Hello Risers!

I’m stoked to share this week’s creator!

The growth strategies he used will make you smack your head as to why you didn’t think about doing such simple things for your brand.

Also, if you also run a newsletter and want to do some promotion swaps, let me know by replying to this email.

Enjoy reading!

🤔What’s In This week’s email…

• Sometimes you need to pioneer a trend.

• Tweak and double down on what's working.

• Why you shouldn’t follow what everyone is doing.

👋 Meet Today’s Creator

Meet Today’s Creator

He's the 23-year-old kid who goes around New York's Diamond District to sell and trade watches.

You've probably seen his videos land on your For You Page on Tiktok and he's been featured on NBC News last year.

Now the question is..

Why are we putting Tyler in this week's creator spotlight?

Well, Mr. Vookum here has amassed a 2.2m follower count on TikTok around the topic of watches.

It’s not the most exciting topic out there but he managed to grow a solid follower count around it.

I’m pretty sure we can learn a ton from him on how he grew his brand.

Get your notes ready, this will be short but sweet.

📖 Case Study

Tyler really hit an audience here huh?

And you know what's crazy, his Tiktoks aren't of the highest quality in audio and video.

But how did he get millions of people to watch his content?

1. The Thirst For Raw And Unedited Videos

I didn't think that the time would come when the market would revert back to the old style of videos.

On every platform you go to, you see high-quality videos where creators speak in front of a camera, with a mic, and a podcast-esque background.

In today's landscape, viewers want something different.

Something that's raw and unedited.

And this is exactly what Tyler's content brings.

In one of his most popular videos (12.4M views), he's walking around the streets of New York, you see the people walking around (he almost bumps into one of them), and then he reaches the watch dealership where you can hear the noise of deals and inquiries left and right.

It's far from today's video standards but it works.

And it works so good.

✍️How to do this for your brand:

If you're doing video-style content, try a raw and unedited version. More like the old-school type of vlogging.

2. Get Off The Beaten Path

When Tyler searched on how to grow on TikTok, videos told him to follow someone who's already doing what you want to do and replicate their content.

But here comes the problem..

Nobody on TikTok was doing watch content the way he wanted to.

"So I had to pioneer this sh*t myself" said Tyler.

Frame that and put it on a wall.

Obviously, there was watch content on TikTok before he started but not the same way he does it.

Most of them would've done an unboxing or do a talking head video on how to trade and sell watches. Very much in line with how all creators do their videos today.

So the lesson here is to think outside the box. To not be afraid to zig when they zag.

Because standing out in your niche is one of the fastest ways to grow on social today.

✍️How to do this for your brand:

Spend some time on social searching for your niche. Watch how other creators present their ideas to their audience.

Next is to get off the internet and use all of your creative juices to think about how you can package your ideas differently.

Take inspiration from Yasin - he grew his socials by using this exact strategy (zig when people zag).

3. Double Down On What’s Working

It might seem that Tyler's doing this on the fly and just recording his deals.

But he actually puts some thought into his content strategy.

And no, it's nothing fancy or complex.

It's just doubling down on what works.

In a video, he explained that he would test out content to see how it turns out.

He would do an explainer about a watch and it'll get 2k views. But if he does a day in the life and have his friend record him, it gets 20k views.

So it's a no-brainer on what he needs to post more of.

On top of that, he adds subtle changes in content to really see what works for his audience.

In some videos, he tries to be serious while in others he's being funny.

The latter has more views so he needs to be funnier in the next one.

Then he tried a slower-paced style of filming vs. a faster-paced.

The faster edit got more views so he incorporated that into the next video.

And lastly, he would read the comments on what viewers have to say.

Turns out, people are learning a ton from his content so he added this factor which is to be educational.

Through experimentation and note taking, he found out what works for his audience:

A fast-paced educational video with some humor in it showing how he trades watches.

And the result? A 2.2 million followers with 47.7m likes on Tiktok.

✍️How to do this for your brand:

Don’t be afraid to test things out. Find small tweaks you can do for your content.

Change your hooks, your settings, your style of editing, etc.

Change some variables to see different results.

Take inspiration from the genius marketer behind The Diary Of A CEO.

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