We analyzed 2,000+ TikTok posts using Adology and uncovered 10 secret creative patterns well-known brands use to drive high engagement. Our analysis covered ads from the first half of 2025, featuring 10 brands: Alo, Chipotle, Duolingo, Netflix, Nickelodeon, Red Bull, Scrub Daddy, Spikeball, Taco Bell, and The Washington Post.

These brands are moving away from traditional ads and creating content that feels natural to TikTok, using formats like "Absurdity is the New Authority" and "Shitposting with Strategy." Our research shows that casual, low-budget, and even chaotic videos can outperform polished campaigns. Some brands also use curiosity, subtle hooks, and audience participation to turn viewers into engaged communities.

The takeaway is clear: TikTok success isn’t about selling harder, it’s about blending seamlessly into the platform’s unique creative language. By following these 11 winning patterns identified by Adology, brands can shift from outdated ad styles to campaigns that feel real, relatable, and worth sharing.