How to Go Viral on TikTok and Build a Successful Business
Executive Summary
Shopify on Location episode recorded in New York City in which the host talks with Marcus Milone (name as spelled in the captions), founder of the jewelry and fashion brand Mint New York, who built it from TikTok videos that he says drew roughly 12 million likes. Marcus says bringing customers along on the journey helps them buy into the product, describes being upfront with overseas manufacturers about minimum order quantities and offering to grow into the partnership, explains how customer comments led to an adjustable strap, and says Google search traffic has overtaken TikTok as a traffic source. He also says advertising works and he does not expect to be the only driver of traffic as the brand grows. Sponsor named: Shopify, which hosts the series. PARTIAL COVERAGE: this note draws on the opening, manufacturing, feedback and traffic sections and the closing, and may miss parts of the roughly 26 minute video. Business figures are Marcus's own claims and not independently checked. Nothing here is medical, legal or financial advice.
Key Takeaways
Leaving a paycheck
He opens by saying leaving a steady paycheck to rely on business income is extremely nerve-wracking.
Content as the business
He says his fashion and jewelry videos, which he says drew about 12 million likes, show how each piece is made.
Bring customers along
He says bringing the customer along on the journey helps them buy into the product even more.
Honest with factories
He says he told factories their minimum order quantities were too high today but offered to grow into the partnership together.
Feedback shapes products
He says comments asking for an adjustable strap led him to redesign a bag, and that being blind to constructive criticism is dangerous.
Beyond TikTok
He says Google search traffic overtook TikTok, which he reads as a sign of strong word of mouth.
Organic and ads
He says he is glad the brand grew organically but advertising works and he cannot be the sole traffic driver forever.
The Conversation Breakdown
Leaving a paycheck
⏱ Untimed topicHe opens by saying leaving a steady paycheck to rely on business income is extremely nerve-wracking.
Content as the business
⏱ Untimed topicHe says his fashion and jewelry videos, which he says drew about 12 million likes, show how each piece is made.
Bring customers along
⏱ Untimed topicHe says bringing the customer along on the journey helps them buy into the product even more.
Honest with factories
⏱ Untimed topicHe says he told factories their minimum order quantities were too high today but offered to grow into the partnership together.
Feedback shapes products
⏱ Untimed topicHe says comments asking for an adjustable strap led him to redesign a bag, and that being blind to constructive criticism is dangerous.
Beyond TikTok
⏱ Untimed topicHe says Google search traffic overtook TikTok, which he reads as a sign of strong word of mouth.
Organic and ads
⏱ Untimed topicHe says he is glad the brand grew organically but advertising works and he cannot be the sole traffic driver forever.
Core Frameworks & Ideas
Bring customers along - Marcus's content approach
Show how the product is made so customers feel part of it.
Be upfront with suppliers - Marcus's sourcing tactic
State your limits honestly and offer to grow the relationship.
Use constructive criticism - Marcus's feedback rule
Let comments improve the product instead of defending it.
Actionable Next Steps
- ✓Show the making of one product in a short video.
- ✓When approaching a supplier, state your current volume honestly and your growth plan.
- ✓Review customer comments for repeated requests you could build into the next version.
- ✓Treat the business claims as Marcus's own and check them before relying on them.
Notable Quotes
“bringing your customer along on the journey helps them kind of buy into the product at the end of the day even more”
“let's grow into this partnership together”
“there's a reason that advertising works”
The One Thing to Remember
Marcus Milone says showing customers how products are made, listening to feedback and being honest with manufacturers built his brand beyond TikTok.