October already? Spooky season is officially here! 👻

This week, we’ll cover:

💁‍♀️ A winning TikTok video from Drunk Elephant

🍪 The latest bite-sized social news

🛍️ Everything your brand should know about TikTok Shop

✨ And more!

Let’s dive in.

Drunk Elephant Gives TikTok a Lesson in “Girl Math” 🐘

Chances are you’ve already seen the “Girl Math” meme taking over TikTok.

If not, the concept is simple: our math tends to get creative when we need to justify an impulse buy. This video from Drunk Elephant brilliantly hops on the trend.

The brand starts by introducing its “Trunk” bundle — a stylish tote loaded with premium beauty products. Grabbing these goodies full-price is a whopping $844.

Oof! Tongue-in-cheek, the narrator uses Girl Math to soften the sticker shock.

With the brand’s latest promo, the Trunk is only $465. Applying the rules of Girl Math, shoppers are actually “making” $379 when they buy. Sounds like a good deal to us.

Followers were clearly on board and in on the joke based on the comments:

• “This is exactly how I think!”

• “OMG I NEEDDDD”

• 🙈💋 my math when I go to Sephora

Why We ❤️ This:

• The brand hops on the right meme at the right time. Let’s be honest: brands are often late to the party or end up forcing irrelevant memes. Girl Math is tailor-made for Drunk Elephant and its target audience. Great timing!

• The video is sarcastically self-aware. Selling high-ticket items via TikTok is tricky. Leaning into Girl Math, the brand highlights premium products without feeling “salesy.” A little bit of personality goes a long way.

• The brand actually engages with commenters. This video wouldn’t work if the brand stepped away from the mic after posting it. Engaging with comments is a subtle way to show buyers love and get picked up by the TikTok algorithm.

Check out the full TikTok here.

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James is a Content Marketer. ✍️ 

James creates content for email marketing campaigns, social media, blog articles, corporate newsletters, and websites for Fortune 500 companies (as well as small businesses).

James’ content has helped clients increase email open rates by 40%, driven 100k impressions on LinkedIn, and boosted engagement rates to 9.6%.

James is available for hire.

Hire James via MarketerHire.

Snack-Sized Social News 🥨

• Is ad-free TikTok coming soon? 👀 The app has confirmed they’re testing a new subscription plan for serial scrollers.

• Fun fact: despite TikTok’s buzz, most US marketers still prefer Reels over TikTok for influencer campaigns. 🐝

• Go behind the scenes of how brands like Chipotle use influencer content to drive their highest-performing promotions. 💸

• ICYMI: Google’s antitrust trial is heating up. 🔥 The outcome has big implications for marketers and the future of search engines.

LIVE Expert Panel: Unlocking UGC Ad Performance on Instagram & TikTok 📈

The boom of UGC ads has been a long time coming.

But which types of ads actually convert on TikTok? What about Instagram? 📈

We’re teaming up with MarketerHire to answer these (literal!) million-dollar questions and more during our live expert panel.

Get advanced UGC ad strategies from an incredible lineup of industry experts, including:

• Austin Sandler, Expert Marketer at MarketerHire

• Sinead Norenius-Raniere, VP of Product Management at Cision 

• Chase Sagum, CMO & Co-Founder of VIORI

Click here to reserve your virtual seat! 👈

TikTok Shop: 6 Takeaways for Brands Working with Influencers 🛍️

Ready or not, TikTok Shop is here.

Chances are your #ForYour feed is flooded with shoppable posts, right?

The launch of the Shop understandably has creators buzzing. However, many brands are worried that their influencer programs are about to get turned upside down.

Don’t panic! Our latest blog post breaks down exactly what marketers need to know about TikTok Shop.

Get the rundown on:

• How viral products on TikTok Shop are selling by the thousands overnight

• Opportunities and drawbacks for brands leveraging the Shop platform

• Why brands shouldn’t revamp their influencer or affiliate programs just yet

Check out the full post here! 👈

See you again in two weeks for more Social Media news!