.
Maintenance period: from July to December 2021
Subscribers: NDA
Views: NDA
Features of the project:
* low activity in the TikTok profile before the start of our work;
* lack of communication with the audience at the start;
* inactive account for more than one month.
Task:
✅ increase the visibility and interaction of the audience with the content;
✅ increase the number of subscribers and views.
It is a brand of backpacks and stationery for children and teenagers.
Previously, they worked with TikTok by themselves and the views were quite good, but later, after a long pause, the next views reached a maximum of 400.
Target audience: children aged 12–14 and teens aged 15–17.
Features of our audience in TikTok:
- Children can influence parents' decisions about what to buy.
- Children have pocket money and can spend it on their wants.
Before we started, we developed a detailed promotion strategy and prepared 20 video scripts for an active start.
We have decided to post one video per day. After the test, we reviewed and made adjustments - 1-2 videos daily.
Work process:
At the start of the project, we encountered a "silent" account, which was maintained without a strategy, regular posting, and compliance with trends.
After developing and approving the strategy, we started working on the page:
✅ fill out the bio profile and add the link to the Instagram page;
✅ turned on the business page to view analytics;
✅ prepared the first ideas and scripts for the video;
✅ approved the characters for our videos;
✅ developed special sections that began to test it.
Views ranged from small to large, but in most cases, the video reached 5K +. Trends "flew" in the recommendation better and gained 17K views.
Useful educational content and trends "came in" the best, so we followed the trends 24/7 and adapted them to our content.
The average viewing time has increased: the viewing depth of the videos increased up to 40%. For example, for a 30-second video, the average viewing time was 23 seconds.
We tried to "sell" brand in video format or used topics like "How to carry a backpack to be cool at school."
Competition and giving the box "under the Christmas tree"
The problem of an "inactive" audience had to be solved, so we held a competition. The mechanics of the competition were unusual, so it interested the audience and involved them in the process. In the comments, the subscribers had to come up with video scripts – and we shot them right away. The video that received the most views received a prize – a backpack.
The result: increased audience engagement and an increase in subscribers, likes, and views.
In December, we decided to repeat the idea with a contest and give a box of gifts from brand. The conditions were quite simple: like + subscription + tag. But here the competition did not work as we wanted.
Conclusion: if you plan to hold contests, come up with interesting mechanics. We recommend you try and be creative. Why? Because few people practice it on Tik Tok, but the audience loves it.
Situational Halloween videos
TikTok loves situations and news, so we made some spooky videos for Halloween. All videos were in a similar style and stood out in the overall visual picture of the profile. We just showed that Wednesday Addams and zombies also love Kite products - and subscribers liked it.
We did not stop and tested many different formats, constantly inventing something new and interesting. For example, we wrote scripts for completely different genres of videos to understand what is best for our audience:
✅ BACK TO SCHOOL
✅ "Guess the melody"
✅ Dances
✅ Transitions
✅ Selections
✅ Tips and life hacks
✅ Trends
✅ HOW TO
✅ Recipes
✅ #POV
✅ Dance trend to the brand sound.
At the end of the period of cooperation, we gave a page with an active audience, special sections, and growth potential.
P. S. To tell the truth, one of our ideas remained unrealized – The tikTok series… Who knows, maybe we will shoot the series for you and release it to promote your brand 😉
To be continued…