There are some incredible brands in the world of eCommerce and DTC that are doing a fantastic job when it comes to their TikTok content and strategy.
That’s why I’m excited to introduce and show you many brands within this mega guide who are absolutely nailing it when it comes to viral content and videos that get serious traction.
In fact, many of these brands have managed to achieve millions (and millions) of views and rapidly build up an engaged audience in a short period of time.
So, why did I curate these accounts, and why am I sharing them with you all?
Well, I’ve been working with a couple of brands recently with their TikTok strategy, and one of the key things I did personally when I first started was explore and research what other brands are doing, regardless of whether or not they’re in the category of the brand I’m working with.
And ta-da! These are the many accounts I’ve been tracking for some time now that do an astounding job when it comes to their TikTok game. I know you’re going to love going through each of them for your own inspiration and research (I’ve thoroughly enjoyed the process myself).
What’s included for each of the accounts I’ve shared?
Goal of this guide: This is a taste-tester guide, not a full breakdown/super detailed audit. I simply want to introduce you to brands that are doing an amazing job on the platform. When it comes to the ‘analysis’ for each profile, I didn’t go into deep detail (there’s a separate resource/guide that will come later which goes deeper for certain brands). For this guide, I simply wanted to give a taster and introduction to amazing brands that you can explore further and do your own deeper analysis.
Oh, and quickly - the numbers of total followers, total likes, and the number of views of their most popular videos on each profile WILL change. Many of these companies are growing really fast on TikTok, so the numbers will likely be outdated for most of these brands due to the nature of how fast they’re growing. The numbers that I’ve shared should just be used as a guide to help you see which ones have done a great job in their earlier stages of growth within their chosen category.
I structured each of them and included key summary items, including:
When it comes to the categories, there are 10 categories I share the top profiles of.
Naturally, there are a lot of other brands on TikTok that have done an incredible job when it comes to growth and producing awesome viral videos, but I wanted to focus on the amazing brands within the eCommerce and DTC world across key categories.
(By the way, if you don’t see your category here, don’t worry! I’ll add more categories and profiles over time).
When it comes to exploring this guide and getting as much value out of it as you can, it’s important to have a small checklist of key learnings and takeaways that you should be looking out for.
Here’s the list of items and questions I use to help with research for learnings that I can apply to myself/brands I work with:
So, this is the main checklist of items I use when it comes to assessing account success. Of course, you may have other specific questions/things you look out for depending on the industry/category you work in.
Either way, I hope this helps create some structure for you to do your own ‘auditing’ and analysis.
Now it’s time to get stuck into these amazing brands that are nailing TikTok. :)
Recommended Reading: On top of going through these profiles and the small checklist I shared, I actually created a big guide on the top TikTok marketing strategies & growth hacks that marketers and brand owners need to know to help with growth. I share the key strategies that have worked with some of the brands I work with, and also many that I’ve noticed some of the really top brands use to help with explosive growth.
OffLimits is a cereal brand that is fun, quirky, and absolutely healthy. Think: all the good flavours but without the unnecessary additives. The cereal comes in four different flavours, each one branded with its own persona.
They’ve done incredibly well with their growth which is evident on their TikTok page, which has over 200,000+ followers and nearly 2+ million likes.
Hello Fresh is one of America’s most popular meal kits, wherein the company will deliver fresh ingredients with recipes to its subscribers on a weekly basis. People can choose their preferences when creating their unique plans, and prices will depend on the number of meals and serving size per order.
They’ve built a TikTok community that has 23,000+ followers.
Daily Harvest is a food company that maintains a farm-to-folk approach, with a leaning towards fruits and vegetables. Everything is grown on organic soil, and the smoothie mixes and harvest bowls costs are pretty awesome in terms of price.
They have over 100,000 followers on their page (and it’s climbing).
Dream Pops is a frozen desserts brand that uses plant-based ingredients to create healthy alternatives to the usual ice cream. They come in the form of pops, bites, and crunch.
They're doing incredibly well on TikTok with 200k+ followers (and growing pretty fast) and 5mil+ likes.
Ben and Jerry’s is a classic household ice cream brand that was founded in 1978 best known for its Chocolate Chip Cookie Dough, among other rockstar flavours (I mean, who doesn’t know and love Ben & Jerry’s, right?).
They have 336,500+ followers on TikTok, with an amassed 7.1 million likes.
