Meet Dean and Alexis Indot, TikTok’s hottest finance couple

If you have been on Tiktok finance lately, you’ve probably seen Dean Indot answer his wife Alexis’s financial questions up to millions of views.

Dean, a commercial banking director and Pepperdine Mba, and his wife Alexis became viral from one of their first videos. It was not long before that the DEAN reading president’s diatriber on the reason why you may not want to use your debit card very often had 14.5 million views. Now their tiktok account, @alexisanddean, has 1.7 million followers.

We sat with Alexis and Dean to explain why their content struck such an agreement, when they started to get a lot of money, and why the educational content is so important.

How did you find the specific concept of your videos?

Dean: Alexis is quite active on social networks. I’m not at all. I use LinkedIn for work, and my business manages this for me. And I use Twitter or X for my investment flows and my data. This is the extent of my use of social media.

She always asks me questions, just like a couple, about financial things. This is how we are talking about. We sit down and hang out, and these are always questions. Right after the financial mini-crisis in 23, I am plunged there because I am a banker. Thus, all the bankers were strongly immersed in this for these two to three weeks of chaos. The long story is: she asked me to explain it. She wanted to know what was going on because the average person did not understand what it means when banks go bankrupt. For what? So she asked me a question, then I explained, and it was the first video.

Were you uncomfortable with the idea of answering his questions to the camera?

Dean: No. I didn’t know he was recorded [at first]. I am not at all uncomfortable. And a fun fact: I don’t watch any of my videos. I would only watch the videos in case there are montage requirements or comments that indicate that I have said something unfortunate or evil. But I never watch my videos.

Do you publish them?

Dean: Alexis does everything. It comes from digital marketing and is an entrepreneur. She had had her own business for many years, which has all been marketed and motivated by social media. I have no idea what’s going on after taking the video.

Alexis: I film everything in a single catch. If it’s for a brand [and] If a brand requires changes, I will do it in Capcut, but all our organic content is filmed in a single plug, then I post it directly on Tiktok. I just add a little title via the Tiktok app, but I don’t change our content.

Dean: If you see the configuration here, you know that there is no production here. I don’t even have a microphone. It’s his iPhone.

Alexis: Everything is done on the iPhone camera.

Dean: Not even a stick or stand. She holds it. And that hasn’t changed since the first day.

Why do you think viewers revolve towards this?

Dean: Authenticity. What you see is what you get,

Alexis: [We get] comments [about how people] Feel as if they are sitting at a table with us.

Where do you both find an inspiration or ideas for your videos?

Dean: I am very active in paying attention to news, economics, markets. I am an active trader – not by trade, but for personal reasons. I literally sit here every morning before the market opened, listening to news all day until closing. I am a new dog. This is how I am. What I do is interpreted the news of the masses on social networks that do not want to read or do not have time to read. Content ideas therefore come organically. If it is not a brand affair, it is generally organic. It’s something interesting there I want to talk about, or she thinks it’s really interesting that people don’t understand.

Alexis: There will be a title in the news, and Dean leaves. And this is perfectly logical for Dean, but I have no idea what’s going on. I could ask questions that seem basic, but I somehow represent our audience in a way that everyone does not understand what is going on. So, sometimes, it will be me asking questions, simply trying to obtain an explanation on current events.

Can you in a way guide me in the way you go from ideation to the publication of an article?

Alexis: I ask Dean the question, [and] I will get the content I need. And then, when it comes to publishing it, I will sometimes be contained. We are going to film a lot of things in one day. Dean is really busy, so we will have filming days when we make a lot of content in a day. If it is a hot topic, we will film it that morning and publish it right away.

Mashable trend report

When I am ready to publish this content, I download it to the Tiktok app. It is very important to use hashtags on Tiktok. Not so Instagram, but the cataloging of your content on Tiktok is really important. So I make sure that I use as many relevant hashtags as I can think. Some of our favorites are #Finalliteracy and #FinancialicyyCucation. Dean knows nothing about Hashtag’s strategy.

Dean: No idea.

Alexis: I make sure I still have relevant hashtags. Then I tag the location, then we download it. I don’t keep anything in drafts; I keep it just like on my camera in my phone. And it’s really simple and simple. There are really not many processes that we are filming.

How many videos do you publish on average every day?

Alexis: On average, we publish three times a week. One thing we just started is Fridays of financial literacy. I can film a bunch of content that is not sensitive to time with Dean, then keep it as a backward. In this way, I post every Friday, whatever happens. We just made the first and we obtained nearly a million views. It therefore seems to be welcomed. And it’s I hope a new cadence for us to move forward.

When did you realize that you could generate a large income from this?

Dean: The first video [we posted] I went viral, but I didn’t really pay attention to it. I would say six months.

Alexis: Dean thought it was a kind of joke at the start, but we had a million views on the first video, then this same week, we had something with three or four million views, and nothing exceeded 300,000 [views]. And I knew it was really a big problem. [It took us] Two months to enter the Tiktok Creator Fund.

Dean: They started to pay very well on the commitment. Once he has managed five income figures, that’s where I [said]”Wait a minute, it’s good faith. It’s not a joke.”

Did you get five figures from the Creator Fund?

Alexis: No, not [at first]. Only this year.

Dean: At first, we had small brand offers here and there, what I call “funny money”. It’s gas money.

Alexis: But we are only really two and a half years old, and see how crazy we were really crazy.

What monetization methods do you use?

Alexis: The Creator Fund. There is something called specialized rewards on Tiktok, where they reward creators who do what they call educational learning content. And we were also selected to be in this program. So it was really great for brand offers.

Dean: We have some longer -term contracts, but again, we are very picky on this subject also on the brand’s offers. I consider this company not only to earn as much money as possible as quickly as possible; It is more about helping the community … I would never make a brand brand if it is a product that I would not use or that I have not already used. I am very, very strict on this subject.

Alexis: Even if it is a product that, I think, is a good product. If Dean is like, “it’s a good product, but it’s not something that corresponds to my lifestyle”, we will still not do it. It must be something we use and appreciate personally.

Is it mainly brands that come to you?

Dean: No, they all come to us.

Alexis: I have a manager, but I would say that 98% of everything is entering us.

How fast you have succeeded on Tiktok is an anomaly, right? It is not that common that your first video becomes viral. Was it your first attempted virality?

Dean: It was not even a test.

Alexis: I had other channels.

Dean: She thought it was funny.

Alexis: Well, no, I had a small business that I would advertise on Instagram that I spent years building, and I never had the success I had with this channel.

[For this project]I filmed a video and I presented myself and [said] What I was going to publish. And then the same night, I posted the very first question I asked in Dean, and out of the door, it went very well. It was not an idea that I had recycled and that I had to try several times. It just worked the first time. I think it was a combination of the content style and the subject we have chosen. It was such a hot subject at that time. I realized that the content that does best on our channel is sometimes a hot topic. Being there with what is relevant works very well with Tiktok. The algorithm seems to love it.

What advice would you give to someone who starts in content creation and who seeks to build a career or develop their follow-up of yours?

Dean: What you see is what you get. I’m not trying. I do nothing that is not normally me.

Alexis: What Dean has just said. When people ask me: “How can we reproduce what you did?” I just tell people to be themselves. When you create content, if you don’t film with a partner as we are, I tell people to act as if you were on FaceTime with your friends. Tiktok feels like a small community, a small family, people you are talking to every day and you engage with your comments. Film as if you were talking to your friend on FaceTime.