Because of that TikTok, we saw thousands of comments from brides saying that they want Auntie Anne’s at their wedding. So, we told them to send us their invitations for a chance to have Auntie Anne’s crash their wedding. Hundreds of invitations later, we randomly chose a couple and started to plan.

In December, we drove to North Georgia and prepped over 100 pretzels and nuggets to be served at the winner’s wedding. They had NO idea. At 8:15 pm, we walked through the front door of the venue with pretzels in hand. The bride and groom were stunned. And, this all came from a Tik Tok that was sitting in our drafts!

The takeaway is the content doesn’t have to be pretty. It doesn’t always have to be planned months in advance. But taking the risk is worth it and often necessary to break through the sea of sameness on platforms. Think differently. Become obsessed with your brand fans and get to know them. Find trends on your feeds to drive inspiration. Have fun. Be social. All those things are what making content is all about.

Oh, and always send it.