The Objective
Based in Columbia, South Carolina, MetroTap is a small business that produces NFC technology-enabled hardware to connect people and foster connections. The NFC tech lets you share social media, music, payment platforms and contact info by tapping your phone to another compatible smartphone. MetroTap joined TikTok to test the waters on a new platform.
To their excitement, the business quickly learned that the TikTok audience found their humor relatable and understood the product. They explored the different ways to get their content noticed on the platform, which led them to Promote, an in-app lightweight advertising tool that allows brands to turn any organic TikTok video into an ad in a few simple steps. In addition to consistently posting multiple times a week on TikTok, MetroTap also ran multiple promotions to quickly grow their following and increase visits to their website.
The Solution
MetroTap wanted to get their product noticed on a national scale and drive more people to their website. Once a few of their videos went viral, the business realized how powerful the platform could be for building a larger customer base. To keep the ball rolling and build upon this momentum, MetroTap used Promote to run multiple promotions on their high-performing videos to reach even more people.
By leveraging Promote, MetroTap saw the benefit of getting more followers on TikTok. Not only did it grow their community on TikTok, but it also increased the interactions and shares on their videos. After each promotion ended, MetroTap analyzed the performance data to see exactly how many shares, likes, comments and views each promotion received. They were able to determine the type of content that resonates most with their growing audience and continue creating effective videos that drive the most results for the business.
With the success of their initial TikTok campaigns, MetroTap shifted its content strategy almost entirely from pictures to videos. They dedicated more time to creating relatable content on TikTok that showcased their products in a way that static pictures cannot, and promoted the videos to reach new and different people.
The Results
The company's focus on TikTok as a platform and Promote as a tool helped MetroTap reach new audiences and drive traffic to their website much faster than expected. Their Promote campaigns to gain new followers resulted in an 11% increase in new followers. Overall, 78% of their sales now come from TikTok!
