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10 Businesses With Winning TikTok Marketing Strategies 


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You need to be where your customers are. And no matter what you sell, there’s a good chance you’ll find your customers on TikTok.

TikTok is essential for businesses investing in social media marketing. The platform’s explosive growth and unparalleled engagement rates are hard to beat.

According to the company, TikTok’s user base surpassed 1 billion monthly active users in 2021, making it a prime platform for brand visibility. 

Unlike Facebook or Instagram, TikTok offers a level playing field, where even small businesses like Wick & Glow Candles saw a 50% increase in conversions and sales through their TikTok marketing strategy. 

In this guide, we’ll explore the most effective TikTok marketing strategies used by some of your favorite companies and their results.

TikTok Marketing ROI: Is TikTok Profitable for Businesses?

What’s the ROI of TikTok marketing? 78% of businesses have seen a positive ROI on TikTok. On average, the typical ratio is 5:1 on TikTok, which means for every $1 spent on a TikTok campaign, businesses generate $5 in return within 6 months.

Potential ROI Considerations
Brand awareness Increased reach and visibility, especially among younger demographics Difficult to measure directly, track metrics like follower growth and follower growth
Website traffic Drive clicks to website or specific landing page Utilize clear calls to action and links in your profile
Lead generation Capture contact info through contests, giveaways, or promoted ads Ensure lead capture aligns with your sales process
Direct sales Boost e-commerce sales or in-app purchases Prioritize product demos with shoppable integrations when possible
Community building Increased engagement and brand loyalty Fostering a community takes time and ongoing interaction

Businesses with Effective TikTok Marketing Strategies

Let’s explore 10 of your favorite companies with effective TikTok marketing strategies:

1. Gymshark: Leveraging Influencer Partnerships

Gymshark collaborates with fitness influencers to showcase its activewear and promote fitness challenges.


Goal: Increase brand awareness, engage with the fitness community, and drive sales of Gymshark products.

Challenges: Standing out in a crowded fitness market and reaching a younger demographic.

TikTok Strategy: Utilizing popular fitness influencers like Whitney Simmons and Lexi Hensler to create engaging content that resonates with Gymshark’s target audience.

Results: Gymshark’s TikTok account has over 5 million followers, with videos generating millions of views. Even with a 0.9% CTR on TikTok, the results will still be significant for the brand. 

2. Chipotle: Embracing User-Generated Content

Chipotle encourages customers to create and share content using its hashtag challenges, such as the #ChipotleLidFlip challenge.


Goal: Increase brand engagement, drive user-generated content, and promote Chipotle’s menu offerings.

Challenges: Maintaining authenticity and relevance in a competitive food industry.

TikTok Strategy: Leveraging user-generated content to showcase Chipotle’s menu items and engage with customers on a personal level.

Results: Chipotle’s TikTok campaigns have garnered millions of views and engagements, leading to increased brand awareness and customer loyalty. Chipotle’s digital sales grew by 174% year over year to $2.8 billion, driven in part by its successful TikTok marketing campaigns.

3. e.l.f. Cosmetics: Creating Viral Challenges

e.l.f. Cosmetics launches viral makeup challenges like the #eyeslipsface challenge to promote its products and engage with beauty enthusiasts.

elf cosmetics

Goal: Increase brand visibility, drive user engagement, and generate buzz around e.l.f. Cosmetics’ products.

Challenges: Differentiating itself in the competitive beauty industry and capturing the attention of Gen Z consumers.

TikTok Strategy: Partnering with popular influencers and TikTok creators to amplify the reach of its challenges and encourage user participation.

Results: e.l.f. Cosmetics established itself as one of the most innovative brands on TikTok with over 1.5 million followers, and 10 billion+ views across its campaign, driving significant brand exposure and sales growth. 

elf cosmetics tiktok

In the e.l.f. Cosmetics’ financial reports, the company experienced a 24% increase in net sales in Q3 2020, attributed in part to its successful TikTok marketing campaigns.

4. Washington Post: Engaging News Content

The Washington Post creates informative and engaging news content tailored for TikTok’s audience, covering trending topics and breaking news.

Washington Post

Goal: Increase brand visibility, reach younger demographics, and establish the Washington Post as a credible news source on TikTok.

Challenges: Presenting complex news stories in a concise and engaging format suitable for TikTok’s short-form video platform.

TikTok Strategy: Using creative storytelling techniques, animations, and engaging visuals to make news stories more accessible and engaging for TikTok users.

Results: The Washington Post’s TikTok account has amassed over 1.7 million followers, with videos receiving millions of views. 

The Washington Post digital subscriptions by 145%, thanks to their TikTok campaigns sending referrals to their platform. 

Washington Post TikTok

This has demonstrated the effectiveness of its TikTok marketing strategy in driving audience engagement and traffic to its digital platforms.

5. Fenty Beauty: Showcasing Diversity and Inclusivity

Fenty Beauty celebrates diversity and inclusivity by showcasing a wide range of skin tones and makeup looks in its TikTok content.

Fenty Beauty

Goal: Increase brand awareness, promote inclusivity in the beauty industry, and drive sales of Fenty Beauty products.

Challenges: Addressing the lack of diversity in traditional beauty advertising and appealing to a diverse audience on TikTok.

TikTok Strategy: Partnering with diverse influencers and content creators to showcase Fenty Beauty products on a variety of skin tones and create content that celebrates individuality and self-expression.

Results: Fenty Beauty’s TikTok campaigns have contributed to its status as one of the fastest-growing beauty brands, with estimated revenues exceeding £470 million in 2023.

