I’d build a clear TikTok and Instagram strategy focused on quick, engaging videos that highlight pain points, tease features, and show Extra’s personality. I’d test different formats, lean into what performs best, and use insights like watch time, shares, and follower growth to refine the content. My goal would be to grow an active audience and build excitement leading up to launch.

For TikTok, I would focus on creating content that feels natural to the platform while highlighting Extra’s personality. My strategy would include three parts: trends, storytelling, and community engagement.

First, I’d tap into current TikTok trends and sounds, but adapt them so they align with Extra’s vibe and brand message. Second, I’d create quick, relatable storytelling videos that show real experiences and product moments, since that style performs really well on TikTok. Third, I’d interact heavily with comments and stitch or duet creators to build more visibility and make the brand feel more connected to the audience.

To measure success, I’d track metrics like views, watch time, engagement rate, follower growth, and how often people save or share the videos.

One thing that made me want to apply to Formula Fig is how it combines science-backed treatments with a modern, elevated atmosphere. It feels fresh, intentional, and results-driven, and that mix really stood out to me.