clemyntine: Bringing the Tea on TikTok
Kimberly (aka clemyntine on TikTok) breaks down her pop culture creator brand, and shares how she generates millions of views by getting her followers to tune into the latest celebrity gossip…
Creator Brand: clemyntine
TikTok: 136K followers, 6.1 million likes
Full time creator: part time creator
Hey Kimberly! Who are you and what is your creator brand?
Hey everyone! I'm Kimberly, or as you might know me from TikTok, clemyntine. I’m a creator based in the Northeastern United States, and my channel is based around discussing pop culture - I could chat all day about celebrities, current events, and even sometimes true crime.
I recently had a commenter tell me I was their own Lady Whistledown (for all your Bridgerton fans out there). You can be sure to find me on TikTok always ready to “bring the tea.”
My content is a bit of a grab bag, but always focused on topics that are current or totally unique. For example, one of my first viral videos revolved around Paris Hilton and her lost storage unit over a $200 unpaid bill. Call them niche if you want, but they're always fascinating.
It's these weird, wonderful and often wacky snippets of celebrity culture that I live for. Why? Because it's not only stuff I find interesting, but it's also things that I really enjoy sharing with you all. After all, who doesn't get a kick out of a crazy celeb story?
So that’s clemyntine on TikTok. A home for all things pop culture and celeb gossip. And, of course, always served up with a side of fun and engagement. Because in the end, it's all about sharing the things we find interesting and having a good laugh.
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How did you come up with your creator & content idea?
To be honest, I dove into this new universe as clemyntine without much prior experience. I mean, it was totally uncharted territory for me. I remember having all these chats with my best friends about the idea of creating content, and this had been going on for years. I had my eureka moment somewhere around 2017, but I didn't really get going on it until 2023.
I officially got onto TikTok just a bit over a year ago, and since then have grown to over 130,000 followers. Trust me; it was a complete leap of faith. I was toiling with so many uncertainties. I was torn between whether to launch on YouTube or Instagram. But in the end, I thought, why not do something fresh? Why not TikTok?
So it’s been a long time coming, and actually started with me just sharing stories about my life. Just random, funny incidents and experiences that have happened to me over the years. It's like I've lived different lives and my friends can definitely attest to that.
“The key thing here is to get yourself out there. Start conditioning yourself for this industry. Learn to talk to the camera like it’s your best friend.”
Take my first video for example - it was about the woes of dating apps. That video got around 3,000 views, which was a pretty big deal considering it was my first ever video. But I didn't just stick to my own life experiences. I found that there was a lot more I wanted to talk about – things that were popping up and catching my attention. So, I did change course a bit to more of the pop culture sphere, based off of my love for sharing stories.
Now, when it comes to today’s content itself, I've always been a bit of a deep diver. I love exploring complex subjects and then simplifying them. Remember that Kendrick and Drake beef? I condensed a decade-long saga into a short three-minute clip. And guess what? People loved it! They appreciated understanding the situation without going through a mountain of articles and posts.
That's not to say that my content creation is a robotic process. I value the conversational aspect of it. I'm a chatterbox, you know. I want my videos to feel like a laid-back, candid Facetime chat with a good friend. I may come across as being a little gossipy sometimes, but gossip isn't always a bad thing, right? I heard on a TED talk that gossip was an evolutionary trait that helped our ancestors build and sustain their tribes.
So you could say my content creation brand is heavily influenced by my personality. Drawing people into my world, simplifying complex topics, and engaging in a bit of harmless chitchat - that's my sweet spot.
Clemyntine’s creator studio setup
What is your content creation process?
Content creation for me isn't a straightforward process. Like many folks who juggle many thoughts at once, especially having ADHD, I’ve used an awesome platform called mymind.com. It's a digital tool that assists me to organize those rapidly firing thoughts into neat, accessible notes. Think of it as digital note cards that can be expanded and contracted as needed.
The key to my content creation is a running list of potential topics, constantly updated and stored on my phone and computer. Based on current trends or events from this list, I select a topic that's in sync with the times. For instance, if Kanye West ended up in a lawsuit last night, you can bet I'm crafting a video about it today.
The next step involves research. Once I've zeroed in on a topic, I head to mymind.com to gather resources. This could be articles, podcasts, or even court documents if applicable. I’ll dig right into the actual legal papers for the real details, like I did with the Diddy situation and the DJ Akademiks lawsuit. I’ll even pay for legal papers if needed. If no documents are available, I try to go through as many articles as I can, noting down the crucial points and thoughts.
