@based — 6x breakout

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What do you use in your hair?

@based

4.1M followers · usually 95.2K views a post

Views

701.3K

Likes

10.7K

Comments

113

Promoted product

BASEDhttps://based.com/ ↗

Why it worked

The video effectively uses a "street interview" format to organically introduce and promote hair care products. By asking relatable questions about hair routines and then smoothly transitioning to product recommendations, it creates a native and less overtly promotional feel, encouraging viewer engagement and potential purchase.

Summary

The video features a conversation about hair care products, specifically a leave-in conditioner and curl gel from the brand BASED. The interviewer promotes these products, highlighting their benefits and availability on Amazon, TikTok, and in Target stores.

Structure

1Interviewer asks about hair products.
2Respondents discuss using leave-in conditioner.
3Interviewer explains the brand BASED and its philosophy.
4Interviewer introduces and describes BASED's leave-in conditioner and curl gel.
5Interviewer directs viewers to follow BASED on social media and purchase products.

Product placement

BASED (brand): appears as a watermark on the microphone and on screen text, and is the name of the TikTok account. Removing it would not change what happens in the video. BASED (company): acts as the brand that sells hair care products. Removing it would change what happens in the video. Nike (brand): appears on the purple jacket. Removing it would not change what happens in the video. Amazon (marketplace): is mentioned as a place to search for BASED products. Removing it would not change what happens in the video. Target (retailer): is mentioned as a store where BASED products are sold. Removing it would not change what happens in the video.