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How Can Businesses Keep TikTok Content Original?



A laptop showing a business TikTok page
Original path: brands can explore authenticity while creating content to be posted on TikTok | Photo: Marcio Delgado

Video content is dominating the digital landscape. There is a lot of curiosity about TikTok and how you can keep your video content fresh and exciting on this dominating app. Since its launch in 2016, TikTok has spontaneously taken over the video realm of our digital world. Its popularity has been on a steady incline, providing immense entertainment to scroll through for hours. So, how do businesses take advantage of this opportunity? With so many brands starting to transition to the platform, how can you ensure your content is original? Let’s talk about it!

TikTok Overview

With over 680 million monthly active users across the world, TikTok has taken over prime digital viewership with almost all audiences. 90% of those users are opening the app multiple times a day, meaning there are plenty of opportunities for businesses to get traction. TikTok content spreads across a wide range of genres, including music, dancing, cooking, comedy, and business advice. The growth of TikTok in the last few years has been outstanding and has become increasingly popular since the pandemic.

The beauty of TikTok as a social platform is its usability. One of TikTok’s standout features is giving users the ability to record videos from their phones and add music, captions, stickers, and even visual effects with ease only professional videographers used to have. These final edits create an entertaining video that is then pushed through an algorithm specific to the audience’s interests. Although this platform is mainly used for entertainment, a lot of big-name brands use it to increase brand awareness.

Keep It Fresh

TikTok is known for its trouble-free useability, making it easy to hop on the most current trends. Now it seems like creators use the same songs, same choreographies, and even sometimes the same captions. As a business, it’s important to know the different ways to gain brand awareness while also staying original. Megha Gaedke, the founder of KetoConnect, advises businesses to utilise the current TikTok trends in their own unique way.

“As a brand, it can be tempting to jump on the bandwagon and try to ride the wave of popularity. Put your spin on the trends you follow. Just because everyone else is doing something doesn’t mean you have to do it the same way. If you are a food brand, for example, you might want to take a trend like baking and put your spin on it by introducing new flavours or ingredients.”  Megha Gaedke – Founder of KetoConnect

Another way to keep your brand content original is by being adaptable to current audience likes and dislikes. While some trends may be great for content creators, some just don’t make sense for businesses to participate in.

“Keeping videos original truly depends on your brand. Even if a “dance” is trending, it doesn’t always make sense for a brand to utilise it. We try to stick to our same brand standards and voice across all social platforms. If there is an overarching trend, I like to brainstorm on how that idea can be adapted to the brand, not just a carbon copy of the original video.” Kayla Koons – Social Media Manager at Clean Origin

Additionally, you can never go wrong with a little authenticity.

“I keep my TikTok content original by nurturing my creator-follower relationship. As a creator, it’s critical I build a strong relationship with my TikTok community, so they look to me for advice and
guidance. My professional background and career are ones that some hope to emulate and I directly answer their questions. This establishes trust and a more direct creator-follower connection.” Cherie Luo – MBA student at Stanford Business School

The bottom line: stay true to yourself as a brand. Be adaptable to trends without being a copycat. And, most importantly, know your audience. TikTok is here to stay, and it’s only getting more popular. You might as well capitalise on the fastest-growing video platform while it’s here!

Freelance writer and passionate creative entrepreneur. After graduating from The University of Oklahoma, Jamie acquired an account director position at an advertising agency in Texas. She loves discussing social trends, drinking wine, and traveling with friends and family.


The Häagen-Dazs Rose Project announces 50 nominees



Kim Rihal, founder of social enterprise Equal Education, is one of the 50 women shortlisted for The Häagen-Dazs Rose Project
Kim Rihal, founder of social enterprise Equal Education, is one of the 50 women shortlisted for The Häagen-Dazs Rose Project

Earlier this year, on International Women’s Day 2023, Häagen-Dazs launched ‘The Rose Project’, a global initiative with a $100,000 (USD) bursary grant inviting nominations to recognise unsung trailblazing women in honour of the brand’s female co-founder Rose Mattus. Yesterday, 23 November, on what would have been Rose Mattus’ birthday, Häagen-Dazs announced the top 50 #WomenWhoDontHoldBack nominees being shortlisted for their achievements and its five globally accomplished Häagen-Dazs Rose Project judges.

Over 2,500 applications were received for The Häagen-Dazs Rose Project putting forward pioneering efforts and societal contributions made by women across the globe. From these, 50 talented and inspirational women have been shortlisted and will be put forward to win one of five monetary grants of $20,000 (USD), which will be announced on International Women’s Day 2024, to continue their exceptional work, unleash their potential or give to a cause they are passionate about. The top 50 shortlist includes women from 17 countries hailing from across Europe, Asia, Africa & Middle East, Australia and the Americas.

