How To Use Hashtags on Facebook

Since its creation, the hashtag has become a centerpiece of social media. Hashtags allow your posts to be searchable and more visible, so they should be a staple in your social media strategy. You may already know how to use them on Instagram and Twitter, but you might be asking: what's the deal with hashtags on Facebook? We've got answers.

#SocialListening

Before you can know how to use hashtags in your own Facebook posts, you should learn from the best. Follow popular pages and businesses to learn how they are using hashtags. You can also analyze your competitors' hashtags to see what they use and when and why they use them. Lastly, take a look at some of your followers' posts to get a sense of what they talk about, and then you can choose tags for your own posts that target your audience's interests.

#KeepItBranded

Give your posts an extra layer of branding by using one or two original hashtags consistently. For example, a branded hashtag for Random could be #TheRandomBlog. Including a tag unique to your business in your Facebook post leaves the audience with a sense of who you are and an opportunity to check out the other posts you've made with the same hashtag.

#LessIsMore

You've probably seen plenty of Facebook posts that are so loaded with hashtags you can barely make sense of what the user is trying to say. Basically, avoid doing that. On Facebook, fewer hashtags equals more engagement. Try to limit your tags to no more than three per post.

#BalanceItOut

When including multiple hashtags in a post, balance the popularity of the tags. Use a hashtag generator like this one from Inflact to find hashtags by keyword, photo, or URL and see how often they're used. Choose a mix of tags that are popular (in the millions), average (100k-500k), and rare (less than 100k). Use hashtags related to your industry and the audience you are trying to reach.

#BeSpecific

Be sure to use hashtags that are specific to the topic of your post, your business or industry, and the audience you are targeting. If your tags are popular but not relevant, your post might be more visible but it won't reach your target audience. If your tags are too obscure, nobody will be searching for them. Finding the delicate balance between relevance and specificity might take some practice, but the result is worth it. Check out some more hashtag tips below.

#ShortAndSweet

Another part of choosing and creating hashtags that takes practice is the length. If your tag is too wordy, it will be difficult for users to read. Here's an example of what not to do: #internationaltravelerandphotographer. Long hashtags like this can often be broken down into smaller ones that will generate more engagement: #international #travel #photographer. To make tags even easier to read, you can capitalize the first letter of each word in the hashtag.

If you're ready to start leveraging hashtags for your brand, contact us today to see how our team can help you build a custom hashtag strategy for your business.

Is Clubhouse Dead?

What is Clubhouse?

A brief aside for the uninitiated what exactly is Clubhouse?

Clubhouse is a live group audio app. Users remain faceless and can log in to live rooms at any time. The themes of the aforementioned rooms vary wildly: fans of specific books and musicians can host discussions with fellow fans; moguls and celebrities can answer questions directly; etc.

The primary appeal of Clubhouse is that anyone can chime in. Average users directly interact with their favorite podcasters, celebrities, and politicians. Instead of merely consumers, users become active contributors. Similar to podcasts, Clubhouse is also accessible even while otherwise engaged by driving, exercising, or cleaning the house, but the user-generated nature of Clubhouse gives users a sense of intimacy and closeness with their admired creators.

Clubhouse's Growth

Clubhouse began as a social media startup under Paul Davison and Rohan Seth targeted at podcasters and their audiences. As with many startups, they began their business with funds from angel investors and venture capitalists.

The social audio app was originally released for iOS in March 2020 with an invite-only userbase”in order to get in, a current member had to send you a code. Out the door, Clubhouse enjoyed reasonable growth and accumulated 600,000 registered users by the end of 2020, as well as a considerable wait-list (including many notable Silicon Valley players) pining for entry codes.

Things picked up for the audio app in early 2021. From February 1^st to 15^th, Clubhouse's downloads more than doubled, rocketing to 8.1 million in two weeks. Tech royalty like Elon Musk and Mark Zuckerberg, notably, chatted casually with average users and popped into other live sessions. Codes are famously sold on eBay for up to $400 a pop.

