24 Inspiring Brands on TikTok to Fuel Your Creative Strategy

TikTok is available in over 150 countries, has over 1 billion users, over 2 billion downloads, and over 100 million active users 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 40, you should have a TikTok strategy. 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. Want to know how the TikTok algorithm works? Click here. Without further ado, here are 24 brands doing exceptionally well on TikTok right now…

1.  Spikeball

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 have almost 300,000 followers, over 5 million likes, and over 50 million views. 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.


2. Chipotle

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 platform. Over Halloween they did a #boorito campaign that got over 4 billion views on the platform. 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. Vessi

Vessi is a cool footwear brand based in Canada. They only started recently and are quickly approaching 100,000 followers (profile here). How have they grown so fast? Giveaways. They’re employing a unique duet giveaway strategy to generate UGC, followers, and revenue. Check out an example below!

@vessi##duet with @agajillian Show us your ##vessifootwear and you could win a free pair too! ##giveaway ##nomorewetsocks ##waterproofshoes ##tiktokwellness♬ my strange addiction – Billie Eilish

4. 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!


5. Guess

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.

6. NBA

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.


7. 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.

8. NFL

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.

9. HP

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.

10. Gymshark

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.

11. 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.

12. 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:

13. 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).

14. 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:


15. ESPN

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.

16. Gushers

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:

17. WWE

WWE only joined TikTok in December 2019 and already has 1.3 Million followers. That’s the power of content right there. TikTok even did a press release about them joining, so you knew it was going to be big. And they hit the ground running with two great Christmas-related posts:


@wweAre you this hyped when it’s #christmas morning and time to open presents? #holidayszn #wwe #holidaycountdown♬ Run Run Rudolph – Los Lonely Boys


@wweDid you get what you wanted for #christmas? #holidayszn #wwe #merrychristmas♬ It’s The Most Wonderful Time Of The Year – Andy Williams

18. Crocs

Crocs has been doing great things on TikTok. From challenges to viral videos to ads – they’re doing it all (and that’s the way to do it!). They recently did a challenge with Post Malone called the #ThousandDollarCrocs challenge and it currently has 2.8 Billion views.

@crocsJust Crocin’ with our peeps ✌️ ##PEEPSxCROCS available now in Crocs retail stores!♬ original sound – crocs

19. Fortnite

Fortnite just joined TikTok and came out strong. They’ve posted only 4 videos so far but already have over 1 million followers. Their launch campaign was genius – they invited TikTok users to their #EmoteRoyaleContest which challenged people to create dances that could then be turned in to official emotes on Fortnite game characters. That hashtag has been used over 250 million times. Check out some examples below.




20. Nascar

Nascar has been doing a great job on TikTok lately. Yes, they’re a huge brand. However, the capital investment on their videos is low. They are being very smart and strategic with their approach. Check out this Twitter thread by Tori Tidwell that breaks down their process. Great stuff.

21. Sabra Hummus

Sabra make delicious hummus dip, and they’re also great on social media. They don’t have a ton of followers, but their content is unique and engaging. I highly recommend them for brands looking to get inspirational to get started.

@sabraSpice is life ##Sabra ##hummus ##HowIMmus ##spicy ##fyp ##vegan♬ Cannibal – Ke$ha

22. Levi’s

Levi’s recently ran an influencer campaign on TikTok with great success. It was in partnership with TikTok and their new “Shop Now” button option that allows consumers to make purchases through links on TikTok (we have access to this beta as well – it’s great for eCommerce brands). Below are some of the videos that the influencers made. Levi’s reportedly was very pleased with the results.

@callenschaubIn my Montreal studio putting my spin on the Levi’s® Future Finish jeans – Shop online from home! ##stayhome ##oddlysatisfying ##levishausmiami ##ad♬ original sound – callenschaub
@iameverettwilliamsGUYS! I designed a pair of jeans for @levis and I am obsessed! These are available now! Link in my bio! ? ##ad♬ Monster kill – Tik Tok Assistant

23. Young Nails

Young Nails is a nail polish brand and has almost 2 million followers on TikTok. They’re consistently making fun, engaging, colorful videos that work great on the platform.

@youngnailsincSlickpour cutouts ##youngnails ##nails ##foryoupage ##satisfying ##oddlysatisfying ##satisfyingvideos ##acrylic ##acryliccutout ##naildesign ##fyp ##asmr♬ Bagaikan Langit(cover) – _ucil👑

24. Boohoo

Boohoo is an apparel brand focused on Gen Z and young Millennials. They recently created a dance challenge with a custom song for TikTok, using the hashtag #itsfromboohoo. They’ve enlisted a variety of popular influencers on the platform and the campaign has almost 100 million views. Love this approach.

@iamoliviaponton##itsfromboohoo BABY. Head to @boohoo to learn the dance & show me your moves ##ad♬ itsfromboohoo – boohoo

Want even more inspiration? Check out this guide from TikTok and another from eConsultancy.

