On May 6th, 2020 my TikTok account (tiktok.com/@shusterman1) reached 50,000 followers in less than two months. I decided to create a case study to explain how I was able to achieve this and why TikTok is a great tool for marketers and content creators.
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As I continue to learn about, explore and create TikTok content, I have been inspired by how many creators on the platform produce uplifting and compelling content to help lift people’s spirits during these challenging times. There are a lot of altruistic-inspired videos on TikTok, especially of healthcare workers and the need to support them now more than ever. Recently, I decided to create and post a video (see below) that I dedicated to my wife, who is a Physician Assistant (PA) and all of the talented and brave healthcare providers doing their best to combat Covid-19 and keep us healthy and safe. tiktok.com/@shusterman1 I have now been actively using TikTok for the past couple weeks. During this time I have had 3 skateboarding-related videos go viral with over 6M combined views and several other videos garnering over 100K views. All of these views have contributed to my account gaining 44K followers and 820K+ combined 'likes' in a little over a month. I highly encourage brands and individuals to experiment with TikTok because it's definitely here to stay and is a goldmine of engaging, organic content made by highly creative Gen Z'ers and Millennials. I am shocked by how few youth-oriented brands have accounts considering their audience, but it's only a matter of time. Props to NHS Inc. for having very fun, creative, and engaging content on their Santa Cruz, Independent Trucks, and Ricta TikTok accounts. To watch my TikTok videos, go here: tiktok.com/@shusterman1
Had fun hanging out with these two and the rest of the GoPro team yesterday last month before the quarantine took effect. I've known Davey Smidt (right) for over 15 years and Curren Caples (left) for nearly 13 years. Davey and I went to UC Santa Barbara together and now he's the Sr. Manager of Global Action Sports at GoPro. I met Curren when I began my career in skateboarding back in 2007. At the time, Curren was just a 11-year-old amateur skateboarder who Flip Skateboards had recently discovered. Now, he’s one of the top pro skaters in the world with some of the most lucrative sponsorship deals in action sports. It's an honor to have inspiring people like this in my life. Looking forward to many more years of friendship with these two badasses! Two months ago I shot photos of legendary pro skater, Geoff Rowley for his independently owned and operated skate brand, 'FREE DOME.' Geoff is a longtime friend and one of the most talented and ambitious people I have ever met. It's inspiring and refreshing to see a person with so much passion for skateboarding start their own skate brand.
First meeting with Gary Vaynerchuk at his (old) NYC office during my first day at VaynerMedia back in February 2013. Working for VaynerMedia changed my career path in a hugely positive way. I don’t think I would be where I am today if Gary and his team hadn’t taken a chance on some punk skateboarder with no agency experience all those years ago. My advice: Always follow your dreams (and be persistent!) because you never know where it will take you.
Photos of some of NASA’s best and brightest. It’s always an honor to spend time with these brilliant individuals at the Armstrong Flight Research Center. These photos are from my trip last February to capture content during the annual state of NASA. In January, NASA invited me to capture content at the Armstrong Flight Research Center. In the slideshow are some of the photos I shot of some of the brilliant minds who work for NASA. Thank you to everyone on the NASA Earth Science Team for taking the time to explain your fascinating and crucial scientific work. In this age of misleading and often times, ‘fake news,’ these are the people we can rely on to provide us with the facts. Whether it’s about the impact of climate change on our earth, technological advancements in the field of aeronautics, or new discoveries in Space, NASA is always at the forefront. Thank you, NASA. We love and appreciate you. I had the opportunity to work with Shaun McBride on a nationwide, integrated marketing campaign with Tillys in 2017. Over the past 8 years I have had the privilege of working with many high profile social media influencers, but Shaun (AKA “Shonduras”) really stands out amongst the rest. He possesses unique insight and creativity, as well as the exuberant and lovable personality that make him the quintessential influencer, but what sets him apart from the pack is his work ethic, hyper intelligence, and ability to be nimble.
Shaun is constantly adapting and changing his brand strategy to stay one step ahead of the rapidly evolving digital and social landscapes. I’m constantly impressed by Shaun’s growing list of accomplishments and excited to see how his brand continues to evolve in the coming years. I’m proud to call him a friend and wish him all the best! I had to share this hilarious photo from 2007 of Tony Hawk flying over my giant head! This time in my life was very special because it was my first job out of college and most importantly, in the skateboarding industry. Floris Gierman is the first person in my marketing career that took a chance on me. He taught me many valuable lessons during my time at Blitz Distribution, including the advice he gave me on my very first day: “Don’t let anyone in this industry make you think you’re not as skilled or as knowledgeable as them because of your age.” At the time, Floris was 24 and I was 23.
I will never forget those words because it gave me the confidence to take on any challenge head on. Floris and I worked on many large projects together, including: Major skate video premieres with Tony Hawk & Birdhouse Skateboards, national skate tours with Flip Skateboards, building brand partnership deals with Monster Energy, Red Bull, Fuel TV, Thrasher, Zumiez, etc., and many other initiatives. I’m proud to call Floris a friend and want to thank him for everything he has taught me over the years. His mentoring has given me the confidence to pursue any opportunity and overcome and challenge that has presented itself in the last 14 years. You’re one in a million, Flo. Love you buddy! |
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