Clubhouse Today

Clubhouse has introduced a number of updates to the app, including a Patreon-like service called Clubhouse Payments, a text feature, and the option to record audio sessions to create podcasts. Clubhouse's leadership recently announced that they have done away with the entry-code system, although the app still has a waitlist implemented for new users. Additionally, Clubhouse has partnered with TED to provide unique talks and discussions through the app. The recent release of Clubhouse for Android led to a significant uptick in downloads worldwide”7.7 million in June 2021, about ¾ of which came from India alone, demonstrating the app's global appeal.

However, no matter how you cut it, Clubhouse's explosive growth is slowing down. Currently ranked 46^th among social apps in Apple's App Store, Clubhouse is calculating how to foster longevity in a market dominated by heavy-hitters like Instagram, Twitter, Twitch, and Facebook.

Is Clubhouse Dead?

Some argue that Clubhouse's decline is inevitable”the longer the app is available, the fewer downloads will occur as those who want to join the app will have already done so. The rapid growth seen in 2021 is difficult, if not impossible, to maintain.

Others argue that Clubhouse's explosive popularity was largely tied to the Covid-19 pandemic, and its current decline will only increase as people gradually return to in-person hangouts. Social isolation left many, if not the majority of, people feeling lonely and disconnected. Live group audio was an effective balm.

Additionally, Clubhouse's structure punishes lateness or random droppers-in. When streaming on Twitch, Youtube, or even going live on Instagram, the visual element allows latecomers to easily extrapolate what's going on. Similar to joining an ongoing conversation at a party, in Clubhouse one may need to ask Hey, what's going on? However, unlike a small conversation between three people, a Clubhouse room can contain up to 5000. It makes it hard to figure out what's going on, or ask if a user enters a room 10 minutes, 20 minutes late, or logs into Clubhouse randomly to find interesting content.

Despite a recent decline in downloads, Clubhouse has nevertheless had an impact on social media. Facebook, Twitter, and Spotify have all introduced live audio features. Based on these initiatives, it's safe to say group audio isn't going to disappear soon, even if its preeminence may be short-lived.

Clubhouse isn't dead, but its staggering growth in 2021 is unsustainable. It will likely evolve into a more niche app, with a small but passionate userbase”especially as social media giants roll out similar features.

Should You Use Clubhouse?

Live group audio is here to stay, for now at least, and will become more widespread. So, who should use group audio? How can it be used most effectively?

Those who generate primarily visual content, such as artists, chefs, models, fitness gurus, photographers, or gamers may find it difficult to transpose their typical offerings to Clubhouse. Even people who work with audio, like musicians or ASMR creators, may face challenges due to the uncontrolled sound being made by live participants.

Clubhouse has many potential benefits. Hosting a room periodically in Clubhouse if you already have a strong following could be an excellent way to connect directly with your audience. If you're an aspiring or well-established thought leader, hosting Q&As or talk-back sessions on Clubhouse could prove fruitful for gaining, engaging, and retaining followers”as evidenced by TED's recent partnership with Clubhouse. If you're a superfan of just about anything aiming to connect with other fans from around the world, Clubhouse is a strong social media choice.

However, keep in mind that using Clubhouse can introduce an element of chaos to any discussion. Akin to live performance, there is always a risk for hecklers and disruption, but for many, that is a chance worth taking for something organically wonderful to happen. Unlike other live-streaming apps, users are not strictly audience members, but equal participants.

If you're interested in growing your business through effective social media strategy across Clubhouse and other platforms, reach out to us at hello@thatrandomagency.com

Meet Emily, Our Newest Social Media Intern

Say hi to Emily, Random Agency's new Social Media Marketing Intern! We can't wait to get to know her and what better way to do that than a Q & A?

First, the obvious question: Why did you choose Random Agency?

I was excited that Random Agency is woman-owned and I was intrigued by the well-organized application process and clever voice present through all their copy. Totally piqued my interest!

Tell us three cool things about yourself.

I love to write poetry and used to bind my own chapbooks!
I know a lot of animal facts and love, love, love animals”reptiles and amphibians included!
I'm really handy and pretty good at fixing things!

Favorite TV show?

Right now, it's What We Do in the Shadows or Never Have I Ever.

If money was no object, where would you go and what would you do?

I would spend two months eating everything in Japan”I'd spend weeks in Tokyo, then take the train all around the archipelago and try regional food, go to temples, sit in a hot spring and never come out

What's in your refrigerator right now?

Four different kinds of kimchi and a peach-ginger icebox cake.

If you could have a superpower, what would it be?

I would definitely want to be psychic.

What's your favorite childhood memory?

I used to stuff my little brother into the linen closet in the hallway and pretend he was a chicken”I was the farmer, and I'd come let him out and feed him he totally loved it. We played a lot of games like that!

Name one thing you wish you could do better.

I really wish I could play guitar better. I learned through the pandemic!

Which three things would you take to a desert island?

A lifetime supply of sunscreen, a biiiiig book, and a hatchet.

What is the last book you read?

I just finished Klara and the Sun by Kazuo Ishiguro -I think he's wonderful.

What is your favorite account to follow on Instagram?

Honestly? My friend Juliet. She puts out colorful, joyful, honest content about plants, body-positivity, recently her solo-trip to Mexico I've always looked up to her, and I still do. She inspires me!

5 Best Websites for Free Podcast Music

With the meteoric rise in podcast popularity, integrating music into your episodes is more important than ever. From Beethovan to Billie Elish, music is a transcendental method of communication. We hum the opening to Beethovan's 5th Symphony, radio jingles, and our favorite pop refrains. Check out these free music sites and give your podcast the recognizable theme song it deserves today.

Pixabay

Pixabay is a well-known site for free and royalty-free images, videos, and music. They have a variety of search parameters to help narrow your search, including duration, mood, speed, and theme. You can search for songs labeled Intro / Outro, which gives you a smaller selection of songs specifically edited to be 0.5-1.25 minutes long. Their database contains a wide variety of songs, all licensed through Pixabay and free for modified commercial and non-commercial use. Artist attribution is appreciated, but not required. One feature that stands out is the option to donate directly to the artists.

Incompetech

Incompetech offers free royalty-free songs for commercial use, attribution required. The free plan only allows you to download files as mp3's, which should be sufficient for most editors. Their site is visually simplistic, with the options to search by keyword, feels, tempo, genre, and duration. They provide the required attribution information, which you can copy and paste into your credit section and/or verbally announce. Incompetech offers extended licenses, which give you access to premium songs, a PDF license, and different file formats.

Free Music Archive

Free Music Archive (FMA) is a collection of open licensed, free music. Their search parameters allow you to search by artist, duration, genre, type of license, or trending tracks. The trending tracks feature is a fun addition. Even if you don't use one of the trending songs, it's a great way to stay up-to-date with popular audio trends. Since songs are licensed through the artists and not the database as a whole, make sure you double-check the specifics for each song. Many require artist attribution and are free for commercial use with modification. A good choice for podcasting! Additionally, FMA partners with a Tribe of Noise PRO, which offers guaranteed royalty-free music for a per-song, tiered licensing fee.

ccMixter

Similar to FMA, ccMixter is a collection of remixes and samples individually licensed under the Creative Commons license. The license and usage varies by song, so double check to make sure you pick one cleared for commercial use. Since many of the songs are remixes, many of the songs have very unique sounds. While ccMixter lacks the smooth search and sort functionality, taking the time to sort through their library is sure to uncover some hidden gems.

Purple Planet

Last but not least is Purple Planet. Besides arguably having the coolest looking website among these top pics, the England-based team hosts a moderate collection of self-composed music. You can search by keyword and mood, or explore trending tracks. Their free tier gives you access to a 92kpbs MP3 download for limited use, including podcasts. As long as you credit them, all is cool. Purple Planet's Standard and Broadcast Licenses grant you access to more use flexibility and do not require attribution. They have a simple FAQ section and licensing chart to answer any further questions you may have.

