Leverage Peacock’s deep content library in timely, innovative, and creative ways to grow an engaged audience on TikTok.
🏋️ Upping our organic game:
Increased daily publishing from 1-3x/day to 4-5x/day on par with our competitive set (+329% YoY in output)
Integrated a wide array of genres into our context mix, targeting various subtok communities as test/learns
SEO-focused approach to copy & content to facilitate user discovery
More frequent use of native in-app features to leverage the platform as authentically as possible
Quicker-turn production to enable faster response times to cultural and trending conversation
Regular experimentation around formats, cuts, captions, sounds, and other creative choices
💞 Embracing our fans:
Leveraged social listening and analytics (especially fan comments) to understand what people wanted to see from us, using as briefs for content creation
Celebrated fans with regular cadence of reply-to-comment videos, including a handful of large-scale reply-to-comment stunts
Invited fans to play with us via custom sounds and content designed to inspire UGC creation
💪 Taking big swings:
Partnered with our platform reps on 1st to market and beta opportunities around high affinity Peacock original titles and campaigns
Expanded our success with YouTube episode sampling to TikTok (Love Island S5 premiere in 30 sequential parts/TT videos 😮) after seeing signals of this UGC behavior growing. (Which, btw, sparked competitive copycatting from a number of other streamers and studios.)
Grew our account to 2.25M (a +74% increase from 1.29M in 2022), making our TikTok the most followed account of our cross-platform footprint.
Year-over-Year:
Gained +198% more followers (for a total of 965K net new followers) than in 2022 (324K net new followers)
Grew organic video views by +176% YoY (for a total of 623M views, up from 225M in 2022)
Grew organic engagements by +233% YoY (for a total of 48M engagements, up from 14.4M in 2022)
