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Tiktok Strategy

Orange Telecom has been very successful on TikTok by understanding the core mindsets that drive the platform - discovery, participation, being uplifted, and entertainment. They fuel discovery through celebrity endorsements, encourage participation through dance challenges, and uplift and entertain their audience with catchy music and humor. Orange conveys their fun and positive brand personality through their videos. While they only have around 461k followers, some of their videos reached over 10 million views, showing the power of TikTok virality. Orange uses catchy background music and follows TikTok best practices like using the full marketing funnel and vertical video format to maximize engagement.

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Noreen Zenhom
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110 views3 pages

Tiktok Strategy

Orange Telecom has been very successful on TikTok by understanding the core mindsets that drive the platform - discovery, participation, being uplifted, and entertainment. They fuel discovery through celebrity endorsements, encourage participation through dance challenges, and uplift and entertain their audience with catchy music and humor. Orange conveys their fun and positive brand personality through their videos. While they only have around 461k followers, some of their videos reached over 10 million views, showing the power of TikTok virality. Orange uses catchy background music and follows TikTok best practices like using the full marketing funnel and vertical video format to maximize engagement.

Uploaded by

Noreen Zenhom
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as DOCX, PDF, TXT or read online on Scribd
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Noreen Zenhom- 900191010

TikTok Assignment

One of the most prominent and successful brands on TikTok in my opinion is Orange

Telecom. They truly understood the power of the community on such an engaging, community-

driven platform. According to Shady, TikTok is mainly driven by four core mindsets: (1) to

discover (2) to participate (3) to be uplifted (4) to be entertained. Let’s look at them one by one.

First of all, Orange fuel discovery through their use of celebrity endorsement in their videos.

They speak to the audience and deliver their message using celebrities, who are people they trust.

As a result, people are tempted to discover and understand more about the brand. Then, they

encourage audience participation through asking them to recreate dance videos created on the

Orange ads songs. They tell people to recreate the dance in return for promotions in the form of

points and discounts. Finally, the uplift and entertain their audience by using a mix of energetic

music and humor, which put their audience in a good mood.

Shady also mentioned how important it is to catch the audience’s attention in the very

first five seconds of the video. I believe Orange have been succeeding on that front using their

catchy songs. Even the videos that include only script and not much music are comedic, as well

as start with a topic that is relevant, relatable and important to the audience, such as football, for

example. They also convey their message in a very concise way in the form of storytelling,

which is extremely effective.

One of the things we discussed in class was how TikTok allows brands to showcase their

personalities through their videos in a very simple, subtle way. Orange’s videos reflect the brand

personality, which is fun, uplifting, joyous, positive, but also down to earth, and community-

oriented.
A wonderful thing about TikTok is that you can reach virality very easily without

actually having a large number of followers. In the case of Orange, they have around 461K

followers, but their pinned videos reached 10.2 and 7.7 million views. That, in my opinion, is

success. In addition, research found that 88% of TikTok users claim that sound is vital to the

TikTok experience, and Orange is addressing this concern by using very interesting, catchy

background music.

Another important concept we also discussed was the importance of using the full funnel

approach, which is built on awareness, consideration and conversion. First, for awareness,

Orange sometimes popped up as top view ads, which is amazing because it creates mass reach,

which in turn creates hype. However, I found that they more frequently utilize top feed ads,

which not only creates reach, but also frequency. As for consideration, they are well-using the

branded effect by putting their logo on either the top left or bottom left corners in all their videos.

In addition, even though they are not collaborating with specific content creators, they are asking

their audience to create content and tag them as well as add the hashtag: #orangeegypt. This

brings us to the last element, which is conversion. Orange resort to spark ads a lot. We can see

that they use user-generated content, where one can click the “+” sign to follow the account. We

can also click the profile photo, nickname, or swipe left to go to the profile page. By sharing

user-created content, they are creating more organic content. Consequently, it makes people

more receptive and it builds a positive brand image as well as trust, as the audience feel like the

message is more authentic. This makes their approach most effective.

Moving on the creative 101 side of things, Orange stick to the vertical frame of TikTok,

so their videos don’t look awkward on the feed, or FYP. They bear in mind the “sound on”

important through their catchy music and humorous scripts. The tone they use is always positive
and authentic- all positive vibes. As for their call to action, they as people to either recreate the

dance videos, which creates awareness as previously mentions, and they also urge people to join

the various Orange programs. Their narrative is taking a storytelling approach. Finally, they are

up to date with the current trends, and try to make use of them, such as recent important football

tournaments.

If we are to compare Orange on TikTok and Orange on other platforms, we find that their

message is more or less unified across all platforms. They include more text in their captions on

Facebook, and use more pictures on Instagram. On Instagram, if they feel like they need text,

they include it in the picture frame of the post rather than just in the captions. This is in

accordance with the nature of each platform. In general, Instagram and Facebook are more

structured, and there isn’t much room for engagement. However, they still try to keep their

content interesting and engaging by creating and announcing competitions, as well as

congratulating the winners.

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