Ep 190: 100 Million TikTok Views Slapping the Marshmallow with TheMarshmallow.co's Joel Twyman
DTC Podcast · with Joel Twyman · April 4, 2022 · 41 min
Summary
This episode reveals how TheMarshmallow.co achieved explosive 2000% sales growth by mastering organic TikTok. Joel Twyman shares his blueprint for creating viral content, driving 100M+ views, and converting platform engagement into significant direct-to-consumer sales. A must-listen for CPG brands looking to leverage short-form video for authentic brand building and rapid scaling.
Key takeaways
Experiment with raw, authentic short-form video content; TheMarshmallow.co found success by showcasing their product's unique, playful attributes like 'slapping the marshmallow'.
Actively engage with and reframe negative comments or "trolls" into brand-building and engagement opportunities.
Prioritize TikTok Live for real-time engagement and sales, focusing on formats that drive high viewership (e.g., Q&A, behind-the-scenes, product demonstrations).
CPG brands should focus on "showing how the sausage is made" by creating content that highlights production processes and product uniqueness to foster connection and virality.
Analyze TikTok trends and tailor content formats to align with platform algorithms, driving organic reach without immediate reliance on paid acquisition.
Focus on content that clearly demonstrates the product experience, turning curious viewers into customers through compelling, organic storytelling rather than overt sales pitches.
Subscribe to DTC Newsletter - https://dtcnews.link/signup Hello and welcome to the DTC Podcast, I’m Eric Dyck. Today we’re getting all soft and gooey with Joel Twyman, co-founder of TheMarshmallow.co
Having experienced moderate growth in Australia throughout 2020 and 2021, Joel started dabbling with TikTok organic posts in late 2021. It took him three videos to go viral for the first time and have to date gathered over 100million video views on their content, and grown over 2000% in sales.
https://themarshmallow.co
CPG brands take note, this is your clarion call to start making content, showing how the sausage is made
Listen to this podcast to hear the whole sticky story including: The exact TikTok formats driving millions of views and thousands of sales How to get over 100K viewers on your lives How to turn trolls into gold Why every CPG brand should experiment with slapping the marshmallow Subscribe to DTC Newsletter - https://dtcnews.link/signup
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Experiment with raw, authentic short-form video content; TheMarshmallow.co found success by showcasing their product's unique, playful attributes like 'slapping the marshmallow'.
What does this episode say about organic & seo?
Actively engage with and reframe negative comments or "trolls" into brand-building and engagement opportunities.
What does this episode say about brand & content?
Prioritize TikTok Live for real-time engagement and sales, focusing on formats that drive high viewership (e.g., Q&A, behind-the-scenes, product demonstrations).
What does this episode say about ai & automation?
CPG brands should focus on "showing how the sausage is made" by creating content that highlights production processes and product uniqueness to foster connection and virality.
What does this episode say about dtc strategy?
Analyze TikTok trends and tailor content formats to align with platform algorithms, driving organic reach without immediate reliance on paid acquisition.
