Making TikTok Work For Your Boutique Business

Okay, guys, we are pulling back the curtain today big time at the Boutique Hub, and I'm going to take you behind the scenes in our company and show you how this gets done. I get asked so many times, how do I hire an intern? How do I find a social media intern that can come in and make TikToks and reels and be the stand in face of our company? And how do I make that successful? And not only that, but how do I make my TikToks and and my reels even more successful? Well, today I'm so pumped because Charlie Johnston, who has been an intern with us here and is now hired on full time in a social media position at the Boutique Hub, is going to walk us through that entire experience, what it was like from her end and what it was like from our end to go through the internship process, what made the hiring and the onboarding and the training successful for both of us, and what made her feel really comfortable and want to stay on and grow in this position, but then also how she's maximized her experience with TikToks and with reels here at the Boutique Hub, and what she sees happening from the boutique owners inside the Boutique Hub that are successful that she engages with on a daily basis. So there is so much to cover. This is such a great, detailed episode that I know so many of you can relate to. So before I get started, last thing, make sure you are following the Boutique Hub, the Boutique Hub on TikTok and on Instagram so you can meet Charlie and her beautiful curly hair and her creative ideas every single day on social media. And you're going to get to meet her right now. Meet my friend, Charlie Johnston. We are going to break it all down for you right now. Let's talk about your business strategy and the juicy details of what actually works, from mainstream fashion to fashion on Main street and the entire ecosystem behind it. How do we scale your company and do it with the balance and the happiness that we all seek? Let's hear from those inside experts and strategists that actually make it happen. I'm your host, Ashley Alderson from the Boutique Hub, and I can't wait to chat. All right, guys, welcome back to the podcast. I am pumped because it is one of our very own members of the Hub team who is joining me today. Charlie, you are such a rock star on our team. And I have to just call this out from the start because video is not cooperating with us today. So if you're listening to the audio version of this great. That's perfect. If you love watching on YouTube and seeing video. Bummer for today. But Charlie, tell us how good you look right now because I know you look good right now.

You guys, I did my makeup, I did my hair, I did a whole hair refresh. Like it was a whole moment this morning getting ready. I have on my favorite shirt too. Yeah, I was, I was really excited. I wish you guys could see me. I. I can see Ashley. She looks great. And that's. That's good.

Well, the technology gods are just really frowning upon us today. But this is a good reason, Charlie, to send everybody to TikTok to get to see you so that they know who is that curly haired girl on TikTok and on the Hubs reels? Cause she's killing it. Her name's Charlie and this is her. Welcome to the show.

Yes, thank you.

Oh, you're welcome. So Charlie, let's start here. We're going to talk a lot about TikTok today. I think that's how most of our members have known you and seen you and now you've been doing trainings on TikTok in the hub. So we're going to direct everyone back to those trainings. They're free in the boutique hubs library if you want access to them. But I want to start with this part of the story because one of the biggest questions I always get asked is how does the hub find such great employees? And your story is amazing. You've been with us for just about a year and this started as an internship which has now turned into a position. Tell me like your side of the fence. Tell me about finding the opening at the hub and taking a risk to come and join this team.

Yeah. So it was, I guess as soon as I started going to school, I'm going for digital marketing. I was like going crazy because I knew I needed to work to like, you know, afford living in Los Angeles and come to school and everything. So I just applied to like a ton of internships and like random freelance positions, like anything that I can do in terms of social media because that's what I knew how to do. And then the summer came. After my first year, technically my junior year, my first year here at this college, the summer came and I was like, I need to, I need to get something. Like, let's get a real internship. Because I had never had like a. It was always like kind of freelance vibes. I needed like a real internship. So I actually found it through the hubs or. No, through my school's job. What do you call it? Like a job board?

It was a job board. Yeah. And so. So everyone knows. Tell them what school you're at in la.

