How Tessa Barton Turned Influencing Into A Bootstrapped Tech Startup

Key Concepts

• Creative direction
• Creator tools and inspiration
• Bootstrapping a tech company
• Social media marketing and community building
• Authenticity in content creation
• Evolving social media landscape
• Balancing trends and personal style
• Team building and leadership
• Brand refresh and identity
• Future of social media

Career Trajectory and Creative Direction

Tessa Barton, the founder of Tesa, describes herself as the creative director of Tesa, focusing on providing creators with tools, inspiration, and connections with brands. She also works as a content creator to stay connected to the industry and understand creators' needs. Her goal is to create a safe space for creators to learn and create.

Entrepreneurial Beginnings and the Genesis of Tesa

Tessa always had an entrepreneurial spirit, starting businesses as a child. Growing up in a family of entrepreneurs and artists inspired her. She wanted to empower others to embrace their creativity, which led to the creation of Tesa.

Photography Background and the Rise of Social Media

Tessa started her career in photography, drawn to its storytelling aspect. She embraced Instagram early on, seeing it as an opportunity to teach and inspire others to create content. In 2010, she and her husband moved to New York City with limited funds. She leaned into social media to pay rent, growing a community interested in her aesthetic. She openly shared her knowledge, believing that sharing leads to growth.

Building Tesa: A Bootstrapped App

In 2018, Tessa and her husband bootstrapped Tesa in a small apartment in New York City. They felt the market lacked a platform catering to women creators. The app has since reached over 25 million downloads. They built it as a passion project, responding to community needs.

The Evolution of Social Media and Business Opportunities

Tessa realized the business potential of social media around 2015-2016 when she met with a social media manager. She initially found the concept "sketchy" but realized the potential for earning. The term "influencer" emerged a few years later.

The Term "Influencer" and Its Connotations

Tessa initially disliked the term "influencer," finding it pretentious. However, she acknowledges the power of influencing others, both in sales and in inspiring creativity. She feels pressure to be forward-thinking and authentic in her content.

Community Building and the Launch of Tesa

Tesa launched in 2018 and quickly gained over a million downloads. Tessa had already been building tools and resources for creators, including a book called "Insta Style." The community appreciated that Tesa was built for them, offering an easier and better option.

Working with a Partner: Challenges and Strategies

Tessa and her husband, Cole, had a similar creative energy and had played in a band together. Working together was challenging initially. She advises defining roles and focusing on a bigger goal to avoid frustration. They bootstrapped the business and didn't hire anyone for three years. This allowed them to build the app meticulously and honestly with community feedback.

Tesa's Services and the Shift Towards Raw Content

Tesa has evolved into a Creative Suite with video and photo editing tools, templates, and planning features. Tessa acknowledges the trend towards raw content but believes there's always room for edited photography and storytelling. She aims to help people define their style and caters to both edited and "no edit" aesthetics.

Adapting to the Changing Social Media Landscape

Tesa constantly evolves to adapt to the changing social media landscape. Tessa believes new platforms supporting creators will emerge. She emphasizes the importance of storytelling and creating unique content.

Inspiration and Content Creation

Tessa draws inspiration from fashion magazines, movies, and various aesthetics. She tests different film cameras and aims to provide similar experiences within the app. She avoids fleeting trends and focuses on timelessness.

Technical Aspects and Product Development

Tessa creates every preset and grain in the app. They test on thousands of images, focusing on highlighting natural beauty. They have brought in developers to help with film emulation and video features.

Team Structure and Company Culture

Tesa has a small team of 12 people, including a marketing team, a head of community and content, developers, and product managers. Tessa and her husband are still heavily involved in marketing.

Maintaining a Healthy Relationship While Building a Business

Tessa and her husband prioritize their relationship by having a weekly lunch meeting without phones and taking long walks to discuss ideas openly.

Leadership and Hiring Challenges

Being a leader and hiring people has been difficult for Tessa. She emphasizes the importance of seeking advice from others and understanding different roles within the company.

Advice for Aspiring App Founders

Tessa advises thinking through subscription plans, analyzing the competitive landscape, and ensuring a clear story. She also recommends hiring for skill gaps early on.

Realizing Tesa Was a Company

Tessa realized Tesa was a company about three and a half years in, after a viral TikTok video. This made her realize how many people were using the app.

Building a Community on Social Media

Tesa has a strong social media presence with 2.5 million monthly users and nearly two million Instagram followers. They treat the brand like a person, creating a fun and engaging community. They are pro-social media and support creators' success.

Curating Content and Community Engagement

90% of the content on Tesa's platform is organic, posted by users. They constantly provide value to their community, involving them in the development process. They use social media and a "Tesa AV club" for feedback.

Challenges and Opportunities

The biggest challenge is finding talented video and photo developers. Opportunities lie in moving quickly, collaborating with brands, and creating unique events.

Event Examples

Tesa has created interactive photo booths for 818 Tequila, spaces for celebrities at the American Music Awards, and virtual events for Hourglass Cosmetics and Summer Fridays.

Balancing Content Creation, Fashion, and Business

Tessa balances content creation, fashion, and business by being in the "Venn diagram" of these industries. Moving from New York to Los Angeles has expanded their reach.

Brand Refresh

Tesa is undergoing a brand refresh to better represent their vision and create a website that reflects their goals. They want to be more than just a tool, but a place for inspiration and education.

Target Market and Community

Tesa's target market is young women, who drive trends and sales. They focus on the fashion, lifestyle, and beauty space.

Future Expectations and Tesa's Vision

Tessa expects a new wave of social media and is focused on helping creators create more and quicker. They are excited about working with other creative directors and giving users the tools to create their unique content. She anticipates brands will become more creative with their content.

Conclusion

Tessa Barton's journey with Tesa highlights the importance of community, authenticity, and adaptability in the ever-evolving social media landscape. By bootstrapping the company, prioritizing user feedback, and staying true to their vision, Tessa and her team have built a successful platform that empowers creators and fosters a thriving community.