- 7 weeks ago
As perceptions and usage of “traditional” social media platforms such as Instagram or Facebook change and remain unpredictable, TikTok has emerged to dominate the social media landscape and create a fresh opportunity for fashion-first creators. This workshop will be led by digital content creators and sister-duo Natesha and Nuni Yusuf, or more famously known as The Yusufs. They’ll share tips, insights, and field questions on how they built a valuable, authentic, and engaged community as global content creators, entrepreneurs, pivoted their creativity for an ever-changing landscape, and how they ultimately turned their passion into a business.
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LifestyleTranscript
03:00Thank you guys so much.
03:04Thank you Essence Fashion House for having us.
03:07We're so excited to be here.
03:08So excited.
03:09So just a brief introduction about us.
03:15We are sisters, not twins, and we're originally from Somalia.
03:22Some of you guys might know Somalia is a war-torn country, and we were born there, our family had to flee, and we became refugees.
03:35We migrated to Canada, we migrated to Canada, that's where we spent the majority of our lives, and we now live in the U.S.
03:43Yes, and I don't know if you guys got our names, and I don't know if you guys got our names, but I'm Nisteha, and this is Nunai, and we go by the Yousefs, which is our last name.
03:52Yes, and I'm not sure if you guys are, and I'm not sure if you guys are, and I'm not sure if you guys are, if any of you are familiar with our work online, but we are content creators and entrepreneurs.
04:00We own several businesses together as sisters, and we've kind of stumbled into the content-creating world because we grew up kind of just always wanting to get into business together.
04:13We grew up with a very entrepreneurial mother who's always inspired us, so when we eventually wanted to take the leap and start working for ourselves, we thought, you know, why not do it together?
04:26Absolutely.
04:27And so, Essence Fashion House has kindly provided some questions for us.
04:32You know, we're not public speakers or, you know, professional at this at all.
04:38This is actually our first time speaking in front of an audience, so we're a little nervous.
04:42Yes.
04:44So, I guess we'll just go right into the question.
04:46Yes, and we took some notes because we tend to over-speak each other, and, you know, kind of like sisters do, so please bear with us.
04:54Oh, we're not speaking up.
04:57Okay.
04:57Can you guys hear us in the back?
05:00Okay.
05:01So, the first question is, when did you both realize you wanted to take control of your career and work for yourselves?
05:07So, I mean, I think we've always grown up with the same interests.
05:12We've always both loved fashion.
05:15Earlier on, I think we both worked in retail a lot.
05:18And then, during, like, university, I was a professional model for a bit, and I think becoming a content creator kind of is like being a model, but without...
05:31With a voice.
05:32Yes.
05:32Exactly.
05:33Just kind of taking control of it and being my own boss, so...
05:36Yeah, and for me, my heart has always been in fashion.
05:40Like her, I started in retail, and then my first internship out of college was actually at Valentino USA, which had totally, like, changed my mind about, you know, working in the fashion industry.
05:53She taught me that I really wanted to be in the luxury space, and since then, I've just kind of hopped from department to department, and I worked in, like, product development, marketing, sales, et cetera.
06:04But I think when it comes to working for ourselves, we always felt like there was, like, some sort of a glass ceiling, and we felt like, you know, the biggest opportunities would come if we kind of took matters into our own hands.
06:18And kind of channeling our mother who inspired us, we kind of always knew that was an option, so we leaned into that, and over the last five years, we've just kind of, you know, started doing things on our own terms, and it's been great since.
06:31Yeah, absolutely.
06:31But enough about us.
06:33I think we should talk about TikTok.
06:34Yeah, let's do that.
06:36We could literally sit here all day and talk about ourselves, but let's get into the topic at a hand.
06:47So the next question is, who or what encouraged you to expand your brand to TikTok?
06:53I think in the beginning, it was, like, genuine curiosity.
06:57During the pandemic, you know, we all just wanted to escape our, you know, day-to-day lives at home, so it was just a quick, fun way to kind of escape the scene.
