The Power of Authenticity
Rank
Brand Name
TikTok EMV
TikTok EMV
YoY Change
Select a range below:
1–20
21–40
41–60
61–80
81–100
1
Amazon
$1.03B
20%
2
NBA
$894.63M
154%
3
NFL
$688.19M
209%
4
Sephora
$468.83M
112%
5
Fortnite
$360.15M
124%
6
Barbie
$337.04M
960%
7
Target
$330.19M
34%
8
Bloom Nutrition
$288.17M
57%
9
Walmart
$279.41M
59%
10
Apple
$210.11M
114%
11
LTK
$190.54M
141%
12
Disney Parks and Resorts
$175.89M
41%
13
Ulta
$163.69M
59%
14
Netflix
$162.41M
8%
15
UFC
$158.24M
237%
16
Rare Beauty
$154.70M
99%
17
Major League Baseball
$138.16M
48%
18
Costco
$137.85M
86%
19
L'Oréal Paris
$132.50M
115%
20
e.l.f.
$129.25M
148%
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21
Amazon Fashion
$122.86M
0%
22
Starbucks
$122.41M
7%
23
Fashion Nova
$121.95M
1%
24
Los Angeles Lakers
$120.71M
262%
25
Spotify
$118.40M
119%
26
Kansas City Chiefs
$117.86M
512%
27
NYX Professional Makeup
$117.76M
124%
28
SHEIN
$116.44M
22%
29
McDonald's
$106.65M
15%
30
Dior
$102.23M
39%
31
Maybelline
$100.07M
143%
32
Charlotte Tilbury
$99.68M
57%
33
Call of Duty
$92.60M
57%
34
Zara
$91.83M
27%
35
MAC
$89.00M
120%
36
Fenty Beauty
$87.22M
64%
37
Revolve
$86.79M
-12%
38
Saint Laurent (YSL)
$86.63M
225%
39
Roblox
$86.59M
55%
40
NHL
$84.33M
288%
41
Skims
$80.85M
25%
42
Trader Joe's
$80.59M
54%
43
Golden State Warriors
$79.05M
127%
44
Nike
$78.47M
40%
45
WWE
$77.11M
114%
46
Benefit
$76.23M
166%
47
Lululemon
$74.41M
1%
48
Dyson
$73.09M
46%
49
Gymshark
$69.49M
52%
50
Milk Makeup
$69.44M
342%
51
Tarte
$69.12M
128%
52
Urban Decay
$67.12M
254%
53
Sony
$66.05M
144%
54
Chanel
$65.76M
73%
55
NARS
$64.78M
173%
56
Making
$64.11M
17%
57
Huda Beauty
$63.99M
264%
58
Dollar Tree
$63.87M
99%
59
ColourPop
$63.12M
57%
60
TJMaxx
$62.77M
106%
61
San Francisco 49ers
62.53M
580%
62
Google
62.48M
33%
63
SHEGLAM
61.38M
145%
64
Valorant
60.62M
-6%
65
Minecraft
60.43M
56%
66
Fenty
59.98M
191%
67
Lancôme
58.29M
237%
68
Inter Miami CF
57.13M
14.0k%
69
Dove
55.90M
221%
70
Temu
55.53M
754%
71
FOX Factory
55.22M
109%
72
LEGO
54.95M
301%
73
Halara
53.93M
82%
74
Abercrombie & Fitch
53.31M
34%
75
Pokémon
53.00M
58%
76
Major League Soccer
52.94M
317%
77
H&M
52.04M
43%
78
Hulu
51.84M
-29%
79
L'Oréal Hair Expertise
50.96M
111%
80
Coca-Cola
50.56M
53%
81
Too Faced
$49.39M
169%
83
Amazon Home
$48.53M
19%
84
Chipotle
$48.16M
76%
85
Hourglass
$47.18M
295%
86
Armani
$46.30M
150%
87
CeraVe
$46.12M
95%
88
ESPN
$45.39M
48%
89
Coach
$45.25M
137%
90
White Fox Boutique
$44.25M
68%
91
Sol De Janeiro
$43.89M
302%
92
Free People
$43.50M
56%
93
Kosas
$43.39M
160%
94
ONE SIZE
$42.52M
290%
95
Drunk Elephant
$42.15M
131%
96
Ugg
$41.92M
62%
97
Saie
$41.82M
304%
98
Anastasia Beverly Hills
$41.56M
169%
99
Louis Vuitton
$41.00M
40%
100
La Roche-Posay
$40.97M
95%
82
Adidas
$49.13M
96%
And what you can learn from their success
The world’s leading businesses are turning to TikTok creators to build brands and sell products.
