TikTok Success Stories: Effective Strategies for Growing on TikTok in 2025

TikTok has become a key platform for brands, influencers, and creators looking to grow on TikTok and connect with massive audiences. In recent years (2023–2025), we've seen numerous TikTok success stories where public accounts achieved significant growth in followers, views, and engagement. Below, we explore real-life examples from different industries and niches, analyzing TikTok strategies that drove their success. Each case highlights what they did from the start, what type of content worked, the results they achieved, and actionable lessons we can replicate in our own TikTok marketing strategies.

Duolingo: The Viral Owl That Boosted a Language App

Who It Is: Duolingo is a language-learning app whose iconic character is a green owl named Duo. While its TikTok account was initially modest, the Duolingo team has transformed it into one of the most popular among educational brands.

Account launch: Initially, Duolingo had a modest presence on TikTok, but everything changed when they decided to humanize their mascot, Duo, and make him the comical protagonist of their videos. A couple of years ago, they had a few million followers; exactly a year ago, they had 6.6 million, but they were ready to take off with a more daring strategy.

Strategies implemented: Duolingo adopted an irreverent, almost absurdist tone of humor in its videos. Duo, the owl, appears in humorous situations inside the company's offices, reacting to viral trends and popular challenges. The key was to position Duo as a creator: the account participates in TikTok trends like any other user, using trending audio clips, dances, and memes, but always with a twist related to language learning or its mascot's mischievous personality.

Furthermore, Duolingo frequently interacts with other accounts (even friendly trolling of users in comments) and has made unexpected collaborations with other viral brands on TikTok (for example, a video featuring the sponge Scrub Daddy combining its two mascots). This combination of lighthearted humor, clever use of trends, and crossovers with other creators made its videos highly shareable.

Results: The impact was enormous. Within a year, its audience nearly doubled, going from 6.6 million to 11.8 million followers. This visibility on TikTok not only generated engagement (millions of likes and comments on its quips), but also correlated with the growth of its core business: Duolingo closed 2023 with 83 million monthly active users and 5.8 million paying subscribers on its app, a 57% increase compared to 2022. While many factors influence this success, Duolingo credits its viral TikToks for helping attract new learners to the platform. Its presence has become so iconic that it's cited as an example of effective social media marketing.

Replicable lessons: A brand can succeed on TikTok by humanizing its identity. In this case, through a mascot turned content character and leveraging humor and viral trends to connect with its audience. Instead of traditional promotional content, Duolingo entertains first and lets brand awareness grow organically. To grow on TikTok as a brand, it's worth adopting an authentic voice, entertaining your audience, and not being afraid to appear "casual" or "talkative" if that resonates with users. Consistency (posting regularly) and community engagement (responding to comments, duets, collaborations) were also key to maintaining Duo's relevance in the competitive For You feed.

Scrub Daddy: From Cleaning Product to Collaborative Content Star

Who it is: Scrub Daddy is a company known for its smiley-face-shaped dish sponge. It might seem like a simple and unexciting product, but its team proved that even a cleaning product brand can become a trend on TikTok.

Account Launch: Initially, Scrub Daddy was simply a popular product from being featured on entrepreneurship shows, but it didn't have a strong social media presence. Its TikTok account began by showcasing practical uses for the sponge, but they soon discovered the power of giving their smiley scrubber a personality.

Strategies Applied: Scrub Daddy's strategy focused on creating a character with its product and jumping on the viral content bandwagon. Inspired by examples like Duolingo, they decided to treat the smiley sponge as a fun mascot. The account produces humorous sketches where the sponge "interacts" in everyday situations and TikTok challenges.

A highlight was their collaboration with Duolingo in 2022: both characters (the owl and the sponge) appeared together in videos, leveraging their mutual popularity. This unexpected brand crossover generated a lot of conversation and new followers for Scrub Daddy. In addition, the team uses trending music, challenges (#CleanTok, for example), and responds to user comments with personalized videos, showcasing the human side behind the brand. The mix of useful content (cleaning tips) with light entertainment broadened their appeal beyond just those who wash dishes.

Results: Scrub Daddy saw notable growth in its audience and sales. On TikTok, the account reached 4 million followers (800,000 more than the previous year), consolidating a loyal fan base eager for their witty antics. Even more impressive, this boom in social media presence was reflected in their business: after going viral, their revenue took off. In 2022, they achieved around $100 million in revenue, and in 2023, that figure jumped to $220 million ($120 million increase in one year!). While TikTok isn't the only marketing channel, the timing coincides with its viral successes and collaborations, indicating that the digital strategy significantly contributed to brand recognition and sales.