07:06And it was a lot about, like, you know, just lighthearted kind of content where people were singing and dancing.
07:11Yeah, there's a lot of scrolling and just making time go by during the pandemic.
07:16I think everybody can relate.
07:17Yeah, and I don't sing or dance, so I had to figure out, you know, how I was going to utilize the space to kind of benefit our business.
07:24Yeah, and then, yeah, and also, I think we also always have, like, a business mindset when it comes to, like, new, innovative, like, I guess, social media platforms that come about.
07:40We always see it as, like, an opportunity to kind of, like, expand our brand and, like, build a new community or even expand our community and, like, show them, I don't know, like, a new side of us.
07:52So I think that's kind of what TikTok did for us.
07:55Yeah, and it was a great opportunity to kind of branch out of the current content at that time that we were doing, which was, like, a lot more curated.
08:03It was, like, a fun way to kind of engage with our, like, community and show them behind the scenes of, you know, how we go on all of these amazing brand trips with brands and, you know, the things that go on behind the scene.
08:16So it's kind of created that outlet for us.
08:22And when did you see content grow on TikTok?
08:26So, again, it was probably around during the pandemic and over the last two years.
08:30It's been great.
08:31And it's been so inspiring to see so many people just, you know, go from, like, just living normal lives to, you know, being put in situations where their entire lives has changed.
08:42And, you know...
08:42They become, like, an overnight success story.
08:45It's been such a huge inspiration.
08:47And within our niche, which is fashion and beauty, there's a lot of content creators that, you know, that inspire us to do better and kind of just, like, help us grow our brand currently.
08:58And some of those people are here.
09:02Some of the girls in the front row have always been such an inspiration for us.
09:06And Hilo Lux over there as well, who actually we would like to, you know, invite over to the stage.
09:12Come share the discussion.
09:14Come on.
09:15Come on.
09:16I don't know if you guys know Janae, but this is Janae of Hilo Lux.
09:20Hi, Janae.
09:22You want to introduce yourself?
09:23Totally putting her on the spot here.
09:25But you guys definitely have to hear her out.
09:28She's an expert.
09:29It's not...
09:29Oh, hi.
09:30I'm Janae.
09:31I run a blog called Hilo Lux.
09:33We're luxury and style are attainable.
09:34Yes.
09:35And I'm just here to support.
09:36Yes.
09:37But I love talking strategy, so I'll add in anything I think of.
09:42Yes.
09:42Yes.
09:42So, basically, today we're going to be sharing some tips and tricks as to, you know, how we've developed our brands all across social media, specifically TikTok.
09:50And we just thought that you'd be a great addition to this conversation because...
09:55Queen.
09:57Because I'm an overthinker.
10:00So, the next question, ladies, is how do you deal with the politics of TikTok being a content creator?
10:07Oh, my God.
10:09When I think of politics, I think mainly, especially for everyone in this space, being a black content creator is probably the biggest hurdle I've found.
10:18And also, my age demographic and the people that follow me.
10:22So, being true to myself, my identity, what I'm passionate about, hopping on trends but making them my own.
10:28We also just get pushed less than our white counterparts.
10:32So, you have to kind of have a tough skin and know that you're doing it for your audience and because you love it.
10:38But I say staying authentic to yourself when you're creating.
10:41Again, utilizing trends but not becoming someone else just to pop off.
10:46Right.
10:47And I think another one that we've always discussed is, you know, just being the black creator on TikTok and how we always have to, you know, often have to work a lot harder than our, like she said, white counterparts.
10:59And that's one of the struggles of, you know, being a content creator on any platform.
11:05Yeah.
11:06And how do you base your rate to charge brands?
11:10Okay.
11:10So, I think that for us at this point in our, at this point in our career, we currently don't do that.
11:18We have an agency that handles out, shout out to Sinead in the front row, who is our manager.
11:22Over at King's Dinting Gray.
11:24Yes.
