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Welcome again to Creators Unlocked, a sequence the place we interview creators about their greatest practices. In the present day, we’ve acquired Ayomi Samaraweera, TikToker and creator economic system startup founder, on the docket.
Ayomi’s journey as a creator instantly stands out as a result of she didn’t begin within the creator economic system as a TikToker, as many do, however as a TikTok worker (TikTokee, if you’ll). She’s gone on to work at completely different corporations (her personal included) that focus on creators, however the preliminary expertise knowledgeable loads of her strategy to the creator economic system.
Nevertheless, regardless of her historical past with the corporate, it wasn’t working at TikTok that led to her becoming a member of as a creator – that got here after. She particulars these experiences and her high classes and recommendation on this article.
Develop a technique on your content material and the platforms you publish on
An understanding of any platform you select to create content material for is essential, however Ayomi’s creator journey actually highlights why it is so essential. Constant posting was the preliminary success marker for her TikTok.
Ayomi shares, “After I began posting content material persistently—twice a day for the primary 30 to 60 days—I used to be in a position to prepare the algorithm to determine my target market. Plus, I gathered priceless information on which movies had been attracting an viewers, changing viewers into followers, and which matters had been producing probably the most engagement.” The information she gathered from TikTok’s analytics guided her content material technique and supplied a roadmap for future content material creation.
@ayomitok After spending 8 years at EY throughout 3 areas…this could possibly be an extended sequence 😂🙈 anybody else acquired some trauma tales? #corporatelife #careertok #managementconsulting #consultingtok #professionalservices #makeitmakesense #consultinghumor #EY #feedbacktrauma #feedbackcommunity
TikTok’s not the one position that gave Ayomi crucial insights into what can result in creator success. Her time at Jellysmack – a startup that assists creators in increasing to a number of platforms – confirmed her {that a} presence on a number of platforms is non-negotiable for development.
The primary motive? Counting on one platform will be dangerous. Ayomi factors out that “If the platform disappears or its algorithm adjustments in a single day, creators could possibly be left in a tough place. These days, a number of platforms for short-form content material, reminiscent of TikTok, YouTube Shorts, and Reels, supply monetization opportunities. Being multi-platform not solely offers a security internet however it could actually additionally assist attain completely different audiences, facilitating the expansion and diversification of your follower base.”
Ayomi’s taking her personal recommendation as she evolves in her creator journey. One in all her objectives is to department out to a number of platforms. As she explains, “I’ve began creating content on LinkedIn and am now a part of their Creator Program, which is thrilling. I additionally need to construct my presence on YouTube Shorts and Instagram Reels, in order that’s a major multi-platform purpose for me. I’ve labored for corporations that emphasised the significance of such a technique, so it is time I carried out it myself.”
Prioritize your psychological well being
Creative burnout is the truth of many creators, and there’s not sufficient help from platforms, manufacturers, and businesses. As Ayomi highlights, “It is intense to always create content material and share elements of your life.” She additionally mentions that pushing by means of tough patches doesn’t work for her, as her mindset closely influences her creative process. This implies if she’s not in a optimistic headspace, she will’t create.
So, how does she keep constant and sustain together with her psychological well being, you ask? With batched content. “You would possibly discover me sporting the identical outfit throughout 4 or 5 movies as a result of I’ve batch created them whereas in a inventive zone, she explains.
Nevertheless, she does not push herself if there are not any backups and he or she’s simply not feeling it. “There are occasions once I could not publish for every week, both as a result of time constraints or the necessity to really feel passionate and mentally ready to provide high quality content material for my viewers.”
For creators, Ayomi’s recommendation for burnout prevention is three-fold:
- Speak about what you like so it doesn’t really feel like a chore. That is a part of why she wouldn’t suggest sticking to a single area of interest. “It is helpful to have a number of pursuits and talk about completely different elements of your life.” Increasing her content material and sharing her real passions makes content material creation really feel much less like work and extra like sharing the thrill together with her viewers.
- Construct in breaks. “Being a creator is a job, and you must deal with it as such. Keep away from working extreme hours; take time to eat, see family and friends, and take holidays. These ideas ought to apply to content material creation, whether or not you are doing it full or part-time. Each creator wants time to recharge,” she recommends.
