ng approaches in a webinar this week. Tapping into subcultures Because the TikTok algorithm is designed to show people content it thinks they’ll like and engage with, rather than just content from people in their network, the platform has given rise to a number of subcultures. The hashtag #ASMRfood, which contains multiple videos of people opening bags of potato chips and gently shaking the contents into bowls among other crunchy and rustle-y activities, has attracted 3.6 billion views.  Other hashtags include #cleaningtok, where videos of ovens being scrubbed and shower doors being squeegeed have attracted 7.8 billion views, and Oddly Satisfying, a catch-all term for videos of items being sorted by colour and foam and other soft materials being cut into tiny pieces that has attracted 38 billion views. Brands are tapping into these subcultures by sharing content that is geared towards their interests. KFC, for instance, has created a mesmerising video that is silent except for the sounds of a straw being inserted into a plastic lid, fried chicken being pulled apart and fries sliding out of their cardboard container onto a plate. Is your mouth watering?  “The blurring of lines between product and entertainment is giving retailers a unique opportunity to find new audiences that they may have been missing previously and develop a truly reciprocal relationship, all while showcasing their products,” Siobhan O’Brien, brand strategist at TikTok ANZ, said in a webinar on Wednesday. Letting employees take the reins While influencer marketing isn’t exactly new, on TikTok, there’s a growing trend of retailers using their own employees, rather than bloggers and other minor celebrities, to attract customers on the platform by giving a behind-the-scenes look at the company and its products.  For instance, Sephora has a pre-approved group of employees who are active on TikTok called the Support Squad, and Walmart employees in the US act as public-facing company advocates through the retailer’s Spotlight Program.  “As consumers continue to shift towards more conscious consumption, brands need to embrace and embody authenticity. Who better to talk about your brand in a real way than your real employees, a trusted source who knows more about your brand and products than anyone else?” said O’Brien.   “Empower your employees to talk about their experiences and connect with the communities around them by launching official programs and initiatives. Of course, brand safety and correct messaging is important, so providing guidelines is a great place to start, but make sure they can still let that authenticity and creativity shine.” ‘TikTok made me buy it’ According to research from TikTok and Nielsen, half of TikTok users say they’ve discovered new products through advertisements posted by brands.  “This doesn’t even consider the organic UGC and peer-to-peer recommendations we see daily through hashtags like #tiktokmademebuyit,” said O’Brien.  This can be seen in the sales bump Ocean Spray experienced after TikTok user Nathan Apodaca posted a video of himself skateboarding while drinking a bottle of the US beverage brand’s cran-raspberry juice to the tune of Fleetwood Mac’s “Dreams” last year.  Some of the products that have gone viral through the hashtag recently include a particular brand of women’s yoga pants on Amazon that have simply become known as ‘the Amazon leggings’ after receiving rave reviews from TikTok users, and air fryers, which have been in high demand since videos of people making chips out of dried pasta started circulating on the platform.  The ‘TikTok made me buy it’ hashtag currently sits at 3.8 billion views, an increase of over one billion since May.