18. How to become a thought leader on TikTok - Zoe Chu

If you’re planning to build your personal brand on TikTok, this is the interview you’ve got to listen to!

My guest today is a baby sleep expert, Zoe Chu, whom her clients fondly call her SG Supernanny or Sleep Supernanny. Her work has been featured in the media by Channel News Asia, Asia One, and Mindvalley.

In 2019, she created her TikTok account and started creating content around sleep, health and positivity. Within a very short period of time, she amassed over 36K followers on TikTok, with some of her content getting over a million views.

If you're an entrepreneur or service professional looking to get started on TikTok but not sure where to start, listen in at 19:12 where Zoe shares how she got started using TikTok and her content strategy.

And listen in to Zoe's answers to the following questions:

• I know that you were an accountant, an auditor, a real estate agent in New Zealand. What brought you back here to Singapore? – 0:41
• How did this whole entire experience of the accident make you who you are today, a sleep expert? – 6:15
• When you came to Singapore, how did you become a parenting coach? How did you make it a profession? - 11:39
• There are a lot of parenting coaches, especially here in Singapore alone. How do you stand out and find your niche? – 12:43
• Out of all social media platforms, why TikTok? – 14:23
• What’s the difference between Instagram and TikTok? What’s the benefits of being on TikTok? – 16:31
• Tell us what was your content strategy? – 19:12
• It is easy to create momentum when our videos are doing well. But what if our videos only have 5 or 6 views and we are putting in lots of effort. How can we stay consistent until we see results? - 23:54
• Do you also think the way to be consistent is because of your purpose? – 27:30
• We talk about the bright side of TikTok. Out of all social media platforms, I get the worst comments on TikTok. Is it just me? - 28:52
• You have a lot of followers and attention on TikTok. How do you monetise it? – 33:20
• How can we leverage our TikTok content on Instagram? – 34:47
• How do we help our little kids and toddlers sleep through the night so we can sleep as well? - 36:06

If you want to keep in touch with Zoe, you can reach her on Instagram @sgsupernanny and TikTok @sgsupernanny.  Zoe also has group coaching available at: www.gosleeplikeababy.com/groupcoaching.

Read these books to become highly sought after in your own industry -> www.pickericsbrain.com

Thank you for listening to this episode of #HighlySoughtAfter!

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Transcript

Eric (Host):

If you are planning to build your personal brand on TikTok, this is the interview you got to pay attention to.

My guest today is a baby sleep expert. Zoe Chu, whom her clients only call her SG supernanny or sleep supernanny. Her work has been featured in the media by Channel News, Asia, AsiaOne and my favorite Mind valley. In 2019, she started her TikTok account and started creating content on sleep, health and positivity. Within a very short period of time she amassed over 36,000 followers on TikTok with some of her content with more than a million views. Let's have a chat, Zoe Chu. Now, Zoe, I know that you're an accountant, you're an auditor, you are a real estate agent in New Zealand. What brought you back here in Singapore?

Zoe (Guest):

Well, the short story is I wanted to be closer to my family and the long story is, well, basically I was a real estate agent at that point. As I was leaving my office and I was walking to my car going home, I saw from the corner of my eye that a car was turning into park. Then in a split, second, that car ran me up the footpath that I was on and pushed me into a glass window of a shop. I saw my right leg twist at 180 degrees. Yes, and I had a lot of glass shards on my tummy and on my thigh. Well, thank God none of my face, yes. 

Eric (Host):

You can hit me anywhere just don't hit on my face. 

Zoe (Guest):

But I was in tremendous amount of pain and I shouted I'm pregnant. Yes. Thank God I survived. Basically I was hospitalized for weeks in a hospital and my miracle baby survived, thank God. But basically I went through trauma, depression, and my GP said that I should go home to Singapore and Malaysia to be closer to my family. My surgeon, my orthopedic surgeon who operated on me said no, it's too risky because I'm pregnant. I just had surgery and I'm flying like 10 hours of flight and he advised against it. But my husband thinks that I should go home and my GP thinks I should go home. I listened to them. I went home to spend time with my family here. As I was spending time here and I was getting better, because with my family support and all. Then, there was an earthquake that happened in Christchurch, New Zealand on the 22nd of February, 2011. I saw on the news that my favorite boss of all time, he died in the earthquake.

Eric (Host):

I'm so sorry for your loss.

Zoe (Guest):

It's okay. I was really traumatized and I told my husband that I'm not going home.

Eric (Host):

Not going back to New Zealand. 

Zoe (Guest):

Yeah. He couldn't reason with me, because I was too traumatized at that time. I told him I don't want to go back and because, I have my twins. They were only like four years old. I knew going back to a city, basically they just went through a big upgrade and a lot of people die as well. I didn't know, how am I going to look after my twins? I didn't have any family support back there.

Eric (Host):

Oh my God, I can't believe there's that. What brought you back to Singapore was a personal crisis and what kept you in Singapore was a country crisis. 

Zoe (Guest):

Yeah. 

Eric (Host):

Who would have figured all these things, all right?

Zoe (Guest):

Yeah. 

Eric (Host):

I just wonder doing those, how long were you hospitalized and going through the recovery?

Zoe (Guest):

I think I spent two weeks in the hospital for my operations. Then after that I was back home again and I was still using crutches and all that. Then I developed UTI because I couldn't go to the toilet easily and then it spread to my kidney and I had to be hospitalized again. 

Eric (Host):

Again. Now for those of you who do not know, you are famously known as the positivity queen, but now hearing this story, it makes me go, how on earth can you even be positive? Could you share with us during those traumatizing period of your life, where you're going to so much pain? How do you keep yourself alive? How do you stay positive? 

