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Nic Kaufmann is Teaching 18 Million TikTok Followers to Look Beyond Appearances


This story was initially printed in The Creators — a publication concerning the folks powering the creator economic system. Get it sent to your inbox.

Nic Kaufmann (18.2M, TikTok) began performing on-line when he moved from Singapore to Germany to review laptop science. 

“Since I didn’t have much to do, not knowing a lot of people being in a new country, I just started making videos,” Kaufmann, 21,  mentioned. “And that led to my first two videos blowing up. And from then on, I decided I would post daily and I have since then.”

Kaufmann mentioned his area of interest as an influencer facilities round his persona, and he posts movies of his travels, outfits, and hair styling. He’s drawn to trend and likewise feels passionately about tackling gender stereotypes. Kaufmann, who’s half Indian and half German, additionally tries to advertise multiculturalism on his platform.

“I’m very interested in trying to break gender norms on social media and toxic masculinity,” he mentioned. “That’s something that I definitely have a lot of impact on.” 

Kaufmann’s followers hail from all around the globe together with the U.S., the U.Ok., Europe and Latin America. He additionally mentioned he has a number of Indian followers due to his background. Initially, Kaufmann’s follower base was 97% feminine, nevertheless it has since diversified.

Kaufmann’s income streams

Kaufmann, who is predicated in Munich, makes most of his cash by way of selling completely different manufacturers on his platform, working with trend firms like Prada and Louis Vuitton that pay him to advertise their clothes. He additionally generates earnings by way of TikTok’s creator fund, which he described as a small, however constant income stream. TikTok customers will pay creators once they livestream on the platform, however Kaufmann  urges his followers to not. 

“I tell my following not to donate because I feel like it’s fine for me to take money from large brands, but I don’t want my followers, some of who are very young and impressionable, just to be giving me 10 bucks when they only have 20,” he mentioned. 

Kaufmann mentioned he additionally has cash invested in cryptocurrency and NFTs and a inventory portfolio. He additionally hopes to get entangled in actual property investing this yr. 

Constructing his personal manufacturers

Along with selling different manufacturers, Kaufmann is engaged on launching two of his personal. He needs to start out a hair care line with merchandise primarily focused in the direction of males since a number of the content material he makes revolve round his hair performs effectively. 

“One of my most successful formats on social media has been hair tutorials on TikTok, most of which get upwards of 30 million views,” he mentioned.  “I definitely think that I have expertise on the topic of hair stylings. So I would definitely like to combine that with my own brand.”

He’s additionally engaged on beginning an e-commerce trend firm centered on reasonably priced however ethically sourced clothes. 

For a lot of creators, working with firms is a major supply of earnings. Generally, followers will get pissed off when creators they comply with promote manufacturers in a means that appears contrived or inauthentic. However Kaufmann mentioned creators typically wouldn’t have a number of autonomy on the subject of working with manufacturers 

“I think a lot of people don’t know how restricted the creator is sometimes,” he mentioned. “So sometimes you get a really good brand deal from a really good company or partner to work with, but they force you to do it in a very specific way.”=

Look stress

When Kaufmann began on TikTok, he mentioned a number of his content material was centered round selling his look, which is what attracted a lot of his followers. However he’s been engaged on increasing his content material to grow to be extra significant by posting movies which can be extra personality-based. 

“There’s definitely a very high pressure,” he mentioned. “Although the pressure was much higher when my content was purely revolved around the fact that my followers or friends think I look good.”

Recommendation for creators

Kaufmann suggested aspiring creators to hone in on a selected high quality or area of interest that may entice followers: “​​At the beginning, you’re a nobody just like everyone else in the sense that you don’t have any public image, you don’t have any public persona,” he mentioned. “So you first need to build that up.”


This interview was initially printed in The Creators, a newsletter about the people powering the creator economy. Get it in your inbox before it’s online. 

 

Nic Kaufmann is Teaching His 18 Million TikTok Followers to Look Beyond Appearances



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