If you look in the comments on any TikTok from creator-comedian Sabrina Brier, one thing is usually clear: People really want to know where her outfits are from.

On Instagram, there is an account dedicated to sharing what she’s worn in her posts, and interest in her wardrobe can be seen in conversations on TikTok, Reddit, and X. If Brier doesn’t directly tell people in the comments where she got something, then viewers who know are often quick to jump in to share that many of her outfits can be found on Nuuly.

Morgan Rehbock, senior brand marketing manager at Nuuly, told us that the clothing-rental company discovered Sabrina from tags on her TikTok videos early last year. After seeing the amount of organic interest in her outfits, “we jumped on the opportunity and reached out to her agent,” he said.

Since then, Brier has participated in Nuuly’s first ambassador program this fall, as well as a holiday campaign and a Valentine’s Day campaign. Since Brier has created some of the brand’s most-engaged content during that time, Rehbock told us the brand has no plans to stop working with her in the coming months.

Friend of a friend: Brier has accumulated more than a million followers across TikTok and Instagram combined, mostly for POV videos that put people in relatable scenarios with characters like “that friend who always has an analysis” or the “wedding guest who dated the groom in high school.” Her comedy and her style, which are as evident in her organic posts as they are in her paid content, have likely contributed to her success as a Nuuly brand partner: She drove 20% of all influencer traffic to Nuuly’s website in 2023.

“We like to give our creators a lot of freedom, especially people like Sabrina who have such a distinct point of view in their content,” Rehbock said. “We really like them to come back and propose what the narrative looks like, making sure that they hit the key points, the CTA, and whatever the objectives are for the campaign, but we really like to lean on their creative point of view.”

Continue reading here.—KH

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Most of the content on TikTok comes from the same, small group of users.

The “most active” 25% of US adult users on TikTok are responsible for 98% of public content on the platform, the Pew Research Center found in a new report published on Thursday. Pew determined the threshold for “most active” as a user who’s posted at least seven public videos.

Pew previously found the same trend on X, where the most active 20% of users were responsible for 97% of all tweets in 2021.

“Notably, there are no significant differences in the share of users who have posted on the site based on gender, political affiliation, or educational attainment,” the report found. Pew surveyed 2,745 TikTok users for the new research.

TikTok’s US growth has been explosive—last year, the company touted 150 million US users on the platform, and it’s investing heavily in its stateside e-commerce business, with mixed results.

What else is in the report:

• 56% of all US adults between the ages of 18 and 34 are on TikTok, but only 52% of those have ever posted a video. More than two-thirds of users have never added any information to their TikTok bio.
• 85% said the content shown on their “For You” pages is at least “somewhat interesting.”
• The median US adult follows 154 accounts on the platform, but has just 36 followers.

Read more here.—RB

Jennifer Kattula is the GM of global marketing at Microsoft Advertising. She’s joining Marketing Brew later this week at our event, The Marketer’s (Early) Guide to AI.

Ahead of the event, we had Kattula tell us a little bit about how she and Microsoft Advertising are using AI, and what her thoughts are on the possibilities of the tech.

What is the best real-life application of AI that you have seen in the marketing world so far? It is still early days, but I’m extremely bullish around a couple of areas. One is creative production, like we’re doing with Retail Media Creative Studio and Copilot in our Microsoft Advertising Platform. The other is customer insights, like we’re doing with Insights Navigator. Both examples represent activities that historically are highly resource-intensive and require specialized skill sets.

What advice do you have for marketers and brands that are considering using AI but aren’t sure where to start? Start by starting. The learning curve is steep, so start playing with the tools that you have available to you. There are a lot of free tools and paid tools out there. There are hundreds of generative AI startups and projects building for specific use cases. If you work for a large brand or agency, you likely have access to tools already. Seek to use generative AI throughout your day, and research prompt engineering. Play.

Continue reading here.

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Executive moves across the industry.

• Unilever’s chief brand officer and chief equity, diversity, and inclusion officer, Aline Santos, is leaving in March, concluding a 35-year stint at the company.
• Volkswagen appointed Sussane Franz, who had been heading up marketing for sister brand Audi, as CMO.
• Heineken tapped Rajeev Sathyesh to be its new head of UK marketing.
• Vice Media announced plans to lay off hundreds of workers and cease publication of its website, Vice.com, the latest round of deep cuts in the media industry.