HK Handel Strategy And +50% Viewer Engagement
Successful mix of entertaining and informative videos makes HK Handel a favorite among the young on TikTok
+17.000
NEW FOLLOWERS
51%
MORE ENGAGEMENT
+2.100.000
VIEWS
Challenges
HK Handel's biggest challenge was to appeal to the young target group, who often perceive trade union material as dry and complex to understand.
Traditionelle kommunikationskanaler og metoder har ikke formået at fange deres opmærksomhed.
With TikTok as the preferred platform to reach the youth, HK Handel was faced with the task of transforming complex and important messages into content that is both engaging, relatable and value-creating for young people.
How was HK Handel's trade union information made palatable and entertaining for the young segment?
Strategy
Our approach was strategic and targeted: We selected two young content creators (male and female content creator) who reflected HK Handel's desired target group. In this way, the target group could identify even better with the content.
These creators were instructed to portray work-related challenges through a mix of humor, empathy and direct advice. There was a great focus on creating recognizable situations that many young people face in their working lives.
In this connection, we created series concepts that not only caught attention, but also educated and informed TikTok users about how HK Handel could help them.
Relatable and informative videos are the optimal mix
To adapt the union fabric to TikTok's format, we chose to create sketch videos. "If your boss says" or "Red flags for the job interview". This approach made the content very relatable and entertaining through acting.
With the involvement of young content creators, our videos resonated strongly with the target audience. This move has significantly increased HK Handel's TikTok presence.
Another focus in the TikTok collaboration with HK Handel was to increase engagement on the channel.
We wanted TikTok users to interact in the comment section and use HK's TikTok as a resource for help and advice.
This was achieved by clear 'Call-to-Actions' (CTAs) in almost all videos, for example: 'Have you experienced something similar?' or 'Describe an experience you have had'.
These CTAs have resulted in an increase in engagement on HK's channel by 51%.
Increased engagement also implies a responsibility for community management. We have responded to TikTok users' comments, which has strengthened the sense of community and the personal relationship.
De føler sig hørt og anerkendt og ved, at de får et svar på deres spørgsmål.
If the users looking for specific help or advice, we refer them directly to the HK Trade department.
Results from the collaboration
The collaboration with HK Handel has been a success, and our TikTok journey together is still ongoing. The following is what we have achieved since the start of cooperation on 1 December 2023:
- Following Growth: We have achieved an increase of 17,000 new followers.
- Range: Our content has generated over 2 million views.
- Engagement: Engagement on the channel increased by 51%, showing a marked improvement in viewer interaction compared to previous efforts.
- Average Watch Time We achieved an average retention rate of over 50%. We are proud of that, especially when you take into account that trade union material can traditionally be difficult to engage the young target group with.