Teen builds six-figure business with TikTok marketing

After struggling to get business rolling in on Instagram, Dasha Derkach started marketing her scrunchie business, Enchanted Scrunch, on TikTok and went from 2 orders to almost 500 a week. Only a year since launching the brand on TikTok, Enchanted Scrunch became a six-figure business for the impressive teen entrepreneur. Unsurprisingly, TikTok has become her marketing app of choice, with 90% of her overall sales made through the short-form video platform. 

With such an impressive feat achieved so quickly by someone so young, it begs the question: can anyone succeed so brilliantly with a little know-how? In this article, we’ve pinned down 5 of the marketing techniques Dasha Derkach leveraged so effortlessly to build her business success, and why these techniques are so effective.

1. Testing the product

The top-performing TikTok videos by @enchantedscrunch show owner Dasha Derkach breaking the scrunchies made by her business. This process determines whether the elastic inside the scrunchies is durable enough to fit the high standards of the company. This testing process could easily be carried out offline, yet the genius decision to turn the cameras on for this dramatic destruction achieves multiple things.

Grabs attention

Videos that show the testing process all start with an intriguing hook which goes something like this: let’s break some scrunchies! This hooks in viewership, ramps up watch time and gets engagement flowing. Instantly the audience is questioning why a company that sells scrunchies would break them. The door is then open for an explanation…

Shares the unique selling point

The unique selling point of @enchantedscrunch is that the scrunchies are unbreakable. If a scrunchie breaks after a customer receives it the customer is refunded or the scrunchie is replaced. By showing the testing process, @enchantedscrunch has an opportunity to talk about this USP and why the testing is so rigorous. This sets the company apart from its competitors.

Showcases commitment to excellence

By openly testing the products @enchantedscrunch shows that it is committed to selling products that live up to the high standards of the company and the expectations of customers. This commitment to excellence isn’t just lip-service - it is on display for all to see.

Shows off product designs

While testing the products on camera @enchantedscrunch gets the opportunity to show off multiple product designs. Each scrunchie tested serves as a fresh opportunity for someone watching to fall in love with a design to purchase.

2. The packing process

Behind-the-scenes content allows customers to peak into the world behind a brand. It is often used to humanise stuffy corporate images and soften the walls around buttoned-up businesses. However @enchantedscrunch proves that even when you’re as relatable as they come, showing the process can do wonders. 

Acts as social proof

Content showing the packing of orders isn’t possible without orders coming in. Clever owner Dasha Derkach films videos of her packing large orders, which shows the audience that other people value her products and are willing to drop a wedge of cash on them. This is a simple way to warm up potential customers, induce FOMO and nudge people towards the checkout. 

Shows off product designs

This type of content provides another opportunity to show off plenty of product designs, which is another marketing win for @enchantedscrunch. It can be interesting to see what other people have chosen, and that encourages increased watch time too! Packing up orders has become some of the highest-viewed content on the @enchantedscrunch TikTok profile to date. 

3. Silencing the haters

Is there anything quite as delicious as putting a hater in their place? Everyone should be aware by now that the internet is a dwelling place for trolls, but @enchantedscrunch uses this as marketing magic by calling out the haters and boosting business in the process.

Drops some facts

The majority of business for @enchantedscrunch happens on the website, but jealous onlookers seeking an easy burn point to the low amount sold through TikTok shop. By responding to specific comments using the comment reply feature, Dasha Derkach can set the record straight, eliminating doubt and seizing the opportunity to let people know what’s really happening in the business. This ultimately earns her more respect.

Stokes debate

An added bonus of shining the spotlight on a little bit of hate is that it gets engagement pouring in. The 2.8 million likes on just one of these videos shows it's worth the attention and mention in @enchantedscrunch content. The comments are also a hive of activity of supporters and doubters lining up to drop their opinions, blissfully unaware that they’re boosting the performance of the content and gaining more reach, views and brand awareness for the smart teen and her scrunchie empire.

4. Making the product the backdrop

Noticed the wall of scrunchies featured in all the top-performing content above? Whether this was a happy accident or a well-devised plan, it’s working wonders for @enchantedscrunch.

Boosts watch time

With a huge array of products on display, but without them at the forefront of the videos, potential customers are likely to spend more time watching content as they study the background to check out the goods on offer. This is a simple way to boost the performance of videos with very little added effort once everything is set up.

Acts as social proof

A whole wall of products is a silent marker of success. After all, there wouldn't be such a huge array of products available if something wasn’t going right for this business, surely? Without dropping a word @enchantedscrunch drops some serious social proof. What’s more, potential customers can see that the products exist, eliminating fear of scams in an instant.

Shows off products

Once again @enchantedscrunch finds an effortless way to integrate showing off more of the designs on offer. 

5. Wearing the product

A subtle but effective detail in all the high-performing TikTok videos by @enchantedscrunch is that owner Dasha Derkach is wearing the products. Often this is not obvious at first, but with the slight turn of the head a gorgeous scrunchie is revealed. This is a beautiful way to show that she loves and believes in what she has to offer. It is a silent sign of confidence and a nod to the subconscious that this owner takes pride in her business.

Bonus: Doubling down on what works

When @enchantedscrunch publishes a video that performs well, that is never the only time the formula is used. With every example in this article, there are multiple times when the successful structure has been replicated to produce similar results. Don’t be shy about repetition. When something works, milk it. Because high-performing content shows that you’re onto something. Either the audience relates to the content or the algorithm is picking it up as part of a trending theme or it is sparking enough debate to get people involved… whatever it is, use it to your advantage to grow your business. After all, you don’t need millions of followers to grow a six-figure business through TikTok marketing. Dasha Derkach hit that success milestone with a little over 170k followers.

Find your top-performing content sorted by the metric of your choice, as well as audience, content, ads, optimisation and profile analytics for your TikTok profile with Minter.io - the analytics tool designed for businesses that are ready to grow through social media. You’ll find your other social media platforms on there too. See you there!