Forget Follower Count: What Actually Drives Sales, According to a TikTok Marketing Expert

"Your brand doesn't need to be loved by everyone. Even if you've captured just 3% of the market, your brand can stay alive."

"Coming from a designer background back in the day, I was a doer. Now, whenever I see something, [whether it's] marketing content or a garment, my first reaction is: ' How did they make this? What tools did they use? How did they cut it? What's the angle they used?'"

A brand does not need universal love; capturing roughly 3% of the market can keep a brand alive. Focusing on a loyal group of enthusiasts and crafting marketing that resonates with them is more effective than chasing broad mass-reach tactics. Practical execution matters as much as high-level vision, and attention to detail in content and product design strengthens connection with audiences. Jemma Wu scaled a bootstrapped beauty brand, Never Have I Ever, into retailers like Urban Outfitters, PacSun, and World Market and reached $1.5M in DTC and wholesale sales. She helped major brands achieve an average 51% sales increase through authentic audience connection and integrated campaigns.

Read at Hubspot