TikTok Creator Of The Year: Stop Chasing Viral Videos, Do THIS Instead! | Lisa Perese-Cullen
The Morning MarketerShow Notes
She started with zero followers, zero experience and zero digital footprint. Now she's got over 1 million followers across TikTok and Instagram and was named TikTok's NZ Creator of the Year.
She breaks down how she grew her personal brand, how it feeds her business Harper James and turns into real sales and income, how she works with international brands like L'Oréal and Maybelline, how UGC creators can do it too, and her advice for anyone starting from the bottom.
In this episode, she explains: ◼ The Accidental Creator: How she started TikTok to market her business, and why her own everyday vlogs took off first. ◼ Forget Going Viral: Why she never tells anyone to aim for a viral video, and what builds a real community instead. ◼ Content That Sells: How her personal brand feeds Harper James, and what happened when she put her own face in the ads. ◼ Working With Brands: What brands look for in a creator, and her tips for new UGC creators. ◼ Starting From The Bottom: Leaving school at 17, building a team with her mum, and how to stop being scared to hit post.
00:00 Intro 01:52 Starting TikTok With Zero Followers 05:35 Still Filming Everything On An iPhone 06:56 Running A Business, Content And Being A Mum 08:25 What Is Harper James? 10:37 Why She Never Tells People To Go Viral 11:44 Your Next Idea Is In The Comments 12:28 How Do You Handle Negative Comments? 14:29 Should You Put Your Family In Your Content? 18:11 Cross Posting And Trial Reels 19:45 Why Kiwi Humour Lands Overseas 21:04 How Much Money Can A Creator Make? 23:58 What Brands Look For In A Creator, And What To Charge 25:30 Should Brands Give Creators A Script? 27:46 Micro Influencers Or Big Names? 30:11 Building A Team, Starting With Her Mum 34:02 You Can Negotiate With Your Suppliers 35:21 From Spare Room To Warehouse 36:32 What Content Actually Works For A Business? 39:43 Can A Brand Be Too Real Online? 44:12 Putting Her Face In The Ads 45:57 What's Next: China And The Canton Fair 48:43 How Do You Stop Being Scared To Hit Post? 53:15 Does She Get Tall Poppy Syndrome? 55:34 What She'd Tell Her Younger Self 56:59 Leaving School At 17
FOLLOW LISA: Instagram - https://www.instagram.com/lisaperesecullen/ TikTok - https://www.tiktok.com/@lisaperese_ Harper James Instagram - https://www.instagram.com/harperjamesshop/ Harper James - https://harperjames.co/
THE MORNING MARKETER: ◼ Follow Roi on Instagram - https://www.instagram.com/roiinmarketing/ ◼ Subscribe on YouTube - https://www.youtube.com/@roimatawilkey ◼ Book a free call to discuss your marketing - https://www.burstdigital.co.nz/
More from The Morning Marketer
People doubted the name Pink Pony. Last year the business hit the million dollar mark, and now Kristy is landing huge clients in USA and all over the world.
Rose Kennedy almost doubled her prices overnight, and in the first year only 1 quote got turned down. Now she sells out her themed dinner events by building the hype before tickets go on sale.
Aaron Wilton-Jones built 460,000 followers posting satisfying car detailing videos, then found a lot of them weren't engaged anymore. Now he ignores views and tracks one thing: sales.
Most business content doesn't work because it's playing by rules that don't actually apply anymore. In this episode, Roimata sits down with Rit Negi, founder of The Aspiring Founder, to break down what actually makes content perform, and what's just noise.
In this episode of The Morning Marketer we sit down with Georgia Patten, founder of Bored George, one of New Zealand's fastest-growing sunglasses brands.