As a brand new Bufferoo, I requested my teammates the way to thrive on the firm. Their steerage will stick with me for the remainder of my profession — and it would allow you to, too.
As a Gen X founder, I initially thought TikTok was not for me. I didn’t need to dance, figured the Gen Z viewers of TikTok wouldn’t be curious about 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 instructional 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 commonly posting various kinds 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, nevertheless it resulted in a 340 % improve 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 alter since then, and my technique has needed to frequently modify. Listed below are a few of my largest classes about how different founders can succeed on the platform.
1. Give attention to timing and tailoring in terms of developments
Whereas my first viral video was primarily based on a development on the time (inventory pictures of previous folks reacting to one thing), I’ve additionally had instances since once I’ve tried to suit my enterprise right into a development however the video didn’t hit.
Typically, this was as a result of I used to be too late hopping on the development. As an example, once I posted a Barbie-related TikTok over three weeks after the film had come out, it barely obtained any traction as a result of folks had been already over the Barbie mania.
Different instances, fashionable TikToks didn’t work as a result of the development 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 popular bra test account. It made me chortle 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 making an attempt to drive “viral” content material out. There are many developments on TikTok, so discover those that talk to you. Should 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 developments in any respect. As an alternative, it's 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 completed, and haven’t deliberate a script. It might 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 strive the developments after they’re straightforward and enjoyable for me, however what folks actually choose up on are the movies by 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 essential to not take it too laborious when movies don’t do effectively. 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 aspects if I had been too afraid of failure to put up within the first place.
I additionally discover it helps to do not forget that I can all the time take movies down. I attempt to study from each video I create. I’ve found that my viewers is totally different on TikTok than on Instagram, so I generally strive posting on the opposite to see the way it performs.
On the flip facet, if you happen to see a video that’s doing very well for you, strive a distinct model of it. I initially stitched this video and realized it took off fairly rapidly, so I did another version a couple of days later and it carried out even higher!
Both method, I transfer on to the subsequent thought and maintain making an attempt.
3. Work together with the neighborhood and your clients
A few of my largest wins on TikTok have come from actually participating with the neighborhood.
A technique I do that is through the use of clients 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 girls complaining concerning the actual issues that we’re making an attempt to resolve.
@perfectdd #stitch 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 huge” in one other for a similar physique I’ve had for years! There’s no successful. I’m 28i/30H cup both method. And this goes to point out if you happen to put on a correctly becoming br@, you don’t all the time “look that huge.” 🤷🏻♀️🍒 #brasize #icup #hcup #fullerbust #bratok #notthatbig #dcupsandup ♬ original sound – PerfectDD
You’re a part of the TikTok neighborhood simply by being an lively person, so I attempt to spend time every day scrolling via my feed, even when it’s only a few minutes. By means of my entrepreneurial journey, I’ve linked with different TikTok creators, and we commonly talk about what’s been working, developments we’re noticing, how the algorithm is altering, and extra. As an example, my good friend 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 need to collaborate and join. Sharing ideas for achievement advantages us all.
4. Give attention to consistency (however not in the best way you suppose)
I consistently hear TikTok recommendation that claims you need to put up a number of instances 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 assist 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 yr, so I don’t really feel as a lot strain to pump out new ones commonly.
Which means that any of my movies could possibly 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 reviews say that each time you publish content material, solely 10 percent of your followers actually 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 concerning the lengthy sport. Should you’re an entrepreneur, I strongly encourage you to get on TikTok now—it’s not too late. You're creating your personal press free of charge, 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.