Define Your Niche and Personality
Pick a niche: Top-selling creators are niche-driven. Find your lane and commit to it.
Pick a personality: Whether it’s your authentic self or an amplified version, consistency builds trust.
Let the data guide you: If one product or type of content continually performs well, your niche might be choosing you.
I originally thought health was my niche, but quickly plateaued in sales after going viral a few times. That’s when I realized my followers wanted more than just health updates — they were connecting with me personally, and I needed to lean into that.
We often use the term “Influencers” to describe people with significant social media followings on platforms like Instagram, Twitter TikTok, Youtube, Linkedin and Facebook. Influencers have become today’s media titans, sought after for everything from product placements to timely trends. What’s the difference between influence and impact? Fans and followers? Sizzle versus staying power?
In this interview series, called, “How To Cultivate Community In A Click to Connect World” we are talking to influencers about how they define success and what we all need to discover about the true nature of influence. As a part of this series I had the pleasure of interviewing Grayson Finks.
Grayson Finks is a 20 year old creator exploding in popularity on TikTok (here) who has created a fashion business empire, blending healing, hustle, and high-performing content by mastering how to sell through TikTok Shop. Based in Charleston with her golden retriever Beau, Grayson now shares over 10 shoppable outfit videos a day and leads a growing audience of 175K+ followers who come to her for fashion finds, mental wellness inspiration, and motivation. Her content bridges style, sobriety, and self-discipline — and she’s helping define what Gen Z creators can look like when they lead with purpose.
Thank you for making time to visit with us! Our readers would love to get to know you a bit better. How did you discover your career path and what got you to where you are today?
Thank you for having me! The short answer is: I didn’t discover my career path — it discovered me. Growing up, I was convinced I’d be Gen Z’s version of Meredith Grey. But two months into my neuroscience degree, I was humbled to find that I couldn’t even take care of my own body, let alone a patient’s. I’d come from a small-town, private school, tight-knit friend group — where going out on weekends felt like the highlight of the week. Eventually, I lost focus, started chasing other people’s approval, and by the time I hit college, I was coasting through life, totally disconnected. Looking back, I recognize that God will destroy what is going to destroy you — and that’s exactly what He was doing in my life at the time. I was so sad and purposeless, the only way I knew how to be okay was to lean on alcohol. That spiral led to three hospitalizations in the first two months of freshman year with acute liver disease. After a hard reset — and by reset, I mean multiple rehabilitation centers, additional hospitalizations, and the death of a loved one — I finally started focusing on my health. That journey became the first thing I ever shared on TikTok Shop. After giving up alcohol cold turkey in January 2024, my face completely changed. My liver levels had been so high, I was almost unrecognizable three months later. The first video I made about that transformation (and how a TikTok journal helped me along the way) hit 15 million views. Sales followed, and I thought, “Okay, maybe there’s something here.” So I ran with it — and haven’t stopped since.
What’s the most important lesson you’ve learned along the way that influences how you operate now?
God opens doors that even your most polished, hardworking, and determined self couldn’t force open. I’ve learned that my job is to show up, complete the day’s tasks, and let Him handle the rest.
We’re all searching for some good news. How are you using your platform to make a positive social impact?
One of the biggest perks of TikTok Shop is also one of the biggest challenges: we get a lot of samples. I’m so grateful, but it can get overwhelming — and honestly, a little wasteful. So I do my best to give those clothes a second life. I regularly package giveaways and send them to girls across the country. I’ve given away almost 150 pieces of clothing so far. Just because I used something once on camera doesn’t mean it can’t make someone else feel amazing.
Many of our readers are influencers as well. Others have tried and have yet to succeed. What words of advice would you offer to aspiring influencers, knowing what you know now?
Post like your future depends on it — because honestly, it might. You have to get over the fear of what people might think. If I’d let nerves or self-doubt stop me from posting, I wouldn’t even have a TikTok account today. Consistency matters more than confidence. Show up anyway. You can’t go viral from drafts.
Success is often a matter of perspective. I’ve always resonated with Henry David Thoreau’s quote, “It’s not what you look at that matters, it’s what you see.” How do you see success — or define success — for yourself now?
I made over $350,000 at 20 years old in under a year, but that number didn’t define me — my habits did. I quickly learned that success isn’t something you stumble into; it’s something you build, brick by brick. I used to pick apart my analytics and comments to determine if my content was “good enough.” This self critiquing process does nothing but waste time and effort. A watched pot never boils, so I stopped watching! TikTok is special because the audience is so comfortable with you, that they don’t discriminate between your ads based on the effort that you put into them. Most of the time, the videos I spent the least amount of effort on performed the best. Now, posting ten videos a day is as much a part of my routine as brushing my teeth. The goal isn’t just to go viral — it’s to become the person you promised yourself you’d be. And when you follow through on the habits that get you there? That’s the win. Everything else — money, followers, brand deals — that’s just extra.
What are your strategies to make room for who and what matters most?
I treat content creation like a job: there’s a start time and an end time. Mornings are for getting ready — coffee, skincare, makeup — and then I clock in. I plan outfits, film TikTok Shop ads, prepare for campaigns, meet with brands, do voiceovers… and once I’ve hit my video goal, I clock out. Every evening, my boyfriend and I take our two dogs to the Charleston waterfront dog park. It’s a little community of regulars, and it’s the best part of my day. I get to just be — no filming, no editing, no pitching. It reminds me that life happens outside the algorithm, and that’s what I’m really working for.
How do you reduce or mitigate stress?
