Achieving Explosive Growth
How did I grow the target user base of TikTok in EMEA by 100% within 6months through social media?
266M
Views
+ 100%
Target user proportion
322K
New users
Building and implementing a user growth strategy for TikTok
My role
As the project owner, I led a team of 5 to launch a user acquisition project to diversify the user base and increase brand awareness off-app, all while keeping a tight control on the budget.
Context
At the early stages of TikTok's development, the app was perceived as just an application for dancing teenagers. We needed to grow our user base by expanding to larger user groups, while improving the brand image of TikTok
Identify Opportunities
Market penetration
Market expansion - user expansion
Product development
Diversification > for TT it’s here
Problem Statement
How I Drove 8% User Growth for TikTok in EMEA in 6 Months Using Social Media
Problem Breakdown
Total new users = (total ads impressions * conversion rate1) + ( total impressions * conversion rate 2)
We should either increase the views or increase our CTR.
Since the Conversion rate from organic views to downloads is hard to monitor, we decided to focus on increasing the impression/views.
Target Persona
Motivation & pain points
​​
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Motivations: Desires to connect with a like-minded community, stay updated with trends, and explore opportunities for creative expression.
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Pain Points: Mike feels that current social media platforms aren't satisfying his appetite for unique, engaging content. He often finds content repetitive and lacks personalization according to his preferences.
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Users' goal
​
" I want to find something fun to do to spend my spare time. "
​
"I want to watch personalized content that meets my personal interests."
Strategy
Bring brand awareness with diverse content
User Journey Map
Marketing Channels
Based on data testing and channel demographics, we finally decided to all invest in Facebook
Youtube
Snachat
Action Map
Views
New users
Data
Monitoring
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TikTok video content
Facebook
Organic
Facebook
Ads
158M
158K
26.6M
133K
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Media partners
105M
31K
0.1%
0.5%
0.03%
Viral content
