I have been holding onto this newsletter edition for a long time but I am excited to share how we have started working with Blume on their TikTok.

We are still only week 2 of posting so we are early stages of seeing progress on the content, but so many brands want to start a TikTok account but don't know how to start.

I will break down the process we have put together to create consistent organic content for Blume.

Oh - if you want to buy products, do it TikTok so we look good ;)

1. Find a Creator

You have to have a face to the brand.

A spokesperson.

Unlike other platforms, where you manage from behind the account, TikTok is all about being in front of the camera.

If you as a founder do not want to be the face - which I think is okay, you need to have someone.

Before you just add this to your social media manager's job, understand that this is a separate job.

Creating content takes time and different skills than managing social media accounts.

Yes, it is time to invest more money in creation and social media, but it is worth it - especially when you see what we are doing with Blume.

To find a creator, Goodo Studios reached out to people who were making videos with Blume products and also used our networks to find girls who fit the demographic of a Blume customer.

We shared a table of about 15 creators with Blume who then made their choices.The original plan was to pick 3 creators and trial them for a few videos and pick one creator.

We got lucky and found the perfect fit - Emily!

Being able to create videos is important but something you as a brand need is LOYALTY.

If you pick a person who already has a big following... they want to make content for themselves - they don't want to work for you or your brand.

If they do, just know that if they get bigger, they might jump ship later.

You need to find people like me and Emily that just want to create for brands.

We are B2B creators.

Be very clear with commitments and the role before you pick someone, because even though they are a great creator, they may not be ready to be the spokesperson for your brand.

2. Build Buyer TikTok Persona

Blume has posted on TikTok before and has a strong following on Instagram (100k+) so they already had some ideas of what is working and not working for content.

We worked with Emily (the creator) to figure out what type of content our ideal audience member is watching on TikTok.

What videos do they like?

What other brands would they follow?

What are those brands doing on TikTok?

What are other skincare and makeup brands doing on TikTok that is working?

This step is important because you don't want to do trends or video styles that aren't appealing to YOUR ideal viewer.

The answers to the above questions will be different for you, but ask these questions.

3. Plan, Shoot, and Edit Weekly

Every Monday, we meet with Emily, discuss the past week content, and see how we can make other videos for the upcoming week.

We use Milanote to add video ideas or concepts. 

We have one card for each day of the week.

We usually add a TikTok that we see as a reference for the video we will create.

We have an ongoing inspiration board that we pull from week to week, and sometimes we add more current trending video formats.

Our goal is to come up with 70% product education videos that could be used as ads, and 30% trending/lifestyle videos.

After we come up with ideas, Emily will start to shoot and edit the videos.

My goal is to support Emily to be her most creative self.

I don't want her to have a ton of structure so she can make the videos natural to her personality.

Each creator will be different - some might need more structure so you just need to be clear with each person.

Emily can add the draft of the videos to Milanote for Blume to add any comments.

Once approved, we get them ready to post on the account.

Each creator has different needs so when we do this with another brand, the creation process might be a bit different but the structure of drafts and approval will be the same.

4. How to Communicate with Creator and Team

Creators are humans.

Creators are NOT machines.

Although you want consistent content all day, you need to make sure your creators are supported every day.

Having our weekly meetings with Emily allows her to give us an update on herself so we can find ways to support her in the upcoming week.

Part of preparing the content for the week versus creating one video and posting each day is to give Emily some time to rest versus feeling like she needs to be "on" every day.

We use Slack to communicate throughout the week to check in and discuss the content.

We have one channel that is internal that is just Emily and Goodo Studios and then another channel that is external with Blume.

The internal channel allows us to work as a team and answer production questions without Blume seeing anything that would be bothering them.

We use the external channel to update Blume on production, ask any product questions, or let them know when we posted for them.

5. Patience is the Key to Organic

Don't look at the views at first - build out this system of creating consistently.

Emily has gotten more comfortable with the products and brand so the videos have made great progress in just two weeks.

We also see that the overall library of content is being pushed more now that we are posting every day.

The power of our strategy will be in month two and three once we have posted each day, received data on videos that work and don't work so we can improve our videos.

I am so excited to see these numbers grow, but mostly see the business grow because of the content we are creating.

6. Our Future Goals

We want to add another creator to double up the content creation and focus on ad development on the channel.

We also want to find ways to leverage this content for ads and even run ads off of the creators proflies.

We can focus on these parts because we have this system in place.

Before you jump into ads - focus on organic.

Ads will be a lot easier because you are creating every day on the organic side.