Remember, before you add random songs into your podcast, make sure you read up on the licensing specifics of the artist or database. Just because you can download a song doesn't mean you can use it commercially in a podcast. When in doubt, ask permission, or go custom-made. Ultimately, if you have room in your budget, the best option is hiring a quality sound designer to compose custom music for your podcast.

Whether you go free or paid, securing theme music is another step towards sounding like a professional podcast.

Are you ready to take your podcast to the next level? Reach out to us hello@thatrandomagency.com

Want to Future-Proof Your Digital Marketing Strategy? Pay Attention to Only Fans.

Want to be ahead of other brands in finding that next great digital channel with an untapped audience?

Seriously, you need to keep an eye on how the pornography industry is bringing its content to market. While there will always be debate over whether pornography still drives the internet, the truth is that one out of every seven internet searches is for porn. Porn has also been on the leading edge of new content technology since the introduction of the VHS.

Sex is hard-wired into our brains. It's probably because it's literally a matter of life or death, so it's not surprising that from the time humans learned how to use tools, we started creating porn. Don't believe us? There are cave paintings depicting couples having sex that date back 11,000 years! Thankfully, we don't have to work that hard. Can you use the word hard in an article about online porn?

Anyway, the point is that pornography has always been an innovator or early adopter as society has invented new ways to consume content and interact with each other. The reason this industry always finds itself on the cutting edge has more to do with the structure of its audience than it does the nature of the content.

You see, the pornography audience has a lot of elements that allow the industry to learn and react quickly. The reason is that it has niche content that appeals to a broad audience, and that audience is already accustomed to a mix of free, ad-supported, and paid content. It is also unique that porn has been forced to build all of its own infrastructures, mostly outside of what most people would consider mainstream social media because of its explicit content. Places like Facebook, Twitter, and YouTube have strict content guidelines that don't allow porn to exist.

Increasing restrictions on platforms like Facebook has created an opportunity for OnlyFans to become disruptive. In an era of digital marketing that has seen the Influencer and Creator rise as the new celebrity, OnlyFans is uniquely positioned to capitalize. Sure, OnlyFans today is primarily used by sex workers and their subscribers, but it's the business model that has our attention.

There is a huge disparity in what mainstream social platforms charge for advertising compared to what they share with the creators - with the creators losing out every time. The OnlyFans model is different. It empowers the creator to make money from their content directly from the fans consuming it. OnlyFans takes a percentage of what creators earn and uses it to maintain and grow the platform.

As would be expected, porn was one of the first use cases for this new type of social network. It's an opportunity for intimate, totally uncensored, and completely authentic interactions. But the demand for connection isn't limited to sex. In Hulu's recent documentary "OnlyFans: Selling Sexy," they talk about the influx of celebrity and influencer OnlyFans accounts. From Bella Thorne to Aaron Carter to Real Housewives star Sonja Morgan ” most of these accounts aren't sharing explicit content at all. Instead, they are using the platform to connect with fans and monetize their brand in a new way.

This celebrity adoption of OnlyFans is where things get REALLY interesting because it is consistent with the pattern of early adoption and then exit for porn. Unacceptable working conditions in the adult film industry-led content creators to an alternative platform that offers them complete control. Similarly, celebrities and influencers who make Instagram millions of dollars in ad revenue seek a platform that gives them control.

The documentary characterizes this migration as a threat to sex workers making a living on OnlyFans. While that might be the case, it also reflects a much more natural evolution of the platform maturing at a time when many creators feel taken advantage of by other social networks.