Zoe (Guest):

My family, my husband and my children. I knew I needed to stay strong for my kids. They are so young and they are always calling me mommy, mommy. But I knew I needed to stay strong for them. 

Eric (Host):

It was because of the family that gave you that strength, nothing else the family?

Zoe (Guest):

Yeah. The family and I was really going through questioning God, God, why did this happen to me? What have I done? A lot of going through that denial, anger and depression then finally acceptance. Because, and why you said now I became this TikTok positivity thing.

Eric (Host):

Exactly. How did that happen? 

Zoe (Guest):

Because if you have been through hell and back then you will now fill your heart with gratitude. 

Eric (Host):

You remind me of this singer that was recently in some competition and she was going through cancer. The doctor said that she only had 2% chance of survival and yet she wrote that song, it's okay. I'm feeling goosebumps right now.

Zoe (Guest):

I know that, I actually shared on my social media about her too, because I love her positivity. She went through so much and yet she can still tell people it's okay. It's okay. I really admire her strength.

Eric (Host):

Could it be that, sometimes our biggest trials are actually our way of serving the world. There's a saying, our test become a testimonial for people. Our struggles will one day become our success. How did this whole entire horrible experience of the accident make you, who you are today? A sleep expert for crying out loud. How did that connect?

Zoe (Guest):

Like you said, I was a trained accountant auditor, I did not think I was going to be this sleep Supernanny. But I got married in New Zealand. I met my husband there. Then after that I gave birth to my twins. Of course being a mom ... Well being pregnant at that time, I actually read a lot of books on what to expect when you're expecting, preparing for the arrival because I was really excited and of course-

Eric (Host):

You see, you have a little a bit Singaporean in you.

Zoe (Guest):

Yes. I was anxious [inaudible 00:07:01] but I wanted to be very prepared. But when we brought them home from the hospital, I guess our whole life turned upside down because you realize that, wow, this is suddenly you have two little angels, relying on you 24/7. You just got to know what to do. 

Eric (Host):

It's a huge responsibility.

Zoe (Guest):

It's a huge responsibility and you can never really be fully prepared until you're in it. I can tell you for a fact that the sleepless nights, they were brutal. 

Eric (Host):

They were real? 

Zoe (Guest):

Yeah.

Eric (Host):

It's not a rumor, that you don't have to sleep anymore once you have a baby.

Zoe (Guest):

You would think that when babies are tired, they will sleep just like us elders.

Eric (Host):

Exactly. 

Zoe (Guest):

But no.

Eric (Host):

I thought babies sleep long hours. 

Zoe (Guest):

No, when they're tired, they wouldn't sleep or even if they sleep, it will be for a very short time. Then you have to keep, you think that you have to pick them up and keep rocking them and just try to put them back to sleep. That was what I was doing for the first couple of months or so.

Eric (Host):

Oh my God, how do you survive?

Zoe (Guest):

Because I didn't want my husband to look after them at night, do the night duties because he has to work and he's a dentist. You wouldn't want to go to a tired and sleep deprived dentist.

Eric (Host):

[inaudible 00:08:18] little scary to see your dentist, sleep deprived dentist good luck. Hell in the room.

Zoe (Guest):

I took it upon myself to look after the twins and then the sleep deprivation, well started to take a toll on me mentally and emotionally. Because I realized that I wasn't enjoying my motherhood anymore. It wasn't what I dreamed about, the, well, happy babies sleeping so well. It was out of the window. 

Eric (Host):

How do you overcome that? 

Zoe (Guest):

I knew I had to find solution, but I didn't know how. One fine day, my lovely neighbor came to visit me and she probably saw my Panda looking eye.

Eric (Host):

Zombie mum, basically.

Zoe (Guest):

I seriously, I did not even tell her that I was having this problems. She told me, "Zoe, why don't you explore sleep training?" I was like, "What is sleep training?" I said, "Don't you just put your baby down and they will sleep because when they're tired, they will just sleep." Then she said, "No, you should, establish a routine for them." To be honest with you, I didn't have any routine whatsoever because I thought when they cry, they're hungry, I will just feed them. 

Eric (Host):

Exactly. You're very reactionary with the babies?

Zoe (Guest):

Yes. Correct. I didn't know that I can establish a routine. She was a happy, well, rested mummy of two. I was a tired, grumpy mommy of two. Naturally I was convinced to listen to her. Then, I started pouring myself into countless of books and research and then I started implementing what I learned, but also with her guidance as well. Then voila, my twins started to sleep well and through the night.

Eric (Host):

Parents listen careful all right. Twins sleeping through the night, which means that parents get to sleep as well. 

Zoe (Guest):

Yes. 

Eric (Host):

That was your first victory as a sleep expert. Sleep [inaudible 00:10:10].

Zoe (Guest):

Yeah. Well, for me, I was, I'm just so happy that my twins can sleep well. Then my friends and family, they were so amazed and then they started asking me for advice. Then I just happily shared with them what I did. Then when I moved to New Zealand, sorry. 

Eric (Host):

Moved to Singapore.

Zoe (Guest):

Sorry, moved to Singapore, sorry. I left New Zealand and I moved to Singapore, I started blogging about my sleep training journey. 

Eric (Host):

I'm curious, which blog platform did you use back then? 

Zoe (Guest):

Blog posts. 

Eric (Host):

Blogspot is it?

Zoe (Guest):

Blogspot.

Eric (Host):

Oh my God you're my [inaudible 00:10:42].

Zoe (Guest):

I still have it.

Eric (Host):

Because my first blog was on Blogspot not even Wordpress, Blogspot. 

Zoe (Guest):

Yes, Blogspot I still have it actually. 