In the past, stress ruled my life. Anxiety would completely shut me down. But when I lost everything in the fall of 2023 — my health, some of my closest relationships, even my sense of identity — I realized something: stress is a privilege. Back then, I wished my biggest worry was whether my shoes matched my bag. I would’ve loved to be overwhelmed by deadlines, because it meant I had work I cared about. Now when I feel stressed, I take a second and remember that I prayed for this life. That mindset shift makes all the difference.
I’m going to try a few of your tips, and I’m hopeful our readers will, too. Now it’s time for the big reveal — the moment our readers have been anticipating. What are your “five strategies to cultivate a large & engaged social media community?’
1. Define Your Niche and Personality
- Pick a niche: Top-selling creators are niche-driven. Find your lane and commit to it.
- Pick a personality: Whether it’s your authentic self or an amplified version, consistency builds trust.
- Let the data guide you: If one product or type of content continually performs well, your niche might be choosing you.
- I originally thought health was my niche, but quickly plateaued in sales after going viral a few times. That’s when I realized my followers wanted more than just health updates — they were connecting with me personally, and I needed to lean into that.
2. Invest in Yourself First
- Invest early: Until brands notice you, act like your own sponsor. Buy and promote your own products, create great content, and prove your value.
- I was given zero free samples at first. I scrolled for hours in the TikTok Shop trying to discover the next viral piece and spent my own money on massive hauls to grab people’s attention. Soon, brands started coming to me instead.
3. Build Momentum with Strategy
- Capitalize on viral moments: Respond to P or P comments — Problems or Praise — to stretch engagement and the lifespan of your content.
- Reuse what works: Take a winning product or format and slightly change the visual style or edit to test for new waves of success.
4. Prepare Ahead & Stay Relevant
- Plan two months ahead for seasonal trends: Holiday content, summer drops, or back-to school? Get ahead of the calendar.
- Monitor your account status: Know where you stand to avoid shadowbans or unexpected suspensions.
- I’ve lost my marketing privileges on TikTok multiple times due to AI content moderation, which sometimes flags content incorrectly. Don’t panic — appeal those violations.
5. Network & Expand
- Start building brand relationships now: When you organically mention brands (like Pacsun, Edikted, Princess Polly), they notice — and often reach out.
- Past results attract future offers: Brands trust creators who can prove they move product. So, fake it till you make it!
- Collaborate with other creators: It builds reach, credibility, and community.
- The first six months of my TikTok Shop journey, I was surrounded by close friends who were also building their brands. That small community — just 5–10 people — was vital for my consistency and motivation.
What do you do to create a greater sense of connection and community among your fans?
My followers trust me because I show up for them. I may not be someone who shares every detail of my daily life, but I give everything when it comes to what I do best: affordable fashion, styling ideas, and direct links to pieces they can actually buy and wear. It’s not about oversharing — it’s about delivering. And the community that’s grown from that is one of the kindest, most supportive groups of women I’ve ever known.
As an influencer, you are, by definition, a person of great influence. If you could inspire a movement that would bring the most amount of good to the most amount of people, what would that be? You never know what your idea can trigger.
If I could inspire a movement, it would be one that helps turn overconsumption into opportunity — by connecting the excess in influencers’ and women’s closets with communities in need across the country. The idea is simple but powerful: we all have more than we need, especially in the world of fashion. Influencers in particular are constantly receiving gifted items and samples, many of which are worn once or never at all. Rather than letting those pieces collect dust or contribute to waste, this movement would invite women — especially creators and public figures — to give those items a second life. Here’s how it would work: influencers (or anyone with high-quality clothing to give) would donate their gently used pieces. But instead of it being a silent, anonymous process, they’d film themselves going through their closets, explaining how they styled certain pieces, why they’re letting them go, and what that item once meant to them. Each item would be tagged with a handwritten note or personal message — something encouraging or heartfelt for the person who ends up receiving it. These stories would not only add a deeply human layer to the donation, but also inspire others to do the same. The clothing would then be shipped to a centralized hub where it’s sorted, organized, and distributed through community-based pop-up events or directly to schools, shelters, and local nonprofits. These events wouldn’t feel like hand-me-down lines — they’d feel like curated boutique shopping experiences where recipients can “shop” stylish, well-cared-for pieces in a dignified and empowering environment. It’s about the experience, not just the clothing. Ultimately, the movement is about redistributing abundance. It’s about turning something that often carries guilt — excess, waste, impulse purchases — into something generous and life-giving. And for the recipients, it’s about more than getting a new outfit — it’s about feeling seen, cared for, and uplifted by a stranger who wanted them to feel their best. This isn’t just about clothes. It’s about connection. It’s about making generosity visible and cultural. I want to normalize giving in a way that’s personal, creative, and good for the environment.
We are very blessed that some of the biggest names in Business, VC funding, Sports, and Entertainment read this column. Is there a person in the world with whom you’d like to have a private breakfast or lunch with, and why? He, she or they might just see this. 🙂
I would do anything to have a homemade breakfast with my Nana at her farmhouse again. I have so many questions for her. I would love to show her what I’ve done with my time since she passed.
What is the best way for our readers to further follow your work online?
My TikTok is @grayson.finks and my Instagram is @graysonfinks. I hope this is just the beginning of my journey online — and I’d love to help and inspire as many people as possible along the way.
Thank you for these thought provoking insights. Here’s to your continued success!
Influencer Grayson Finks On How To Build A Large, Loyal, & Engaged Social Media Community was originally published in Authority Magazine on Medium, where people are continuing the conversation by highlighting and responding to this story.