Five Below, Creators Owning Back-To-School TikTok Views

Increasingly, TikTok is becoming a significant focus for back-to-school conversations; especially on the brand front. Data from Tubular Labs shows that back-to-school videos have generated 754 million views on TikTok since July 1.

• Discount retail brand Five Below leads all creators there, with nearly 10% of all back-to-school TikTok video views in the U.S.
• By comparison, below had just under 11 million back-to-school video views on TikTok over the same timeframe last year (July 1-Aug. 4).
• Other top sources of back-to-school videos include individual creators that have found significant success with a single upload (by comparison, Five Below has 29 videos so far).
• Joy Williamson accomplished that with an Eggo Waffles partnership (28.4 million views), while Sofia Wylie hit 25.3 million views while working with Dick's Sporting Goods for a back-to-school post.
• Even Five Below worked directly with creators on its page to create much of its own back-to-school content, capturing authenticity in the process.