Fenty revenue

Fenty Beauty’s TikTok campaigns have been highly successful, with videos generating millions of views and engagements. 

6. San Diego Zoo: Educational and Entertaining Content

San Diego Zoo creates educational and entertaining content featuring its animals, zookeepers, and conservation efforts.

San Diego Zoo

Goal: Increase brand awareness, promote wildlife conservation, and drive engagement with the San Diego Zoo’s mission.

Challenges: Standing out in the competitive entertainment and wildlife conservation space on TikTok and maintaining audience interest.

TikTok Strategy: Leveraging behind-the-scenes footage, animal encounters, and interactive challenges to engage TikTok users and foster a connection with the San Diego Zoo’s brand.

Results: The San Diego Zoo’s TikTok account has gained 2.5 million followers and views, with its videos garnering widespread attention and engagement. 

San Diego TikTok

According to the zoo’s reports, its TikTok marketing efforts have contributed to increased attendance and support for its conservation initiatives.

7. Wick and Glow Candles: Drive Brand Visibility

Wick and Glow Candles is a candle company utilizing TikTok for creative marketing campaigns. Through engaging content, it showcases its products, promotes brand awareness, and drives customer engagement.

Wick candles

Goal: Increase brand visibility and drive sales through TikTok marketing.

Challenge: Establishing a presence in a competitive market saturated with similar products.

TikTok Strategy: Collaborate with popular influencers in the home decor niche to showcase products and create engaging and shareable content highlighting the uniqueness of Wick & Glow Candles. 

In addition, the company also utilized TikTok ads to target relevant audiences and expand its reach.

Results: The brand experienced a marked increase in brand awareness and recognition, a surge in website traffic, and online sales. It also generated positive feedback and engagement from the TikTok community, leading to a loyal customer base.

How to Design a TikTok Marketing Strategy That Wins

To launch a successful campaign on TikTok, you need a strategy. Follow these five easy steps to get started:

Step #1. Define your goals

Setting crystal-clear goals gives your TikTok strategy direction. Avoid vague aims like “going viral”. 

Instead, think along the lines of: “We want to drive 500 new visitors to our website from TikTok this month” or “Increase brand awareness by gaining 5,000 followers who actively engage with our content.” 

set clear goal

Make sure your TikTok goals contribute to your broader business objectives.

Use case example: A handmade jewelry shop might focus on boosting online sales through its TikTok efforts. They can set a specific goal of converting 20 TikTok viewers into paying customers within a two-week campaign.

Step #2. Understand your audience

Knowing who you’re talking to is essential for creating content that resonates. Tap into demographics like age, location, and interests. 

But dive deeper – what problems do they have that your product/service solves? What kind of humor do they appreciate? 

Look at what other brands and accounts your ideal customer follows for further insights.

Use case example: A SaaS company offering project management tools might target remote teams and freelancers. They learn that their audience appreciates relatable content about the struggles of remote collaboration and value tips for boosting productivity.

Step #3. Get familiar with TikTok trends

Keep your finger on the pulse of what’s trending on TikTok – sounds, editing styles, and popular formats. Tools like [mention specific apps] can help you discover emerging trends. 

However, the key is adapting trends to YOUR brand. 

tiktok trends

Don’t jump on a dance challenge just because it’s popular if it has no connection to what you offer.

Use case example: A local bakery sees a trend for satisfying ASMR videos with close-ups of food preparation. They use it to showcase the crackling of their fresh sourdough bread or the mesmerizing swirl of frosting a cake.

Step #4. Craft your unique content

TikTok is a platform for creativity and authenticity! 

Showcase your brand’s personality – be it educational, funny, or inspiring. Offer value to viewers beyond simply pushing your products.  

create content

Remember, the first few seconds of your video are crucial –  hook people with something visually interesting or an intriguing question.

Use case example: A fitness app that wants to promote its product can share quick workout routines, healthy snack recipes, and motivational content aimed at its target audience of fitness enthusiasts.

Step #5. Engage and collaborate

TikTok is a social platform, so interaction is key. Respond to comments thoughtfully, participate in relevant challenges, and show genuine interest in your followers.  

TikTok comments

Collaborations with influencers in your niche can significantly boost your reach and lend your brand credibility.  

Encourage user-generated content (UGC) through contests or brand-specific hashtags to build a sense of community.

Use case example: A pet treat subscription box can partner with popular dog influencers for unboxing videos and giveaways, exposing their products to a whole new audience.

Step #6. Track, Analyze, and Adjust

TikTok’s analytics provide a treasure trove of data. Track your views, engagement metrics, and even profile visits over time. Look for patterns in what performs well and what falls flat.  

tiktok analytics

Agility is key – be willing to change course if certain content types consistently underperform.

Use case example: When an individual realtor notices their quirky home tours get significantly more views and comments than their standard property listings, they can shift their content strategy to focus on what resonates most with their audience.


TikTok marketing can be very effective for your business if you have a proven strategy. 

However, businesses should approach TikTok with a clear strategy focused on their target audience and brand objectives to avoid getting distracted by viral trends. 

TikTok’s potential lies in its ability to engage users through short-form, visually compelling content, offering a unique platform for authentic brand storytelling and community building. 

Compared to Twitter or YouTube, TikTok’s algorithm-driven feed and growing user base present opportunities for rapid audience reach and virality. 

Numerous success stories, such as Chipotle’s #GuacDance challenge, demonstrate TikTok’s ability to drive consistent results in brand awareness, engagement, and sales conversion.

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