This research is then transformed into a script - a more digestible, user-friendly version of the complex info. This is the part that takes the most time. It's essential to highlight only the core details, keeping the video duration in check. The aim is to deliver maximum information in a crisp, concise manner. I usually go over my script multiple times to ensure it’s as refined as possible.
Once that’s done, I look for relevant images, often from Google or Getty Images, to provide that visual connection for the audience. These are airdropped to my phone and my workspace is set, my phone in hand or on a stand, and script on my monitor (no teleprompters needed). I tend to improvise a bit at this stage, but always ensure the core message is intact.
Recording is the most challenging part for me no matter how long I've been at it. The video length might end up being just 3 minutes, but the process, including editing and captioning, takes up to 3 hours. It's even an achievement on my part if I can post one video a day, considering I juggle a full-time job.
In the end, it's about creating a balance. I try not to be too hard on myself when I don't meet the perceived 'standard' of posting several videos a day. As a creator, I believe it's super important to allow yourself some grace and maintain your sanity rather than adding stress. After all, content creation should feel like a joy, not a chore.
What is your marketing & promotion strategy? How are you growing your brand?
I sincerely think what makes me and my clemyntine brand stand out in my niche is my approach in conveying complex ideas in a more manageable, digestible and engaging manner. This approach, I believe, is what creates a pull towards my content.
My growth strategy relies heavily on staying current and discussing topics that are relevant to my audience. I make an effort to focus on issues that my viewers find riveting or even topics they suggest in the comments.
Besides, I also tend to explore some unconventional, niche topics related to pop culture. This could be a forgotten event, something that provokes nostalgia, or something that was a huge moment but has somehow faded from memory.
Another part of staying relevant and growing the brand involves staying authentic. There's a lot of UGC content out there that's breathtakingly beautiful, but it just doesn't resonate with me, you know? I want my content to feel real, to feel like me. I'd rather have an open conversation, where I talk, and people listen, and then we engage in a dialogue.
It's always amazing reinforcement to see comments from followers who were eagerly waiting for my take on a certain subject. And while some might think discussing pop culture or celebrities is frivolous, I find it's these lighter, entertaining subjects that often engage the most interest. After all, people are diverse, they care about varied things, and as long as my content is making them think or entertain, it's serving its purpose.
How do you engage with your audience?
I see audience engagement as a two-way street - I provide content as clemyntine and in return I get wonderful feedback, perspectives, and sometimes, entertaining interaction. I'm always on the lookout for comments, messages, and anything in between that comes from my followers. Honestly, it can sometimes be a bit overwhelming, but it's a kind of chaos that I've come to love.
I make it a point to respond to as many comments as I can, usually 15-20 minutes after I post a video. It's a fun post-upload ritual, and then I routinely check back in multiple times a day to like and reply to any comments. Sometimes I reply in the comments, but other times I go as far to upload a response video - it's all about keeping things varied and interesting. But the bottom line always is building a community of connection. I find it off-putting when creators don't engage with their audience - that's just not my style.
I'm also a strong believer in maintaining a sense of unbiased discourse in my content. I think it's important for people to form their own thoughts and ideas. This is why, when I discuss topics like the Kendrick and Drake beef, I keep my personal opinions on the side. You guys are smart and capable of forming your own judgments, and I trust that.
However, it's inevitable to have differing opinions on certain topics, like when I recently called Eminem a loser for name-dropping Megan Thee Stallion in his new song. Man, did the Eminem stans show up in the comments section big time. It wasn't the most comfortable experience, but it was definitely entertaining to see so many passionate points of view. It's not about fighting or arguing but rather understanding and learning from each other. In the end, we're all here because we love the same things and want to engage with others.
How have you monetized your business model?
At the start, I was kind of wary about monetizing my online presence as clemyntine. There's this massive shift towards making social media platforms like Instagram and TikTok into shopping portals. As a user myself, I always found it off-putting when I saw someone blatantly promoting a product. It just didn't seem genuine. So, I stayed clear of any external monetization for about a year. I was purely relying on what I made through the TikTok creator fund.
Then, two months ago, I decided to test out brand partnerships. And what changed all of a sudden? Well, I simply put my email address in my bio. Out of nowhere, I was getting approached by big-name brands and major marketing agencies where there was nothing coming in before. It's funny how such a small change can make a world of difference.
