Bad Ink Studios and why they're always on my TikTok front page
Diving into the weeds of creating Interdimensional, an anthology by Evan Schultz and Lydia Roberts
OK, this was one of my favorite interviews, no cap1. There’s nothing like the vibe of chatting with fellow comic creators, especially ones as talented as Evan Schultz and Lydia Roberts, the creative powerhouses behind Bad Ink Studios, because you know you’re gonna learn something.
Bad Ink’s anthology series, Interdimensional, has been one of the freshest comics I’ve read in a while, blending sci-fi and fantasy in clever tales that will feel familiar to readers of 2000AD’s Future Shocks.
While we get into the weeds on the now sold-out first two issues and an upcoming in-production third installment, including Bad Ink’s process, I also wanted to drill down on why I’m seeing Schultz pop up so much on my TikTok front page, how they built their incredible TikTok presence (43.3K followers, as of this writing, of which I am one), benefits of the platform, and tips for how other creators can go about using TikTok to market their work.
[See below for my top TikTok takeaways from our conversation.]
Schultz and Roberts give us a glimpse into how they met, their creative process, and how ideas often emerge from a mix of intake from various forms of media and spontaneous bursts of inspiration.
Schultz and Roberts possess an unwavering passion for their craft, taking pride in creating dynamic narratives accompanied by stunning art. Each element of Interdimensional is a labor of love that reflects not only the duo's combined creative genius but how their integration as a creative partnership leads to a superior line of storytelling.
Keep up with all things Interdimensional on their TikTok (natch) and their website. Be sure to check out their regular updates on social media and their website, BadInkStudios.com.
[Click the pic to take you through to YouTube.]
The covers to Interdimensional, issues 1 and 2. I mean, just look at No. 2. I love everything about it.
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TOP TIKTOK TAKEAWAYS
Bad Ink Studios started using TikTok as an experiment, initially posting the same content on Instagram and TikTok to compare engagement. They found that the same content would net 10,000 views on TikTok (compared to mere hundreds on Instagram), and have leaned into that platform.
The return on TikTok was not just in views and engagement, but also sales. Most sales now come from people who discovered them through TikTok and clicked on the link in Bad Ink’s bio.
TikTok has allowed for more organic growth compared to platforms like Facebook or Instagram. The initial audience was friends and family, but TikTok has allowed them to reach a wider audience.
Building community on TikTok, a platform they describe as organized and supportive. Being on the platform eliminates some of the gatekeeping of major comic publishers, allowing Bad Ink to connect directly with the consumer.
Authenticity resonates. Schultz and Roberts aren’t concerned about trying to anticipate what readers might want to read or capturing trends, instead focusing on creating what feels authentic. This authenticity comes across in their work and is part of what has made their marketing successful.
They produce a mix of videos for TikTok. As well as high-quality, produced videos, Schultz posts about process (his coloring tutorials do really well), and just plain entertainment.
My understanding is that this is how the kids talk.