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4 Ways To Outsmart Tiktok With the Sisters Behind Vitamin C Agency

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Here are some stats you don't want to scroll past: 49% of TikTok users credit the app with helping them make purchasing decisions, and 1 billion people are already on the app, ready to consume content. So if you still haven't considered a TikTok strategy yet, you're missing out on reaching customers with serious purchasing power.

Sisters Audrey and Leigha Anthony picked up on this back in 2018 when they founded Vitamin C, an influencer marketing agency specializing in TikTok. The ‘C’ stands for consciousness, and the sisters' mission is to infuse that word into the industry, changing social media and influencer marketing for the better. 

Four years later, they’ve built a seven-figure business and worked with some of the top influencers and brands to build impactful social media strategies, including Butcher Box, Thrive Market, Amika, and Vuori—all names you’ve probably seen on your TikTok feed. In other words: They know a thing or two about leveraging TikTok to build a presence authentically.

Ahead, Audrey Anthony suggests four strategies you should apply to your brand's presence on TikTok (especially if you're ready to grow)!

1. Volume and consistency are more important than "perfect" content

This goes for content creators and small businesses. Audrey says that if you really want to grow on the platform, you can't be precious about your content. "[TikTok] is so different from a platform like Instagram, which is like a highlight reel," she says. "With TikTok we're seeing off the cuff, last minute and chaotic [content]. These videos should only take a few minutes to film, edit and post. The faster you can get it out, the faster you're likely to grow."

The sisters also agree that the best way to learn about your audience (and keep up with their interests) is to test and engage over and over again. "It's a volume game of trying out a ton of different things and finding out what you like," Audrey continues. "Then figure out what's attracting the type of community members you want to attract.”

2. Work with creators who speak directly to their audience

Audiences won't buy from people they don't trust. Vitamin C keeps this in mind when they match influencers with brands in the growth stage. "If there's true discourse and dialogue, we know that their audience is engaged—and they can be a great partner," Audrey confirmed.

3. Your goal is your north star

According to Audrey, influencer pricing is an art, not a science. There's no correct answer or formula—it all comes down to staying connected to your goals. "Understand what you're trying to get out of the video. Is it big views? Is it acquisition? Do you want a cool ad? Understand what you’re asking the creator for, and then set those parameters,” she says.

4. Start creating long-form content now

As for trends, Audrey believes content longer than three minutes will be key to any TikTok strategy in 2023. As more people join the platform, communities grow larger and stronger. People are already spending more time on TikTok than on other platforms, so it's only natural for creators to give more time to their followers. We're also likely to see influencers that are more "ordinary," according to Audrey. "Instagram is aspirational, but TikTok is relatable."

Listen to this week's episode of WorkParty for more ways to develop a TikTok-first strategy for your brand!

LISTEN TO THE FULL EPISODE

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