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Home My WebLink About02. Discover Vail_TikTok Case StudiesDiscover Vail TikTok Case Studies Recommendation for VLMD To maximize their content strategy’s reach and impact,VLMD should continue prioritizing Facebook and Instagram as their primary platforms.Additionally,they should expand their digital presence by launching TikTok as a secondary platform.By intentionally repurposing content from Instagram and Facebook,VLMD can efficiently extend their reach to a broader audience on TikTok,enhancing brand visibility with minimal additional effort. Reasons for VLMD to Launch on TikTok ➔Reach Younger Audiences:Over 45%of users are Gen Z,with 40%aged 20-39. ➔Low Barrier to Entry:The For You Page (FYP)algorithm allows content to be easily discovered,even by users who aren’t following you,making it simple to create and share authentic,trend-driven content. ➔Search Engine for Travel:As of 2024,74%of Gen Z use TikTok to find travel inspiration,making it a vital platform for reaching this audience. ➔Massive User Base:TikTok has over 1 billion users globally,providing a vast potential audience. ➔High Engagement:TikTok users spend more time per session than on any other social platform,averaging around 11-12 minutes per session. TikTok and ROI While it's challenging to directly track ROI with organic social media on TikTok,you can effectively measure other significant metrics such as reach,impressions/views,engagement rate (specifically shares,and saves),which contribute to boosting brand awareness and ultimately driving destination visits. DMO’s x TikTok Case Studies Case Study 1:The Palm Beaches Florida (@thepalmbeaches) Followers:134.3K Likes:1.5M Avg Engagement Rate:~4.27%(high) Posting Frequency:3-5 posts per week Content Strategy:@thepalmbeaches primarily focuses on original TikTok content, complemented by repurposed material from Instagram.Captions,audio,and on-screen text are tailored to each platform to optimize engagement. Content Themes:The account features a diverse range of content themes,including beaches, hotels/resorts,attractions,things to do/see,restaurants,food recommendations,hidden gems, behind-the-scenes (BTS)/vlogs,POVs,and trending topics. Engagement with Trends:@thepalmbeaches actively utilizes trending audio and participates in popular trends,which enhances the relevance and visibility of its content on TikTok. Success Factors: ●Fun and Vibrant Content:High-quality videos that are engaging and visually appealing. ●Platform-Appropriate Formatting:Videos are well-edited and formatted to align with TikTok’s style and audience preferences. ●Cohesive and On-Brand Content:All content aligns with the brand’s identity,using consistent fonts and design elements across videos to create a unified presence. ●Brand-Aligned Cover Photos:Cover images adhere to brand guidelines,contributing to a professional and polished look. ●Positive Cross-Platform Performance:Content repurposed from Instagram performs well on both platforms,reflecting an effective cross-platform content strategy. Cross-Platform Video Example:Here is an example of a video that was posted on both TikTok and Instagram,with slight caption adjustments to suit each platform.An on-brand cover photo was created specifically for TikTok to ensure it fit cohesively within the platform's grid.The content remained essentially the same across platforms and performed very well,demonstrating the effectiveness and success of a cross-platform strategy. ●TikTok:~1.46%engagement rate (768 saves,1,777 shares) ●Instagram:~1.23%engagement rate Conclusion:The @thepalmbeaches TikTok strategy effectively blends original content with repurposed material from Instagram,ensuring consistency and maximizing reach across platforms.By making platform-specific adjustments,engaging with trends,and maintaining a cohesive brand aesthetic,the account successfully captures the destination's appeal and resonates with a broad audience,driving strong engagement and discoverability on TikTok. Case Study 2:Visit London (@visitlondon) Followers:378.9K Likes:4.5M Avg Engagement Rate:~3.68%(high) Posting Frequency:3-5 times per week Content Strategy:@visitlondon effectively cross-posts TikTok content to Instagram while posting additional photo content on Instagram.Captions,hashtags,and on-screen text fonts are adjusted to optimize engagement and reach on each platform. Content Themes:The account covers a wide range of themes,including things to do/see, events,hidden gems,vlog-style “Come with us…”videos,attractions,local tips,restaurant/bar recommendations,unique activities,fun facts,and pop-culture references (e.g.,Taylor Swift). Engagement with Trends:@visitlondon generally does not engage with platform trends.The content primarily uses a voice-over format with minimal reliance on audio.When audio is used, it