11:24But I think if you're starting out, there's, it depends, honestly, on your following count as well as, like, what the scope of work is at hand.
11:33And I think there's, like, a general industry standard.
11:37Or a bare minimum.
11:38Yeah.
11:38There's, like, a bare minimum that you should ask for should you have, you know, sufficient amount of following.
11:43And I think it starts with, like, 46% of your following, which is, like, kind of, like, the right spot, right?
11:49Yeah.
11:50Yes.
11:52And I also think a lot of people on TikTok, because it's their first platform and where they grow, they tend to undercharge.
11:59So, I think that's where community comes in.
12:00Yes.
12:01And making sure you're networking across to people that are similar following to you.
12:04If you see someone work with a brand, DM them.
12:07Hey, do they pay?
12:08How much do they, like, if you're transparent, people will be transparent with you.
12:11And I feel like that's how a lot of us, before we had management, were able to, like, start making money and not be underpaid.
12:17Absolutely.
12:17Community is so important in this space, especially as a black content creator.
12:21But also, if you're starting out, I think it's important to just focus on your niche and really just building a community.
12:29And the quality of your content as well.
12:31Yeah.
12:31And not so much the rate, because I think that eventually happens.
12:35Yeah.
12:35And also, don't be, like, afraid to take on work for free sometimes.
12:40Because if you know that the brand, yeah, if you know that the brand that you're working with doesn't necessarily have the budget, I don't think it's a bad idea to just kind of, you know, gauge the situation and see if it's a benefit for you.
12:52And even if it's not, I think a lot of the times, like, you can use that opportunity to create the type of work that you want to in that specific niche, if the brand fits within your niche.
13:02And I think, like, for example, if brand X, you know, approached you about doing this work and doesn't have the budget and you really wanted to work with brand Y,
13:09why not take that opportunity to create the kind of content that you think brand Y would appreciate, and then bringing it over to them and be like, I created this work for this brand, and I would love to do it for you.
13:22And when is a good time to post on TikTok?
13:26Anytime you want.
13:27So, we were just actually discussing this yesterday, and honestly, anytime you want, because a lot of the times by experimenting with, like, different times, you can gauge the analytics at the end and see what time, like, your audience is most online or what they're engaging with most.
13:46And I think what she, Janae told us early, yes, we were talking about this yesterday, and we were saying, like, it's, the most important thing is to post when you are free, so that way you can engage with your audience.
13:59And a lot of the times, I feel like that's when the most genuine content comes about, is when you're just engaging with your audience and in your comments and seeing what people are saying.
14:08Yeah.
14:10Yeah?
14:13And what should you post?
14:16What should you post on TikTok?
14:19Like, what type of content?
14:22So, I think, first of all, it needs to be sustainable, and you need to be, if you're doing this for, as a career, you need to choose something that you love talking about, because, you know, it's really important that you're able to sustain that content.
14:35Something that just is natural for you to create.
14:37Yeah.
14:38And for TikTok, I think it's more of a platform that appreciates, like, entertaining and educational and inspirational content.
14:46So, as long as your niche or your topic, like, what your niche is, is, like, touching within those three topics, I think you're good.
14:55Yeah.
14:56And I would just add making sure you're passionate about it.
14:58So, you find your, you know, whatever your niche is, but then how do you show up every day and still be excited?
15:02So, for me, I have to do different things on TikTok than I do everywhere else, or it would be boring to me to, like, just come on and repurpose the same things.
15:09And I wouldn't want to engage, because I've already talked about that thing over on Instagram and over on YouTube Shorts and all that.
15:14Yeah.
15:14So, I try to make it a very, very unique content that still keeps me excited to get on the app and chit-chat.
15:20Yeah.
15:21And how do you grow your audience on TikTok?
15:25Million-dollar question.
15:26I think just, you know, working on authentic, like, engaging content, focusing on quality, and, you know, just, I guess, posting consistently as well.
15:43And I would say always thinking about serving your audience.
