Big companies like Nike and Pepsi are pouring ad dollars into TikTok, and for good reason—it’s where Generation Z, affectionately known as “zoomers,” loves to hang out. But the best part of TikTok is you don’t have to be a massive brand to succeed. Here are five smaller companies that have made waves with their short videos.
1. The Oregon Zoo
If you’ve spent any time on TikTok, you know there’s plenty of adorable animal content going around. Smart zoos are capitalizing on that, and the Oregon Zoo's TikTok is one of the best out there. They showcase all types of animals, from penguins to otters, elephants, and even red pandas.
From funny videos about awkward roommate situations to dresses stitched together from Chipotle bags, Chipotle’s TikTok presence is consistently impressive and eye-catching.
Obviously, if you’re in the food business and want a few pointers about how to stand out on TikTok, Chipotle’s page is a great place to start your research. With 1.6M followers on the app, it’s safe to say they know what they’re doing.
3. Kind Snacks
With their inspirational messaging about self-improvement and being “kind” to yourself (get it?), Kind Snacks has carved out a perfect niche for its brand on TikTok. Their TikTok page is fairly new, but they’re already getting great levels of engagement.
So what’s their secret? They’ve managed to design catchy campaigns, while also snagging a ton of celebrity and high-profile influencer endorsements—from Robert Herjavec of Shark Tank fame to internet personality Zach King.
4. Red Bull
As a brand, Red Bull is famous for its flair for the dramatic. In fact, some of their earliest advertising campaigns seemed like they were designed for TikTok, years before the app even existed. That talent has translated well.
With hundreds of million views on their videos, Red Bull has shown that high-octane advertising still has a place on TikTok. They’re also a great reminder that videos of people just having a great or crazy time (and that don’t feel like direct advertising) can really grab eyeballs.
5. Fenty Beauty
Fenty has been absolutely crushing it for a beauty brand, with almost a million followers on their TikTok page. Their content is a great example of how advertising can take a useful form. Their how-to videos, explaining how to capture a unique look using their products, have helped propel them to new levels of success on the app.