Just For You

TikTok’s user base has exploded, and creators are eager to monetize the puzzling platform

By Mary-Wesley Maddox

Since starting her TikTok account in November 2019, Isabella Duffy has posted daily vlogs, showed off her special effects makeup skills, and partnered with multiple brands to promote products. Duffy, an SMU sophomore, has built a following of over 100,000 followers and 6.5 million likes with her fashion-forward content, and sometimes she doesn’t even understand why. The platform’s addictive algorithm has allowed many creators to experience unbridled growth, yet it can be difficult to rein in the high level of engagement for monetization. Following the coronavirus lockdown, TikTok has undergone a transition in both the content and user base, and it appears that the app is here to stay as a social media powerhouse.

However, companies and influencers like Duffy, are still navigating how to successfully monetize content and sell products on the platform at the level of competitors like Instagram and YouTube.

“TikTok’s algorithm has changed a lot,” said Duffy, who began rapidly gaining likes and followers at the start of the coronavirus quarantine. “It’s way harder now to gain a loyal audience even if your video goes

viral. TikTok changed the algorithm so it would only reward people who post very often.”

The trend cycle on TikTok is rapidly changing and the algorithm rewards frequent watchers who stay updated with burgeoning culture and style movements. The app’s algorithm changes often and its criteria is not publicly available. For brands trying to grow a following on TikTok, this means having a full-time social media correspondent to stay on top of popular content.

Sloan Byrd found success on her personal TikTok account by creating niche content about her modeling career and her boyfriend. Since being hired as a content creator for the Dallas-based fashion brand Koch, she has grown the @shop_koch account to over 22,000 followers and 600,000 likes. She combined her knowledge of the algorithm with trial-and-error to find what works best to advertise the Koch brand.

“I am on TikTok all the time,” said Byrd. “ I am just trying to figure out what’s trending right now and what sounds people are using. And then I find trends that align with our brand identity.”

For a smaller brand like Koch, it can be beneficial to obtain a loyal audience on TikTok. Byrd says the company finds the most success with personal videos that feature founder Nicole Musselman and the Koch team. She adds that TikTok giveaways have been an effective way to gain exposure and direct people to the Koch website.

As a small business with limited resources, Koch has prioritized growing its own account over using influencer marketing on TikTok. Many brands take this approach, because creators cannot accurately gauge how a video will perform on the algorithm.

Duffy’s following on TikTok has led to many brand partnerships, and she prefers the creativity of TikTok’s short video format in comparison with other platforms like Instagram. However, she notices a difference in engagement on posts that involve brand collaboration.

“My sponsored posts don’t always do as well as my regular posts,” she said. But “as long as the video is what the brand wants and I get paid, I typically don’t mind if the views are lower.”

According to the MIT study “Study on Social Media Marketing Campaign Strategy - TikTok and Instagram’’ by Jessie Boxin Mou, TikTok continues to implement new tools to help companies succeed through in-app and influencer marketing. While there is a certain risk associated with advertising on an unpredictable platform, Mou says that with clearly defined goals and target markets, TikTok marketing campaigns can bring success to companies.

“A company runs a risk of not at least seeing if TikTok can work for them,” said Scott Talan, a social media expert and public and strategic communication professor at American University in Washington, D.C. “If they do jump in and then work with influencers they should still be active on their own site. It keeps their options open and increases chances for connecting.” The popularity of TikTok is undeniable, but the marketing strategies for companies can have varied results. In the 2020 study “Navigating the New Era of Influencer Marketing: How to be Successful on Instagram, TikTok, & Co.,” the authors note the importance of diversifying paid content, as well as authenticity on social media being a key to success. For influencer marketing, it is beneficial to create sponsored posts with an organic feel and avoid obviously staged or scripted content. Organic content does very well on TikTok, and as a result, products can go viral with no concentrated effort by the company. One of the most recent examples is the Revlon One-Step Hair Dryer and Volumizer, which sold out on Amazon for weeks after trending on TikTok. Brands have tried to replicate this success with sponsored hashtags, manufactured video trends and in-platform advertisements, but most viral products seem to come from a genuine user recommendation followed by a rapid growth in consumer purchases.

Duffy appreciates TikTok’s creativity and interactivity, because she said it feels more authentic. Only time will tell if this growing platform will become a social media mainstay.

Must Know Mustangs By Maria Chammas

RaSun Kazadi

SMU Junior Football Player and Non-Profit Founder

Hometown: Waco, Texas Major: Creative Advertising Minors: CCPA and Graphic Design Wardrobe Staple: A beanie Fashion Icon: A$AP Rocky

Ra-Sun Kazadi is a well-rounded guy. He plays safety for SMU’s football team and has been training tirelessly for the upcoming season. But Ra isn’t just a jock, he’s also an artist. He enjoys being creative, particularly using acrylics, charcoals and oil-based pens to create moving pieces of artwork. He loves his creative advertising major because it allows him to combine his artistic nature with his business acumen. Ra is also involved in SMU’s Black Unity Forum and Black Student Athlete Committee. Among all that, Ra somehow found time to co-found The Detente Collective, a nonprofit organization aimed at serving underfunded communities. In his free time, Ra kicks back and watch a romantic comedies or read a good book.

Dallas native Mona El-Gharby did not originally plan to become a Mustang; now, she’s a graduating senior who loves SMU. She began her time on the Hilltop majoring in pre-med, but she soon realized her true passion was empowering women through beauty. So, in a determined manner, Mona started a custom luxury hair product company for wavy to coily hair called CURLē. The company launched in January 2021. Mona also co-hosts the Seeing Colo(u)rs podcast with her Australian counterpart across the world. Seeing Colo(u)rs is all about creating productive conversation around controversial topics. Mona serves as president of the Middle Eastern Student Association, is a Hilltop and Honors Scholar, and is active in the human rights program.

Mona El-Gharby

SMU Senior and Haircare Brand Owner Hometown: Dallas, Texas Majors: Biology and Business Management Minor: Human Rights Wardrobe Staple: Jewelry Fashion Icon: Coco Chanel

Taggert Hudson

SMU Sophomore and USA Bobsled/Skeleton

Development Team Member Hometown: San Antonio, Texas Major: Environmental Engineering Wardrobe Staple: Tommy Bahama Shirts Fashion Icon: Jimmy Buffett

Taggert Hudson is the youngest athlete to ever be accepted to USA bobsled and skeleton rookie camp. He stumbled upon the opportunity in 2018 while he was applying to colleges. He happened to be visiting the Air Force Academy while rookie camp try-outs were being held in Colorado; Taggert decided to give it a shot. He ended up scoring high enough to make the team, even though he was the youngest person there by five years. Now, Taggert trains to earn a spot on the national team for the 2026 Winter Olympics. He is active on SMU’s campus as a member of the SMU Honors Program, Beta Theta Pi, Theta Tau engineering fraternity and the Student Alliance Against Human Trafficking. When he’s not in skeleton training, Taggert enjoys fishing and golfing.

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