What does this mean for you? It means that brands should consider working with creators on OnlyFans. These creators have large, engaged, paid audiences that directly fund their content creation, benefiting both the creator and OnlyFans. The arrival of celebrities like Tyga, DJ Khaled, Cardi B, Michael B. Jordan, and Dorinda Medley means that mainstream celebrities are interested in a platform to monetize their brand more directly and have more intimate, authentic uncensored interactions. It's not too hard to imagine branded content opportunities for celebrities on OnlyFans because they can guarantee the audience's size and their attention to the content. That's something that no other social network can quantify for an advertiser today.

If you're asking yourself, "why would anyone pay to subscribe to a channel to watch a celebrity promote a product, don't worry?" We did too. It's not as foreign as it might seem though we do the same thing on cable, streaming, in major motion pictures, and even most music.

Despite being controversial early in its life, OnlyFans is a unique and compelling alternative model for a social network. Instead of algorithm-driven based on behavior, it's much more user-driven based on choice. That distinction appeals to users who prefer to have more control over the content they're exposed to. Or at least believe they do. We don't see the trend of audiences directly funding creators slowing down, and we believe OnlyFans is positioned to make a significant impact in that shift. Our advice to our clients is to get ready to see your brand on OnlyFans; your customers probably already are.

What Facebook's New Audio Features Mean for Podcasters

While intimate entertainment experiences in their own right, podcasts inherently lack a level of audience interactivity and social connectivity. Facebook's Live Audio Rooms and podcast integrations offer a way to change that.

Designed as a Clubhouse competitor, Facebook's new Audio Rooms feature circular profile pictures, active speaker highlights, reactions, and a virtual front row reserved for paying audience members. Hosts have the ability to pre-select fellow speakers or bring members of the audience up to the panel. Audio Rooms incorporate live captions, as well as a hand-raise function. Users can join active Audio Rooms or set reminders for scheduled events, similar to the pre-established webinar format. Capitalizing on the new wave of social media activism, Live Audio Room organizers have the ability to feature a specific donation cause and display a progress bar throughout the event.

Unlike Clubhouse, whose brand centers around exclusivity and access codes, Facebook Live Audio Rooms will soon be available to all Facebook users - 2.85 billion active monthly users at the time of publishing. That's a big pool of potential audience members.

Traditional podcasts are planned, recorded, and edited in advance. Live audio events take away that buffer”which can be good or bad, depending on your perspective”and open up space for a potentially more authentic experience for your audience. Live audio events enable speakers to engage an audience, without the extra pressure of being on camera. We're on Zoom long enough, there is no need to film ourselves more.

Podcasters can take advantage of Live Audio Rooms to strike up a conversation with their guests and audience about a recent episode, topics that didn't make the final cut, current events, or even use the function as a live podcast recording.

However, if you prefer to stick with pre-recorded audio content, Facebook offers Soundbites and a new podcast integration. Soundbites are marketed as short-form, creative audio clips for capturing anecdotes, jokes, moments of inspiration, poems, and many other things we haven't yet imagined. Users will be able to record, edit, and publish short audio clips, all in-app. Soundbites is currently under development and will be released later this year.

Facebook's podcast integration is potentially the most relevant update for current podcasters. Podcasts will be streamed through Facebook via RSS feed, allowing users to discover, interact with, and listen to podcasts and creators, all without leaving the Facebook app. This streaming method enables podcasters to continue individually tracking listening metrics. According to Facebook's Podcast Terms of Service, by using Facebook's podcast service, creators agree to the caching and production of derivative works. One can assume this refers to Facebook-generated promotional content and Soundbites, however this is left unclear.

So what does this mean for podcasters? All these new services and features offer a more direct way for audio to become a social experience. As Audio Rooms, Soundbites, and podcasts will be curated and highlighted in users' existing feeds, it will be easier than ever for Facebook users to discover and interact with new audio content.

The live aspect of audio rooms means speakers will receive immediate feedback on their content. This can be used as an experimental and/or rehearsal space. Podcasters can test out new formats, topics, and guests, all from the comfort of the Facebook app. Audio Rooms can also be a way of sharing current, well-performing content in new, accessible ways.

Clubhouse and other podcast apps are sometimes overwhelming for users, who exit before finding the right audio experience for them. Podcasters can harness the power of Facebook's algorithm first-hand to reach audiences on one of the largest social networks in the world. Marketing and outreach will still be important, but it can be done in-app, rather than through extraneous third-party methods.

Not all podcast listeners use Facebook and not all Facebook users listen to podcasts. Maximize your reach by interacting and creating for both spaces. Facebook's new audio features and functions will be rolled out to established creators and groups, with their general user base coming soon.

Here at Random, we push our creative and comfort zones to create the best content we can. And so can you. Try out Facebook's new audio features for your podcast to tap into new levels of social and community interaction.

But don't do it all alone. Are you ready for some podcast support? Reach us at hello@thatrandomagency.com

Meet Toni, Our Newest Social Media Intern

Say "hi" to our second Social Media Intern, Toni! We asked her a few Q & A questions to get to know her...

First, the obvious question: Why did you choose Random Agency?

My passion and interest in life is pursuing narratives in all forms. I chose Random because their curated randomness creates an amazingly dynamic creative environment in which I can explore new things while contributing to interesting client projects.

Tell us three cool things about yourself.

I've been scuba diving in Australia, I've shot a bow and arrow (poorly), and my full name (first, middle, last) is longer than the English alphabet.

Favorite TV show?

Definitely Community. It's a self-aware show that continuously pushes its own artistic and conceptual limits, as well as those of the audience. Plus, what's not to love about Donald Glover and Danny Pudi?

If money was no object, where would you go and what would you do?

My friend and I once made a pact that if we were to become wealthy, we would move to Massachusetts and run a cranberry bog. But if I'm not bogging it up, I would buy a boat and scuba dive in the most remote locations all around the world.

What's in your refrigerator right now?

Pomegranate kombucha, green grapes, and bagels. All the major food groups.

If you could have a superpower, what would it be?

My superpower would be to pick up and retain the skills for new editing/design/production software, without the hours of agonizing pain.

What's your favorite childhood memory?

I don't remember my childhood very well, but I distinctly remember having one of the best naps of my life underneath a table.

Name one thing you wish you could do better.

I wish I could parallel park. Any amount of improvement would be a major help.

Which three things would you take to a desert island?

Just the essentials: a utility knife, a Life Straw, and an XL bag of black licorice.

What is the last book you read?

The last book I read was The Mark of Athena by Rick Riorden because I'm on a major ˜revisit my childhood' kick right now. I think it reveals a lot to know that I was a hard-core Riorden fan growing up.

What is your favorite account to follow on Instagram?

I find @pablitatheduck a constant source of sheer joy. She's a duck. I have nothing else to add.

5 Brands that Are Killing It on TikTok

TikTok's popularity has exploded in the last several years, and brands are jumping in to take full advantage of this new tool to reach their audiences in unique ways. TikTok is a storm of memes, trends, viral songs and dances to go along with them, so it's easy to get lost in it all, but these five brands are having no problem finding their way.

@tacobell
Who’s gonna tell him? @joeshmofosho #TacoBell #fyp
♬ original sound - joe

First up: Taco Bell. Their brand voice has always been fun and upbeat in traditional media over the years, and now they have found their place on TikTok. It is truly a perfect platform for them, with short but engaging videos for their straight-to-the-point messaging and countless wells of creativity to draw from. One of those wells they draw from frequently is their own audience's content. Many of their posts are videos created by other TikTok users who are not affiliated with or sponsored by Taco Bell, but are trying new menu items or even just subtly mentioning the brand. The videos are comedic, they tell stories and they truly match Taco Bell's energetic and honest voice. When the team creates original content, it follows along with current trends on the platform. One video jumps in on the turning non-inspirational things into inspirational quotes trend by turning the phrases on Taco Bell sauce packets into inspirational quotes. Overall, the brand has successfully tapped into its audience to really encompass what Taco Bell and TikTok are all about.

