An Inside Look at Our TikTok Case Study

On our Instagram, we often break down case studies of some of our clients—where they started out and how they’ve grown since working with us. But today, we’re pulling back the curtain on OUR OWN social media strategy. That’s right, we’re breaking down how our TikTok account went from just 3k followers to over 40k followers just in Q1!

So here’s the sitch. We started our TikTok in 2022 without much of a strategy. We just knew we had to be on TikTok. Basically, we repurposed our Instagram content while peppering in ~2 unique TikToks per week primarily focusing on “work culture humor.” We grew slowly and steadily until we plateaued at around 3k followers.

Late last year, we decided to shift our TikTok strategy to be 1) more value-driven, and 2) different from our Instagram value strategy. We planned to post 5 unique TikTok videos per week and to also be more selective with our repurposed content from Instagram. 

We knew we needed something that would give us the benefits of educational content and top of funnel content (that is, the kind of content that is meant to attract a large audience and build awareness about your brand). The solution? Trend Alert. Trend Alert is a series we developed that has the title up at the top, a description of how to execute the trend, what level the trend is (from easy to difficult), and at the bottom we usually provide a few examples of how to execute the trend. 

Along with Trend Alerts, we also shifted our “office culture” content to be more value-driven. Think “Social Hack of the Week” or “Team Favorites”—videos that really lean into cultural moments.

And in no time at all, BOOM! Our following and engagement skyrocketed! We shot up from 3k to 40k in less than 2 months!

There are 3 things that we can take away from this case study:

1. There is truly no need to reinvent the wheel. When something works, lean into it! We have since recreated this formula and…the numbers don’t lie!

2. Do not forget to put the social in social media. We say this ALL THE TIME. A large reason why these videos have maintained traction—even past the life of the trend—is because the comment section is robust. Not only is our team active in the chat, but so are many other accounts. 

3. Never underestimate the power of creating valuable content for community. As a social media agency, pulling back the curtain and explaining to our audience how they can show up on these social media apps and not just consume but also create is an incredibly valuable reason to give us a follow. 

And as much as we can say that social media growth doesn’t just happen overnight (heck, we’ve been perfecting our TikTok strategy for over 3 years), sometimes all it takes is really that one viral video to skyrocket your brand. Seriously…One video got us over 1.7 million views and gained us 5k followers. 

Want to stay up-to-date on all the latest TikTok trends? Give us a follow!