# Go Where Your Audience Is (Which May Be TikTok) w/ Todd Clouser

- Show: [The Manufacturing Executive](https://hardwarepodcasts.com/podcast/the-manufacturing-executive)
- Published: 2022-01-18
- Length: 31m
- Episode: 84
- Page: https://hardwarepodcasts.com/podcast/the-manufacturing-executive/2022-01-18-go-where-your-audience-is-which-may-be-tiktok-w-todd-clouser
- Listen: https://www.spreaker.com/show/the-manufacturing-executive#episode-90714cc5-ac4a-441b-9a07-d0808941fa9a

## Summary

Todd Clouser, Senior Brand Marketing Manager at Refine Labs, explains how industrial manufacturers can leverage TikTok to reach frontline tradespeople and drive product preorders. He details his experience building the weld.com YouTube channel to 650,000 subscribers by providing free education rather than sales pitches, and demonstrates how posting user-generated content on TikTok can generate massive organic reach. Clouser shares a specific case where a single TikTok video for a new machine launch drove 100% of its preorders, proving that building an audience first creates a scalable, low-cost marketing channel for capital equipment and consumables.

## Chapters

- [0:52](https://hardwarepodcasts.com/podcast/the-manufacturing-executive/2022-01-18-go-where-your-audience-is-which-may-be-tiktok-w-todd-clouser#t=52) Introduction: Todd Clouser and Refine Labs
- [3:18](https://hardwarepodcasts.com/podcast/the-manufacturing-executive/2022-01-18-go-where-your-audience-is-which-may-be-tiktok-w-todd-clouser#t=198) Building the weld.com community through education
- [11:22](https://hardwarepodcasts.com/podcast/the-manufacturing-executive/2022-01-18-go-where-your-audience-is-which-may-be-tiktok-w-todd-clouser#t=682) TikTok's organic reach and influencer impact on purchasing
- [16:18](https://hardwarepodcasts.com/podcast/the-manufacturing-executive/2022-01-18-go-where-your-audience-is-which-may-be-tiktok-w-todd-clouser#t=978) Case study: Driving 100% of preorders with one TikTok
- [23:31](https://hardwarepodcasts.com/podcast/the-manufacturing-executive/2022-01-18-go-where-your-audience-is-which-may-be-tiktok-w-todd-clouser#t=1411) Strategy: Repurposing Instagram content for TikTok growth
- [27:36](https://hardwarepodcasts.com/podcast/the-manufacturing-executive/2022-01-18-go-where-your-audience-is-which-may-be-tiktok-w-todd-clouser#t=1656) Internal UGC: Empowering machine operators to create content

## Topics

- [Marketing & brand](https://hardwarepodcasts.com/topic/marketing-and-brand)
- [Direct-to-consumer & e-commerce](https://hardwarepodcasts.com/topic/direct-to-consumer)
- [Validation & product-market fit](https://hardwarepodcasts.com/topic/validation-and-product-market-fit)

## Most relevant to

early-stage companies

## Mentioned

- Refine Labs (company)
- weld.com (product)
- TikTok (other)
- YouTube (other)
- Lincoln Electric (company)
- AHP welders (product)
- Everlast Welders (product)
- Gorilla 76 (company)

## Related episodes from other shows

- [#266: Building an Organic Social Media Following with Lindzi Shanks, XO Marshmallow](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2026-09-15-266-building-an-organic-social-media-following-with-lindzi-shanks-xo-marshmallow) (The Startup CPG Podcast)
- [202: Paid Advertising for Hardware Products on TikTok](https://hardwarepodcasts.com/podcast/product-startup/2023-11-16-202-paid-advertising-for-hardware-products-on-tiktok) (Product Startup)
- [066: E-Commerce Platforms for Launching a Consumer Product](https://hardwarepodcasts.com/podcast/product-startup/2021-03-09-066-e-commerce-platforms-for-launching-a-consumer-product) (Product Startup)
- [How to Engage the Modern Customer Using Social Media](https://hardwarepodcasts.com/podcast/manufacturing-happy-hour/2019-12-23-how-to-engage-the-modern-customer-using-social-media) (Manufacturing Happy Hour)
- [092: Making a Product Video for Your Invention](https://hardwarepodcasts.com/podcast/product-startup/2021-09-08-092-making-a-product-video-for-your-invention) (Product Startup)

## Citing this page

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