So I'm at fit. I'm fidm, the Fashion Institute of Design and Merchandising. I'm going for my bachelor's. I'm about to graduate. I have like nine more weeks. I've been texting Ashley nine more weeks. My. I'm getting my bachelor's in digital marketing. But anyways, I found the job through the job board. And I just remember seeing like the Boutique Hub. It was a cute name. Like, it stood out to me. I looked it up and I like went on your website and I just remember seeing pink and I remember seeing your picture. I was like, she is so cute. Like, you're kidding me. I need to apply. And I just remember like going deep through like the about page and the employees and like, I was just like, wow. Like I, I have never seen like something like this, you know, a pink website, women based. And it was just, it was like empowering just looking at the website. So I just remember being so nervous in my interview. It was Beth and Shannon and I, I obviously did okay. I got the job. I mean, I would say, yeah, yeah, I did okay. But yeah, I think it started out as an internship. I was just kind of doing, I guess, what Shannon couldn't. So I was doing like Pinterest and just kind of taking over things that I don't know how. You like internship work, I guess you could say. And I just remember at the end of the summer, I had a meeting with you and Shannon, I think, and I was like, I'm gonna be honest. I won a full time position. Like, I wanted to be here at the Hub. I love, love, love it. And I feel like I really was able to like find my passion in creative marketing and content creating and just growing with a team. It's just been like the perfect job. Like, seriously, I love everything. I'm not just saying that because you're my boss. Like, I love it.

Oh, that means couple things to unpack. Number one, if you're like us, if you're looking for an intern, I mean, we highlighted FIDM and a couple other schools that had, we knew like marketing programs or fashion programs. And so we just plaster things to their job board all the time. So I mean, that's. Everyone has opportunity to do that and there's always room for digital work in marketing. Like, it doesn't have to be somebody who's face to face with you. I mean, this relationship, we've now had the opportunity to meet in person a few times, but it didn't start that way. And I mean, you've just really come in and blossomed and just done such an amazing job. And I'm not just saying that because you're on the podcast, Charlie, but I really believe that you have. So I'm curious. I know that there's boutique owners listening and brand owners listening. Who Both. They're thinking two things. Number one, they're thinking, I have a daughter. I know someday she's going to have an internship. How can I make an internship successful? Or how can she make an internship successful? Number one. But number two, Charlie, you don't know this, but I have gotten messages from people like, hey, that Charlie, she's pretty, pretty awesome. How could I hire someone just like her to do my social media or my TikTok and be the face of my company? So number two, Charlie's not looking for a new position, so don't try to steal her. But how? I just want to hear from your side of, of the fence how to make an internship successful. And if someone is looking for someone like you, what should they post that they're looking for that would make someone like you attracted to that opportunity?

So I'll start with the second question. I feel like I can kind of go in order how to find an intern. I was actually thinking about this yesterday of just like, I know so many of my friends and like, not even just in this digital marketing program, just people my age, I guess, who would love to create TikToks and get paid to do that for an internship or just, you know, get clothes in return if it's for a boutique. Like, I just feel like this today's day and age, we're all on TikTok. We're all creating TikToks. So I think it's the perfect job for like a college age student. Or if you have a daughter, one of her friends, you know this. How do I say it? Like, these aged girls. What is it? Millennials? Gen Z. I don't know the correct term. Please don't have a tweener.

I don't know, like, in between the two.

Yes. College age girls. I know so many girls who would love, love, love to do that. And even if you're on a budget and you just want to, like, do it in return for clothing, I would love to do that. That's great. And that's. I don't know, I would say first start with colleges just because I know those girls are willing to do that kind of stuff. And then number two was how to make an internship successful. Right? Yeah, I would say definitely. I had a few different internships before the Hub, and I struggled at every single one because none of it was like that teamwork aspect. And I was kind of like, I felt like I was drowning. Like, they kind of put everything on me and I was like, wait, I'm the intern? And it was kind of just like, it was super, super stressful. So I guess, you know, helping them and understanding that they are an intern and if they're in school, understanding that they have schoolwork. And I feel like when I came on here at the Hub, everyone was super. You know, when I first started, I only had to do. I only engaged with other Instagram accounts. And then a month later, I was doing this, and then another few weeks later, they. I introduced this. It was very like, it didn't overwhelm me at all. So I would say that was like the biggest, biggest, biggest thing. I didn't feel overwhelmed and I felt understood. And if I needed to ask for help, I could ask for help.

