Creating Viral Marketing with TikTok & Our Theories on Instagram Reels with JB and Brittany Jacquot
Episode 461: Show Notes
Today, we are talking to JB and Brittany Jacquot, who own their own media company out of San Francisco where they do video and photography for brands, influencers, and high-end weddings. Like so many people our age, they jumped on TikTok at the beginning of quarantine. This has translated into over 100,000 followers and a booked wedding in less than 24 hours! So, you best believe they got some hot tips for us. They break down every single thing they have learned about the platform — how to make the perfect viral video, how to get people to sign up for a freebie or opt-in, and how to get people to follow you or other channels. They also share actual numbers and stats so you can have a better understanding of the kinds of expectations you should set for yourself when you are growing your own or your business’s TikTok following, and you are trying to monetize it.
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They talk really candidly about how they broke down and thought about who they want to target, what they wanted to share, and how they wanted to get people to move over to different channels so they could actually use it to make money, rather than gaining followers for the sake of having followers. We know you will get a lot of ideas on how to utilize this for TikTok, Instagram Reels, and even video content in general. It's a really great one, and we can’t wait to see what you all come up with on TikTok after this!
Before we get started, you’ve been invited to a podcast party. Find us on your favorite podcast platform, leave a five-star review, head over to Instagram, and tag us. You will then be entered into a draw, where you stand the chance to win one of two prizes — A free copy of Trello for Business, or a whole month of The Creative Template Shop for free!
The Fledgling Phase: How Brittany and JB Got Their TikTok Start
Although TikTok has seen a massive uptick in use, this is our first show where we have people talking about how to use it for business. With so many platforms, it can feel like a drag having to learn yet another one. But rather than resisting the waves of change, you have to embrace it and see how you can make it to work for you, which is exactly what Brittany and JB have done. Going in with an attitude of curiosity, they have managed to make their content fun and interesting. We hear about how JB and Brittany got started on the platform at the beginning of quarantine. There was some reluctance at first on Brittany's part, but they decided to go all in and make it count, so they began posting a video daily. Naturally, like most 30-somethings, they were embarrassed about being on the platform, so they kept their account secret for two months before sharing it with their other followers. They also talk about their first viral video, which garnered over 25,000 views, where they shared their incredible love story interspersed with photographs. Once they got a taste of going viral, they were hooked and decided to keep going. They followed up this success with a video about posing mistakes which has received more than 2 million views!
Find Your TikTok Tribe: Brittany and JB’s Strategy for Finding an Audience
TikTok can feel especially confusing for service-based businesses because it’s hard to know who to target. Do you go after your normal audience or do you switch it up and appeal to those who do what you do and try to create an educational offshoot of your business? For Brittany and JB, TikTok was a clean slate where they could experiment and organically attract a following. Their first 14 videos were simply to get a feel of what people wanted, and from there, they hunkered down to produce content that would continue to grow their presence. With no weddings this year, they have used TikTok to try out other marketing techniques, like email newsletters, growing their YouTube following, and even starting a second TikTok account! They share how they have used the platform’s incredible analytics to help them branch out, and speak to women and brides differently.
Be Ready to Go Viral: Tips on How to Monetize Your TikTok
One of the more confusing aspects of TikTok is monetizing your account. Unlike Instagram, followers do not correlate with monetization. You can quite easily have a viral TikTok video, without any kind of financial gain. This is why, as JB points out, it’s important to be “ready to go viral.” So, rather than posting random cat videos, which are probably extremely cute, create content that is relevant to your product offering. TikTok is a consumption platform and once people are on it, it’s hard to get them away. It's not impossible though, and Brittany and JB share the ways they have been able to make money from the platform, including booking a high-end wedding within 24 hours of going viral. Their intentional approach to their TikTok content sees them primarily sharing posing tips because that’s what people want, and then occasionally sharing their insights as wedding photographers. By not bombarding their audience with hard sells, they are building the know, like, and trust factor, while still staying top of mind for those looking for someone to shoot their wedding. JB and Brittany want to be relatable to their audience and try not to over stylize their videos while still remaining consistent. They share their formula, how they approach creating videos, and how you could apply it to your TikTok account. We also hear how they use their TikTok to get people over onto their other accounts, where it’s much easier to convert into sales.
Using TikTok Strategies on Instagram Reels — Be Prepared to Make the Move
We know there is a lot of controversy around TikTok, and while it’s sad to think about, the platform may not be around forever. To prepare for this, Brittany and JB plan to use their same strategy on Instagram Reels, if TikTok is no longer around. There are some notable differences between the platforms, like the distinct algorithms, and the varying audience expectations. While TikTok audiences are accustomed to spontaneous, unpolished videos, Instagram fans tend to prefer content on the more polished side. Along with this, Instagram does not have the same hashtag thematic virality that TikTok does. You could make a video on TikTok that might only trend a month later when a hashtag picks up, which is a world away from Instagram content, which just gets buried in your feed. Brittany and JB remain optimistic that what has worked for them on TikTok will translate into Instagram Reels success.
The Secret Sauce: Brittany and JB’s Viral Video Formula
With several viral videos under their belt, Brittany and JB have mastered a viral video formula that they share with us. It’s important to start with a catchy title, that piques people’s curiosity and gets them to relate right away. Brittany and JB also use their videos as an opportunity to establish their credibility, which is why they include that they are photographers. They also discuss the importance of not having any fluff and cutting straight to the chase. For them, 25-second videos have performed best, so they have had to make many tweaks to get them there, including learning to speak faster and having titles on for just the right length of time. The algorithm favors re-watches, so make content people want to watch over and over again. As with Instagram, shares are also crucial, so produce the most share-worthy things you can. We also talk about the TikTok Creator Fund and what the future of monetization might look like on the platform.
Starting with a Bang — Top Tips on Getting Your TikTok Up and Running
Starting a TikTok account can feel overwhelming, especially because you do not want to embarrass yourself. Brittany and JB provide some actionable steps we can all take to make our entrance onto the platform the best it can be. First off, it's important to familiarize yourself with short-form video content and how to create and edit it. A great way to get going, if you are feeling stuck on what to make, is by taking your FAQs and turning the answers into small videos. This way, you can not only address common concerns, but you can produce several videos off the bat quickly and effectively. Don't worry if you feel like your technical skills aren’t up to scratch — on TikTok these things don’t matter that much. Simply take your iPhone, find some good lighting, and talk into the camera. Try to shut down your insecurities simply by focusing on one viewer and adding value to them. JB and Brittany highlight the importance of your first five videos because this shows the algorithm who you are. If you see other suggested videos on your page that have similar content, you know you’re on the right path. You should not put a lot of pressure on yourself to make totally new content. There are viral videos that work, so use those formulas and add in your own unique voice.
Quote This
You really don’t want to sell, you just want to add as much value as possible, and then people identify you as an authority in that field.
Highlights
The Fledgling Phase: How Brittany and JB Got Their TikTok Start. [0:07:27.0]
Find Your TikTok Tribe: Brittany and JB’s Strategy for Finding an Audience. [0:10:55.0]
Be Ready to Go Viral: Tips on How Monetize Your TikTok. [0:14:46.0]
Using TikTok Strategies on Instagram Reels — Be Prepared to Make the Move. [0:31:27.0]
The Secret Sauce: Brittany and JB’s Viral Video Formula. [0:35:28.1]
Starting with a Bang — Top Tips on Getting Your TikTok Up and Running. [0:41:31.1]
ON TODAY’S SHOW
JB & Brittany Jacquot
JBJ Pictures
Jean-Baptiste, JB, Jacquot is the Founder and lead photographer of JBJ Pictures. Growing up in Paris, France, he watched his mother design wedding dresses for designers such as Christian LaCroix. Looking back, this is where his path towards wedding photography began. On he and his wife’s honeymoon, they drove down highway 101, and since then they've made sunny California their home. Above all things in his role as a photographer, he loves the relationships they build with their clients the most. Sharing such special moments with couples is an honor and will always be something he cherishes wholeheartedly. He is blessed to lead a talented team of photography and cinematography professionals to capture life's greatest moments.
Wife and biggest fan of Jean-Baptiste, Brittany Jacquot has been around since the very beginning! Born and raised in Kentucky and having managed weddings and events at a high-end hotel in San Francisco, she has a gift for genuine southern hospitality. She loves people, like the rest of our team at JBJ Pictures, and will do anything to make sure their clients are happy. Alongside Jean-Baptiste, she has spent years mastering the fine art of photo and video and expertly delivers galleries with a light, airy, and authentic feel, and holds the position of lead photographer and videographer.
KEY TOPICS
TikTok, Viral Videos, Content Creation, Short-form Videos, Monetizing Videos, Adding Value, Thought Leadership, Expertise, Growing Following, Instagram Reels
