A TikTok video from Baboon to the Moon where Jess stands in front of the brand's iconic wall of bags and introduces the

[shaownhasan]

Take Baboon to the Moon, the company behind canada business email list the colorful, adventure-proof bags. On TikTok, they have a recurring series where their team members (with their incredible witty and dry humor) explain how to use their bags and unveil the newest collections. Their former intern and current creator partner Jess became a particular fan favorite.


The content feels more like your favorite TV show—with individual episodes focused on key messages and storylines—than promotional posts. It also feels authentic to Baboon to the Moon, and not tied to the rapid-fire trend cycle.

A TikTok video from Baboon to the Moon of Jess once again in front of the bag wall—this time reflecting on how commenters share she isn't enthusiastic enough.

A word of caution: If you build your serialized content around a singular member of your team, have a plan in place to keep the series alive if they depart. There is an inherent risk of follower turnover when you build your online brand around one personality. In fact, this Baboon to the Moon series was first introduced by past members of their social team before Jess took over and gave it her unique spin.

Most importantly, the more ownable and distinct to your brand your content is, the more valuable it will be for gaining, retaining and converting the right followers. Even when you pull back on your posting cadence, you can still reach new people.

According to the The 2025 Sprout Social Index™, consumers often turn to social media to research products before making a purchase. Many consumers research products on social media one to six months before they buy. This indicates that social media plays a crucial role in the early stages of the consumer journey, where they are gathering information and considering options.