10 Brands on TikTok with Strategies Worth Unpacking

TikTok is a hot topic right now—and not only because of its possible demise in the U.S. With 1.8 billion users who spend an average of 95 minutes per day on the platform, TikTok has truly taken the world by storm. 

In the eye of that storm, brands are leveraging this unique platform as a strategic weapon, wielding content that attracts followers, increases sales, and builds brand loyalty. And with 54% of users engaging with brand content on TikTok at least once per day, an effective marketing plan goes a long way. 

But not all strategies are created equal—especially on an app with users who demand authentic, unfiltered content. That’s why today, we’re diving into the TikTok strategies of 10 brands you may or may not be familiar with—because any brand with the right content can effectively market itself on this game-changing platform.

Breaking Marketing Boundaries

Brands that are most successful on the platform tend to share similar qualities:

• They’re doing something outside the norm that breaks people’s perception of how they expect a brand to speak or act
• They’re creating authentic and seemingly off-the-cuff content
• They’re finding innovative ways to make their community feel connected

While achieving all three of these points may seem like a tall order, the tactics themselves aren’t always groundbreaking or expensive. These brands are simply finding their unique way to create relevancy with audiences.

1. Six Flags

Creating content with personality is essential for brand success—especially since 40% of TikTok users find content with personality more relevant. Six Flags does an excellent job of this, bringing the high-speed energy and fun that you’d experience on a ride to every post. Tapping into insights like how it feels before a coaster takes off also helps the brand relate to its thrill-seeking audience in a fun, humorous way. 

2. Warby Parker

On the surface, it may not seem like there’s much opportunity for engagement with an eyewear brand, but Warby Parker has grown a following by associating with a related community—#BookTok (51.7M posts). Associating their products with reading culture allows them to show glasses without seeming overly branded in content. 

Studies show that three weeks after exposure to an ad on TikTok, 72% of users find the brand memorable. In Warby Parker’s case, organic exposure to the product has proved effective in carving out a niche position in TikTok’s competitive landscape. 

3. National Geographic

How can a legacy brand that’s been around for over 130 years find relevancy on TikTok? By embracing the idea of “eudotainment” (education + entertainment) for a younger, largely Gen Z audience. 45% of users feel more connected to brands that teach them something new or give them information about themselves. Nat Geo does exactly that with suspenseful hooks and trend formats that merge with beautiful videography and educational content.

4. The Royals of Malibu

The Royals of Malibu is the #1 fiction podcast on Spotify & Apple, and now, the show has expanded its fandom onto TikTok. One of the smartest tactics we’ve seen this brand implement is leveraging audio—especially audio from its own podcast. Studies show that when brands feature songs that TikTok users like in their videos, 58% say they feel a stronger connection to the brand. This shows that even though TikTok is a largely visual platform, strategic audio is equally important for brand success. 

5. Oreo

Many brands on TikTok tend to fall into the same trap: relying on trends as a one-stop-shop solution for creating content. This is dangerous because there’s a difference between culture and trends. Oreo does an amazing job of understanding the difference and knowing when to create its own content beyond trends. 

93% of consumers agree it’s important for brands to keep up with online culture. Oreo is a leader in this space, not only keeping up with popular culture but also creating culture with ownable content and irreverent humor.

6. Smoothie King

Before you can relate to your audience, you have to know your audience. This is especially valuable for QSR brands on TikTok since 46% of users said they would recommend TikTok to others who are shopping for food & beverage. Smoothie King has made itself relevant by creating content around its audience’s passion points: motivational and relatable videos around health, wellness, and fitness. Having a strong pulse on your community can quickly guide content in the right direction.

7. Rare Beauty

It’s old news that authenticity reigns supreme on TikTok, but creating content that truly feels authentic is challenging. Rare Beauty has managed to promote products seamlessly on TikTok with relevant, digestible content that feels like your best friend could have made it. This proves effective because 50% of users believe that culturally relevant content “showcases authentic lifestyles/ experiences of people like me.” 

The brand embraces its founder, Selena Gomez, showcasing her likeness, music, and Mexican heritage. The result? Videos that humanize a celebrity, celebrate everyone’s backgrounds, and bring people together through a shared passion: beauty.  

8. Levi’s

TikTok’s 2025 Trend Report introduced the idea of “Brand Chem” which is essentially brands working seamlessly with creators and communities to redefine what’s culturally relevant. Levi’s does a great job of this as their entire feed is an amalgamation of legacy, trends, fashion, creators, and embracing individuality. 

Whether the brand is capitalizing on the rising Western cowboy aesthetic or showcasing different ways to experiment with denim-on-denim, this brand is creating waves of engaging content that extend far beyond a humble pair of jeans. 

9. Mattress Firm

Studies show that brands with high cultural relevance grow nearly 6x more than brands with low levels. This insight reinforces the absolute need for any brand—even a mattress brand—to create relevancy in its content. Mattress Firm accomplishes this through humor, relatable insights like cancelling plans to stay in bed, and laddering every piece of content to one common theme: Sleep > everything else. 

10. Nutter Butter

Many people would describe Nutter Butter’s presence on TikTok as unhinged, probably because the word “nutty” doesn’t begin to describe this brand’s highly-edited, often-confusing, borderline-disturbing content. No matter how you feel about this unconventional strategy, there’s no denying that it’s working—fans can’t look away.

80% of TikTok users feel that snack brands using TikTok First Creative are relevant to them personally. In Nutter Butter’s case, creating content native to the platform and its audience is certainly a priority. The brand rejects any idea of “aspirational aesthetic”, going all-in on the wacky and weird that its followers crave. 

Whether your brand wants to reach a younger audience, regain relevancy, or simply reinforce its position in the marketplace, a strong organic content strategy can take you far. There may not be a one-size-fits-all strategy to achieve brand success on TikTok, but a strong focus on relevancy will almost always guide your brand in the right direction. And if your brand is ready to take the next step beyond organic? Here’s our take on the top 7 reasons your brand should run paid media on TikTok.