A sudden wave of challenges has started during this whole COVID-19 pandemic, as more people are flooding to TikTok, the leading destination for short-form mobile video—which now boasts over 800 million users worldwide. TikTok is an app for making and sharing short videos. The videos are tall, not square, like Snapchat or Instagram’s stories, but you navigate through videos by scrolling up and down, like a feed, not by tapping or swiping side to side.
Creators have access to several filters and editing features. Challenges are quite popular but one causing a stir is the #DontRushChallenge. Various iterations of the #DontRushChallenge include different songs that feature moms, health workers, men, makeup artists, and different nationalities.
The #DontRushChallenge is a scenario where creators transform from homely to glam to the popular song, Don’t Rush by U.K. rap duo, Young T and Bugsy while “passing along” a makeup brush used as a metaphorical baton.
Stylist Kristia Franklin, otherwise known as @MyRepeatOffender on Instagram has joined the many other creators in the #DontRushChallenge by participating in not one, but two of these challenges.
She has collaborated with other creators: @cocoislandgal @_ashleycarla, @leighnic, @iam_brandii, @jobyjaymusic, @piavonique, @ruthxrobby, @ashleysaige, @mynamesdora_ , @daanielle.xo, @suebie__, @a.swappstyle, @jenequep. They chose to do their challenge to a song produced by @toniochromatic
The other #DontRushChallenge she created with her high school friends.
“This #DontRushChallenge has allowed me to collab with other creators, and keep a connection to my followers. I’m used to getting dressed up and going out and since we’re on curfew due to COVID-19, this is my way of still having that outlet. I love playing with makeup, getting dressed up and showing different looks, so the challenge was just a fun way of doing that!” she said.
Many creators are doing this, by recording and sharing their videos via WhatsApp, compiling and editing them in TikTok, which has features to make the 26-second video seamless.
Just like any other fashion-focused creator, Kristia has capitalized on this trend by posting her style looks, many of which she recommends to her clients.
Since COVID-19 lockdown, her usual brand partnerships have been on hiatus but this hasn’t stopped Kristia from keeping relevant in the space.
Kristia doesn’t have 100,000 Instagram followers, nor does she own a blog or YouTube channel and yet she’s been able to monetize her social media platform. How does Kristia manage to do this?
Franklin, who was crowned Campari Pop Style’s Most Stylish Female after an island-wide search in 2017, has always been a solo-preneur. She joins a generation of creatives who use their social media platforms to make a living than working at a job to survive.
Even as a child Franklin knew that she wanted to be an entrepreneur, “One day we were going to Portmore and I told my mother I wanted ice cream and she told me if I sold one shirt I would get it. I sold three, and from there I knew I wanted to be in sales.” she said.
After attending the University of Technology (UTech) Jamaica, Kristia started selling fast fashion clothing she bought on her travels through her website. Using social media to drive traffic to her website, Kristia would use models to create fashion editorial style photos.
“This created a lot of buzz and my following grew,” Kristia said. However, Kristia also used her personal brand as well by posting three different ways to wear an outfit, hence her Instagram name, My Repeat Offender.
By creating eye-catching, brightly colored, edgy looks, Kristia has drawn the attention of many, with clients ranging from party-goers to businesswomen. She’s worked with Miss Jamaica Universe 2014 and model Kaci Fennel, model and marketer Jeneque Pinnock and publicist and former television producer Alison Moss-Solomon to name a few.
Kristia is known for creating a memorable look that will have photographers begging to capture as soon as they arrive at the event.
She’s also been able to monetize with her personal brand by establishing brand partnerships with local brands. Working with these brands has allowed her a lot of creative freedom, as most brands want a message that feels natural and seamless.
She does this by creating posting photos of herself in exotic locations both in Jamaica and internationally. This garners many likes and a lot of engagement. “It is my online picture book which allows me to capture the essence of my trips whether I’m on vacation in Bali or taking a road trip to the North Coast,” she says.
Kristia continues to think of ways of keeping her brand relevant during this time by sharing her passion for fashion.
See the link to download the TikTok videos here https://drive.google.com/file/d/1cK6z8s4SCKNBLYR-_faroXPhL-dgMPHl/view?usp=sharing