is typically original rather than trending. Success Factors: ●Consistent Branding:The use of platform-specific fonts and design elements across all videos ensures a cohesive brand presence. ●Engaging Voice-Overs:The voice-over format effectively engages the audience by providing a narrative-driven experience. ●Appeal to Gen Z:Highlighting trendy attractions and activities resonates well with younger audiences. ●Pop-Culture Relevance:The account taps into pop-culture,as seen in the successful Taylor Swift-themed post,which also resonates with Gen Z. ●Strategic Hashtags:Strategic use of hashtags enhances searchability and discoverability,though fewer hashtags are used on Instagram compared to TikTok. ●Cohesive Content:The content remains cohesive and on-brand across both platforms, strengthening overall brand identity. Cross-Platform Video Example:Here is an example of a video that was posted on both TikTok and Instagram.The caption is relatively the same,however,additional hashtags were included in the TikTok caption to enhance searchability and discoverability.The video also utilized their designated platform-specific branded fonts to maintain a cohesive look with other content. Despite these minor adjustments,the video remained essentially the same and performed exceptionally well on both platforms,highlighting the success of a well-executed cross-platform strategy. ●TikTok:~37%engagement rate (32,900 saves,21,200 shares) ●Instagram:~.63%engagement rate Conclusion:@visitlondon has established a strong presence on TikTok,effectively cross-promoting content on Instagram by tailoring captions,hashtags,and on-screen text for each platform.With a diverse content mix that includes local tips,attractions,and pop-culture references,the account resonates well with younger audiences.Consistent branding,engaging voice-overs,and strategic hashtag use enhance discoverability and engagement,demonstrating the success of their cross-platform strategy. Case Study 3:Visit Singapore (@visit_singapore) Followers:1.8M Likes:9.9M Engagement Rate:~.01% Posting Frequency:3-5 posts per week Content Strategy:@visitsingapore consistently posts nearly identical content on both TikTok and Instagram,including carousel photo posts.The same audio is used across both platforms, with TikTok-specific audio selected for carousel posts.Captions and hashtags remain the same, with no adjustments made for each platform. Content Themes:The account shares a diverse range of content,including scenic views of the city,unique video shots,things to do and see,attractions,itineraries,POVs,trends,and content from creators and influencers. Engagement with Trends:@visitsingapore effectively incorporates trends into their content strategy,primarily focusing on trending audio or video format trends (like this).These trends are leveraged on both TikTok and Instagram,typically originating from TikTok. Success Factors: ●High-Quality Content:The production of high-quality content resonates well across both platforms. ●Engaging Captions:Captions are concise and effective on both TikTok and Instagram. ●Tailored Cover Photos:Cover photos are tailored to fit the specific grid and aesthetic of each platform. ●Consistent Fonts:Consistent use of platform-specific fonts ensures a cohesive and branded look for each platform. Cross-Platform Video Example:Here is an example of a video that was posted on both TikTok and Instagram.On Instagram,the reel was posted in collaboration with the creator,while on TikTok,it was posted independently due to platform limitations.The caption was shortened for TikTok to better suit the platform's style,and a cover photo with platform-specific text was created to ensure it fit cohesively within the TikTok grid.The post performed well on both platforms,showcasing the effectiveness of a well-executed cross-platform strategy. ●TikTok:~.15%engagement rate (438 saves,276 shares) ●Instagram:~.83%engagement rate Conclusion:@visitsingapore effectively leverages a cross-platform strategy by posting nearly identical content on both TikTok and Instagram,including both photo and video content.The account maintains consistency in audio,captions,and hashtags,while also making platform-specific adjustments,such as tailored cover photos and fonts.This approach ensures a cohesive and branded presence,driving success across both platforms. Summary Based on these case studies,it’s clear that VLMD can successfully maintain and grow its presence on Facebook and Instagram while also launching on TikTok by implementing a cross-platform strategy.Content created for Instagram and Facebook can be thoughtfully repurposed for TikTok,maximizing brand awareness and discoverability with minimal additional effort.This approach,as demonstrated by the success of other DMOs,can yield substantial results and increase the discoverability of a DMO.