By skyforbes 
Understand influencer vs. affiliate strategy. Influencers raise awareness; affiliates drive transactions.
TikTok is currently the fastest-growing social network. If you want to communicate with Gen-Z, that is the place to do it. But for those who are used to the interface of LinkedIn, Facebook, Twitter, or Instagram, TikTok seems to require a steep luring curve. What do you need to know to use TikTok to grow your business or engage with your customers? In this interview series, we are talking to business leaders, social media managers, marketing managers, and influencers about “5 things you need to know to leverage TikTok to grow your business.” As a part of this series, we had the pleasure of interviewing Tom Kim.
Tom Kim is the CEO of Koma Media and co-owner of BR MUD, a skincare brand that gained national traction after a viral TikTok post by Cardi B. Originally from South Korea, Kim moved to the U.S. as a professional StarCraft II player, becoming the first in his field to receive a P1 athlete visa. After retiring from esports, he pivoted into marketing by helping small businesses in L.A.’s Koreatown grow through grassroots digital strategies. With no formal training, Kim built his agency from scratch, later expanding operations across multiple U.S. cities. His approach to social media, particularly TikTok, blends creative intuition with tactical precision, helping underrepresented brands turn attention into revenue.
Thank you so much for doing this with us! Before we dive in, our readers would love to get to know you a bit better. Can you tell us the story of how you grew up?
I was born and raised in Korea, and I didn’t come from wealth. I came to the United States chasing a dream — with no money, just the willingness to take a risk. At the time, I was a competitive gamer, specializing in StarCraft and WarCraft, and traveled frequently to the U.S. for tournaments. Eventually, I became a professional StarCraft II player, winning titles at Major League Gaming (MLG) and Intel Extreme Masters (IEM). Esports wasn’t just a career — it was everything I had. The discipline and focus I developed during those years are the same qualities that drive me in business today.
But building a life in the U.S. wasn’t easy. I applied for a student visa three times and was denied each time. Determined, I applied for a P1 work visa as a professional athlete — a category typically reserved for traditional sports figures. With the help of my then-manager, Andrew Tomlinson, we submitted a 500-page application filled with endorsements from leaders across the gaming community. Against the odds, it was approved. I became the first StarCraft player to receive a P1 visa from the U.S. government. By the time I turned 28, I had achieved one of my proudest milestones: helping my parents retire back in Korea.
Can you tell us a story about what brought you to this specific career path?
After retiring from professional gaming, I wanted to experience the parts of life I’d missed — friendships, socializing, building something different. I was living in L.A. and started a content house incubator for gaming creators, but when COVID hit, we had to shut it down. That’s when I got involved in my local community, especially in Koreatown. Many small restaurants were struggling with low foot traffic, and I wanted to help. I started working with a local Korean restaurant, even though I had no formal marketing training. I self-taught everything — content creation, paid media, promotions. I became obsessed with details: making sure the restaurant looked perfect in videos, designing targeted promotions, and running hypertargeted ad campaigns for local demographics. Within a few months, we tripled their revenue. Word got around, and I began getting referrals from other businesses in K-Town. Soon I was doing it all — building websites, running ads, producing content, editing — working 18+ hours a day. Eventually, I brought my sister from Korea to help me, and we began hiring. We expanded beyond L.A. to New York, Texas, and other U.S. cities.
Can you share the most interesting story that happened to you since you started this career?
One of the best moments in my journey with BR MUD was when our mud mask went viral after a TikTok post from Cardi B. For a new brand, investing in a celebrity partnership is a scary and high-stakes decision. But I’ve always been a risk taker, and my background in gaming shaped
how I approach challenges like this. In esports, you learn to anticipate your opponent’s next move, create backup strategies, and adapt in real time — that mindset translates perfectly to the world of social media. We had a Plan B if things went south, but we believed in the product, the strategy, and the partnership.
We were praying every day that the campaign would work — and then it did. Cardi’s video hit 11 million views and over a million likes. Because it felt authentic, the traction online was immediate
and organic. We sold over a million dollars’ worth of product in just two months. That moment validated everything: the strategy, the storytelling, and the power of community-led marketing. It also reinforced something I’ve believed all along — unconventional paths and bold bets often lead to the biggest rewards.