@ayomitok So February was powerful, the founder life is hard, not having a “actual” job is hard however I do know it’s going to be OK! #founderlife #startuplife #femalefounders #februarydepression #mentalhealthmatters #struggletohustle #justkeepgoing #toughdays
- Setting boundaries – it is completely okay to maintain elements of your life non-public. “Whereas I am fortunately married, I do not often talk about my private relationship. Apart from a TikTok I as soon as coerced my husband into (he is not into social media), I’ve saved that a part of my life non-public.” Boundaries round what to share and what to maintain non-public will be instrumental in stopping creator burnout.
In essence, prioritizing psychological well being is a non-negotiable for creators. Ayomi’s story highlights the significance of a optimistic psychological state for sustainable and constant content material creation.
Contemplate how your experience can gas your content material
Ayomi began out posting content material about her expertise from her decade-long profession as a administration guide on TikTok. “From the get-go, I knew I needed to concentrate on a distinct segment the place I felt assured: my expertise in administration consulting and dealing in a company atmosphere. So, I started posting content material in the summertime of 2022, providing recommendation on careers and interviews, insights into being a administration guide, suggestions for job purposes, and speedy promotions, amongst different issues—all primarily based on my private experiences.”
@ayomitok I’m at all times right here for wage transparency! Take observe I began my consulting profession in 2012 and left in 2020 so these figures are from then and I additionally didnt nogotiate any of my salaries which was an enormous mistake! #consulting #consultinghumor #consultingtok #eytok #big4 #big4tok #paytransparency #salarytransparency #salarytransparentstreet #consultinglifestyle #consultingpay #getthatmoney #makemoneymoves
Information from her time at TikTok influenced her strategy to content material, and he or she doubled down on a distinct segment early on, which allowed her to develop shortly. Being so particular meant that her viewers was instantly drawn to her content material, which allowed her to construct a fanbase shortly. She additionally adopted ways described as “marathon” that led to a few of her early success, together with posting two movies a day from Monday to Friday for a month.
“My preliminary technique was to assume again on my early profession days as a administration guide. I contemplated, “What recommendation would I’ve valued then? What do I want I would recognized, and the way would possibly that information have altered my choices?” I aimed my content material at myself a decade in the past, specializing in classes realized and actions I would take in a different way if given a second likelihood,” she shares.
@ayomitok #greenscreen Chasing promotions? Ive acquired you! Try to be discussing your path to promotion one yr prematurely along with your profession coach at your organization – an important factor to do is to show that youre already appearing on the subsequent degree, which is why you should know what these metrics are. #careermentor #chasingpromotions #promotime #careercoachontiktok #consultinghumor #consultingtok #consultinglife #eytok #big4tok #managercase #thenextlevel
For Ayomi, the target of her content material on the time was to information people, particularly younger individuals new of their careers, who would possibly lack accessible mentors or steering of their networks. Individuals cherished it – she landed her first brand deal with only some thousand followers and grew to 10,000 in three months of posting.
Regardless of her early success and deep information of social media, Ayomi’s always studying. “Regardless that I labored at TikTok, I do not think about myself an knowledgeable. I am always discovering new methods to maximise the platform, staying updated with new options, and attempting to extract as a lot worth as I can from the instrument,” she advises.
She additionally highlights different creators as a priceless supply of data, with one key reflection, “Daily presents a brand new alternative for development.”
Lean into alternatives for evolution as a creator
It’s pure to evolve as individuals, and creators are not any completely different. Ayomi’s new actuality as a startup founder means her content material will inevitably change. Whereas the majority of her viewers got here from her humorous profession content material, she’ll be posting extra creator-focused content material and snippets from her experiences as a founder.
@ayomitok Ethical of the story – at all times shoot your shot and assume in a different way in relation to getting the eye of potential buyers, particularly on this local weather! Some other founders have tales to share of how they’ve closed an investor? Would love to listen to from you! #thehustleisreal #startuptok #startuptips #femalefounder #founderlife #firsttimefounder #vctok #investingtips #investorstories #founderstories #shootyourshotseason #thinkdifferently #itstartsontiktok #thepoweroftiktok
The problem with evolution comes when it impacts creators’ development. Niching down will be nice however as Ayomi acknowledges, it may be tough to pivot. “Experimenting with completely different content material generally ends in decrease engagement, which could possibly be seen as content material ‘flops’,” she explains.
