After running this TikTok content ideas newsletter for 2 months, I’ve decided to shut it down. I’m going to spend some time here explaining why, then talk about the next steps.
Assumptions…
Before I started working on the newsletter, I wrote down several assumptions that would determine whether I keep at it:
1/ It would be easy to grow subscribers because people would eagerly share its contents.
2/ My primary audience would be social media managers at major consumer brands (eg L’Oreal).
3/ I’d be able to monetize the newsletter using ads.
4/ I’d make enough money off it to cover my expenses (I live in the UK).
Unfortunately none of these assumptions turned out to be true.
…vs reality
While I managed to convince 50 people to subscribe (thank you all!), the far majority came from a couple of posts on Reddit and Hacker News. I don’t see a way to replicate the success with these posts - both platforms are notorious for their aversion to excessive content marketing.
I haven’t had people spreading the word about this newsletter, either. So I knew I’d be in for a slog marketing-wise.
The other thing I came to realise was that most of my audience consists of people starting off on TikTok. It’s not worth it for brands to invest time in growing their accounts organically - they’re better off doing ads or influencer partnerships.
The only way I could generate revenue with this type of audience is by selling courses. But I can’t do that with a clear conscience because I haven’t had success on the platform.
To recap
Was I naive with the assumptions? Definitely! It was my first time running a newsletter, after all. And I only saw the success stories online. It always looks easy doesn’t it :)
What’s next?
I’m thinking of building a website where you can use GPT-4 without having to pay for the subscription. If you’re interested, just reply to this email.
Good morning, and in case I don’t see ya, good afternoon, good evening, and good night!
