5 Shocking Manufacturers Making Waves (& What’s Working for Them)



TikTok overtook Google as probably the most used web web site final yr, and it’s been named the fastest-growing social media platform of all time, beating competitors from behemoths Instagram, Snapchat and Fb. Naturally, manufacturers and entrepreneurs desire a slice of the motion – however as extra corporations be part of the app, manufacturers are questioning “How do I stand out on TikTok?”

That is precisely the suitable query to be asking. Regardless of TikTok’s astronomical consumer figures, there’s a large quantity of house up for grabs for manufacturers prepared to make a splash on the platform. Higher nonetheless: the character of TikTok means it’s not simply world manufacturers that may unlock viral success on TikTok. 

TikTok’s algorithm is the topic of a lot dialogue, largely due to its extra egalitarian method to content material suggestions. A consumer’s “discovery feed” is geared not in direction of TikTok accounts they already comply with, however movies that will curiosity them – and people movies may be from any account, no matter measurement. These suggestions are so fine-tuned, they’ve spurred micro-communities on the platform round shared pursuits. Every Tiktok consumer might interact in a plethora of niches, the place they uncover friends, inspiration, and – crucially – manufacturers to align with.

Creating high-performing content material on TikTok, due to this fact, will not be hinged on one set method. Manufacturers should take a person method to their TikTok technique, discovering the suitable area of interest and understanding learn how to interact this viewers in a compelling approach. That is the method Fanbytes takes with model companions to ensure every marketing campaign lands convincingly. TikTok customers just like the platform for its extra “genuine” really feel, so content material have to be a pure match to ascertain a connection.

Probably the greatest methods as an example how manufacturers can stand out on TikTok isn’t just to have a look at these manufacturers we already know and love – the Nikes, GymSharks and Crimson Bulls of the world – however look at the extra shocking model “hits” on the platform. Going viral on TikTok can supercharge small manufacturers, construct model character or remodel model notion. It may well even flip employees into stars in their very own proper. Need to discover out their particular sauce? Carry on studying.

Tips on how to Stand Out on TikTok: 5 Shocking Manufacturers Making Waves (& What’s Working for Them):

Tips on how to Stand Out on TikTok: 5 Shocking Manufacturers Making Waves (& What’s Working for Them)


The brand new interiors model making a group on TikTok

85.2k followers, 320.2k likes

Designer wall paint and wallpaper model Lick counts sustainability and its group as its driving pressure. Alongside eco-friendly merchandise, Lick gives recommendation from color consultants and adorning specialists to gas their “people-powered adorning motion”.

Lick’s merchandise characteristic closely of their content material, usually as a way to hitch TikTok developments, but in addition in transformation, DIY time-lapse and how-to movies. “Watching paint dry” this aint: the model’s distinctive “peel-and-stick” testers crop up as props for challenges, whereas its sustainable packaging options in ASMR-style movies. 

Most spectacular, nonetheless, is how this model is utilizing TikTok to construct its group. Lick workforce members usually characteristic within the model’s movies with inside styling ideas, usually responding to TikTok followers’ decor-related questions. It’s turn into a daily sufficient occurence that the model’s followers have began  to touch upon new movies with their very own queries. 

@lick Reply to @beeclareuk North going through front room color combos – pop your inquiries to Tash within the feedback! #homedecor #colouradvice #styleinspo #interiorinspo #colourpalette #learnontiktok ♬ unique sound – Lick
@lick Stepping it up in 2022 😎 @ourtaylormadehome • 🎨 Beige 01, White 03 + Black 02 • #renovationproject #kitchenhacks #learnontiktok #diy ♬ Makeover From KUWTK – E! Leisure

This interplay with the group doesn’t simply assist Lick give you new concepts for content material. TikTok’s algorithm components the variety of feedback and likes on posts to find out if a video is partaking, so by establishing a very good rapport with their followers and inspiring feedback, Lick is triggering TikTok to indicate their movies to a wider viewers.

Lick additionally makes its hashtag simply identifiable to its group. The model’s bio reads “Tag us #LICKTOK”- the hashtag has accrued 17.6 million views to date – encouraging inside design-orientated TikTok customers to showcase how they use the model’s merchandise. They’re an excellent instance of how manufacturers can use TikTok to create shared, interactive experiences.


  • Engagement: 5/5
  • Persona: 4/5
  • Originality: 3/5
  • Cultural relevance: 4/5 


The unbiased trend model rising their viral roots

145.5k followers, 3.5 million likes

You’ll be able to inform lots from South Asian-inspired trend model Sani’s alternative of Instagram deal with. @sanisisters’ TikTok is as a lot concerning the model as it’s the two sisters who based it. Ritika and Niki Shamdasani began Sani with the aim of accelerating the visibility of South Asian craftsmanship and strategies. The label celebrates their heritage as first-generation Indian-Individuals.

The model joined TikTok in early 2020 and by March, their sixth video had gone viral with over 3 million views. Tellingly, this was the primary video Sani shared that wasn’t repurposed from one other platform: as a substitute, the sisters used this TikTok video to indicate their artistic course of from inspiration to ending a garment.

