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FORM Founder Sami Clarke's 5 Tips for Standing Out on TikTok

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With more than a billion active users worldwide, TikTok is far more than just a popular app for viral dance routines and comedic clips. The video-sharing platform is also utilized as a strategic marketing tool for businesses to boost success (and nearly five million are using the app for just that). 

Companies often utilize TikTok to increase brand awareness on a rapid scale, build and engage with online communities (i.e. potential customers), promote products or services, develop partnerships, and assess competitors within their respective markets. It’s also a chance to get creative with video clips and establish more connectivity between brands and consumers. 

But with millions of users saturating the TikTok world, how do brands or businesses stand out among the rest? While there may not be a concrete formula for viral success, Sami Clarke—influencer and founder of the digital wellness platform FORM—seems to have it all figured out. 

Together with her business partner and co-founder Sami Bernstein Spalter, the 29-year-old fitness instructor has built a cult following for her motivational workout videos, lifestyle inspo, and self-love approach. Millions of users tune in to her TikTok account for all things wellness, as well as community and connection. This July, the company also launched its new activewear line, the promo for which garnered over 30,000 plays on TikTok.

"All of our teasers have just gone out on socials and the amount of engagement and interaction and excitement behind what we’re doing just shows that we’re not going to need to market outside of just talking to our people," says Bernstein Spalter on the latest episode of WorkParty.

Clarke’s presence on social media has undoubtedly played a role in the success of the brand. Here, she shares five key tips for those looking to stand out on TikTok.

1. Always focus on the content that you want to create. There are so many different people doing workouts, of course, and every space is saturated, but what makes it different is YOU. 

2. Don’t jump on all the trends, but follow the ones that actually do feel exciting and enticing for you. 

3. Think about what content you like to consume. I was very resistant about doing ‘get ready with me’ videos because everyone was doing them, but [those were the kinds of videos I enjoyed] watching. The moment I started doing them within the realm of wellness and talking to camera, my videos were blowing up. 

4. Think about what content your community is craving. You’ll know what people want from you because it’ll get the most attraction.

5. Always stay true to yourself—I know that’s so cliche to say, but it really is so true. 

Tune into WorkParty with Jaclyn Johnson for more on how Sami Clarke and Sami Bernstein Spalter propelled FORM to success in just two years—plus tips on navigating friendship and business partnership.

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