How CSGEnterpise Niched Down and Grew a TikTok Following to 200K+ Subscribers

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

Hey everyone, I'm Griff, the founder of CSGEnterprise, an ATM company based in the eastern United States. Through my content, I offer a glimpse into the daily operations of my ATM business while also sharing insights into finances and general business know-how. With five years of content creation under my belt, my primary platforms are TikTok, YouTube, and Instagram, though TikTok takes the lead.

My brand's aim is to be relatable and promote what I see as essential corporate values worldwide. With a team of about 8 employees, I often highlight our interactions, company policies, and the experience of being a Gen Z business owner.

I've noticed a strong interest in the idea of a "lenient" business owner. Many people compare it to their own work environments, where older bosses might not prioritize work-life balance. By showcasing my day-to-day business operations and interactions, I've tapped into a niche that resonates with online audiences.

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

CSGEnterprise was born out of inspiration from online creators sharing their daily lives on platforms like TikTok. Seeing others succeed with real estate, vending machines, and small businesses, I thought, "Why not showcase my own journey?" That's when I started documenting my ATM business.

It all started when I got fed up with ATM fees at a gas station. I thought, "I could do this." After some free apprenticeship and research, I got my first machine, even though it barely made any money at first, sitting in a pizza joint. But I didn't give up. I kept reinvesting until I had over 100 machines spread across Virginia, DC, and Maryland, and a team of eight.

“I always imagine looking back and saying ‘Yeah, I tried it, but it didn’t work’ rather than ‘Dang, what if it did work?’ So just post it.”

Then came the content creation part. I stumbled into it with a viral TikTok that got me to 10,000 followers. But then, for some reason, I ghosted. I revamped six months later with another ATM-focused video that blew up even bigger, bringing in 250,000 followers. That's when I realized there's serious cash to be made from content creation.

Content not only boosted my ATM business but also paved the way for my consulting gig, where I help others dive into the ATM world and tackle money transmitter licensing. It's been a wild ride, but I wouldn't be here without those first shaky steps into the content world.

What is your content creation process?

My content creation process for CSGEnterprise is pretty straightforward. When something interesting or important comes to mind, like a business idea, I simply open the camera and start talking about it.

I'm not great at talking for long periods, so my videos usually follow a pattern: I speak for a few seconds, pause to gather my thoughts, speak for a bit more, pause again, and then continue. This means there's minimal editing needed. Whatever business or finance topic crosses my mind, I'll turn it into a video.

Managing content creation doesn't take much time away from running my business. When I started making videos, my ATM machines were mostly running on autopilot, needing only a monthly refill that took around 5 hours. So, I had plenty of time the rest of the month to create content and find a balance.

The only time I plan content is if I know I'll be away or on vacation, preferring to spend time with my family. Then, I might film multiple videos in one day to schedule for the future.

But most days, I wake up, get ready, and make a video. If you see a freshly uploaded video on my channel, chances are I just filmed it.

My biggest motivation for creating content is my community. I love interacting with my fans, whether it's being recognized in public or helping them online. Building this community and assisting people is incredibly rewarding and keeps me moving forward.

On the financial side, my TikTok channel generates a significant income for someone my age. The pressure to consistently upload videos stems from knowing that slacking off could affect my income and ultimately impact my family's finances. While this is a strong motivator, it's not the sole reason for my success.

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

One of the key lessons I've learned from my experience with my old CSGEnterprise TikTok channel, before it was banned, is the importance of personal branding. Initially, I focused on promoting my company as the brand, but I realized that making myself the focal point was a far more effective strategy.

Take Apple, for instance. While the company itself is prominent in marketing, it's the tangible product, like the iPhone, that grabs attention. Tim Cook, as CEO, isn't as captivating as a smartphone. By shifting the focus to myself as the brand, I found it easier to connect with my audience.

When it comes to content creation and marketing, experimentation is crucial. Constantly testing the algorithm is essential. For example, if a video about my ATM business receives only a fraction of the views compared to a previous video, it's a sign that the audience is losing interest.

In response, I switch up the content, perhaps by showcasing interactions with my employees in a fun and engaging manner. This not only revitalizes interest but also helps me connect with my audience on a more personal level.

By being adaptable and willing to try new approaches, I've seen a significant improvement in engagement. Initially struggling to garner even a hundred views per video, I now see tens of thousands of views, even on my less successful posts. This journey has taught me the importance of constant innovation and never becoming complacent in the ever-evolving landscape of social media.

How do you engage with your audience?

As CSGEnterprise, one of the things I truly enjoy is conducting daily giveaways. It's not about grand gestures like giving away a PS5 every day, but rather about simple acts of kindness, like asking people what they need from the gas station or offering to cover their groceries or dinner. Each day, I select 2 or 3 individuals from my community to receive a little something to help them out.

One particular interaction that remains vivid in my memory is with a woman who reached out to me. She had just paid all her bills for the month and found herself with only $7 to feed her four children for the night. In her message, she expressed her uncertainty about whether I would even see her ask, but she hoped for any assistance I could provide.

By some stroke of luck, I stumbled upon her message just ten minutes after she sent it. Without hesitation, I sent her $70 so that her family could enjoy a pizza party. The sheer joy on the faces of her children was priceless.

It's moments like these that reaffirm the value of what I do as a content creator. I had the opportunity to brighten the day of that mother and her kids, providing them with something they wouldn't have been able to afford or experience otherwise.

How have you monetized your business model?

Monetizing content creation often hinges on securing sponsors. While views on platforms like TikTok can generate some income, it typically takes substantial viewership to sustain consistent earnings.