Since then, their TikTok technique has been underpinned by radical relatability. This isn’t a hyper-glossy feed of excellent imagery: TikTok is the place Niki and Ritika inform the story of their model, from the sisters’ on a regular basis lives (answering buyer questions within the automobile, hanging out at dwelling) to the glittering excessive (eye-catching photoshoots and glamorous occasions). It’s a macro-version of the primary viral video: showcasing their improvement whereas highlighting their personalities.

@sanisisters Hooked up drape was the factor #indianwedding #trend #fyp ♬ unique sound – Sani
@sanisisters Reply to @mirandassexynubbies #smallbusiness #trend #fyp ♬ unique sound – Sani

This all-encompassing method doesn’t simply enchantment to TikTokers’ need for authenticity; it additionally provides Niki and Ritika freedom to work together with TikTok developments and popular culture references and categorical themselves as folks. Even destructive feedback are good fodder for content material: “Your costs are a joke” quotes Niki, responding, “I’m glad we’re speaking about this. As a buyer, we are able to neglect how many individuals it takes to carry a design to life.”

Historically, trend advertising solely showcased the manufacturing course of when this added to its luxurious attract. As Gen Z  more and more calls for sustainable options to quick trend, TikTok can present transparency. Sani is an ideal instance of how unbiased manufacturers cannot simply illustrate why merchandise deserve esteem, but in addition set up a private connection between creators and shoppers.


  • Engagement: 5/5
  • Persona: 5/5
  • Originality: 4/5
  • Cultural relevance: 4/5


The millennial jewelry model carving a Gen Z area of interest on TikTok

108.4k followers, 296.4k likes

TikTok is Gen Z’s favorite social media app, so it could be a shock to find that “millennial-orientated” demi-fine jewelry model Mejuri is rising a wholesome presence there. Its dainty jewelry turned common in 2017, however Gen Z’s tastes have a tendency in direction of chunkier types: TikTok despatched La Manso’s plastic rings viral, whereas #beadedjewellery is the platform’s hottest jewelry hashtag, reflecting Gen Z’s love of outsized bead necklaces.

Tips on how to compete? Mejuri’s technique may both be to maneuver with their goal demographic as they age, or refresh their picture to enchantment to youthful audiences. The jewelry model selected the latter, as evidenced of their bigger Croissant Line which Mejuri has promoted extensively on TikTok. 

A part of this promotion is thru paid advertisements. These provide inspirational photographs within the model of an “outfit of the day” video. However the model can be upping the ante on their natural channel, switching to a relatable feed favoured by Gen Z. We see Mejuri’s social media supervisor at dwelling, making memes about new merchandise or joking about croissants. She wears the designs whereas speaking via them, serving to them really feel extra ‘actual’.  

@mejuri 💎🥰💎 #whatsthis #jewelrytiktok ♬ Whats this I prefer it Picasso Yeah datway – ReefaTV
@mejuri By no means an excessive amount of ✨❤️ #lookifyourboringjustsaythat #mejuri ♬ unique sound – singersewer

Mejuri’s TikTok method feels native to the platform. It makes use of TikTok Sew and Inexperienced Display screen to react to new merchandise, influencer options and product placements. TikTok playlists and pinned movies promote Mejuri’s ‘Monday drop’ of latest merchandise every week. Sound options closely too: “unboxing” movies are tagged #ASMR to achieve TikTok’s audio-obsessed group, whereas Mejuri usually makes use of trending sounds to showcase objects.

Mejuri have clearly taken the time to grasp their TikTok buyer. The model has courted an intensive community of micro influencers via #mejuripartner (8.1 billion TikTok views), harnessing the facility of influencer advertising to extend belief. They’re conscious of the content material that performs nicely. It’s an ideal illustration of how coupling an understanding of Gen Z together with a level of flexibility might help a model remodel their picture.


  • Engagement: 4/5
  • Persona: 3/5
  • Originality: 4/5
  • Cultural relevance: 5/5

Final Crumb

The luxurious cookie model creating mouth-watering TikTok content material

74.6k followers, 462k likes

LA-based luxurious cookie model Final Crumb is so common, there’s an e-mail ready record for brand new batches. Since launching in August 2020, they’ve received followers from confectionery lovers and celebrities alike – Chrissy Tiegen amongst them – for his or her cookies’ fudgy texture. Naturally, style is more durable to market on-line. How, then, has TikTok turn into a key driver for the model’s success?

Final Crumb takes a special method to the opposite manufacturers listed right here. On Final Crumb’s TikTok, the cookie is the star of the present, reasonably than the folks behind its creation. We solely see faces when Final Crumb reposts a video from a TikTok influencer; in any other case, it’s (manicured) fingers solely: Final Crumb is a market chief in top quality close-ups of crumbling cookies.

Just like the model’s black brand, Final Crumb’s TikTok feed usually options cookies set in opposition to a black background. This offers the content material a extra luxurious really feel; markedly totally different to the sugary pinks of different confectionery manufacturers. We frequently get a “chicken’s eye view” of a cookie, as if the fingers within the video are our personal – and the cookie is inside attain. This primary-person perspective makes it much more tantalising, whereas influencer critiques present strong social proof.

