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Pretty Little Marketer

COACHING - WEBINAR LIBRARY – PROPOSAL TEMPLATE

How to build a loyal and engaged community on TikTok like Sisters and Seekers πŸ‘€

Hello lovely email gang! How’s it going?

I’m in your inboxes this morning sharing our first ever Industry Insider interview! Each month, I’ll be picking the brain of a fabulous marketer and writing it up for you lovely lot to enjoy, digest and learn from.

First up, I had the joy of chatting with Anna from Sisters and Seekers - a brand I’ve loved as a customer for years, and admired as a marketer for a hot minute too.

They rock social media, but the place they really stand out in my eyes is TikTok. The personality, the creativity, the community, the fun. Simply awesome. And today, we have the joy of stealing their secrets.

Enjoy!

πŸ’­ TLDR:

β†’ Focus on entertainment: provide entertainment value through your personality, team, and content.

β†’ Be different on each platform: adapt your content and approach to each platform to keep your audience engaged.

β†’ Experiment and be reactive: don't be afraid to try new things and be flexible to adapt to trends and changes on the platform.

β†’ Bring the outside in: feature employees, customers, and other external voices to create a rounded brand experience.

πŸ’­ β€œHey Anna! Thank you so much for your time this morning. Tell me a little bit about your time at Sisters and seekers so far. When did it start and what do you do?”

β€œI joined the company in March 2023, which was a really good time to join because we’d just moved to a new HQ. I joined as a social media manager, and they didn't really have that role in the company before I joined - so it was a really unique opportunity for me to really shape how it was going to look for the future and also grow a team from the ground up. 

At present, I oversee our whole social plan and strategy, I control all of the socials such as TikTok and Instagram, and also look at our influencer side of things as well - whether that be our paid work with content creators, UGC or collaboration content. I’m also involved in our marketing campaigns and events, working with my team to think of ideas for pop ups and different activations.”

πŸ‘‹ β€œIt sounds like you have a lot of freedom in your role?”

β€œThat's what's so important about being here. I felt like I needed to be in a company that really gives me the freedom to experiment. That's the period of time that we're in now at Sisters and Seekers on social media, we're experimenting. It's all very trial and error. And I think that’s exciting really! You get to see how your customers are responding, and learn from them in real time.”

πŸ“ β€œWere you nervous to join the company with a blank slate to create? Or did you love the challenge?”

β€œI didn't feel daunted in any way, I just got straight into it. I knew I needed to turn things around - not that we were in a position where it wasn't going well. But I felt like we needed to build better foundations - we had customers and followers, but I feel like it was very surface level. There was no depth. 

I really want to build that community. The brand is quite unique in terms of how much attention it gets and how many loyal customers we have. Whether that be on like Instagram or email subscribers, I wanted to hit different audiences and touch points as efficiently as we could. 

It started by identifying how we treat our social media audiences differently. If you follow us on Instagram, you might want that inspiration, tailored outfit breakdowns and β€œas seen on” aspiration. But if you follow us on TikTok, you want to be entertained. You want personality, and to see the people inside the brand.

Recognising that people use different apps for different things is key.

What I’ve learned about connecting on TikTok is that you need a team behind you as well, that are also willing to be on camera, share their personality and really come out of their shell as well. And that's taken quite a bit of time to get all departments on board with it.”

🫠 β€œHow do you begin that awkward conversation of β€˜hey guys, do you want to be in my TikTok?’”

β€œYou want to make your colleagues feel comfortable and show them it’s a team effort. Recognise that not everyone's a camera star, and offer flexibility – they can hang out, participate briefly, or sit out this time.

I have been very lucky - everyone's pretty confident, to be honest and we're all quite close knit group. I feel like if you’ve got that internal connection and a strong team, it really helps. We do a lot of team building, we cross over a lot and there's a lot of collaboration. I think if you’ve got that nailed, then you will want to help each other anyway. 


Another thing is it depends what videos you're filming. If it’s fun, people want to get involved!

It's nice to bring people in as well because I think if I wasn't in the company and having an outsider's perspective, I think it's really interesting to see what goes on but also, you know, see, the person behind who's writing the website copy, who's designing the clothes and giving the audience a rounded view of what goes on is really interesting.”

🌍 β€œYou are a facilitator, a community builder! What are your tips for building a community on TikTok?”

β€œThink like a customer: we think of our customers as our friends - we think about what they’d like to see, how our witty comment replies might build relationship, what we can do to be on the same page as them. We've noticed that with quite a lot of our customers they come back time and time again. We have solid fans that comment on every single video, which is so lovely.

Entertainment value: having that mindset that you're there to provide something for someone. We're experimenting with this a lot at the moment. I think a lot of brands can slip into a copy and paste approach - taking video content from other platforms and materials, that are polished and perfected but that doesn’t necessarily work on TikTok. You have to be different on each platform, if there's too much crossover - your audience feel like they're not consuming anything new. They could get the same information from a static posts.

Experiment: I'm in a lucky position where I don't have too many loopholes to go through to get a new post live. I work really close with my directors who are really on board with any creative idea and give me freedom to experiment. The more experimental you can be, the more you can find out how you can stand out from the crowd. You don’t want to do what everyone else is doing because it β€œworks”, you want to find your groove and what makes your brand different on TikTok.”

πŸ’Œ β€œFinally, what is your favourite Sisters and Seekers memory?”

β€œI have a lot! I would say I've really enjoyed, although it was an absolutely hectic time, the November and December period. Particularly December because we did our Seeker Santa series, where we got influencers in and collaborated on content together.

Not just any influencers, people that we really value as a company - individuals who love the brand too, and have even been customers way long before we've worked with them on a partner basis. 

Again, it comes down to the community and experimenting. The series allowed us to ask our audience who they would want to see join us for the series - and what was so nice about it is a lot of the comments were asking for influencers and creators we’d already got lined up anyway. It was great to see that alignment. 

We've never done it before. So I think that was probably most rewarding, and it was pretty fun as well. 

I hand delivered parcels as Santa to customers too, which was also quite the experience. It was a really nice way to end the year, for us but for our customers too. It was nice to meet customers in person as well. Meeting them, or entertaining them on TikTok through their favourite creators - I loved making memories with them.”

Thank you so much for reading this month’s addition of Industry Insider and thank you so much to Anna for her time, letting me steal the marketing magic for her brain!

If there’s a brand or person you’d like to see quizzed in next month’s addition - pop me a note back, and I’ll see what I can do.

I’ll be back in your inboxes on Thursday for your usual round up! See ya then.

Love always,

Sophie x

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Pretty Little Marketer, London, UK

Pretty Little Marketer

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