TikTok has quickly become one of the most powerful growth engines for startups. But scaling effectively on the platform requires more than chasing trends. It involves strategy, storytelling, and community building.
In this conversation, Yuhan Ma, Marketing Associate at GFR Fund, sat down with Eve Halimi, Co-Founder of Alinea Invest, and James Hicks, Managing Director at Science and Co-Founder of Final Boss Sour, to explore how their companies use TikTok to acquire users, engage Gen Z, and balance content creation with the realities of startup life.
Eve (Alinea Invest):
We’re doing more advertising on Meta right now, especially on Instagram. TikTok has been our primary channel for the past two years, but Meta helps us scale further. The content looks very different. TikTok is all about short, native-style videos (5–15 seconds), while Meta leans on static images and graphics. What works on one doesn’t translate to the other.
James (Final Boss Sour):
Our strategy has two layers. First, we create scripted, narrative-style brand videos, which are mini “theatrical” pieces that we post across TikTok, Reels, and YouTube Shorts. Second, we rely heavily on user-generated content through TikTok Shop affiliates. We send out products every month, creators post authentic reaction videos, and those often convert directly into sales. Between these two approaches, we’ve generated close to a billion organic impressions in just two years.
James:
I wouldn’t call it influencer marketing. It’s affiliate-driven. Affiliates are everyday people—moms, students, young adults—who try our product, film their reactions, and link to it through TikTok Shop. That drives direct sales, and they earn a commission. We also mix in founder-led content, showing how the product was created or behind-the-scenes updates. The raw, authentic style performs really well on TikTok.
One of Final Boss Sour's affiliate reaction videos | @keith_lee125
Eve:
It was cheap and easy to share our story. We started a founder page, shared how we built the app, and one of those videos went viral with over 100 million views—bringing in our first 100,000 users. TikTok has been a powerful way to reach people at scale.
One of Alinea's founding story videos | @anamandeve
James:
For us, the economics were stronger on TikTok than on Meta. Meta has matured, and organic reach there is tough. TikTok, being newer, still rewards good content and quality products. They also reward strong customer experiences with shop performance scores—factoring in reviews, shipping time, and service quality. That’s a very different dynamic from Meta, which is largely pay-to-play.
James:
Our brand is about experiencing the product—the nostalgic sour candy reaction. That comes across best through real people trying it, not just us telling the story.
Eve:
For us, founder-led storytelling simply converted better. People want to hear from the faces behind the product. Our early video about turning a college idea into a business went viral, leading to 20,000 downloads. TikTok audiences love authentic founder stories.
Eve:
It’s our biggest channel for Gen Z. We’ve tried Snapchat, but TikTok is by far the most effective.
James:
Agreed. Gen Z has grown up mistrusting legacy brands, so they value transparency. Seeing founders share openly on TikTok resonates with them more than polished campaigns elsewhere.
James:
From day one, I brought on a co-founder who was already a TikTok creator. That gave us native expertise and kept content flowing without overwhelming the team.
Eve:
It’s been a heavy lift. I still script and oversee all content, even though we have an editor and designer. We create 200+ pieces of content a week, supported by dashboards that track performance. Every week, we review what’s working, iterate, and brainstorm new concepts. It’s data-driven, but still demanding.
James:
Stick with your strategy, even if your first content gets little traction. Over time, you’ll train an audience to engage with your brand.
Eve:
Tell your story, and test multiple formats, such as videos, carousels, and text overlays. Don’t be afraid to repost with small changes. Our first viral video only hit after 17 iterations. Persistence is key.
James:
Absolutely. One of our first pitch slides is our cumulative impressions. Retailers like Walmart love it because it signals built-in awareness, instant recognition on shelves, and even the potential to drive new customers into their stores.
Eve:
It was a huge selling point for GFR when they invested, and even now, investors and funds reach out because they keep seeing our TikToks. It doesn’t replace strong business fundamentals, but it definitely gives us an edge.
James:
I think TikTok Shop will grow into a serious competitor to Amazon. TikTok has a huge advantage in brand discovery. If they can make first-time purchases easier, it could unlock massive potential.
Eve:
For us as an app, we’re shifting more budget to Meta, since the demographic there tends to have higher income and deposits more into our platform. But TikTok is still essential for Gen Z, and we’ll keep experimenting with new formats and channels as they emerge.
Both Alinea Invest and Final Boss Sour demonstrate that TikTok is not only a trend machine but also a growth engine for startups willing to lean into authenticity. The platform has been a good starting point for B2C companies to acquire users, engage Gen Z, and even shape investor conversations.
For startups, the lesson is clear: TikTok rewards creativity, persistence, and authenticity. The founders who learn, iterate, and tell their stories are the ones who stand out.
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