The Journey.

We recommended shorter videos that were, preferably, less than 15 seconds long. We also identified that the videos were too “professional” for the platform and we need interactive, low-effort videos that could build on existing trends. Some of those insights were applicable to the other social media platforms as well.

Since the brand already had a lot of footage and possibilities for content creation, we were able to isolate footage for videos that had the potential to go viral. This involved a content audit, to get a complete picture of existing assets.

Our social media experts were able to work with other members of our team including video producers, copywriters and graphic designers to build a social media presence that “fit” each  platform while still reflecting the brand. 

This meant we were able to create a suite of useable social media content, mainly from existing footage with support from new elements. The final posts were tailored to each platform, without requiring entirely separate processes.

Of course, complications always arise in every project. At times, it was difficult for the client to resonate with the way some content was presented. The fast-paced nature of the TikTok audience was very different from some of the users on other platforms. 

However, we were able to walk them through the “whys” of what we were doing and supported our use of best practices with quantifiable results.