Brand: Etsy
Channel: TikTok
Content and Channel Strategy
Overview: Looking at the overall landscape of TikTok including doing an in-depth competitive analysis, I worked with our freelance content creator to build out a robust channel launch plan, which included both cross channel promotion on Etsy social channels including Instagram and Twitter, but also in our weekly seller facing email as well as a feature in a buyer email. The TikTok was was Etsy’s first new channel launched in 4 years. I devised distinct content franchises to help generate buzz and excitement, in addition to hopping on relevant TikTok trends, with my team of content creators and a video editor, we worked to produce 3-4 new pieces of content a month for the channel.
Campaign KPIs:
- Video Views
- Total Engagement
- Follower Growth
Results: As of December 2022, the channel has reached 250K+ followers, 39M+ video views, as well as 1.4M total engagements.
Additional Videos
Evan Watkins - Social Media and Content Strategist 