Sandwiched between the viral dance trends, lip sync videos and endless challenges, telehealth company Wisp created its own popular moments with posts about destigmatizing sexual wellness.
That meant publishing videos on everything from herpes education to information regarding birth control, on TikTokโs main feed: the For You Page.
Call it the niche effect, a phenomenon in which non-conventional brands, everything from sex toy companies to cannabis and financial management platforms, are building up their audiences with help from TikTokโs targeted algorithm and niche communities who are continuously turning to the short-form video app as a place to learn.
Since launching its TikTok presence over the summer, Wisp garnered a small following of about 250 but has secured partnerships with major TikTok creators that speak to how it wants to continue to grow on the platform.
Figures like Danielle Stokes (known as Roxanne Ramsey on social media) and Suzanna Brusikiewicz (Suzbub on Instagram and YouTube) have helped Wisp get in front of TikTokโs billion-plus users. Earlier this year, one of Wispโs videos with Stokes (on feminine health) racked up nearly 300,000 views.
โWeโve built a non-traditional brand around a community of folks who work to normalize these โtabooโ conversations,โ said Jennifer Dwork, head of brand marketing for Wisp, in an email. โThe more we share, and the more we partner with creators, the more the TikTok community engages. We believe weโve only just scratched the surface.โ
Marketers and agency execs have sought to…