+490K TikTok Followers in 1 Year? – What's Working in Marketing™
Charlie Grinnell 🔎
Insights Nerd — Follow me to learn how you can use audience, content, and competitor insights to drive digital growth. Building RightMetric, a strategic insights firm used by Red Bull, lululemon, and Meta.
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Once a week, we send out actionable tips to inform a more impactful digital strategy across paid, earned, shared, and owned channels - using the latest data from our research.
- Uncovering how Lacoste grew their TikTok following by +8467% in one year
- Three tweets about new Instagram ad placements, five creative ad formulas to try out and five lessons from the most upvoted Reddit ad of all time
How Lacoste’s TikTok Following Grew by +8467% in 1 Year
Today, we're taking a look into Lacoste's TikTok strategy and how they gained 490K followers in 1 year.
Let's jump in!
Organic Trends
From April 2022 to April 2023, Lacoste has gained 490K TikTok followers, which is a +8467% increase YoY.
Lacoste saw the largest MoM follower growth spike in November 2022, gaining +113K followers.
November 2022 had one viral video that amassed 7.8M views and 656K engagements.
Content Tactics
- Make it look organic. This video looks and feels like an organic post on TikTok due to its casual filming quality and style.
- Copy viral trends. This video combines filming templates from these two viral TikTok trends, “what are you wearing” and “what are you listening to”. Lacoste adds a humorous twist on it by the cameraman saying “you dropped your keys”.
- Utilize subtitles. The video utilizes subtitles to help viewers easily understand the speaker in the video. This is especially helpful for the non-native English speakers who have difficulties understanding accents.
Top TikTok content themes for Lacoste:
Organic-looking content leads the top-performing videos.
Advertising Trends
From April 2022 to March 2023, Lacoste spent $559K on TikTok ads in the United States.
May 2022 saw one sponsored ad at $194K invested, seeing 19.4M impressions.
Ad Content Tactics
- The ad features 2 actors of different ages dressed in matching Lacoste outfits running into each other.
- Capture attention with movement. The top ads all feature models moving within each frame of the video. In combination with upbeat music, the ads easily capture the attention of the audience.
- Make it short and quick. The pace of all the top video ads are quick & short enough to tell an entire story within 6 seconds. This pace is optimized for the TikTok platform, where audiences usually rapidly scroll through the feed.
Want insights like these—but customized to your brand, your audience, and your competitors?
Check out our menu of custom research reports!
1. Ad placements now show up in Instagram search results
2. Five ad creative formulas to try out
3. Five lessons from the most upvoted Reddit ad of all time
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Senior Digital Marketing Student Ensign College | Communication and Content Creation Strategist
1yVery interesting! Thanks for sharing.
Demand Curve. No B.S. ads management for startups. 100k founders read my startup growth newsletter.
1y490k! damn
Social Media Strategist - Social Media Manager - Co-founder - Author (Penguin Random House) - ex Red Bull/EA/SONY
1ySara Vikström Nora Lindelöw