The TikTok Takeover & How to Break the Internet

Photo credit: Tab-TV

Welcome to the first edition of Disruptive - a weekly newsletter for startup founders who want to build a brand that lasts. Each week we’ll be sending you insights, actionable advice and sticky marketing ideas to accelerate your growth.🚀

This week we’re diving into the #1 thing your marketing strategy can’t afford to miss, how “done” is better than “perfect”, and risqué marketing campaigns that stop people in their tracks.

Let’s dive in ⬇️


What to do When Video Content is King?

Make Video Content.

In a world where people are craving connection and entertainment, video content is taking center stage. Are you giving your audience what they want?

The TikTok Takeover

TikTok disrupted social media at the beginning of the pandemic and took the throne as the most downloaded app of the year in 2020 and 2021. It’s quickly become a cult favorite among influencers and creators alike thanks to TikTok’s algorithm, which prioritizes content and not the size of your following.

The result?

Creators are able to expand their reach in ways that haven’t been available to them before.

Shortly after TikTok exploded, Facebook (ahem, ~Meta~) realized it needed to get competitive if it wanted to retain its user base. They not only released Instagram Reels as a new feature, but started to prioritize Reels over everything else.

Across the board, Instagram creators have been able to see higher impressions and better engagement with this feature. In fact, many brands are reporting that Reels get 67% more engagement than their regular video posts. (

What This Means for Your Brand

Well for starters, you need to be aware that video is no longer just a passing trend. It has become an essential tool for businesses of all sizes, and if you’re not already using it as a part of your marketing strategy, it’s time to start.

The place we’d recommend starting? Instagram Reels.

In December 2021, PR Daily ran a study on brand’s effectiveness on TikTok vs. Instagram and found that, while influencers receive significantly more engagement on TikTok, it is reversed for brands. “On Reels, the cross-posted brand content we analyzed received an average 12% impression rate, compared to a 5% average impression rate for the same content on TikTok.” (

The scrappy, raw, unedited nature of TikTok makes the app the perfect place for creators to show their authentic personalities, hence this type of content is favored over brand promotion. However, that same imperfect and authentic approach is exactly what your audience is looking for when it comes to video content for your brand and it performs quite a bit better on Reels than on TikTok.

Where to Begin

1. Start making “imperfect” video content.

You don’t need a fancy video camera or lighting setup. Simply hold up your phone, record yourself talking, throw a catchy sound over top of it, add some subtitles, and send it out into the world.

2. Do what feels authentic to your brand.

If you don’t feel like dancing for a 30 second video clip, don’t do it! Your audience will favor content that feels genuine vs. something that feels forced. Try funny voiceover videos or bite-sized educational videos expanding on an idea or topic.

3. Find Influencers on TikTok and Instagram that align with your brand.

If it feels too difficult to achieve the raw and authentic approach via your brand account alone, partner with influencers who are in the same industry and who can share your message on their accounts. This can open up your brand’s visibility across both TikTok and Instagram.

At the end of the day, If you weren’t an early adopter of Instagram Reels and TikTok videos, it’s not too late. Consider this us tossing you a metaphorical life preserve - time to climb aboard and start creating some video content of your own!


Modern Marketing Moments

Disruptive, thought-provoking, powerful marketing moves that we can’t look away from.

#1 Adidas Broke the Internet with Bare Boobs

Earlier this month Adidas launched a new campaign for their inclusive sports bra collection by sharing an image on Twitter with 25 shirtless women and a caption that read, “We believe women’s breasts in all shapes and sizes deserve support and comfort, which is why our new sports bra range contains 43 styles, so everyone can find the right fit for them.”

Love it or hate it, this free-the-nipple campaign has got us all talking… which was probably the point.

#2 Wrangler Joins the NFT Game

For Wrangler’s 75th year in business, they are stepping into the “wild west of NFTs” in partnership with musician Leon Bridges. The denim company has created a “Legendary-Tier” NFT which is a replica of Bridges custom denim jacket complete with “a vault of digital content sewn into its seams”. This content unlocks access to exclusive material from Bridges himself.

Wrangler saw the Web3 train rolling and they decided to hop on, knowing that this is where the future consumer is being taken as well.

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