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This interview is a part of a collection known as Creators Unlocked that delves into the world of content material creators to uncover the tales behind their social media posts.
From Twitter to TikTok, the articles goal to supply insights and learnings for aspiring and established creators whereas additionally providing a glimpse into the lives of these behind the screens.
Welcome to the newest installment of our collection, Creators Unlocked, the place we communicate with creators to grasp what it is like behind the screens of the tweets and TikToks to be taught from their experiences.
In the present day, we’re unlocking Katie Xu’s creator journey, from being the mind behind the social media accounts of corporations like Kapwing to being a TikTok creator with 80,000+ followers.
Katie’s TikTok has grown in leaps and bounds because of a number of viral movies that includes her evaluation and recommendation about what makes a profitable creator. On this interview, we talk about Katie’s unconventional strategy to advising creators and have a look at her plans for development as a creator.
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This interview has been edited and condensed for readability.
Q: What impressed you to begin creating content material on social media?
I’ve at all times been enthusiastic about social media and have been creating content material for a very long time – a minimum of since center college. Earlier than, it was for myself, golf equipment at college, or the cafe I labored at. However I solely began not too long ago creating content material to construct my private model.
It took some time to get to that time as a result of I needed to take time to collect the braveness to lastly begin placing myself on the market. Till this level, I had been hiding behind different manufacturers, operating their social media as a enterprise. Now, I really feel like inspiring and empowering individuals by content material and have even began getting messages that my movies assist individuals get the braveness to begin for themselves.
@katiexsocials Replying to @chrispetrone welcome to non-public branding 101 #katiexsocials #celebrities #personalbranding #contentcreator #contentcreatortips #socialmillionaire #greenscreen
Q: And what was the push to get began doing social media for your self, not simply different individuals?
I stumbled upon freelancing by accident, nevertheless it opened me to a world of people that had been doing enterprise with no social media presence, and I turned the individual that helped them try this. That was eye-opening to the significance of social media in entrepreneurship. As I constructed experience in social media, I noticed a chance to construct my private model and that was what acquired me began.
Q: What sort of content material do you create, and who do you create it for?
The shortage of a niche doesn’t assist a lot right here, however the content material I create paperwork my journey as an entrepreneur and content material creator and helps me share my ideas, concepts, opinions, and experiences with all my varied endeavors. The best viewers is aspiring content material creators and entrepreneurs, however I hope my content material can attain and assist a broader viewers.
Q: What’s in your software stack for content material creation?
For video creation, TikTok is the place it’s at. I don’t like creating movies outdoors it as a result of it provides too many steps to my workflow, which I wish to maintain easy. Even when modifying for shoppers, I log into their TikToks as a result of it feels extra pure and native.
When it comes to monetizing my platform, I take advantage of Stan for my link-in-bio as a result of the person expertise is so clear. And it makes the stream of buying [my products and services] simpler for my viewers.
Q: What are your targets for 2023, and the way will you measure their success?
When it comes to content material creation, I’d say diversifying my model and making a long-term, sustainable enterprise out of it. That’s my final aim as a result of whereas I really like creating on TikTok, a platform that you simply don’t personal could be taken away at any time. The algorithm can determine sooner or later to cease pushing my content material.
Additionally, some background: I took a spot 12 months to pursue content material creation and I’ll be going again within the Fall [of 2023]. Once I do, ideally, I’ll have a model that I can take with me and proceed to doc my life.
Q: That’s so attention-grabbing – when it comes to diversifying, what platforms are you contemplating? Are you trying outdoors of social media?
Positively – I wish to construct a publication or a minimum of an e mail record. I’ve heard from many creators how vital it’s, and I undoubtedly see the significance as I slowly begin to construct my very own. It’s comforting to know that I can at all times attain my viewers.
I’m additionally tentatively contemplating starting a podcast – and I say that as a result of I’m hesitant to leap on simply any medium or platform as a result of I prioritize focus and doing issues nicely. However you may maintain individuals’s consideration a lot better with a publication or 30-minute podcast than a brief video. The devoted readers and listeners actually grow to be your core viewers.
@katiexsocials Replying to @neigehq Fast follower development is an ILLUSION. Each time a video does tremendous nicely, you’ll assured develop rapidly for the subsequent couple of weeks. When you may assume it’s varied methods you’ve developed which can be attributing to your development, it’s in all probability simply the success of a pair movies. It’s best to take note of your analytics to determine what is actually working.#greenscreen #katiexsocials #futuremillionairekatie #tiktokgrowth #tiktokgrowthtips #socialmedia #contentcreation #becometheniche #socialmillionaire #nichedown #tiktoktips
Q: The concepts you share on social media lean in the direction of the unconventional. What would you say your artistic course of is like? How do you provide you with concepts for content material?
I would say my methodology of developing with movies can be a part of the unconventional goodness of my content material. Earlier than attending to creating content material, I labored backward when it comes to technique. So I made a decision for myself what sort of content material I like, what I need my model to appear like, and what can be the perfect methodology to get my concepts on the market.
There’s a variety of nice recommendation about which concepts you have to be sharing, the right way to share them, and on which platforms, however it may be algorithm-oriented, which finally ends up being restrictive to creators. Personally, on TikTok, I need my movies to be uncooked, low-effort sharing of concepts. I need them to be issues I provide you with on the spot which can be good no matter flashy modifying or fashionable music.
