Watch our hour-long webinar with Ben Gallagher, Luxe Collective’s CMO & Co-Founder, about their approach to TikTok marketing and learn how they grew their business and TikTok community.
They’ve produced countless viral hits and have grown their community to well over 800K followers which has helped their business become the success it is today.
Luxe Collective’s TikTok owes its success to Ben’s ethos of giving without asking for anything in return
Luxe Collective launched in 2019 and, like many, they were hugely impacted by the pandemic. They lost 95% of their business at the beginning of that period.
Ben took this as an opportunity to use his time efficiently and turned to TikTok.
His first few Luxe Collective videos were largely sales driven and did not perform well in the slightest.
Luxe Collective’s first viral TikTok video was actually meant for Instagram. Ben only shared the video to TikTok to use the sound he wanted. After first forgetting about the TikTok post, he checked in hours later and was surprised to see it had generated hundreds of thousands of views.
From that moment on, he was hooked.
He started to analyse every video that performed well and built on his learnings. This analytical approach has resulted in over 22M likes on the platform and business growth that can be directly attributed to this TikTok activity.
Watch the replay or check out our summary below
Key tips
TikTok is an asset for ALL industries
TikTok gives all brands a direct link to their customers. If approached correctly, brands can give their audience a transparent look into the company and build a relationship with them.
Also, people inherently absorb the most information from videos because of the audio and visuals that still images can’t provide. TikTok has capitalised on this, allowing brands to tell their story in digestible and engaging ways.
Being ‘shadow-banned’ is an excuse for lazy content
There is a reason that EVERY video goes viral. Even the strangest or seemingly random viral videos have a reason for their success.
The same goes for bad content; there is a reason certain videos don’t do well. Don’t blame the algorithm for videos that don’t perform. Instead, analyse each video and learn from what did well and vice versa.
Patience is a virtue
Ben’s activity on TikTok did not generate a single sale for the first 8 months. After 12 months they started to see an impact on revenue.
Now, viral videos result in spikes of website visitors and they are seeing consistent revenue growth. They have grown from a team of 2 to 15 during this time and he directly credits this success to TikTok.
Give, give, give… and then ask
Many times brands say ‘we want to build a community’ but really mean ‘we want to drive sales’.
A true community is built on value shared or, for example, posting 3 videos a day without asking for anything in return.
If done correctly, it is highly likely that this activity will result in sales – but focus on providing value first before ever asking your audience for a single thing.
Tell a story
Ben has trialled all types of content and recently he has seen an increase in engagement on storytelling videos. Provide value and entertainment and pull them in with a story in every video you post.
Negative comments
If a person takes time out of their day to comment something negative on your post, that’s a problem with them… NOT you.
Additionally, TikTok works similarly to PR when it comes to engagement. There is no such thing as bad press; or in this case, comments.
Hate comments are still engagement that help to boost your video’s visibility. Never let the haters keep you from posting.
Volume!!
Volume is key when starting out. The more videos you post, the faster you’re able to analyse what’s working.
Use of trends
While trends now only make up 10% of their content mix (90% is original content), they are still a great tool for when starting out or when you’re struggling to come up with ideas.
It’s important to remember that trends are NOT meant to fit your brand. So don’t rule them out because you’re afraid of tarnishing your brand image; join in on the fun!
Don’t reuse content, rework it
Never download a video that did well just to repost it. Instead, showcase the same video concept or information in a different way.
Find inspiration for your niche
- Search on TikTok for your niche
- Limit results to the last 3 months
- Sort by most liked
Use these search results to inspire you and recreate them for your account in your own style.
Controversial hooks
Make your hook as controversial as possible. For example, ‘from drug dealer to Gucci fashion designer’.
Be risky
Luxe Collective’s more risky videos have cemented their brand on the platform. Don’t be afraid to try something new or even a little scary.
Don’t be a perfectionist
You don’t decide what’s perfect, the audience does. So don’t hold back on posting a video that isn’t perfect to you. It might just be the one that goes viral!
Consistency is key
Whether you’re posting once a day or ten times a day, keep it consistent.
Looking for help with TikTok?
If you’re confused about getting started or want some help with what you’re doing on TikTok at the moment, give our TikTok agency page a read for some more tips and options to help your brand succeed on TikTok.
Watch this space for more webinars about TikTok success!
