How This Couple Makes $1,000 a Month Cooking on TikTok

What began as a fun experiment to recreate iconic state-themed sandwiches has grown into a thriving digital brand for Maddy and JD, the couple behind Them Bites. With backgrounds in photojournalism, restaurant management, and SEO, they had the right mix of skills to build something special — but TikTok wasn’t their first choice. It wasn’t until their recipes started gaining traction that they realized the platform’s potential to grow their brand.

Now based in Asheville, the duo juggles full-time jobs with content creation, bringing in over $1,000 a month through the TikTok Creators Rewards Program and occasional sponsorships. Their knack for mixing nostalgia with fun, down-to-earth content has helped them build an audience of 120K+ followers across platforms. What started as a creative outlet has become a blueprint for anyone looking to turn their passion into profit through social media.

Recipe for Growth: How They Built Their Audience

When Maddy and JD first gave TikTok a try, they weren’t impressed. The platform felt chaotic, and the trends seemed impossible to keep up with. But once their videos started gaining traction, they realized TikTok was the perfect place to grow their brand. It offered a way to reach thousands of viewers quickly without needing a big budget, so they decided to go all in. “It quickly became clear that TikTok is by far the best platform for influencers our size,” they said.

Their big breakthrough came from an unexpected spark of inspiration: state sandwiches. JD had the idea while brushing his teeth — simple, but perfect for social media. The series tapped into nostalgia and got people talking, with viewers sharing their opinions and sticking around to see which sandwich would represent their state next.

Their Pepperoni Rolls video, celebrating West Virginia, quickly racked up 3 million views on TikTok, bringing in 10,000 followers almost overnight.

@thembites West Virginia is on to something with these Pepperoni Rolls #westvirginia #pepperonirolls ♬ original sound – Them Bites

On Instagram, the Vermonter sandwich video hit 2.8 million views and fueled a surge of new followers in just a few days.

These viral moments demonstrated to Maddy and JD that success on TikTok isn’t just about luck; it’s about striking the right balance of creativity, simplicity, and consistency. The excitement surrounding their Pepperoni Rolls video on TikTok, combined with the popularity of the Vermonter sandwich video, illustrates how viral content can attract a wave of new followers and create valuable revenue opportunities.

If you’re looking to make money on TikTok, here are some tips to get you started:

• Stay Consistent. Post engaging content to keep your audience interested.
• Leverage Nostalgia. Create content that taps into shared memories to connect with viewers.
• Engage with Your Audience. Respond to comments to build a loyal following.
• Use Trend Analysis Tools. Use keyword tools like Ahrefs to find what’s trending.
• Document Your Ideas. Keep spreadsheets and whiteboards handy to organize your content and ideas.

These tips aren’t just about creating standout content; they also reflect Maddy and JD’s overall strategy for growth. Their success relies heavily on staying organized and planning ahead. By using whiteboards and spreadsheets, they effectively track ideas and manage their content schedule. Additionally, tools like Ahrefs enable them to identify trends and ensure their videos resonate with what viewers are searching for. Working as a team also gives them a unique advantage — when one of them needs a little motivation, the other is always there to help keep things on track.

For Maddy and JD, food content isn’t just about sharing recipes — it’s about creating moments that resonate with people. They make sure their personalities come through in every video, helping viewers feel connected.

“When you tap into people’s memories and make them feel something, they’re more likely to engage,” they said. By mixing storytelling, nostalgia, and smart planning, the couple has built a loyal following across platforms, showing that with the right idea and steady effort, real success is possible.

How Maddy and JD Build Trust with Their Audience

For Maddy and JD, being real with their audience is non-negotiable. Trust isn’t built through fancy edits or following trends — it comes from being genuine and approachable. “We try to stay true to ourselves, whether it’s how we show up on camera or how we respond to comments,” they said. They’ve learned to welcome feedback, even when it’s critical. “You’ll get your fair share of naysayers, but they’re usually not trying to be mean,” JD shared. “It’s important to go easy on your viewers — and on yourself.”

This openness to feedback has helped them build a strong sense of community. Instead of getting defensive, they use comments and messages to improve and engage with their followers in a meaningful way. This back-and-forth connection has been key to growing a loyal audience that actively participates in their videos and spreads the word.

Consistency is also a big part of their approach — not just in posting videos but in how they present themselves across platforms. At first, neither of them wanted to be on camera, but embracing that vulnerability made a huge difference. “Looking back, it’s funny how nervous we were about showing our faces,” JD said. “But it made such a difference in how people connected with us.”