Replicable lessons: Scrub Daddy teaches us that any product, no matter how mundane, can benefit from a dose of creativity on TikTok. Giving your product its own life (with humor, mascots, or storytelling) helps audiences grow attached and share it. Also, collaborating with other brands or creators can expose your account to new followers; unexpected crossovers generate curiosity (in this case, two viral characters together doubled the attention). Finally, mixing how-to (educational) content with entertainment allows you to attract both users looking for utility and those seeking fun. Authenticity and having fun with your content rather than just trying to sell, can result in organic growth that eventually boosts sales indirectly.

The Savannah Bananas: A Baseball Team That Conquered TikTok with Entertainment

Who they are: The Savannah Bananas is an independent baseball team from Savannah, Georgia (USA), known for transforming their games into viral spectacles. Unlike traditional sports accounts, this franchise reinvented itself as creators of comedy and dance content around baseball.

Account launch: At first, the Savannah Bananas were just a team looking to attract more fans to their games. The owner wanted to improve the fan experience, but they were limited by the league's usual rules. They decided to break the mold by creating their own league called "Banana Ball," with more relaxed rules and an emphasis on fun. When they started on TikTok, they uploaded clips of unusual moments from their games, little imagining the popularity they would achieve.

Strategies they applied: Their strategy was to prioritize entertainment over traditional sports. During breaks in games, the players themselves perform elaborate choreography, viral dances, and comedic sketches on the field. They record these moments and share them on TikTok, knowing they're the kind of content people love to share even if they're not baseball fans. They also integrate the audience into their shows (for example, dance parties with fans), creating a sense of community and participation. In essence, each game became a live TikTok stage.

The account uses sports hashtags as well as dance trends, and takes advantage of the players' young and charismatic personality to respond to comments and perform duets with fans. This fusion of sports and pop culture made them stand out from other teams.

Results: The Savannah Bananas went from being a local team to an international social media sensation. They currently have 8.5 million followers on TikTok, a number that far exceeds many teams in professional leagues. Their dance videos and antics have gone so viral that the team abandoned the traditional league (Coastal Plain League) to tour their own Banana Ball show. Essentially taking their TikTok show to different cities, due to public demand. Engagement is sky-high: millions of views per video, fans wearing team merch even if they've never seen a game in person, and global media coverage. This success has allowed them to monetize in new ways (tickets to their shows, sponsors attracted by virality, etc.).

Replicable lessons: The key to this case is understanding that no matter your industry (even a "classic" sport), you can innovate in social media formats. Savannah Bananas teaches us how to understand TikTok culture and adapt to it: short, fun, musical content, where the viewer's attention is the priority. Their success comes from entertaining first, then sport, which has gained them a much wider audience. For brands or projects that may not be mainstream on social media, the lesson is to find a creative angle (in this case, combining baseball with dance and comedy) that makes your content shareable. Additionally, engaging your community (your own fans appearing in videos, dancing, and commenting) creates an emotional connection. Being bold and breaking the traditional rules of your industry can be what sets you apart on TikTok.

Khaby Lame: The #1 Influencer Who Grew Without Saying a Word

Who He Is: Khaby Lame is currently the most-followed TikToker in the world. This young man, originally from Senegal and Italy, went from losing his job in 2020 to becoming a TikTok star with over 160 million followers, all thanks to his witty, wordless comedy videos.

Account Start: Khaby started his account during the pandemic, with no resources and plenty of free time after being laid off from a factory. At first, he uploaded videos like any other teenager, without much impact. However, he soon found his winning formula almost by chance: reacting to viral videos of "tricks" or absurd situations, showing a simple and expressive solution.

Strategies Applied: Khaby's strategy was universal simplicity. Unlike other creators who invest in production or elaborate scripts, he decided not to say a single word in his videos. Instead, he would film silent responses to popular clips (e.g., someone complicating their life with an unnecessary life hack), and Khaby would respond with a "why make it so difficult?" expression followed by his iconic hand gesture indicating the obvious solution. His exaggerated and humorous facial expressions were understandable across any language and culture, giving him immediate global appeal.

He kept his videos short, to the point, and trending (reacting to the memes of the moment). He was also very consistent, posting content almost daily during the pandemic, which gave him repeated visibility on the For You page. Khaby practically became a living meme, repurposed and shared by millions. His authenticity, an ordinary guy laughing at unnecessary complication, resonated with an audience saturated with flashy content.