I hope you’ve enjoyed these examples! Do you know of any brands that should be added to this list? Email me at brandon at wallaroomedia dot com. Want to get a TikTok strategy going of your own? (You should!). Contact us today by clicking here!

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The TikTok Algorithm – The Definitive Guide to Going Viral

TikTok has over 1 billion users with over 100 million in the U.S. alone (for a full breakdown of TikTok statistics, click here). If your brand is on social, you’ve GOT to be on TikTok! Click here for amazing TikTok examples from brands.

At Wallaroo, we run TikTok strategy for a variety of clients. Before hiring us we always get asked, “How can my brand go viral on TikTok?” Through a combination of the work we’ve done, the results we’ve seen, and newly released information from TikTok themselves – we can tell you what you need to do to get more views on your videos, increase your follower count, and increase your revenue from the platform. Without further ado, here is the definitive breakdown for how the TikTok algorithm works.

When a video is uploaded to TikTok, the For You algorithm shows it first to a small subset of users. These people may or may not follow the creator already, but TikTok has determined they may be more likely to engage with the video (based on their past behavior). If this initial group responds positively by either liking, sharing, or watching the entire video at a rate higher than what is normal for that account—TikTok then shows it to more people who it thinks share similar interests. That same process then repeats itself, and if this positive feedback loop happens enough times, the video can go viral. But if the initial test group doesn’t signal they enjoyed the content, it’s shown to fewer users, limiting its potential reach. It’s basically a mini-voting system that happens over and over until the metrics fall below the norm.

This strategy is why your For You page may contain videos with lots of likes and views, alongside videos that may have been seen by only a few people. A new user with a small amount of followers can still make it to the For You page. Although creators with large followings may have an advantage do to their inherent advantage of follower count. “While a video is likely to receive more views if posted by an account that has more followers, by virtue of that account having built up a larger follower base, neither follower count nor whether the account has had previous high-performing videos are direct factors in the recommendation system,” the TikTok blog post reads. This is why TikTok is the best we’ve ever seen in regards to building an organic social following.

Watchability and Share-ability of Content

TikTok relies on a variety of signals to identify what kinds of videos users want to see. Some signals are weighted more heavily than others. Strong signals include things like whether you watched a video to the end, whether you shared it, and if you followed the creator who uploaded it after watching. TikTok also considers negative feedback on a video, like whether a user tapped “Not Interested,” or if they choose to hide content from a certain creator or featuring a specific sound. Due to these signals, creating content that catches people’s attention early (as in the first few seconds) is key.

Publish Date/Time

When videos are published is also a weak signal. TikTok says recommendations on the For You page may be up to roughly three months old, though videos usually peak in virality soon after they are posted. Since time stamps aren’t visible on the For You page, users may not know the videos they’re watching are from long ago. So anyone saying that there are certain days/times that work best for distribution are incorrect (although late at night probably doesn’t help at all).

Songs and Hashtags

The For You page algorithm looks at other elements like songs used in the video, hashtags, and captions, to categorize them and then recommend more videos like them. That’s why you may have noticed that your For You page often includes videos with the same sounds, if you’ve engaged with content using similar sounds in the past. The fact that TikTok utilizes hashtags proves that gaming the For You page—simply by adding the hashtag #foryou, is effective. If users engaged previously with videos using #foryou, it’s indeed possible they could be recommended more of them, but there’s nothing particularly special about the hashtag itself. Just a self-fulfilling prophecy.

Rule Violations

TikTok says it visually scans content to look for things that violate its rules such as nudity or violence. The Intercept published internal training documents from TikTok that directed moderators to suppress videos from people deemed too ugly, poor, or disabled. TikTok has since said the rules were outdated or never put in place. User safety is also considered: TikTok says it may block videos depicting things like “graphic medical procedures or legal consumption of regulated goods” from being recommended, because some people may find the content shocking.

Evolving Recommendations

TikTok says the For You page algorithm isn’t optimized for any specific metric, but rather is designed to take into account many factors. TikTok acknowledged in its blog post some of the challenges that come with designing recommendation algorithms, like the risk of creating filter bubbles, where users are shown the same one-sided ideas over and over again. To prevent this, TikTok says it purposely shows users different types of videos, even if they don’t match what they may have engaged with in the past. “Our goal is to find balance between suggesting content that’s relevant to you while also helping you find content and creators that encourage you to explore experiences you might not otherwise see,” the company wrote.

That’s all for now. We’ll be continually adding to this post as we learn more about the TikTok algorithm, so check back for updates. Hopefully that helps you with your TikTok strategy! Have questions? Email me personally at brandon at wallaroomedia dot com. Want to get a TikTok strategy going of your own? (You should!). Contact us today by clicking here! Or fill out the form below!

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