These 12 brands are succeeding on TikTok
With more than 1 billion users, TikTok has charged to the forefront of social media platforms, becoming the most-downloaded app worldwide in August 2021. Although it started as a way to share short-form videos — mostly involving dancing and lip-syncing — its usage has evolved as its popularity has grown. Because of its appeal to Gen Z and millennials (more than half its users are under the age of 34), it has become a hotspot for reaching a demographic that tends to avoid traditional advertising. And while influencers have played a significant role in helping brands reach that target audience through social media, many brands on TikTok are killing it when it comes to reaching followers directly.
Here’s a look at 12 of the most successful brands on TikTok:
Guinness World Records (@guinnessworldrecords)
The Guinness Book of World Records has gone digital with this completely addictive channel. Videos catch the must-see records ripped from the pages of this time-honored tome, including things like the world’s longest beard, the world’s shortest cow, and the world’s tallest teenager. The engaging videos have made it the most-followed brand on TikTok, with 16.2 million followers.
The NBA has had plenty of practice at engaging fans, and it does an exceptional job on TikTok. With clips of great plays that you probably won’t see anywhere else, it has gained some 13.6 million followers.
Since being introduced 10 years ago, Fortnite has become one of the biggest games ever released. That popularity has translated to more than 6.4 million followers on TikTok, where characters share dance moves, show off new costumes, and even give sneak peeks of coming attractions.
Red Bull (@redbull)
Red Bull is synonymous with hard-charging, adrenaline-fueled activities, so it’s no surprise that everything about its TikTok account takes the same aggressive approach. More than 6.1 million followers get their adrenaline rush by watching sports like cliff diving, extreme mountain biking, boarding, and more.
Disney Parks (@disneyparks)
Apparently, Disney Parks aren’t just the happiest places on Earth; they offer one of the happiest places on TikTok, too. The 3.8 million followers on this TikTok channel get the full Disney experience, from checking out the latest food and rides to interacting with Disney characters. It’s the next best thing to being there.
Where there are gyms full of people, there are going to be #gymfails — and they’ve never been more hilarious than on this page. But that’s not all you’ll find on this channel, which has more than 3.4 million followers; it embraces every aspect of gym culture that will keep lifters inspired, entertained, and maybe make them a little bit jealous at times.
The popular gaming platform is no slouch when it comes to its TikTok game. With 3 million followers, the @xbox channel is filled with insider game references, DIY ideas, and game trailers.
San Diego Zoo (@sandiegozoo)
It’s no surprise to see an endless parade of cute baby zoo animals on this channel. Sure, the adults are awesome, too — but it’s probably the killer videos of baby zoo animals up close that have helped pick up more than 2 million followers for this brand.
Tapping into its athletic aesthetic, Nike’s videos run the gamut of the sports theme. Athletes and influencers share videos that offer training tips or their best moves, and 1.8 million followers are learning how to just do it. Whether you want to learn how to shoot hoops, do split squats, or master a 180 on the skateboard, it’s all here.
Flex Seal (@getflexseal)
A creative, tongue-in-cheek approach has made this brand specializing in tape, sprays, and sealants one of the most entertaining brands on TikTok. CEO Phil Swift is the star of these surprisingly engaging videos, which feature him leading the faux rock band, Phil Swift and the Sealers, to share his gospel of goo. It’s captured the attention of 1.8 million groupies — er, followers.
America’s favorite coffee company also dominates on TikTok, thanks to highly caffeinated videos all designed to celebrate its beverages. Even when it’s not Pumpkin Spice Latte season, Starbucks has 1.7 million followers paying attention.
Having fun with your food is a daily thing for Chipotle. From “food hacks” using its most popular menu items to Chipotle-themed Halloween costumes to a video of Boomers trying to pronounce “Chipotle” correctly, there’s plenty to keep all 1.6 million of its followers coming back for more.