Creator Deep Dive

Creator Deep Dive: REI

Everything that makes REI tick.

A full breakdown of what makes REI work. We pulled 2 of their clips and studied the hooks, editing, sounds and storytelling that keep pet lovers watching. Every video is the creator's own, embedded from TikTok, with our analysis alongside.

A day-in-the-life backpacking trip in the backcountry with her trail dog Nala.

A standout Adventure clip from REI — worth a watch.

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