@lastcrumb Meet the cookies earlier than you eat the cookies. #lastcrumb #meetthegroup #cookies #fyp #foodies ♬ Too Participant by Vinny West – RyanKanta
@lastcrumb Inform us we’re good-looking, please 🥺 #ThristTrap #thephoto #lastcrumb #lastcrumbcookies #lastcrumbtiktok #foodie #cookietok #tasteweekly #fyp ♬ “The Picture” – </3

“Luxurious” doesn’t imply conventional, nonetheless. Final Crumb responds to related TikTok developments  – together with just lately naming their “THE picture” – and even popular culture occasions. And whereas Final Crumb serves a strictly cookie-only menu, the model’s TikTok is stuffed with artistic recipes, turning cookies into the whole lot from ice cream to Halloween treats.

The lesson right here for manufacturers is that, whereas TikTok thrives on relatable content material, it’s not set in stone how manufacturers can channel this. Final Crumb makes use of TikTok to market itself as a “attractive” product – its bio even states “Cookies so good they’ll make your girlfriend jealous” – and the bizarre juxtaposition of sexiness and cookies is what makes the model stand out.


  • Engagement: 3/5
  • Persona: 4/5
  • Originality: 5/5
  • Cultural relevance: 3/5

M&S Romford

The grocery store department with coronary heart

64.5k followers, 1.7 million likes

This isn’t simply any M&S TikTok web page… it’s M&S Romford’s TikTok web page. Thus reads @mandsromford’s TikTok bio, and it’s this mixture of the nationwide grocery store chain‘s iconic branding and the humorous interpretation on an area stage – carried by Marks & Spencers employees – that units this model account aside on TikTok.

The Marks & Spencer retailer in Romford, east London, first arrange a Fb account in 2020 to speak with prospects, nevertheless it wasn’t lengthy earlier than employees had been posting movies. As the recognition of TikTok boomed, the department arrange their very own TikTok account (with clearance from head workplace), and the workforce’s dance routines, lip syncing and skits – all whereas doing a shift within the retailer – have since earned them viral success.

A few of these movies have to be seen to be believed. The boys lip-syncing to East 17’s ‘Keep One other Day’ whereas sporting M&S’ menswear is a spotlight, as is their viral ‘Thriller’ dance video that includes the model’s Halloween merchandise. Just lately, the department was joined by TV present First Dates’ Fred Sirieux for a sequence of TikTok movies, and even launched a Christmas music named ‘TheRomfordShuffle: Not Simply Any Christmas Music’ with proceeds going to Shelter.

@mandsromford What’s your favorite wine?🍷 #fyp #thedropchallenge #mandslocal #TeamRomford #tiktok #fred #mands @fredsirieixofficial ♬ unique sound – Atsuko Okatsuka
@mandsromford Our very personal TikTok sensations speak model, their meteoric rise to fame and what goes on within the group chat! Article pinned within the feedback#TeamRomford ♬ rock yo physique – flo

The key to this account’s success is the camaraderie of the workforce, coupled with TikTok fluency. The simply recognisable grocery store aisles function backdrops to the whole lot TikTokers discover amusing, because the workforce discover ingenious methods to include M&S merchandise into their movies. They’re clearly at work – however they’re additionally clearly having enjoyable. It’s refreshing, and TikTokers need a part of the motion. 

It’s a lesson that giant manufacturers ought to observe. TikTokers wish to assist native enterprise, and even large manufacturers can create a private connection that interprets immediately into boosted model sentiment and elevated footfall. Retailer supervisor Lee Spencer informed the Romford Recorder “Prospects have been coming into the shop, telling employees how a lot they’re having fun with seeing the hardworking workforce having a lot enjoyable.” 


  • Engagement: 5/5
  • Persona: 5/5
  • Originality: 4/5
  • Cultural relevance: 5/5

In conclusion

Sharing greatest practices for learn how to stand out on TikTok will not be “one measurement suits all”. Manufacturers should bear in mind the precise viewers they’re advertising to, and the way this group interacts. Keep true to your model, and use this to type a pure match with the calls for of TikTok audiences. This appears to be like totally different for everybody. 

Fanbytes are the leaders within the subject in terms of TikTok technique, and have remodeled the presence of a whole bunch of corporations on TikTok, from unbiased labels to world manufacturers. Whether or not it’s making a group round your merchandise, rising your model, remodeling perceptions and even driving native gross sales, TikTok is an unbelievable instrument to get your message throughout. Get in contact to debate your TikTok technique by way of this hyperlink. We’ll illuminate learn how to make your model stand out at the moment.

Creator bio:


Jem Leslie

Jem is the search engine optimisation & Content material Supervisor at Fanbytes, an award-winning influencer advertising company devoted to being manufacturers’ end-to-end Gen Z accomplice. Fanbytes has helped high manufacturers akin to Common, H&M, Burger King & YouGov win the hearts of younger folks. Jem heads up Fanbytes’ search engine optimisation content material technique and has written for advertising publications together with Speaking Affect.



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