While most brands are still trying to figure out TikTok, some have already cracked the code. In 2024, we've watched brands not just go viral, but build sustainable engagement that translates into real business growth. As TikTok enthusiasts ourselves, we’ve been analysing what separates the winners from the wannabes.

Here are five brands that didn't just stumble into viral moments - they systematically built TikTok strategies that work.

1. Duolingo: The Unhinged Mascot That Became a Culture Creator

The Numbers That Matter:

• Grew from around 40 million monthly users in 2021 to over 100 million monthly users in the second quarter of 2024

• Nearly 7 million followers and over 147 million likes on TikTok

• Generated 376.47 million views with 54.13 million engagement from December 2023 to February 2024

What Made Them Viral: Duolingo's secret weapon isn't their language learning app, it's Duo the owl's unhinged personality. The brand gets and excels at TikTok marketing because it’s realised that gen Z - TikTok's predominant audience - wants authentic POVs nowadays

Their approach breaks every corporate social media rule:

• Duo gets "thirsty" for celebrities like Dua Lipa and Ryan Reynolds

• They create absurdist content that barely mentions language learning

• They discovered that being entertaining first and highlighting their message second was key to their success

The Content Formula:

• 60% pure entertainment (memes, trends, chaos)

• 30% educational content disguised as entertainment

• 10% direct product promotion

Key Takeaway for Brands: What makes this approach a recipe for engagement success is the relatability factor. TikTok users are all about what's happening now. Your brand personality needs to feel like a real person, not a corporate account.

2. Rare Beauty: Authentic UGC That Drives Sales

The Strategy That Works: While other beauty brands focus on perfect content, Rare Beauty built their TikTok presence around authentic user-generated content and mental health advocacy.

What They Did Right:

• Embraced "imperfect" makeup tutorials

• Leveraged Selena Gomez's authentic mental health messaging

• Created products that look good in TikTok's vertical format

• Encouraged customers to share real, unfiltered experiences

Content Performance Drivers:

• Before/after transformations using their products

• Mental health awareness integrated with beauty content

• Celebrity founder who actually uses the platform authentically

• Product demos that work in 15-60 second formats

Business Impact: Their TikTok strategy directly correlates with becoming one of the fastest-growing beauty brands, with viral moments consistently driving product sellouts.

3. Scrub Daddy: Product Demos That Don't Feel Like Ads

The Viral Formula: Turning mundane product demonstrations into must-watch content by focusing on satisfying cleaning transformations.

Content Strategy Breakdown:

• Satisfying Content: Before/after cleaning videos that trigger ASMR responses

• Educational Value: Teaching cleaning hacks using their products

• Trend Integration: Adapting popular sounds and formats to cleaning content

• Problem-Solution Format: Showing relatable cleaning struggles with quick fixes

Why It Works:

• Appeals to the "satisfying content" trend that dominates TikTok

• Solves real problems people have

• Products are visually interesting and demonstrate clear value

• Content is easily copied by customers

Lesson for Service Businesses: Even the most mundane of products can produce satisfying, educational content that showcases expertise without being boring.

4. Ocean Spray: When Organic Moments Meet Smart Amplification

The Moment: Nathan Apodaca's skateboarding video to "Dreams" by Fleetwood Mac became one of TikTok's most iconic moments, featuring Ocean Spray cranberry juice.

The Smart Response: Instead of trying to control the narrative, Ocean Spray:

• Gifted Nathan a truck filled with their products

• Created their own version of the video

• Amplified the organic moment with paid promotion

• Collaborated with Nathan for follow-up content

What This Teaches Us:

• You can't manufacture authentic viral moments but you can amplify them intelligently when they happen

• Quick response time is crucial (they responded within days)

• Supporting the creator is better than trying to steal their thunder

Long-term Impact: This moment didn't just spike sales temporarily, it repositioned Ocean Spray as a culturally relevant brand for younger audiences.

5. Fenty Beauty: Inclusive Challenges That Build Community

The Approach: Fenty Beauty's TikTok success comes from creating challenges and trends that celebrate diversity rather than enforcing beauty standards.

Winning Content Types:

• Shade Match Challenges: Users finding their perfect foundation match

• Transformation Content: Focused on enhancing natural beauty (a world away from some other brands in the space)

• Behind-the-Scenes: Rihanna's involvement feels genuine

• Inclusive Tutorials: Content that works for all skin tones and types

Community Building Strategy:

• Features real customers, not just influencers

• Creates hashtags that encourage participation

• Responds to user content personally

• Makes everyone feel represented

Business Results: Their inclusive approach on TikTok directly supports their market position as the beauty brand that works for everyone.

The Pattern Behind the Success

So after keeping an eye on trends and success across TikTok in 2024, here's what actually works:

1. Entertainment First, Promotion Second

Branded challenges on TikTok boast a 34% average engagement rate, which is significantly higher than most other content types on the platform. But the challenges that work are genuinely entertaining.

2. Authenticity Over Production Value

High production value can actually hurt performance. TikTok users prefer content that feels real and relatable.

3. Trend Integration, Not Trend Following

Successful brands don't just copy trends, they adapt trends to fit their brand personality and message.

4. Consistent Personality

Every piece of content should feel like it comes from the same "person". Your brand personality needs to be consistent and recognisable.

5. Community Over Followers

Focus on building an engaged community rather than just accumulating followers. Foster genuine connections, leverage viral trends, and encourage meaningful engagement to target Gen Z.

What This Means for Your Brand

Whether you're a startup or an established company, TikTok success isn't about having the biggest budget, it's about understanding the platform's culture and speaking its language.

Start Here:

1. Define your brand's TikTok personality (it can be different from other platforms)

2. Create content that entertains first, sells second

3. Engage with trends in your unique way

4. Build community through challenges and user-generated content

5. Be prepared to respond quickly when organic moments happen

Budget Reality Check: You don't need a massive budget to succeed on TikTok. Duolingo's most viral content is often created in-house with minimal production. What you need is creativity, consistency, and a willingness to take risks.

Ready to turn your brand into TikTok's next viral success story? Creating content that resonates with TikTok's algorithm requires more than just posting regularly. It requires an understanding of the platform's unique culture and your audience's behavior. Our team specialises in developing TikTok strategies that drive real business results, from viral moment amplification to sustainable community building. Let's talk about your brand's viral potential.

Schedule a call with a member of our team today and get a headstart on your 2026 strategy!