Thanks to a vast and highly engaged user base, the authentic and trusted voice of its creators, its effective marketing opportunities, and its innovative content formats, TikTok has become an increasingly pivotal platform for marketers. More than one quarter of brands now list TikTok as the most integral platform for influencer marketing.
But which brands are winning on TikTok, and how are they doing it? We analyzed the top 100 brands on the platform—as measured by Earned Media Value (EMV) during a 12-month period from March 2023 through February 2024—and layered in key research to understand which strategies and metrics correlate with success. The big takeaway? Top brands prioritize creator authenticity, brand alignment, and retention.
Top 100 Brands
by TikTok EMV
Creators Build Community
TikTok creators are experts in building communities of people with shared identities, experiences, and interests: after watching creator content on TikTok, more than 2 in 5 users agree that it makes them feel like part of the creator's community.
By partnering with creators, brands benefit from these communities. 2 in 5 TikTok users also say watching branded creator content makes them feel like part of the brand's community.
Source: TikTok Marketing Science Global Creators Drive Commerce Study (US results) 2022 conducted by Material
2/5
2 in 5 TikTok users say watching branded creator content makes them feel like part of the brand's community.
Ready to take your TikTok program to the next level?
Learn More
Scale Your TikTok Marketing With CreatorIQ
These rankings include some of the most innovative, successful businesses on the planet. Many of these brands trust CreatorIQ to scale their TikTok creator marketing programs.
CreatorIQ—the industry’s most trusted software to unify and power advanced influencer marketing—has everything you need to serve up scalable ROI. As a badged TikTok Marketing Partner, CreatorIQ provides direct access to the exclusive first-party insights housed in the TikTok Creator Marketplace.
Thousands of the world’s most innovative brands use CreatorIQ, including AB InBev, CVS, Disney, Logitech, Nestlé, Red Bull, Sephora, Unilever and more. Learn more at CreatorIQ.com and follow us on LinkedIn and Instagram.
creatoriq.com
CreatorIQ is the most trusted influencer marketing platform for organizations looking to advance their creator marketing. Its enterprise-grade technology and industry-leading intelligence facilitates scaled creator discovery, streamlined workflows and robust reporting, while ensuring compliance and brand safety.
TikTok Works Across Categories
A wide variety of brands are succeeding on TikTok. Beauty and fashion lead the way, but retail, professional sports, gaming, media, and F&B are also well-represented.
Brands in the Top 100 by Category
0
10
20
30
40
Beauty
Fashion
Sports
Retail
Games
Media
F&B
Count of Brands
55% of users agree that TikTok creators help them feel connected to brands
55%
It’s critical that consumers believe that creators have authentic relationships with the brands they share. 55% of users agree that TikTok creators help them feel connected to brands.* Meanwhile, ads with a creator associated with the brand’s vertical are 1.5x more likely to hook a user than ads with creators not associated with the vertical.**
Partner with creators who demonstrate a natural affinity to your products or are organically posting about your brand’s vertical.
*TikTok Marketing Science US, Creator Ads: Elements of Attention Study 2022, conducted by Lumen
**TikTok Marketing Science Global How to Hook Study [US, UK, GCC] 2023, conducted by Metrixlab
Find Creators That Align With Your Brand
More Posts = Higher EMV
This isn’t just about scale: the more often a creator posts about a brand, or is featured in a brand’s ads, the more authentic the brand-creator relationship is perceived to be.
A creator who only posts about your brand a few times before moving on is more likely to be viewed as transactional by social media users.
TikTok users are 1.2x more likely to watch more of a brand’s content, and 1.2x more likely to direct message the brand (compared to other leading social/video platforms).
1.2X
Source: TikTok Marketing Science Global Creators Drive Commerce Study (US results) 2022 conducted by Material
TikTok Users are More Engaged
Users are more engaged with TikTok brand communities compared to communities on other social/video platforms.
Engagement
Drives EMV
Engagement correlates closely with EMV. The top brands don’t just focus on follower count—they partner with authentic creators with a track record of engaging the right audiences.