Doughp sells raw cookie dough that comes in different flavours, such as cookies and cream, brownie and choco chip, and sprinkle and frosting. They come in bundled packs and individual containers, and they can be eaten raw or baked as desired.
The brand has over 47,000 followers on TikTok and over 1 million likes.
Have you ever heard of grain-free cereal? If not, meet Magic Spoon. The company creates cereals and bars that have significantly fewer carbs and sugar than their counterparts, and their best-selling bundle go gangbusters with sales. Massive fan of the content the Magic Spoon team produces.
The brand has over 12,000 followers and nearly 100,000 likes on TikTok.
Marley Spoon is a collaboration between Marley Spoon and Martha Stewart. The company sells meal kits with more than 45+ recipes that would cater to every possible taste and preference out there. Portions are reasonably priced, and shipping costs around the US are pretty good too.
Marley spoon has 12k+ followers on the platform (and growing quickly).
Blue Apron considers itself America’s original meal kit, as it has been around for over 10 years now. People can order meals one by one, or they can just join the subscription program being offered by Blue Apron.
Blue Apron has over 60,000 followers and 250,000 likes.
Everyone knows that the bottom tip of a waffle cone is the best part, so that’s what Muddy Bites set out to market. They pack up just the tip of the waffle cones and fill it with chocolate. They currently have 3 flavours - dark, milk, and white.
The brand has over 130,000+ followers on TikTok and over 4 million likes.
Milk Bar is a dessert shop that was founded by award-winning pastry chef Christina Tosi. They sell cakes, pies, cookies, and ice cream, with gluten-free options.
Their page has over 200,000 followers and 3.6 million likes.
As their slogan says, Goodles is noodles but ‘gooder’ (love it). The company basically makes the classic mac and cheese we all know and love, yet does so using healthy ingredients and packs it with nutrients. It comes in 6 flavours and each 4-packs.
Goodles have over 13,000+ followers on TikTok and 125k+ likes.
Chubby Snacks produces better and healthier snack options by pre-packaging whole wheat bread that has been filled with single-ingredient peanut butter and jellies. They sell 8-pack varieties, as well as subscriptions.
They have just a little over 1k+ followers on TikTok, with over 40,000+ likes.
French Squirrel was founded by an American named Sydney, who was inspired by her French grandmother’s love for good food. The brand sells chocolate berets and stuffed dates at awesome prices for their multi-pack bundles.
The brand currently has 1.5k+ followers on TikTok with over 44,000+ likes.
Marks and Spencer is a popular home and lifestyle brand that originated in London in 1884. They specialise in home care, clothing, beauty, and food products, with some of their branches focusing on certain lines.
They have over 28,000+ followers and nearly 10x more likes (awesome engagement ratio).
Ruggable is a rug brand that creates carpets and mats that are easily washable, comfortable, and beautiful. The price will depend on the size and design, with prices starting at less than $100.
They have over 64,000+ followers on their page, with 1.4 million+ likes.
The Sill was established in 2012, and it has a simple goal: to spread the love of plants and knowing their benefits. The company sells plants, planters, equipment, and bouquets, with prices starting from around the $30 mark for their beautiful plants.
The brand has over 13,000+ followers on TikTok and nearly 100,000+ likes.
Pattern Brands is a company that has different product brands, all designed to make the home a beautiful and restful place to live in - from organisation items to kitchen tools to custom home goods.
They currently have 51,500+ followers and over 1.1 million likes on TikTok.
Zara is famous as a fast-fashion clothing brand that produces classic pieces, and Zara Home is their product line for home goods. Their profile has nearly 75,000+ followers.
Bed Threads is a homeware brand that makes bed sheets, sleepwear, and table clothes from 100% flax linen. These come in solid, classic colours and people can build their own set of complementary colours as desired.
The brand has over 70,000+ followers and over 1.6 million likes on TikTok.
As the name implies, City Beach was founded in Australia. The company has been around for nearly four decades and is a fashion retailer that centres on skate, surf, and street gear for both men and women. This means clothing, sports items, and accessories.
Their TikTok has over 120,000+ followers and 444,000+ likes.
Monday Swimwear is a swimwear brand, as you can probably take from the name. They are known for their eco-friendly fits and long-lasting quality wear, with each piece priced at reasonable prices.
They have over 10,000+ followers on TikTok, with 41,000 likes.
