Channel Audits
Change is the name of the game when it comes to social. Best practices are constantly evolving, and your strategy has to do the same. To stay on top of what's working and what's not, I perform regular channel audits, digging into performance data to determine what that strategy evolution should look like.
T+L TikTok Strategy Overhaul
In 2023, as the TikTok landscape became increasingly saturated, the strategy that previously led T+L to have multiple viral videos (1M+ views) each month was no longer working.
To overhaul our strategy, I started by having key stakeholders (team members from social, video, editorial, and more) do a brand-building exercise to reimagine our TikTok-specific mission statement. I then analyzed historical performance, looking at our most successful video hosts; categories (air travel, hotel reviews, travel hacks); and formats (vlog-style, green screen, b-roll with explainer text).
I brought together the ideas from the brand-building exercise and the insights from the data analysis to create a go-forward strategy, which included things like doing more (or fewer) videos with certain hosts, ramping up some video categories and formats and doing away with others, and trying some completely new series ideas.
Our new strategy resulted in over 450% growth in total video views compared to the same six-month period the year before.
Brand-building Exercise Example
Historical Performance Analysis Example
Strategy Overhaul Results
