The TikTok Content Playbook: How to Build, Engage & Sell on TikTok

Kate successfully built a brand from scratch using TikTok, leveraging organic virality, strategic content, and a customer-first approach. This episode dives into her journey, from launching a unique product (a diaper-shaped heating pad) to overcoming Kickstarter hurdles, and ultimately using TikTok and Instagram to build a thriving ecommerce brand. Kate shares her content strategy, the difference between TikTok and Instagram, and how she balances quality vs. quantity in content creation.

⏳ Key Timestamps

• 00:00 – Introduction: Kate’s success story with TikTok

• 00:44 – The unique product idea & inspiration

• 01:32 – How a viral TikTok post changed everything

• 00:02:21 – The power of email collection before product launch

• 03:51 – Kickstarter rejection & pivot to Shopify

• 05:25 – Biggest challenge and the rush to solve problems

• 06:03 – Content strategy: What works on TikTok

• 11:05 – TikTok vs. Instagram: What drives sales?

• 13:22 – Building an audience & transitioning viral moments into sales

• 18:15 – Best advice for new content creators

🎯 Key Takeaways

1. Viral Content Can Spark a Business – A single TikTok post with 1.2M views led Kate to go all-in on launching her product.

2. Start Collecting Emails Early – Capturing audience interest before launch ensures long-term success.

3. Kickstarter Rejections Aren’t the End – When Kickstarter banned her campaign, Kate quickly pivoted to Shopify using a pre-order system.

4. Content Hooks Matter – Simple text-over-B-roll videos mentioning key terms like “endometriosis” consistently go viral.

5. Instagram vs. TikTok for Sales – TikTok drives awareness, but Instagram’s automation tools drive more direct conversions.

6. Quality > Quantity for Content Creation – Prioritizing high-impact content over daily posts leads to better audience engagement.

7. Founder-Led Content Builds Trust – Sharing real struggles and lessons fosters authenticity and audience loyalty.

8. Audience Engagement is Key – Direct messages and emails often lead to deeper customer relationships than social media comments.

💬 Most Impactful Quotes

1. “Every single time that I’ve gone viral, it’s been hook text over B-roll—something that speaks to my audience.”

2. “I started collecting emails before I had a product. If you do nothing, you’re going to have nothing.”

3. “Creating a life that people actually want to see will take your content so much further than just chasing views.”

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