Bask Suncare is just two years old, but it is quickly becoming known in the skincare industry for its award-winning lightweight formula with zero white cast. It comes in lotion and spray forms, priced at around $20 per bottle.
They already have over 10,000+ followers on their TikTok account.
Speedo is an internationally known swimwear brand that has been around since 1912. The brand is recognised for its high-quality, high-performance suits, goggles, and gear used by athletes and hobbyists alike.
Speedo has over 10,000 followers and 140,000+ likes.
Billabong is a famous Australian company known for its snowsports clothing and equipment, but they have since branched out to swimwear as well. From wetsuits to bikinis, the brand offers a wide range of gear to choose from.
Billabong has over 25,000+ followers and 300,000+ likes.
Ultra Violette is a sunscreen brand based in Australia. While fairly new to the game, they are already becoming known for their lightweight formulas that work well alongside skincare and makeup. They have different formulas for various skin types and preferences at great prices.
They’re still growing an audience on TikTok, with over 12.8k+ followers.
Haus Labs was founded by Lady Gaga in 2019, and they’re known for their vibrant and saturated lip, eye, and face makeup products. For instance, their best-selling foundation has 51 shades and is reasonably priced.
The brand is quite popular, with over 300,000+ followers (and growing quite fast) and 2.3+ million likes on TikTok.
Frank Body is a vegan body care brand that uses natural ingredients native to Australia, and it's best known for its coffee body scrubs priced at around $20 each. It is also famous for its facial scrub and ‘vitamin c’ moisturiser under its skincare line.
The brand only has over 25,000+ followers on TikTok with a whopping 1.5+ million likes.
Founded in 2010, BeautyPro is a skincare brand best known for its award-winning face sheet masks and under-eye retinol masks.
They have just over 300 followers and 4,000 likes on TikTok.
Vida Glow is a natural beauty company founded in Australia, and they’re known for producing marine collagen powder that has benefits on the user’s skin, hair, and nail health.
Their TikTok has around 8,500+ followers and 25,000+ likes.
Mecca is an Australian beauty retailer known for their offering of luxurious brands and highly coveted products. From the latest skincare devices to the newest launches, Mecca sells products from brands like Charlotte Tilbury, Drunk Elephant, and La Mer.
The company has quite the following, with 100,000+ followers on TikTok.
Dermalogica is a famous and reputable skincare brand most known for its serums and moisturisers. They have multiple product lines targeting different areas, as well as kits catered to specific skin types.
The brand has over 65,000+ followers on TikTok.
Tula is a skincare brand that has a really strong TikTok presence, with over 450,000+ followers and over 3+ million likes on the platform. They are known for their gentle yet effective probiotic formulas, and a good number of their items are award-winning, including their 24/7 moisturiser, eye balm, and cleansing milk.
Starface is a beauty brand with over 1.5+ million followers and 27+ million likes (damn, wow!). The brand is best known for cute pimple patches that come in cute designs and a mirror case.
I have to say that Starface has absolutely nailed its branding for its target market. Really impressive.
Credo Beauty is a beauty retailer that hosts over 130 brands and 2,000 products to meet the needs of various customers. They feature brands like Tata Harper, Kinship, and Kosas and have haircare, skincare, bath and body, and fragrance items.
They have over 3,000+ followers and over 20,000+ likes on TikTok.
Ugly Drinks is a sparkling water brand that was established in the UK in 2015. They are known for their zero sugar, zero calories drinks, and these come in different flavours such as Fruit Punch, Mango Soda, and Birthday Cake.
Their account has over 16,000+ followers and 90,000+ likes.
Founded and made in America, Mud\Wtr is a coffee alternative made from mushrooms, along with other organic ingredients, formulated to give people that caffeine fix without the crash.
Mud/Wtr has over 10,000+ followers and 21k+ likes.
Liquid Death easily has one of the most popular pages on this list, with 2.9+ million followers and 14.6+ million likes (insane numbers). The brand sells fresh mountain water in still and sparkling forms.
Sunwink is a clean, plant-based drink that has great health benefits and can be enjoyed by anyone. Their drinks have no artificial sweeteners, yet they come in a myriad of flavours, in both tonic and powder form.
Their page has over 11,000+ followers and over 50,000+ likes.
Hydrant always designs its products with one goal in mind: to beat dehydration. They do this in the form of electrolyte powders which address different issues, such as insomnia, lack of energy, and low immunity.