To maximize the impact of your creator marketing strategy, prioritize engagement rates during creator evaluations, and pay particular attention to creators who are already generating engagements via organic posts about your brand.
$50M
50M
100M
150M
200M
250M
$100M
$200M
TikTok Engagement
TikTok EMV
TikTok Engagement vs. TikTok EMV
55% of TikTok users say they are more likely to trust brands when they hear about them from creators, compared to other ads in their feed.
55%
Authenticity is Crucial
The authenticity associated with TikTok creators makes them particularly adept at driving engagement.
After watching creator content on TikTok, 41% of users agree that it feels authentic.
What’s more, that authenticity is transferred to brand partners: 55% of TikTok users say they are more likely to trust brands when they hear about them from creators, compared to other ads in their feed.
Source: TikTok Marketing Science Global Creators Drive Commerce Study (US results) 2022 conducted by Material
25%
At least 25% of these brands’ creators posted about the brands in consecutive 12-month periods.
Creator Retention Matters
Fourteen of TikTok’s top 25 brands boast a creator retention rate over 25%. This means that at least 25% of these brands’ creators posted about the brands in consecutive 12-month periods. Creator retention is key to establishing authenticity: a creator who posts about a brand month after month and year after year is more credible than one who posts about the brand for a few days before moving on. Research shows that a consumer’s likelihood of buying a product increases when a creator continually shares their experiences with the product or brand.
When evaluating creators, prioritize those who continue posting about your brand over the long term.
1
Amazon
EMV
$1.03B
EMV YoY Change
20%
Community Size
24.36k
Creator Retention
43%
Post Count
170.06k
Posts per Creator
7.0
Engagements
763.92M
Impressions
21.04B
TikTok Metrics | March 2023–February 2024
Earned Media Value (EMV) is CreatorIQ’s proprietary metric for quantifying the estimated value of social engagement with digital earned media.
CreatorIQ assigns a unique value to a piece of content based on engagement—such as likes, comments, shares, and video views—received from users, as well as the platform it was published on (TikTok, Instagram, etc.), and attributes that value to brands mentioned in the post.
EMV
1–20
21–40
41–60
61–80
81–100
Select a range below:
Skip to the Top 100 Rankings
2
NBA
EMV
$894.63M
EMV YoY Change
154%
Community Size
1.95k
Creator Retention
23%
Post Count
32.22k
Posts per Creator
16.5
Engagements
1.12B
Impressions
19.42B
TikTok Metrics | March 2023–February 2024
3
NFL
EMV
$688.19M
EMV YoY Change
209%
Community Size
3.51k
Creator Retention
19%
Post Count
32.36k
Posts per Creator
9.2
Engagements
820.84M
Impressions
15.10B
TikTok Metrics | March 2023–February 2024
4
Sephora
EMV
$468.83M
EMV YoY Change
112%
Community Size
14.00k
Creator Retention
43%
Post Count
70.81k
Posts per Creator
5.1
Engagements
374.26M
Impressions
11.43B
TikTok Metrics | March 2023–February 2024
5
Fortnite
EMV
$360.15M
EMV YoY Change
124%
Community Size
2.03k
Creator Retention
13%
Post Count
17.32k
Posts per Creator
8.5
Engagements
465.44M
Impressions
8.54B
TikTok Metrics | March 2023–February 2024
6
Barbie
EMV
$337.04M
EMV YoY Change
960%
Community Size
16.52k
Creator Retention
7%
Post Count
36.97k
Posts per Creator
2.2
Engagements
520.30M
Impressions
8.42B
TikTok Metrics | March 2023–February 2024
7
Target
EMV
$330.19M
EMV YoY Change
34%
Community Size
14.53k
Creator Retention
38%
Post Count
49.24k
Posts per Creator
3.4
Engagements
269.54M
Impressions
8.29B
TikTok Metrics | March 2023–February 2024
8
Bloom Nutrition
EMV
$288.17M
EMV YoY Change
57%
Community Size
1.38k
Creator Retention
43%
Post Count
11.44k
Posts per Creator
8.3
Engagements
329.73M
Impressions
4.97B