Yeah, that's a good point. And really, if I'm being honest, we've had a history of fire hosing people like, oh, hi, thank God you're here. Okay, do all the things. And I think most small businesses feel that way. Like, oh, my gosh, I have an intern. I'm going to give them all these, you know, these crap things and take it off my plate and get it done. But we have to remember that interns are here to learn. Like, you're here to grow and you have expectations, too. So that really is a delicate balance. And I give Shannon on our team, who those of you who follow us on Instagram. Shannon runs Instagram, does a tremendous job. She coaches other boutique owners how to do a tremendous job on social media as well. She really, like, worked one on one with you and just like, one step at a time, trained you to help you be successful, which is good for all of us. It's good for you, it's good for her. It's good for me because it's a slower process. So that's a good note to call out for. Sure.

Yeah, I remember too, during my interview, it was so new to me. I think it was one of them, Beth or Shannon, they asked me, what do you want to learn from this internship? And I had never gone asked that in, like an internship interview. It was always like, how much work can you Take on, like, how much you have, like, and I really appreciated how you guys just approached it of, like, okay, where does she want to learn? And even me. And you were messaging the other day, and you said, where do you want to, you know, what do you enjoy about your job? Where do you want to expand? And I really, really appreciate that. And I think that's something to know. I think for any employee, you know, just taking into consideration where they want to grow.

Yeah. You know, we talk a lot, Charlie, and Retail Bootcamp, about any business when they're hiring. The most important thing is that you have the right people on the bus, and then you can arrange the seats at any time. And I feel like our team, like, we have a freaking amazing team. I'm not scared to just, like, brag about it, you know, because our team, they're all awesome. We've got the right people on the bus, But I feel like our team is always a moving puzzle piece. Like, you're going to be shifting here, and Bridie, our other intern, is going to be shifting in over here, and. But I think it just starts with getting the right people there. So I appreciate you calling that out. It's really good.

Yes.

All right, well, let's talk about your daily tasks at the Hub as it relates to boutiques and probably one of the biggest. I mean, I'd say opportunities, but also it's a pain point for a lot of boutiques today, and that is TikTok. It's intimidating if you did not grow up with it, if you were, like, if you had a MySpace account, if you're of that generation, like, you just feel old and overwhelmed. And that's me, too. So I'm. I'm right here with you guys. So let's just start with why do you think TikTok is so important for business owners today? Why do you think everyone should be a part of what's happening on TikTok?

So I will. I have a few points. Like, I'm very passionate about TikTok. I think everyone needs to be on TikTok. I will start by saying there is so much potential for viral marketing, and that's kind of what makes it unique, too. Like, unlike any other platform. Let's take Instagram, for example, those big influencers that we all know, they've been on there for years, since the platform started. Whereas TikTok, you can start an account today and next week, have an account, have a video, go viral, and. And your business has changed overnight. Like, there is just an incredible amount of Potential. And with that you can reach an entirely new audience. Like I know here for the hub, we've had a few videos go like mini viral and we've gained like 400 followers in a day. That's 400 new people who we wouldn't have been able to reach otherwise without this platform. So those two points in itself is like there's just so much potential. Another point is you can show off your brand's personality. I always say this. If you go on a brand's LinkedIn or Facebook page, you're going to get a totally different vibe than if you're on their TikTok page. Because on their TikTok page they can show off their humor, they can show off their personality and actually give the customers a reason to want to shop with them. They can resonate with their customers, they can leave an impact on them without that hard selling. And another point is it's just a huge player in the game right now. It surpassed, I'm going to get analytical on you guys. It actually surpassed Google as the world's most popular web domain. And Facebook has admitted that they are a huge competitor. And we all know Facebook's kind of like the granddaddy of social media. No one competes with Facebook. So that right there is just kind of like, you know, we need to hop on. And you know, you look at all these other platforms, Instagram, Snapchat, YouTube, Pinterest, they've all introduced some sort of short form content that resembles TikTok. So if you're gonna, you know, try to stay relevant on these other platforms, you might as well do it on the native platform. So those are just a few points. I'm like, everyone needs to be on it. I need to sell everyone.

