I really like Emma Chamberlain because she’s incredibly good at making lifestyle content feel effortless, self-aware, and still visually interesting. It never feels overproduced, but it’s always engaging because of her personality, humor, and the way she turns everyday moments into a strong point of view. I also like Hailey Bieber’s content and Rhode's brand presence because it’s very intentional and aesthetic without feeling chaotic. Everything feels clean, minimal, and lifestyle-driven, and she’s really strong at making products feel like part of a larger “world” or routine rather than standalone ads. I really like Eli Rallo as well because her content feels super conversational and personality-driven— she’s great at making relatable, funny, and culturally in-tune videos that feel like you’re watching a friend rather than a creator performing for an audience.

Right now, I think beverage brands perform best on TikTok when the content feels like a mix of lifestyle storytelling and real, in-the-moment reactions rather than traditional product ads. “Come with me” style videos do really well — things like morning routines, gym resets, errands, or social plans where the drink is just naturally part of the day. It works because people are watching a moment unfold, not just being sold a product. Taste-test and first-reaction content is also really strong, especially when it feels honest and slightly unfiltered. Viewers want to see real responses, not scripted reviews. I also think POVs, relatable commentary, and trend-based formats help beverages feel culturally relevant. Overall, the best-performing content makes the drink feel like something people already reach for in their actual life, not something they’re being introduced to in a traditional ad format.

Lifestyle content feels the most authentic to me when it genuinely feels like something I’d already be doing— not something staged around a product. On TikTok especially, I think people can instantly tell when something is forced, so the best content feels like a real moment you just happened to film while living your life. I also think it’s about energy, storytelling and tone. The content that performs best is usually casual, a little unfiltered, and feels like it could’ve been sent by a friend— not over-edited or overly “ad-like.” However, as a film and media major at Columbia University, I also am drawn towards content that feels intentional and visually appealing. Real reactions, quick cuts, and natural pacing make it feel way more engaging. For me, I care more about the products within the content if they fit into real routines— gym runs, errands, getting ready, going out— and making the product feel like part of that world. When it blends into actual life like that, it feels the most native to TikTok and the most fun to watch.