Lessons Learned from a 1.2M-View TikTok

Social media doesn’t always have to be serious. In fact, some of the best results come when brands lean into the fun — and last week we saw this for ourselves.

Inspired by Love Island’s Ronnie, we jumped on a trend, posted a TikTok, and almost overnight it hit 1 MILLION views (now 1.2M and climbing 🚀). No big production budget. No overthought strategy. Just a quick, relatable post that connected with people in the moment.

So, why did it work? And what can brands learn from it?

What We Learned Since Launching TikTok (That Has Nothing to Do with Industry Content)

🔹 Social media can be fun

🔹 Social media can be engaging

🔹 Social media can drive results

And sometimes, the best content isn’t about selling — it’s about entertaining.

The Rise of Employee-Generated Content (EGC)

One big trend we’ve noticed in recent years is the rise of Employee-Generated Content. Brands that give their teams the freedom to create content often see stronger engagement and deeper audience connections.

A 2023 study from Sprout Social found:

• 90% of consumers say authenticity matters when deciding which brands to support.

• 76% are more likely to trust a brand when content comes from real employees rather than corporate accounts.

• TikTok’s algorithm rewards engagement over follower numbers, so even smaller brands can go viral when their content clicks.

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Our viral post wasn’t a polished ad. It was relatable, reactive and real — showing that sometimes the best strategy is simply to have fun.

What Can Brands Take From This?

✅ Be reactive: jump on trends quickly, don’t overthink.

✅ Embrace authenticity: polished content can feel forced, let your team’s personality show.

✅ Try different formats: TikToks, memes, behind-the-scenes clips — test what works.

✅ Engage with people: reply to comments and be part of the conversation.

✅ Test and learn: not every post will go viral, but every post teaches you something.

Final Thoughts: The Power of Letting Go

The best part? This is just the start. We’re finding that the more we lean into spontaneity and personality, the better the results.

If you haven’t already, follow us on TikTok 📲 @EdisonMedia — who knows what we’ll post next 👀