The all-female judging panel from across the world has been handpicked for the final selection stage of The Häagen-Dazs Rose Project includes. UK-based author, broadcaster and philanthropist Katie Piper, fashion entrepreneur and advocate for women’s fertility issues, Velda Tan from Singapore and Spanish entrepreneur and creative director Inés Arroyo, are amongst the judges.

“International Women’s Day 2023 marked the launch of The Häagen-Dazs Rose Project to honour the legacy of our co-founder, Rose Mattus, and create a fund platform to provide opportunities to women across all fields around the world who are truly deserving of support and recognition. We were thrilled to receive thousands of nominations across countries and our #WomenWhoDontHoldBack Top 50 shortlist is a compelling and diverse mosaic of trailblazing female narratives that moved us and serve as an inspiration to women everywhere”, says Aurélie Lory, Häagen-Dazs spokesperson.

To find out more about the story of each entrepreneur shortlisted for The Häagen-Dazs Rose Project, visit:

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47% of women feel their workplace is not combatting inequality



Katherine Maher, CEO, Web Summit, on Centre Stage during day one of Web Summit 2023 at the Altice Arena in Lisbon, Portugal
Katherine Maher, CEO, Web Summit, on Centre Stage during day one of Web Summit 2023 | Photo: Eóin Noonan/Web Summit

The proportion of women who feel that their workplace is not taking appropriate measures to combat gender inequality has nearly doubled in a year, a new survey has revealed.

Web Summit, the world’s largest technology event taking place in Lisbon this week, has released its third annual State of Gender Equity in Tech report, which is based on a survey distributed among its women in tech community.

76.1 percent of respondents feel empowered to pursue and/or hold a leadership position; fewer respondents (41.8 %) feel the need to choose between family and career when compared to 2022 (50.4 %); and there is at least one woman in a senior management position in 80.4 percent of respondents’ companies, a similar proportion to last year (81.3%).

The survey found that 70.5 percent of respondents feel pressure to prove their worth compared to male counterparts, while 77.2 percent feel they need to work harder to prove themselves because of their gender.

Over three quarters of respondents (76.1 %) feel empowered to pursue and/or hold a leadership position. And almost half of respondents think that their workplace is not taking appropriate measures to combat gender inequality, increasing from 26 percent in 2022 to 47
percent in 2023.

“While it is encouraging to see progress in some areas, such as those feeling the need to choose between their family and career, there are also some deeply concerning trends within this report. Seeing an increase in those who report having experienced sexism in the workplace in the last year is disheartening in 2023. We hope that this kind of research can breed some positives, and that it will push workplaces – and women within these workplaces – to broach these topics and make progress in these areas,” said Carolyn Quinlan, VP of community at Web Summit.

Last year, 42 percent of attendees at Web Summit were women and 33 percent of speakers were women. In 2023 these numbers have slightly improved with 43 percent of attendees and 38 percent of speakers on stage being women this year.

The women in tech programme at this year’s Web Summit is at capacity, and the women in tech programme at Web Summit Rio 2023 reached capacity in record time.

The WebSummit 2023 is running from November 13th to 16th in Lisbon, Portugal.

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Krispy Kreme to give away free donuts on World Kindness Day



A box of Krispy Kreme donuts opened and with donuts inside
The company, founded in 1937, is giving away 60,000 free doughnuts around the world today | Photo: Clément Proust

American multinational doughnut company and coffeehouse chain, Krispy Kreme, is celebrating “World Kindness Day” today by distributing free donuts in the US and the UK.

The chain is giving away a box of a dozen glazed donuts for free with no purchase necessary. But only the first 500 guests that visit each participating Krispy Kreme US stores on “World Kindness Day”, Monday November 13th, will be able to get a free box of donuts.

Krispy Kreme often gives away free or discounted donuts to generate buzz on special occasions. The company, founded in 1937, traditionally gives out free donuts to customers on National Donut Day, celebrated on the first Friday of June of each year. And in July, a dozen of glazed donuts were sold for 86 cents to celebrate its 86th birthday.

Thousands of free donuts are also expected to be given away today across Krispy Kreme stores in the United Kingdom, with customers being encouraged to ask for the World Kindness Day offer. No purchase necessary.

The company, which operates in over 30 countries around the world, said it wants the brand associated with World Kindness Day to make “meaningful connections” with customers.

“World Kindness Day is an opportunity to make a positive difference by being generous,” Dave Skena, Krispy Kreme’s global chief brand officer, said in a release. “Simple gestures of caring and thanks, including sharing a sweet treat, is a great way to do that.”

Krispy Kreme said that it’s considering expanding a limited partnership it has with McDonald’s to sell more of its donuts at the latter’s location.

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