Believe in the Run is a Baltimore-based running shoe review company that focuses on authentic, personality-driven video reviews from a small team of runners, building a community around honest opinions and trusted recommendations. As an intern and running shoe reviewer, I was tasked with capturing event content, engaging with the running community both in person and online, and creating user-generated content (UGC) to expand the brand's presence on TikTok. Through consistent content creation and community engagement, I helped grow the TikTok account from approximately 200 to over 2,500 followers during my internship, representing more than 1,150% follower growth. A Note on TikTok's Evolution: I recognize that TikTok in 2022 was a very different platform than it is in 2026. While I'm proud of the growth we achieved, I understand that successful social media strategies must evolve alongside the platform. If approaching this project today, I would adapt the content strategy, creative direction, and engagement tactics to reflect current trends, audience behaviors, and the styles that resonate with today's TikTok users.