What Shinesty Did To Create A TikTok Community Centred Around Underwear?

21 August 2023

5 Mins Read

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Here is another successful story of a brand called Shinesty becoming popular by using the power of social media. The brand started with themed pajamas and playful outwear and was targeting an audience aged around 20. They were keeping the college party vibe alive through their product. But now, the brand has risen beyond something they had initially hoped for.

There is an offbeat approach to the type of product visible in their content. This was when their underwear products started to take off and led to massive sales during the pandemic. TikTok was a detrimental player that boosted the chance of them gaining massive sales during the pandemic.

Here is an article on How Shinesty used TikTok effectively to increase sales. Go through this article to learn how Shinesty’s TikTok content helped them become the brand they are today.

What Is Shinesty?

Shinesty is a brand that started with a couple of college friends. They started to create offbeat underwear and clothing and started creating content on TikTok around their product. Their content strategy on the platform was a success. Most of the offbeat and humorous content has thousands of views on the platform.

Shinesty racked up more than 1.5 million likes on their post on TikTok. They also have 148000 followers on the platform. Their products have been seeing massive sales and rapid growth. But how did they make it possible through TikTok? Read their TikTok strategy for more.

When asked, DUke, the social media manager of Shinesty, revealed that they kept the intention of making funny and engaging content on social media. When the content is funny and keeps the audience entertained, it does not have to be about underwear.

Yes, their objective is to drive people to their business website and buy more products. But that was not the social media goal Shinesty had in mind. Aside from selling products from their website, they also wanted to entertain people. They wanted to entertain a community that browses their content and the trend-related memes they post regularly.

Shinesty started posting on TikTok during the pandemic in 2021. Back then, they were already getting some good followership and views on their posts. So, they did some brainstorming sessions to figure out the type of content they should post for their TikTok account.

First, they started doing some behind-the-scenes content on TikTok, and it was a success initially. Also, they started noticing that their costs per thousand impressions were going high up. This was an indicator of a positive direction. They decided to make TikTok their go-to platform for organic and paid outreach.

Here Is Why Shinesty Thinks eCommerce Brands Should Be On TikTok

TikTok is a platform with entertainment as the first priority in mind. If a brand has a good story and entertaining value, it can spread alongside its product campaigns; it will succeed on TikTok. Brands can also use other social media platforms like Twitter and Instagram. But why should they consider TikTok?

Here is why Shinesty’s social media manager prefers TikTok for their brand’s campaign –

The main reason why TikTok works for brands like Shinesty is because of its popularity among different types of audiences. But the authenticity of the type of content you post is detrimental to your success on TikTok. Here is why you need to post good content. The content can be good and engaging, or it can completely backfire.

Different brands can make different types of content a success. Shinesty here uses humor to create engaging content. However, that is their content strategy.

But before you get on Twitter or Instagram or any other social media, you should ask yourself the question, why. Once the question of why serves the purpose of the social media you want to start posting content on, you are ready to start.

While some brands make humorous content work, some brands can make a killing on hacks and DIYs. Some brands can use educational or trendy content to boost their business on TikTok.

Pros & Cons Of Marketing On TikTok According To Shinesty

Shinesty has offered its take on social media marketing through TikTok. When it comes to marketing or content campaigns through TikTok, the platform prioritizes entertaining content. It is not a platform where a celebrity can simply flaunt their fame. The best content on TikTok always rises through competition.

A celebrity who does not create content worth the entertainment will have a hard time succeeding on the platform. This gives the brand an edge against fame. They can rise to success through good content marketing strategies and excellent content.

However, the disadvantage of this platform is the competition itself. Brands and creators need to be excessively competitive in terms of their content. They have to post fresh content every day to stay in the game. Shinesty kept following trends and kept creating humorous content that entertained their audience.

However, if a brand’s content does not keep up with the audience’s demands, it will be hard for them to keep up with TikTok’s algorithm. But Duke, the social media manager of Shinesty, also said that it is easy to find trends on TikTok. You can easily spot trends and memes by scrolling through the platform for thirty minutes. That will help you generate content ideas worth ten pieces of content.

Bottom Line

Shinesty has generated $6.8 Million in revenue. Shinestry’s TikTok Content strategy is one of the key contributors to help them go toward their success. Shinesty boxers and Shinesty ball hammocks are some of their most successful products. So, that was a short story on the success of Shinestry’s use of social media. I hope you are learning something from their strategic use of TIkTok.

However, if you have any other queries, you can let us know through the comment section. Go to the comment section and leave your valuable feedback. Thank you for reading.

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Shahnawaz Alam

Shahnawaz is a passionate and professional Content writer. He loves to read, write, draw and share his knowledge in different niches like Technology, Cryptocurrency, Travel,Social Media, Social Media Marketing, and Healthcare.