The results: Khaby's growth was explosive. In less than two years, he surpassed Charli D'Amelio (the then queen of TikTok) and became the most followed TikToker on the planet, with more than 160 million followers. His videos have accumulated 2.4 billion likes in total, reflecting an extraordinary level of engagement.

This silent fame has opened the doors to collaborations with celebrities and global brands: he has appeared in videos with famous soccer players, Hollywood actors, and even starred in advertising campaigns for major companies. Major brands sign him because of his relatable, fun, and confident image (for example, Hugo Boss, Binance, or a State Farm campaign during the Super Bowl). In terms of monetization, Khaby earns hundreds of thousands of dollars per sponsored post and has amassed a fortune, all without speaking in his clips. But perhaps his greatest achievement is having created his own content format on TikTok that many have tried to imitate: now, "silent reaction" style videos abound thanks to him.

Replicable Lessons: Khaby Lame's case demonstrates that you don't need fancy equipment or sophisticated dialogue to succeed sometimes less is more. Identifying a type of content that is highly shareable and universally understandable can boost your reach. In his case, leveraging visual humor and joining global conversations (viral memes) allowed him to cross language barriers.

For creators and brands, the lesson is to seek simple, relatable ideas that audiences can instantly understand. Furthermore, consistency and quick reaction to trends are vital: Khaby uploaded videos almost daily and was always among the first to parody the latest trending absurdity. Maintaining an active and consistent presence builds momentum on TikTok. And finally, staying true to your style (he never broke his silent persona, creating audience anticipation) helps solidify your personal branding. Authenticity and genuine charisma, as Khaby demonstrates, will always be rewarded by the community.

Peachy BBs Slime: Starting a Slime Business and Succeeding with the Community

Who it is: Peachy BBs (owned by Andrea O.) is a small business dedicated to the manufacture and sale of handmade slime (colored slime or putty). Slime is a popular niche on TikTok, but this shop managed to stand out and become one of the largest accounts in its category.

Account Start: Andrea initially started Peachy BBs on Instagram showcasing her slime creations, but soon took her content to TikTok to take advantage of the virality of satisfying crafts. At first, it was "just another slime shop" among many, but things started to take off when she showed more of the process and connected with her young audience.

Strategies Applied: Peachy BBs' strategy was based on consistent, relatable, and creative content surrounding its product. Andrea regularly posts videos showing the slime-making process: from mixing ingredients, adding coloring or glitter, to close-ups of the slime being squeezed (very ASMR content and oddly satisfying for viewers). In addition to the processes, she dedicates videos to answering questions from her followers, incorporating suggestions for new scents or textures, and demonstrating tricks or games with the slime.

This interaction made the community feel part of the brand's growth. She also experiments with themes and trends: for example, slimes inspired by seasons, trendy characters, or viral challenges, to appear in popular searches. One factor that boosted her popularity was the visual quality vibrantly colored slimes, attractive decorations that makes people stop and look at her feed.

The account even created an intentional "scarcity": it announces new slime releases on certain days and shows how they sell out within minutes, generating urgency among her fans. A notable milestone was when celebrities like Kim Kardashian (along with her daughter North West) shared videos of themselves playing with Peachy BBs slimes on Instagram, giving the small shop a massive boost of exposure.

The results: Peachy BBs grew from a home-based business to a TikTok-driven sales phenomenon. Their main account has over 6.5 million followers (and they have a secondary account with over 1 million). Their videos typically reach millions of views, and demand for their products is sky-high: their new slime releases often sell out within minutes of being announced. One fan even commented that buying one of their slimes is "like trying to get a pair of Jordans" due to the difficulty of getting them before they sell out. That level of engagement translated into substantial revenue for Andrea, positioning her as one of the most successful slime shops. TikTok has become their primary marketing and sales channel, far outshining their other networks.

Furthermore, with such a large following, Peachy BBs has been able to diversify their offerings, launching kits, collaborations, and more, confident in the knowledge that there will be an audience waiting. All of this has been achieved without large budgets, but rather through organic content and a loyal community.

Replicable lessons: From Peachy BBs, we learned the importance of building a community around a niche product. The formula of consistent content + audience engagement + demonstrating passion for your product can turn a hobby into a viral business. It's crucial to listen to followers, if they ask how you made a certain slime, turn it into a video; if they suggest a flavor or color, try it on camera. This builds audience loyalty and turns them into enthusiastic promoters.

Also, leveraging popular formats (such as ASMR, quick tutorials, order unboxings) increases visibility in different segments of the algorithm. Planned scarcity (limited releases) and hype surrounding new products can work to drive immediate sales, as long as you've cultivated that desire through prior content. In short, be consistent, maintain genuine communication with your fans, and showcase the fun and creative side of your product; virality can naturally follow.

Noble Leather Co.: Traditional Craftsmanship Powered by Viral Trends

Who it is: Noble Leather Co. is a small business in Ontario, Canada, founded by Kyle Hinds, specializing in handmade leather goods (wallets, belts, etc.). What's interesting is how a craftsman of a classic craft managed to gain worldwide fame thanks to TikTok.

Account Start: Kyle started the company in 2018 selling locally, but eventually opened a TikTok account to showcase his work process. Initially, he had a small following, but one lucky video changed everything. Kyle discovered that the TikTok audience had a huge appetite to see how things are made, and that his leather workshop could attract attention if he could present his work in an entertaining way.

Strategies Applied: Noble Leather's strategy focused on showcasing the manufacturing process in an engaging way and leveraging appropriate hashtags/trends. Kyle began recording videos in his workshop, from cutting the leather, hand-stitching, to the finished product, speeding up certain parts to keep it dynamic. He noticed that many users enjoy ASMR and "oddly satisfying" content, so he emphasized the hypnotic sounds and visuals of craftsmanship: the ripping of leather, the shine of polishing, the symmetry of drilling holes, and more. He tagged his videos with popular hashtags like #ASMR and #OddlySatisfying to increase their reach.

One of his first TikToks to take off featured the complete creation of a leather belt from scratch; this video became a viral phenomenon with nearly 30 million views. From then on, each new video gained followers. Kyle also embraced consistency, uploading content regularly and varying between showing different products (bags, belts, wallets) to appeal to diverse interests. His content features no dialogue, only brief text or subtitles explaining steps, making it universal (similar to Khaby, anyone can enjoy it regardless of language). He also occasionally uses popular background music or transition effects to stay up-to-date.

Results: Noble Leather Co. now has 1.4 million followers on TikTok, establishing itself as a benchmark in #LeatherTok (the leather subcommunity on TikTok). Thanks to his viral videos, his online store received a flood of international orders, turning his hobby into a six-figure business. All of his videos typically reach a million views or more, impressive for niche artisan content.

In addition to his growing following, Kyle's personal brand strengthened; he is now seen as an expert in his field, has given interviews, and connects with other artisans through the platform. Importantly, TikTok became his main showcase: without spending on traditional advertising, he managed to introduce his work to people around the world.

Replicable lessons: Kyle's story shows that passionately teaching what you know how to do can be your best marketing. Sometimes underestimating our process is a mistake: TikTok highly values authentic and educational content mixed with visual appeal. Showing the behind-the-scenes of your product or service generates transparency and curiosity; people love to learn how things are made.

Likewise, using trends to your advantage. In this case, incorporating ASMR elements and satisfying production allows you to insert your content into viral streams where there's already an audience. For other entrepreneurs: don't think "my business is too boring for TikTok"; there's always a creative angle. It could be the texture, the sound, the before/after, the personal story behind it... Find that element and share it. And when a format works for you, keep exploiting it (Kyle replicated the formula of showing manufacturing with different products). Consistency and quality keep your audience engaged and attract new curious visitors from the For You page.

Candy Funhouse: Viral Sweets and Active Audience Listening

Who it is: Candy Funhouse is a candy store from Canada that set out to create "the best candy experience in the world." It grew from a local brick-and-mortar store to a successful online candy store with global reach, largely thanks to TikTok and the content generated around its nostalgic and novel products.

Account Start: Jamal Hejazi, founder of Candy Funhouse, took his business online in 2020 to seek more customers during the pandemic. He opened social media accounts and began testing different types of videos on TikTok to showcase his colorful candies. Initially, they had little traction, but an unexpected event pointed the way: a fanatical customer left a positive review of their candy on TikTok, and that post went viral, attracting thousands of visitors to their website overnight. From there, the team realized the power of community and decided to fully invest in TikTok.

Strategies applied: Candy Funhouse adopted a content strategy focused on customer experience and pop culture. Instead of advertising for their candy, they began sharing videos of how they packaged actual customer orders, showing boxes full of various candies ready for shipping. One of these unboxing videos was their first big success, gaining 30,000 new followers on its own. They saw that people loved the behind-the-scenes footage, so they continued with that approach: showing giant orders or the team's reactions when choosing a customer's favorite candy.

