Promoting U.S. Soy on TikTok
Challenge:
Using TikTok as their platform, the U.S. Soy commodity board wanted to amplify their messaging to consumers that soy is integrated in every part of their lives.
With a fairly new presence, they wanted to understand how to optimize content for Tiktok and have an effective ad strategy.
Throughout the season we would tackle various objectives to ensure their high-quality content received great visibility and key stakeholders saw impactful results.
Solution:
Evaluating the messaging and content for U.S. Soy, we identified ‘science’ as a relevant lens to share stories of product innovation, agriculture, health, and other soy-related topics on TikTok.
Then, we created guidelines to help reimagine content for a TikTok audience. Things like editing within the platform, utilizing relevant templates, and quick-cut editing styles made the content better suited for TikTok’s unique user experience.
To further identify our niche, we executed A/B tests of various content topics, allowing the TikTok algorithm to show us locations and placements of our most engaged audiences.
Using this data-driven approach, we created several goals for the year.
First, we aimed to get U.S. Soy into the top 3 most followed commodity boards on TikTok to increase visibility and carve out their own audience on the platform.
Once we had a strong follower base, we shifted to promoting key initiatives, like driving traffic to their new documentary, GroundBreaking. This included leveraging TikTok Creative Challenge in order to increase our content load with pre-approved, brand-safe influencers.
Results:
- The U.S. Soy TikTok account reached over 25k followers in 4 months
- We drove 19k clicks through to watch the U.S. Soy GroundBreaking documentary on demand
- Obtained 5.8M views on content in 6 months