By staying honest, having a sense of humor, and interacting thoughtfully with their audience, Maddy and JD have created a brand that feels approachable and trustworthy. In a world where influencers often aim for perfection, Them Bites stands out by keeping things real and building connections that matter. “When you connect with your viewers on a personal level, they’re more likely to engage and support your work,” JD noted.

Turning Content into Income

Making money online takes strategy, and Maddy and JD have applied the same thoughtful approach to monetization as they do to content creation. Their most consistent income comes from the TikTok Creators Rewards Program, earning $500 or more each month from just four videos.

Maddy and JD also stress the importance of reaching out to brands for collaborations. “Once you start building a following, brands will contact you,” JD explained. “But you can’t just wait around — you have to reach out to them too.”

They’ve landed brand partnerships with companies like Woeber Mustard, Old Westminster, and Explore Asheville — most of which they initiated themselves. “Most of these deals were ones we reached out for ourselves,” JD shared. One of the biggest lessons they’ve learned? Know your worth. “We don’t take free products for sponsored posts — it’s crucial to recognize your worth.”

They carefully evaluate each deal, paying close attention to exclusivity clauses and whitelisting agreements, which can limit future partnerships. “The key is understanding what a brand is looking for and building on that to make the partnership work,” he added.

While TikTok remains their primary revenue stream, Them Bites is about more than just one platform. TikTok helps drive traffic to their blog, where they use tools like Linktree and respond to comments with recipe links to keep followers engaged. Still, JD sees room for improvement. “Honestly, I could do a better job with calls-to-action on the site to get more subscribers,” he admitted.

The blog isn’t monetized yet, but they’re thinking long-term about ways to enhance it and how starting a blog can eventually lead to income. They plan to explore display ads with platforms like Mediavine or Google AdSense, though they’re taking a slow and steady approach. “We’d rather build traffic organically and keep things clean than clutter the site with ads too soon,” JD said. It’s all about finding the right balance between growing revenue and maintaining an enjoyable user experience.

Related: How to Make Money Blogging in 2024 (Expert Guide)

Lessons Learned and Advice for Aspiring Influencers

Building a successful online business hasn’t been easy — it’s taken persistence, planning, and plenty of trial and error. One of the toughest challenges early on was figuring out the rhythm and timing that works for short-form video. “It took time to figure out what worked on TikTok,” JD explained. “We posted over 120 videos before anything really took off.” Deciding whether to dive into long-form video has been another ongoing challenge, but they’ve learned to embrace the trial-and-error nature of content creation.

Getting comfortable on camera was also a hurdle at first. “Neither of us wanted to show our faces — it felt really intimidating,” they admitted. “Looking back, it seems silly, but it made such a big difference. People connect with personalities, not just content.”

Their advice for aspiring influencers is straightforward: focus on building the basics first. “Learning how to shoot and edit video — and understanding good lighting — is essential,” JD said. “If you’re not willing to put in the time, it’s going to be tough to succeed.” They stress that consistency and effort are non-negotiable and encourage newcomers to treat content creation like any other job.

“It’s easy to assume being an influencer is all fun and games, but it’s really like adding one or two extra jobs to your life,” JD said. “You have to enjoy the process, or it’ll start to feel overwhelming.”

They also recommend experimenting with different ideas until something clicks. “Pick a niche and just start creating,” they advised. “Once you’re comfortable, think about a series that will engage people — it’s a great way to build momentum.”

Their story shows that success doesn’t come overnight, but with the right mindset, persistence, and a little creativity, building a profitable online presence is possible.

Closing Thoughts on Building a Side Hustle That Lasts

Maddy and JD’s journey with Them Bites shows that influencer success doesn’t happen overnight — it takes experimentation, persistence, and smart planning. By sticking to their love of food, being intentional about their growth, and making thoughtful business decisions, they’ve built a brand that’s both profitable and sustainable.

Their story is proof that anyone with a niche, some creativity, and the ability to adapt can build something meaningful online. Whether it’s testing different content ideas, using feedback to improve, or balancing partnerships with long-term goals, their experience offers a solid game plan for aspiring influencers and those exploring various side hustle ideas.

As they continue growing Them Bites, they remind us that building something worthwhile takes time and effort. But their biggest advice is to enjoy the process, stay consistent, and most importantly — just start.

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