They also incorporated viral themes: for example, they created candy boxes themed after movies or popular baseball teams, capitalizing on current trends. Active listening to their audience was key: through comments and social listening, they identified which candies generated the most nostalgia or conversation, and then created content focused on those (challenges to try the most sour candies, top 5 rare chocolates, etc.). They also leveraged hashtags like #CandyTikTok and challenges involving tasting foreign sweets.

Another pillar was collaborating with influential creators in the foodie niche or challenges where influencers tried their products on camera, amplifying their reach. Candy Funhouse knew how to balance self-made content with fan-generated content (sharing reactions or reviews from satisfied users on their profile). This fun, community-based approach moves away from traditional marketing and aligns with the "TikTok spirit."

Results: Candy Funhouse established itself as the most followed candy brand on social media, especially on TikTok, where its account has 3.4 million followers. Its viral posts have had a direct impact on the business: TikTok significantly increased website traffic, sales, and brand recognition for Candy Funhouse. The sweets they feature in videos often sell out quickly because users want to try "the famous TikTok candy." The company went from a small store to shipping internationally, hiring more staff to keep up.

The team has even mentioned that the key to turning TikTok into a business was "creating an experience around the content, not just the product." In short, Candy Funhouse didn't just sell candy; they sold the fun experience of being a candy lover, building a loyal community that sees them as icons in online candy culture.

Replicable lessons: This case highlights the value of putting the customer and community at the center of content. Showing genuine behind-the-scenes content (such as packaging orders) works because it humanizes the brand and makes each shopper feel special by seeing how their order could appear on TikTok. Encouraging and repurposing fan-generated content (reviews, videos of people enjoying the product) not only provides authentic material but also creates spontaneous brand ambassadors.

Also, tapping into cultural trends linking your products to events, fandoms, or nostalgia can attract new audiences who might not have been looking for candy but are hooked by the reference. Important: Candy Funhouse emphasizes listening to the audience; If you pay attention to what your followers are commenting on or want to see, you can better target and hit the right note with engaging content. Product innovation (themed boxes, limited editions based on trends) and moving away from traditional advertising in favor of fun content are tactics any brand can try to stand out on TikTok.

Final Lessons: Strategies for Effective Growth on TikTok

As we can see, each TikTok success story has its own unique personality, but they share common strategic elements. These stories provide several actionable lessons for brands, agencies, community managers, influencers, and creators looking to boost their growth:

Original content tailored to the platform: All of these accounts focused on unique, creative content designed specifically for TikTok. Whether it's lighthearted humor, visual demonstrations, or dances, understanding the TikTok language is crucial. These brands and creators use trending music, effects, and popular hashtags to increase their discovery, adapting trends to their niche in a way that is consistent with their brand.

Consistency and Appropriate Frequency: Posting regularly keeps your account relevant. Several of these cases (Duolingo, Klassy Network, etc.) mention uploading content almost daily to avoid "disappearing" from the feed. The key is to find a sustainable rhythm and stay in the platform's frequent conversation.

Genuine interaction and community building: It's not just about posting videos, but about engaging with your audience. Responding to comments, creating duets or stitches with fan content, and even incorporating follower suggestions into new videos makes the community feel heard. This humanizes the brand and builds trust. On TikTok, accounts that engage with their followers (rather than just broadcasting messages) manage to create a loyal following that drives engagement and shares with others.

Leveraging the culture of the moment: These cases show how jumping on trends and cultural moments multiplies your reach. Whether it's reacting to a global meme (Khaby Lame), dancing to the song of the summer (Savannah Bananas), or launching a product that taps into a hype (Candy Funhouse and themed candy), being aware of what's trending and incorporating it authentically can make your content appear in the searches of millions. This includes using viral sounds, current challenges, and references to current events in your own style.

Don't be afraid to experiment and take risks: TikTok rewards creativity. Many small businesses take off when their owners dare to share their passion and work processes in a casual and authentic way. Trying new ideas, different formats, and even laughing at yourself is part of the game. If something doesn't work, you learn and try something else but if it does, the reward can be exponential growth. Authenticity, whether through "unfiltered" humor like Duolingo or vulnerability by showcasing humble beginnings like Lala Hijabs, generates real connections.

In conclusion, growing on TikTok requires a combination of creativity, perseverance, and connection with your audience. These success stories teach us that it doesn't matter if you're a large international brand, a small, artisanal startup, or an individual creator: understanding TikTok culture, providing value whether in the form of entertainment or utility and building a community are the key elements. If you apply these strategies consistently, using tools like a good social media scheduler to plan content but leaving room for spontaneity, you can take your account to the next level. Get inspired by these examples, adapt the ideas to your own niche, and get ready for your own TikTok success story!