For Eat Meati, the most important element of each video concept came down to educating a completely new concept of ‘meat alternative’ food products to the consumer base on TikTok. With that in mind, it was important to develop an education-based strategy that leveraged recipes, trends, and creative ways of placing the products in relatable environments.

As the lead editor, my role was to lead the creation of videos and ensure they were best optimized for the TikTok platform. Our goal was not to make yet another branded account with canned content, but rather to build out a strong ‘new world’ of use cases that were relatable and native to TikTok food content.