During the first season of Tulsa King, the show’s TikTok account operated similarly to its other social channels, with content that was not significantly different from what was posted on Facebook, Instagram, and X. However, when we learned that the show would return for a second season, we saw an opportunity to invest in TikTok and unlock the platform's potential fully.
To grow the TikTok account, we focused on creating content with high viral potential, actively listening to fans, and capitalizing on pop culture trends. The show naturally provided moments that aligned with all three of these criteria. For instance, we timed videos about college-related conversations to coincide with the back-to-school and end-of-summer seasons. We also highlighted the return of beloved characters, tailoring posts with intention to maximize their impact.
Engaging directly with fans played a key role in our strategy. We responded to fan requests for specific scenes, engaged with them in the comments, and collaborated with relevant social accounts to amplify our reach. For example, Yellowstone’s TikTok account reposted scenes featuring Neil McDonough, who appears on both shows, creating cross-promotional synergy.
Our efforts delivered remarkable results. TikTok emerged as the fastest-growing platform among all Tulsa King social accounts during Season 2, gaining 717,000 followers—an average of approximately 10,000 new followers per day. It also became the strongest platform for views and engagements, contributing 61% of total views and 67% of total engagements across all platforms for the season.