They have over 4,000+ followers and 35,000+ likes.
Young Henrys is an independent brewery that has been crafting alcoholic beverages in Sydney since 2012, selling canned beer, gin, and whisky for the greater market.
Young Henry’s has nearly 6,000+ followers on their account.
Soylent uses soy protein as the base to craft drinks that offer consumers complete nutrition in every bottle. These come in powder and liquid form.
They have 2.5k+ followers.
Golde sells powdered formulas powered by superfoods and natural ingredients for the best taste with the best nutrition. The brand is known for its lattes, but they also sell matcha and fruit variations.
They have nearly 30,000+ followers and 400,000+ likes on TikTok.
Pique is a healthy beverage brand that sources the best ingredients from around the world, from nations such as Japan, China, and Italy. The brand anchors its products on herbal solutions that are science-backed, so it weaves everything together through high-performing teas.
The brand currently has a whopping 8+ million likes on TikTok, with over 200,000+ followers.
Super Coffee markets itself as the delicious coffee brand to go to for those who enjoy sugary mixes and drinks, using natural ingredients like Coconut and Hazelnut. They have ready to drink bottles, grounds, and pods for those with different preferences.
The brand has over 45,000+ followers on TikTok.
Brightland crafts cold-pressed vinegars, olive oils, and honey using only the best harvest and authentic ingredients. They come in different mixes with great prices.
They have over 5,000+ followers and 100,000+ likes.
Bulletproof was established in the UK as the original Keto coffee, using only clean ingredients for their products. The brand has since branched out to supplements, protein bars, and oils, and everything is free from soy, gluten, and dyes.
They have over 12,000+ followers on their page.
Bondi Sands is impressive, with over 500,000+ followers and 1.4+ million likes on TikTok, though this isn’t a surprise as they are one of the best-known self-tanning brands in the world. Founded in Australia, they also offer suncare and skincare.
Tula Skincare is another popular brand on TikTok, with over 450,000+ followers and nearly 3+ million likes. It is a skincare company that anchors its formulas on probiotic extracts designed to give balance to the skin for all skin types.
Moonjuice is a beauty and lifestyle that sells adaptogen-based supplements and products for health, skincare, immunity, and mood. They come in tablets, powders, drinks, moisturisers, cleansers, and just about anything you can associate with self-care items.
The brand has over 3,000+ followers on TikTok and many likes.
ZitSticka is famous for its, well, zit stickers that do more than just remove pimples from the skin. Their patches are multi-functioning, with a variation that even helps scars fade with patches at affordable prices.
They have over 8,000+ followers and 50,000+ likes on TikTok.
Maelys creates beauty products that pay attention to every body part that needs attention - from face to chest to legs. This means belly-firming creams, inner thigh care, and body serums.
The Iconic is a fashion retailer with markets in Australia and New Zealand, known for its wide range of brands like Polo Ralph Lauren, Tommy Hilfiger, and Calvin Klein.
They have nearly 33,000+ followers and over 120,000+ likes on TikTok.
Venroy is an Australian company that has been making high-quality clothes since 2011, using linen as their main fabric for beachwear. They have since branched out to other natural fabrics and clothing lines.
Their TikTok account has 7,000+ followers and over 150,000+ likes.
Allbirds claims to make the world’s most comfortable apparel, made with sustainable materials and natural fibres such as merino wool and cotton. They are best known for their footwear, but they actually also sell socks, tees, accessories and other clothing items.
They have over 2,000+ followers on TikTok and many likes.
Asos is an internationally known fashion and beauty retailer, so it’s unsurprising that they have 1.5+ million followers and over 14 million likes on TikTok. They offer self-labelled and other branded products, like Olaplex, Abercrombie and Fitch, and Calvin Klein.
Boohoo is a British fashion retailer that started out in 2006, known for its trendy and fashionable clothing for both men and women. They celebrate individuality and diversity, and they have a recent partnership clothing line with Kourtney Kardashian.
Their profile has 1.3+ million followers and 11+ million likes.
A brand that practically needs no introduction, Abercrombie and Fitch is a household name when it comes to fashion. They’ve been around since 1892, and they continue to be known for their casual wear, such as shirts, shorts, and loungewear.
They have over 38,000+ followers and 60,000+ likes on TikTok.