Do you have a story of a humorous mistake you made when you were first starting and the lessons you learned from that?
It’s not exactly a funny story, but it’s one that’s stayed with me. When I first started working with restaurants, I didn’t have a team — I was doing everything myself. I showed up to one location for a content shoot and realized the space needed a bit of prep to look its best on camera. Kitchens are fast-paced environments, and that’s completely normal. Rather than reschedule or wait, I jumped in and started organizing alongside two others. I wasn’t trying to make a statement — I just wanted the content to reflect the quality of the food and the experience. We ended up resetting the space together, and the content turned out. The restaurant received a wave of positive attention, and it reminded me that the best results often come from the quiet work behind the scenes. When the outcome matters, no task is ever too small.
Why are you an authority on Social Media Marketing?
Because I’ve lived it. I didn’t come from a marketing background, and I didn’t go to school for it. Everything I know, I learned by doing — through trial, error, and relentless hustle. I built campaigns from the ground up, taught myself design and editing, ran ads, and helped local businesses scale with little more than creativity and grit. I’ve led influencer campaigns, managed affiliate programs, and shaped brand strategies — all without a formal playbook. My experience is hands-on — from cleaning kitchens for content shoots to turning viral moments into real revenue. You can study theory all day, but without action, you get stuck. I used what I could learn and moved fast. That’s how I built results.
Which social media platform has been most effective for increasing business revenues?
TikTok has been the most effective by far. For both BR MUD and my local restaurant clients, TikTok has the unique ability to create viral moments that immediately lead to conversion. We’ve seen a direct line between TikTok content and spikes in TikTok Shop and Amazon sales, as well as foot traffic. With BR MUD, we launched our Cardi B campaign there, and it led to significant sales in just two months. The platform’s short-form, immersive content paired with instant checkout capabilities makes it a powerful tool for driving revenue.
Let’s get to the main question of our interview and talk about TikTok specifically. Can you please share five ways to leverage TikTok to improve your business? If you can, please share a story or example for each.
- Tell a compelling story. Don’t just showcase your product — explain why it matters.
- Invest in organic content. Build your own voice instead of relying only on creators.
- Understand influencer vs. affiliate strategy. Influencers raise awareness; affiliates drive transactions.
4. Own your creative direction. Don’t just hand off your product. Guide creators with brand messaging.
5. Use ads to boost what works. Identify high-performing videos and run paid promotions to extend reach.
What is TikTok’s specific advantage over Instagram, YouTube, or Facebook?
TikTok has removed the friction between discovery and purchase. TikTok Shop allows users to buy a product without leaving the app, and the algorithm is powerful at surfacing content to the right audience. Unlike Instagram or YouTube, where content often relies on follower counts or subscriptions, TikTok rewards quality and relevance — giving small brands a chance to go viral. It’s a platform built on curiosity and emotion, which makes it perfect for both brand storytelling and rapid sales.
How would you respond to critics who say TikTok is risky because it’s owned by a Chinese company?
I don’t think I’m an authority in terms of data and privacy as well as government issues, but we also need to recognize the real impact this platform is having on people’s lives. I’ve seen small businesses, creators, and even grandmothers generate life-changing income by using TikTok to share products and tell stories. The platform creates access — for entrepreneurs, for underrepresented voices, for communities that would otherwise be overlooked. I think TikTok is a force for good, and it’s changing what’s possible in digital commerce.
If you could inspire a movement to bring good to the most people, what would it be?
I want to inspire people — especially those from immigrant, gaming, and minority communities — to build something of their own. To me, marketing isn’t just about selling products; it’s about proving that your story has value. I want to equip underdogs with the confidence, tools, and strategy to step into the spotlight and grow on their own terms. That’s why I started Koma Media: to create access where it didn’t exist before. Partnerships like BR MUD and FlyQuest reflect that mission. They allow me to connect with the gaming community in a deeper way — promoting not just performance, but personal wellbeing. Whether it’s a restaurant owner or a skincare founder, my purpose is the same: to help people tell their stories and turn them into success.
How can readers follow your work online?
https://www.linkedin.com/in/donghwan-kim-65a8181ba/
Thank you so much for these great insights. This was very enlightening, and we wish you only continued success.