10 Brands with the Biggest TikTok Followings

TikTok may have started as a hub for dance challenges and viral stunts, but it’s also become an essential playground for major brands. In just a few years, companies across industries—from fashion and sports to tech and entertainment—have cracked the TikTok code to captivate millions of followers worldwide. By embracing short-form video’s playful, interactive nature, these brands create everything from behind-the-scenes peeks and comedic skits to meme-worthy moments and creative challenges. The result? Deep audience engagement that turns casual scrollers into loyal fans. Whether it’s an iconic sports club sharing jaw-dropping highlights or a fast-fashion retailer inspiring user-generated “haul” videos, top brand accounts on TikTok are proving that if you match the platform’s energy, your content can reach and resonate with global viewers.

10. Chipotle (@chipotle) – 2.5 Million Followers

(Food/Fast Casual)

Chipotle was among the first restaurant chains to fully embrace TikTok, and it remains a shining example of how to connect with a younger customer base. The brand’s feed brims with comedic sketches, dance challenges, and user-generated #ChipotleHaul content. Notably, brand challenges like #ChipotleLidFlip (where fans flipped bowl lids) and #GuacDance for National Avocado Day both went insanely viral, each amassing hundreds of millions of views. The #GuacDance event even led to Chipotle’s biggest guac sales day ever. By injecting humor, tapping special occasions, and awarding freebies, Chipotle motivates fans to create content, effectively turning the brand’s customers into creators. The brand also posts behind-the-counter clips, staff skits, and collaborations with popular TikTok personalities. By speaking TikTok’s playful language, Chipotle has built a large, active following that translates to real-world enthusiasm for burritos.

9. Porsche (@porsche) – 4.2 Million Followers

(Automotive)

Luxury carmaker Porsche has embraced TikTok to reach younger, trend-savvy audiences. Its feed merges glamorous car visuals—like a 911 roaring around scenic tracks—with playful influencer collaborations that highlight the brand’s lighter side. For example, Porsche has featured comedic or fashion-oriented TikTok creators, letting them show the cars in unconventional, trendy ways. There’s also cat content (like a cat co-pilot in a Porsche) that taps into pet-lovers and comedic #foryoupage tropes. By not taking itself too seriously and infusing humor, Porsche appeals beyond gearheads to more casual fans. This strategy yields strong engagement—people come for the sleek motorsport aesthetic but stay for the fun twists aligned with platform culture. The brand also does occasional influencer takeovers or short skits featuring iconic Porsche models, offering fans a behind-the-scenes glimpse into automotive luxury.

8. SHEIN (@shein_official) – ~10.0 Million Followers

(Fashion Retail)

Online fast-fashion retailer SHEIN thrives on TikTok by turning customers into brand ambassadors. The brand’s feed is loaded with vibrant “haul” videos, styling ideas, and user-generated fashion content. In fact, the #SHEINHaul trend—where fans show large clothing orders—went massively viral, garnering billions of hashtag views. SHEIN also runs style challenges and partners with thousands of micro-influencers who incorporate SHEIN outfits into their daily videos, creating a constant stream of promotional content. By fueling this wave of user posts, SHEIN keeps brand visibility high among Gen Z. While critics question fast-fashion sustainability, from a social media standpoint, its community-driven approach has propelled it to around 10 million followers on the official account. The brand’s success shows the power of everyday user posts and viral haul videos to spark unstoppable brand buzz.

7. Huda Beauty (@hudabeauty) – 10.6 Million Followers

(Beauty)

Founded by influencer Huda Kattan, Huda Beauty has become a top beauty brand on TikTok. Its feed thrives on makeup tutorials, product showcases, and relatable humor. Many videos star Huda herself, showcasing new products or demonstrating quick tips—a personal approach that fosters trust. The brand also catches onto trending beauty challenges (like transformation reveals or ASMR skincare clips), often featuring a cameo from Huda or the brand’s ambassadors. This consistent, personality-driven style resonates with viewers, who feel they’re getting real advice from a beauty guru. Huda Beauty was reported as the number-one beauty brand on TikTok for follower count and engagement, outpacing major competitors. A key example was their influencer collaboration for an “icy-themed” makeup palette, prompting fans to recreate frosty looks. By combining professional makeup expertise with an influencer’s authentic persona, Huda Beauty seamlessly translates short-form videos into brand loyalty and strong product sales.

6. Duolingo (@duolingo) – 16.8 Million Followers

(Tech/Education)

Language-learning app Duolingo is a viral darling on TikTok, credited to its hilariously offbeat strategy starring their green owl mascot. Rather than focusing on language lessons, Duolingo’s feed bursts with comedic skits where the owl engages in trending audios, “stalks” users who skip practice, or jokes about a pop star obsession. This comedic persona, orchestrated by its social media manager, propelled Duolingo from a modest following to millions in under a year. The brand also duets fan videos and responds to comments with playful roasts, fueling a sense of inside jokes. This approach was a bold departure from typical brand style, leaning into pop-culture references and outrageous humor. The result: Duolingo soared to nearly 17 million followers, and many marketing experts praised it as one of the funniest brand accounts on the platform. By personifying the brand as a sassy, unstoppable owl, Duolingo turns an educational app into comedic gold, capturing widespread audience love.

