Case Study | Dance TikToker-Charli D’Amelio

Without any doubt, TikTok is quite popular among teenagers, especially Gen-Z. They love to create funky videos, use funny filters and upload them. Luckily, their videos get maximum views and become a celebrity overnight. Charli D’Amelio is one of them and the first TikToker who has reached 50 million followers in just seven months. She received fame from her simple dance moves that attracted millions of followers to her videos. For her, it was just dance steps and part of her routine.

This case study is all about her engaging content creation and how she went viral on TikTok. Also, learn how you can do the same for your business. Move ahead to know about it.

Part 1. Who is Charli D’Amelio?

She is an American TikToker or you can say social media star. Before starting her career on TikTok, she was an enthusiastic dancer. In 2019, when she started posting her dancing videos on social networking site, she started to trend in a short time. Since then, her followers have been unstoppable to date. This made her rank number 1. She is the first person to earn both 50 million and 100 million followers on TikTok and was the second-highest earning TikTok personality in 2019 according to Forbes.

Even today, her fan following is more than 135 million and 10.8 billion likes. Her TikTok handle is @charlidamelio. On Instagram, the 17-year-old social media star has 47.9 million followers. Charli is a blue-tick verified influencer both on TikTok and Instagram.

Part 2. How did Charli D’Amelio get so famous on TikTok?

Her beginning

You might be thinking of her as an ordinary girl. But of course, she has something extraordinary that made her the biggest TikTok star ever. On 30th March 2019, she uploaded her first video which was just lip synchronization of a joke. In July of the same year, she made a small video on the way to her dance classes and named it “Made with Joy” along with one more user. It was an instant hit as it was a simple video based on a dance tutorial.

Reasons for her popularity

  • Youngest TikToker with millions of followers in a short time.
  • There is consistency in uploading her videos on TikTok.
  • She knows the right timings to upload the videos on TikTok.
  • The videos go this viral that viewers start making memes on them.
  • Most of the videos show up on the “For you page” where you can view the videos of your choice.

Her Top 5 Viral Content

1.Renegade is a quick, multiple-step dance that includes popular moves like the woah, the wave, and the dab to the song “Lottery” by Atlanta rapper K-Camp. Charli did the trending dance with her friends. This video gathered almost 12.7 million likes, and almost 1.2 million shares.

2.Sharing the special moment with the fans

Almost, all her followers knew that she is a completely casual girl to which every girl can relate. But luckily just for her fans, she wore a pretty blue dress not only to impress the fans but as well as show her unique dance. Her whole fan community just loved the way she dressed up for them. The total likes of this video are 16.3 million. She performed the song “Get busy” by Sean Paul.

3.Along with the likes of 20.8 million and views of 180 million, the whole world started dancing to the remix song “Take you down” that was sung by Chris Brown. Although she was shooting the video in a shop but still showed all the trendy dance moves. This inspired her fans to follow the trend.

4.Almost all of her videos get viral, one of them was attempting the “Ahi Challenge”. The video starts with the swinging of the body from one side to another. Following her steps, most of the TikTokers accepted her challenge and made videos out of it. The total likes of this video were 12.8 million, with 75.7 thousand comments.

5.She praised and thanked her fans after having 99 million followers. It was also in a form of dance on the song Ariana Grande named “34+35”. The timings of this video posting were exactly after her video complaining about the 95 million fans. That was just a casual video at her dinner time. Most of the fans got upset which she later cleared. 135 million were the views of only this video.

So, it is obvious now that Charli has plenty of videos to her name that have surpassed millions of views and likes.

Part 3. How Charli D’Amelio Uses TikTok to Create Her Brand | How You Can Do the Same for Your Business?

Among all the social media platforms, TikTok is climbing the stairs of success on daily basis. Even now brands are also searching for new techniques to promote their products by using this platform. But, TikTok also became the door of opportunities for the influencers and they also reaped the benefits from it. Charli D’Amelio is one of them.

Justin Coklin, Chief Executive Officer at R.I.S.E. Online Marketing Strategies says that monetization has started from the popularity which means making sponsored content or branding some product. And Charli has followed a similar path. Let’s see what has she done in TikTok marketing and how businesses can do the same:

Which brands has she endorsed and how did the collaboration go?

  • Hollister

She and her sister Charli D’Amelio collaborated with Hollister, to create their brand Social Tourist, which is a lifestyle brand that creates trendy clothing and allows teens to experiment with their style, while exploring the duality of who they are both on social media and in real life.

She was the first teenager who was accompanying the Hollister as the “Chief Jeanalogists”. She also started a TikTok challenge named #MoreHappyDeminDance and that has gathered a total of 5.4 billion views across the globe.

  • Orsa beauty

She also released the nail polish by collaborating with the brand named “Orosa Beauty ”. The name of the collection is Costal Craze and is available in 8 varieties of shades. This definitely increased their sales as all the teen girls showed their interest in buying the product of their favorite TikToker.

  • EOS Skincare

In December 2019, she appeared as Santa in her video. Basically, it was to introduce the lip balm in her video for the brand named “EOS cosmetics”. She also began the #awesomekiss and 12 million people shared the video to accept the challenge. It is among the top brands that she is dealing with.

Marketing Strategies Businesses can learn from Charli D’Amelio

  • TikTok Influencer marketing

Being a superstar, the effect is always huge whether it was increasing sales of her brand or some other she collaborates with like Dunkin Donuts. Millions and millions of TikTok users are watching their videos on a daily basis. So, directly or indirectly users adopt the challenge and marketing of the products. Users also won’t skip the video and it will start appearing in the “For you” tab.

  • Branded hashtag challenges

If there is one thing we’ve learned from Charli is her branded hashtag challenges, as it boosted massive engagement. Branded hashtag challenges attract the users and encourage them to participate in the challenge. The engagement rate of hashtags on TikTok is 17% more than on other social networking websites.

There is also the tab of the “Discover page” where the user can find different trending challenges. Following are some of the elements that increase the effectiveness of hashtags for the brand:

  • You don’t need to worry about the sound effects and music. You associate your brand with some specific music like it can be of high tempo or some sort of energetic. All your objectives must be to engage your users with your brand.
  • Make sure your whole concept is simple and concise. It needs to be relatable and accessible to the maximum users involved in it. Your challenge should be easy in terms of copying and unique from other challenges. This can make the challenge among the trending ones and has an impact on the sales of your products.


You can call Charli D’Amelio the queen as she is ruling all over the TikTok. She earned her fame in a short time from her dance videos. She enjoyed her influencer status quite well, and collaborated with multiple brands. TikTok became a platform for her success as no matter what she was uploading, she was receiving millions of views on every video. Of course, now she is taking advantage of it and using her fame to earn money. You also follow in her footsteps to make your business successful by creating fun and engaging content on TikTok.

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