"The Intersection of TikTok Marketing and the Rise of Fat Protocols"


Hatched by Glasp

Sep 13, 2023

4 min read


"The Intersection of TikTok Marketing and the Rise of Fat Protocols"


In today's digital landscape, staying ahead of the curve when it comes to marketing strategies is essential for startups and founders. This article explores the commonalities between leveraging TikTok for brand marketing and the concept of "fat protocols" in the blockchain world. By examining the importance of finding a niche, creating organic content, and utilizing user-generated content, we can uncover actionable advice to help startups win on TikTok while understanding the dynamics of the evolving digital ecosystem.

1. Finding Your Niche on TikTok:

One of the key factors to success on TikTok is finding your niche audience. Contrary to popular belief, your niche audience is likely larger than you think. With over 60% of TikTok users being Gen Z, there is a significant opportunity to educate and engage with young women and girls in various industries. For example, a startup targeting the menstrual health market can provide valuable content that educates and supports young individuals experiencing their first periods. By identifying and catering to your niche audience, you can establish a strong brand identity and effectively communicate with your potential customers.

2. The Power of Organic Content and Consistency:

Creating viral content on TikTok is often a result of trial and error, rather than careful planning. Many founders have found that their first viral videos were unexpected or happened by chance. To increase your chances of going viral, it is crucial to create content consistently and experiment with different series, content styles, and sounds. The key is to showcase your app or product organically and authentically. For example, EdTech app Kadama gained traction after posting a tips video showing students the "Apps that helped me get a 4.0 in school." By focusing on higher production quality videos that align with your audience's expectations, you can make a cultural impact and attract more followers.

3. Harnessing User-Generated Content and Influencer Marketing:

User-generated content (UGC) and influencer marketing can be powerful tools for startups on TikTok. By leveraging smaller influencers and optimizing for volume, you can often achieve better outcomes and reach at a lower cost compared to working with a single large influencer. Notion, a note-taking and organization app, experienced organic growth on TikTok when users started sharing their creative Notion templates. This UGC-driven approach allowed Notion to tap into the network effect and gain significant exposure. When working with creators, it is essential to allow them creative freedom and not provide them with a scripted message. This approach fosters authenticity and resonates with the TikTok audience.

4. The Fat Protocols Concept and Its Application to TikTok Marketing:

The concept of "fat protocols" in the blockchain world can provide valuable insights into the dynamics of TikTok marketing. In the traditional internet stack, value is primarily concentrated in the applications layer, while protocols play a relatively minor role. However, in the blockchain application stack, the value concentrates at the shared protocol layer. Similarly, on TikTok, the focus is on creating engaging content within the platform itself, rather than solely promoting external applications or products. By understanding the dynamics of fat protocols, startups can adapt their marketing strategies to align with the platform's ecosystem and drive success.

Actionable Advice:

  • 1. Experiment with different content styles, series, and sounds to find your rhythm and build an audience on TikTok.
  • 2. Foster authenticity and trust by engaging with your followers in the comments section.
  • 3. Consider leveraging user-generated content and working with smaller influencers to optimize reach and cost-effectiveness.


As the digital landscape continues to evolve, startups and founders must adapt their marketing strategies to stay relevant. TikTok provides a unique platform for brand marketing, where the emphasis is on creating organic and authentic content. By finding your niche, experimenting with content, and harnessing the power of user-generated content, startups can effectively engage with their target audience and drive success on TikTok. Furthermore, understanding the concept of fat protocols provides valuable insights into the dynamics of the platform and its ecosystem. By combining these strategies and leveraging the evolving digital landscape, startups can position themselves for long-term success.

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