These are the 3 best brands on TikTok

What these numbers are, before anything else

Every brand here was collected by the same tracker with the same limit, then filtered so that only videos actually about the brand are counted, then deduplicated by video id. Views, likes and comments are TikTok's own counters, so unlike a traffic estimate these are measured rather than modelled.

Three things they are not. The number of videos is our collection cap, not their output, so it can never be a score. The sample reaches back to 2022 for some brands, because a keyword search returns what still travels rather than what was posted this month, which makes this a ranking of accumulated reach and not of last week. And a video that names nobody is invisible to a name-based search, so a brand whose fans never tag them is undercounted here by construction.

With that said, the differences below are far too large to be sampling noise, and the shape of each brand's distribution is the interesting part rather than the totals.

1. Comfrt: the brand account is a broadcast channel

244.4 million views across 160 videos. Fourteen of those videos are the brand's own, and they carry 51% of the views.

That ratio is the finding. Almost every brand treats its own account as a feed to be filled, posting constantly and reaching its own followers. Comfrt's house account behaves like a broadcast slot: very few posts, each one built to be shown to people who have never heard of them. Their single best video has 35.3 million views. The second has 35.2 million.

Underneath that sits the other half, 146 videos from other people with a median of 37,200 views each. The tags say how it is organised: 91 videos carry #comfrt, then it splits by product line, with #comfrtclothing on 31, #comfrthoodie on 14 and #comfrtsweatpants on 11. That is not a hashtag, it is a filing system, and it means a creator who wants to post about the sweatpants knows exactly which tag to use, and the brand can count them.

The copyable part is the split: the house account does a small number of big swings, and volume is somebody else's job.

2. Medicube: five videos of their own, and 116 million views

116.5 million views across 184 videos. Five of them are the brand's own account, accounting for 9% of the views.

This is the most extreme version of the pattern in the whole set, and the closest thing here to a flywheel that turns without the brand pushing it. 179 of the 184 videos were posted by other people. Their best video, 21.7 million views, belongs to a creator, not to them.

The mechanism is visible in the tags. #medicube appears on 144 of the videos, and then #medicubeambassador on 28 and #medicubepro on 25. An ambassador tag on a sixth of the sample is a programme with structure, not a scattering of gifted product: somebody is recruiting, briefing and tagging at volume.

Worth being precise about what this does and does not prove. It shows reach, not sales. But the reach is arriving without the brand producing the content, which is the only version of social that gets cheaper as it grows.

3. MiniKatana: the highest views per video here

Median 177,900 views per video, against 47,900 for Comfrt and 24,150 for Medicube. 9.4 million views across only 20 videos, and 80% of the views come from their own account.

Small sample, and it should be read as such: twenty videos is a handful and this brand is nowhere near the others in total reach. But the per-video number is not a rounding error, and it comes from the opposite strategy to Medicube's. MiniKatana's own account does the work, and the product does the explaining.

Their most-watched video is 2.1 million views on the subject of oiling a sword. The second, at 2 million, is a video about making an invisible one. The tags name the reason it travels: #minikatana on 7 of the 20 videos, but #demonslayer on 6, #katana on 5 and #anime on 3. They are not posting into their own audience. They are posting into an existing fandom that was going to be there anyway.

Two things transfer from that. A product that can be demonstrated in a few seconds does not need a media budget. And borrowing a fandom is cheaper than building an audience, provided the product genuinely belongs in it.

What actually works, across all of them

Other people's videos beat the brand's own, per video. Anua's 154 creator videos have a median of 72,050 views against a brand account that contributes 5% of total views. Dreame's creator videos run a median of 94,100. The exception is Comfrt, and only because their house account posts so rarely that each one is an event.

A branded hashtag per product line, not one for the company. Comfrt and Medicube both do this. It gives creators an obvious slot to post into, and it gives the brand a way to count what happened.

The best-performing creator videos name the brand's account. That is partly why they are findable at all, and it is a real instruction: a programme that does not ask for the tag cannot be measured by anybody, including you.

Reach concentrates brutally. In every brand here, a handful of videos carry most of the views and the rest form a long tail. That is an argument for volume rather than for polish, which is the same conclusion as the one about consistency arriving by a different route.

The product has to be legible in five seconds. An oiled sword, a hoodie you can feel through a screen, a serum with a before and after. Every brand on this list sells something that can be shown rather than argued.

What we could not measure

Sales. None of this says anything about revenue, and a brand can be enormous on TikTok and unprofitable. Anyone attaching a revenue figure to a view count from outside is guessing.

Paid versus organic on the creator side. A tagged creator video may be a paid partnership or an affiliate post, and from the outside those look identical.

And what was posted and never travelled. The search returns what still gets served, so every number here is a survivor. That is a floor on activity, never a measurement of effort, in the same way ad longevity is a floor rather than a lifespan.