Mad Rabbit’s TikTok content expanded to include educational tutorials on products and reaction videos, which are also posted on YouTube Shorts and Instagram Reels. The content is created by a four-member team, posting either once or twice a day on TikTok.

“It’s easier to test on TikTok since it’s people who don’t follow [the page] that view your content,” said Agbitor. “If we lose TikTok, we lose our testing strategy.”  

And with the potential of a ban looming, that’s not out of the question, so the DTC brand is building up its audience elsewhere.

Driving more sales on YouTube and Snapchat

In the past six months, Mad Rabbit has started posting content to Snapchat’s Spotlight feed to grow its younger audience, between 18 and 21, hiring an additional social media associate. While follower growth is steady, it has not been as rapid as on TikTok.

The brand is also now posting Snapchat story ads, but “customers’ lifespan is not as long as it is on Instagram or TikTok,” said Agbitor

While it has been posting to YouTube for years, subscribers have grown by 95% from 2023 to 2024, the company said. Admittedly, that comes from a small base: It currently has nearly 21,000 YouTube subscribers.

After seeing YouTube drive 5% of sales, Mad Rabbit is increasing spend on YouTube ads, allocating 7% of its digital ad spend to the platform.

Mad Rabbit resumed buying paid ads on TikTok last month following a period without incidents on TikTok Shop. But, lingering questions about TikTok’s privacy, the possibility of a future ban and technical issues like recurring product takedowns from TikTok Shop have deterred the brand from investing more.