Social media keeps changing, and TikTok has become the hot platform for brands looking to reach young audiences.
One person who has found success on the network is Bill Nye of “Bill Nye the Science Guy” fame. Nye has become a science and education advocate, and part of his outreach these days happens on TikTok.
We caught up with the team behind some of his recent short video success, including a promotion with Dr. Pepper that earned more than 40 million views on the weekend of its launch.
Alejandro Corpus and Liz Yam, the founders of Keithcity Group, shared their take on what makes content work on TikTok—and why the goal should never be to “go viral.”
Important questions to ask
How should a brand think about approaching a TikTok campaign? In setting goals, Corpus argues that the team shouldn’t focus on the attention they hope to draw as a primary motivator.
“When putting together a TikTok campaign for a client, we, as an agency, believe it’s important to focus less on ‘going viral’ and more on executing the strategy we’ve put together,” Corpus says. “We want to help our clients reach their goals, whatever they may be.”
Before launch, Corpus advises asking three questions: