(In case you’re wondering why on earth you should listen to me ramble about TikTok growth, I’m the founder of Carter Chat - An AI character app that we’ve grown to over 500k+ users, purely through organic TikTok. Ew I bragged, that’s moist - Let’s just get on with the article. Enjoy 🤟)

🛠 What is Brownie God?

Think of a brownie right now.

No, not your neighbor’s dry, crusty brownies that they guilt-trip you into eating every time they need a favour.

Deffo not those.

We’re talking about brownies, done beautifully.

The kind of brownies that make you stop scrolling, salivate and raise one or both eyebrows.

Brownie God has taken the simple brownie and turned it into an Instagrammable, TikTok-viral must-have.

Think teddy bear-shaped brownies, or thick gooey brownie slabs, or ‘Brookies’ (the demon love-child between a Brownie and Cookie) - This is what Brownie God sells.

The Founder behind Brownie God is Kanita Ramaxhiku. She started making brownies in her parents' flat, fulfilling just two orders a week. Four years and 2.4 million brownie sales later, she’s built a $10m dollar empire.

All off the back of TikTok.

📊 Public Stats

Founded: 2019
Estimated Lifetime Revenue: £2.5m - £3m
Business Model: Ecom store + TikTok Shop + In-person bakery in London

📈 TikTok Content Stats

Followers: 600k
Likes: 24m
Most popular video: 16.1m views, 2.9m likes, 6.5k shares

👥 Intro:

It’s Saturday. One day before the US TikTok ban. I’m in my room, doom-scrolling the hilarious content about the ban, when I stumbled across a video from Brownie God. It was a video showing their commercial kitchen, with a voiceover from Kanita (the Founder). She was reflecting on how much TikTok had transformed her business.

A lot of founders were making these gratitude posts just before the looming ban, but the thing that REALLY grabbed me about this video (aside from the sexy AF brownies) was that she casually revealed she’s sold 2.4 million brownies with Brownie God.

2.4m brownies. Let it land.

And she got there entirely through TikTok.

I did the research and I’ve put it together below.

Without further ado my dear reader, it’s time to pull your shorts up and dive in:

(btw to get an in-depth breakdown like this every week in your inbox, scroll to the bottom of this page 👇)

💡 Early Days: How They Started Posting on TikTok

This is Brownie God’s first TikTok and honestly, It's nothing special… It’s pretty average.

BUT the fact that it’s average made me really happy, because it reminded me that regardless of how high you climb as a founder, everyone kinda starts at the same place stumbling and fumbling trying to figure out what works.

Every business owner’s first post is mid. Mine was suuuuuuper shit when I started Carter. Yours probably was (or will be) too.

But then, Just like Kanita, you learn and get better. It’s part of the game.

Kanita didn’t stay average for very long - Researching the earliest Brownie God content, two things stand out:

1️⃣ Consistency

She posted almost every day. Even when the videos weren’t blowing up, she kept at it.

Most foodie TikTok accounts that I've found are pretty much the same. They usually have 3-9 posts, the last one of which is 1-2 years old when I find it and the account owner has since stopped posting, I assume from the lack of instant gratification and virality.

Kanita stuck it out and posted consistently. Kudos.

2️⃣ Rapid Improvement

Kanita is a natural marketer.

You see this even in her earliest packaging that says “Dangerously Delicious Goods Inside.”

Brownie God’s content levelled up fast. Instead of just making a TikTok of a brownie she made with some CapCut effect and some music slapped on, Kanita started making her brownie designs much more flamboyant, bold and shareable. For example this early post.

This post isn't just showing a brownie she made. it’s a brownie decorated as Santa, doing a sus dance to “I Can Take Your Man If I Want To,” two days before Christmas.

Already way better than the first ever post

All of the early Brownie God content was getting better post after post. It was only a matter of time before they had a banger, which happened on:

📈 The Tipping Point

March 25, 2020. Brownie God hit 1.9M views on a single post.

Where did this come from? What changed?

Up until this point, Brownie God’s TikToks had mostly been fun, fully decorated brownies in some kind of meme/trend video. But this video was different.

It showed the actual process of making the brownies from the batter.

Key Takeaway: TikTok is the first ‘Behind-the-Scenes’ Platform

If you make brownie content (or any food content) on TikTok, people don’t just want to see perfect brownies. They want to see how the brownies get made from start to finish.

They want to feel like they’re in the kitchen making them with you, i.e. part of the journey.

TikTok and short-form content is really the first time that viewers have valued seeing the process as much (if not more) than the final product that they buy.

Marketing a brownie on Instagram in 2015? Show the finished product. Marketing a brownie on TikTok in 2025? Show the full ‘ingredient-to-packaging’ process.

This shaped Brownie God’s entire content strategy moving forward. More behind-the-scenes. More transparency. More attachment to the brand. Less memes.

📢 Key Growth Tactics They Use

1️⃣ Going All In on Transparency

Almost every viral Brownie God hit is a behind-the-scenes video in the kitchen. It’s either a recipe, an order being packed, or a community debate (cutting away the edges vs eating the edges?). You get the jist.

