We’re excited to introduce you to the always interesting and insightful Kaity Smith. We hope you’ll enjoy our conversation with Kaity below.

Kaity, looking forward to hearing all of your stories today. How did you scale up? What were the strategies, tactics, meaningful moments, twists/turns, obstacles, mistakes along the way? We’d love to hear the backstory the illustrates how you grew your brand.

Many people underestimate the effort and strategic planning that goes into content creation. I started creating content in April of 2020. Although people responded well to my content almost immediately, I want to take my time with it. Through trial and error and a lot of research/ data analysis, I have transitioned from a College Vlogger on YouTube to an Acne Beauty Creator on TikTok. The first advice I always give anyone who wants to be a creator is to post anything they enjoy, and the data will choose your niche. It seems corny, but it is true. When I entered college, I enjoyed posting about it, but at the same time, I have always struggled with acne. I never intended to be a beauty creator; honestly, I had no interest in being one. But as I posted other content, all my comments were about my acne. And while many people might have felt discouraged by this, I saw it as a business opportunity. That might sound wild, but I realized that throughout all the social media I consume, I rarely saw someone share their acne journey. This was the gap in the market I was going to fill.

I have been on TikTok creating acne-related beauty content since March of 2021. As I posted different types of videos, things like “get ready with me,” skincare routines, and pimple patch videos, I kept track of which videos performed well. One thing that has been popular from the start was pimple patch removal videos. For good reason, they are super satisfying. As bad as it may sound, I had a lot of active breakouts, so this content was convenient for me to create. So, I continued to post those, and they gained traction. This is how I started working with brands like HERO Cosmetics and Peace Out Skincare. Companies that I had already been buying from for years.

I followed that formula of noticing which videos performed well/ were convenient and easy to make, and created a posting routine. Almost every day on my TikTok, you can see my “Morning Skin,” “Morning Skincare,” “GRWM,” and “Nightly Skincare” videos. I’ve found what works for me and performs well.

I recommend that new creators use every feature of whatever platform they try to grow on. Platforms push people who are promoting their new features. An example of this is the TikTok Shop. Anyone posting a video promoting a TikTok Shop item is gaining traction. But you will gain even more traction if you go LIVE, post consistently, and incorporate this new feature.

Awesome – so before we get into the rest of our questions, can you briefly introduce yourself to our readers.

My name is Kaity Smith, or @thatkaitysmith if you want to look me up on social media. When I moved to Kansas City in 2020 to attend UMKC, I was a college vlogger on YouTube. This means I posted my everyday college life in the city and was often the first person to come up when you searched UMKC.

I’ve struggled with acne since early middle school and have battled it ever since. As I posted content about college, I realized people started to focus more on my skin. I saw an opportunity to create a community I never had and start posting acne-related content. I now have a growing community of 75,000 on TikTok and a group chat for people who struggle with skin concerns with over 550 members. It is called the “Acne Girlies” and is a safe space for anyone who needs to vent or ask for advice from people who have been through similar experiences and get it. It is on Geneva and is linked in my social bios if you’d like to join!

The best part of the community I have been able to foster is how connected we all are. Severe acne is a tough thing to endure, and not many people experience it. I have only met a few people who have struggled with it to the extent I have. It can be very emotional, but if you haven’t experienced it, it is hard to comfort those people. It is so rewarding that I have created a place where people can feel represented and comfortable. I have many “followers” that I have become close with and talk to often—the Acne Girlies group chat is constantly messaging each other and is so encouraging to one another. The messages I receive daily are so inspiring as well. People will come to me and say things like,” You have helped me feel so confident in my skin. I used to avoid leaving my house, but now I don’t care”.

Is there something you think non-creatives will struggle to understand about your journey as a creative? Maybe you can provide some insight – you never know who might benefit from the enlightenment.

It’s important for non-creatives to understand that being a content creator requires a significant amount of entrepreneurship and hard work. While it may seem like I simply post videos on TikTok and other social media platforms, there is much more to it than that.

As part of my weekly routine, I spend a considerable amount of time managing emails and communicating with clients. This includes responding to inquiries, scheduling meetings, and following up on any outstanding tasks or requests. To succeed in this role, I have had to develop a diverse set of skills that includes negotiation, analytics, data interpretation, market research, networking, financial management, and creative direction.

On a daily basis, I actively promote myself to my social media audience and major corporations. This involves creating engaging content, building my brand, and reaching out to potential collaborators. I regularly engage in legal contracts and maintain close relationships with brands to ensure that our collaboration is mutually beneficial and aligns with my content strategy.

As a contract worker, I have to keep track of all the products I receive, the money I spend on my brand, and other expenses. This requires a high level of financial management skills and attention to detail. By carefully tracking these expenses, I can ensure that I am staying within budget and making informed decisions about investments.

Overall, being a content creator is a challenging and rewarding role that requires a wide range of skills and expertise. While there is a lot of hard work involved, I am passionate about what I do and am committed to delivering high-quality content to my audience.

How’d you build such a strong reputation within your market?

My vulnerability is the biggest thing that helped me build my reputation in my market. Acne is a susceptible topic for many people who struggle with it, myself included. However, my honesty and openness throughout this journey have fostered trust and long-term relationships.

Contact Info:

• Website: https://in-bio.io/kaitysmith
• Instagram: https://www.instagram.com/thatkaitysmith/
• Linkedin: https://www.linkedin.com/in/kaitysmith
• Youtube: https://www.youtube.com/kaitysmith
• Other: TikTok: https://www.tiktok.com/@thatkaitysmith