Yeah, I think it, I think that's true. And really it's not, it's not just a certain age.

A try on how to style an office tour. Share your story, you know, get personal with your audience, a behind the scenes of a photo shoot. Share your business hacks. There are, look at other boutique owners, what they're doing. You are going to get a wealth of inspiration. Like the possibilities are endless on TikTok. And it's kind of scary like kind of diving into that. But I guess that's where, you know, following other accounts and getting inspiration from them, that's where that comes in.

Yeah, that's so good. And I agree. Thank you for the shameless plug by the way. But we'll link it up in the show notes. The small business marketing bundle does have a Bunch of ideas. But I would say probably something you do. I know, I do this too, is I scroll through, find other videos I like. But then it's about saving the sounds. Yeah. And just having a bank of sounds to come back to. How do you go about that? What is the best way to go? Find trending sounds or things that you think might work for you?

So, yeah, that's. That's literally my favorite way. I do it every single day, whether it's a weekend, middle of the night, early morning, and I do it. It's very intentional too, because it's super easy to, like, get lost in the TikTok scroll. I know we've all been there, but I will log into TikTok with the intention of finding inspiration for work, and I will only do it on the hubs account. You know, I'll stay very, I guess, professional. I'm doing, like, the quotation marks with my hands. You know, you have to go in with the intention of not getting lost on, like, the cooking page or the. The cute puppy page. Go in it with intention.

Yeah.

Save the account or save the sounds. Even if you don't, like, have an idea that you're connecting with that sound, just save it. And then when it is a content creating day, when I am ready and I have, you know, the tripod set up, I'll literally sit there sometimes for like, 10 minutes listening to a sound over and over and just like, how can I apply this to the hub? Or how can I apply this to my boutique? Like, you know, it takes that brainstorming time, but it ultimately comes down to, like, taking the time to be intentional with scrolling and getting that inspiration and actually saving the sounds.

Yeah. Okay, Walk me through a content creation day. Because we're big on batch creation, we do everything, we schedule everything, we talk about everything on our Monday meetings. What does that day look like for you when you're like, okay, I'm gonna film today.

So as a girl, I obviously, I get ready. I do my makeup working from home. I don't do my makeup every day. So if I'm doing my makeup, it's a content or meeting day for sure. I'll get ready. I usually have, like, a random list somewhere on my iPad or some, like, random sticky note. I'll have a list of, like, ideas that I'll have, like, on the weekend or in the middle of the night, like, oh, my God, I need to do this sound with this trend and sell this or whatever. So I'll get that list out. I will literally Pull out my phone and go through that saved sounds list. And sometimes it's 30 minutes, sometimes it's 10 minutes. And I will just sit there and like brainstorm ways of how I can apply the sound to my niche, you know, and if you're a boutique owner, how can you apply the sound to your audience and soft sell a T shirt or soft sell why they should buy with you? For us, it's how can I soft sell membership? How can I soft sell our plan or small business marketing bundle, whatever it is. And then I set up the tripod and I record and I try to do a mix of 50, 50 of like recording with me in those like funny, relatable soft selling videos. And then after about an hour, two or however long it takes, I'll literally sit down and then it's like, okay, it's editing time and I'll edit like 6, 7, 8, 9, 10 tip videos and those, the ones that you always see. And it's just, it's a lot of time on my phone for sure. But I'm working and you have to be very intentional. It is, you know, working with TikTok, it gets so easy. It's literally the most addicting platform. But you know, just being very intentional with your time. And I'm here to work, I'm here to get inspiration and yeah, that's, that's a content day.

This is so good. So it's not just for TikTok though. I mean, you, you and Shannon and Sarah and everyone who's been a part of the marketing team, like you've been very intentional about reusing and repurposing content. So we're always working smarter and not harder. What is your strategy and your cadence for that? For not just posting it on TikTok but also using it other places?

