Brittin Ward works at The King’s College in NYC as Educational Ventures and Services Administrator. In that role, he helps organize several academic programs at King’s including the Summer Academy for high school students each July and the NYC Semester programs in Journalism and Theater for visiting college students from 41 partner schools.
We knew that Brittin is an aspiring actor, who stared in several theater productions at King’s and in New York City since he graduated from Kings in 2018. So we were excited to learn that Brittin has made the most of the Coronavirus pandemic by applying his theater skills and interests to a TikTok, where his videos have gained millions of views and hundreds of thousands of followers. Brittin maintains a humble and studious attitude about this social media virality. And he agreed to answer questions about what he’s learning on TikTok that other actors, creatives and journalists might appreciate.
Q - How did your life in theater change when Covid emerged last March, April and May?
A - Theater stopped--everything stopped. I love theater and acting and suddenly I was not able to participate in any of it for the foreseeable future. Other than a couple of Zoom improv classes I had no creative outlet. I was not in any shows at the time, but I was a member of a performing choir that stopped due to COVID. Like everyone else, I felt a bit lost. My dream has always been to have a career in theater, and though I've done a couple of professional shows, I still have not hit my stride with performing. I don't have an agent and am not equity, so like most other actors in the city I'd been in the trenches trying to get booked. I was already fighting discouragement with the rejections and failure of "making it" as an actor when COVID hit, so when it became clear that my dream was in limbo and it was uncertain when theaters would re-open, I realized I needed to shift my priorities.
Q - How did you decide to get involved with TikTok and why?
A - Prior to COVID, I had been growing increasingly interested in social media and the format of entertainment being delivered via the internet. The Actor's magazine "Backstage" and other actor publications have really been emphasizing the importance of having a presence on social media (here's a 2020 article from them on why every actor needs to be on social media). I made a TikTok account in December of 2019 because of the popularity the app was gaining and I posted a few videos to the app, but I was uncommitted prior to the pandemic. Once the theaters closed and I could not perform anything in person, I decided to spend all the found time I had in making videos for the internet and trying to build an audience. I decided to specifically start putting all my efforts into creating TikTok content because I knew that it was the fastest growing social platform in 2019-2020, it had the highest demographic of teen users at the time, and because I regretted missing the wave with Vine (a popular video app that died in 2016). I thought that if I could get good at keeping an audience engaged through short videos, it would help my storytelling skills and increase my understanding of what it takes to build an audience. Since I was trapped at home in quarantine anyway, I decided it would be a good way to have some sort of creative outlet while growing my understanding of how to keep people entertained.
Q - Tell us about how your audience grew there and what you learned from that audience?
A - It took a solid couple months of uploading consistently videos that barely broke 100 views before one took off and gained over a couple thousand views. From there it was probably another month and a half of posting before one of my videos broke the 100k views mark. As I continued to consistently post throughout the year, that window between the successful videos would grow shorter. Eventually, after about 6 months of posting with a few viral videos, I had gained a following of 40k. Up to this point, I had a general idea of the kind of audience I attracted (a younger demographic), so I started focusing my content more on what I thought they might find engaging. Taking the time to really work through that helped my growth and I was able to produce successful videos on a more consistent basis, ending the year with 590K followers. Consistency was the most important part of the growth. I posted videos daily for a few months, then pulled back to every other day once I started feeling burnt out.
I learned quite a lot from the audience, but I would say the two most important things would be: never-ending improvement, and consistency are key. There is always something I could improve in my videos whether it be lighting, sound, pacing, dialogue, etc. Also being consistent with the upload schedule and the kind of videos I posted were the most important factors of growth.
Q - Tell us about the process of figuring out what kinds of posts do well and play to your strengths? E.g. Do you do dances? Songs? Skateboard tricks? Monologues?
A - I quickly realized that I was (regrettably) not a part of the class of creators who could simply hit record, strike a couple poses, look attractive, and get millions of views. Nor was I a dancer. So, I took stock of what I was good at and how I might incorporate that into my videos. Being from a theater background, I was very familiar with conflict and motivation (i.e. what is the conflict of a story and what is motivating the characters to act), so I decided to try and incorporate that into my videos. I tried a basic skit where I played two characters fighting over something they both wanted (a yellow balloon), and I tried to keep the conflict at the center of the video. Conflict with high stakes engages an audience, and that was my first video to hit 1 million views. From there, I did a ton of research on how to make entertaining videos, what keeps people engaged, attended workshops, listened to podcasts--everything. I ruled out trying to do monologues or straight theater scenes as I saw other actors doing that on the app but found the videos to be pretty cringy. Not that my videos aren't cringy, but I had more fun going the direction I did.
Q - How might other young artists and actors think about personal branding and craft on platforms like TikTok, Snapchat and Instagram?
A - I am still trying to figure this out myself. I definitely think it's important to be on social media as an actor, since so much of the world relies on it. But I also see so many actors on social media only posting "actor" content, which I find really one-dimensional. As performers, our bodies are our instruments and our faces are our brand. As such, I think it's easy for us to be so self-focused that we get tripped up by what people actually enjoy or are entertained by. We post as a way to put ourselves out there, to show we're working on theater stuff, to say how happy and grateful we are to be involved in such-and-such production or Zoom play. But that does not attract an audience. That's "selfish content". The best thing you can do is offer value to people, whether that be information, entertainment or inspiration. Offering content that is valuable to people is what attracts them to follow you. I believe this is true across all social platforms.
Brittin Ward and his brother Titus
Q - What kind of discipline or time commitment have you developed and what might other people develop?
A - Each video I posted in the latter half of the year took around 3-4 hours to shoot, edit, and post, so it definitely required a good amount of discipline. That also does not include the time it would take to come up with a video idea and plan out the video. It sounds silly since it was only for TikTok, but I would literally storyboard my videos and break them down into increments of 5-10 seconds and plan what action I wanted to happen at which segment of the video. I basically spent all my time outside of my day job working on my videos.
Q - Why is it important for artists to build self-marketing skills?
A - Honestly, being cut off from theater was really great for me as it forced me to take stock of the direction my career was going and think creatively about how to entertain people. As an actor, I am my own business so it is solely up to me whether I succeed or fail. If I don't have the drive to keep picking myself back up after each failure and continuing to pursue my dream, it will not happen. Self-marketing is crucial for actors and entertainers, but I would emphasize the importance of not just self-promoting. No one likes that. But everyone appreciates a chuckle at a funny video, or feeling inspired to try something new because of a video they watched. I don't know who said this originally, but my dad always told me "people won't remember what you said or did, but they will remember how you made them feel.”
Q - When the pandemic is officially over (what a wonderful thought!) do you expect to remain as involved on TikTok? Or do you expect to channel your creative energies elsewhere?
A - I've really enjoyed building an audience on TikTok, and I will continue to post there, but I would also like to turn my attention to other platforms. With videos restricted to being 60 seconds long, I have a hard time creating content that connects with people on a deeper level. I don't think it's possible for a TikTok to have the same impact on a person as a great podcast or youtube video. You just can't go deep (whether it be comedy, inspiration, etc.) in 60 seconds. When the Pandemic lifts I will go back to auditioning and trying to book stage roles. However, I will continue to devote plenty of my time to making videos. I feel like I am only just now beginning to understand how all this social media stuff works, so I'd like to see what I can accomplish in another year.
- Edited by Paul Glader, executive director of MPJI.
MPJI is based at The King’s College in New York City. MPJI provides education, training and professional development projects for journalists at the high school, undergraduate and professional levels. It is named after the late John McCandlish Phillips, a legendary reporter at The New York Times.
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