Eric (Host):

You still have it?

Zoe (Guest):

Yeah. 

Eric (Host):

We're going to make sure our listeners and our viewers get to watch the Blogspot. 

Zoe (Guest):

Yeah.

Eric (Host):

Zoe, do you realize there is a common pattern. That you become so positive because you have been through a extremely negative experience and you become a sleep supernanny because once upon a time you were a sleep zombie. Perhaps, if anyone of you listening to this, you are going through a struggle then perhaps I've good news for you based on Zoe story, that all these struggles has a purpose. It makes you stronger and one day you're going to be able to use it as your testimony. There's a saying your mess become your message, your tests become your testimony.

Zoe (Guest):

I love that.

Eric (Host):

I think you're super beautiful Zoe. Zoe, now we understand your backstory. We knew how you evolve and became interested in the topic of sleep. I'm really curious because when you came to Singapore, how did you end up becoming a parenting coach first? How did you make it a profession?

Zoe (Guest):

That's an interesting question because I went into it because I was following someone and then he invited me to join because I actually went into counseling because after what I've been through I just wanted to help others. I went into counseling, as in I studied counseling with Monash University. Then after that I went into parenting coach because he was my mentor. Then, so he assigned me to schools and we ran parenting workshops and all that I was telling you earlier that I run board games workshop-

Eric (Host):

For parents.

Zoe (Guest):

Yeah, for parents, for family bonding, because I find that TVs and all, this is not a good way to bond. I find that board games is a good way for families to bond together.

Eric (Host):

Because of your mentor, you started doing parenting coaching, but I mean, let's face it, Zoe, there are a lot of parenting coaches. Especially with COVID-19, I started to see a lot more parenting coaches here in Singapore, just Singapore alone. How do you stand out and how do you find your niche?

Zoe (Guest):

I realized that there are so many parenting coaches, like you said, and I realized that sleep is something that I told you I'm really so good at. 

Eric (Host):

Because you deeply experienced it. 

Zoe (Guest):

I did experience it and I know there's a lot of parents who are struggling with their little ones who are not sleeping well. Because when I first came back here and I saw all these kids still out in the malls at 10:00 PM and all that, I realized that there's a lot of over tired children here. Then I knew that there is a huge demand for it. Because, thanks to Google they found my blog and that's how I got into this business.

Eric (Host):

I love it. That means it doesn't matter if we're in a very competitive industry, in your case for parenting, but what I'm learning from you is that the way to find our niche is to always look back at our messes. Look back at all our trials and tests, trials and tribulations, because that's usually where you'll get a clue. Like whatever pains that you go through are potentially your purpose in future. 

Zoe (Guest):

That's right.

Eric (Host):

Oh my God, this is beautiful. For those of you who are trying to find your niche, you don't have to look for a marketing coach. You're your best marketing coach. Just go, think back to your trials and tribulations, think back to the problems that you are excited to solve. Because once upon a time you had that problem and voila you got yourself a niche. 

Zoe (Guest):

Yeah. 

Eric (Host):

Thank you so much Zoe.

Zoe (Guest):

Spoken like a pro.

Eric (Host):

No, I'm learning from you. Thank you so much Zoe. 

Zoe (Guest):

Yeah.

Eric (Host):

Now, today's topic is on TikTok. How you built your personal brand on TikTok. I'm super curious, of all social media platforms why do you choose TikTok, especially since your audience are parents not teens?

Zoe (Guest):

Well, actually I didn't choose TikTok, TikTok chose me. 

Eric (Host):

That's the best answer. The social media platform choose you. Tell us how did it all happen?

Zoe (Guest):

I got a DM from TikTok Singapore to say, "Hey-"

Eric (Host):

Wait they DM you on Instagram or they DM you on TikTok?

Zoe (Guest):

No, I wasn't on TikTok yet.

Eric (Host):

They DM you on Instagram on TikTok, well played. Well played. How come TikTok never messaged me? Anyway ...

Zoe (Guest):

You're already old.

Eric (Host):

Anyway, tell us. They DM you.

Zoe (Guest):

They DM me, said "Hi. We love your content. We would like to get you to create your content on TikTok." I was like, "Cool." Of course I was feeling so honored to get this kind of DM. But I was a bit hesitant. 

Eric (Host):

Why? 

Zoe (Guest):

Because, what would people think about this aunty on TikTok.

Eric (Host):

Hey, come on you're not an aunty. You're [inaudible 00:15:20] but your hesitation was?

Zoe (Guest):

Because, like I said, it's for the youngsters. Lip syncing, dancing, that was my perception of TikTok at the time. 

Eric (Host):

Same. 

Zoe (Guest):

I was thinking about what would my audience think about, this? 

Eric (Host):

They may not take you seriously.

Zoe (Guest):

Yeah, exactly. That was my biggest hesitation to go on TikTok. I thought it's just like another social media platform. I already have quite a few. I thought, okay. But then they just asked me again, and then as I was thinking, I was turning 40 at the time.

Eric (Host):

Can't tell you guys. I'm right in front of her. You can't tell.

Zoe (Guest):

Thank you. Thank you. 

Eric (Host):

You see good sleep helps. 

Zoe (Guest):

Beauty sleep is real.

Eric (Host):

Beauty sleep is real, hashtag.

Zoe (Guest):

As I was saying I thought to myself, "Hey, I'm turning 40, and my mission is to empower 1 million tired and sleep deprived families out there. Why should it matter what platform I use?" I just wanted to achieve my mission and I thought, I need to show up so that others can find me.

Eric (Host):

Fantastic. Zoe, you've been on Instagram quite a bit. That was how I first got to know you and then you're on TikTok, what's the difference between Instagram and TikTok? What's the benefits of being on TikTok versus Instagram?

