BUSINESS STRATEGY
views and 1.6 million likes . After seven days , we had amassed more than 30,000 new followers . By comparison , it took us four years to achieve 15,000 followers on Instagram .
The impact on the business was huge – the number of visitors to the website increased by
THE IMPACT ON THE BUSINESS WAS HUGE – THE NUMBER OF VISITORS TO THE WEBSITE INCREASED BY 1,400 % OVER FOUR DAYS ALONE .
1,400 % over four days alone , sales increased 10-fold compared to the same time last year , plus it kicked off a stampede of B2B enquiries , despite the social media platform being a platform for consumers mostly . We ’ re aware that it ’ s incredibly rare for a brand to go viral once , let alone on four separate occasions , so we feel we have really nailed the formula , which we are sharing with you here . section on the old video . This will generate more views for both posts – it ’ s a win-win . This was the case for two of our most successful viral posts .
Create TikTok-specific content
Don ’ t take shortcuts – they won ’ t pay off as TikTok works differently to other social media platforms , so the same content just won ’ t work everywhere . Always try to incorporate an audio element i . e . music , as well as text captions for times when audio is muted . As the audience on TikTok skews younger , we specifically asked our 26-year-old marketing assistant to lead since she was more likely to have her finger on the pulse . She took the reins in our experiment and it has been her playground ever since – it has been a lot of fun for the whole team .
Turn your cliff-hanger into a hook
Even if you do end up creating eight second videos , it ’ s really only the first three seconds that
Keep it short and sweet
You can create videos lasting up to 10 minutes long but most people barely make it past the first three seconds , so aim for a max of 15 seconds as a sweet spot . We stuck to eight second videos and only posted organically . TikTok prioritises organic discovery , so tell a good story , and the platform will do the work !
Get your house in order
When it takes off , you have a very limited timeframe ( just a matter of days ) to capitalise on your viral success , so your marketing funnel and resources need to be ready . Ensure your website can handle a traffic surge , create email sign-ups , dedicated landing pages , if necessary , and an email for incoming enquiries . Simplify the buying journey and see if you can create upsell features on your website .
Respond to all comments
TikTok users are very engaged and enthusiastic , and comments often come in quickly when a video starts to take off . It ’ s important that you monitor comments and respond to as many as possible as TikTok prioritises the comments that you as a ' creator ' answer , and these comments will rank at the top of your video .
Also , use the comments as inspiration for your next video , which has the advantage of being shown as a response under the comments
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