I really like Alix Earle because her content feels very unfiltered and conversational while still being entertaining and aesthetic. She makes viewers feel like they’re part of her everyday life through casual storytelling, humor, and relatable moments, which keeps people engaged. I also love popstar.katie Instagram because her content is visually fun, trendy, and personality driven while still feeling authentic. Her editing style, aesthetics, and energy make her content stand out while still feeling approachable. For brands, I think e.l.f. Cosmetics does an amazing job creating social content that feels current, humorous, and community focused instead of overly corporate. They do a great job using trends, influencer collaborations, and relatable content to make their audience actually want to interact with the brand instead of just feeling advertised to.

I think the best performing TikTok content for beverage brands right now feels natural and creator style instead of overly polished or ad like. Lifestyle montages, party or hangout content, “get ready with me” videos, and aesthetic clips tend to do really well because they fit naturally into people’s feeds. Humor, relatable moments, and quick hooks also help keep attention. I think drinks perform best when they’re shown as part of a vibe or experience rather than being the entire focus of the video.

Authentic lifestyle content feels natural, relatable, and personality driven rather than overly staged or perfect. I’m most engaged by creators who share real moments, genuine reactions, and everyday experiences in a conversational way that makes viewers feel included. Content that balances aesthetics with honesty, humor, and relatability tends to feel the most engaging and memorable.