Brands are jumping onto viral TikTok trends and leaning into organic fame on the app. 

Brands are jumping onto viral TikTok trends and leaning into organic fame on the app. We told you about how TikTok has been helping products go viral, and brands like Spotify, Pair Eyewear, and Grammarly have also found success by piggybacking on consumer-made trends about their own brands. Grammarly saw a boost in business after a TikToker went viral for choreographing a dance using audio from their YouTube ads, a trend that has generated 100K videos. According to the company, their followers jumped by 481% after they released their own video in response, and helped them “realize the potential” of the app. Meanwhile, Pair Eyewear reported that they “can count on at least 10% of its sales coming from TikTok every month,” and millions of users have posted videos reviewing their “interchangeable snap-on glasses.” (Business Insider)