In May 2019, Charli D’Amelio was a 15-year-old competitive dancer from Connecticut with no social media following. She downloaded TikTok—a new app most Americans hadn’t heard of—and started posting dance videos in her bedroom. She had no professional training in content creation, no brand, and no strategy. TikTok was dominated by established creators, and the platform was still seen as a teenage fad. Her parents worried she was spending too much time on her phone. Nobody, including Charli, thought posting silly dance videos would become a career.
The Turning Point
Charli’s videos started going viral almost immediately. Her dance to ‘Renegade’ exploded, and suddenly she had millions of followers. Within months, she became TikTok’s most-followed creator. What made her special wasn’t just dancing ability—it was authenticity and relatability. She posted multiple times daily, responding to trends quickly and engaging genuinely with followers. Unlike polished Instagram influencers, Charli felt like a normal teen who just happened to be famous. Brands noticed. By late 2019, she was getting offers for partnerships, sponsorships, and appearances.
The Strategy
Charli’s team (including her parents) moved quickly to monetize her fame while maintaining authenticity. She signed with major talent agencies, collaborated with brands like Dunkin’ Donuts and Prada, and launched her own merchandise. She expanded to other platforms, building audiences on YouTube and Instagram. She and her family created ‘The D’Amelio Show’ on Hulu, giving fans a behind-the-scenes look at their lives. She released a book, appeared in a Super Bowl commercial, and launched a fragrance line. The strategy was diversification—turning viral fame into a sustainable multimedia brand.
The Results
Charli D’Amelio became the first person to reach 100 million followers on TikTok and currently has over 150 million followers. She’s earned an estimated $20 million from brand deals, merchandise, and media appearances. She’s appeared on ‘The Tonight Show,’ starred in a Hulu series, and become one of the most recognizable Gen Z celebrities globally. She proved that new platforms create new opportunities for fame and fortune—and that capturing them early creates massive advantages.
