Duolingo

Their mascot isn’t just cute — it has developed a distinct, chaotic personality that taps right into TikTok humor. They embrace trends and jokes without hard-selling the app, which builds engagement and authenticity rather than feeling like ads. Chipotle

Iconic challenges like the #GuacDance turn simple ideas into massive participation events. TikTok users drove millions of video starts and tons of UGC around food — all without heavy traditional advertising. 

Crocs

Their #ThousandDollarCrocs challenge invited users to customize and show off their creative designs. The result was billions of views and a clear brand shift from “plain footwear” to fashion playground. RyanairInstead of polished travel ads, they lean into self-aware humor (even using filters to make their plane “talk”). That self-deprecating style feels native to TikTok and builds relatability.

 Netflix

They use behind-the-scenes clips, interactive posts, and franchise moments to get people commenting and sharing, making entertainment fandom feel participatory rather than passive. 

TikTok is for discovery, experimentation, and chaos.Instagram is for identity, polish, and social proof.TikTok tests new formats and ideas.Instagram highlights what already works.TikTok needs an instant hook.Instagram rewards clarity and shareability.TikTok favors raw and fast.Instagram favors refined and intentional.TikTok builds reach.Instagram builds brand.

I’d go internet-native, joke-first, brand-second—stuff that feels like it escaped a group chat and just happens to say Laughland on it.