“If everyone’s suddenly tired of listening to me rant about the latest internet trends - cool, I’ll find something else. Maybe I’ll talk about bird watching. But the point is, I’ll adapt, I’ll shift, I’ll move, and always be creating.”
Since then, I've secured two brand partnerships and I'm currently juggling a third and fourth one. That being said, I refuse to promote something that I won't personally use or something that doesn't align with my brand image. Take my eye glasses, for instance. I get tons of questions about where I got them from. So, when an eyewear company approached me for a brand partnership, it just felt right.
It's an interesting transition, as I was staunchly against such partnerships initially. But when I landed my first deal and saw the revenue coming in, I understood the potential this industry holds. Trust me, there's a lot of money on the table already, it's all about branching out and seizing the opportunities that come your way. In the end, though, authenticity matters most.
The shift has been dramatic. I've gone from being wary of monetizing my platform to fielding offers from big brands such as Spotify. The potential to go full time with content creation is definitely there, but I'm a cautious person. The idea is tempting yet daunting. For now, I'm just happy exploring new avenues all while staying true to myself and my brand.
What are your biggest lessons learned & challenges faced?
Looking back, it feels like there are tons of things I could share about the unexpected lessons learned and challenges I’ve faced. Perhaps the most key lesson I've picked up is the importance of authenticity. You know, in this world of endless content, it's easy to lose yourself, trying to figure out what will make people listen.
Early on, I experimented with different types of content, but it all felt kind of flat. Then I realized, when I spoke about things that truly interested me, it resonated with people so much better. It was a bit of a learning curve, but now I know that authenticity is the most important thing.
Just as important was learning how to navigate TikTok’s system - it’s a unique beast to handle all by itself. It's sometimes a bit unpredictable - I'll wake up and find some of my videos disqualified for "originality", which is quite baffling as all I really do is talk. The best way to handle this? Appeal, keep track of your analytics, and stay on top of your videos.
A big challenge, and also a massive learning lesson, was the importance of consistency. I found that taking a break from posting caused my next video to underperform quite drastically. It felt like I was starting from scratch all over again, practically begging TikTok to share my content. So, remaining consistent with your postings shouldn't be taken lightly.
In looking at brand partnerships, your analytics are crucial, which cannot be overstated enough. Brands want to know about your performance, and being negligent, like I was, could land you in what feels like TikTok jail. Imagine my surprise when I found out that my perceived drop in engagement was due to a disqualification of my videos by mistake. So, stay up-to-date with what's happening with your videos.
Bottom line, creating content on TikTok is a serious business. Sure, you're having fun and people find your content entertaining, but it's a long, demanding process. You need to put in lots of hard work and mental energy. It's not just about the laughs and the views, it's also about keeping a keen eye on the back-end stuff - analytics, algorithms, rules. Stay ahead of TikTok, and you'll be sure to see the rewards.
What technology & tools do you use?
I'm absolutely smitten with mymind.com. Fact is, it's as though someone fashioned a digital brain for me that conveniently holds everything in one place. Searching for anything, let's say "Katy Perry", is a cinch. It'll display every note, snippet of conversation, or article I saved about her. For me, mymind.com just hits different - I mean it's chef's kiss.
When we shift gears to the video side of things, CapCut sneaks into the picture. Occasionally, I use it, but if I'm honest, most of my video recording and editing is done directly on the TikTok app. It's basic, sure, but it's super handy and incredibly efficient. Why fix what ain’t broke?
It’s not strictly a tool or tech, but an absolute must for me is my little square light. Yes, it's not a fancy-schmancy ring light, but this little light of mine is a gem. My home isn't exactly blessed with the best natural light, so this device is my knight in shining, well, light. It provides just the right brightness I need to ensure my videos are clear, crisp, and that I'm well portrayed.
My toolkit might seem pretty stripped back or 'bare bones' to some. But hey, it’s functional and fulfills what I need as clemyntine. I've got mymind.com for jotting down thoughts and scripts, my phone and a phone stand for shooting videos, and my little square light for perfect illumination. I also use the Wayback Machine a ton for old news, articles, and photos. Overall my tools are straightforward, efficient and just the way I like them.
What future plans & goals do you have for your creator brand?
