The best way to make content that attracts millions of likes is to experiment constantly. That’s the approach Timm Chiusano takes as VP of content at Spectrum Reach, where he helps more than 2,000 companies achieve their marketing goals every year.
On top of his day job, Timm runs a popular TikTok page, with content that’s garnered more than 50 million likes. With his videos, he’s changing how people view the world, by making their day-to-day lives easier.
Ahead, Timm outlines his social media strategy with advice for anyone looking to build an audience online.
How to define your content strategy
After years of posting online, Timm gained more than one million followers by sticking to four content development pillars.
1. Experiment within your areas of interest
If you want to find out what type of content will grow an audience, start by experimenting. Instead of sticking to one specific topic, cover your passions with the hopes of sharing as much knowledge as you can.
Timm looked at TikTok as a way to express his creative ideas and play around. “I was driven to be in a position where I could experiment and just have fun creating,” he says. He recommends going in with zero expectations, creating the content only because you love it.
2. Respond to feedback
After posting a TikTok video, Timm leaves it up to his audience to decide whether or not it’s a format worth pursuing. His analytic process is surprisingly simple: “I’ll wait to hear if [the content is] helpful, and if it is, I keep track of it in the back of my head for when I plan what’s next,” Timm says.
Timm started by covering any topic, including shoes, power bars, sushi restaurants, and more. Now, he sticks to two main categories: things you can put in your mouth and things you can’t.
Take into consideration your engagement, and keep track of the most common pieces of feedback, both on- and offline. Most days Timm hears, “You make being an adult feel less scary,” which inspires him to make more videos about managing adulthood.
3. Express yourself
“Just being myself and human instead of trying to be something I’m not is the biggest differentiator in my content strategy,” Timm says. If you can share an unedited, raw version of yourself, people will gravitate toward your advice and content.
Timm shares his thoughts and emotions for the viewer to see, and he credits this as one of the main reasons people stick around. “Everyone should be leaning into who they are,” Timm says.
4. Always add value
At the end of the day, Timm knows that to keep people coming back for more videos, he has to provide valuable information. “You should always create your content because you’re sitting on a wealth of information that you think would be helpful to share,” Timm says.
Timm has spent decades in the corporate world. He’s also a father, a son, and a husband, giving him plenty of experience to pull from. “By always having purpose as a pillar, I can ensure I’m always delivering value,” he says.
Timm’s key content pillars helped him develop a dedicated audience that benefits from his content. It may feel overwhelming deciding what to share online, but get started with some experiments and react to the feedback you collect.
Catch the full Shopify Masters episode to learn more about Timm’s journey growing a TikTok following. Plus, discover his best marketing strategies for small businesses and creators.