“we started creating content with no new video but we got to 250,000 followers like 45 days later and we're like all right so like that worked and like we're generating million plus view outcomes and we're doing it on a weekly basis there's something there”

Grow a TikTok account to 250K followers in 45 days using only existing raw footage

Before committing budget, Ladder took a brand-new coach account, grabbed all the raw phone footage she had ever shot, and iterated on editing and format to reach 250K followers in 45 days without filming anything new. The exercise proved TikTok viability for the Ladder content style, built platform intuition about what hooks worked, and gave the team enough organic data to start putting paid dollars behind winners.