Concept: Create a short TikTok teasing something new from Extra with the hook: “You’re not supposed to know this yet, but…” The video would show quick, blurred or cropped shots of the product, packaging, or experience, paired with a trending sound. The caption and on-screen text would say something like: “We’ll tell you first if you join the waitlist 👀” CTA: “Sign up for Extra’s waitlist — link in bio.”

To grow Extra’s TikTok presence, I would focus on trends, storytelling, and community engagement. First, Extra should consistently use popular TikTok trends, sounds, and challenges, but adapt them to fit the brand’s fun and bold personality. Jumping on trends early helps videos reach the For You page and attract new viewers. Second, Extra should create short, entertaining content that tells a story, such as behind-the-scenes clips, product reactions, influencer takeovers, or humorous skits that show how Extra fits into everyday life. Content that feels authentic and relatable performs better than overly polished ads. Third, collaborating with micro-influencers and creators who already have engaged audiences would help build trust and reach new communities. Extra could also encourage user-generated content by starting challenges or reposting fans’ videos, making followers feel involved with the brand. Finally, staying active in the comments—replying, liking, and even creating response videos—would help build a strong community and boost engagement.