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 interested by 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 instructional content material on the platform, too.
I’m removed from a social media skilled, 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 few 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 website 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 alter since then, and my technique has needed to regularly modify. Listed below are a few of my largest classes about how different founders can succeed on the platform.
1. Deal with timing and tailoring in relation to tendencies
Whereas my first viral video was based mostly on a pattern on the time (inventory photographs of previous folks reacting to one thing), I’ve additionally had occasions since once 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. As an illustration, once I posted a Barbie-related TikTok over three weeks after the film had come out, it barely received any traction as a result of folks had 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 tendencies 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 an alternative of it feeling contrived as a result of I used to be attempting to power “viral” content material out. There are many tendencies on TikTok, so discover those that talk to you. If you happen to miss one, it’s okay—there might be one other one to hop on to.
One other massive aha second: Lots of my hottest movies haven’t adopted tendencies in any respect. As an alternative, 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 could 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 tendencies after they’re straightforward and enjoyable for me, however what folks actually decide up on are the movies wherein 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 in your viewers, experimentation is the secret. As a part of that, I’ve discovered it’s essential to not take it too arduous when movies don’t do nicely. 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 absolutely flopped, there are additionally ones that I wasn’t positive about that actually struck a chord with my viewers. I by no means would have gotten these positive factors if I had been too afraid of failure to submit within the first place.
I additionally discover it helps to do not forget that I can at all times take movies down. I attempt to be taught from each video I create. I’ve found that my viewers is completely different on TikTok than on Instagram, so I generally strive posting on the opposite to see the way it performs.
On the flip facet, in the event you see a video that’s doing very well for you, strive a special model of it. I initially stitched this video and realized it took off fairly rapidly, so I did one other model a number of days later and it carried out even higher!
Both approach, I transfer on to the following thought and maintain attempting.
3. Work together with the neighborhood and your prospects
A few of my largest wins on TikTok have come from actually participating with the neighborhood.
A method I do that is by utilizing 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 precise issues that we’re attempting to resolve.
@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 in-built. 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 once 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 massive” in one other for a similar physique I’ve had for years! There’s no successful. I’m 28i/30H cup both approach. And this goes to indicate in the event you put on a correctly becoming br@, you don’t at all times “look that massive.” 🤷🏻♀️🍒 #brasize #icup #hcup #fullerbust #bratok #notthatbig #dcupsandup ♬ unique sound – PerfectDD
You’re a part of the TikTok neighborhood simply by being an energetic consumer, so I attempt to spend time every day scrolling via my feed, even when it’s only a few minutes. By way of my entrepreneurial journey, I’ve related with different TikTok creators, and we often focus on what’s been working, tendencies we’re noticing, how the algorithm is altering, and extra. As an illustration, 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 fulfillment advantages us all.
4. Deal with consistency (however not in the best way you assume)
I continually hear TikTok recommendation that claims you must submit a number of occasions a day to see any actual traction, however I’ve discovered consistency in messaging is extra essential 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 sensible 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 yr, so I don’t really feel as a lot strain to pump out new ones often.
Which means 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 gained’t really feel repetitive to even your oldest followers.
Repetition is recognition, and constructing a model is in regards to the lengthy recreation. If you happen to’re an entrepreneur, I strongly encourage you to get on TikTok now—it’s not too late. You are creating your individual press at no 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.