Our guest today is Evan Horowitz, CEO at Movers+Shakers, a creative agency specialising in branding campaigns on TikTok. Evan and his team have spearheaded massive campaigns on the platform, resulting in many campaigns with over a billion views - and a total of 90 billion views across their campaigns (by the way, we’ll talk about the math of how that’s possible in this episode).

Evan was an early adopter of TikTok as a marketing channel, and has seen its growth into an established brand channel over the last couple of years. In today’s conversation, he breaks down his team’s process for creating and architecting viral video campaigns - and speaks to the idiosyncrasies of the TikTok algorithm that results in hypervirality, resulting in billions of views. He also speaks to how virality-driven storytelling can be compressed into a 15-second time span - and so much more.

KEY HIGHLIGHTS

🎶 TikTok is about musical storytelling
🤗 How Movers+Shakers embraced TikTok
🧝‍♀️ The e.l.f. campaign was the biggest campaign in US TikTok history for quite some time
🎼 How the original song for the e.l.f. campaign hit #4 on Spotify’s global viral chart
🎺 The chart-topping brand anthem that played before NBA games
🧑‍🎤 Original music was ground-breaking in the beginning
📖 No brands have any sort of guidelines for music
🆕 The fundamental difference of content creation on TikTok and other platforms
🤯 User-generated content that *also* goes viral is the secret behind the billion+ views
🌟 The e.l.f. campaign had 5 million user generated videos, all of which had the potential to go viral.
🧮 How to count TikTok campaign views
🤖 Understanding the TikTok’s algorithm
🌎 Everyone has their own curated world on TikTok
🌺 How organics factors into performance
🎉 It is possible to architect virality
🧪 Science vs. art in brand campaigns
🍳 The recipe for architecting a viral challenge
🎰 The levers to pull after launching a campaign
💰 Allocation of TikTok budgets
📺 Media products on TikTok exist
🧬 Virality is not a guaranteed outcome
📍 The huge potential of the ad placement on the Discover page
⏳ It is early days for quantitative modelling
🎨 Influencer selection is an art
🎭 How to frame a narrative arc in 15-seconds
🎬 5 questions to ask when getting started on TikTok
⛔ All brands are not a fit for the platform
💫 Brand strategy has to intersect with the type of content on TikTok to achieve success
🔑 Consistent content is key
🙋 TikTok also offers direct response campaigns

Check out the show notes here: https://mobileuseracquisitionshow.com/episode/how-to-hit-90-billion-views-on-tiktok-with-evan-horowitz-ceo-at-moversshakers/

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