15:45Anytime I get too caught up on numbers on any platform, try to get in my comments or do polls to see what people want to see from me and go back to, like, I'm just here to help people.
15:54So, let me get back to that.
15:55And immediately after I do that, I start to grow again.
15:58Like, if I'm stagnant, I always go back to, okay, what can I do to be helpful?
16:02What are people asking me about?
16:03What haven't I done in a while?
16:04And when I do that type of content, I always kind of just get back on track.
16:08When you get caught in the numbers, then you just, you aren't being as authentic, right?
16:12You're just trying to figure out how you can go viral or what's popular right now, and you're moving the wrong way.
16:17So, I would say just being authentic to what you love to do and love to share what your audience wants to see.
16:22And being consistent.
16:23Consistency always works over the best idea.
16:26If you're most consistent, you usually will win.
16:28Yes.
16:29And I think just engaging with your audience, especially, like, in the comments, they'll sometimes even suggest, you know, content.
16:35Suggest you make, yeah.
16:37The content that they want to see.
16:38And I think that's really important to listen to.
16:41Yeah.
16:41Yeah.
16:44And can you ladies share some tips and tricks for TikTok before we go?
16:51We can try.
16:53Okay.
16:53Okay.
16:54Do you have any questions?
16:56I have a mic.
16:57Sorry.
16:59We just put you on the spot.
17:01I guess consistency.
17:03For sure.
17:04Sticking to your niche.
17:06Creating content that comes natural to you.
17:09Yeah.
17:09And definitely doing the research in order to give back to your community what they want from you, you know?
17:17Yes.
17:17And I think with TikTok being directly competing with Google now, SEO is really important.
17:24So, I think utilizing SEO and just kind of using keywords that are directly related to your content will help the discoverability of your content.
17:37So, making sure that it's in the title, making sure that it's in the caption, and making sure that you even say it will help the algorithm pick that up and kind of deliver it to the type of viewership that you're looking for.
17:49And I also think it's great to plan the content, but also being in the moment.
17:52Absolutely.
17:53Being spontaneous, that helps on the app.
17:55If you see something, like, usually when it's a trending sound, it gives me an idea.
17:59I'm like, let me just do it right now.
18:00Let me just film it right now.
18:01And those are usually my best videos.
18:03Because I'm having more fun.
18:05You can tell it's more fun.
18:06People just engage with it more.
18:08So, sometimes you try to save a sound.
18:10Like, oh, I'm going to do that video.
18:11Let me just save the video and have that idea.
18:13And then you never get back to it.
18:14Or when you do, it's just not, you know, you're not as excited about it.
18:16So, if you can do things in the moment, still plan your content.
18:19But then when you have a free moment and you might be scrolling, utilize that.
18:23Absolutely.
18:25That's it for the questions.
18:26Do we have some time for extra questions from the audience?
18:33Monica.
18:35Can you stand at the stage?
18:38Come up.
18:39Come up.
18:41Sit or stand?
18:47Sit.
18:48Hi, guys.
18:49Hi, Monica.
18:51Okay.
18:51So, TikTok is still very new to me, even though I've been doing this for a long time.
18:56Oh, my name is Monica, by the way.
18:58I am a fashion and lifestyle blogger.
19:00Great one.
19:01Thank you, honey.
19:02So, fill me in.
19:05How do I create content for TikTok?
19:11And it's not a duplication of what I'm doing on Instagram or YouTube shorts.
19:15That's still authentically me.
19:17Like, what would be your suggestions?
19:19Considering you've all given me great suggestions in the past, what would you think I need to do
19:24to become more discoverable on TikTok?
19:28You're similar to me.
19:30So, my thing on TikTok is many YouTube videos.
19:34And I feel like, because you have a very teachable element to you.
19:38You love sharing, but you also have a lot of product knowledge and you do a lot of research.
19:42And people want the answers to things.
19:44You know, people want to know the best bags with the most value, shoes that are really uncomfortable.
