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Gary Vaynerchuk: How to make the most of a huge TikTok opportunity




  • TikTok’s popularity has exploded throughout the Covid-19 pandemic, creating profitable new opportunities for content creators and influencers alike.
  • “There’s an enormous amount of people watching right now,” says serial entrepreneur Gary Vaynerchuk.
  • As many continue staying home, the early Uber, Twitter and Snapchat investor advises that creators triple down on communicating through platforms like TikTok and warns of reopening: “You can’t win in the business world if you don’t have your health.”

As people find new ways to connect throughout the coronavirus pandemic, ByteDance-owned TikTok — a platform that allows users to create short, 60-second videos — went from being an app on the rise to a stay-at-home staple. In fact, its popularity has exploded — in the month of March alone, 28.8 million unique U.S. users flocked to the app, averaging 858 minutes of viewing each, according to Comscore Inc. data.

Comedy, dancing, lip-syncing and other forms of talent have become the sweet spot for most content creators that have built up significant fan-bases on the platform. For consumers, it’s no surprise that the lighthearted nature of that content has given TikTok its moment. And for creators, it’s built a massive opportunity — one such user is making $10,000 per month from being on TikTok just four hours a day. 

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“There’s an enormous amount of people watching right now,” says serial entrepreneur Gary Vaynerchuk. “I took advantage of the moment in time that TikTok is in right now, which is a little more positive, pro, happy, lighthearted, and I thought the momentum would build.”

And it did. While TikTok has proved to be a profitable side-hustle for many users who have leveraged their following and landed sponsorship deals, it’s also become a tool for doing good throughout the pandemic. Earlier this week Vaynerchuk, who has just over 4 million followers on the platform, orchestrated a live 12-hour TikTok telethon where he raised $2.3 million for the “All-In Challenge” benefiting Meals on Wheels. A roster of celebrity guests joined him throughout the 12-hour live-stream, including Howie Mandel, Paris Hilton, and the D’Amelio sisters, who have become perhaps the most influential young celebrities on the platform since its inception in 2016.