Zoe (Guest):

Think back, basically TikTok right now is Instagram back in 2012 or 2013. You want to, if you missed that boat now is the time for you to get on TikTok because you don't want to miss that boat again.

Eric (Host):

Do you think that we still have got a chance? 

Zoe (Guest):

Yeah, definitely. 

Eric (Host):

We're still at a very early stage of TikTok. 

Zoe (Guest):

Yes.

Eric (Host):

My God, that's where you get free attention, right? 

Zoe (Guest):

Uh-huh (affirmative).

Eric (Host):

Why is it so easy to get so much eyeballs and attention on TikTok [inaudible 00:17:09]?

Zoe (Guest):

Because I think they just want to encourage more creators on TikTok. Also a lot of people probably shy away from videos. They always think that, video is so hard or they are camera shy. They think maybe it's too hard. I think people like to consume, TikTok more than they like to create.

Eric (Host):

I see. We actually end up with more consumers than content creators, which is fantastic for us content creators, because we have lesser competition. Here's my analysis of TikTok and Instagram. You see Instagram celebrates relationship, meaning to say, I must follow Zoe then I can see Zoe's content. Also assuming that Zoe has been creating a lot of good content and I've been engaging with you, however, TikTok it's very different. TikTok rewards recency. I mean, it doesn't really matter if I follow Zoe, but TikTok, will actually send me Zoe's content and that's how I discover Zoe. I feel that that's the biggest difference. It's like, Instagram, we never look at explore page. We always look at our main pitch, but on TikTok, we busy look the, for you page first.

Zoe (Guest):

FYP.

Eric (Host):

FYP. FYP, usually it was not a good word for me because FYP means finding your project, FYP means for you page. I guess for those of you who you want fast attention, you want a lot of traffic, organic good traffic. I really think that TikTok is a fantastic platform. 

Zoe (Guest):

Yes. 

Eric (Host):

Do you think that it's a platform that we can take seriously right now. Now that you've been on a platform for about two years, is it really just for teens?

Zoe (Guest):

No, the young and the old they are all there.

Eric (Host):

They're all there.

Zoe (Guest):

Well, coming up. They're up and coming. Really it's one of the most downloaded app. It has over 800 million users. You really want to jump on this platform right now, seize the moment and like I said, don't miss the boat this time.

Eric (Host):

Don't miss the boat. Please jump on TikTok. For those of you, if you're thinking about jumping on the boat, but you have no idea how, stay with us, because we're about to go into the tactics. Zoe, now tell us what was your content strategy?

Zoe (Guest):

My content strategy. Well as you know, I told you I'm quite a spontaneous person. 

Eric (Host):

She invited me for dinner. She was just like, "Hey, you know what, should we go for dinner?" I was like, "That's the kind of person I like to hang out with." We had an over plan. Being spontaneous.
 
 Zoe (Guest):

Yes. Being spontaneous. I remember there was one video that I was waiting for my friend to come down for lunch and she was a bit late and I just thought, I just read this section in a sleep book recently. I thought, hey, it was coming to the new year. I thought, maybe I should do a TikTok video to tell people why sleep is so important. Then, so I just filmed it in the car, telling people "Do you know what happens if you don't get enough sleep?" I just like, read out the points.

Eric (Host):

I watched that video because you mentioned about cancer, you mentioned about heart attack. These are the two biggest ones. You know what the most interesting thing is actually one of your best videos. It has close to 300,000 views as of now. 

Zoe (Guest):

Well.

Eric (Host):

We did our homework. It's pretty cool. Number one, being spontaneous, it's your content strategy. Do you have other tips for us when it comes to creating content?

Zoe (Guest):

I also listen to my followers, the comments that they tell me. They will ask me, " What kind of food should I eat to sleep better?" I came up with content on that. It's also one of my better performing videos on TikTok. 

Eric (Host):

Is it the one with what food to eat to help you in your sleep? 

Zoe (Guest):

Yeah. 

Eric (Host):

That one actually is your best one. When I first researched you, it was about 308,000 views. I remember guys, you need a banana, drink warm milk, eat macadamia nuts for elements because it has magnesium. A good student there.

Zoe (Guest):

Yeah, Eric I was going to say, yes, you're such a good student. Great minds.

Eric (Host):

Because I really need it. Number two is listening to your audience, pay attention to the questions they ask you and just provide answers in 15 seconds to 30 seconds. 

Zoe (Guest):

Correct. 

Eric (Host):

Got it. Give us more tips. What else can we do to create great content on TikTok?

Zoe (Guest):

Another one that you can do is mash up basically repurpose content that you consume from others and repurpose it to your own specific niche, your specific topic. 

Eric (Host):

Give us ana example.

Zoe (Guest):

Basically like the other time, I always see people talking about, what kind of cool apps they can download to make their life better or something, to improve productivity. Then, so I thought, maybe I can come up with four apps to help you sleep better, like calm, hit space all this.

Eric (Host):

That's beautiful. Got it. I mean, in marketing, we call it like mashed up. You're using content that already work in other niche and then you transfer that into your niche, which is sleep. If you guys are in insurance, then it will be four apps that help you in your finances. Or if you're a real estate four apps that help you to be able to sell your property better. Is that what you're trying to say? 

Zoe (Guest):

Yes, exactly. 

Eric (Host):

This is fantastic. There's a saying, that rubbish in rubbish out. If you consume great content, then you're able to create great content. I think you just pointed out.

Zoe (Guest):

Bingo.

Eric (Host):

Bingo, lasting. Well, really get the most hours Zoe today. What's another tip to help us create great content on TikTok?