The reality is, income can fluctuate significantly. You might earn $60K one month and only $500 the next. Relying solely on views isn't reliable. Initially, I was making around $150 to $200 a month from views alone. However, things changed when brands began reaching out for partnerships. This opened up a lucrative avenue, especially with companies willing to invest heavily in creator marketing campaigns.

“Instead of making my brand the company, I figured out that it’s a much easier selling point to make yourself the brand.”

At one point, I was making $30,000 a month from sponsorships on TikTok alone, primarily through deals with companies like CSGEnterprise. To reach this level, I consulted with social media teams to understand the requirements. They indicated that sponsorships tend to increase significantly once an account reaches around 200K followers.

Essentially, follower count and engagement are crucial factors, along with niche specificity. For instance, in niches like beauty and cosmetology, converting young followers into sales can be challenging. However, in broader niches like finance and business, where problems are relatable to a wider audience, the conversion rate tends to be higher. This understanding is key to effectively monetizing content creation.

What are your biggest lessons learned & challenges faced?

The biggest challenge I faced was the sudden banning of my CSGEnterprise TikTok account, boasting over 250,000 followers. It was a massive blow that left me discouraged for a good 2 or 3 months, leading me to stop content creation entirely.

The lack of explanation for the ban still baffles me to this day. One morning, I discovered that 50 of my comments from two years prior had been reported simultaneously, leading to the abrupt ban of my account.

I have my theories about what might have happened. It's possible I fell victim to a ban group scheme, where individuals pay others to mass report channels, resulting in bans. While I lack concrete evidence, the sudden surge in reported comments within a short time frame hints at something like that.

Fortunately, I hadn't placed all my eggs in one basket. Despite the setback, my ATM business continued to thrive. Nonetheless, losing the $30K monthly income from TikTok was a significant blow. Regardless of financial stability elsewhere, such a loss stings deeply and really tested my mental strength.

Furthermore, this experience taught me a crucial lesson about capturing and retaining audience attention. Initially, I would introduce myself and my ATM business, but I quickly learned the importance of starting with a hook.

For instance, sharing how I make $10,000 a month while enjoying late mornings doing a whole lot of nothing instantly attracts viewers. Learning to structure videos effectively and keep viewers engaged is key.

Lastly, I can't stress enough how much I cherish the community I've built. On my previous account, we fostered a Discord server with over 300 members. It served as a hub for sharing advice on various topics, from starting side hustles to navigating tax matters. Building this supportive community remains one of the most rewarding aspects of my TikTok journey.

What technology & tools do you use?

I keep it simple with my gear for CSGEnterprise. It's just me and my iPhone, along with a $30 wireless mic – nothing fancy, but it gets the job done.

Despite my minimalist setup, I do like to stay in the loop with the latest TikTok trends. Thanks to my younger cousins and siblings, who are always sending me videos, I'm constantly bombarded with the latest sounds, topics, and trends. They're like my personal trend scouts, always keeping me informed on what's funny, current, and cool.

Whenever they send me advice on which videos to react to or trends to hop on, I pay attention. Their input helps me know which sounds to incorporate and which trends to follow, ensuring my content stays fresh and engaging. So, in a way, I owe them for keeping me young and in touch with what's happening in the TikTok world.

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

My primary goal is to regain the follower count I had on TikTok with my old CSGEnterprise account. That's a major focus for me. Additionally, I aim to expand my community even further because I aspire to become a motivational speaker. Building a supportive community that resonates with my brand is crucial for this pursuit.

I'm passionate about helping others along my content journey and wherever my path leads. Hosting public meetups with my fans and engaging with them directly is something I look forward to, as it allows me to give back to the community that supports me.

Another exciting venture on the horizon for me is entering the real estate industry. This step will mark a significant milestone in my journey. Overall, I'm thrilled about the various opportunities and projects I have lined up for the near future.

What advice do you have for aspiring content creators?

Just go for it. You're going to face ridicule and teasing, that's just part of the journey. Many successful creators on TikTok endured months of mockery before hitting it big. I've been there too—I started with 8,000 followers and faced constant mocking while posting twice a day.

But look at those creators now, some with millions of followers. Who's laughing now? You never know what's going to catch on, what people will find interesting. It's better to try and fail than to wonder "what if." So, just post it.

“If you’re willing to put in the work and you’re willing to get over that huge hurdle, then I 100% would recommend making content”

As for recommending this career path, it's a tough call. Honestly, not everyone has what it takes. It's a lot of work, contrary to popular belief. I receive around 200 emails daily, and managing content is no joke.

Posting three times a day is demanding, especially if you're juggling a job. It's stressful and often disheartening, especially when you're not making money at first. But if you're willing to grind and push past the initial hurdles, then yes, I'd recommend it.

The future of content creation looks promising in terms of growth, but it's also becoming increasingly difficult to break into. Platforms like TikTok, YouTube, Instagram, and others are facing scrutiny and potential regulation. This could make it harder for new creators to shine and for platforms to support them financially.

So, while I see content creation expanding, it's also becoming more exclusive. There's never been a better time to start, but it's crucial to be aware of the challenges ahead.

How CSGEnterpise Niched Down and Grew a TikTok Following to 200K+ Subscribers

From ATM entrepreneurship to content creation success: Griff’s (aka CSGEnterprise) unconventional path to financial and time freedom…

Creator Brand: CSGEnterprise

TikTok: 250K+ subscribers (account currently banned)

YouTube: 1.05K subscribers, 4K views

Full time creator: Yes - content creator & entrepreneur

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