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Nic Kaufmann teaches 18 million TikTok followers to look beyond looks

This story was originally published in The creators – a newsletter about the people who run the creator’s finances. Get it sent to your inbox.

Nick Kaufman (18.2 million, TikTok) began performing online when he moved from Singapore to Germany to study computer science.

“When I did not have much to do, as I did not know many people in a new country, I just started making videos,” Kaufmann, 21, said. “And that led to my first two videos being blown up. And from then on, I decided I wanted to write daily, and I’ve been doing that ever since.”

Kaufmann said his niche as an influencer is centered around his personality, and he posts videos of it his travels, outfitsand hair styling. He is attracted to fashion and is also passionate about tackling gender stereotypes. Kaufmann, who is half Indian and half German, also tries to promote multiculturalism on his platform.

“I’m very interested in trying to break gender norms on social media and toxic masculinity,” he said. “It’s something I definitely have a lot of influence on.”

Kaufmann’s followers come from all over the world, including the United States, the United Kingdom, Europe, and Latin America. He also said that he has many Indian followers because of his background. Initially, Kaufmann’s follower base was 97% women, but it has since diversified.

Kaufmann’s revenue streams

Kaufmann, who is based in Munich, earns most of his money by promoting various brands on his platform and working with fashion companies like Prada and Louis Vuitton who pay him to promote their clothes. He also generates revenue through TikTok’s creative fund, which he described as a small but consistent revenue stream. TikTok users can pay creators when they livestream on the platform, but Kaufmann urges its supporters not to.

“I’m telling my followers not to donate because I feel it’s fine for me to take money from big brands, but I do not want my followers, some of whom are very young and influential, to just give me $ 10. when they only have 20, “he said.

Kaufmann said he has also invested money in cryptocurrency and NFTs and an equity portfolio. He also hopes to get involved in real estate investing this year.

To build its own brands

In addition to promoting other brands, Kaufmann is working on launching two of its own. He wants to start a hair care line with products primarily targeted at men, as much of the content he creates revolves around his hair working well.

“One of my most successful formats on social media has been hair tutorials on TikTok, most of which get up to 30 million views,” he said. “I definitely think I have expertise in the subject of hair styling. So I would definitely like to combine that with my own brand.”

He is also working on starting an e-commerce fashion company focusing on clothing at an affordable price, but ethically sourced.

For many creators, working with companies is a primary source of income. Sometimes fans will get frustrated when creators they follow promote brands in a way that seems contrived or spurious. But Kaufmann said creators often do not have much autonomy when it comes to working with brands

“I think a lot of people don’t know how limited the creator is sometimes,” he said. “So sometimes you get a really good brand agreement from a really good company or partner to work with, but they force you to do it in a very specific way.” =

Appearance pressure

When Kaufmann started on TikTok, he said much of his content was centered around promoting his looks, which was what attracted many of his followers. But he has been working on expanding his content to become more meaningful by posting videos that are more personality-based.

“There is definitely a very high pressure,” he said. “Even though the pressure was much higher, as my content was all about my followers or friends thinking I look good.”

Advice for creators

Kaufmann advised aspiring creators to sharpen into a specific quality or niche that will attract followers: “In the beginning, you are no one, like everyone else in the sense that you have no public image, you have no public person. ,” he said. “So you have to build it up first.”


This interview was originally published in The Creators, a newsletter about the people who run the creator’s finances. Get it in your inbox before it’s online.

Nic Kaufmann teaches his 18 million TikTok followers to look beyond looks

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