TikTok Metrics | March 2023–February 2024
9
Walmart
EMV
$279.41M
EMV YoY Change
59%
Community Size
9.48k
Creator Retention
28%
Post Count
27.33k
Posts per Creator
2.9
Engagements
209.56M
Impressions
10.94B
TikTok Metrics | March 2023–February 2024
10
Apple
EMV
$210.11M
EMV YoY Change
114%
Community Size
8.85k
Creator Retention
18%
Post Count
20.45k
Posts per Creator
2.3
Engagements
261.68M
Impressions
6.20B
TikTok Metrics | March 2023–February 2024
11
LTK
EMV
$190.54M
EMV YoY Change
141%
Community Size
4.97k
Creator Retention
36%
Post Count
40.99k
Posts per Creator
8.3
Engagements
120.85M
Impressions
2.54B
TikTok Metrics | March 2023–February 2024
12
Disney Parks and Resorts
EMV
$175.89M
EMV YoY Change
41%
Community Size
4.87k
Creator Retention
29%
Post Count
24.15k
Posts per Creator
5.0
Engagements
214.83M
Impressions
3.21B
TikTok Metrics | March 2023–February 2024
13
Ulta
EMV
$163.69M
EMV YoY Change
59%
Community Size
8.19k
Creator Retention
35%
Post Count
27.85k
Posts per Creator
3.4
Engagements
105.57M
Impressions
4.60B
TikTok Metrics | March 2023–February 2024
14
Netflix
EMV
$162.41M
EMV YoY Change
8%
Community Size
4.81k
Creator Retention
22%
Post Count
11.66k
Posts per Creator
2.4
Engagements
183.80M
Impressions
3.69B
TikTok Metrics | March 2023–February 2024
15
UFC
EMV
$158.24M
EMV YoY Change
237%
Community Size
532
Creator Retention
18%
Post Count
5.56k
Posts per Creator
10.4
Engagements
182.97M
Impressions
3.71B
TikTok Metrics | March 2023–February 2024
16
Rare Beauty
EMV
$154.70M
EMV YoY Change
99%
Community Size
5.99k
Creator Retention
36%
Post Count
25.46k
Posts per Creator
4.3
Engagements
173.30M
Impressions
2.88B
TikTok Metrics | March 2023–February 2024
17
Major League Baseball
EMV
$138.16M
EMV YoY Change
48%
Community Size
776
Creator Retention
19%
Post Count
7.46k
Posts per Creator
9.6
Engagements
155.88M
Impressions
2.94B
TikTok Metrics | March 2023–February 2024
18
Costco
EMV
$137.85M
EMV YoY Change
86%
Community Size
3.49k
Creator Retention
19%
Post Count
10.55k
Posts per Creator
3.0
Engagements
108.01M
Impressions
3.01B
TikTok Metrics | March 2023–February 2024
19
L'Oréal Paris
EMV
$132.50M
EMV YoY Change
115%
Community Size
4.04k
Creator Retention
30%
Post Count
9.97k
Posts per Creator
2.5
Engagements
90.56M
Impressions
8.25B
TikTok Metrics | March 2023–February 2024
20
e.l.f.
EMV
$129.25M
EMV YoY Change
148%
Community Size
6.13k
Creator Retention
29%
Post Count
20.70k
Posts per Creator
3.4
Engagements
131.93M
Impressions
2.46B
TikTok Metrics | March 2023–February 2024
Rank
Brand Name
TikTok EMV
TikTok EMV
YoY Change
$150M
10k
20k
30k
40k
50k
$50M
$100M
$150M
$200M
TikTok Post Count
TikTok EMV
TikTok Post Count vs. TikTok EMV
100 Brands Winning Big With TikTok Creators
Metrics Glossary
Community Size
The total number of creators who created content about a brand within a given time period.
Post Count
The total number of creator posts that mentioned a brand in a given month.
Impressions
How many times content about your brand was viewed by your creator community’s followers.
Engagements
The total number of likes, comments, and shares that content about your brand received.
Earned Media Value (EMV) is CreatorIQ’s proprietary metric for quantifying the estimated value of social engagement with digital earned media.
CreatorIQ assigns a unique value to a piece of content based on engagement—such as likes, comments, shares, and video views—received from users, as well as the platform it was published on (Instagram, YouTube, etc.), and attributes that value to brands mentioned in the post.
EMV
Metrics Glossary
Creator Retention
The percentage of creators who mentioned a brand in a given time period and also mentioned the same brand in the corresponding previous time period (i.e. this year vs. last year).
Explore everything from how the TikTok community behaves to how ads drive real business impact.
Conduct your own research with
TikTok Insights.