Zoe (Guest):

Using trending music. That's a no brainer. 

Eric (Host):

Trending music and song. We have a lot of beginners here, explain what do you mean by that?

Zoe (Guest):

On TikTok, they have this homepage or explore page where you can actually look at the trending music or trending song. You just basically use that and then start creating any video that you want. 

Eric (Host):

I can do an educational video. I can share tips, hacks, but I just use that sound and then my video can already go viral?

Zoe (Guest):

Yeah. Because they are basically showing all this trending music for the people on FYP. 

Eric (Host):

I see.

Zoe (Guest):

You just got to use the song. 

Eric (Host):

Use the song. That's pretty easy.

Zoe (Guest):

Or you can use special effects like filters that are also trending sometimes. 

Eric (Host):

Got it. Special effects for filters, special effects for song. Guys, there you have it man. Four great tips from Zoe on how to create great content on TikTok. Number one, just be spontaneous and share things that you've recently learned. Number two is to listen very carefully to questions that your customers ask you and then create answers to those questions. Number three, mashup, look at great content for other niches, transfer that to your own niche. Number four, follow trends, follow trending hashtags and trending songs and filters. 

Zoe (Guest):

Yeah. 

Eric (Host):

Fantastic. 

Zoe (Guest):

Summed it up well.

Eric (Host):

You know what, so no excuse for all of us not to be on TikTok. 

Zoe (Guest):

Exactly.

Eric (Host):

Now, another question. It is easy to create momentum, if your videos are doing well. Imagine your videos have 10,000 views, 20,000 views. I'm pretty sure you'd be damn excited and you'll be creating a lot more videos because you've got attention. You've got endorphin rush. But what if our videos have only five views, six view and no matter how much effort we put in, we post every day, three times a day, but we get very little views. How do we stay consistent until we see results?

Zoe (Guest):

Well, that's the beauty of TikTok. Like I said, you never know even your own videos may suddenly become viral because the algorithm, they will keep pushing it out. IF you find that your old videos may not be working out, maybe you can repost it. Maybe you should do a new one and then repost it with the trending music like I said, just now and you never know. But honestly my first few videos, they didn't get that many views as well, but I just keep posting because honestly, I genuinely enjoy being on the TikTok. 

Eric (Host):

Why? What is it? What's so fun about being on TikTok?

Zoe (Guest):

It's like by size format and you can just basically share with people what's in your head in very shot and condense, straight to the point kind of version. Instead of talking and talking and talking, sometimes people just tune out.

Eric (Host):

If you are stubborn, like me don't be on TikTok because you will not do well, but if you're the kind of get to the point kind of person and you're very spontaneous. You'll be able to ... And you love music. 

Zoe (Guest):

I love music as well. 

Eric (Host):

Therefore you can just borrow the music and think of things. 

Zoe (Guest):

Yeah. 

Eric (Host):

I love that.  Now I remember you mentioned to me, there was a dentist, that did very well on TikTok. Could you tell us more about him?

Zoe (Guest):

This doctor Tristan Pay, he basically had over 500 K followers. I read that on Straight Times he was featured as one of the TikTok influencer because he's in the healthcare and not many dentists on TikTok. 

Eric (Host):

I know, what does he do? Like he record videos of crying patients or the sound of the drills [inaudible 00:25:50]. 

Zoe (Guest):

He likes to do a duet with people with other TikTok creator. Then after he would just like show people how to brush your teeth or things like that. But he has a lot of them.

Eric (Host):

Just by showing people how to brush their teeth. 

Zoe (Guest):

He just like, he posts three to four times a day. I only do once a day or maybe sometimes not every day. 

Eric (Host):

Got it. Or perhaps because you feel that it's so easy to create bite-sized video people can really create two to three videos very easily.

Zoe (Guest):

Yeah. When I first started, it took me awhile to get the hang of it. But now I do my content in batches. Since I already kind of like on the road, so I'll do like four or five videos at one go.

Eric (Host):

Some people are very conscious about how they look on a camera. Do you think that people can look good on TikTok? Is that very flattering through this? 

Zoe (Guest):

Yeah. 

Eric (Host):

You know what I mean? Because like, sometimes you just wake and you have like, not all of us are like you, have good beauty sleep. Some of us haven't been sleeping at all. What's sleep? If you don't have very good skin and maybe you have a bad skin day and you want to put make up, but yet we know we need to produce TikTok videos. Do you think TikTok has good filters [inaudible 00:27:04].

Zoe (Guest):

Yes, there's a lot of filters they can. If you don't want to put on makeup, you can even do the makeup thing and you don't even have to put on actual makeup. 

Eric (Host):

You'll still look good?

Zoe (Guest):

Yeah.

Eric (Host):

Guys, you got to go check it out there. TikTok filters make you look good. You know what, it's psychology. If you look good on the camera and you want to feel more, it's like how my mom on my comment, I hope my mum doesn't listen to this. I noticed on days when my mom feel good she would make us go out and take photos for her. But on days that she don't feel good you better not take a photo of her otherwise she will cancel you? I guess we got your answer. Do you also think that the way to be consistent is because of your purpose?

Zoe (Guest):

Yes. I wanted to share with you why I also like to create videos on TikTok is because I would like all this videos because I share about my sleep tips and I share about positivity, basically with them in my head. I share all this because I want my kids next time because I always think that, before my accident, I thought, I'm going to live till 80. But after my accident, I don't think so anymore. I mean, you never know what's going to happen to you. I want to live like ... I used to journal. I used to journal thinking that, what happened? I want my kids to know who I am, but then now I realize they're not going to read journals my diaries. I thought, hey, TikTok videos, they can really basically go through all these videos and know exactly what their mom would be telling them to do or what's in her head.