Selfawear is an Australian brand that sells clothing and jewellery that have positive and encouraging quotes printed on them.
The brand continues to grow, with over 10,000+ followers on TikTok.
Farfetch is an online luxury retailer that hosts designer brands like Tom Ford, Jacquemus, and Stella McCartney. Their prices easily hit thousands of dollars, and they cater to a particular market.
Their TikTok has over 15,000+ followers and ten times as many likes.
Aje is an Australian luxury designer brand known for its feminine yet modern silhouettes. The brand was founded in 2008 and is now recognised for being a contemporary fashion trendsetter.
The brand has 4,000+ followers and over 12,000+ likes on TikTok.
Knix sells high-quality, comfortable intimates, from wireless bras to seamless underwear. They come in multiple colours designed to match a wide range of skin tones.
The brand is quite well known, with over 143,000+ followers and nearly 7+ million likes on TikTok.
Founded in 2019 by Kim Kardashian, Skims is a shapewear company that offers diverse and inclusive sizing and colours for humans of all sizes. They are also known for their comfortable loungewear and underwear.
The brand has 900,000+ followers and 11.5+ million likes on TikTok.
Supply is a male grooming company that centres its products around the act of shaving. This means razors, creams, and washes. They sell their products in bundles, with a set for skincare and another set for shaving.
The brand has 500,000+ followers and 8+ million likes on TikTok.
Founded in Australia, Vacay Swimwear is a resorts wear brand made especially for men. They have shirts, shorts, and trunks in classic colours and designs. (I’m a massive fan of their board shorts myself).
Their TikTok account has just over 4,000+ followers (which is growing).
Disco is a men’s skincare brand that uses science-backed ingredients in its premium formulations. From acne to dark circles to razor burns, they have crafted products that address male care needs. They also have skincare kits which are great value.
Their page has over 26,000+ followers and over 275k+ likes.
War Paint For Men is an award-winning makeup and skincare brand that caters to male skin. They have primers, eye creams, brow gels, makeup removers, foundations, and even bronzers!
They have 4,000+ followers and over 40,000+ likes on TikTok.
Pair of Thieves is a male apparel company that designs long-lasting basics. They started out with socks and have since branched out to clothing and underwear.
They have an impressive 1.4+ million likes on TikTok, even though they only have around 38,000 followers.
Beyond Meat was founded in LA in 2009 as a company that provides plant-based meat substitutes. This means burgers, ground meat, chicken, and jerky alternatives - all healthy and non-GMO.
They have over 180,000+ and 1.5+ million likes on TikTok.
Partake Foods is a company that makes desserts and mixes without the most-known allergens to ensure a yummy yet safe sweets experience. They sell cookies and pancakes and baking mixes at great prices.
They have over 1,000+ followers on TikTok.
Proper Wild creates clean and healthy energy shots in different flavours at an average of $3.99 per shot (cheaper if you subscribe or buy multiple at once). It has more caffeine than having a morning shot of espresso (wow) and uses 100% plant-based ingredients (how awesome!).
Their page has 3,000+ followers and over 10,000 likes.
Touche is a brand that uses vegan silk to craft sleep care items such as pillowcases, eye masks, and bedding for the ultimate, luxurious relaxation experience. These are sold individually or in bedding bundles.
They have over 40,000+ followers on TikTok, with 500,000+ likes.
Bao is an organic skincare brand based in the UK, with each product crafted with traceable ingredients. Their best seller is their recovery face cream.
The brand is quite niche, with just over 300 followers on TikTok.
Whilst I believe pretty much all the brands I’ve spoken about in this guide are really good, there are certainly some standouts that keep producing epic TikTok content for their audiences. If I had to narrow it down to 7 of them that have done a really good job when it comes to executing creative and engaging videos, they would be; Beyond Meat, Daily Harvest, Mecca Beauty, Magic Spoon, Liquid Death, Bulletproof, and Eat Dough. This is, of course, my opinion, but when you check them out, you’ll see my reasons why.
