Growing a TikTok account
How we got Larsson & Jennings ticking 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.
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.
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.
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.
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.
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.