Eric (Host):

That's so beautiful. I've never seen TikTok or any social media platform for that matter. That it's a legacy, a gift for our kids or for whoever that we want to serve.

Zoe (Guest):

I actually tell my kids that.

Eric (Host):

How do they respond to you when you're telling them that?

Zoe (Guest):

They say oh.

Eric (Host):

The oh. You make sure they bookmark your own videos [inaudible 00:28:49]. 

Zoe (Guest):

Yeah.

Eric (Host):

This is so beautiful, Zoe. 

Zoe (Guest):

Thank you.

Eric (Host):

Now, Zoe, we talk a lot about the bright side of TikTok, but let's admit it. There's also the dark side of TikTok. I mean, of all social media platforms I get the worst complaints on TikTok. Is it just me or do you get a lot of negative comments too?

Zoe (Guest):

No, it's just not you I get it too. It's part and parcel of being on social media and the haters always going to hate you.

Eric (Host):

But the haters are super live on TikTok He does. I don't get any haters on LinkedIn, but oh God TikTok is horrible.

Zoe (Guest):

I don't know if other social media platforms have this, but TikTok has this a proof filter comments. Yes, there are some words that I do not want people to use it on my content.

Eric (Host):

Because your kids are going to be watching these videos. 

Zoe (Guest):

I will actually put all those words and then I say filter those do not let them even say those words.

Eric (Host):

Fantastic. You can do that under TikTok settings and do that filter?

Zoe (Guest):

Yes. 

Eric (Host):

I love it. Shall we have some fun with it? Do you still remember what was on the negative comments that you've received? Shall we compare? I prepared mine as well. As Zoe prepare hers, I just want to let you know that one of my videos that did really, really well on TikTok had 1.1 million views, but that's the only one that did so well. But unfortunately out of that 1.1 million views there were a lot, a lot, a lot of negative comments. I had 428 comments by the way, most of them are negative. I'll tell you what those comments are. 

Zoe (Guest):

Yeah.

Eric (Host):

This is the dumbest thing ever. CEO of trying to sound smart, ouch. Sleep came to me, that's why I can be a sleep expert too. Typical influencer, good at selling words. This one was Ching Chong, I learned nothing. Any one of you that get negative comments, this is how bad it is. How about yours?

Zoe (Guest):

It's harsh, right?

Eric (Host):

This is super harsh, Zoe I want to cry when I see those comments from these young people, how about you? What comments do you get?

Zoe (Guest):

You know to be honest with you, because I told you I'm a TikTok, positivity queen. I actually liked to like delete.

Eric (Host):

After, I'm going to do that. I'm going to sensor. 

Zoe (Guest):

Because I find that people come to me because they want to be positive. They want to really get some inspiration and motivation. Then if they go to the comments section and they see all this negativity that doesn't sit well with me. That's why I actually would delete it or if I find that, hey, they are not my ... Actually all these people, they don't follow you anyway. They just leave nasty comments.

Eric (Host):

They just make your day bad overall. 

Zoe (Guest):

That is actually, it's not a reflection of you, but it's really on them. 

Eric (Host):

Could you say that again? That's so useful. Whenever we receive these comments, how can we [inaudible 00:31:34]?

Zoe (Guest):

It's not a reflection on you, but it's a reflection on them. They are trying to make your day bad, but it's how you react to it.

Eric (Host):

I love it. Because hurting people hurt others. Maybe that's the narrative that we need to tell that instead of making it personal just to ourselves, that the reason why they can be so toxic is because they probably are hurting. I love that. Do you have one or maybe Zoe is so good at deleting all this negative coming. We should learn from her. I didn't even know that you can do that, profanity censoring. I'm going to try it in future. Don't worry if can't find any, I mean, after all you're a positivity queen. How would negative comments thrive in your TikTok page. 
 
 But I wanted to say that something that helped me, Zoe, it was a friend who actually helped me realize that. When I was like, I couldn't sleep at night when I saw all the comments, I couldn't sleep. I was like, I've been in the social media world for so long I cannot take this, but I really can't take it. I couldn't sleep. Then a friend of mine, the following day told me this, "Eric, your focus is your reality," he said. "Your focus is your reality." I said, "What do you mean?" He said, "Eric, look at it, you had 76,000 likes. It means these are people that like your video and you have probably a hundred negative comments. Why are you focusing on a hundred negative comments and not the 76,000 people who actually love that video."

Zoe (Guest):

Exactly.

Eric (Host):

That got me out of that rut. I guess two tips for you guys. Number one, hurting people, hurt others don't take it personally. Number two, I like Zoe's idea. Create a profanity sensor filter. Number three, is focus on the good. 

Zoe (Guest):

Correct. 

Eric (Host):

I love that. I'm curious, Zoe, you had a lot of followers on TikTok. You had a lot of attention on TikTok, but how do you monetize it? Because we're not here to just get attention. We're here to do real work, to do business. For you, what was the way that you monetize your influence?

Zoe (Guest):

Well, so I get brands coming to me, wanting to collaborate with me. In fact, before this interview, I actually went over to a store to film a TikTok video for a brand. 

Eric (Host):

Oh my God.

Zoe (Guest):

Yeah. It's basically for parents. This brand paid me to film a TikTok video.

Eric (Host):

Fantastic, brand sponsorship. What else? What else can we monetize [inaudible 00:34:01]? 

Zoe (Guest):

Actually, believe it or not, I actually got clients from TikTok as well, parents. You would think that, it's mostly for youngsters, but no, I actually got parents from TikTok. They saw all the sleep tips that I was sharing, and then they basically DM me and say, "Hey, can you ...?"

Eric (Host):

But DM there's no DM Function in TikTok?

Zoe (Guest):

There is.

Eric (Host):

There is.

Zoe (Guest):

There is but I turned it off because I might get hundreds or thousands of random messages. I turned that off, but I also put a link in my bio that people can just go there and book a free discovery call with me.

Eric (Host):

I love that. Put a link in bio that leads to a discovery call and they can set it up, to have a chat with you and these are the serious people. 

Zoe (Guest):

Yeah. 

Eric (Host):

I also know that you are big on Instagram, so how can we leverage on Instagram as well?

Zoe (Guest):

Well basically whatever content that I created on TikTok, I can just post it to Instagram. Honestly, I have so much content on TikTok that I have not actually posted on Instagram. I have really got so much going. I have so much content that I just don't even, I haven't caught up to posting everything from TikTok to Instagram. 

Eric (Host):

I love that. In fact there's this thing called IG reels and unfortunately, IG reels basically they are trying to beat TikTok. Friends from overseas who are actually using IG reels they tell me a little secret. They say that "Eric, the minute IG reels come into your country, use it because Instagram is super duper biased." The minute you use IG reels, Instagram will give you as much reach as you want, because they want you addicted to that feature because they want a big TikTok. I guess if IG reels is already in your country, then anything that, Zoe has just shared with you use it on IG reels. Otherwise practice on TikTok first and then when IG reels come about, you can start using it. 

Zoe (Guest):

Yeah. Exactly.  

Eric (Host):

I love that. Thank you so much for sharing so much tips TikTok. 

Zoe (Guest):

You're welcome.

Eric (Host):

If we want to follow you on TikTok. How do we follow you? What's the handle?

Zoe (Guest):

@SGsupernanny same for my Instagram.

Eric (Host):

@SGsupernanny and her Instagram handle is also @SGsupernanny. Now, Zoe I know today, when I invited you was to talk about brand and TikTok, but I cannot let you go without talking about your area of expertise. For those of you who are parents with young kids and you're not sleeping and you're turning into a zombie because your kids are super duper active at night, listen up because I'm going to help you ask Zoe a few questions. Question number one is an easy one. How do we help our little kids and toddlers sleep through the night so that we can sleep as well? 

Zoe (Guest):

Follow my five step system. 

Eric (Host):

Oh my gosh. She's so prepared. Tell us the five step system.

Zoe (Guest):

Number one, you got to understand the science of sleep. If you don't understand the science of sleep, you won't be able to explain, predict and control your child's sleeping situation. Number two, you got to prepare the ideal sleep environment for your child. You got to create a dark and cozy sleep cave for them so that they know that it's sleeping time. Number three is also very important. You got to establish a routine. Remember that's what my neighbor told me. 

Eric (Host):

Yes. 

Zoe (Guest):

Yes. Without a routine, your life will be chaotic. Babies strive on structure and routine and they will develop habits readily, if you have a good structure and routine in place. Number four, you got to have a sleep plan. If you fail to plan, you plan to fail. Number five, you gotta teach your child the art of self settling. Basically they need to learn how to fall asleep independently without any sleep props. 

Eric (Host):

No need to let them listen to calm meditation. I love that. Now, obviously, there's a lot more, we can dig into that each of the point, but I know Zoe came, we've a book that she recently wrote. Could you tell us more about this book? 

Zoe (Guest):

I wrote this book-

Eric (Host):

Show the camera [inaudible 00:38:02]. For those of you watching us on YouTube, you get to see the book. The title of the book is Sleep Baby Sleep, sleep supernanny's five simple steps to a better night sleep for you and your baby. Tell us more about this book.

Zoe (Guest):

Basically I wrote this book because when I was a tired and sleep deprived mom, I had to read a lot of books that were so thick. I was so tired and then they asked me to read, cover to cover.

Eric (Host):

Actually maybe that's the secret. Trying to induce sleep on you.

Zoe (Guest):

Yeah. But to me, it was really complicated. It was really hard for me to follow. But I wrote this book because it's very straightforward, very simple and easy to follow. That's what a lot of my readers told me. They say, "Wow, your book is life changing and so easy to follow." Some of them just read my book and they don't even have to ask me for the coaching.

Eric (Host):

Because it's so self-explanatory.

Zoe (Guest):

Yeah.

Eric (Host):

I need you to tell us, I mean, how do we get this book? 

Zoe (Guest):

You can find it at the bookstores here, popular Kinokuniya or even at Mothers World. 

Eric (Host):

Mothers where?

Zoe (Guest):

Mothers World.

Eric (Host):

What's that? Sorry. 

Zoe (Guest):

It's a baby store. 

Eric (Host):

I'm not a mom or a dad so I have no idea. I'm so sorry. I apologize. No, but don't forget. We have a lot of listeners from outside of Singapore. How do they get a copy of this book?

Zoe (Guest):

You can find it on Amazon as well. 

Eric (Host):

Oh my God.

Zoe (Guest):

I sell them on my website as well. 

Eric (Host):

Fantastic. So go follow you on Instagram and we'll sure be able to get a copy of this book. 

Zoe (Guest):

Exactly.

Eric (Host):

I'm going to be selfish. I have three more minutes left and I want to ask questions for myself.

Zoe (Guest):

Okay.

Eric (Host):

Zoe, I don't sleep very well. Recently I did a circle DNA. I don't know if you know that, you do a swap and then send it to Hong Kong and then they tell you.

Zoe (Guest):

What's the result?

Eric (Host):

Apparently my result is I'm insomniac. 

Zoe (Guest):

Really? 

