Nic Kaufmann teaches 18 million TikTok followers to look beyond appearances

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

“Since I didn’t have much to do, not knowing many people in a new country, I just started making videos”, Kaufmann, 21, mentioned. “And that blew up my first two videos. And from then on I decided to post daily and have been doing that ever since.”

Kaufmann said his niche as an influencer centers around his personality and he posts videos of his travels, outfitsand hairdressing. He is drawn to fashion and is also passionate about fighting gender stereotypes. Kaufmann, who is half Indian and half German, also tries to promote multiculturalism on her platform.

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

Kaufmann supporters come from all over the world, including the United States, United Kingdom, Europe and Latin America. He also said he has a lot of Indian followers due to his background. Initially, Kaufmann’s follower base was 97% female, but it has since diversified.

Kaufmann’s revenue streams

Kaufmann, who is based in Munich, makes most of his money promoting different brands on his platform, working with fashion companies like Prada and Louis Vuitton who pay him to promote their clothes. He also generates revenue through the TikTok Creators Fund, which he described as a small but steady source of revenue. TikTok users can pay creators when they live stream on the platform, but Kaufmann urges his followers not to.

“I tell my followers not to donate because I feel like it’s okay for me to take money from big brands, but I don’t want my followers, some of whom are very young and impressionable, just give me 10 bucks when they only have 20,” he said.

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

Build own brands

In addition to promoting other brands, Kaufmann is working on launching two of its own. He wants to launch a hair care line with products primarily aimed at men because a lot of the content he creates around his hair works well.

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

He is also working on building an e-commerce fashion business focused on affordable yet ethically sourced clothing.

For many creators, working with companies is the main source of income. Sometimes fans get frustrated when the creators they follow promote brands in ways that seem contrived or inauthentic. But Kaufmann said creators often don’t have much autonomy when it comes to working with brands.

“I think a lot of people don’t realize how limited the creator is sometimes,” he said. “So sometimes you get a really good branded deal 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 a lot of his content was centered around promoting his looks, which attracted many of his followers. But he is working to expand his content to become more meaningful by posting more personality-focused videos.

“There is definitely a very high pressure,” he said. “Although the pressure was much higher when my content was purely about whether my followers or friends thought I looked good.”

Tips for creators

Kaufmann advised budding creators to focus on a specific quality or niche that will attract followers: “In the beginning, you’re nobody like everyone else in the sense that you don’t have a public image. , You do not have any”. I have no public figure,” he said. “So you have to build that first.”


This interview was originally published in The Creators, a newsletter about the people who power the creator economy. Get it in your inbox before it goes live.

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