Andrew McKenna: Reaching 200K Subscribers by Posting 4 TikTok’s a Day

Hey Andrew! Who are you and what is your creator brand?

Hey everyone, I'm Andrew McKenna, a first-year student at the University of Georgia. I've been creating videos online for about 5 to 6 years, but it's been the past 3 years where I've really kicked things into high gear.

My niche is college videos, but I like to sprinkle in some comedy skits for good measure. Some folks find them hilarious, while others might have different opinions, but hey, as long as the views keep coming in, I must be doing something right, right? Ultimately, I just aim to make relatable content that I personally find funny, and hopefully, others do too.

How did you come up with your creator & content idea?

My creator journey has been quite a ride, and what's interesting is that this isn't my first rodeo in the social media world. I've actually grown another account to 100,000 followers before.

It all started back in early 2020, right when COVID hit. My twin brother and I found ourselves with a lot of free time due to the shutdowns. We noticed this trend of twin creators blowing up, and since we're twins ourselves, we thought, "Hey, why not give it a shot?" So, we started making videos together, trying out different content styles like comedy, skits, and whatever was trending at the time.

We didn't have a clear direction at first, but things started picking up. We gained a following of around 10,000 - 12,000 followers. Then, one of our skits went viral, racking up around 100,000 views. That was a turning point for us. We doubled down on creating short videos together, and before we knew it, we had over 1,000 videos under our belt.

Eventually, my brother and I went off to different colleges, so we decided to part ways on that account. I started my own account, the Andrew McKenna brand, in October 2022, anticipating that we might end up in different places.

Consistency has been key for me. Even if a video flops, I just move on to the next one. Early on, I committed to posting four videos a day, every single day. These weren't all skits; some were just things I found funny or trending topics.

Then, TikTok introduced a program for monetizing minute-long videos. So, I upped my game, still posting four times a day but making each video a full minute long. That's when I really started to see growth and monetization kick in. Since August 2023, I've nearly doubled in size, and I'm still going strong, building out my creator brand one video at a time.

What is your content creation process?

When I first transitioned solely to being Andrew McKenna, I was creating short videos, each less than 10 seconds long, and wasn't making much money. I thought, why not emulate what was successful on other accounts? Sitting in my room, I was thinking, "What can I create consistently, with plenty of ideas and relatability, to produce one-minute videos regularly?"

Realizing that the college niche had been explored pretty extensively before, I saw its potential. It was an area where generating ideas didn't require much effort, given the universality of the college experience.

If I was encountering certain situations in my college life, surely millions of other students were too. Thus, I began creating content within the college niche.

Initially, my videos were simple snippets of campus life, condensed into one-minute segments. I then delved into more specific topics like different majors—business, science, arts—which resonated even more with my audience.

“If a video does terribly you just move on and post another one.”

Organizing my content became crucial, especially when I was churning out four videos a day. It was chaotic; nothing was scheduled. I aimed for certain posting times, but if I missed them, I moved on to the next slot.

Sometimes I even posted three videos a day, or at times, a staggering seven—which, looking back, was excessive. Nowadays, my video creation process is more structured yet allows for spontaneity.

Typically, I aim to post between 4 PM EST and 9 PM EST, but I'm not too strict about it. I allocate 1 to 2 hours daily for filming, with an additional 20 minutes for editing. But finding your rhythm is key. Some can craft a video in 30 minutes and be content, while others may spend hours perfecting it. It's all about what works best for you.

What is your marketing & promotion strategy? How are you growing your brand?

Growing your brand is definitely like throwing darts at a board for a little bit - a complete crapshoot. However, one strategy that was pretty effective in gaining our first 1,000 followers within a week was our commitment to posting four videos daily. This approach ensured that if one video didn't perform well, there were still three others with potential.

What set us apart was my unconventional method of updating my bio with follower counts as they increased. I'd start with "10 followers?" and incrementally update it throughout the day, which I repeated until reaching 1,000 followers. The incremental updates seemed to tap into human psychology, encouraging others to follow along the journey.

As our follower count grew beyond 1,000, I adapted this strategy, understanding that once we hit 10,000, the dynamics shifted. However, this tactic undeniably pushed us forward with increased follower engagement.

On TikTok, where countless videos compete for attention, creating eye-catching content is obviously key. Standing in front of a bright window enhances visibility and makes your content stand out. Additionally, ensuring proper framing and avoiding cropped content enhances perceived quality, boosting retention.

A compelling narrative is also essential for video content. Start with a hook to grab attention, followed by substantive content that builds up to at least a minute to maximize monetization potential. Concluding with a satisfying or shocking ending that encourages viewer engagement and encourages rewatching.

By treating each video as a narrative, viewers find it easier to connect and engage with the content, enhancing overall effectiveness.

How do you engage with your audience?

In all my recent videos, I've made it a habit to engage with my audience by leaving comments. I always ask for new video ideas, pose open-ended questions, and regularly check back to see if there are any interesting thoughts or suggestions.

