With 18-35 year-olds now migrating their social media time and focus to TikTok, it was important for DFI Beds to establish a presence on the channel and grow its audience, with the eventual goal of driving sales for the website across Ireland. An initial goal was set to reach 4,000 followers and 50,000 views in one year.
In early January 2023, we set about establishing a TikTok strategy. The challenge was to create a content strategy and robust structure for delivery – but within a platform that’s relatively fluid and reactive. We tested the market with various content approaches that included celebrity collaboration, BTS footage, using trending templates and sounds and working with content creators. Social spend was crucial and we diverted all social media spend to TikTok to support the launch. We consistently review the account and adapt our approach accordingly as features within the app are introduced and the algorithm evolves.
With one year, we have:
