Best Brands on TikTok: 12 Examples To Inspire Your 2021 Strategy

best brands on tiktok

TikTok has been downloaded over 2 billion times, and the app has proven to be hard to put down. On average, users open the app 8 times per day. The app is so huge that the top 50 TikTok influencers there have more followers than 16% of the world’s population. With those stats in mind, the race is officially on for brands on TikTok. TikTok has already launched their own Creator Marketplace just for marketers and influencers to connect.

For many brands, paid TikTok ads are highly effective and worth the investment. While millennial consumers have already shown a preference for authentic influencers versus traditional ads, Gen Z is even more focused on authenticity.

For brands on TikTok, reading the room is key. The most successful brands have an approach that combines real people and almost always a dose of humor. To inspire your TikTok influencer strategy, these twelve brands are just a few of the companies who are playing the TikTok game right.

The tactics and results of these major, household name brands should serve as inspiration to brands of all sizes who hope to breathe new life into their TikTok marketing strategies. Jump to our TikTok Influencer Marketing Guide for additional ways that brands can make the most of marketing on TikTok.

12 Of The Best Brands On TikTok Right Now

1. Flighthouse Is A Content Powerhouse

best brands on tiktok

Flighthouse is the most followed brand account on TikTok with nearly 30 million followers. Flighthouse is a large media company that specializes in producing viral social media content, particularly on TikTok. Their account speaks for itself. The brand’s videos have more likes than any other branded account and is the 4th most liked account on TikTok overall.

For comparison, Flighthouse has a startling one billion more likes than Michael Le, a TikTok star with 50M followers. Flighthouse has produced 4,300 TikToks so far, which is a greater volume of content than any other brand on the app.

2. Netflix Wins With User-Generated Content

best brands on tiktok

Netflix comes in second as the most followed brand on TikTok behind Flighthouse. It doesn’t hurt that Netflix already has a massive pool of original sounds and video content to draw from. Many of their videos are clips from their latest shows, interviews with actors and humorous skits. Netflix posts about three TikTok videos a day and gains an average of one million followers each month.

Netflix is the leading advertiser on TikTok, on average producing one large-scale campaign every month. User-generated content has worked well for them thus far; over 112,000 people used their #WhatsYourPower AR branded effect, which is likely the largest amount of UGC for any brand on TikTok so far.

3. Dunkin’ Warms Up To Gen Z With Charli D’Amelio

best brands on tiktok dunkin

One of the best food brands on TikTok is, without a doubt, Dunkin’. They have three million followers and 21 million likes, and the amount of hilarious UGC on their channel is impressive. Much of Dunkin’s popularity with Gen Z on TikTok comes from their strategic endorsement of the #1 most followed TikTok star Charli D’Amelio.

In a smart move, Dunkin’ solidified a long-term sponsorship with Charli, who was already a proud Dunkin’ patron before she had even heard of TikTok. In fact, Dunkin’ beverages have appeared in over 120 of her TikToks—the majority as unsponsored product placements.

So far Dunkin’ has two drinks after the 16-year-old. The first beverage release,‘The Charli’, led to a 57% rise in daily app downloads on launch day and a 45% rise in cold brew sales the day after launch. Dunkin’ is an excellent example of how to capitalize on trends and choose social media influencers that can authentically support brand growth.

4. E.l.f Cosmetics Sets Trends With TikTok LIVE

brands on TikTok

In the best beauty brands on TikTok category, e.l.f. Is a frontrunner. Cosmetics brand e.l.f was one of the first beauty brands to form a TikTok strategy. This move comes as no surprise as e.l.f.’s marketing strategy thrives on out-of-the-box, pop-culture themed innovations. The beauty brand recently created an NFT collection promoting cryptocurrency, a gaming-themed collection to launch their Twitch channel, and no one can forget their extra guac-inspired collection with Chipotle.

For one of e.l.f’s first TikTok campaigns, they commissioned a song called “Eyes Lips Face,” which is believed to be the first original song specially produced for a TikTok campaign. Starting with just a few influencers to get the ball rolling, the #eyeslipsface hashtag turned into a mind-blowing success. The current hashtag video count is over 3.8 billion.

While the makeup brand actively partners with influencers to grow hype on TikTok for their product drops, the most unique element of e.l.f.’s TikTok strategy is that they host TikTok LIVEs on a regular basis. The number of people using TikTok’s LIVE feature has doubled in the past year, and e.l.f. got in on the trend early, having started livestreaming over a year ago. They livestream beauty tutorials, giveaways, Q&A sessions and new product announcements with astounding results.

5. P&G Has The Highest Viewed Sponsored TikTok…Without A TikTok

brands doing well on tiktok

One wouldn’t expect Procter and Gamble to have much of a TikTok presence, and they don’t. They don’t produce their own content on the app, but they’re still proof of what type of brands do well on TikTok and how. Instead of producing their own content, they turn to top creators to make some waves.

In March 2020, Charli D’Amelio posted a #DistanceDance challenge sponsored by P&G to encourage people to stay home and help stop the spread of COVID-19. For each of the first three million videos posted in response, P&G offered to donate to Feeding America & Matthew 25: Ministries to help families impacted by the pandemic. The charitable tactic was a hit.

Charli’s sponsored video has 6.8M likes and 196.6M views, making it the most viewed sponsored TikTok to date. The #DistanceDance challenge is one of their highest reaching sponsored challenges with 17.8 billion views. The CPG giant continues to see sizable reach through sponsored challenges. Two recent campaigns supporting environmental and social causes, #ItsOurHome and #WidenTheScreen, surpassed 11.3 billion views and 10.3 billion views respectively.

6. Amazon Tracks Sales Through TikTok Ambassadors

best fashion brands on tiktok

It goes without saying that Amazon knows a thing or two about marketing, and their TikTok influencer strategy is a prime example. Amazon has five official TikTok accounts: @amazonprimevideo, @amazonfashion, @amazonmusic, @primestudent, and @amazon; amongst which Amazon Prime Video is the most popular with 6.7M followers.

Amazon has the means to launch massive, traditional ad campaigns, and they have. They’re responsible for the third most Branded Hashtag Challenges on TikTok, just behind Netflix and Kraft Foods. Amazon also recognizes the potential of influencers. In a single campaign for Amazon Fashion, they partnered with 40+ micro and mega influencers to carry their #PajamaJam challenge to new heights.

Influencers and ambassadors are key to Amazon Fashion’s TikTok strategy—the #amazonpartner hashtag has over 72M views. Content on the Amazon Fashion account, consists of ambassador content and reposts of organically created TikTok trends like #amazonfinds which has over 11.3B views. Amazon may not have needed TikTok’s help, but it’s obvious why it is on our list of TikTok’s top brands in 2021.

7. Red Bull Bolsters Brand Awareness With Suspenseful Footage

best brand content on tiktok

What brands do well on TikTok? Any brand that can provide entertainment value. One of TikTok’s largest branded content producers is Red Bull. They’ve posted more than 2,660 videos so far, which is more than both Addison Rae and Charli D’Amelio, two of TikTok’s most noteworthy influencers.

Red Bull posts an average of two videos a day and have receives an average of 1.2 million likes each month. Much of Red Bull’s content is death-defying, jaw-dropping stunts, but they also incorporate humor into their strategy. For every eye-popping trick, they share a hilarious flop. The variety has thus far been effective at holding their audience’s attention.

8. Gymshark Sets The Bar For Fitness On TikTok As An Early Adopter

top brands of tiktok

Gymshark is a great example of how jumping on trends early pays off. They joined TikTok right out the gate with their first post published in April 2018. Their content isn’t revolutionary, but what they lack in innovation they make up for with consistency.

Gymshark posts consistently, their videos are high-quality and they understand their audience. Their account shares a solid mix of memes, workout videos, and motivational content, which has earned them 3.3M fans. Check out some of their best work in our case study here.

9. Blue Diamond Almonds Shows Brands It’s Not Too Late To Try TikTok

top brand strategy tiktok

Blue Diamond Almonds may be new to TikTok, but they clearly did their homework. The privately held cooperative had no TikTok presence prior to June 2021 when they launched an incticing food challenge highlighting their new line of spicy almonds.

The brand partnered with three food influencers to promote the #28XTREMES challenge that has so far received over 11.6B views. One of their sponsored videos with food creator @colincreates received 10.1M views and 322K likes becoming his most viewed video ever. What’s great about Blue Diamond’s success is that it’s evidence that it’s not too late for brands of all sizes to find success on TikTok with the right strategy.

10. Marc Jacobs Perfects TikTok Duets

best brands advertising on tiktok

How did a company that doesn’t have a substantial TikTok presence end up on the list of best brands on TikTok? Marc Jacobs has mastered the art of TikTok duets. The company advertises on TikTok by launching Branded Hashtag Challenges, each time utilizing the TikTok duet feature. Their #PerfectAsIAm campaign in summer 2020 ended with 10.4B views and included duets with Rickey Thompson and three other influencers.

Marc Jacobs followed up with a second #PerfectAsWeAre campaign in June 2021, celebrating Pride and encouraging self-love and individuality. They featured three massive TikTok influencers, Rickey Thompson, Jojo Siwa, and Bretman Rock. Their campaign has now accumulated 13.7B views and more than 2,000K UGC.

11. DICK’s Sporting Goods Makes A Gametime Decision With TikTok Ad Features

best brands of tiktok

With 42.1K followers, DICK’s Sporting Goods doesn’t have the largest TikTok presence in comparison to some of the other brands on this list. Nevertheless, their efforts to experiment with TikTok’s latest ad features have paid off. Their first Branded Hashtag Challenge, #NewFitFeelin, involved six influencers and inspired 1,136 pieces of UGC without using any Branded Effects whatsoever.

The second time around during their #WelcomeBack campaign, they did utilize TikTok’s Branded Effect option. The campaign only launched at the beginning of August, 2021, and it has already accumulated 7,020 UGC. The Branded Effect usage equated to an impressive 500%+ rise in UGC. Because of the brand’s success at making the most of TikTok’s features, we’d consider Dick’s Sporting Goods to be one of the best brands on TikTok in 2021.

12. Chipotle Doubles Up On Influencer Marketing With Exclusive Content

tiktok best brands

A good burrito speaks for itself, but Chipotle essentially turned TikTok into a loudspeaker. Their profile starts out on the right foot with a winning bio: “Less Tok, More Guac.” From there, it only gets better. They share content consistently, and their influencer strategy has layers of success.

While Chipotle continues to work with influencers in traditional influencer marketing campaigns on TikTok, the burrito brand seems to also be taking advantage of ‘content-only’ campaigns. In these influencer partnerships, influencers create branded content, but instead of posting it to their channel, the videos are exclusively posted on Chipotle’s account. This special ingredient of dedicated content allows Chipotle to integrate the benefits of traditional influencer marketing and the benefits of creator produced content.

The burrito-bowl chain also reposts popular content featuring their food, and stays on top of seasonal trends. In our recent study, we found the food/beverage industry accounts for 20% of all Branded Hashtag Challenges. While Chipotle certainly faces competition, Chipotle has one of the best strategies for growth on TikTok.

Top 50 TikTok Creators To Start Following Now

tiktok statistics trends

Top TikTok Creators Are Igniting The New “It” App

TikTok (previously branded as is breaking user growth records as the leading channel of binge-worthy, short-form video content and shows no signs of slowing down.

TikTok is the number one mobile app by global downloads—accumulating an estimated 1.7 billion downloads since the end of 2019. Quarter after quarter, TikTok has shocked users with its adoption — amid privacy concerns and threats of a ban, it continues to crush competitors like Instagram Reels, Triller, and Snapchat Spotlight.

While TikTok has a slightly younger demographic than other social platforms, brands of nearly every category and size have jumped at ways to advertise on TikTok. TikTok’s unique medium supports a niche environment of TikTok creators who have skyrocketed to fame through their innovative and entertaining content.

To learn more about marketing with TikTok’s best creators, see our comprehensive TikTok guide, view high-performing TikTok case studies, or get in touch with one of our TikTok influencer marketing experts.

tiktok creators

50 Most Popular TikTok Creators Reach Over One Billion Followers

Brands are eyeing TikTok creators as an opportunity to amplify their influencer marketing campaigns and cross-promote through the vast networks influencers have built—users ingest paid content that’s relevant and important to both the platform’s audience and brands sponsoring the content.

In our study of Branded Hashtag Challenges, we examined over 500 influencer partnerships on TikTok to determine the most popular TikTok creators brands work with. We’ve compiled the 50 best and biggest TikTok creators on the fastest-growing social platform. In total, the high-profile group of TikTok influencers has garnered more than 1.2 billion followers (more than the population of the U.S., Mexico, and Europe combined, and roughly 19% of the world’s total population- not including China).

1. @charlidamelio – 119M followers

Charli damelio top tiktok creator

In March 2020, Charli D’Amelio officially became TikTok’s most-followed creator—a move that made Charli D’Amelio the Queen of TikTok and dethroned prior front-runner Loren Gray. Charli D’Amelio is one of the first influencers to achieve celebrity status from TikTok.

Charli started creating TikTok content in June 2019 and quickly became famous for her impressive dance moves. As the biggest creator on TikTok, Charli D’Amelio averages 27 million views per video and reportedly charges around $30k per sponsored post. The teen creator maintains longterm brand partnerships with Dunkin’ and Hollister. Charli and her sister Dixie together have a makeup line with Morphe and a fashion line at Hollister.

2. @addisonre – 82M followers

Addison Rae top tiktok creator

Addison Rae Easterling blew up on TikTok after her dancing videos with her mom Sheri went viral. Similar to Charli D’Amelio, TikTok fame has made Addison one of the most recognizable Gen Z icons. In turn, Addison’s personal life and dating history is constantly in the spotlight similar to mainstream celebrities.

In August 2020 Addison posted a TikTok performing the WAP dance and it became one of the most shared TikTok’s of all time at 1.6 million shares. The star has partnered with many top brands like CoverGirl, Skechers, Bounty, and Chipotle.

According to reports, Addison also generated $4 million in MIV for longterm sponsor American Eagle within a six-month period. Addison has her own makeup line, ITEM Beauty, and recently launched her music career in 2021 with her single “Obsessed.”

3. @bellapoarch – 75M followers

Bella Poarch top tiktok

Bella Poarch is one of the fastest growing TikTok stars of all time, gaining 10.3 million followers during the month of August 2020. Her simple lip-syncing video broke records with over 50 million likes and 1.7 million comments. The alpaca-loving Fillipino creator was essentially launched into the influencer world by TikTok’s algorithm and has attracted the attention of brands like NYX Cosmetics and Moncler. Following in the footsteps of similar TikTok stars, Bella Poarch began focusing on a music career in 2021. Her TikTok videos average 44 million views!

4. @zachking – 62M followers

zach king best tiktok creator

Famous for his mind-blowing digital magic tricks, Zach’s storytelling and editing abilities also make him one of the most talented creators of all time.  Zach got his start on Vine, branched out to YouTube, and now his biggest online presence is on TikTok where he frequently stars in influencer campaigns.

His sponsored content does particularly well, with videos sponsored by Chipotle and Sony each reaching over 85 million views. He currently holds the title for the most viewed TikTok (2.2 billion views) for his Harry Potter themed illusion video. TikTok named Zach King their #1 Breakout Creator of 2019.

5. @spencerx – 54M followers

spencerx tiktok star

The self titled “mouth music man”, Spencer X is the beatboxing king of TikTok. The Shluv house member frequently partners with companies like Paramount, Zicam, TUMS, and Walmart, bringing sponsored content to life with his incredible talent.

6. @lorengray – 53M followers

tiktok star loren

Loren Gray is an online celebrity, musician, dancer, and actress, with millions of followers on several social media platforms. Loren has been growing her online following on (now TikTok) since 2015 and more recently began pursuing a music career.

In November 2018, she released a new song called ‘Kick You Out’ on YouTube that received over 1.6 million views in just four days.

7. @dixiedamelio – 53M followers

top tiktok creator dixie damelio

Charli D’Amelio’s rise to fame in turn launched her older sister Dixie into the spotlight. The girls have since leveraged their massive followings into joint projects with brands like Morphe and Hollister. The D’Amelio sisters also recently signed a family reality show on Hulu.

As an individual creator Dixie is most known for her successful music career, her YouTube series “The Early Late Night Show”, and her relationship with TikTok star Noah Beck. Dixie averages 15,000 comments per video.

8. @justmaiko – 50M followers

tiktok creators

Michael Le is the #2 fastest growing TikTok star (second only to Bella Poarch) with over 50 million followers thanks to his creative dance moves. Michael Le is also the most common influencer brands choose to partner with for TikTok Branded Hashtag Challenges.

Some of his sponsors include McDonalds, Invisalign, Got Milk?, Hanes, and Amazon. In our exclusive interview with Michael Le, he shares his best tips to go viral on TikTok, and the factors to consider when working with brands.

9. @babyariel – 36M followers

tiktok creator popular

Ariel Rebecca Martin, known online as “Baby Ariel”, is a 20-year-old social media personality, actress, and vocalist. Previously one of the top-followed users on, Ariel’s short-form video fame has continued on to TikTok, with Time magazine naming her one of the most influential people on the internet.

10. @avani – 35M followers


top tiktok star

Avani Gregg is a popular TikTok creator most known for her makeup looks. Avani received the 2019 Shorty award for TikToker of the year and appeared on the “Forbes 30 Under 30 2021: Social Media” list.

Her content appeals to young teens in the makeup and skincare niche and has attracted brands like Walmart and Fila as sponsors aiming to make an impact within this target demographic. Avani hosts a Facebook show called “Here for it”, where she focuses on social issues.

11. @brentrivera – 40M followers


most popular tiktok creators

Internet star and prankster Brent Rivera rose to fame from his YouTube channel which now has over 10 million subscribers and originally got his start on Vine.

He is now one of the most recognizable online entertainers, often collaborating in skits with his younger sister Lexi Rivera and other popular influencers on Instagram and TikTok.

12. @jojosiwa – 35M followers

Top TikTok Creator Jojo

18-year-old dancer, singer, and actress Jojo Siwa first entered the scene on the infamous reality show “Dance Moms.” She posts daily vlogs on YouTube and is known best for her singles “Boomerang” and “Kid in a Candy Store.”

13. @gilmhercroes – 34M followers

tiktok creator croes

Gilmher Croes is an Aruban social media star known for his short, sweet, and funny lip-sync videos. He shares a popular YouTube channel with his brother called “CroesBros”. His TikToks regularly surpass 3.5 million views, and his top audience segment is in the 25-34-year-old age range.

14. @dobretwins – 30M followers

tiktok stars

Lucas and Marcus Dobre-Mofid, known as The Dobre Twins, rose to fame on Vine and later branched out to YouTube and TikTok. The dancers produce skits, pranks, and vlogs, plus their popular lip-sync videos.

15. @savv.labrant – 30M followers

tiktok top creators

Savannah LaBrant and her young daughter Everleigh reached TikTok and Instagram fame, more recently branching out to YouTube after her marriage to a fellow star. In addition to her nearly 30 million TikTok fans, she has seven million followers on Instagram.

16. @lizzza – 27M followers

Top TikTok Creator Liza

Influencer Liza Koshy got her start on Vine posting short, comedic videos. She moved to YouTube when the platform closed, even interviewing former President Barack Obama. With 17 million subscribers on YouTube, TikTok is now her most followed platform.

17. @jacobsartorius – 25M followers


Top TikTok Creator

Born in Oklahoma, 18-year-old Rolf Jacob Sartorius is a singer and online personality, who turned to social media as an escape from bullying. He rose to TikTok fame in 2015 and released his single “Sweatshirt” that made an appearance on the Hot 100 charts.

18. @jaydencroes – 24M followers

Top TikTok Creator

Slightly less popular than his brother Gilmher, Jayden Croes has still generated quite the following with his comedic TikTok videos. He plays multiple comedic characters across TikTok, YouTube, and Instagram.

19. @laurengodwin – 22M followers

tiktok creators

Lauren Godwin of Houston, Texas, is an influencer most well-known for her goofy and cringeworthy TikTok videos. Brands like Taco Bell, Chipotle, Skittles, Tide, and more have all partnered with the comedic star hoping to reach her audience of over 22 million followers.

Lauren’s attention grabbing TikTok is full of pranks, makeup destruction, and bizarre DIY concoctions that leverage suspense and drama.

20. @jasoncoffee – 22M followers

tiktok influencers

One of the original Vine stars, Jason Coffee’s videos primarily focus on his family life. Today, his videos and posts are reaching new heights on Instagram, Twitter, YouTube, and TikTok.

With Jason’s family-focused content, it is no surprise his children Peyton and Caleb are each TikTok entertainers— with 14 million followers and 8 million followers respectively.

21. @mackenzieziegler – 21M followers

Top TikTok Creator Mackenzie

Mackenzie Ziegler, age 17, originally appeared on Dance Moms. In addition to dancing, she sings, acts, and models. She has released two albums and toured with singer Johnny Orlando, plus made appearances on several TV shows including Dancing with the Stars. Her TikTok account often showcases her eye-catching dance moves.

22. @camerondallas – 18M followers

Top TikTok Creator

Best known for his Vine and YouTube videos, Cameron Alexander Dallas has also reached fame as a TikTok influencer. His audience is over 82% female and his social media popularity has earned him film roles including his own reality show on Netflix.

23. @officalsalicerose – 18M followers

Top TikTok Creator Salice Rose

Salice Rose is a social media personality best known for her online coming out story on YouTube. Her video content is often based on her experiences and travels, but she has also developed a sizable TikTok following through her dancing hobby and skilled comedic timing.

24. @abbyroberts – 17M followers

tiktok creator abby roberts

Abby Roberts, a makeup artist and beauty influencer started posting videos for fun when she was just 11, but in August 2018, her self-taught beauty skills went viral. After befriending internet personality James Charles and recreating some of his looks on Instagram, she acquired thousands of new followers overnight.

She specializes in special effects makeup and rose to fame for her year-round spooky makeup looks. Abby has many brand partnerships with major beauty brands like Morphe and Colourpop.

25. @twinmelody – 17M followers

tiktok creators best

Identical twins Aitana and Paula are best known for their “Juju on Dat Beat” dance video, which has exceeded 30 million views on YouTube. On both YouTube and TikTok, the twins share synchronized choreography videos, covering popular songs.

26. @sarahmagusara – 17M followers

tiktok creators best

Phillipino creator Sarah Magusara was launched into TikTok fame for her choreography, dance skills, and lip-sync content. Recently her videos showcase her passion for fitness and her life as a new mom.

27. @siennamae – 15M followers

tiktok creator gen z

At just the age of 17, Sienna Gomez has established herself as a leader in the body-positivity movement. In this last year, she has gone viral for her comedic content and ability to be vulnerable with her body.

In pure Gen Z mentality, she started her social channel as a spam-account. Her relatability and down-to-earth perspective has turned into a major star – influencing millions of girls around the world.

28. @demibagby – 14M followers

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Demi Bagby is arguably the most recognizable parkour and stunts influencer on TikTok, and was one of the first gymshark-sponsored athletes on the app.

As one of the most sought-out fitness influencers on TikTok, Demi Bagby has worked with known brands of nearly every category including Tide, Google, and Oikos.

29. @maverickbaker – 13M followers

Top TikTok Creator Maverick Baker

Maverick Baker sings alongside his brother, Cash, in the musical duo Cash and Maverick. His TikTok videos frequently show them lip-syncing in outdoor and urban settings.

30. @rybkatwinsofficial – 13M followers

Top TikTok Creator Rybka Twins

Teagan and Sam Rybka are twin acrobats and dancers who once competed on “Australia’s Got Talent.” More recently, they’ve become online sensations with their gymnastics and contortionist act on YouTube and TikTok.

31. @sebastianbails – 13M followers

sebastian bails tiktok

Sebastian Bails is a vlogger and content creator on YouTube and TikTok. He’s most well-known for his collaborations with fellow top TikTok influencer Lauren Godwin. His account features comedic pranks and skits where he portrays multiple characters in costume.

32. @thetoliverfam – 11M followers

tiktok creators

Hailing from Houston, Texas, Dominic Toliver has been creating short-form online comedy for years. His content style combines original lyrics, popular music, and humor.

33. @real.ona – 10M followers

tiktok creator dance

Hailey Orona has been a top creator since 2015, originally gaining interest on Instagram. In addition to selfies, she posts dancing vignettes and lip-sync videos on TikTok. In 2018, she also joined several other social media stars on the Boys of Summer Tour.

34. @amandacerny – 10M followers

Top TikTok Creator Amanda Cerny

Pittsburgh native Amanda Cerny began generating digital star-power on Instagram, Vine, and YouTube, after a background working with traditional media outlets including Comedy Central and NBC.

Her TikTok is now her most-followed platform where 10 million users tune in to her funny skits.

35. @caseysimpson – 9M followers

Top TikTok Creator

Casey Simpson is an actor and internet star best known for his starring role on the Nickelodeon series “Nicky, Ricky, Dicky & Dawn.” As a top creator on (now TikTok) he has been entertaining millions with his short-form videos for over six years.

36. @jaydenbartels – 9M followers

Top TikToker Creator Miss Jay

Jayden Bartels is an actress, dancer, and model with appearances on numerous TV shows. She toured with OG TikTok stars Mackenzie Ziegler and Johnny Orlando, and released her first song “Can’t Help Me Now.” Her TikTok videos often feature her dancing talent.

37. @carsonlueders – 8M followers

Top TikTok Creator Carson

Carson Lueders is a singer-songwriter and actor. He has used his YouTube and TikTok accounts to promote his music, accumulating over a million YouTube subscribers through his popular cover songs and original music.

38. @wisdm.8 – 6M followers

tiktok creator mens fashion

Wisdom Kaye is one of the most recognizable men’s fashion influencers on TikTok. His creative street looks earned him the title of the “best dressed guy on TikTok” and partnerships with brands like Depop, Urban Decay, Prada, IKEA, Revlon and more.

39. @sulheejessica – 6M followers

tiktok creator

In 2020 mother of three Jessica Woo decided to film herself packing school lunches for her children and became an overnight star. Her whimsical bento box lunches offer ideas, recipes, and tricks to transform boring school lunches into joyful art.

Her relatable and aspirational content has all the right ingredients that make Jessica stand out as a top food influencer on TikTok.

40. @sig – 6M followers

sig tiktok star

17-year-old Signa O’Keefe is a powerful influencer on a few platforms. She has over 730,000 Instagram followers and started out on TikTok back when it was still called

41. @ourfire – 6M followers

Top TikTok Creator Our Fire

A brand created by couple Sharla Mae and Chris Kerr, Our Fire has grown in popularity on both TikTok and YouTube after the duo met on Tinder. They’ve since earned badges on TikTok in several categories and have videos sponsored by Hollister, Walmart, Hyundai and Adobe.

Originally famous for their coordinated dance moves, the duo have since switched their focus to gaming and now broadcast their Roblox adventures.

42. @the.navarose – 6M followers

tiktok influencer navarose

In the competative category of TikTok fashion, Alexa Jade, better known as Nava Rose, may have more partnerships with top fashion brands than any other fashion creator on TikTok.

Her versatility as a fashion influencer and eye for aesthetics makes her a key influencer for top fashion campaigns on TikTok. Her incredible talent for styling launched a Q&A series where she solves challenging fashion dillemas—”how to style pink and black without looking edgy?” or “how to style purple with orange?” Rebook, ASOS, DSW, Moncler, are a few brands who have leveraged Nava Rose’s passion for fashion.

43. @tabithabrown – 5M followers

tiktok creators top

Tabitha Brown rose to internet fame by sharing love, positive encouragement, and vegan food tips on her TikTok channel during the 2020 coronavirus pandemic. Her comforting demeanor, casual filming style ,and warm life wisdom earned her the title of “Auntie Tab” from her close-knit audience of five million users.

At 42-years-old Tabitha certainly deviates from the typical “TikTok influencer”, but one look at her comments shows the remarkable extent of Tabitha’s influential presence.

44. @team2moms – 5M followers

tiktok creator

The TikTok account @team2moms is managed by Ebony and Denise, a two-mom family with three young kids. They detail the victories, misconceptions, and struggles that they endure raising a family as partners. With five million followers, the two moms hope to motivate others in the LGBTQ community to live authentic lives.

The pair foster a community through their TikToks — their videos recieve around 2,500 comments per video, with an average engagement rate of 15%. Staples, Kiehls, PINK, Procter & Gamble, and HBO have all held sponsorships with the inspiring family.

45. @lani.baker – 4.1M followers

Top TikTok Creator Lani Baker

American model and blogger Lani Baker is the older sister of TikTok stars Maverick and Cash Baker. It’s clear humor runs in the family as each of Lani’s TikToks are shared over 200 times on average.

46. @rickeythompson – 3M followers

tiktok creator

Internet personality Rickey Thompson entertains millions on TikTok with his bold, larger than life humor. The experienced social media star rose to fame on Vine and is also successsful on YouTube where he films vlogs and storytimes for his 1.2 million subscribers.

The comedian frequently partners with top fashion and cosmetics companies on TikTok looking to leverage his confident personality.

47. @muslimthicc – 3M followers

tiktok creators

Zahra Hashimee behind the handle @muslimthicc, never expected to be a TikTok influencer. Zahra is best known for her light-hearted content, specifically her daily storytimes and “get ready with me” videos.

Zahra also uses her platform to discuss misconceptions of her religion, as a muslim living in the U.S.. Her audience is 75% female and her sponsors include Neutrogena, Walmart, and Converse.

48. @cost_n_mayor – 2M followers

tiktok dance creators

Proffesional dancers Marideth and Austin are behind the popular @cost_n_mayor account. Posting countless hours of choreography to popular songs turned the pair into overnight stars.

GrubHub, Domino’s, Kate Spade, Target, and Cheetos are a few of the brands who have sponsored TikToks with the creators. While they have under two million followers, Marideth and Austin average over half a million views per video.

49. @the.mcfarlands – 2M followers

tiktok influencers

With over two million followers, the McFarland’s have one of the largest family accounts on TikTok. The McFarlands are a sponsored content powerhouse for companies hoping to further their brand association with “family fun.” The father, Dan McFarland, stars and leads the family in comedic skits that are as charming as they are comical.

The McFarlands partnered with Gillette in a 15-second TikTok that has over 80 million views. In our exclusive interview with the McFarlands, they reveal TikTok tips, and how to avoid creator burnout.

50. @luismcervantes_ – 350K followers

tiktok influencers

As a mid-tier TikTok creator with 350,000 followers, Luis Cervantes has already worked with some of the world’s biggest brands: Ray-Ban, Bose, McDonald’s, and Dr Pepper to name a few.

His energetic choreography blends fitness with dance and many notable celebrities have recreated his challenges. While his following is smaller in comparison to most top TikTok creators, his engagement rate climbs over 10%.

100+ Branded Hashtag Challenges: Best Examples, Tips & Trends for Marketers On TikTok

branded hashtag challenge

100+ Branded Hashtag Challenges on TikTok: Campaign Tips & Analysis

As the leading short-form video platform, TikTok is singular from other platforms in its power to encourage user-generated content (UGC), generate communities, and create viral trends that go far beyond the app. Hashtags play an integral role in building these communities by grouping similar content together and allowing for new trends to emerge.

In a TikTok hashtag challenge, a user records themselves doing a specific action or ‘challenge’, inspiring the audience to complete the challenge or reinvent their own version. In this way, hashtag challenges have the ability to tap into the wildfire effect, reaching audiences far beyond the initial following of the first creator’s post.

TikTok estimates over 35% of its user base participate in hashtag challenges, which is why so many companies are sponsoring their own hashtag challenge on TikTok, (called Branded Hashtag Challenges) to build brand recognition and awareness.

branded hashtag challenge

Branded Hashtag Challenges are one of the five different TikTok ad formats (listed below) marketers can choose or combine depending on their budget & campaign objectives:

  1. In-feed Ads
  2. TopView Ads
  3. Brand Takeover Ads
  4. Branded Effects
  5. Branded Hashtag Challenge

What is a Branded Hashtag Challenge?

The Branded Hashtag Challenge is the largest-scale ad format on TikTok and offers the most touchpoints for users to drive mass awareness. The two main components of a Branded Hashtag Challenge are 1) a sponsored banner on TikTok’s Discover page and 2) a sponsored challenge page. It is important to note companies can optimize their reach through additional TikTok ad offerings in combination with the Branded Hashtag Challenge (e.g. TopView ads, In-feed Ads, or a shoppable in-app experience via TikTok’s Hashtag Challenge Plus feature).

Discovery Page Banner

branded hashtag challenge

This placement of the sponsored banner is considered prime real-estate on the app— requiring a minimum of $150,000, which is why Branded Hashtag Challenges are typically utilized by large, recognizable brands.

Sponsored Hashtag Challenge Page

hashtag challenge

When a user clicks on the sponsored hashtag, it leads to the hashtag challenge page which features the brand logo, challenge description, a sponsorship disclaimer, and the ability to link to the company’s website/or a shoppable landing page.

Most companies opt to partner with popular TikTok creators to create “Official videos” that inspire UGC and drive authentic engagement. Leveraging TikTok influencers to create content for your brand’s hashtag challenge not only sets the tone for the challenge but leverages their expertise as a popular creator to drive collaboration and engagement through their loyal audience.

Keep reading to see top Branded Hashtag Challenge Examples or click below to skip to our comprehensive study:

100+ Branded Hashtag Challenges: Analysis, Findings & Campaign Results

3 Examples of Branded Hashtag Challenges on TikTok

Branded Hashtag Challenge #1: Laura Mercier ‘Sets’ a Transition Trend With #ReadySETGo

brands on tiktok hashtag challenge

Laura Mercier promotes their loose setting powder by creating a ‘makeover’ challenge where users showcase the product result before & after using the product itself as a video transition effect. The cosmetics brand enlisted five beauty influencers with a combined reach of 19.6 million to launch their branded hashtag challenge. #ReadySETgo has received over 8.1 billion impressions and 2,500 pieces of UGC.

branded hahstag challenge tiktok

Campaign Takeaways:

  • Laura Mercier integrated their product authentically with front-of-mind placement
  • Establishing a challenge centered around community values (beauty) increased appeal to the target audience
  • The makeup brand included a product giveaway contest as part of the challenge to promote user incentive and engagement

Branded Hashtag Challenge #2: Netflix’s #What’sYourPower Envisions UGC Success

Brands on TikTok Netflix

Netflix is the most frequent advertiser of Branded Hashtag Challenges on TikTok, averaging about one campaign each month. In their #WhatsYourPower campaign, Netflix animated their challenge with an interactive Branded Effect that determined users’ superpowers. The challenge produced over 100,000 user-generated videos and included 6 influencer-created sponsored posts.

Micah Influencer Marketing example

Campaign Takeaways:

  • The challenge inspired creativity by providing users with themed choices
  • Netflix partnered with influencers across different categories (special effects, beauty, comedy, etc.) to reach different targeted audiences and maximize engagement across TikTok’s different communities
  • The challenge brought personality and life to their brand through special effects and allowed users to incorporate real-life scenarios

Branded Hashtag Challenge #3: #ASOSFashunWeek Goes Virtual

Branded Hashtag Challenge

11 fashion/lifestyle influencers created catwalk looks for the campaign and provided coupon codes within their captions. As a part of the Branded Hashtag Challenge, ASOS implemented the Hashtag Challenge Plus feature—allowing users to easily browse products directly within the app via a shoppable Explore tab. The results? Over 10,000 users posted a video using either their campaign sound or Branded Effect. Utilizing influencers, Branded Effects, coupon codes, and TikTok’s built-in shopping experience, ASOS provided multiple opportunities for audience interaction in their #ASOSFashunWeek campaign.

Branded Hashtag Challenge Example

Campaign Takeaways:

  • By optimizing partnerships with top influencers and TikTok’s ad solutions, ASOS created a ‘virtual runway’ where users could explore & purchase products without leaving the social media app.
  • Utilizing a ‘meme’ aspect in their branded sound increased popularity
  • ASOS chose mega-influencers on TikTok with different age/gender demographics to broaden their target audience

Campaign Results & Metrics From Analyzing Over 100 Branded Hashtag Challenges on TikTok

From July 2020 to March 2021, over 105 Branded Hashtag Challenges launched on TikTok. Analysis of these campaigns reveals average campaign metrics, influencer trends, and insights on TikTok advertiser behavior. See our findings here:

The top three most popular types of TikTok Branded Hashtag Challenges are 1) sponsored challenge, 2) contest, 3) Hashtag Challenge Plus. The average duration of a sponsored banner on TikTok’s Discovery page is 3-4 days. An average of 14 brands advertise on TikTok via a Branded Hashtag Challenge every month.

The average Branded Hashtag Challenge generates 6.1 billion views. Samsung’s #VideoSnapChallenge is the highest viewed branded hashtag challenge with over 27 billion views during the studied period.

Top 5 Highest Viewed TikTok Hashtag Challenges:

  1. Samsung: #VideoSnapChallenge, 27 billion views
  2. L’Oréal Paris, Carol’s Daughter, Urban Decay, NYX Cosmetics, and Maybelline: #LetsFaceIt, 16.9 billion views
  3. Bose: #CancelTheNoise, 13.6 billion views
  4. Cheetos: #ItWasntMe, 12.1 billion views
  5. Beats Electronics: #BeatsDaisyChallenge, 10.6 billion views

Brands Advertising On TikTok: Branded Hashtag Challenges

84% of large brands advertising on TikTok through Branded Hashtag Challenges have posted less than 100 videos on their brand’s TikTok account. This finding shows that while brands of nearly every industry are jumping to advertise on TikTok, most brands are still hesitant to commit to TikTok as an active brand channel.

In fact, 11% of brands advertising on TikTok through Branded Hashtag Challenges do not have an official user account on TikTok. Some brands include KOHLER, Marc Jacobs, Midea, Hormel Foods, and Burt’s Bees.

While most brands do not actively post a high volume of TikTok videos to their user account, two top brands Amazon Prime Video and RedBull have established branded channels on the platform. Amazon Prime Video has created over 1,800 TikTok videos, more videos than Addison Rae. RedBull is also one of the largest content-producing brands on TikTok, with over 2,540 TikTok videos.

Brand analysis finds food and beverage companies to be the most frequent industry to advertise on TikTok through Branded Hashtag Challenges. 1) Food/Bev, 2) Entertainment, 3) Beauty, 4) Fashion, and 5) Tech/CPG represent the top five brand advertiser categories.

500+ TikTok Influencer Partnerships Through Branded Hashtag Challenges

Brands typically partner with anywhere from 1-25 influencers per Branded Hashtag Challenge. The chart below shows an upward trend of companies partnering with more TikTok influencers per campaign than they were previously in 2020.

TikTok influencer Michael Le is the most common influencer brands partner with for Branded Hashtag Challenges. In the nine-month period Le created content for seven sponsored challenges:

  • Crocs: #StrapBack
  • Amazon: #PajamaJam
  • Apple: #AirPodsJUMP
  • American Eagle :#InMyAEJeans
  • Got Milk?: #GotMilkChallenge
  • Bliss: #ThisIsBliss

Avani and The Wilking Sisters were also high on the list as the most sought after influencers for Branded Hashtag Challenges. Each influencer participated in five campaigns from July 2020 – March 2021:

  • Avani: Marc Jacobs: #PerfectAsIAm, Amazon Prime Video: #ChemicalHearts, PacSun: #DoPacSun, Essie: #exprESSIEyourself, Fila: #UptheBeat
  • The Wilking Sisters: Marc Anthony Hair Care’s #StrictlyCurls, Amazon’s #PajamaJam, McDonald’s #HereforRMHC, #BoseAllOut for Bose, MAC Cosmetics: #MoodFlip.

Of the 530+ influencers who participated across 105 TikTok campaigns, 68% were mega-influencers, influencers with over one million followers. Mid-tier influencers (50,000 – 500,000 followers) are slightly more preferable to be chosen for partnerships in Branded Hashtag Challenges than macro-influencers (500,000 – 1,000,000 followers), with mid-tier influencers representing 16% of influencers used in Branded Hashtag Campaigns.

Black Friday Marketing: Influencers Boost Sales for Traditional Holiday Campaigns

influencer marketing black friday tiktok instagram

Black Friday Marketing Campaigns With Influencers

Black Friday is the pinnacle of consumerism, a day for brands to promote discounts and drive sales to kick off the vital holiday shopping period.

A study shows around 20% of annual retail revenue comes from holiday sales. With jewelry, department stores, and clothing representing the top three categories most reliant on the influx of holiday shoppers.

With COVID-19 in full effect, retail marketers must consider new methods, channels and strategies in order to market solely through digital and social media channels, break through the competitive marketing noise, and reach holiday consumers effectively.

We examine two recurring Black Friday campaigns and reveal how they are heightening holiday campaign success through strategic influencer partnerships.

REI’s #OptOutside Black Friday Campaign Echoes with Outdoor Influencers

REI influencers black friday

REI’s #OptOutside is arguably the most notable Black Friday marketing campaign to date.

Since 2015, REI has been closing its doors (and website) on Black Friday to encourage its shoppers to spend time outdoors and focus on nature instead of consumerism.

By shifting away from typical Black Friday messaging, and seamlessly upholding its company values, REI’s #OptOutside campaign became an environmental movement with tremendous impact.

The original campaign broke ground utilizing the company’s 12,000 employees as brand ambassadors, outdoor advertising, paid and earned media. The traction gained from REI’s 2015 PR stunt has transformed into a recurring national campaign with over 200 different non-profit partners.


  • To get American consumers outside to explore nature during the largest retail shopping day of the year.
  • Awareness: social media impressions & engagement
  • Increased UGC: In 2015, 1.4 million Instagram users posted content with the hashtag #OptOutside
  • REI opts to become a zero-waste company by the end of 2020


  • Channel: The original campaign heavily utlizied both Twitter and Instagram, REI’s 2020 #OptOutside campaign is focused on branded IG LIVE + Stories takeovers led by popular outdoors influencers and non-profits.
  • Key Influencers: Once reliant on store employees as brand ambassadors, REI now looks towards environmentalist organizations, non-profits, travel + outdoors influencers to amplify their campaign messaging.
  • Small scale, big Impact: REI taps into niche communities by partnering with nano influencers, micro influencers, and smaller-scale organizations in order to generate sizable influence.
REI nano influencer

REI’s partnership with nano-influencer and yoga instructor Adina Crawford received praise and positivity from the brand’s Instagram audience. All of November REI has partnered with smaller influencers to create authentic branded channel content and help build exposure and support for tight-knit social organizations as a part of their environmentalist mission.


  • The chosen influencers authentically uphold the brand values of the campaign which leads to successful, impactful content.
  • Cognizant of COVID-19’s impact on social media, REI transformed their Instagram account to a video channel of informative content from outdoor influencers and adventure experts.
  • By broadening the messaging to include environmentalist objectives, REI expands the campaign involvement for environmentalist organizations and nonprofits.
  • The coined hashtag “#OptOutside” has become so popular with outdoor enthusiasts, there are already 16.4 million hashtag views for #OptOutside on TikTok (a channel REI has not yet developed brand presence on).

Walmart Unwraps Black Friday Deals on TikTok with the Biggest Creators

Walmart influencer campaign black friday

America’s largest retailer Walmart has become synonymous with Black Friday due to its low-cost positioning and its competition based “early bird gets the worm” shopping environment.

In 2019 Walmart became one of the first notable brands (amongst Kroger, Gymshark and other pioneering brands) to advertise on TikTok.

Walmart launched the #DealDropDance, a Hashtag Challenge Plus campaign that allowed users to shop products on Walmart within the TikTok app. Partnering with six top dance creators, the TikTok campaign hashtag generated over 3.6 billion views and collectively reached over 17 million TikTok users.

Building on the previous year’s TikTok success, Walmart launched its #UnwrapTheDeals Black Friday campaign with notable modifications to emphasize online shopping convenience amid COVID-19.


  • To engineer campaign and platform features in order to prioritize convenience for 2020 shoppers.
  • Engage with Gen Z and millennial shoppers to generate product awareness

  • Channel: TikTok
  • Key Influencers: Walmart partnered with six diverse comedy and entertainment influencers. Among the six chosen was powerhouse creator Zach King, bringing the potential audience reach to over 74 million users.
walmart black friday influencers

Walmart partnered with TikTok comedian @muslimthicc to showcase their AI filter Black Friday deals. The campaign also featured TikTok influencer family, The J Family. By broadening its campaign target demographics from its previous Gen Z-focused 2019 Black Friday Campaign, Walmart is able to extend its reach and diversify the potential consumer TikTok audience.


  • Walmart’s 2020 #UnwrapTheDeals campaign generated more reach, comments and views than its 2019 Black Friday TikTok campaign.
  • Within the first two days of the campaign, the hashtag #UnWrapTheDeals hit over 4.4 billion views. The influencer-generated content had an average 10.3% engagement rate, roughly 2% higher than the previous year’s.
  • Expanding the influencer categories from dance to entertainment and comedy allows the retail chain to tap into different target audiences.
  • The brand-made AI filter showcases Wamart’s active Black Friday Deals in an interactive way that’s both convenient for the consumer and keeps the campaign centered around the featured products.
  • UGC: The AI filter was a hit with TikTokers as more than a thousand users posted their own videos with the interactive Walmart filter.

Charli D’Amelio vs. Addison Rae: Who’s The Most Famous TikToker?

Charli vs Addison queen of tiktok

TikTok has had a successful year: avoiding a U.S. ban and continuing to top download charts. The effect of coronavirus on social media has also led to an influx of influencers joining TikTok from Instagram and other channels. If newbie Bella Poarch’s record breaking growth shows anything, it reveals just how competitive the influencer space on TikTok is becoming.

Charli D’Amelio has worn the TikTok crown since March 2020 when she dethroned the long-time lip-syncer Loren Gray. Now with over 100 million followers, Charli D’Amelio is the most followed influencer on TikTok — with fellow dancer Addison Rae close on her heels.

Since Addison Rae shot to fame TikTok fans have loved comparing Charli vs Addison. As the stars continue to dominate headlines for their dance moves and fame as TikTok personalities, we compare their success as TikTok influencers.

Charli D’Amelio vs. Addison Rae — Who’s The Real Queen Of TikTok

                <div style="clear:both"><a href=""><img src="" alt="Charli vs. Addison Infographic" /></a></div>

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Profile Metrics: Charli Has Almost Double The Likes As Addison

At more than 100 million followers, Charli D’Amelio has 30 million more followers than Addison — but almost double the likes as Addison. In fact, Addison’s total likes make up only 55% of Charli’s total likes.

Charli started posting on TikTok only 39 days before Addison, but has 370 more posts than Addison. Addison Rae follows 2,382 accounts on TikTok, twice the number of accounts Charli follows.

Charli vs. Addison By Follower Growth

2020 has proven to be a steady year in TikTok follower growth for both Charli and Addison. Since June, Charli has grown her account an average of 11% in followers each month and Addison is not far behind with a 10% average growth of monthly followers.

On average, Charli has welcomed 7.3 million new followers each month where Addison added 4.8 million monthly. Charli experiences more consistent growth than Addison with her monthly growth remaining between 6-13% during the six month period.

Addison had a slow period of growth in August (collecting only 2% more followers that month) however, September was her highest growth of the period, as the star increased her audience by nearly 18%, an influx of 8.8 million followers in just a month.

Charli D’Amelio Has Over 25.5 Billion Hashtag Views

Charli vs addison hashtag views trending

The Connecticut born TikTok star’s top three hashtags have a whopping 25.5 billion views. Charli’s third largest hashtag is a misspelling of her name — with 870M+ views.

#CharliDamelio has more views than all of Addison’s three largest hashtags combined.

Viral Videos: Addison’s WAP Dance Wins Over Charli’s Renegade

Charli vs Addison best video viral

In August of 2020, Addison Rae posted a TikTok of her doing the popular WAP dance and it quickly became her most viewed video on the platform.

Charli’s most viral TikTok (a huge propeller of her TikTok fame) features the top dancer mastering the Renegade dance and was posted in November of 2019.

With 257 million views, Addison’s viral video beats out Charli’s in all areas of engagement. Addison’s was also very recent showing her continual growth as a TikTok powerhouse.

Additionally, the video has over 1.4 million shares breaking records for the most shared TikTok.

On Average, Which Star Prevails?

When it comes to average video metrics, Charli has a short lead. While Charli has over 30 million more followers than Addison, the girls actually have the same average views per TikTok.

On average, Charli collects more likes, comments, and shares than Addison Rae. The data also reveals that Charli posts more on TikTok, an average of one more post than Addison each day.

How Similar Are Their Audiences?

These demographics (like profile metrics) are a snapshot of the stars’ constantly evolving fan base. Current data shows that Addison Rae has a slightly larger US following than Charli by 3%.

With their current follower counts, Charli and Addison are followed by 26 million and 20 million U.S. TikTok users respectively. Both dancers’ top audience countries are the U.S. and UK, but the third country differs between the two.

Addison’s popularity hails in the Philippines while Charli’s dances appear to be more popular in Mexico. A look into Charli’s audience demographics reveals that she entertains slightly younger followers ages 18-24-years-old, and her followers skew more female than Addison’s. Addison’s followers are 5% more likely to have an iPhone than Charli’s.

Who Is The Better Influencer? (Sponsored Vs. Non-Sponsored Post Engagement)

Addison Rae has done more ads and sponsorships on TikTok than Charli D’Amelio. Addison has 38 sponsored TikToks to Charli’s 28.

While Charli has a higher engagement rate on her non-sponsored TikTok content, Addison has a comparable average engagement rate on her sponsored posts.

Comparing all sponsored TikTok ads between the two, Addison and Charli are neck and neck, with Charli’s average sponsored post engagement rate at 14.9% and Addison’s at 14.3%.

53% of Addison Rae’s ads come from fashion and beauty brands while 13% of her ads are for mobile apps. Charli’s top three ad verticals are fashion (25%), entertainment (21%) and food & beverage (18%).

influencer marketing trends

Competing Sponsorships

  • Hollister Vs. American Eagle
    Since July 2020, Charli and Addison have each become ambassadors for competing U.S. retail companies, Hollister and American Eagle. Like the two fashion brands, the influencers seem to be competing as well, with each dancer posting one sponsored fashion TikTok per month oftentimes within the same week as the other.Addison’s American Eagle campaign has a distinct focus on denim jeans while Charli’s has broadened to include other fashion articles since she launched the #HappyDenimDance and #HcoPartner campaign in July.
  • Beauty Brand Face-Off: Charli Vs. Addison
    Charli received nearly 10 million more views on her sponsored post than Addison did, and her reach is evident by her other winning video metrics; however when it comes to engagement rate, Addison edges out Charli.

Which TikTok Personality Makes More $$?

Charli Addison paid to post how much

Forbes lists Addison Rae as the top moneymaker on TikTok (ahead of Charlie) with a net worth of $5 million. Charli falls second to Addison in net worth with a $4 million estimation.

The Best Influencer Marketing Case Studies: Campaigns From Top Brands, Influencers, & More

best influencer marketing case studies

Influencer Marketing Case Studies From Nearly Every Industry & Vertical

We’ve gathered our most popular influencer marketing case studies that have helped inform and shape the industry, highlighting the most successful advertisers, brands, and social media influencers.

Our studies pull from all different industries, showcasing a variety of influencer partnerships in beauty, gaming, travel, and more. Check out our list of the top 50 influencer marketing campaigns for inspiration in the upcoming year.

Use the directory below to jump to a specific case study, otherwise keep scrolling to see our entire list of the top 50 case studies:

Influencer Marketing Case Studies From Top Brands & Campaigns

Combined with a rapidly growing user base of young millennials and Gen Zers, TikTok has found itself in the enviable position of being the hottest influencer marketing tool of the year. Here are 10 TikTok marketing campaigns that show just how useful the platform can be to brands and marketers.

TikTok campaign example

These popular brands are using small influencers AKA “micro-influencers” to amplify their messaging and create a big impact.

Top microinfluencer campaign CVS

Dunkin’ warms up their influencer marketing strategy by partnering with nano-influencers to generate positive buzz for the company’s new espresso line. Find out how the influencers’ engagement rates fared in light of their small-sized followings.


Gymshark has long leveraged fitness influencers as a top priority in the company’s marketing strategy, so it is no surprise the sportswear company was one of the first brands to dive into TikTok influencer marketing. Read how Gymshark utilizes top top TikTok creators here.


These eight popular brands have adapted and adjusted their marketing initiatives to acknowledge the global health crisis and support their homebound users the right way during the coronavirus outbreak.

See how companies like Oreo, REVOLVE, P&G and more are partnering with influencers on Instagram and TikTok here.

hwo to advertise on instagram

Gillette changes up its traditional sports-centered marketing by fostering a diverse roster of influencers including mommy bloggers, gay influencers, and more.

See the stats from over 40 analyzed Instagram sponsored posts here.


Hilton partners with well-established travel influencers to reveal a proposed list of Seven Urban Wonders, each location spotlighting one of Hilton’s worldwide luxury resorts.

Meet the travel and photography influencers in this case study who continue to bring travel-envy to more than 3 million Instagrammers.


Evaluate the effectiveness of Fabletics micro-influencers and learn about the company’s campaign goals, combined results, ambassador program and more here.

Fabletics influencer brand ambassador

The mobile dating app Hinge partnered with some of Instagram’s most hilarious meme accounts and relatable lifestyle influencers to promote the re-brand of their app to eliminate “swipe-culture.”

Hinge Dating App Example post

89% of marketers consider the ROI from influencer marketing to be comparable to or better than other marketing channels. In the case of Warby Parker, the company attributes their $2 billion valuation to their use of social media influencers.

Check out the eyewear brand’s campaign in this influencer marketing case study.


The mobile gaming industry represents nearly half of the $115 billion global gaming industry. Take a look at how five of the biggest mobile game manufacturers leverage successful YouTube creators to help generate awareness for their most popular apps.

Example of Youtube Gamer

Pantene teams up with African American social stars to leverage influencer-created YouTube and Instagram video tutorials for their #GoldSeriesCollection campaign.

See how Pantene’s targeted campaign reached an engagement rate of over 12% here.

african american pantene

See how lifestyle bloggers with an active following on social media can optimize brand exposure by produce short-form sponsored posts on Instagram, while also creating longer, nuanced content on their respective blogging websites.


The global gaming market is projected to bring in upwards of $120 billion in revenue in 2019 and continue to grow through 2021.

See how Playstation partnered with male and female gamers to increase brand engagement and bridge the gap between tech audiences and gamers here.

Playstation Influencer example

To promote its #FaceAnything campaign, skin care powerhouse Olay looked to nine fearless female influencers to attract a diverse audience, challenge stereotypes, and invite women to embrace their true beauty.

We list the key adjustments influencers and marketers are making to their messaging amid COVID-19.

See the brands & influencers who are making a difference by partnering with health incentivized non-profits.

instagram influencers covid trend

Nike has long partnered with athlete influencers, and as the influencer marketing landscape evolves, Nike continues to adapt by partnering with some of the biggest YouTube influencers to promote its products.

Example of a Nike Influencer

EOS recently launched a lip balm line formulated by top beauty stars around the world.

Our in-depth case study shows the long-term campaign strategy from creation to post-launch: including influencer events, influencer selection, giveaways, unboxings, and more.

EOS Lip Balm flavor ex

Instagram influencers promoting Headspace’s meditation app interact with their followers on a deeper level through engaging discussions and long-form captions.

Check out the mindful app’s case study here.


Pet influencers, luxury influencers, and pro-surfers collaborate with top auto brands to capture a wide range of influencer audiences.

Auto Brands influencer example

Dyson recruited some of the top dogs of Instagram to raise product awareness and generate lighthearted social content. See how humor and relatability helped Dyson’s social reach and brand perception in this influencer marketing case study.


Influencer marketing is a rapidly growing industry with legalities to match. FTC violations and contract breaches are just some of the issues that can devastate a healthy influencer partnership. In this case study example, Alo Yoga and influencer Dana Falsetti tackle the dispute of sponsored content ownership.

AloYoga Influencer

Travel is one of the fastest growing influencer marketing categories, with 40% of millennials weighing the “Instagrammability” of a location before booking a trip.

Check out how travel and lifestyle brand Away partners with influencers to create inspiring modern travel content here.


82% of consumers report that they would follow the recommendations of a micro-influencer.

See how top brands in beauty, CPG, fashion & more find success with their micro-influencer strategy here.

microinfluencer campaign example

Hulu teams up with influencer athletes and gets candid about influencer pay rates in their humorous #HuluSellsOut Instagram campaign.

See the campaign specifics and the results from more than 50 analyzed sponsored posts here.

hulu influencer marketing

Luxury jewelry brand Tiffany and Co. partners with Jack Morris, a millennial travel influencer, to spotlight the company’s sustainability efforts.

Check out our Tiffany & Co. case study here.

Tiffany and Company Travel Influencer

Coca-Cola experiments with micro- and macro-influencers in their latest global Instagram influencer campaign. Utilizing fewer than 30 diverse influencers, see how they managed to generate an average engagement rate over 8%.

Coca Cola Influencer

Last February, just over half (54.7%) of U.S. adults celebrated Valentine’s Day by buying gifts for their significant others, friends, or pets. Estimated spending reached $19.6 billion, just short of 2016’s record $19.7 billion. See how five brands touch on consumers’ conflicting emotions towards the holiday to speak to a wide variety of audiences.

Valentines Day Influencer

Mike Bloomberg, 2020 presidential hopeful reached over 60 million users by partnering with the most popular meme accounts on Instagram. See the twenty sponsored posts and learn social media’s reaction to the political takeover.

fuck jerry bloomberg

Doritos shows the true power behind TikTok with their SuperBowl #CoolRanchDance ad featuring Lil Nas X.

See how the hashtag challenge campaign turned success from TV to TikTok here.

TikTok Hashtag Challenge Doritos Case Study

80% of marketers found influencer marketing to be effective for their marketing goals, based on our 2019 survey. Ancestry DNA has taken advantage of the millennial travel trend by partnering with mid-tier Instagram influencers in their influencer marketing campaign based on #DNATravel.

Ancestry influencers

KFC is known for its bold non-traditional marketing initiatives, they were one of the first non-gaming brands to advertise on Twitch, and earlier this year they embraced one of the year’s top social trends in a CGI influencer campaign starring Virtual Colonel Sanders, complete with concordant brand sponsorships.

cgi influencer

Oakley takes their affiliate program to the next level by sponsoring more than 15 top influencers’ competitive pursuits.

See how the sportswear company grew their social presence while generating ROI in this Instagram case study.


Choosing the right influencer for a one-off influencer campaign is a detail-oriented task based on plenty of make or break variables. See how Bumble’s multi channeled influencer partnership with celebrity athlete Serena Williams, proved to be a match made in brand authenticity heaven.

Bumble Superbowl Influencer Marketing

87% of consumers stated they would purchase a product based on values—because the company advocated for an issue they cared about. Underwear brand MeUndies has formulated a strong and consistent value-oriented influencer marketing strategy to boost awareness of their company’s progressive, ethical, social, and environmental initiatives.

MeUndies Example

Brands such as American Express, Peet’s Coffee, Reef, HP, and more capitalized on the substantial social trends surrounding Coachella by collaborating with social media stars to create brand-sponsored content while at the event.

Influencer at Coachella

Many brands and advertisers opt to pause, postpone, or redirect their marketing efforts amid a recession or pandemic.

Here are 6 brand case studies that show how companies in different verticals have repositioned their marketing amid COVID-19 and the onset of the 2020 recession.

Biotechnology company 23andMe looked to increase awareness of their genetic testing services and looked towards YouTube creators and Instagram influencers to share their own personal identity narratives.

23 and Me Influencers

Instagram now has over 1.5 billion active users and the app has become one of the top platforms for influencer marketing. See how three of the largest U.S. brands leverage multiple American Instagram influencers for their social media power, and how an Olympic-favorite brand fits non-athlete influencers into their strategy.

Influencers for the Olympics

With 15 million daily active users and the average user spending 95 minutes on the streaming site, Twitch is not a platform to pass over for influencer marketing campaigns. Its popularity is increasing so rapidly that brands outside gaming are competing for a position in this new marketing environment.

Check out our Hershey’s brand case study featuring two of the biggest Twitch streamers.

hersheys marketing

Airbnb welcomes home mega-influencers and achieves immense campaign reach in this Instagram case study.

Airbnb Sponsored Instagram Post

American Express works with #AmexAmbassadors” on Instagram to promote its Platinum card. See the campaign details here.

Example of Tash Oakley Influencer campaign

Fast food giants go head to head with influencers. In the three different Instagram campaigns, learn how each mega-brand leveraged social media stars to highlight new menu items and super size their reach to Millennials.

Subway fast food Infuencer

Target partners with a diverse group of social media stars to spread body positivity on Instagram.

Influencers at Target

Top tier influencers and social media personalities partner with Chase to generate “better banking” awareness. See how leveraging these stars helped Chase resonate with Millennials on Instagram.

chase bank influencers

A close-up look at competing brands Nikon and Canon and how they each approach influencer marketing campaigns by working with well-established photography influencers.

Influencer for Canon camerca

Pottery Barn warms up with bloggers over the holiday season to generate festive curated content.

Influencer for Pottery Barn

See how Uber gains marketing momentum and drives promotion success among Millennials with fashion and lifestyle influencers.

Learn the Instagram case study specifics here.

Google, Samsung, Xfinity, and others partner with tech and non-tech influencers as well as vloggers in YouTube campaigns that generate millions of views from their niche audiences.

Example of YouTuber Campaign

Discover how alcohol brand Budweiser launched the #ReactionChallenge campaign with five (mostly) Latin-American YouTube influencers as a component of a giant international sponsorship for the 2018 FIFA World Cup Russia.

Example of Budweiser Influencer