Eric (Host):

Yeah. My DNA says that I struggle to sleep and I mean, I've heard the things like have a sleep hygiene. Have a sleep routine, but the problem with me is that I have a very active mind I can't switch it off at night. It doesn't help that now I'm turning 40 as well. I'm having aches as well.

Zoe (Guest):

Man you're going to love it.

Eric (Host):

Thank you. I'm having aches and the aches are not aiding sleep. Any advice for me?

Zoe (Guest):

You know what smart people they tend to be insomniac.

Eric (Host):

Come on. Oh my God, those of you who sleep very easily, sorry your IQ is very low. 

Zoe (Guest):

No, that's not what I meant.

Eric (Host):

That's what I'm going to tell my friends next time.  You know what, seriously I tell my friends, sometimes I go on sleep overs with them, slumber parties with them. I look at them, I go like, "It's a blessing to be able to just sleep like that and I can't?" 

Zoe (Guest):

You can't.

Eric (Host):

Any tips?

Zoe (Guest):

Basically you got to go into we talk about sleep hygiene. I need to know whether, are you making sure that you switch off your gadgets at least one hour before bedtime? 

Eric (Host):

Oh my God. Well, I mean, I blame Netflix. What about Kindle? Not Kindle. Sorry. I read eBooks before I sleep, but I read fiction books on iPad.

Zoe (Guest):

On kindle?

Eric (Host):

On iPad.

Zoe (Guest):

Kindle is better, if you really want to use an electronic device Kindle is better. 

Eric (Host):

Even if I wear blue blocker glasses or sunglasses, it doesn't really work, is it?

Zoe (Guest):

Well, if you're going for the blue light blocking glasses then yes, it's better than not wearing it because basically all this blue light exposure that you're getting is basically signaling to your brain that it's still daytime. That's why your brain is not triggering the production of melatonin because they think it's still daytime. That's like all this artificial light that we have, the blue light, you got to cut it off that's number one.

Eric (Host):

Got it. That is if I want to sleep by 12:00 AM, I have to be strict that at 11:00 PM, no more phone, no more reading e-books.

Zoe (Guest):

Yeah.

Eric (Host):

Then what do I do in that one hour to help me sleep? 

Zoe (Guest):

Use a physical book.

Eric (Host):

Read. 

Zoe (Guest):

Read.

Eric (Host):

Read a physical book. I can still just read a physical book.

Zoe (Guest):

Exactly.

Eric (Host):

But I have lights on me, is it okay? Orange lights on me. 

Zoe (Guest):

Yeah, I think it's okay. But try not to make it too bright or things like that, but it's a good way to wind down and try not to bring your phone or any laptop to your bed, because you want your brain to associate your bed as sleeping place. If you're always working on your bed, then your brain thinks that, let's get ready to-

Eric (Host):

I watch all my movies on the bed. I get it now. Two tips for you. Number one is be strict about that one hour. Then number two is really create a space on the bed where it's only purely for sleeping. 

Zoe (Guest):

Mm-hmm (affirmative).

Eric (Host):

Great. What about, is there something I can take before in that one hour that will help me to sleep better?

Zoe (Guest):

You shouldn't try to eat anything, so close to .... 

Eric (Host):

Pills?

Zoe (Guest):

No. 

Eric (Host):

No, melatonin what about that?

Zoe (Guest):

That's basically, if you are suffering from jet lag.

Eric (Host):

You don't abuse those vitamins and nutrients. 

Zoe (Guest):

You shouldn't.

Eric (Host):

Oh my God. You know what? Something tells me that I may get some answers in her book, Sleep Baby Sleep. Because I like to think of myself as a baby too.

Zoe (Guest):

It is for parents.

Eric (Host):

For parents only I want to see whatever they ask the parents to do, I'll do it on myself. 

Zoe (Guest):

Okay.

Eric (Host):

You know what, Zoe, it's been a huge pleasure meeting you, knowing you. 

Zoe (Guest):

Likewise. 

Eric (Host):

I love your energy and let's do some TikTok videos in future together.

Zoe (Guest):

Promise, yeah. 

Eric (Host):

I promise, high five. 

Zoe (Guest):

High five.

Eric (Host):

Thank you Zoe. Thank you very much Zoe for coming to the studio and sharing with us so much about TikTok positivity and sleep, I wish you all the best in your vision.

Zoe (Guest):

Thank you so much. 

Eric (Host):

One day when I'm a parent I'll be one off at 1 million support. 

Zoe (Guest):

Remember me. 

Eric (Host):

I will absolutely remember you. You know what guys, I am absolutely ready for bed, but before I do, I just want to summarize some of my key takeaways. I think the biggest one for me, and it's very comforting for me is to know that every struggle that I face has a purpose. There's a saying that the depth of one struggle determines the height of one success. That if you are going through a certain struggle, if your life you're going to a certain mess, you're going through a certain stumbling block. Hey, you know what, number one, no one's ever going to give you ... I believe in God. I believe that you will not be given what you can't handle. The fact that you go through it, it means that you have what it takes to go through it and to come up as a victor and not just the win for yourself, but that one day when you go through it and you become successful, then your mess becomes a message.

Your pain becomes your purpose. I felt that that was actually my biggest takeaway, more than what I've learned about TikTok and sleep, which I think is super important. But I feel that, this is the most important thing. If you're always wondering what's my purpose in life, or you can't find that, why to do the things that you do, I'd like you to, instead of seeking people out there to find your purpose, why not dig deep into your life journey and your life story. The answers are already all there. I wish you success in finding your purpose. Most importantly enjoy this interview. If you enjoy this interview, we post podcasts like this every single week on YouTube. Remember to subscribe, hit the bell notification and I'll see you in the next video.