Our content strategy and objectives are built around educating, celebrating & inspiring our customers in a fun, engaging, and human way.
We built this campaign to educate our customers on new features, commonly asked product questions, and to debunk misconceptions that have made their way into popular belief.
Zoom joined TikTok in Jan 2021, when the keyword ‘Zoom’ already had 8.2 billion views and a dozen or more relevant hashtags. From the moment we reserved the handle, we knew our community wanted to engage with us on this platform, as we already had more than 31K followers without having ever posted content.
Our ‘How to Zoom’ TikTok campaign was created around multiple segments: Pro Tips, Myths vs. Facts
Our team identified TikTok trends and sounds that allowed the opportunity to share tips and myths in a fun and engaging way. From there, we looked at new features, commonly asked questions, and different myths to create content that tied into those trends organically.
Pro Tips:
The ‘Pro Tips’ segment is the heart of our broader TikTok strategy. From the launch of our channel, we wanted to engage directly with our audience, and our followers wanted us to answer their product questions.
Looking at questions most commonly asked by our community, we create TikTok ‘tips’ for our community. We also use this segment to highlight new features for our users.
Link to examples:
https://vm.tiktok.com/ZM8W13KGk/
https://vm.tiktok.com/ZM8W1sGcq/
Myth Vs Facts:
With the amazing engagement, we knew this medium represented an incredible opportunity to educate, celebrate & inspire our followers. We decided to launch a campaign to debunk ‘Zoom myths’ by addressing them on Tiktok.
We first looked at what most common ‘Zoom myths’ our community was asking about on our social channels and worked with our content and legal teams to confirm the ‘actual truth.’ Along with 3 videos for the TikTok campaign, we reshared them on all our social channels and wrote a blog post to great success.
Link to examples:
https://vm.tiktok.com/ZM8WJdcaX/
https://vm.tiktok.com/ZM8W17xpP/
Results:
16.2M views
2.5M likes
37K comments
94.2k shares
