Wisp and Lelo are two niche brands using TikTok to educate young consumers and boost engagement.

Wisp and Lelo are two niche brands using TikTok to educate young consumers and boost engagement. YPulse’s social media research shows that entertaining content is the No. 1 reason young consumers visit social media platforms like TikTok, Instagram, and Snapchat. For niche brands like Wisp (a telehealth company) and Lelo (a sexual wellness brand), creating content that educates and entertains (a.k.a. edutainment) has been paramount to their TikTok growth. Wisp works with popular TikTok creators like Danielle Stokes (@roxanneramsey) and Suzanna Brusikiewicz (@suzbub) to create videos about feminine health while destigmatizing sexual wellness. Meanwhile, Lelo created a #girltalk campaign to educate users about their sexual health, pulling in a 25% engagement rate and more than 1M views according to the brand’s CEO. Thanks to TikTok’s highly specific algorithm, learning about anything from cooking, to personal finance, to sexual wellness is easy (and entertaining), and Jolene Delisle, founder and head of brand creative at The Working Assembly agency, notes, “The still organic feeling of TikTok is making content from niche brands resonate…this is what consumers are demanding as a whole—they don’t want just ads unless they are providing value in some way.” YPulse’s Self-Taught trend research shows that 45% of Gen Z and 28% of Millennials say TikTok has helped them learn about something new. (Digiday)