The Definitive Guide To Brands Advertising On TikTok


Keen to gain inspiration from brands advertising on TikTok?

Check this out.

Brands are increasingly starting to recognise the value of having a presence on TikTok. Whilst it had previously been used as a mere music discovery tool, entertainment, fashion, food, politics and even big publications are flocking to Gen Z’s favourite app to benefit from its potential. 

At Fanbytes, we have worked on 200+ award-winning TikTok campaigns, so we know a thing or two about what it takes to really master the platform. Using our in-house TikTok influencer discovery platform, the first of its kind, we’ve been able to detail an in-depth insights report on brands advertising on TikTok. From ASOS & Puma to Taco Bell & Chipotle, we’ve rated around 35 different brands out of 5 and revealed their secrets to success as well as the reasons as to why they might’ve tanked.

We’re giving you exclusive access into the minds of our team of TikTok experts. The data founded in this report will enable you the opportunity to not only tap into this young, trendy, Gen Z demographic, but also really understand the nuances of TikTok so you can create a full-proof plan of attack for your brand. 

1. Chipotle ⭐️⭐️⭐️⭐️⭐️

With 333k+ followers and 2.7m+ likes at the time of writing, they seem to be hitting the mark. 


  • They use trending influencers such as ‘Kombucha Girl’ to drive traffic to their page. Trending influencers are recognisable and are key to encouraging their fan communities to navigate to your page. 
  • They use their product as more of an accessory and punchline to the content. (entertainment comes first. And then the product). 

Chipotle is arguably the framework for what makes a successful brand page on TikTok. They post culturally-relevant content, are consistently on trend, are not overly branded, and have built an affinity with Gen Z.

There is nothing more powerful and lucrative for a brand than to convey a deeper understanding of the lifestyle and cultural tastes of their audience, and Chipotle does this effortlessly!


@inmyseams with the style inspo🤩 which outfit 1-5? 💕🦄 ##fyp ##foryou ##foryoupage ##fashion

♬ original sound - prettylittlething

2. PLT ⭐️⭐️⭐️⭐️

With an average of over 20k+ likes per post and an engagement rate of 4%, PLT are killing it on TikTok!


  • They leveraged a range of fashion influencers on the platform and combined clever influencer marketing with top trends and viral songs.
  • They utilised the native features and tools of TikTok such as custom sounds, transitions, and used hashtags to be discovered. A combination of all of these meant that they frequently end up on the ‘for you’ page and drive more traffic to their profile. 
  • They frequently jump on trending hashtag challenges on the platform. A recent one they participated in was the #britneychallenge which has over 58m hashtag views. They took advantage of this massive trend, created some killer content, ended up on the ‘for you’ page and their content was shown to more people.


Because of these things, they are probably the fashion brand to beat on TikTok!

3. Buzzfeed ⭐️⭐️

Despite being a massive deal on Youtube, their efforts on TikTok have fell flat. With an average like count of under 500, a stagnant follower growth, several different factors account for their poor performance on the platform. 


  • They are guilty of repurposing content from other social platforms such as Instagram. This is the #1 TikTok fail in our books. Instagram is an entirely different platform to TikTok so what works on there won’t necessarily work on TikTok. Instead, repurposed content comes across as uninspiring and out of touch with the authentic, fun and organic content that is native to TikTok. 
  • The bulk of their content is in the wrong dimensions with generic stock music added on top. TikTok users see this as lazy and passionless ideation. 

Tana is always spilling tea... Tana Mongeau Plays With Puppies While Answering Fan Questions vid on YouTube (link in bio) ##tanamongeau ##fyp ##tea

♬ original sound - buzzfeed

Want to hear from 30+ brands for what helped them drive EXPLOSIVE results?

There’s a lot more where this came from. If you’re keen to learn more, fill in the details below to gain exclusive access to our definitive guide for brands advertising on TikTok. 

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