Candeeze is a small husband-and-wife D2C model that sells freeze-dried sweet on-line. 

They ran a novel launch technique on TikTok, and their most-viewed video obtained:

• 32m+ views

• 3.5m+ likes

• 54.8k+ shares

• 15.7k+ feedback

It additionally gained them 280k followers in seven days.

There are numerous explanation why their launch was so profitable and gained the eye of hundreds of thousands. Let’s dissect the viral founder video that kicked off their whole account… 

Supply: TikTok

What Made the Video Go Viral

Proper off the bat, it tells a concise story that retains the viewer’s consideration whereas together with parts that make them need to preserve watching: 

• The opening body is evident and pertains to a subject folks normally wish to assist (small enterprise)

• The second body of the founders’ wedding ceremony stops the scroll for viewers. The homeowners having been not too long ago married kicks that assist to the next stage within the emotional response a part of the mind (limbic system)

• Then they create folks behind the scenes and present how the sweet is made, introducing an fascinating aspect — the freeze dryer.

Supply: TikTok

Within the course of, @candeezeco continues stacking viral parts to their video…

👀 The product itself is eye-catching, holding the eye of viewers after they see their favourite candies being become puffs

👂 When the founder eats the freeze-dried Jolly Rancher with a crisp crunch, a component of ASMR is added to the video

🎉 Their enthusiasm over having obtained 10 orders makes folks need to assist them additional (It’s additionally an invisible CTA, subtly letting folks know the candies are on the market)

💬 The novelty of their product, and its charming visuals and audio, give folks one thing to touch upon, driving engagement and attain for the video

Lastly, the CTA on the finish would not really feel like promoting, however reasonably a suggestion of assist and is barely introduced as soon as belief has been cultivated with the viewer. 

Mentioning their pattern pack has free transport probably obtained lots of people to return to their web site. (Supply: TikTok)

How They Transformed Viewers to Followers

Many individuals get hundreds of thousands of views, however the conversion to followers is usually low. So how did these two acquire so many followers in so little time?

A pair causes:

As an alternative of utilizing TikTok tendencies that give them one-hit marvel movies, they have been in a position to get folks taken with them on a private stage, then begin posting different movies revealing extra concerning the candies and the ups and downs of their business-building journey. 

These add layers to their story. As soon as an individual watches their highest considered video (the one we’re dissecting) and begins to see the others, they need to comply with them to see how the story develops.