The Power of TikTok: A Case Study of @GirlBossTown

by Noelle Smithers. 

It’s no secret that social media platforms such as TikTok can suddenly change the lives of everyday people. Someone might have 500 followers one week and 30,000 the next; even having a single video blow up can transform your account forever. 

For 28-year-old Massachusetts native Robyn DelMonte, TikTok has completely changed the course of her life. While working as a waitress in Medford, Massachusetts, she began posting her marketing ideas on TikTok under the handle @girlbosstown. She had always been obsessed with all things pop culture and PR, but she had almost given up on finding a job in the industry. She applied for several creative positions and couldn’t even land an interview. However, when her TikTok videos about public relations and creative direction began to go viral, some big brands like ENews and Dunkin Donuts noticed and reached out to her. 

DelMonte continued posting about marketing, branding and social strategy for some of her favorite brands and celebrities. Her most famous videos include one on how she would direct and produce a Super Bowl commercial for Gatorade, and one on how she would direct a commercial for Converse. After about a year of posting, she began working with more brands and celebrities. She’s attended events like the Billboard Music Awards and the Golden Globe Awards. She now has over 600,000 followers on TikTok and over 42,000 on Instagram. 

DelMonte’s rise to fame can serve as inspiration for anyone. One of the key takeaways from her story is that consistency and confidence are key: In order to gain followers, you have to create content on a regular basis and be confident in what you’re doing. She is an example of someone who took advantage of the possibilities on social media and succeeded in creating a life for herself with it. 

I often hear people saying that they are afraid to post creative content on TikTok because they don’t want their friends or peers to judge them. If you are someone who wants to gain a prominent social media presence, you can’t be afraid of what others will think about your content, or else you likely won’t attract followers. Alix Earle, another new social media star, often talks about her journey to fame on TikTok and how she had to get over her fear of being judged. She began posting during her freshman year of college and didn’t find much success until her senior year. Her content mostly consists of “get ready with me” videos and makeup tutorials. She now has 4.6 million followers and has been on promotional trips with brands like Tarte, Benefit and Rare Beauty. 

With all of that being said, there are other important aspects that impact your chances of becoming famous online. Your videos should be entertaining, well-made and unique in some way. It’s important to consider the question: “Would I watch or like this video if it appeared on my For You Page?” 

DelMonte has encouraged others to try different pathways in order to achieve success. If you want to work in a creative industry, it’s important to think of creative ways to get there. Overall, I think that most people could benefit from hearing how she took a nontraditional path to success, and how she is still growing her platform. 

For more blogs on the power of public relations, click here.