Agency
Cracking the Code:Top 2023 TikTok Campaigns
Predictability is the last thing most brands associate with TikTok. Yet across more than 9,700 sponsored videos in 2022, brand activity clustered so consistently by quarter, category, and creator scale that the platform starts to look less like a lottery and more like a system.
Cracking the Code uses that 2022 sponsored-TikTok data to tell brands what to do next. NeoReach analyzed FTC-compliant sponsored videos posted between January and December 2022 by creators in the US and Canada, examining quarterly performance, top brands, top industries, campaign types, calls to action, and content formats.
Inside, the report shows TikTok influencer marketing becoming more plannable. Q2 and Q3 were the strongest windows for brand activity, awareness campaigns dominated, and brands increasingly worked with smaller creators at higher frequency rather than betting on a few large names. The lesson is clear: TikTok is a campaign system, but one that rewards brands who understand timing, category fit, creator scale, and native platform behavior. The report closes with where each of those levers is heading.
Built on more than 9,700 sponsored TikTok videos from 2022, limited to FTC-compliant posts from US and Canadian creators.
Q2 was the most saturated quarter, with 1,140 brands sponsoring 1,252 creators, the highest of any quarter.
Amazon was the only brand in the top ranks every quarter, generating more than 205M views across 267 videos, nearly double any other brand.
Awareness dominated: branding and awareness campaigns were 92% of all sponsorships and averaged the highest engagement at 20.7K+ diggs per video.
Four categories controlled the year: Food & Drinks, Fashion, Beauty, and Entertainment made up 61% of videos and 54% of brands.
Fast-rising categories: Gaming views grew 91% and Consumer Electronics views grew 239% over 2022.