$11 Million in 1.5 Years From One Simple Product (and a Genius Strategy)

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Top Highlights

• It’s not something I’ve heard anyone else talking about. Brocato hired “UGC creators” to make TikTok videos about his product and post them on their own “branded accounts.”

• Brocato discovered that when you post a video responding to a comment in this way, it is also shown to many of same the people who watched the original video.

• Even though I’m actively trying to spend more on outsourcing tasks that will grow my business, my inner penny-pincher immediately gravitates toward thinking about how I could create these videos myself so I can test out the “respond to comments” feature.

• Brocato sells a unique edible product called “Tabs,” that he describes as “sex chocolate.”

• The product is packaged in a minimalist brown box that contains three small squares of chocolate. Each piece can be broken in two and shared with a partner.

• 2. The Marketing Strategy

• to make TikTok videos about his product and post them on their own “branded accounts.”

• UGC creators are typically “micro-influencers” with small to moderate social media followings.

• UGC content is effective because it’s usually not glaringly obvious that you’re watching a commercial.

• In the interview, Brocato said he was willing to “hire anyone with a phone” to make videos about his product.

• The UGC creators would create a new TikTok account that contained the brand’s name and post their videos there — eliminating the need for the business to manage all that content.

• When viewers left questions about the product, the UGC creators would make follow-up videos and post them using TikTok’s “respond to comments” feature.

• This is basically free retargeting and social proof rolled into one.

• After all, no one likes to feel like they’re “missing out.”

• It got about 30 million views and led to $40,000 in sales.