UK November 12
Sandwiched between the viral dance trends, lip sync videos and endless challenges, telehealth company Wisp created its own popular moments with posts about destigmatizing sexual wellness. Call it the niche effect, a phenomenon in which non-conventional brands are building up their audiences with help from TikTok’s targeted algorithm and niche communities who are continuously turning to the short-form video app as a place to learn. Read more below.
- As more and more brands flock to TikTok, unorthodox brands, in particular, say they’re finding success in niche communities.
- Group Nine’s direct-to-consumer ad product sends brand-sponsored and editorially-curated items to sweepstakes winners. It created 19 boxes, bringing in seven-figure revenue.