When it comes to major video topics, I pay close attention to which majors receive the most likes or are most requested, and then I turn those into skits. It's a simple strategy that's proven effective - like my last Andrew McKenna video, which garnered 150,000 views thanks to an idea suggested by an audience member.

If viewers are telling you what they want to see, it's wise to listen and follow their lead. Engaging with your audience and considering their opinions is key to creating successful content.

I recognize that I could put more effort into engaging with my audience, especially during the first hour after a video is uploaded. I try to respond to every comment, but sometimes it becomes overwhelming. If a video is performing exceptionally well, I might only manage to reply to 5 or 10 comments.

I've seen other creators create Discord servers or keep their DMs open for anyone to reach out to them. While my DMs are open and I don't mind people contacting me, I admit I'm not always the best at responding quickly.

Another effective way to boost engagement is by going live. Hosting live streams on TikTok is a fantastic way to connect with your community. I've had live streams where up to 100,000 people joined, many of whom weren't even my followers. By interacting with viewers during live streams, you can build relationships with them over time.

Unlike pre-recorded videos where your personality might not always shine through, live streaming allows your audience to get to know the real you. Plus, if you make a mistake, everyone watching knows it, which adds an element of authenticity to your content.

How have you monetized your business model?

On TikTok, monetization comes in various forms, but the simplest route is through views on original videos over a minute long. However, to qualify for payment, you must have at least 10,000 followers and be 18 years old.

TikTok pays anywhere from $0.10 to $1.30 per thousand views, but only "qualified" views count – meaning the viewer must engage with the video for at least five seconds. Repeated views from the same user don't count.

Another avenue for monetization is through sponsorships and live streams, where viewers can donate. While going live can be hit or miss, sponsorships are where the real money lies. As your follower count grows, companies may reach out to you for partnerships. Negotiating these deals is crucial; don't settle for the first offer.

“Growing your brand is definitely like throwing darts at a board for a little bit - a complete crapshoot.”

Quality content is key to monetization, but authenticity is equally important. I aim for one or two sponsorships a month, ensuring they align with my values. While I'm passionate about content creation, monetization wasn't my primary focus initially. TikTok became my platform of choice due to its ease of use and consistency in creating content.

From my previous account alongside my brother, we only made $3,000 in two years. You could go work a summer job at McDonald's or lifeguarding and make more money. But I always thought that making money from my videos was fantastic, and whenever I got my first paycheck I thought it was just the most incredible thing. But I couldn't even afford gas at the time, right?

I thought the money would eventually come if I stuck with it, but it wasn't necessarily the biggest thing on my mind. Finally, solid money started coming in last August, and that’s where I really started to double down on what I was doing.

Seeing creators living lavish lifestyles motivates me to aim higher, but I have a timeline in mind. If I haven't achieved significant success within the next few years, I'll reconsider my priorities. For now, I'm balancing content creation with college, but the dream of making it a full-time gig keeps me going.

What are your biggest lessons learned & challenges faced?

Being self-employed through content creation has been a game-changer for me. I'm not quite hitting six figures yet, but the income is solid, and the best part? I don't feel like I'm working nearly enough to justify what I'm making.

I mean, in my first semester of college, I cleared my entire four-year tuition debt with maybe 40 hours of work a month. It's definitely lucrative if you stick with it.

Plus, there's the recognition factor. At one point, my videos were raking in 10-15 million views a month, so I'd often get recognized around campus as "Andrew McKenna." It's a cool feeling, but sometimes it gets weird, you know?

Like, I'd be sitting solo in the dining hall and could practically feel the eyes on me. Not everyone's into that constant spotlight vibe, but hey, it opens doors. Like that Halloween frat party? Bouncer saw me and my cameraman, Corey, and just waved us in. Instant access.

“You have to know why you are here. If you are getting into TikTok to make money, it is probably not for you.”

Now, onto the challenges. Impostor syndrome is real, especially in the beginning. You start wondering if you've got what it takes, if your content's any good. But it's often not about you or your videos; sometimes, the algorithm just isn't playing nice. Or maybe your niche needs tweaking. It's a mental game, really. Keep pushing, stay consistent, and you'll break through.

And let's talk discipline. Sure, it's a habit now, but it started with serious discipline. I've missed out on basketball games and dinner plans because I had to pump out a video. When your passion becomes your paycheck, you treat it like a job—no skipping out. That mindset's been crucial for me.

Having mentors is also huge. My buddy Braden schooled me on the basics before I even started. He hit 70k followers just by grinding. Then there's Kelly Salpeter, a TikTok sensation with 1.5 million followers. She gave me some invaluable tips after we connected on a creator app. But ultimately, it's all about trial and error. What works for them might not work for you, and that's okay. Experimentation's key.

What technology & tools do you use?

