How TikTok street videos took SEIK viral: Learnings from 10 countries

At SEIK, our mission has always been simple: bring more adventure, inspiration and unexpected joy into people’s everyday lives. A few years ago, we realized that the best way to do that was not behind a desk, but out on the streets – face to face with real people.

That decision marked the beginning of our street video journey. What started as an experiment has now become a core part of our brand. We continue creating street videos today because they truly work.

Over the years, we have taken on countless challenges, interviews and even city treasure hunts. By interacting directly with people in everyday situations, we have captured something no studio production ever could – genuine emotions, honest reactions and unforgettable moments. These real connections are reflected clearly in our views, likes and comments across social media.

Our most popular videos are always the ones where something unexpected or deeply heartfelt happens. From asking a passer-by to swap their worn socks for a fresh new pair on the spot, to interviewing an elderly couple sharing the story of how they met – these small, human stories have turned into powerful viral moments.

These moments have helped SEIK stay visible and relevant in an increasingly crowded digital world. Many of our customers first discovered our products through these street videos, and today it’s common for people to approach us on the street asking to be part of our next video.

The hardest part about filming these street videos is getting yourself to start. 

Tells Ieva, who is making similar content for Latvian market. 

After that, you get into the rhythm, and with each video the filming process becomes easier.

 People’s reactions vary – some are very interested and responsive, while others don’t want to be filmed or talk at all. But that’s normal, and there are plenty of responsive people. If you also want to start filming videos like this, the main advice is simply to start doing it, and before you know it, filming these videos will have become a part of your everyday life.

By stepping out of our comfort zone and into the everyday lives of people, SEIK has built more than a content strategy – we’ve built a community driven by curiosity, warmth and a shared love for adventure.