5 Brands Who Are Absolutely Killing it on TikTok

TikTok has evolved into a creative hub for brands to connect with audiences through viral content, and the top brand accounts have truly mastered the art of engagement. They’re not just selling products; they’re creating trends, jumping on viral moments, and fostering community conversations. 

1. Duolingo (@duolingo)

When it comes to brand presence on TikTok, Duolingo is killing the game with a witty, humorous approach. Their mascot, the Duolingo owl, has taken on a personality of its own, appearing in quirky skits and challenges. Rather than directly pushing their language-learning product, Duolingo leverages meme culture and viral trends to reach its audience, often in a way that feels fresh and unexpected. The brand’s social team consistently creates content that’s edgy and playful but relatable, earning millions of views and likes. Duolingo shows that being bold and playful can pay off in big ways when it comes to social media engagement.

2. Ryanair (@ryanair)

Surprisingly, a budget airline has become a viral sensation on TikTok. Ryanair is a masterclass in how to blend humour with self-awareness. The airline’s TikTok is filled with hilarious content about the airline and travellers, often using popular memes, sound effects, and filters to give its content a lighthearted, relatable feel. Their use of TikTok’s augmented reality features to make the planes themselves “speak” has helped them stand out. Ryanair’s account proves that even the most unexpected brands can dominate TikTok by embracing the platform’s quirky, fun nature.

3. NBA (@nba)

The NBA has successfully transitioned its massive global following onto TikTok by merging sports highlights with TikTok’s trending audio and challenge culture. From jaw-dropping plays to player personalities, the NBA TikTok is all about showcasing the fun, behind-the-scenes aspects of the league. Their content spans everything from fan reactions, and player antics, to epic game highlights, and they regularly collaborate with creators to amplify their reach. For a sports league, tapping into TikTok’s interactive and playful spirit has allowed the NBA to keep both casual viewers and die-hard fans engaged.

4. Fenty Beauty (@fentybeauty)

Rihanna’s beauty brand, Fenty Beauty, is another major player on TikTok. The brand perfectly understands that TikTok is a visual platform, and their content leans heavily into product tutorials, makeup hacks, and beauty transformations, all using trending music and challenges. What sets Fenty Beauty apart is its inclusivity and focus on showcasing diverse models and creators. Whether it’s a new product launch or a viral makeup trend, Fenty Beauty consistently produces engaging, high-quality content that resonates with TikTok’s beauty-obsessed audience. Plus, they often repost user-generated content, further strengthening their connection with the community.

5. Jaz Hand Made (@jazhandmade)

Jaz Hand Made is an Australian jewellery brand that has cleverly leveraged TikTok’s short-form video format to showcase its unique, handmade pieces. The brand uses a combination of behind-the-scenes clips showing the creative process and personal stories to connect with audiences on a more intimate level. What makes Jaz Hand Made stand out is its authenticity and ability to make viewers feel like part of the team. Each video feels completely candid and raw,  as if you were in the office with them and watching the shenanigans happening within their working days.

These brands prove that success on TikTok isn’t about playing it safe—it’s about embracing the weird, the playful, and the authentic. From playful mascots and self-aware humor to beauty transformations and sports highlights, these top brand accounts are shaping how businesses engage on TikTok, showing that there’s no single “right” way to do it, as long as you’re connecting with your audience.