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On this week’s episode of Winning With Shopify, we’re diving into the fascinating world of social media success—and what it really takes to build a business from going viral. Kim is the perfect example of how there’s no secret formula to making millions on TikTok, but with the right mix of talent, timing, and strategy, you can transform your business overnight.
Kim's story is nothing short of fascinating, especially when it comes to the viral impact of social media on her business. It all started when she was just helping friends decorate their graduation caps—a creative favor that quickly spiraled into something much bigger. Kim’s artistic talent was evident, and after sharing a few photos of her custom graduation caps on social media, the demand for her work skyrocketed.
What really set things into motion was Instagram itself. Instagram’s official account, which boasts over 80 million followers, noticed her work and reached out to feature her. This single moment changed everything for Kim. Overnight, after they shared her post, her follower count exploded to 25,000, and she found herself with a three-year waiting list of customers eager to have her create custom grad caps. Imagine that—a business overwhelmed with orders from a single social media post!
But it didn’t stop there. Kim, who was already working hard on Instagram, then turned her attention to TikTok, the platform that was rapidly gaining popularity at the time. Without much planning or expectation, she started posting videos of her creative process—showcasing the unique designs and care that go into each cap. To her surprise, TikTok’s algorithm worked in her favor, and her content began reaching thousands of new viewers.
One of the most memorable moments of Kim’s TikTok journey involved a bit of controversy. She was sharing her story about being featured on a prominent news show for Hispanic audiences, and she casually referred to it as a “Mexican news show.” While technically correct, the wording sparked an unexpected debate in the comments section. People took issue with the way she described the show, and the comments section exploded with arguments and corrections. Overnight, her post went viral for all the wrong reasons.
Instead of panicking, Kim handled the situation with grace. She responded to each comment, thanking people for their input and addressing the misunderstanding with professionalism and humility. By engaging thoughtfully with her audience, she was able to turn a potentially negative experience into something positive. And while the viral moment wasn’t intentional, it resulted in an unexpected wave of attention for her business—so much so that she made enough sales in one day to cover her rent.
Kim’s story is proof that going viral isn’t always about having a perfectly crafted post or following a strict strategy. Sometimes, it’s about being in the right place at the right time, and knowing how to handle the attention when it comes your way. Her TikTok success continued to grow, leading her to over 300,000 followers, all while staying true to her authentic, creative self.
Check out the full podcast here.
This episode was brought to you by Nick Trueman, Director of PPC & SEO Agency Spec Digital.