19:49Like, there's a lot of people that do, right?
19:50That's, like, searchable stuff.
19:51If I'm looking to go buy something, instead of Googling, I might go to TikTok and see,
19:55okay, who has these new shoes or what are people saying about these new shoes?
19:58You could be that person to kind of share that information.
20:00And just like your YouTube videos, I try to take those ideas.
20:03Maybe I don't have time for it or I don't think it's enough info to put in a YouTube video.
20:07I'll make it a TikTok.
20:08And I think for you specifically, the utilization of the SEO and keywords are going to be so beneficial for you
20:14because, like she said, your content is very educational and you bring so much value to your audience
20:19in terms of, like, you know, how much you know about the products that you're buying.
20:23And I think, like, that content is going to be discoverable for a very long time.
20:28So, don't be discouraged if you don't see a lot of viewership in the beginning
20:32because it's kind of like a long-haul game, right?
20:34Yeah.
20:35Thanks, guys.
20:36You're doing amazing, sweetie.
20:38I want to do a question.
20:42Any other questions?
20:43We have one more.
20:43Hi.
20:45You want to come up or do you want to just get the mic?
20:52I love how this turned into a talk show.
20:54Yeah.
20:57So, I spent a good deal of time watching all of these lovely young ladies with amazing content.
21:05And just sidebar, I bought them Steve Madden, Ryan Stone, please.
21:07Because of you.
21:08Oh, yes.
21:10But are you ever too old to be a content creator?
21:14Absolutely not.
21:15Never.
21:16No, there's no such thing.
21:18Because if you think about it, your age group is all, like, for example, like, you, if you're interested in what we have to say,
21:26I'm sure there will be people in your age group that are going to be interested in what you have to say.
21:30It's only a matter of time until your tribe finds you.
21:33Yeah.
21:34So, that's the answer.
21:35And that's on period.
21:36And that's on period.
21:38One more question.
21:39Okay.
21:39One more question.
21:40Come on up.
21:41Hi.
21:42Welcome.
21:43Welcome.
21:43Welcome.
21:44Welcome.
21:45You look beautiful.
21:49Hello, beautiful ladies.
21:50And thank you so much for having me sitting on this beautiful seat with all of these beautiful ladies and gentle, you know?
21:56Yes.
21:57Gentleman.
21:57So, my name is Jamie, and I am a digital marketing specialist, also studying UX, UI design.
22:06And it was something that you said with SEO, and even with you being a blogger, I just wanted to, it's more or less a question, just really diving deeper into the SEO when you have a different avenue, like when you're talking about whatever topic that you're talking about in your blogs,
22:25there's always a thing that as a reader, as an audience, who is looking for something specific when you're sharing your story, it may be something that you bring up that may not necessarily be 100% about that topic, but hyperlinking that and using that hyperlink to go to your TikTok.
22:43So, then they can go into, oh, this is another realm that she's introducing to her audience.
22:49So, now it's really directing another light to, you know, another aspect of who you are and what it is that you're presenting to your audience.
22:57So, I'm so glad that you brought up SEO because I love SEMrush, and I'm always looking up keywords and seeing what the highest or what the most popular keyword is.
23:08And the apps usually give you the answer.
23:10Absolutely.
23:11You go into the search, like if you're searching something, YouTube, TikTok, it's all the same.
23:15If you start typing in fall boots, it'll populate what people are searching.
23:19Fall boots to wear to a wedding, fall boots to whatever.
23:21Absolutely.
23:21Make that kind of content.
23:22That's the answer right there.
23:24Yes.
23:25Great point.
23:26Thank you so much for adding that.
23:29So, I think that's it for us.
23:33Thank you so much, Janae, for joining us.
23:35And thank you for all of the inspiration that you provide us and everyone else that knows who you are here.
23:40And thank you, Essence Fashion House, for having us.
23:44I guess stay tuned for more.
23:47Thank you guys.
23:48Thank you guys.
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