Many don’t know this, but BrownieGod has been crushing it on TikTok and social media over the last few months.
Most people outside the UK might have scrolled past one of their viral TikToks without even realising it.
Look…
I could be a bit biased, being that I have a sweet tooth… (I mean Brownies are pretty damn good!)
But when you look closer, BrownieGod’s marketing success isn’t an accident — it’s a masterclass in using the AIDA Formula (Attention, Interest, Desire, Action) to create unstoppable brand social content.
Let’s dive into exactly how BrownieGod burst onto the scene, what we can learn from it, and how you can apply these strategies to dominate your social media content strategy too!
p.s. if you love learning about TikTok success stories, then this article is for you!
p.p.s. If you are keen to learn more about what’s trending on TikTok, check out my monthly TikTok trends report!
Table Of Contents:
How BrownieGod Came To Be
BrownieGod has been excelling.
Starting in their parents’ kitchen, Kanita and Xhenis Ramaxhiku have rapidly grown their business to cater to 70,000 UK Customers and a digital community of over 1 million.
But how?
The concept (as mentioned on the Packhelp Podcast) was simple: deliver food with “beautiful packaging [that looks] amazing.”
This is a business that has not only adjusted to the economic climate after closing its initial stall during COVID-19, but has also turned to social media and become an online-only operation, while building something unique in a competitive environment: baked goods.
BrownieGod’s Marketing Strategy
Let’s break down what made BrownieGod so successful and the key lessons we can draw from their marketing strategy and brand management (Other than the iconic British accent):
1. Branding and Personality Is On Point
As Sarah Hyndman (author of ‘Why Fonts Matter) said best:
“When you choose a font, you’re choosing a personality for your brand.”
Yet simple: From the ‘Browniegod’ logo to the use of colour, in browns, reds, and pinks, you know what you’re getting.
The product is likely chocolatey and baked, reminding you of brownies.
Their branding isn’t random — it triggers emotions of warmth, premium gifting, and handcrafted love.
As stated by Ramazhiku, “[it’s an] experience when people receive their gifts… when they open it and they see that personalisation”.
Their warm, neutral colours feel luxurious, cosy, and premium, but not intimidating, unlike other premium brands.
BrownieGod uses a serif font that feels modern and approachable at the same time.
It is handcrafted but boutique, and the lowercase letters give the brand a friendly, playful vibe.
2. Creating Viral Content Through Storytelling
BrownieGod doesn’t just “post content.”
They weaponise storytelling to make their videos unskippable, driving engagement, community, and brand loyalty.
BrownieGod’s social media marketing strategy is based on developing content that sparks the elements of creating visual stock and curiosity to tell a story and educate their audiences.
“My Response To Being Called Out”
In this video, it starts with pure visual shock: huge text implying scandal.
This immediately sparks emotion and shock in audiences, who want to understand why this brand is being called out.
Ramazhiku, who’s featured in the video, then explains why she was called out, establishing that there’s a passionate “Brookie” fan who loves a particular product.
Screenshots of the messages are also used, making the audience feel like they are part of the brand.
👉 This video received 50K views on TikTok in its first 4 days.
“Replacing An Employee With A Robot”
Similar to the first video, BrownieGod uses visual shock and curiosity to captivate the audience on a subject matter related to cultural relevance.
Over dramatic music, they tease controversy (“replacing an employee?”) but flip it to show how they invest in better equipment for their team.
It is the perfect use of curiosity and cultural relevance that keeps viewers glued to the screen.
👉 In the first week, this video received 330k views on TikTok in its first week.
“Break up Brownie”
One of the content styles that BrownieGod thrives on is their behind-the-scenes videos.
This is where BrownieGod shows viewers either their processes, a day in the life, or the custom orders they make for their customers.
Using simple footage and a voiceover, one of the most popular behind-the-scenes videos features a custom order—a gift for someone looking to break up with their partner.
The video begins with a voice-over, “Alright, who did this?” instantly sparking curiosity and inviting participation to get the BrownieGod community involved.
It then allows BrownieGod to mention a bit about the product and service they provide, as well as the in-house business reactions to some of the custom messaging they receive.
Bonus?
They slide a subtle CTA at the end, inviting viewers to place their own savage orders.
3. Focusing On Core Capabilities
BrownieGods’ marketing strategy and brand persona revolve around its core value of communicating that its product is “made in a kitchen, not a factory.”
In today’s consumer landscape, many foods are manufactured in factories for large-scale production and maximum profitability.
BrownieGod tries to emphasise its homemade appeal by often showing its employees on their socials and website wearing aprons to create that homemade appeal.
They also include a lot of imagery, either of their hands physically holding a brownie as though they are about to eat it, as well as images with the brownies still in their liners as though they’ve just come out of the oven.
4. Strategic Growth, Not Hype Growth
Unlike brands that explode and die chasing every trend, BrownieGod didn’t rise to success through gimmicks or viral hacks.
They could have seen their rise as an opportunity to expand their product range into cookies, pastries, and cakes, and heavily automate their processes.
In other words, they ensured simplicity and focused on improving and refining their iconic product offering: their brownies.
This fosters brand consistency and dependability, ensuring that customers’ expectations and experiences are consistently met and exceeded.
5. Learning and Adapting
As previously mentioned, BrownieGod take a lot of pride in listening to their audience and acting on that feedback to improve their offering.
This could be tweaking recipes, processes, or flavours.
They treat all feedback as a growth tool, not criticism.
An example was a video from April 2025, where a commenter asked why the moulded letters were done individually, as opposed to “spreading the blob and taking off the excess” to shorten the time.
@browniegod Replying to @Asher Inefficient processes are what we have been working against for the past 5 years haha believe it or not this is a MAJOR improvement to how it used to be 🤣❤️ #Browniegod #bakery #brownies #smallbusiness #chocolate #london #gifts #ukdelivery ♬ original sound – Browniegod
Instead of ignoring it, BrownieGod created a full video response explaining the technique, demoing why shortcuts would ruin the quality.
This was explained while BrownieGod was doing a live demonstration, showing why it wouldn’t work.
Final Word: How To Use BrownieGod’s Marketing As Inspiration For Your Social Media Content
Brownie God isn’t just another sweet treat brand, nor is their viral TikTok success random.
They’re a marketing powerhouse that uses the art of storytelling as its strategic backbone, baking the AIDA formula right into everything they do.
- They grab Attention through powerful hooks, visual storytelling, and shock-value content,
- Spark interest by pulling you deeper into their brand world, showing their story, personality, and behind-the-scenes moments,
- Build desire through rich branding cues — fonts, colours, personalisation, scarcity, homemade authenticity — making you want their product before you even realise it.
- Finally, they seamlessly drive action, whether it’s buying a brownie, joining their community, or becoming a repeat customer.
BrownieGod proves that if you can hook attention, stoke interest, flame desire, and guide people to take action, you don’t just survive… You dominate.
Lesson? In a world chasing the next shiny trick, depth beats speed, and consistency crushes chaos.
If you’re serious about building a business that scales, take a leaf from BrownieGod’s playbook:
Focus. Listen. Build emotion. Create desire. Drive action.
And most importantly — stay ruthless about delivering one outstanding product, one remarkable experience, better than anyone else.