Every other TikTok seems like it’s selling something these days, so getting a product to cut through the mindless scrolling and pause consumers’ thumbs for just a second isn’t as easy as it sounds. Videos of appliance company SharkNinja’s constantly viral innovations, whether it be mixing at-home treats with the Ninja Creami or achieving on-trend blowouts with the Shark FlexStyle, have repeatedly managed to do just that.

The latest to take over TikTok is its TurboBlade fan, with a video of it oscillating in front of a bed—soundtracked by Anna Nalick’s Y2K classic “Breathe (2 AM)”—amassing more than 32 million views since April, becoming its most-viewed product of all time, Lana Sanleandro, global CMO for Shark Home, told Retail Brew. Its 100+ million impressions on TikTok have translated into strong sales for the product, its CEO Mark Adam Barrocas said in May.

The company is what Sanleandro calls a “social-first organization,” prioritizing storytelling and marketing in tandem with product innovation. It sells in 37 categories, launching 25 new products annually, so it certainly has a lot of fodder for the FYP.

And its strategy is paying off across categories. SharkNinja’s net sales rose 14.7% in the first quarter thanks to growth across all four of its segments—cleaning, cooking and beverage, food prep, and beauty and home. Ninja Slushi, FlexBreeze fans, and CryoGlow face masks have also been among its most popular products as of late, the company said.

Sanleandro, a consumer tech vet with former roles at Amazon and Samsung, shared how SharkNinja is using social media to drive and sustain demand for its premium gadgets.

Keep reading here.—EC

Stablecoins have been stealing the spotlight in e-commerce lately.

Amazon and Walmart are reportedly developing their own stablecoins, while Shopify has linked up with Coinbase and Stripe to offer stablecoin payments to merchants globally.

Issuing corporate stablecoins could save big retailers billions of dollars in exchange and processing fees, Tobias Pfütze, co-founder of Originate Capital, told Retail Brew via LinkedIn. However, the pending Genius Act, a bill to regulate cryptocurrency payments in the US, needs to draft clear rules for dollar-pegged stablecoin issuance.

“The economics are compelling,” Pfütze said. “Credit card interchange fees can reach 3.5% per transaction, while stablecoin transactions cost as little as 0.1% in blockchain network fees. With Amazon’s $638 billion in annual revenue and Walmart’s $100 [plus] billion in e-commerce sales, even small percentage improvements in transaction costs translate to massive savings.”

Keep reading here.—VC

A rubber chicken eating with the text overlay, “Let your son shine.” A pair of eyes floating over rolling green hills. Masked men dancing and running through a forest. These aren’t images from a fever dream—they’re posts from Nutter Butter.

In recent years, the peanut-butter sandwich cookie brand has become known for sharing increasingly absurdist and intentionally low-quality-looking content on its social accounts, evolving from standard meme formats to deep-fried, sometimes unsettling posts with layers of brand lore beneath them.

Keep reading here on Marketing Brew.—KH