Chipotle has driven massive participation with challenge-based content like #GuacDance and lid-flip trends that feel native and fun, turning everyday experiences into community-driven content.

e.l.f. Cosmetics has mastered viral audio and participatory hooks, inspiring users to recreate sounds and dances tied to the brand, building visibility through shared creativity.

Gymshark focuses on community by encouraging user content and fitness challenges that foster belonging and motivation, while brands like Netflix use storytelling and short teasers to build anticipation and fan interaction around shows.

These approaches work because they prioritise cultural relevance, user-generated content, and creative formats that resonate with TikTok audiences, rather than traditional marketing alone.

I decide what belongs on TikTok versus Instagram by starting with intent and behaviour, not format.

TikTok is discovery-led and momentum-driven, so content there should feel experimental, looser, and culture-forward—built around storytelling, pacing, sound, and hooks that invite curiosity. This is where I’d test narrative ideas, behind-the-scenes moments, raw edits, and story-first concepts that feel native to the feed and encourage shares, saves, and conversation.

Instagram is more identity-led. Content there should reinforce brand world-building and visual cohesion—polished imagery, cinematic moments, and storytelling that deepens emotional connection.

Reels can overlap with TikTok when they’re strong performers, but I’d prioritise elevated cuts, intentional cover frames, and content that strengthens Laughland’s aesthetic and long-term brand memory.

In short: TikTok is where we learn and grow, Instagram is where we curate and solidify. Both inform each other, but they serve different roles in shaping the brand.

If given a budget and full creative freedom, I’d focus on building Laughland as a character, not just a product—through cinematic, story-driven content that feels intimate, intentional, and culturally resonant.

I’d create short-form video series that blend mood, narrative, and real moments: day-in-the-life vignettes, quiet routines, conversations, and visual essays that reflect how Laughland fits into someone’s life rather than interrupts it. Think textured lighting, thoughtful pacing, sound design, and subtle storytelling— content that feels more like a short film than an ad.

Alongside this, I’d develop repeatable visual systems (framing, colour, typography, pacing) so Laughland’s presence feels cohesive across posts while still allowing room to experiment. With budget support, I’d prioritise location shoots, intentional set design, and high-quality capture—then translate those moments into both cinematic hero pieces and social-native cutdowns.

The goal would be to make Laughland feel felt—not sold—and to build a recognisable, emotionally grounded brand voice on social.