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Hey everybody, welcome to our third video

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in our TikTok marketing module.

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We're gonna change things up a little bit.

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As I was putting this slide deck together,

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I realized to try and incorporate TikTok

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into Google Slides was just a hassle.

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It did not look great,

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plus it doesn't let you play the videos,

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and so I've few introductory slides

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of what we're gonna talk about today,

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we're gonna be talking
about the TikTok strategy

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that I came up with

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and gonna help shepherd
while I was at Bamboo HR

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and then we're gonna dig into
the actual TikTok channel,

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and we're gonna be showing some examples,

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and I'm gonna giving you an insights scoop

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of kind of why we did the things

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the way we did and the wins,

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and also very importantly, the losses.

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I think that's something that we forget

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on social is that we
only talk about the wins,

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and that's fun and it makes us feel good,

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but sometimes we learn more

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by the content that doesn't go well,

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and sometimes the content
we spend a lot of time on,

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we do all the research,
we do everything right

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sometimes it doesn't go well,

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and the content we come up
with kind of super quickly

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and we, you know, post it does the best.

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So what am I really
trying to say that TikTok

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and marketing in general
is an art over a science.

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So let's get into it though.

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We're gonna be talking about

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with the Bamboo TikTok strategy.

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Let me click through here and
then here's some background.

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So let's go back now to 2020, 2021.

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As we talked about in previous modules,

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we were seeing the rise of vertical video

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from LinkedIn, Twitter,
Facebook, Instagram,

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and this new up and coming
social media network

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called TikTok, and one of the things

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that I began to notice as well

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is the content that
performed well on LinkedIn,

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didn't necessarily perform as well

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on Twitter or Facebook or Instagram.

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I'm starting to see a lot more walls

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between the social channels

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and while you should never just copy

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and paste things across
the social networks

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and just post everything the same.

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In the last few years it's
becoming even more obvious

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of the importance of adapting your content

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for the needs of the social media channel.

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What do I mean by this?

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So for example, let's look at TikTok.

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It's gonna be all about
that vertical short video.

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LinkedIn it's gonna be a little bit more

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about the longer form video
and actually less of video.

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LinkedIn video still does well,
but it's not the main pieces

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of content that does well on LinkedIn.

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A lot of it's gonna be more copy based

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and also poll question based.

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And so long story short,
I remember being, you know

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in the beginnings of 2021, thinking,

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"Okay we're seeing some dips
in our overall impressions

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and engagement on our social channels."

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I think part of that was
to do with social fatigue

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that we were seeing as the
pandemic kind of went on,

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and people were on their phones,

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but then they were getting burned out

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because they couldn't leave their homes.

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So long story short

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we still needed to find content

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that really connected with our audience.

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And one thing that I have found
when I worked at Bamboo HR

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which is an HR software company,

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is people cared less about

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when we talked about our software,

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and they care more about

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when we talked about
the thought leadership

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behind who we were as a company.

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They wanted to know how we did HR,

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they wanted to know our
thoughts about onboarding,

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off onboarding, applicant
tracking, hiring questions

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company culture, all that kind of stuff,

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and so that was where we
really wanted to shift to.

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We still wanted to make sure
we showcased our product,

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but we wanted to really lead out

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with our thought leadership,
especially on social media.

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And so the summer of 2021

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I was able to get my very
first intern in my career,

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and that was awesome and scary

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and crazy all at the same time.

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She was fantastic.

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She was still in college at the time,

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and she came in and you know

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she went through the training

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and about a month into
her internship, she said,

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"You know, Tyler I really think TikTok

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could be a place for Bamboo HR."

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And I'll admit, I thought to myself,

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"God I don't know TikTok, it's
all about those fancy dances

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and those trending sounds,
and I just don't feel

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like our HR audience is gonna be there."

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Foolishly, I was kinda stuck in my ways

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and I thought you know,

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our audience kinda leans a little older.

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They're not gonna be on there,
they're more on LinkedIn,

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they're surprisingly still on Facebook.

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and they were on Instagram,

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but as I thought more and more about it,

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I thought, well early in my
career, I would have loved

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for my bosses to give me
a chance to really prove

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or not prove an idea that I had.

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So I told her, "You know, Audrey, great,

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you do the research, look
for these certain keywords.

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You know, I wanted to really understand

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you know, our keywords that
we were going after, like HR,

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company culture, employee
experience, things like that,

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and come back to me with a plan."

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And so she did, she did a fantastic job.

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She put together a pitch deck.

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I remember she was showing me

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some of the hashtags related to HR,

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and some of them were in the millions,

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and I quickly found as I
went through her pitch deck,

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"Oh this is a platform that
people are really using

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to talk about company culture."

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TikTok at that time in 2021,

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people were using it to
talk about the pandemic.

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They were using it to talk
about Black Lives Matter.

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They were using to talk
about the future of work,

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remote, hybrid, in office,

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and social was at the forefront of that.

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So I had to swallow my
pride a little bit and say,

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"Okay let's give it a try."

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And that was something
that was hard for me,

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because TikTok is very personal

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and it really does well
when it's authentic.

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I don't necessarily love
being a social media creator,

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I'm more of a social
media strategist, teacher,

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come up with ideas and
then allow our design team,

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video team to really take
the lead on that creating,

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but that's something that's really changed

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in the last few years.

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So where am I getting with all this?

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I said, "Let's do it,

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let's put together a plan."

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And I kind of wanna walk you
through those initial videos

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that we did, kind of our thought process,

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what worked and what didn't work,

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and I was gonna show how it evolved

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and also what Bamboo HR is doing today.

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All right, let's make this a little bigger

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so everyone can see.

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All right, so let me move
myself out of the way here,

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maybe I'll just turn myself off here,

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so now you can't see me.

