I think the next Shelf TikTok should focus on clearly showing WHY people should shop The Shelf. The snacks are the main attraction, and they’re genuinely unique, so I’d lean into more product-forward content that highlights what makes these finds special and hard to find elsewhere. I’d also love to see videos that showcase the full experience: close-ups of the snack cart, the packaging, the branding details, and how people actually incorporate Shelf snacks into their day. For example, are people stopping by after Pilates with friends, or grabbing snacks for a cozy night in? Framing the snacks within real lifestyle moments helps sell the aesthetic and the feeling, not just the product. One strong format would be a well-edited lifestyle montage paired with a clear message: who The Shelf is for and why it fits into their routine. The Pilates event video is a great example of this direction, and I think more content like that, filmed with stronger visuals and intentional editing, could really elevate the brand on TikTok. I’d also recommend a pinned introductory video that clearly explains what The Shelf is, what makes it different, and why people should care, visually showcasing the cart, snacks, and overall vibe. In addition, vlog-style pop-up videos from Sloane with voiceovers could perform really well. People love connecting with the founder behind a brand, and that personal connection can drive both engagement and support. Finally, I’d focus on more cohesive thumbnails and creative editing. Clean, colorful visuals with intentional fonts and imagery would help stop the scroll and make the TikTok grid feel as strong as the Instagram and website. Overall, the goal would be to sell not just snacks, but a lifestyle, an aesthetic, and a reason to choose The Shelf.

I’ve been loving the rise in more creative editing lately! People are experimenting with different fonts, sound effects, images, and color, and content feels more expressive and intentional again. I’m especially drawn to aesthetic, colorful day-in-the-life videos with creative titles, along with self-care and lifestyle content that feels calming but still visually interesting. Those formats feel fresh, personal, and fun to watch, which is why they resonate so much right now!

Yes, I’m comfortable with it! I’m confident approaching new people and know how to keep interactions quick, respectful, and easygoing so people feel comfortable on camera.