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 taken with seeing me on display screen, and didn’t suppose 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 knowledgeable, however I made a decision to throw my inhibitions apart and begin experimenting with usually 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, nevertheless 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
In fact, 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 here are a few of my greatest classes about how different founders can succeed on the platform.
1. Deal with timing and tailoring in terms of developments
Whereas my first viral video was based mostly on a pattern on the time (inventory pictures of previous individuals reacting to one thing), I’ve additionally had instances 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. As an illustration, 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 had been already over the Barbie mania.
Different instances, fashionable TikToks didn’t work as a result of the pattern wasn’t genuine sufficient to me and my model. The developments 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 giggle and it was clear how I may make it my very own, as a substitute of it feeling contrived as a result of I used to be making an attempt to pressure “viral” content material out. There are many developments on TikTok, so discover those that talk to you. In the event you miss one, it’s okay—there will probably be one other one to hop on to.
One other huge aha second: Lots of my hottest movies haven’t adopted developments 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. Often, I’m barely carrying make-up, don’t have my hair achieved, and haven’t deliberate a script. It could really feel unpolished whereas filming, nevertheless 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 attempt the developments once they’re straightforward and enjoyable for me, however what individuals actually decide up on are the movies during 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 in your viewers, experimentation is the secret. As a part of that, I’ve discovered it’s vital to not take it too laborious 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 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 keep in mind that I can all the time take movies down. I attempt to be taught from each video I create. I’ve found that my viewers is totally different on TikTok than on Instagram, so I typically attempt 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, attempt a unique model of it. I initially stitched this video and realized it took off fairly shortly, so I did one other model just a few days later and it carried out even higher!
Both method, I transfer on to the following concept and preserve making an attempt.
3. Work together with the group and your clients
A few of my greatest wins on TikTok have come from actually participating with the group.
A technique I do that is by utilizing clients and different creators as fodder for my content material. For instance, a few of our hottest movies recently have been duets or stitches with different girls complaining in regards to the actual issues that we’re making an attempt 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 recently 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 method. And this goes to indicate in the event you put on a correctly becoming br@, you don’t all the time “look that huge.” 🤷🏻♀️🍒 #brasize #icup #hcup #fullerbust #bratok #notthatbig #dcupsandup ♬ authentic sound – PerfectDD
You’re a part of the TikTok group simply by being an lively person, so I attempt to spend time every day scrolling via my feed, even when it’s just some minutes. By means of my entrepreneurial journey, I’ve linked with different TikTok creators, and we usually talk about what’s been working, developments 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 recently. 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 suppose)
I continually hear TikTok recommendation that claims you must submit a number of instances 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 assist from my intern, it’s troublesome to maintain up a daily 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 stress to pump out new ones usually.
Which means that any of my movies may very well 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 all the time know what PerfectDD is all about. Plus, some studies say that each time you publish content material, solely 10 % of your followers truly see it, so it most likely received’t really feel repetitive to even your oldest followers.
Repetition is recognition, and constructing a model is in regards to the lengthy sport. In the event you’re an entrepreneur, I strongly encourage you to get on TikTok now—it’s not too late. You are creating your personal press without cost, serving to new clients 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.