Yeah. So definitely I will just comment on that. It takes a while to edit a TikTok, you know, especially those tip ones that I do. Or, you know, even if you're just standing in front of the camera, it's uncomfortable to stand in front of there if you're doing your makeup and standing in front of the camera and recording that, taking the time to edit it, to add a caption, utilize the time, make the most of your time, publish it on every single other social media platform that you have because they're all favoring short form video content right now. So I will just put that out there. Make the most out of your time. A way that you can do that. There are a ton of apps that me and Shannon Use that, actually. So we post it to TikTok and then as you know, it saves it with like the watermark and. And other platforms have a fit about that. You know, you don't wanna. You don't wanna TikTok watermark on an Instagram reel. So there's a few apps, I don't remember the exact names. It's like savetik, cc. If you literally just look it up. How to save a TikTok without a watermark, there's like three different apps that you can use and they all work great. You can use the same thing for reels. So if you're recording it on reels, you post it to Instagram and you wanna save it and like post it on TikTok. There's an app just for that too. I forget the names, but I can maybe send it to Ashley to send in the show notes because it's super, super helpful. Just like pull that content without the watermark. Have it for all platforms. But yeah, that's that. I mean, you can even screen record it before you post it, just to get it without the watermark. That's a big thing, pulling it without the watermark and getting the most out of your time. Maximize that reach. Not everyone who follows you on TikTok follows you on Instagram. And I know, I know we've said it here in, like, our meetings. You have to assume no one's seeing your content just because you posted that shirt or that reel yesterday. You know, assume no one saw it because the way the algorithms are working, it's crazy. You know, you gotta post it again. Post it on the other platform, get it out there as much as you can.

Yeah, that's so true. So do you. Well, first, number one, those apps, if you could look them up, we'll put them in the show notes, we'll put all the app links and everything in the show notes. But is that what you normally do? Do you save it as a draft on TikTok and then you publish it, download it, use the app to remove the watermark and then take it to reels. Is that what you normally like or is it the other way around?

Reels.

Download it, put it on TikTok.

I usually just. I'm just in the habit of screen recording. I did. Me and Shannon didn't find these apps until, I want to say, like a month ago. So before that it was all like, if you don't screen record it, you're screwed. And we were like, it was a screen recording thing and then we would send it to each other. So I'm just used to screen recording every single piece of content before I post it, no matter what platform it's on. But yeah, like we'll share some UGC from like our members and stuff and we'll definitely utilize those apps. But there are times like if I make something I forget to screen record that app comes in handy. Because like before that we would be like, oh, we're never going to post it again. Like that's that. So I will put those in the show notes for sure. Yeah.

So one thing you just said that I just want to make sure everybody understands is we'll share some ugc. Explain today what does UGC mean and how do you think boutiques could do the same thing?

Yeah, so UGC is user generated content and it is basically, it's a great way to boost engagement. You know, if your audience members are seeing that you are posting other customers and their stuff, like they're gonna want to post you too and tag you in their stuff. So basically a way that boutiques can do this is like encourage customers to share your branded hashtag or you know, every time they come in the store, be like, you look cute, you know, if you, or if you know someone who does TikToks. Like if you have a customer who does a lot of TikToks, encourage them to make a TikTok with your thing or with your products and repost it. You know, use these apps, utilize them and ultimately increase your engagement. And that really just gets your audience excited. Like, I know if I shopped at a boutique and I saw them, you know, posting reels with my friends, I would, reposting my friends reels, I would want to post a reel with their clothes and tag them and get posted on their page. And it just, it's fun overall. It's fun for everyone.

Yeah. And I mean, tell me your thoughts on this on, on maybe influencer status versus just collaborating with customers. But I would say the majority of people who are on TikTok, they want that kind of collaboration. They want to see themselves on somebody else's account. I think about the stuff Hadley will watch sometimes. Like I'll give her my TikTok to scroll once in a while and she will watch these things where women are like dishing out some like rocks or some candy or some freaking weird God knows what and putting it in a surprise bag and mailing it and they're like, oh, Samantha, you know, I'm dishing up your order and Samantha's at home. Just, like, drooling. She's so excited. She got her name called and she got.