Sid Lee
About Sid Lee
The work made for Sid Lee runs to 7 verified projects since 2016 — mostly BusinessStrategy, Contentmarketing and WebStrategy.
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The TikTok Social Media Takeover
Here’s how Sid Lee helped the fastest-growing social media network in the world establish a voice, a community, and a whole lot of trending topics outside its own platform. How it began TikTok was experiencing something of an identity crisis. Not on its own network—TikTok obviously knew how to TikTok—but on other platforms. Its coveted status as the app closest to the pulse of culture was not being properly represented on its external social channels. Sid Lee stepped in as their Social Agency of Record to help them show who they are, and to sound like they were always meant to sound. Creating the space Sid Lee' first action was establishing a TikTok Newsroom consisting of 3 to 5 staff members and one weekly guest star. These social media detectives waded through news, Instagrams, and Tweets of the day to contribute to cultural and trending moments. This enabled them to create, greenlight, and post content both proactive and reactive. Sid Lee also built a client-friendly workflow that made it possible to earn approval and hit post in 24 hours. Finding the voice Nearly all brands buzzing around the hive of social media use the pronoun we when self-referencing. Sid Lee wanted to make TikTok’s voice even more personal, so they made an important tweak. This shift created space for the language to become more approachable and tuned-in, and for the tone to be more enthusiastic and playful. Shifting focus to communities Sid Lee took what we’ve learned from and ran with it by shifting TikTok’s media strategy away from general reach and engagement to focus on specific communities. By targeting cross-community growth, they were able to create posts that earned billions of organic impressions and even got a shoutout from the beloved Lizzo. Crafting inclusive content Working in partnership with Kudzi Chikumbu, TikTok’s Director, Creator Community, Sid Lee produced a video highlighting and celebrating creators of colour. BIPOC TikTok artists are often at the helm of trends and have their work poached by brands who don’t credit them. They wanted to return the spotlight to where it belongs. Watch the video . So, how'd it go? Pretty good. TikTok’s audience increased by 917% to over 40 million. Engagements were up tenfold to 1.3 billion, videos were viewed over 9 billion times, and 423,047 posts were published. The engagement rate per impression increased by nearly 75%. Last of all, Sid Lee was responsible for three trending topics: #ThatMadeMyDay, #TikTacos, and #ThatsSoTikTok. The first two charted #3 in the US, and the total mentions were +40 million. Sid Lee had a hell of a time working with TikTok, and we’re sure the platform’s future is as bright as Lizzo’s smile. https://sidlee.com/en/work Credits: Sid Lee