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Now it's a little bit
easier to see everything.

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So this is Audrey, she's
our wonderful intern

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and here's the first TikTok that she made,

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and I will admit I was a little nervous,

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but she did a great job.

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♪ If you're feeling like you
need a little bit of company ♪

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♪ You met me at the perfect time ♪

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♪ You want me ♪

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♪ You want me, I want you, baby ♪

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♪ If you're feeling like you
need a little bit of company ♪

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♪ You met me at the perfect time ♪

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We'll watch over time.

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♪ You want me ♪

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♪ You want me, I want you baby ♪

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So I think that was
successful for a few reasons.

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You know, that sound was a
trending sound at the time.

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She was talking about kind

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of this debate that people were having

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between remote and in office,
about employee benefits,

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you know, do you want your snacks

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and your free dinners
or would you rather have

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benefits that actually
benefited your life?

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But first, Bamboo HR had paid vacation

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and they had great in health insurance,

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and so this really connected with people.

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I mean, our very first
TikTok had over 1200 views,

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that was awesome.

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As soon as I saw that, I said,

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"Wow, I think we're onto something."

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So I said, "Hey, here's more
of our most popular blogs.

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Take these blogs, take these ideas,

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and let's make a TikTok."

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And so that's what she did.

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Here's another great example.

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This one got 4,000 views.

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Not a lot going on around here lately.

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Let's see what's behind this door.

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(organ music)

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Not a lot going on around here lately.

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Let's see what's behind this door.

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Again, super short, to the
point, using qualified sounds,

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and it really connected with our audience.

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We also tried to fold in

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our typical company culture content

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like when we had people
come back to the office

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♪ Patient ♪

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♪ Yeah oh I was patient ♪

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♪ Oh, now I could scream that we made it ♪

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♪ Patient ♪

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So you can see here

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this was us celebrating
everyone coming back

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and well we didn't all
go back into the office,

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it was still a choice that you had,

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but you can see here only 445.

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So not as well as the other ones,

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and you can see here, you know

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we had varying degrees of success.

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You know, we were starting

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to average more in those mid 500s.

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She was doing a great job,
she was really proud of it

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and then she had this one

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that just went absolutely
viral with 75,000 views.

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Just answer the question, okay?

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Please don't play with me right now.

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Just answer the-

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So I think there's a few
things we can learn from this.

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We had the trending topics,

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we also connected with
people's love hate relationship

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with the hiring process.

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She did a great job finding
the right hashtags to use.

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She had the sound, she had comments

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she had everything working
for, with 75,000 views.

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So this was awesome.

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Unfortunately, you know, the
internship came to an end,

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but we still wanted to make sure

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we kinda kept the good times rolling,

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but what's interesting,
as you can see here

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we kinda had a lapse,

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and that also is a great
learning experience

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for me is that TikTok values consistency

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and so that's where I dropped the ball,

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I was not as consistent as I needed to be.

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The next piece of
content that we tried out

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was more of a day in the life.

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This is more of a brand
and recruiting play.

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[Actress 1] What it's
like in life of family HR.

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Court hero to work.

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[Actress 1] Hurry.

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Oh, how are you there?

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[Actress 2] So fast.

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Make sure we have three sources of water.

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[Actress 1] Check.

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[Actress 2] Sticky notes.

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[Actress 1] Check.

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[Actress 2] Can you take the
Animals For moral support?

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[Actress 1] Check, one pen.

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So again, you can see really
fun, showing personality,

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didn't really hit as much
as I wanted it to do.

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Later in 2022 we had our
employee experience week,

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where we worked with HR influencers,

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where we had them create TikToks

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and talking about their
thought leadership.

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Again, it didn't do as well,

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I was pretty bummed about this.

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Why didn't it do well?

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I think we weren't
consistent in our posting.

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I don't think TikTok really understood

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what we were trying to do.

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I think if I could go
back and do it again,

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I'd have them make multiple
videos that were shorter

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and that we could hit a
little bit harder and quicker.

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What was really interesting,
they didn't do well on TikTok,

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but they did a lot better on Instagram,

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and I think one of the
reasons why is because,

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we had a larger audience
that was a lot more engaged,

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and so that played a role in it as well,

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but then you can see here, we continue

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to mess around with a
wide variety of formats.

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You can see here we started
to getting into the paid game.

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So this had over a half a
million, but that was paid,

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and we switched to
really focusing on people

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and that was a thing
that, you know, I started,

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and it's cool to see that
they're still doing that today.

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Always focus on people,

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you'll never go wrong when you do that,

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and it's also important to remember

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if things don't go well,
keep going, keep trying.

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I always like to use the
baseball analogy, you know

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a Hall of Fame baseball
player, if they hit, you know

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four outta 10, they're a Hall of Famer,

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and I think social is very similar.

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You're not gonna hit home
runs every single time,

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so don't get discouraged,

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and I still follow Bamboo HR on TikTok

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and it's really fun to see.

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Now what's interesting
here is they then switched

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to more of a actor,

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I would say, less
authentic, more produced,

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and it'd be like, "Wow, Tyler, look

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they had 1.4, 1.2 million,
it's doing really well."

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All this was paid.

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They work with an agency to
promote this across the board,

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which is great, but they can see

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when they're not being
paid, they're back down,

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and this is when they're
repurposing podcast content.

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So, you know, if I could go
back to them now, I'd say,

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"You know, I think we need to go back

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to having a point person with
trending sounds and in topics.

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I feel like that's
something that's lacking.

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It works, it takes consistency

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but I think it's something

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that people can really respond to

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and that's what they
want to see on TikTok."

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So without further ado, that
concludes our third video.

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Well, I'm really excited now
to see what you guys can do

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with creating your own TikTok content.

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So let's get into that.

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Thanks everybody, see ya in video four.