The most successful brands on TikTok know how to read the room. To become a part of the conversation on TikTok you need to forget your current brand guidelines and adhere to TikTok’s unofficial user guidelines and behave like a native TikTok influencer. That means using real people, being funny, adopting trends, knowing who you’re talking to, and not taking yourself too seriously. 

Brands that do this successfully are reaping the rewards and growing huge, loyal communities and fame. If you’re thinking of starting a TikTok channel for your brand, or need some inspiration for an existing TikTok channel, we’ve combed the platform to find the top 10 brands utilizing its fullest potential and mastering its particular angle on viral content.

LITTLE MOONS

Little Moons went viral on TikTok at the beginning of 2021 when people started sharing their trip to ‘Big Tesco’ to find their delicious little mochi ice cream balls. The trend was so popular that Tesco stores across the UK sold out, and Little Moons saw an uplift of over 1200% in sales. 

The company’s own TikTok shares really playful content using trending memes and behind-the-scenes content from the family run business.

RYANAIR 

Nobody would have expected an airline to own TikTok in the way that Ryanair has. They use their funny and rather savage tone to rip into common customer complaints like not having enough leg room or the crew being too young. You can tell they're using TikTok to get things off their collective chest, but we fully support it… and so do 1.1 million others!

BLACK COUNTRY LIVING MUSEUM

See history brought to life with Black Country Living Museum. They brilliantly fuse 300 years of history with modern music and TikTok trends to create their wonderfully funny and educational content. It’s an absolute masterpiece of content marketing.

MY COOKIE DOUGH

Trigger warning: do not watch this if it’s anywhere close to lunch time! Food influencer My Cookie Dough post the most indulgent chocolate and cookie dough content that literally stops me in my TikTok scroll every time.

Who knew that a cookie being broken in half could give you so many feels!

ON THE TOOLS

Tradesmen are famous for workplace bants and playing hilarious pranks on their apprentices, but do you really know what goes on behind the scaffolding? Well, now you do, as On The Tools share the funniest videos sent in from building sites across the UK, adapted perfectly to resonate with the TikTok audience.

GUINNESS WORLD RECORDS

The world’s shortest cow. The largest number of eggs carried on somebody's head. The longest time to spray water from the mouth. It’s all here and it’s all as brilliantly crazy as you’d expect! 

RED BULL RACING

You don’t have to be a die-hard F1 fan to appreciate Red Bull Racing’s official TikTok content. It gives a rare, behind-the-scenes glimpse into the pit lanes, and their take one some hilarious TikTok trends.

LOVE ISLAND

Love it or hate it, Love Island is big news, and their TikTok is very hilarious. Featuring clips of the best bits from all of the series, it’ll have you creasing on the daily. 

INNOCENT DRINKS

Innocent have a long-standing reputation for being excellent on social media. Their Twitter is already famous for it, but their TikTok team are leveraging the secrets of TikTok success and rapidly closing in, with their brilliant use of trends and conspiratorial jokes about their boss. Innocent nail the TikTok vibe, in that they lead with their personality instead of their product, and as such they’re one of my favourite UK brand accounts to follow.