Nevertheless, she doesn’t see decrease engagement posts as flops – simply extra slowly reaching the best viewers. She additionally factors out that lots of her followers have been supportive and are following her journey, participating positively within the feedback.
So the numbers may be dipping, however Ayomi’s shifting her focus from metrics, particularly self-importance metrics like views. “If we develop into too fixated on [metrics], it might discourage us from venturing out of our established area of interest as a result of new content material could not at all times carry out as anticipated,” she shares.
“In the end, I benefit from the content material I am creating and can think about myself profitable if, by the tip of this yr, my viewers has diversified past simply these looking for profession recommendation and aiming to interrupt into consulting. If I’ve reached a broader spectrum of individuals with my content material, that will be a real success for me,” she provides. So, though development may be slower whereas breaking out of a distinct segment, the true worth of Ayomi’s content material is within the authenticity and significant connection together with her viewers – not views.
Create for your viewers – but in addition for your self
Ayomi began posting on TikTok to raised perceive the target market of her startup, Canopy – creators. “I needed to achieve firsthand expertise of the challenges creators encounter and perceive their day-to-day realities to serve them higher…I additionally needed to develop my community of creators. So, I believed changing into a creator myself would supply the perfect perspective on the hardships creators face and the journey from zero followers to a rising viewers,” she explains.
When interested by what she needed to share, she determined to concentrate on profession content material for individuals new to theirs, particularly in administration consulting. She fueled loads of her content material with the questions and feedback from her viewers, explaining, “When a specific remark gathers a whole lot and even hundreds of likes, I understand it as a subject of viewers curiosity and sometimes reply with a video, which proves to be a terrific content material concept hack on uninspired days.
Success for me is about constructing a neighborhood – that goes past merely accumulating views. Neighborhood constructing and establishing belief takes time – Ayomi Samaraweera, Founder & Creator
Nevertheless, she clarifies that though she’s very strategic about content material, she doesn’t let the technicalities affect an excessive amount of of what she creates and the way she does it. “Success for me is about constructing a neighborhood – that goes past merely accumulating views. Neighborhood constructing and establishing belief takes time. For example, I posted two movies not too long ago; one garnered 300,000 views, whereas the opposite had simply 500,” she says.
“However I am going to proceed making content material just like the lesser-viewed one as a result of it is geared toward a particular viewers – these on a startup journey with me. It isn’t in regards to the numbers however about accompanying these within the journey and constructing a devoted neighborhood.”
For Ayomi, her content material isn’t about catering to her viewers however about ensuring her recommendation reaches and resonates with the individuals who care in regards to the information she shares or her journey.
This strategy interprets to measuring the success of her content material which, as she places it, is all about Affect. “I outline success by the diploma to which I will assist individuals. So once I obtain a direct message or an e mail or see a remark from somebody saying that certainly one of my movies helped them move an evaluation heart or land a job with a Massive 4 firm, that is success to me.” It isn’t in regards to the views however the tangible distinction her recommendation makes in individuals’s lives.
Takeaways
Right here’s the TL;DR from Ayomi’s story and journey as a creator
- Develop a multi-platform content material technique: Ayomi emphasizes the significance of being current on a number of platforms to keep away from the danger related to reliance on a single platform. By being multi-platform, creators can attain completely different audiences and diversify their follower base.
- Prioritize psychological well being to keep away from creator burnout: Ayomi factors out the depth of regularly creating content material and shares her methods for sustaining psychological well being, together with creating batched content material, constructing in breaks, and setting boundaries concerning private life.
- Leverage your experience in your content material: Ayomi’s success on TikTok was largely as a result of her concentrate on a distinct segment the place she was assured—her expertise in administration consulting and dealing in a company atmosphere. Her technique of directing content material at her youthful self resonated together with her viewers, serving to her shortly construct a following.
- Embrace evolution as a creator: Ayomi’s journey reveals that it is pure for content material to evolve as a creator’s life adjustments. Regardless that this will likely lead to slower development or decrease engagement, the true worth of content material lies in authenticity and creating significant connections with the viewers, not simply in excessive view counts.
- Create content material that resonates along with your viewers and fulfills you: Ayomi’s technique is centered round creating content material that gives worth to her viewers whereas additionally aligning together with her passions and pursuits. For her, success is outlined by the influence her content material has on her viewers and never simply by metrics or view counts.
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