A pair of TikTok influencers offered $100,000 price of masks in 2 days
- TikTok developers Greg Auerbach and Nate Twer made their living this year posting sponsored videos for brands like Chipotle, Orbit Gum and DoorDash on their @GregTube account.
- Like other influencers who have amassed large audiences, Auerbach and Twer go beyond branding deals and sell a mask that you can wear on your wrist when it’s not on your face.
- They turned to TikTok to promote their Slapmask. In the 48 hours after they posted a promotional video on the app, they made over $ 100,000 in revenue.
- “It’s a lot better when we are in on it, and it was great to see that TikTok can really work for the conversion,” said Auerbach.
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Greg Auerbach and Nate Twer went all-in at TikTok this year.
The Philadelphia-based video producers and childhood friends, both in their early 30s, run a TikTok account called GregTube. They generally post light content – Philly cheesesteak reviews and comedy skits of themselves – when they aren’t making sponsored videos for companies like Chipotle, Orbit Gum, and DoorDash.
The couple, who have more than doubled their followers since January and now have 1.3 million fans, made a living this year creating sponsored posts for brands. Like other developers who have built large audiences on social media, they are now going beyond branded stores and selling directly to the consumer. They sell a mask that you can pat on your wrist when you are not wearing it on your face.
“We are entertainers. That’s how we see each other,” said Auerbach. “But when I had this idea for the mask on my wrist, I looked around for everyone I saw on the street and just thought they could use it. So it wasn’t so much about finding a press product . “
Megan McGarrah / Auerbach
To make the mask and create promotional photos and video content, Auerbach and Twer moved to Los Angeles to work with another friend, Nicholas Sih, who runs a supply chain startup called Ninja Supply Corporation. The entire process from idea to product launch took around four and a half months, said Sih.
“From my company’s perspective, we’re a little bit confident about how well our customers can sell the product,” said Sih. “I’m looking at who the next best companies will be, or what types of companies will be selling a lot of units. Influencers and creators are quickly rising to the top of this list.”
TikTok is proving to be an effective tool for ecommerce sellers
To promote the Slapmask, Auerbach and Twer released a TikTok video on December 9th that directed followers to a custom link to the Slapmask’s e-commerce page (provided by Shopify) in Auerbach’s TikTok bio. Within 48 hours, the TikTok post helped drive over $ 100,000 in revenue with no paid advertising on the app. This can be seen from a screenshot of the team’s sales dashboard, as reviewed by Business Insider.
“The majority of the views came in the first few days and most of the sales came from this video,” said Auerbach. “Even when there was a momentary slump in sales, we found it there [was] a slight pause in the views and then the views would rise again and it would go on. “
Your success using TikTok to drive ecommerce sales is not an anomaly.
Etsy artists, clothing resellers, and “slime” makers have used the short-form video app to promote off-platform sales this year. And TikTok recently started testing an in-video shopping feature to make it easier for developers to link to ecommerce sites on Shopify and Teespring.
“Nate and I were really excited to see how well it would convert, how a product would convert,” said Auerbach. “It’s a lot better with us in on it, and it was great to see that TikTok can really work for the conversion.”
Is the Slapmask Safe?
While the Slapmask video increased sales, the public response to the post was inconsistent.
Mel Magazine included the video of Auerbach and Twer in a story about “cocky Hustle Culture Bros” who “grew up idol of the social network and the wolf of Wall Street.” And some TikTok users in the video’s comments section were wondering if the mask was going to spread germs between your wrist and your face.
Dr. Monica Gandhi, a professor of medicine at the University of California at San Francisco who studied face coverings, said the slapmask may get less dirty than a traditional mask that you hang under your neck or wear with a strap (although she noted that all face coverings should be washed regularly as per CDC guidelines).
“People who exercise outdoors should wear a mask when they encounter a crowd but are not required to wear it [one] When you run or exercise without anyone else, “Gandhi told Business Insider.” With this mask, you can always see where your protective face cover is and quickly take it off and on again. “
Two infectious disease experts told Women’s Health that the Slapmask could encourage mask wear and, when properly worn and properly cleaned, should function similarly to any other cloth mask.
“We would obviously encourage people to wash their hands and wrists before opening them,” Sih said. “We want to encourage people to wear masks in general, and we believe there is a great opportunity to help people meet this mandate themselves.”
For more information on how TikTok influencers are using the app to drive sales outside of the platform, check out the following other Business Insider posts: