DTC Model Mad Rabbit Readies Platform Pivot as Threat of TikTok Ban Looms

Tattoo aftercare model Mad Rabbit noticed fast and early success on TikTok. However with the platform’s future in potential flux, the technique is shifting.

The direct-to-consumer model has almost 600,000 TikTok followers and has been posting extra of its TikTok content material to social platforms like YouTube and Snapchat within the final yr, in addition to growing spend.

This was spurred by uncertainties over TikTok’s future, plus technical points with TikTok Store and monitoring conversion campaigns. As such, Mad Rabbit stopped shopping for adverts on the platform in August 2023 for eight months.

Mad Rabbit reported $20 million in income in 2023. Whereas almost 60% of its gross sales come from Meta behemoths like Fb and Instagram, TikTok generates 15% of its gross sales. Whereas smaller, the platform’s position in constructing new audiences is vital, partly due to the For You web page algorithm driving product discovery.

“Everytime you publish [to TikTok], it’s not your followers which can be seeing it on a regular basis, it’s a number of individuals exterior your following,” mentioned Mad Rabbit co-founder and chief income officer Selom Agbitor, who will probably be talking at ADWEEK’s Social Media Week occasion in New York subsequent week concerning the affect of a possible TikTok ban. “Lots of content material that does effectively for us on TikTok additionally finally ends up doing effectively on YouTube Shorts.”

The continued debate in Washington, D.C., over TikTok’s destiny within the U.S., ought to its Chinese language possession fail to divest, has prompted some DTC manufacturers like Mad Rabbit that depend on the platform to check content material, attain new audiences and enhance gross sales to diversify their platform technique.

Mad Rabbit debuted on TikTok in late 2021, getting minimize by with its soothing gel product swipe movies, the place tattoo artists utilized the gel with a wood stick to reinforce the looks of tattoos, driving model consciousness. This propelled its followers from 50,000 to almost 600,000 over three years, with movies like making use of therapeutic gel on tattoo sleeves netting hundreds of thousands of views and over 1,000 feedback.

“We’d have over 1 million views on each different publish,” mentioned Agbitor. “That’s how straightforward and quick it acquired for us.”