ULTA Takes TikTok Title For Super Bowl

TikTok's social footprint was alive and well during the Super Bowl this year, as data from Tubular Labs' reveals.

On Feb. 9, U.S. TikTok videos about the Super Bowl generated 600 million views, with nearly 42% of those coming from individual creators

• U.S. brand pages generated 162 million Super Bowl-related views on TikTok from Jan. 27-Feb.9. Top brands included:
  • Ulta Beauty (29.2 million views)
  • DraftKings (25.6 million)
  • Ram Trucks (14.3 million)
  • Pringles (13.3 million)
  • Bosch Home (4.8 million)
• Many brands made a concerted effort to engage with female audiences through social as well:
  • Ulta Beauty was the top U.S. brand by Super Bowl-related videos from Jan. 27-Feb. 9, with 29.2 million views.
  • 8 of the top 10 U.S. creator Super Bowl posts (largely brand partnerships) on TikTok were uploaded by female creators, working with creators like Tubi, Poppi, Dunkin and Verizon (among others).