As a Gen X founder, I initially thought TikTok was not for me. I didn’t wish to dance, figured the Gen Z viewers of TikTok wouldn’t be keen on seeing me on display screen, and didn’t assume entertaining movies would result in gross sales for my firm, PerfectDD, which designs garments particularly tailor-made to fuller busts.
I had the privilege to attend Gary Vaynerchuk’s 4Ds program, the place he inspired me to rethink TikTok, emphasizing that the message of my firm would resonate with the TikTok viewers. Plus, he added that it’s not all dancing—there’s loads of academic content material on the platform, too.
I’m removed from a social media professional, however I made a decision to throw my inhibitions apart and begin experimenting with often posting several types of movies to the platform. Inside a couple of month, I had a video go viral. Not solely did it get tens of millions of views, however it resulted in a 340 % enhance in guests to my web site and $25,000 in income in two weeks.
@perfectdd Garments designed for DD+ cup, small to #midsize 🍒 #fullerbustfashion #ddcup #bigchestproblems ♬ Miami, My Amy – Keith Whitley
After all, one viral video doesn’t create a long-term social media technique. The algorithm has continued to vary since then, and my technique has needed to frequently modify. Listed below are a few of my greatest classes about how different founders can succeed on the platform.
1. Concentrate on timing and tailoring in terms of traits
Whereas my first viral video was based mostly on a pattern on the time (inventory pictures of outdated individuals reacting to one thing), I’ve additionally had occasions since after I’ve tried to suit my enterprise right into a pattern however the video didn’t hit.
Typically, this was as a result of I used to be too late hopping on the pattern. For example, after I posted a Barbie-related TikTok over three weeks after the film had come out, it barely received any traction as a result of individuals have been already over the Barbie mania.
Different occasions, fashionable TikToks didn’t work as a result of the pattern wasn’t genuine sufficient to me and my model. The traits which have most benefited my enterprise are those I personally had an emotional response to, like this sew piggybacking off a preferred bra take a look at account. It made me snicker and it was clear how I might make it my very own, as a substitute of it feeling contrived as a result of I used to be making an attempt to power “viral” content material out. There are many traits on TikTok, so discover those that talk to you. In case you miss one, it’s okay—there can be one other one to hop on to.
One other huge aha second: Lots of my hottest movies haven’t adopted traits in any respect. As a substitute, it is simply me speaking to the digital camera about why I began the model and why I make the enterprise choices that I do. Normally, I’m barely sporting make-up, don’t have my hair carried out, and haven’t deliberate a script. It might really feel unpolished whereas filming, however it makes me extra relatable and reliable, resulting in extra engagement on TikTok.
@perfectdd As a 28H/32DD, there are some days the place I simply wanna look “regular,” and never flaunt my chest! Fuller bust besties, are you able to relate⁉️ #fullerbust#fullerbuststruggles#fullerbustfashion#fullerbustbestie#ddcup#ddcupandup#cupsize#ddcups#fullerbuststyle#fullerbustbestie ♬ Roxanne – Instrumental – Califa Azul
I nonetheless strive the traits after they’re straightforward and enjoyable for me, however what individuals actually choose up on are the movies through which I’m authentically sharing my expertise and speaking about my model.
2. Experiment, and don’t be afraid to fail
To determine what works for you and on your viewers, experimentation is the secret. As a part of that, I’ve discovered it’s vital to not take it too arduous when movies don’t do properly. There are some things that assist me keep on this failure-friendly mindset.
For one, whereas there are many movies that I anticipated to go viral that completely flopped, there are additionally ones that I wasn’t positive about that basically struck a chord with my viewers. I by no means would have gotten these beneficial properties if I had been too afraid of failure to submit within the first place.
I additionally discover it helps to keep in mind that I can at all times take movies down. I attempt to study from each video I create. I’ve found that my viewers is completely different on TikTok than on Instagram, so I typically strive posting on the opposite to see the way it performs.
On the flip aspect, in case you see a video that’s doing rather well for you, strive a unique model of it. I initially stitched this video and realized it took off fairly shortly, so I did one other model a number of days later and it carried out even higher!
Both approach, I transfer on to the subsequent concept and hold making an attempt.
3. Work together with the group and your prospects
A few of my greatest wins on TikTok have come from actually partaking with the group.
A method I do that is through the use of prospects and different creators as fodder for my content material. For instance, a few of our hottest movies these days have been duets or stitches with different ladies complaining in regards to the actual issues that we’re making an attempt to unravel.
@perfectdd #sew with @Mandy Lee No binder wanted! I design button downs particularly for fuller busts with a hidden button to maintain it closed. The answer is already inbuilt. 100% cotton, sustainably and ethically made in USA. 🍒😉🇺🇸 #binder #fullerbust #hcup #ddcup #bigchestproblems #buttonup ♬ Blue Blood – Heinz Kiessling
I’ve additionally seen success these days after I reply to follower feedback with one other video. It’s low-lift buyer analysis the place the viewers is already engaged to maintain the dialog going.
@perfectdd Replying to @someonewitty Fixed feedback from “Are these actual?” on one finish to “You’re not that huge” in one other for a similar physique I’ve had for years! There’s no profitable. I’m 28i/30H cup both approach. And this goes to indicate in case you put on a correctly becoming br@, you don’t at all times “look that huge.” 🤷🏻♀️🍒 #brasize #icup #hcup #fullerbust #bratok #notthatbig #dcupsandup ♬ unique sound – PerfectDD
You’re a part of the TikTok group simply by being an energetic person, so I attempt to spend time every day scrolling by way of my feed, even when it’s just some minutes. By way of my entrepreneurial journey, I’ve linked with different TikTok creators, and we often focus on what’s been working, traits we’re noticing, how the algorithm is altering, and extra. For example, my buddy MadisonxAlexandra helped me see that TikTok is pushing longer-form content material these days. The local weather has modified—creators don’t see one another as competitors, however wish to collaborate and join. Sharing suggestions for achievement advantages us all.
4. Concentrate on consistency (however not in the best way you assume)
I continually hear TikTok recommendation that claims it’s important to submit a number of occasions a day to see any actual traction, however I’ve discovered consistency in messaging is extra vital than consistency of posting.
As a solopreneur, even with content material batching and help from my intern, it’s tough to maintain up an everyday posting schedule. And I’ve realized that’s okay.
For one, TikTok’s algorithm is so good that it continues to push content material even when it’s been months because it initially went viral. New followers are nonetheless liking and commenting on posts from final 12 months, so I don’t really feel as a lot stress to pump out new ones often.
Which means that any of my movies might be seen by a brand new potential buyer at any time. That’s why I’m unafraid to reiterate my model promise and message over and over, so people who find themselves new to my movies at all times know what PerfectDD is all about. Plus, some studies say that each time you publish content material, solely 10 % of your followers really see it, so it in all probability received’t really feel repetitive to even your oldest followers.
Repetition is recognition, and constructing a model is in regards to the lengthy recreation. In case you’re an entrepreneur, I strongly encourage you to get on TikTok now—it’s not too late. You are creating your individual press without cost, serving to new prospects uncover your model, and nurturing a youthful viewers to like your merchandise for the lengthy haul. Plus, when approached with authenticity and a spirit of experimentation, it may be actually enjoyable.
