Post every video on your own TikTok first; put ad money behind the ones that take off

Joseph ChoiAnd were are you just posting all these organically or are these uh like becoming ads?

Ryan ThorpeYeah, so it was a combination. So, we would post uh all of the videos organically on our own channels, um and then if they picked up any organic traction, then we would boost them a bit more with our ad spends. And then if they really took off, we would Spark Ad the video to the actual content creators account, so we were effectively using four or five different ways to push the same video if it caught traction.

Joseph ChoiI see. So, first you would post it organically on your own brand account, and then if it started to pick up, you would start boosting it with ads? Like how much engagement does it need to have before you start boosting?

Joseph ChoiYeah, that's interesting. It's kind of like uh looking at a viral video. Like you can kind of tell if a video is going to perform well uh after a certain while. Like it's hits 10,000 views, then it kind of plateaus at 20,000. It's probably not going to keep going. Uh it's like not worth like pursuing that format anymore.

Ryan ThorpeYou kind of get a taste for it, right? It's like um what- if you've made hundreds or thousands of videos and you've posted them, you can just tell. Um, one one thing that really catches is like um if if the comments start going off. If you start getting 10, a hundred kind of comments on the video, even if it doesn't have tons of views, you just know that there's some hook on that that is going to make it go viral even more.

Ryan ThorpeOne example that we had was um one of our content creators without knowing, put like a motivational speech of Emma Chamberlain in the background, who's like a famous YouTuber i- in the space. And um everyone started commenting like, "Emma Chamberlain, Emma Chamberlain. Oh my god, we love her, la-la-la." I didn't I didn't really know who it was, but that video just absolutely blew off like 50, 60 million views.