How The Big Brands Use TikTok (and What You Can Learn From Them)

Let's break it down. First, the strategies. Then, real examples. And finally, how to do it yourself.

4 TikTok Tactics Big Brands Use And That You Can Use Too

Successful TikTok marketing usually falls into one of four categories. These are the methods behind the madness the strategies that actually work:

1. User-Generated Content (UGC)

UGC is when your customers make content for you. It's not your product video it's their video about your product. TikTok users trust UGC more than traditional ads, because it feels honest, unpolished, and real. That trust = clicks, engagement, and sales.

2. Behind-the-Scenes & Staff Content

Show people how the sausage gets made. Literally or metaphorically. Behind-the-scenes content makes your business feel human, relatable, and interesting even if it's just you packing boxes at midnight.

3. Viral Challenges & Trends

This is the stuff TikTok was born for quick, funny, or satisfying things that people can imitate. Create your own trend or jump on an existing one. Either way, you're inviting your audience to play along.

4. Influencer Collaborations

Teaming up with someone who already has an audience can give your brand a quick credibility boost. And no they don't have to be famous. In fact, “nano-influencers” (under 10K followers) often get better engagement for less cost.

Real-World Brand Examples (and How You Can Steal Their Playbook)

Let's look at how the biggest brands in the world use each tactic and what you can steal, simplify, or remix for your own business.

USER-GENERATED CONTENT (UGC)

Lay's #DoUsAFlavor

What they did: Lay's asked TikTok users to suggest new chip flavors via video. Influencers and celebrities reacted to the best submissions, boosting the campaign's reach.

Why it worked: People love being heard. By involving users in the product process, Lay's built loyalty and got free content in return.

Your version: Ask your audience to name your next product, service, or flavor. Feature the winners. You don't need celebrities just comment and celebrate them like humans.

Laura Mercier #ReadySetGo

What they did: Users filmed before-and-after makeup transformations using Laura Mercier products for a chance to win a product kit.

Why it worked: Authentic, visual proof made by real people.

Your version: If you sell anything visual (jewelry, skincare, fashion, food), ask users to post transformation content. Offer a small reward or just repost your favorites.

BEHIND-THE-SCENES / STAFF CONTENT

🌯 Chipotle #ChipotleLidFlip

What they did: A Chipotle employee casually flipped a bowl lid in a cool way. The brand turned it into a viral challenge.

Why it worked: It was easy, satisfying to watch, and connected directly to the product.

Your version: Show something quirky or repeatable your team (or you) does. Packing an order? Making coffee? Sketching a design? Film it and make it a mini-challenge.

VIRAL CHALLENGES & TRENDS

Poppi Super Bowl Vending Machine

What they did: Poppi sent bright vending machines filled with soda to 30+ influencers, who unboxed and posted the experience.

Why it worked: It was visual, different, and designed to be filmed.

What almost backfired: Some viewers thought it was over-the-top and wasteful.

Your version: You don't need a vending machine. Wrap your product creatively, add a personal note, or make your packaging fun to open. Ask your customers to film unboxing it.

INFLUENCER COLLABORATIONS

KFC Lili Hayes as Colonel Sanders

What they did: KFC partnered with TikTok creator Lili Hayes (4.4M followers) to promote their new chicken sandwich using TikTok's TopView ad (the first thing users see when they open the app).

Why it worked: Lili's chaotic, lovable style matched TikTok's vibe perfectly and the ad got over 220 million views.

Your version: Don't pay for a big-name influencer or ads. DM someone in your niche with 5,000 followers. Offer free product in exchange for a video. Choose creators who feel aligned with your brand not just anyone with reach.

What All These Campaigns Did Right

Despite different industries, budgets, and vibes, the best TikTok campaigns all have this in common:

• They feel real. TikTok punishes anything too polished or salesy.
• They're easy to copy or engage with. Simplicity wins.
• They give clear instructions. “Post a video doing ___” is better than “Share something!”
• They create community. People feel involved not sold to.

What You Can Do Right Now (Even With $0)

Here's your TikTok starter pack:

• Choose a tactic: UGC, BTS, Challenge, or Collab.
• Come up with a simple idea something anyone can copy or try.
• Create a branded hashtag (short + easy to remember).
• Post your first video with the challenge or prompt.
• Invite people to participate. Engage with everyone who does.
• Repost, comment, duet, stitch show love.
• Optional: Use Superviral.io to give your post an early boost in views, likes, or followers.

How to Measure If It's Working (Without Being a Data Nerd)

You don't need fancy tools. These 5 metrics will tell you what's working:

Metric

What it Means

What to Aim For

Engagement Rate

Likes/comments/shares vs. views

5–10% is great for small brands

Views

How many people saw it

Track growth no set number

User Participation

How many people joined your challenge

Even 5–10 is a win

Conversions

Clicks, signups, or purchases

2–3% click-through is solid

Brand Mentions

How often you're tagged or mentioned

Track manually via search

Final Thoughts: You Don't Need a Big Budget to Go Big on TikTok

Here's the truth: Big brands get attention because they act small. They let real people help tell the story.

And small brands? You already are real. You already know your audience. You don't need a TopView ad or a viral vending machine.

You just need to start.

So grab your phone, film something simple, post it with confidence and watch what happens when you invite your community to join in.