When it comes to software, I stick to the TikTok app for filming all my videos. It's super accessible and straightforward, which works well for me since I don't incorporate music or sound effects into my content. Occasionally, I encounter some issues with TikTok's video editor, but for my purposes, it gets the job done.

I also have a subscription to Adobe Premiere Pro, the go-to video editor for Hollywood producers. While I don't use it extensively, I rely on it for sponsored videos or if I need to make significant adjustments post-shoot. It's a lifesaver for reshoots and tweaking content as needed.

Another tool I frequently utilize is a TikTok downloader, which allows me to remove the watermark from my videos and re-upload them to platforms like Instagram to expand my audience. I exclusively film with my iPhone, taking advantage of its high-quality 4K footage, even though TikTok compresses videos to lower resolutions.

In terms of collaborations, my roommate Corey has become my go-to partner. Initially, he started as my cameraman, but his acting skills shone through when I needed an actor for a video. Now, he's a recognizable face in my content, often delivering lines better than I could. Collaborating with him has been a game-changer.

Networking with other creators has also been beneficial. On my campus at UGA, there are around 10 prominent creators among the 40-50,000 students. We're a tight-knit community, always exchanging tips and tricks to help each other grow. One standout collaborator is Michael Kebede, who reached out to me randomly, and we've since produced several successful videos together.

Regarding my team, it's just Corey and me. He handles filming while I take charge of editing, idea generation, email correspondence, social media management, and analytics monitoring. Though it's just the two of us, we make a dynamic team, bouncing ideas off each other and wearing multiple hats to keep things running smoothly.

What future plans & goals do you have for your creator brand?

In the near future, I plan to maintain skit content on my Andrew McKenna channel. Creating funny skits, whether they're college-themed or something else, is the most enjoyable thing for me and fits well within TikTok's one-minute format.

However, I anticipate evolving away from the college niche over time. While I still find college-related content fun, I don't want to be solely known for it. My aim is to dive into broader comedy and sketch content.

Excitingly, I'm currently discussing potential collaborations with Snapchat. I've also invested in microphones for on-campus interviews, which is something I really want t pursue. Additionally, there's a new channel in the works for my roommate Corey, although the specifics are still under wraps.

As for milestones, reaching 200,000 followers on TikTok is on the horizon, with a quarter-million following closely behind. I'm also eyeing 25,000 followers on Instagram as a significant goal.

My ambitious 2024 New Year's resolution is to hit 500,000 followers on TikTok, and I'm determined to make it happen. While my primary focus has been TikTok, I've also had a desire to hit 100,000 subscribers on YouTube, although my YouTube presence has been pretty tiny so far.

Initially, I concentrated on mastering TikTok and maximizing its reach. However, I encountered some hurdles as my growth stopped, partly due to TikTok's algorithm nuances.

Recently, I've begun cross-posting my TikTok content on Instagram, which has yielded fairly surprising results. While a successful TikTok video might garner 100,000 to 200,000 views, the same video on Instagram could easily surpass 3.5 million views, which has really prompted me to prioritize Instagram and explore its potential for growth.

What advice do you have for aspiring content creators?

One of the most impactful pieces of advice I've ever encountered came from Casey Neistat. While he wasn't speaking directly to me, I stumbled upon one of his videos where he emphasized the importance of treating each video as a story. He stressed the necessity of a clear beginning, middle, and end.

When it comes to short-form content, simplicity is key. You don't need multiple storylines or elaborate setups; a strong hook, followed by body paragraphs, and a conclusion are all you need. Keeping it simple makes the video-making process much more manageable.

Good lighting is crucial for aspiring creators. Many on TikTok suffer from poor lighting, which really stops their success in its tracks. Standing out means ensuring your face is well-lit and attention-grabbing.

Consistency is another vital factor. Missing days can negatively impact your growth on platforms like TikTok. I aim to post Andrew McKenna content daily, sometimes even twice. When starting out, posting two to three times a day can significantly boost your growth.

Approaching content creation with the right mindset is crucial. If you're in it solely for the money, you'll likely be disappointed. Success takes time, and it's essential to keep trying until you find your stride.

Looking ahead, I'm honestly amazed by the emergence of new creators. Platforms like Twitch have seen newcomers like CASEOH_ rise from nothing seemingly overnight. The next big influencer could be anyone, anywhere, whether in a dorm room or a parent's basement.

While some argue that the market is oversaturated, I believe there's room for anyone willing to adapt to the ever-changing landscape of apps and algorithms. There's always an opportunity for those willing to seize it.

Andrew McKenna: Reaching 200K Subscribers by Posting 4 TikTok’s a Day

Andrew McKenna shares his dedication to the creator journey, including discussing his growth strategy of posting 4 TikToks every single day…

Creator Brand: Andrew McKenna

TikTok: 198K followers, 43 million likes

Instagram: 20.1K followers, 52 posts

YouTube: 1.6K subscribers, 392K views

Full time creator: No - student & creator

Hey Andrew! Who are you and what is your creator brand?