Photo by S O C I A L . C U T 

Whether you’re a marketer looking to up your content game, a small business trying to reach a new audience, or a social media professional on the hunt for the next big trend, TikTok is the platform for you. But with how fast TikTok moves, staying inspired and informed is key. One of the best (and most enjoyable) ways to do that? Scroll TikTok with purpose.

TikTok isn’t just a place for dance trends and viral challenges anymore. It’s become a hub for brands and creators using storytelling, humor, and strategy to build communities and drive real business results. And for marketers, it’s a goldmine of inspiration.

In this blog, we’re giving you a few standout accounts to follow, from major brands with full social media teams to savvy solo creators, so that you can take your TikTok to the next level.

Why TikTok?

Let’s be honest: TikTok can feel a little overwhelming at first. The trends move fast, and the humor can be niche (to put it gently). But as a platform, TikTok offers something unique: a chance to reach audiences organically through creativity, relatability, and authenticity.

And TikTok has the numbers to prove it. As of May 2025, TikTok boasted 1.59 billion active monthly users. Using TikTok’s unique algorithm, creators can tap into niche markets. The best part? TikTok is fantastic for growing small businesses. Even when they weren’t planning on it, 66% of users reported they shopped on TikTok.

More than any other platform, TikTok rewards marketers who lean into their brand voice and aren’t afraid to experiment. No matter if you’re managing content for a nonprofit, B2B tech startup, or an e-commerce brand, understanding what works on TikTok can elevate your approach everywhere.

 

Brands to Watch on TikTok

When it comes to brands that get TikTok, there are a few standouts. Whether they’re educating, entertaining, or just vibing with their audience, these brands offer valuable lessons in how to build a voice that feels at home on the platform.

• Duolingo (@duolingo) – Duolingo’s mascot, the iconic, chaotic green owl, has become an unlikely TikTok star. Their account is a masterclass in embracing platform culture while staying on-brand. From tongue-in-cheek threats to keep your streak going to jumping on viral trends, Duolingo reminds marketers that sometimes relatability is better than perfection. The brand’s social media team isn’t afraid to poke fun at itself, and that’s exactly what makes it so effective.
  

  Why follow: To see how brands can take on a “persona” and still drive product awareness and loyalty.

• Rhode Beauty (@rhode) – Rhode Beauty, founded by Hailey Bieber, stands out for its minimalist aesthetic, lifestyle-forward content, and savvy use of influencer and UGC strategy. Their TikTok presence doesn’t just sell their product–it’s selling a lifestyle. From routine videos to sensory marketing, ASMR textures to glow-up edits, Rhode’s strategy is all about making you feel like you can achieve the “Soft Girl Life” Hailey Bieber embodies.

  Why follow: For clean, modern content that appeals to Gen Z and millennial consumers through lifestyle branding.

• Washington Post (@washingtonpost) – Yes, that Washington Post. Their TikTok account is proof that even legacy media can find its voice in short-form video. With humor, skits, and a deep understanding of news cycles, their content makes current events digestible and even fun. A go-to for anyone trying to understand how to make “serious” topics feel accessible, The Washington Post is a must-follow for a budding social media marketer.

  Why follow: To learn how to translate complex or “dry” topics into TikTok-friendly content that still feels informative.

 

TikTok Creators for Marketers to Learn From

It’s not just brands getting it right. Creators are sharing bite-sized marketing advice, trend alerts, and behind-the-scenes tips that can sharpen your skills in real-time.

• Moodle Social Media (@moodlesocialmedia) – Moodle offers a refreshing mix of relatable advice and platform-savvy trend breakdowns, all tailored for social media professionals. Their content blends TikTok hacks, calm narration, and quick tips that feel like a pep talk and a playbook in one. From “trends of the week” roundups to behind-the-scenes agency life, their videos make it easier to stay current without burning out.

  Why follow: For digestible trend insights and supportive, smart advice made specifically for social media managers.

• Media A La Carte NYC (@media.alacarte) – This boutique agency has built a TikTok following by doing exactly what they promise: “trying every trend so you don’t have to.” Their feed is packed with walkthroughs of trending sounds, content examples, and tutorials that break down why certain formats work. They’re transparent about what succeeds (and what doesn’t), making their page a mini-masterclass in applied strategy.

  Why follow:For trend alerts, tactical tips, and real-world applications of content strategy in action.

• Ashi | Branding + Business (@ashibranding) – Ashi is a creative director and TEDx speaker who breaks down branding, packaging, and marketing in a way that’s sharp, modern, and deeply relevant to emerging business owners. Her content spans everything from email campaign ideas to design inspiration to productivity tips, all while maintaining a sleek, elevated vibe.

  Why follow: For branding and business advice delivered in a polished, engaging, and immediately actionable format.

 

Conclusion

Great marketers are great observers, and even better adapters. And on TikTok, you’ve got an ever-changing learning lab right in your pocket.

The accounts listed in this blog don’t just “do TikTok”; they understand the nuances of community, voice, and timing. And by following them, you can sharpen your own instincts, try new approaches, and maybe even find your next big idea.

Social media is constantly evolving, but with the right inspiration, you can stay ahead of the curve (and maybe even set the trends yourself).

 

P.S. Don’t Forget to Follow Us

While you’re updating your follow list, don’t forget to check out NISM’s TikTok! We’re always sharing actionable tips, recent marketing news, and hopping on some fun trends.

Did we miss any of your must-follows? Let us know!

 

Author Bio:

Kassity Lee was a 2025 Social Media Strategist Intern at the National Institute for Social Media. A senior at Southern Illinois University Carbondale, Kassity is a dual Marketing and Journalism major with a specialization in Advertising. Kassity is passionate about marketing strategy and utilizing the power of human truths to craft effective campaigns. In her free time, Kassity can be found hanging out with her cat Bug, playing video games, and occasionally catching a local basement show with her friends. You can find her on LinkedIn here.