Those old brownie meme videos were fun, but they didn’t make people invested in Brownie God. Kanita showing her face, talking about the business, and pulling back the curtain on the process did make people invest.

I mean it even worked on me. I now have a favourite brownie brand. Never thought I needed a favourite brownie brand, but now I have one... and I can’t remember life without one.

2️⃣ Talking Directly to the Community

People love when brands weeb out with users from the official brand accounts. Whether it’s Ryanair shitposting or Duolingo being unhinged (like calling the official United Kingdom TikTok page a coloniser 😂), it works.

Brownie God doesn’t shit post, but they do really engage with their audience.

They make entire videos replying to a single fan. They show the journey of a specific customer’s order being packed. They are the most engaged, switched-on brownie brand on TikTok.

In the tech world, Paul Graham (who is the Tech Gandalf) coined the phrase ‘Do things that don’t scale’, which essentially means in the early days of your business, go above and beyond to delight a customer even if it takes a tonne of time and effort.

Figure out what makes a customer overjoyed regardless of how much effort it takes. Then (and only then) figure out how to scale it to lots of customers.

This is exactly what Brownie God does and they’re reaping the rewards.

3️⃣ Collecting Every Brownie Point (I hate myself for this pun)

They talk about their all-women team, their sustainable ingredients, their founder grinding solo when her team’s on holiday.

They milk every angle (last pun i promise) and it’s the exact right thing to do, because they’ve turned their casual viewers into Brownie God champions that will go to war with anyone that leaves a negative comment.

Go and find a negative comment on their page - You’ll see at least 4 replies from Brownie God stans that shut that shit down real fast.

It's a super sharp strategy to flaunt the good practices of your business as loud as you can.

Lesson learned.

🤔 Missed Opportunities

For all the wonderful things Brownie God is doing, I feel like there are some opportunities on TikTok that they’re not yet fully taking advantage of just yet:

1️⃣ Collabs

You know when you see two creators you love come together in a video and it feels like watching an epic surprise cameo in a Marvel movie?

That’s what I think will unlock the next level of growth for Brownie God.

I’d love to see Kanita making brownies with foodie/chef TikTokers and not just for the content. I want to see the release of the ‘Brownie God X Nick DiGiovanni’ line. Or even going left field and doing a ‘Brownie God X Uncle Roger’ collection with chilli jam.

Viewers would love this, sales would boost through the cross promotion and the brand would take on a different level of fame (kinda similar to how makeup and skincare brands scale today).

It’s not just influencer marketing, it’s deep influencer integration through the content, product and packaging/customer experience.

2️⃣ TikTok Live

Again, a personal opinion, but I think an entire new revenue line could be created by making an actual live show out of the process of making and packing brownies.

China is crushing it with livestream shopping, it’s only a matter of time before it lands in the west.

Imagine having a Brownie God livestream set, having someone on the team go live every day, get orders from TikTok Shop and making/packing the brownies for that order on stream. The community will go nuts!!

This combines everything that is already working for Brownie God into one ultimate strategy:

Visual storytelling of the 'behind-the-scenes'
Community engagement (in real-time)
Personalised content
Beautiful aesthetic

All wrapped into one. I think Brownie God should try growing a livestream shopping part of the business, it could really crush it and if they already have a physical location that they could make a small set in, it’s not much of an investment at all to experiment.

3️⃣ Hacking The Comments Section

The comments section is a whole other dojo to play the TikTok growth game. The smartest brands use the comments section to eek out an extra ~30% traffic to their site, just by doing a few smart things:

Responding to as many comments as possible, especially while a video is still new and climbing only results in good things. It doubles your comment volume to give extra validation to new users. It notifies and brings past viewers back to your video to see what you responded with (Tiktok's algo likes this). It also is just really appreciated by your fans and shows people that you are switched on an engaging with the community. People love that.
Advanced shit: If you post a video, try and guess what the most liked comment will be and then write that comment yourself. Extra points if you're able to weave in your product or brand name into that comment. If you get it right and your comment does end up being the most liked on the video, your comment will be one of the first comments that people see when they open the comments section and they'll immediately see your brand name or product name if you managed to place it in there. We do this for all of our TikTok content at Carter, and it drives a tonne more traffic because people know what to search for.

I'd like to see more comments from the Brownie God page in their own comment section. I didn't find many brand responses to comments and I think there is valuable additional traffic and sales to unlock, just by playing the comments section in a slightly smarter way.

📢 Who Else Can Copy Brownie God’s Strategy?

Any founder growing a visually appealing real-world consumer product, should be studying Brownie God like it’s your final exam. They are one of the best case studies of visual storytelling and community🤝brand engagement that you’ll find on TikTok.

I’d love to see someone do this for a premium beef jerky or biltong brand. I think smoking meats can be super visually aesthetic and if you’re a bearded countryside man with a smoke shed, I'd love to see you make this kind of content and create a sick AF beef jerky brand (If anyone’s working on this, please let me know!).

Right that’s enough writing - I’m off to get a brownie.

To get an in-depth breakdown like this every week in your inbox, scroll to the bottom of this page 👇

See you next week. GG 🫡

Danny

This Girl Sold 2.4 Million Brownies on TikTok.