5 Up-and-Coming Brand TikTok Accounts of 2024

June 19, 2024
By
Kelsie Rimmer

TikTok continues to be a powerhouse platform for brands looking to engage with audiences innovatively and authentically. As we cruise through 2024, several up-and-coming brands are making waves on TikTok, employing unique strategies to capture their audience and tap into the zeitgeist of short-form video content.

Want to know how to grow your brand on TikTok? Here are five brands you need to watch out for on TikTok this year, featuring tips, tricks, and insights into their strategies and success. 

1. Little Moons

Quaint mochi ice-cream brand Little Moons went viral on TikTok back in 2021, with users sharing their experiences searching for their desserts in large supermarket chains. This sparked a trend encouraging audiences to find the yummy snack – the hashtag #littlemoons now has over 460 million views, and the brand @littlemoonsmochi has over 313k followers. 

But going viral isn't everything! Since the trend took off, Little Moons has built sustainable growth off the back of its virality, keeping consistent with its content. Their feed features a blend of mouth-watering foodie content, and comical videos showing the Little Moons team craving and looking for their treats. By regularly bringing new videos to the table, jumping on trending sounds (like "Girl Dinner" and "Hi Barbie,") while also maintaining its bespoke, relatable brand identity, the brand is taking full advantage of its TikTok head start.  

Takeaway: Going viral isn't everything! Generate sustainable growth by building your following with regular, on-brand content and keep your audience coming back for more.

2. Joe Gibbs Racing

Talk about a dark horse  – Joe Gibbs Racing has only been doing TikTok for six months and already have 8.4K followers and 15.7M views (more than all their other social media channels combined). How? Consistency and variety!

Throughout the short time they've been on TikTok, they've posted at least one video per day, experimenting with various types of content – such as behind-the-scenes videos, comedy content, racing clips, and more to keep their audience engaged and draw new followers in. 

Takeaway: Consistency and variety are key. Posting regularly and experimenting with different types of content can help you find your niche and figure out what works best at the start of your TikTok journey.

3. Chipotle

Next up is a little brand called Chipotle. Ever heard of it? While Chipotle is obviously an incredibly well-known and successful business, they're pretty new to TikTok – and they're killing it. 

Boasting an iconic TikTok bio, "Less Tok, More Guac," Chipotle immediately establishes itself as the TikTok personality hire. Focusing on posting consistently hilarious content, their videos are fun, creative, and instantly recognizable. They engage with their community by responding to comments and encouraging followers to participate in campaigns and challenges, such as their #boorito campaign last Halloween, which garnered over 4 billion views.

Chipotle has also leveraged influencer marketing for fast growth: the search term "Chipotle" now has over 7.1 billion views, most of which are user-generated. They’ve collaborated with influencers like @pete_eats and @tooturntmom to create engaging content, helping them reach a whopping 2.3 million followers and 55.3 million likes.

@chipotle

Chipotle boys 🤝 green flag

♬ original sound - Chipotle

Takeaway: Engaging with your community and leveraging influencer marketing can massively boost your brand's visibility and interaction on TikTok.

4. Cider

As a clothing brand that gained fame through social media, Cider approaches its TikTok presence with the same strategy as top content creators, positioning itself as an authentic and relatable influencer. Growing its following to a substantial 898.3K followers and 4.6M likes, its engaging content, smooth transitions, and pop-culture references make followers feel like they’re simply following one of their besties.

Frequently sharing hauls from well-known influencers and everyday customers, they've cultivated an empowered and loyal community. As an affordable and accessible brand, Cider also stays on top of TikTok trends, making their account one to follow closely

@shopcider @actuallyadrienne me changing 15 times before walking out the door 🫶🤭 #shopcider @actually_adrienne ♬ original sound - Cider

Takeaway: Embrace the role of a content creator for your brand and actively involve your followers to foster a connected and invested community. Plus, keeping on top of trends is key! 

5. Vessi

Vessi is an up-and-coming Canadian waterproof footwear brand quickly approaching 200,000 followers on TikTok. But how have they grown so fast? By using giveaways.

Through their unique duet giveaway strategy, they've massively grown their community, brand awareness, and revenue in just under a year, generating a ton of user-generated content for their feed!

In addition to giveaways, their feed features a ton of this authentic content, showcasing influencers and everyday users alike testing their shoes in challenging conditions and real-life scenarios where their products shine, from muddy hikes to everyday urban adventures.

@vessi 🎶 It has the juice 🎶 and keeps juice out of your shoes #vessi #waterproofshoes #corn ♬ It's Corn - Tariq & The Gregory Brothers & Recess Therapy


Takeaway: Use competitions to generate UGC, and focus on creating relatable content showcasing your products in real-world scenarios to develop a genuine and relatable brand presence.

Final Thoughts

The success of these up-and-coming TikTok brands in 2024 demonstrates the power of authenticity, high-quality content, community engagement, and playing into your brand’s unique personality.

By learning from their strategies, we hope you feel inspired to enhance your TikTok presence to connect more deeply with your audience. Keep experimenting, stay authentic, and, most importantly, have fun with your content!

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