In no particular order of view counts or followers, these are the most followed brands on TikTok within this guide that have a really great video strategy in place (within their respective categories) - Supply, Disco, Golde, Frank Body, City Beach Australia, Ben & Jerry’s, Hello Fresh (US), Off Limits, Ruggable, Bed Threads, and Zara Home. When you go through each of these brand’s accounts, the types of videos they produce that have helped them get to the huge follower and view counts they’ve achieved include producing educational videos, comedy-based and humorous videos, Q&A videos, exclusive interviews with key folk in their specific categories, relatable videos that their audience understands and gravitate towards (so storytelling, etc.), unboxing videos, product reviews, and just any type of entertaining content (i.e. dance challenges, dancing videos, etc - all using the latest trending music, sounds, and edits). A key standout that many of these brands follow is focusing on producing short form content that doesn’t go longer than 30 seconds (or 45 secs at best). As many of us know, you can produce TikTok content that lasts for a few minutes, but if you want to try replicate the success of these other companies, then it’s best to focus on producing short form videos.
To achieve virality on the platform, it’s all about trial and error. Whilst we’ve seen a lot of brands and creators go viral and have multiple viral pieces of content that get millions of views, it’s not realistic to expect that every video is going to go gangbusters. Especially, if you’re just starting out on TikTok. In fact, if you scroll towards the early days of a brand’s TikTok feed, you’ll see they started off with some humble numbers. Yet, the way they helped themselves go viral, and produce more videos that had a stronger chance of going viral, was that they did a lot of trial and error. Yes, it’s all about testing and seeing what aspects you can then replicate to create your ‘own recipe’ when it comes to producing epic content that can get serious view counts - remember, they all had to start at ground zero. In terms of the specific attributes that go towards creating top-notch TikTok videos, they include; ensuring you’re using the latest sounds and music from ‘on trend videos’ that are performing well (I recommend using an app called TrendTok), using trending hashtags that are relevant (and make sure to include your own brand specific hashtags), have a great first 3 seconds (also known as the hook), post at random times (i.e. not on the hour as that’s when everyone else posts), and ensuring you interact/engage with your TikTok comments (and responding to them as fast as you can to keep the engagement momentum up - the TikTok algorithm loves that).
There’s naturally quite a bit that goes into formulating a marketing strategy for TikTok. However, I’d say 3 key recommendations stand out the most for me that many of these brands follow in order to really scale their ability to produce videos that do really well (which in turn gets millions of views and followers) that you should absolutely focus on and ensure it’s a core area of your strategy. The first tip/recommendation is nailing the ‘hook’ for each of the videos. You need to stand out from the beginning when you do your videos - i.e. say something potentially contrary to normal beliefs or thoughts within your industry or perhaps a controversial point of view on a particular ‘hot take’ (this, of course, needs to be done within reason). The reason why I point out the ‘hook’ as the number one thing to remember is that it can play a key role in terms of the content you produce (and the strategy that you’ll follow). If you think about the types of hooks that you will produce, then that will play a role in helping you create quality videos that are engaging from the start, so that you have a good chance of getting high view counts. Honestly, some amazing videos I’ve seen have low view counts not due to the fact that the video is bad, it’s just that the intro (first 3 seconds) is strong enough to get people interested and ‘hooked’ to watch the rest of it. The second tip/recommendation is actually a key reason why I created this guide in the first place - curate inspiration from your industry and do your own audits. Do a competitor analysis and explore what your competitors are producing on their TikTok feeds (keep track and take screenshots). Look at the types of titles and videos that are getting more engagement over others. If you do an audit first, this will help you a lot on refining content that you should focus on. The third main tip I recommend focusing on is working with content creators/influencers (or even relatable brands) for collab videos. One of the best ways to grow your TikTok profile is to leverage the networks and followings of others that have already done the hard work of building their audience. You can do UGC product review videos, perhaps an interview series on a particular topic, or even do a UGC competition. You’d be surprised with the right outreach approach and offering, that you can do this quite cost-effectively. To round out the tips/recommendations I’ve suggested, these are 3 that have worked well for brands I’ve seen. Naturally, there are many other factors that go into formulating a winning strategy, but these 3 for me are certainly key to consider.
Yes, I’ve had some really good recent success with ads on the TikTok platform, and I certainly encourage brands that if they’re not doing ads on the platform that they should seriously consider it as a new channel outside of the typical ad networks (e.g. Facebook/Instagram). Since doing ads on the platform, we’ve seen cheaper CPMs and relatively good CPA overall. CPMs, in particular, have been really encouraging for us to continue investing in as a channel. I know TikTok is releasing new features and more efficient ways of using the ads suite, which is great to see as a performance marketer, so I’m excited to see the new developments and features that will be rolled out (and no doubt announcements of new placements).