project:
CompanyCam TikTok Growth Strategy
Role: Social Media Strategist
Date: 2021-2022
TL;DR:
CompanyCam’s TikTok has been the fastest-growing account that brings in website traffic, leads, and strengthens CoCam’s brand awareness.
Background
My role as the Social Media Strategist at CompanyCam includes planning and creating content, collaborating with marketing managers, designers, and videographers to promote campaigns, ensure brand consistency, lead and develop the TikTok team, and engage with our online community to lead new users through our sales funnel.
Platform Strategy
Version 1
TikTok has quickly grown into a massive platform used by more than 1 billion users every day. It is crucial for businesses to expand their online presence to other platforms and find their niche.
Starting in July 2021, CompanyCam was using TikTok as a platform to share videos that existed on other platforms first. (Podcast recordings, viral Youtube videos, etc.). But as CompanyCam worked to expand their sales funnel, the need for other platforms increased and resulted in TikTok being taken seriously.
I began researching trends that aligned with CompanyCam’s brand. I made an emphasis in picking the right trends rather than all of the trends. In addition, I researched hashtags that specific trades used on TikTok. Without an advertising budget, trends and hashtags were our way of pinpointing our audience.
Then in December 2021, we began creating our own version of trends that could be applied to the brand, product, or hiring/culture. Each video gained a small amount of traction and fair share of followers, but it wasn’t reaching the audience we wanted. Very early on in the strategy of “let’s make as many different types of content and see what sticks” we finally had a video go semi-viral. Then we had one or two videos almost hit that same level of virality but we started to see a plateau of results. TikTok was the only platform that had a dedicated team of video producers, ad operation specialists, and content strategists but the platform wasn’t generating leads.
Viral organic tikToks
When we created the “Bud Light” Commercial video, we didn’t anticipate its performance. At the time, we were creating videos based on the current trends and seeing small performance boosts. To avoid a shortlived viral life, we continued to quickly create videos based on trends.
Year Over Year Analysis
CompanyCam began posting videos in July 2021 to establish a presence on the platform. Strategy pivoted to creating videos using trends, resizing brand and product videos, and original content.
Followers
Video Likes
Organic Views
Platform Strategy
Version 2
So now what? It was time to either ditch the pipe dream of becoming the next Duolingo or Scrub Daddy or pivot and create a new strategy that will bring in leads. The choice was obvious. Thus created version 2 of CompanyCam’s TikTok strategy. The goal was to create authoritative content to build a brand that contractors on TikTok can use to gain knowledge about their trade, insights, and find other resources to help build thier business.
User Generated Content
The first step was to find those authoritative creators and work with them to get user generated content or “UGC”. Consumers are 2.4x more likely to say user-generated content (UGC) is authentic compared to brand-created content. It was crucial for this pivot in strategy to remain authentic while we pumped this platform with advertising spend.
Floaties
The next type of content we focused on creating is what we call “floaties”. These are videos that look similar to the green screen effect in TikTok. The message in each video was slightly different, but focused on trades and specific features that benefit them the most. Floaties are similar to our product demos but are adjusted to fit the feel of TikTok. Floaties are specific to an industry/trade and we are able to pinpoint that audience and retarget them with more specific ads. We used various different members of our team to create recognition with the brand.
October 2022 Analysis
Version 2 Strategy continues to grow our following and bring in highly qualified leads.