5. Red Bull (@redbull) – 17.0 Million Followers

(Beverage/Extreme Sports)

Energy drink giant Red Bull is essentially a media powerhouse, and its TikTok underscores that content-first approach. Rather than showing product ads, Red Bull’s feed bursts with adrenaline-laced sports clips—BMX stunts, cliff diving, skateboarders landing insane tricks, and other feats of daring. Each short, high-energy video aligns with the brand’s “Gives You Wings” slogan, focusing on action over direct promotion. By celebrating extreme sports culture, Red Bull taps into the Gen Z appetite for thrilling short-form videos. The brand also occasionally embraces comedic angles or trending audios, but the anchor is always high-octane sporting content, often featuring Red Bull-sponsored athletes. This unwavering “adventure and adrenaline” identity has propelled Red Bull to 17 million followers, illustrating how a brand can be recognized as an entertainment channel, fueling brand affinity through jaw-dropping visuals and inspiring challenges.

4. Netflix (@netflix) – 47.1 Million Followers

(Entertainment/Streaming)

Streaming giant Netflix nails TikTok by blending its shows and films with playful, fandom-driven videos. The account regularly posts comedic clips, behind-the-scenes moments, or cast cameos set to trending audios. Netflix fosters hype by referencing upcoming releases or surprising fans with new scenes, hooking viewers who want to keep up with the latest. They also run community challenges, inviting fans to re-create show scenes or jump on official hashtags (like for Squid Game or Wednesday). This synergy of comedic short-form teasers and fan interaction consistently drives high “want-to-watch” impulses among viewers. With nearly 50 million followers, Netflix proves how entertainment companies can harness TikTok’s youth culture. By speaking the platform’s language—funny, interactive, and pop-culture-savvy—Netflix turns casual scrollers into loyal watchers, generating massive buzz for its series and films.

3. ESPN (@espn) – 52.0 Million Followers

(Sports Media)

ESPN soared on TikTok by curating offbeat and comedic sports moments beyond standard highlight reels. Alongside buzzer-beater or slam dunk clips, ESPN features entertaining content like bizarre sports bloopers and a skateboarder’s best trick. The brand invests in short, hype-worthy posts specifically for TikTok, appealing to Gen Z and casual fans alike. ESPN also plays with trending memes, overlaying sports footage on popular sounds to spark shareability. This strategy helped ESPN add millions of followers in just one year. They incorporate cameo appearances from ESPN personalities and illusions to big sports stories, bridging mainstream coverage with playful short videos. By stepping away from purely professional coverage in favor of quick, meme-ready sports entertainment, ESPN built a 50M+ following that cements it as the top sports media brand on TikTok.

2. Real Madrid (@realmadrid) – 56.3 Million Followers

(Sports/Entertainment)

Spanish soccer powerhouse Real Madrid boasts one of TikTok’s largest brand followings overall. Their feed is packed with thrilling game highlights, star player moments, and behind-the-scenes club footage. Quick cuts of epic goals or training ground brilliance—often set to trending music—frequently go viral among both hardcore fans and casual viewers. The account also embraces TikTok-wide memes or dance challenges featuring players, adding a playful twist. This approach cemented Real Madrid as the most-followed sports team on TikTok. By showcasing iconic athletes (past and present) and mixing energetic sports clips with pop-culture references, the club attracts fans worldwide. It’s a masterclass in leveraging star power to drive unstoppable short-video engagement, far beyond the typical 90-minute match highlight tradition.

1. TikTok (@tiktok) – 88.6 Million Followers

(Social Media/Technology)

Fittingly, the platform’s own official account stands as the most-followed brand on TikTok. It regularly reposts viral user videos, spotlights trending challenges, and offers cameo appearances by top creators. This self-referential approach keeps users engaged, as they can see the “best of TikTok” and feel part of a global community. The account also teases new platform features or runs official events (like big hashtag challenges), effectively guiding user behavior. Its high discoverability in the app further propels follower growth. By showcasing trending content, shining a spotlight on new creators, and celebrating the app’s culture, @tiktok fosters the sense of an ever-evolving, inclusive space. This approach cements the platform’s own brand identity as a champion of creativity—and, naturally, results in the biggest brand following on TikTok.

Final Thoughts

These 10 brand accounts demonstrate that success on TikTok goes far beyond traditional ads. From Chipotle’s comedic food challenges to Duolingo’s sassy owl skits, and from Real Madrid’s star-studded highlights to Netflix’s pop-culture memes, each brand nails a unique content strategy suited to TikTok’s short-form, trend-driven culture. Whether the approach is comedic, sports-focused, or purely trend-based, they all share a willingness to experiment, engage fans, and adapt to the platform’s playful style. For marketers or creators looking to boost their TikTok presence, these accounts offer inspiration—showing that authentic, entertaining content can produce millions of followers and immense brand love on one of the world’s fastest-growing social platforms.

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