Growing a TikTok account 

from scratch:

How we got Larsson & Jennings ticking on TikTok

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Larsson and Jennings (L&J) is a young British watch brand that brings a sophisticated fusion of Swedish and British design, with Swiss movements fitted as standard. Not necessarily the kind of brand that comes to mind when you think of TikTok, however L&J saw the advantage of being early adopters and using the platform to reach a new audience.Now is a great time for brands to build a presence on TikTok. Organic reach and engagement is extremely high compared to the other, highly-saturated social media platforms. It’s growing quickly too; the app has over 1 billion lifetime downloads and 500 million monthly active users.

Why most brands fail on TikTok

That said, it’s not easy to just grow a TikTok account from scratch. There are three main areas where brands are struggling:

Lack of time to dedicate to another social media channel
Lack of resources to create quality TikTok content
Lack of expertise to know what kind of content will engage and convert

One of the most critical mistakes a brand can make when trying to grow a TikTok account is repurposing content from other social platforms. Native TikTok content is unique, and it’s usually easy to spot when a brand has repurposed content. It is often the wrong format, doesn’t fit in with the native flow of content on the app, and most crucially, does not perform well.

3 key strategies to grow L&J's TikTok account

1. Content creation to be posted on L&J’s TikTok account
2. Influencer takeovers to drive people to the account
3. Duets to drive massive views

We used 3 key strategies to help L&J achieve their goal of launching their TikTok account, gaining their first batch of followers, and raising brand awareness amongst a new UK-based audience.

1. Content creation

The first step after setting up L&J’s TikTok account was to populate it with some great content. This has two benefits: firstly, it gives people a reason to stay on and follow the account when they discover it. Secondly, the videos can be discovered on the ‘For You’ page or using hashtags and sounds.

Content that performs the best on TikTok is created natively in the app, and fits into trends that are currently happening. The easiest way for a brand to create this content is to work with a skilled TikTok creator, so we tapped into our network to find influencers that fit with L&J’s aesthetic style.

The influencers created 10 videos between them, all featuring L&J products and using trending sounds and hashtags, and TikTok-style effects and transitions. They were posted directly on L&J’s TikTok profile, forming the basis of a promising TikTok account.

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2. Influencer takeovers

Influencer takeovers are a great way to tap into a TikTok creator’s network and drive fans to a brand’s page. Two-part posts perform particularly well. The influencers post a story or concept on their own channel to create intrigue, and promise to post the conclusion/punchline on the brand account. They can even add a follower or like contingency, such as “I’ll post the reaction on L&J’s account when they hit 1k followers!”

We used three influencers to do takeover posts on the L&J account, all utilising the two-part post strategy. Each of the takeovers was a hit, with one influencer driving 1,000 followers to the L&J account in two days when she promised to post a reaction video there.

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3. Duets

Duets are a unique TikTok feature that allows a user to respond to any video, creating a split-screen with the original video on the left and the new video on the right. If a TikTok creator with a large following duets one of your videos, it can drive a massive amount of views – which is exactly what we used our influencers to do for L&J.

The Fanbytes creative team worked directly with L&J and the influencers to come up with a duet concept that would perform well on TikTok. We settled on a duet using the hashtag #SlowMoments.

L&J posted a transition video of one of their watches showing different times of the day (using a trending sound, of course). We then used 5 influencers to duet the video, showing what they do at different times of the day, driving almost 1 million views to the profile.

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The final results

L&J’s TikTok profile has launched with a bang. Now it’s time to keep posting great content and growing the account, turning it into a valuable asset for the brand.

4.7M
Reach


1.8M
Views

181K
Hearts


2.2K
Followers

Want to do the same for your brand?

Send us a message on [email protected] to see how you can use TikTok influencers to launch your own brand account.