Woman playing the piano in the woods

How TikTok blew up my business (and helped me find my niche)

When the UK went into Lockdown, wedding pianist Nicole Reynolds had to look for alternative ways to generate income for her business.

So she turned to TikTok – a social media app she’d previously dismissed as being for teenagers dancing and lip syncing.

In this interview, you’ll find out how Nicole grew her TikTok following to more than 70k in just six months. And how it’s helped her find new sources of income – along with a new (and unexpected) niche.

Key moments

[2:38] How the TikTok algorithm works

[3:34] Why wedding pianist Nicole started using TikTok

[4:10] Where Nicole finds content ideas for TikTok

[7:54] Nicole’s ‘breakthrough’ TikTok video that’s had 240k views

[12:04] Where many businesses go wrong with niche

[15:35] How Nicole generates income from TikTok

[17:50] Nicole’s advice for business owners getting started on TikTok

[21:00] The amount of time it takes Nicole to plan and create a TikTok video

[22:16] Hashtag strategy for TIkTok

[23:00] TikTok tech overwhelm: how to handle it

[24:06] Nicole’s experience of haters/trolls – and how she deals with it

[29.27] Some tough love from me about this podcast episode

Useful links

Nicole on TikTok

Nicole on Instagram

Nicole on Facebook 

Janet Murray’s website

Janet Murray on Instagram

Janet Murray on Facebook

Janet Murray on TikTok

Janet Murray on Twitter

Janet Murray on LinkedIn

Janet Murray’s Audience Growth Quiz