In February 2019, Griffin Johnson was a junior in college, studying nursing and working in a steel factory. Six years later, he’s co-founder of Animal Capital, a venture fund, a journey he credits almost entirely to TikTok and the connections he’s made along the way.
Johnson built a TikTok audience around “complaining about student life,” he told Digiday (at the time of writing, he has 9.5 million followers on TikTok and 3 million on Instagram). After building that following, Johnson met a group of two other like-minded creators through the platform and decided to buy a house together, starting the now-infamous TikTok content house — dubbed Sway House — in January 2020.
“Our investment paid off, because two months later, COVID hit and TikTok booms,” Johnson said. “This is where it really all began in terms of the TikTok creator economy.” Sway House was like a TikTok frat house: their content often involved several members doing dance trends or lip-syncing to funny audio, while neighbors reported regular food deliveries, the sound of paintball guns firing in the morning, “chug chants,” and more.
Continue reading this article on digiday.com. Sign up for Digiday newsletters to get the latest on media, marketing and the future of TV.
Deixe um comentário