The future of clemyntine is all about expansion and deeper connections. I'm excited to say that I have plans to inject more of my personality into my content, sharing personal stories and experiences that will allow my followers to get to know me beyond just my educational content.
I've seen that posts about my family, my hair routine, even safety tips for women in their own homes have garnered positive responses. It appears that my followers enjoy seeing the "real me" as much as they appreciate the knowledge I share.
I think I'm funny - at least my followers seem to agree - and I believe this fun, lighthearted approach to creating content makes me relatable and approachable. I plan to continue this, adding more personal videos to my content library, videos that give you a peek into my day to day life. I love the idea of not just being this 'online figure,' but a friend people can connect with and learn from.
I’m also looking into platform expansion. A lot of folks have been suggesting I try other avenues, and I've thought about it too. YouTube interests me, specifically for its capacity to host longer content - tutorial videos, perhaps, or in-depth discussions. Podcasting really appeals to me as well. I've had messages saying people would love to hear me on a podcast, even suggestions to try ASMR, which could be an exciting new venture too.
In the short term, I envision myself co-hosting a podcast with another creator, someone who also has a big personality and a sense of humor. But for now, as I continue to negotiate brand collaborations, I don't want to overload myself.
However, expanding into other platforms like YouTube and podcasting definitely sits high on my list of goals.
Overall, I forecast more personal content for deeper connections, possibly a cross-platform expansion, and lots of fun and learning along the way. I'm excited about what lies ahead for my brand, and I can't wait to take you all on this journey with me.
What advice do you have for aspiring content creators?
It sounds cliché as hell, but just do it. I'm being real with you, just start. Dive into your creative mind, hit that record button, and pour your heart out. Remember, your first video doesn’t have to be perfect. You might find that your initial content isn't exactly what you want to do. If that happens, don't sweat it. Just pivot. Start over. There's no harm in that. It’s like molding clay, you can reshape it until you get your masterpiece.
The key thing here is to get yourself out there. Start conditioning yourself for this industry. Learn to talk to the camera like it's your best friend. Spend time understanding what captions work, what doesn't, and what strikes a chord with your audience. I bet every content creator you ask will give you the same advice, and that’s because it’s so true.
And let me tell you, don’t be me. It took me nearly seven years to post my first video. Just think where I'd be now with clemyntine if I'd started when the idea first popped into my head. So, if you've got the passion, just get started. There’s no better time than now.
I remember when I had about 99 followers, and I made this random video about MySpace beef between two big celebrities when MySpace was still a thing. Guess what happened? It got a million views. Then I gained thousands of followers overnight, reaching a follower count I couldn't have imagined. From then on, I kept making content, got into the TikTok creator program, and received millions of more views. But I never would’ve known the possibilities if I hadn’t taken the plunge.
“Because in the end, it’s all about sharing the things we find interesting and having a good laugh.”
But as you start to gain traction, don’t be afraid to look back at your older content. You might cringe a bit, like I did when I realized how slow I was speaking in my older videos. But that’s all part of the journey, right? This introspection helped me to speed up my pace and deliver even better content.
In the end, your journey into content creation might be rocky and filled with challenges. But embracing those challenges and learning from them is what's going to catapult you onto the map. So, are you ready to take the leap?
I also don't envision content creation disappearing anytime soon - we're always going to need it. It could be on TikTok, YouTube, or some cool new platform that pops up outta nowhere. For example, the new Lemon8 app - creator’s are exploding over there with loads of content and it's pretty wild.
But let's be real about it. The key to surviving as a content creator in this unpredictable online world is adaptability. You need to build an audience, connect with them, resonate, and be ready to lead your audience to new horizons when necessary. The fact is, we're practically glued to our phones these days, and social media is as much of our life as grabbing a cup of coffee in the morning.
But it’s not just about surviving. As creators, we need to maximize the potential out of these platforms. If I had started on Vine or YouTube years ago I’d be in a different place than I am now, but you can't live life in reverse. So here we are, creating, adapting, and always looking out for the next big thing. If everyone's suddenly tired of listening to me rant about the latest internet trends - cool, I'll find something else. Maybe I'll talk about bird watching. But the point is, I'll adapt, I'll shift, I'll move, and always be creating.
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Kimberly (aka clemyntine on TikTok) breaks down her pop culture creator brand, and shares how she generates millions of views by getting her followers to tune into the latest celebrity gossip…