trending is their ability to leverage TikTok's hashtag culture. Hashtags like #FYP (For You Page), #TikTokMadeMeBuyIt, and brand-specific challenges help content go viral, allowing brands to reach a wider audience. By tapping into this hashtag culture, brands can create a sense of community and encourage user participation.
The Role of Influencers
Many of the top trending brands have capitalized on influencer partnerships. TikTok influencers, especially those with large followings, help amplify brand messages and lend credibility. Influencers bridge the gap between brands and consumers by creating content that feels relatable and authentic.
Authenticity and Creativity
TikTok users crave authenticity. Unlike other platforms where polished, professional content reigns supreme, TikTok thrives on raw, creative videos. The brands that are winning on TikTok are the ones that embrace this authenticity. Whether it’s through humorous content, collaborations, or creative challenges, these brands understand that TikTok’s appeal lies in its realness.
A Platform for the Future
TikTok’s rapid growth shows no signs of slowing down. As more brands join the platform, competition will undoubtedly increase. However, the brands that continue to innovate, engage with their audience, and stay true to TikTok’s ethos of creativity will remain at the top. For marketers, the lesson is clear: TikTok is not just a passing trend—it’s a marketing powerhouse.
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