Viral TikTok Brand #1: The Silk Labs
When Jenna Labiak, founder of The Silk Labs, first posted on TikTok in 2019, she had no idea her business would take off the way it did.
“It was absolutely mind blowing,” Jenna explains. “One of the very first videos we ever posted went viral and it changed everything.”
The video Jenna is referring to saw over 600K likes and 3.5M views simply by hopping on the “small business check” trend.
From that video alone, The Silk Labs’ TikTok account gained 20K followers. Now, two years later, they’re hovering just over 100K followers — making it the business’ largest social platform.
Jenna emphasizes how being authentic and consistently posting to TikTok can actually translate into dollar signs for small businesses. For her brand, TikTok has been a huge part of their success and journey.
“From just one TikTok video alone, we saw over 200 customers order our silk elastic set.”
They did this by tapping into TikTok super influencers, like Emma Chamberlain.
“We made a TikTok asking to send her products and had our community tag her in the comments, that’s how she found us.”
So, what is The Silk Labs’ TikTok strategy — how did they go viral on TikTok?
“Posting consistently and having conversations with my community daily,” Jenna explains.
Even on the days where she doesn’t want to be on camera, Jenna shows up for her audience.
“Above everything else, our community responds to seeing the person behind the brand. With that, I’ve learned it’s not about doing or saying the perfect thing.”
To be consistent, Jenna follows four content pillars: tutorials, business advice, behind the scenes, and aesthetic videos.
“When planning our TikTok content, I always like to give our audience a lot of value. For example, instead of just “selling” our hair products, I’ll go ahead and use them in a hair tutorial.”
Jenna’s advice for small businesses who are hoping to use TikTok to drive sales?
“Don’t jump on TikTok with the mentality of wanting every video to go viral. Of course that’s the goal, but don’t get down on yourself if it’s not happening. If you’re posting quality content daily, you’ll still create a community. And that’s what matters!”
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