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In the latest Winning with Shopify episode, Nick interviews Megan from Vol Lashes, a solo founder who has achieved incredible success on TikTok. In this episode, Megan discusses how she transformed her business from a local lash extension service in Toronto to a thriving e-commerce brand with millions of views on social media. One of her TikTok videos went viral, amassing a jaw-dropping 18.5 million views, which significantly boosted both her brand visibility and revenue.
Megan’s Journey: From Service to E-Commerce
Before COVID-19, Megan ran her business by offering in-person lash extensions to a dedicated clientele. When the pandemic forced her to pause services, she pivoted to e-commerce, offering a wide selection of lash styles, tools, and DIY kits to recreate the salon experience at home. This transition not only helped her business survive but also enabled her to expand nationwide.
The Power of TikTok: Humour, Pranks, and Authenticity
Megan’s TikTok journey began with consistent posting, sometimes three times a day, as she experimented to see what resonated with viewers. Her big breakthrough came from a playful “lash prank” video, where she placed an exaggerated set of 70mm lashes on a client as a joke. The humour and relatability of the video struck a chord, quickly gaining millions of views and sending traffic to her site. The prank lashes even became a Halloween favourite after she listed them for sale on her website.
"People connect with content that’s funny and authentic," Megan explains, noting that viewers appreciate seeing the lighter side of a business. Her prank format showcased her products without feeling overly promotional.
Consistency is Key
Megan emphasises the importance of consistency on platforms like TikTok. Regular posting, even if not every video goes viral, helps build audience familiarity. As a solo entrepreneur, she can easily connect with viewers directly, presenting an authentic side to her brand without needing to be overly polished. Her approach includes rotating between product demonstrations, funny content, and behind-the-scenes clips of her daily routine.
The Role of YouTube Shorts and Instagram Reels
Beyond TikTok, Megan has also explored YouTube Shorts and Instagram Reels. While Instagram’s reach has dwindled, she’s found YouTube Shorts surprisingly effective for reaching new audiences and driving website traffic. Megan says that YouTube Shorts, like TikTok, can give videos extended life, generating views weeks or even months after posting. For other entrepreneurs, she recommends experimenting with these platforms to discover what works best for their brand.
Authenticity: Why People Buy From People
Megan believes authenticity and personal branding make a significant difference, especially for solo founders and small businesses. By allowing her personality to shine through, she’s established a strong connection with her audience, resulting in greater trust and engagement. Her advice for brands is to focus on behind-the-scenes content, share personal stories, and remain transparent. She believes even large brands should include more personal and relatable content, either by featuring employees or providing a look into daily operations.
The Future of Vol Lashes: Exploring Paid Ads
Despite her success with organic reach, Megan now plans to add paid advertising to her strategy to reach a targeted, ready-to-buy audience. While viral content drives engagement, she acknowledges that paid ads can provide a steadier, scalable flow of traffic and sales. With a goal to expand Vol Lashes, Megan aims to build a team and use advertising to take her brand to the next level.
For fresh insights into building brand loyalty and growth through TikTok and beyond, listen to this week’s Winning with Shopify episode, where Megan shares invaluable advice on using social media to authentically drive business.
Check out the full podcast here.
This episode was brought to you by Nick Trueman, Director of PPC & SEO Agency, Spec Digital.