Q: The lo-fi strategy undoubtedly works – you’ve gone viral a number of occasions already. And I do know that with virality comes strain, amongst different challenges. How do you navigate challenges as a creator?
With going viral got here a variety of visitors, and whereas it wasn’t an enormous problem, I wasn’t absolutely ready to obtain the inflow. I had no official area and couldn’t deal with all of the incoming inquiries.
One other factor is that content material creation has been time-consuming. So I can undoubtedly see it being a problem if I needed to stability college and dealing for an organization alongside creating. To be trustworthy, I haven’t fairly discovered that stability but.
Scrolling is among the hardest issues to deal with since you’re so used to participating on social media as a shopper, however whenever you do it professionally, you must pay ten occasions extra consideration. Your thoughts is at all times taking a look at content material analytically, breaking down the creator’s strategy and considering up enhancements. It could actually take up extra time than senseless scrolling.
@katiexsocials Replying to @loresfdz Jvke’s TikToks are a masterpiece for advertising. #katiexsocials #socialmediascience #futuremillionairekatie #entrepreneur #contentcreator #greenscreen
Q: How do you navigate the necessity to earn a residing from content material creation with creativity because it turns into extra of a enterprise?
My state of affairs is a bit completely different from different creators as a result of my earnings isn’t reliant on model offers – it comes from the enterprise I constructed earlier than beginning to take social media extra severely. So fortunately for me, earnings is fairly regular.
The half the place the stability will get difficult is that it could possibly suck the enjoyment out of content material creation if that’s all you do. I do it for manufacturers, and I’ve to do it for myself as nicely. I’ve spoken to so many creators who wish to work on their very own content material however are so centered on working for others that it turns into troublesome.
Q: What recommendation would you give to somebody who’s simply beginning to take their social media severely and construct their model?
One, understand that content material creation is a talent that must be labored on and never only a fortunate break that occurs to anybody. After all, individuals get fortunate and go viral however if you wish to pursue content material creation sustainably, it has to grow to be a part of your routine. Deal with each video you place out as follow in order that even when engagement isn’t forthcoming, you may keep constant. The massive creators make it look straightforward however they’ve abilities, whether or not in modifying or storytelling, or just connecting with individuals.
Two, in my view, you must grow to be the area of interest. I believe niches are a really nuanced dialogue, however you must understand you can’t cover behind the class.
@katiexsocials Replying to @cybergirl.on-line turning into the area of interest is a mindset that prioritizes YOU. that’s all #katiexsocials #becometheniche #nichedown #futuremillionairekatie #creatorindustry #socialmillionaire #tiktokmillionaires
Even with cooking movies, if you happen to’re simply doing tutorials on YouTube and that’s all you wish to do, nice. However if you happen to ever wish to develop as a model and increase into different elements of your business like releasing a cookbook, you must be prepared to talk in your movies and inject your persona. That’s what builds actual reference to an viewers.
Q: You talked about that you simply make most of your earnings from consulting – however have you ever began making earnings from publishing on social media? And may you rank your streams of earnings from most to least worthwhile?
I’d say my favourite methodology proper now’s teaching and dealing with individuals to construct their manufacturers. It’s fulfilling to assist them determine what they need to be doing and supply them with readability. Then after that may be working with manufacturers, which is not bringing in an excessive amount of cash but, however is rewarding all the identical. Though to be trustworthy, I choose working extra within the background for manufacturers to make cash than straight up promoting one thing on my social media.
Q: What are some challenges you’ve confronted in terms of pricing your companies as a creator?
My largest problem is unquestionably figuring out what to cost. I’m studying on daily basis the right way to value confidently and even what worth determines how I select to cost my work. I look ahead to having a greater perspective in a few years, however proper now I’m nonetheless eager about the distinction between time vs. value-based pricing.
So many issues go into why a model deal prices a certain quantity – it’s not simply the time you spend or your follower rely but in addition your talent as a creator to ship nice content material and promote a model convincingly.
Q: Is there something, particularly, you are keeping track of within the content material creation house for the longer term?
I’ll undoubtedly be keeping track of YouTube Shorts. I simply assume YouTube is unquestionably a risk in terms of the video house.
Takeaways
- Katie discovered success on TikTok by specializing in uncooked, low-effort content material that prioritized sharing concepts over flashy modifying or fashionable music. This strategy allowed her to face out from the group and showcase authenticity, which helped her acquire a loyal following of greater than 70,000 followers.
- To construct a sustainable private model, Katie plans to diversify her on-line presence throughout a number of platforms. She acknowledges the dangers of relying solely on one platform like TikTok, whose algorithm could change or cease selling her content material. By constructing a publication, contemplating a podcast, and keeping track of rising platforms like YouTube Shorts, Katie goals to make sure her model’s long-term success and stability.
- As a creator, Katie stresses the significance of injecting persona into content material and turning into the area of interest, reasonably than simply becoming into one. She believes that this strategy helps construct an actual reference to the viewers and opens up alternatives for growth throughout the business. As an example, if a creator shares their persona whereas making cooking movies, they’re extra doubtless to reach releasing a cookbook or constructing a private model round their experience.
- In relation to pricing her artistic companies, Katie’s largest problem is figuring out the best value. She is continually studying the right way to value confidently and considers each time and value-based pricing. Elements equivalent to talent as a creator, the power to ship high-quality content material, and convincing model promotion all play a job in figuring out the best value for her companies. This deal with worth ensures that she will present the perfect outcomes for her shoppers whereas nonetheless incomes a good earnings.
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