@netflix
Punch from #womaninthewindow has main character energy. #netflix
♬ original sound - Netflix

Next is Netflix. Being such a household name and massive international brand, you'd think Netflix would be producing grandiose videos to capture the attention of the TikTok community. Think again. Instead, they are keeping their content down-to-earth. That isn't to say the videos aren't fun and entertaining”they are, but in a way that isn't overwhelming. Much of their content includes clips from shows and movies on Netflix, behind-the-scenes footage and introductions to upcoming releases. One video reveals a side-by-side comparison of one of Anna Kendrick's scenes from the Netflix original movie Stowaway versus a BTS clip of her singing on set. Another recent video features the star of Selena The Series giving a recap of what happened in season one of the show. Netflix keeps it simple yet still engaging to showcase their brand voice and reach their audience with custom and exclusive content on TikTok.

@washingtonpost
The Group of Seven leaders committed Friday to donating 1 billion doses of coronavirus vaccines, including 500 million from the U.S. #G7Summit
♬ original sound - We are a newspaper.

Another brand killing it on TikTok is The Washington Post. However unexpected it may be, the newspaper is doing well with nearly a million followers and over 38 million likes. Their videos are a series of skits all featuring the same guy that reports on news and politics in fun ways, and a lot of the content follows COVID-19 and vaccine updates from across the U.S. While the posts do touch on political news and usually steer to one side or the other, they are informative and explain complex topics in easy-to-understand, short videos. One takes on the issue of the filibuster, with the star of the account acting as the filibuster in a therapy session, personifying it in a way that describes its function and the controversy around its use in Congress. Overall, The Washington Post utilizes a strategy of staying fun and newsworthy by being consistent and informative.

@nike
@yehslacks is here to break down slacklining! 🏅 Practice makes perfect so don’t slack off 😉 #BreakItDown #Slackline
♬ Faded Photograph (Instrumental) - Extreme Music

The next brand is Nike. Their TikToks are exactly what you'd expect from the major athletic clothing and shoe brand - content about sports and staying fit. But that just means they have nailed their branding on this new and still-growing social platform. Nike's videos are successful because they advertise their message and products without shoving them in the viewers' faces. Only having around 30 videos so far, they've quickly racked up 1.5 million followers, who come to the posts to see professional athletes and other TikTok creators show off their moves. One video stars the NBA player Pascal Siakam testing out his footwork with a soccer ball, while another features a Nike Trainer breaking down step-by-step how to do a reverse lunge with a twist. The athletes and trainers in each video are wearing all-Nike outfits, but the purposes of the posts are to educate and entertain. The message is to have fun, play hard and work hard. Their products are showcased in their TikToks, but they aren't the main focus, which works well for their brand and the message they are pushing.

@elfyeah
Game Up with @kayleeweeni! 🎮 Use #elfgameup & tag @elfyeah to win a gaming+makeup prize & a spot in e.l.f.’s gaming clan e.l.f. You! 💜
♬ GAMEUP by umami mami - e.l.f. Cosmetics

The last brand on our list is e.l.f. Cosmetics. This makeup brand does a great job of creating content that is lively and enjoyable for a wide audience. They focus on showcasing their makeup products in unique ways, which works well for their brand, as they want viewers to see how e.l.f. products can be used. Their videos feature talented makeup artists from around TikTok, who create looks and give tutorials using e.l.f.'s eyeshadow, lipstick, foundation and more. One video has an artist create a taco on her eye using eyeshadow from e.l.f.'s palette in collaboration with Chipotle. Other posts demonstrate the quality of their makeup, from their shiny summer blushes to their waterproof eyeliner, and they illustrate the message that their products are simple, easy to use and environmentally friendly. While other brands on this list, like Nike, don't focus as much on product advertisement, this strategy works so well for e.l.f. because it gives viewers and potential customers a chance to see what the makeup looks like before they purchase it. e.l.f. Cosmetics is really killing it with its messaging and product features.

Ready to take your brand to TikTok? Give us a shout at hello@thatrandomagency.com