How Poppi Built a Cult Following With 2 TikToks a Day

Poppi disrupted soda culture by winning over Gen Z and Millenial consumers

• In 2024, Poppi surpassed $500 million in revenue becoming one of the fastest-growing beverage brands before being acquired by PepsiCo.
• The brand dominated TikTok by consistently creating viral content, generating over 2.3 billion views on the platform.
• Poppi built strong loyalty among Gen Z and Millenial women by combining functional health benefits with culturally relevant branding.

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Poppi resonates with women who view gut health as an essential part of self-care, valued for both its wellness benefits and its aspirational lifestyle appeal.

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TikTok now drives 85% of Poppi’s views. What began as a 2020 experiment by co-founder Allison Ellsworth has evolved into a central growth driver for the brand.

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Poppi leans heavily into TikTok over Instagram. While both channels are important, Poppi posts 3.2 times more frequently on TikTok. In 2024, Poppi averaged 2.5 posts per day, 1.9 on TikTok.

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Poppi sparked the conversation—others ran with it. While 53% of views come from its own content, the remaining 48% are fueled by influencers and others sharing, endorsing, and celebrating the brand, creating a true fandom around it.

• Owned: Content shared on the brand’s official channels (e.g., Instagram, TikTok, YouTube).
• Influencer: Partner or ambassador content created for the brand, often paid or sponsored i.e. #PoppiPartner
• Earned: Organic mentions from the public without brand involvement or payment.

Poppi’s most viral video to date is Allison’s founder story, with over 121 million views.

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Founder Led Content

Tap into the founder’s passion and story.

Poppi’s founder-led content is both authentic and engaging. Allison openly shares her wellness journey and founder experiences, while also embracing her playful, quirky side. This genuine approach resonates deeply with Poppi’s female audience, driving both trust and engagement.

Why this works:

• Skip the high-production camera - just start filming. On TikTok, raw and unpolished content often outperforms polished videos because it feels more authentic and approachable.
• This lo-fi style aligns with TikTok’s culture, where spontaneity and personality matter more than perfect visuals unlike Instagram, where polished, curated content still matter.

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Embrace the Trends

Poppi’s embrace of trendy TikTok challenges, from dancing to viral formats, helps the brand stay relevant and relatable on the platform with its female audience.

How to find the latest ‘Trends’ on TikTok:

• Access the Creative Center to find insights into what's trending. You can explore trending hashtags, sounds, videos, and creators.
• Create unforgettable unboxing moments when engaging with influencers. Poppi consistently goes above and beyond to delight their fans with fun experiences, extravagant packages and swag.
• 67% of all videos shared on Poppi’s own TikTok channel were under 15
seconds long.

Even Poppi Slips Sometimes: In February 2025, the brand drew backlash for sending vending machines to influencers with critics saying they’d be better off in hospitals or college campuses.

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Top content themes on Poppi's TikTok Channel

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Key Takeaways

• Consistency matters: In 2024, Poppi averaged 2.5 postsper day that resonated with their Gen Z and Millennialfemale fan base. This audience gravitates toward TikTok’sauthentic, fun, and fast-paced content — especially Gen Z’slove for humor.
• Relentless focus: Poppi found their sweet spot on TikTokand went all in. Poppi posts on TikTok 3x more thanInstagram.
• Embrace the trends: Brands that are willing to participatein TikTok’s culture will be rewarded with views. Yes, thismeans dance challenges, Q&As, quirky videos, memes,humor, raw moments, and out-of-the-box content.

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Want to Dive Deeper?

The insights in this report are just the beginning. We can help you:

• Refine your Gen Z & Millennial strategy: Poppi cracked the code on connecting with young, health-conscious women. Learn how to craft audience-first strategies that speak to their values — wellness, authenticity, and fun.
• Outperform on TikTok: Poppi generated over 2.3B views and made TikTok its #1 growth engine. Get the blueprint for high-frequency posting, low-fi video tactics, and viral storytelling that actually convert.
• Leverage fandom, not just influencers: With nearly 50% of views coming from fans and partners, Poppi built a community, not just a customer base. We’ll show you how to activate both owned and earned media for exponential reach.
• Identify winning content themes: From gut health tips to flavor spotlights and unboxing moments, we break down the highest-performing formats so you know exactly where to invest your content budget. Or, tell us your specific questions about building modern brands. We’re here to provide insight-driven answers.

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Who is RightMetric?

A strategic insights partner combining audience, content, and channel research to provide mission-critical intelligence to marketing strategists.

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APPENDIX

Our Data Sources.

We’ve partnered with 25+ of the world’s best marketing data sources, some of which are shown to the right.
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Why this matters:
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To accurately identify and understand trends, we need holistic data sources that cover all relevant channels on the internet. Observation isn’t enough to come to robust conclusions. Empirical data must be part of the process. For a deeper dive into our source data—which underpins the findings of this report— check out RightMetric’s “Our Data” page.

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How the Activation Breakdown™ Methodology Works