TikTok is now establishing itself as a essential for boosting engagement, both in B2B and B2CHowever, brands face several challenges on this platform: adopt codes which are constantly evolving, remain aligned with their objectives (corporate or not) and se stand out in a constant flow of content.
But well-thought-out strategies allow brands to capture attention and transform TikTok into a real lever for brand awareness and engagement. Discover the experiences of Dassault Systèmes and the URSSAF for an effective and impactful presence on this constantly evolving platform 📱.
TikTok: Dassault Systèmes' lessons learned
Joumayma Nehme,
Global Corporate Social Media Specialist at Dassault Systèmes
Why did Dassault Systèmes launch a TikTok account?
J. N.: Our presence on TikTok is not intended to promote or sell our solutions and generate leads, but to gain visibility! Let me explain, Dassault Systèmes is a large company in the CAC40, which nevertheless remains relatively unknown to the general public. On the Social MediaOur goal is to raise awareness of the brand by explaining our business and correcting the misconceptions that some people may have about the brand. It was after the health crisis, during which TikTok gained attention, that we asked ourselves the question of launching our own platform.
We started with audit the platformby carrying out different benchmarksIt emerged that, unlike our direct competitors, The biggest tech brands had already invested in the social network. had learned to master its codes. That's when TikTok presented itself to us as an extraordinary opportunity to expand our audience, to reach out to new audiences who don't know us or know very little about us.
TikTok's main strength lies in its algorithmwhich prioritizes content on the homepage ("For You Page"), regardless of the accounts followed. This allows us to reach users who were not yet familiar with us, and to capture their attention effectively.
TikTok presented itself to us as an extraordinary opportunity to expand our audience, to reach new audiences who do not know us or know very little about us.
What are your target audiences on TikTok?
J. N.: First of all, there is users who have never heard of usThis general public is the one we need to raise awareness among by making our content more accessible. Then, we find people who have already heard of us and who perceive us as aircraft manufacturers🙂 Our aim is to correct this common mistake by implementing educational communication strategies. Finally, Some users know us well, so we are doing everything we can to gain even more visibility and build their loyalty.
Ultimately, regardless of the audience, our entire visibility strategy rests on a three-pronged approach: human, distinctive, and personalized. TikTok is no exception to this rule, even if these pillars have had to adapting to the platform's codes: a visual style, a recognizable tone, etc.
Regardless of the audience, our entire visibility strategy is based on a triple approach: human, distinctive and personalized.
What were your beginnings on TikTok like?
J. N.: The first thing to do was, of course, to to convince the internal the opportunity that our presence on TikTok representedto demonstrate that this tool was not simply an app for teenagers, but a genuine communication lever. And to take advantage of TikTok and its conventions, We also campaigned for a certain degree of freedom of action.
The launch itself started somewhat by chance, riding the wave of the trend "Under the tropical sun"The idea? Users sent the song lyrics to brands via private messages to see how they would react. When we ourselves received a DM, our manager chose, without much hesitation, to respond to the request. The user then reposted our exchange in a video on TikTok, which immediately went viral, with over 2 million views.
We then seized this opportunity to increase our visibility by commenting on this video and answering questions about us. This happy accident took place on July 16, 2022; on July 20, we posted our very first video.
Since then, our editorial line has been humorous, quirky, and above all, highly visual. More specifically, three pillars dictate our content strategy:
- Education: Through brand voice content, we address topics that aren't necessarily related to our industry. On TikTok, it's important to remain authentic, while staying current and relevant.
- Products : These are not being showcased to be sold, but to demonstrate their power, particularly through simulations and 3D modeling.
- Employer branding: TikTok allows us to promote our employer brand, job openings, campus life… and even share recruitment tips. This strategic aspect is developed in collaboration with the internal communications teams.
The launch itself began somewhat by chance, riding the wave of the "Under the tropical sun" trend.
What are the ins and outs of content creation on TikTok?
J. N.: The key thing to remember is that on TikTok, users are primarily looking to relax. It's about entertainment and fun, which differs from many other social networks, such as LinkedIn. Also, Content that works doesn't take itself too seriously; it's content that knows how to play with humor and self-deprecation.
For this to work, it must be 100% homemade. If the video is too polished, it won't engage the target audience and might even be mistaken for an advertisement. The content must also include native TikTok elements: titles, stickers, effects, filters, etc. Finally, special attention must be paid to the background music. Music can make or break a success. At Dassault Systèmes, to avoid any unpleasant surprises, they prioritize... royalty-free tracks.
On TikTok, users are primarily looking to relax.
Finally, how do you engage on TikTok?
J. N.: To engage, you have to participate in the discussion! On the one hand, there is active moderation, which consists of responding to requests. This is essential, as it contributes to building brand personality and allows for providing users with educational content. Furthermore, attention must be paid to Proactive moderation, that which does not directly concern your account. Commenting on content outside of one's sector of activity allows one to exist outside of one's brand and, above all, to reach new audiences.
Finally, regardless of the type of moderation, on TikTok you have to be prepared to face all comments and all trolls. Commitment is a full-time job! In two years at Dassault Systèmes, we reviewed, responded to, and sometimes requested the removal of over 1,000 comments.
Dassault Systèmes' best practices:
J. N.: Initially, we didn't understand the platform's workings; we were far from experts. We had to learn, progress through trial and error, and even today, we still ask ourselves questions. If you're thinking of getting started, here are our recommendations.
TikTok, the Urssaf's feedback
Laëtitia Barthelemy,
Head of Corporate Communications at Urssaf National Fund
Why did the Urssaf launch a presence on TikTok?
LB: On a daily basis, the Urssaf guarantees the financing of social protection – for both employees and entrepreneurs – and supports them in their administrative procedures. However, Too often, and wrongly, the Urssaf is associated with a negative image that generates fear.
That is why, With the aim of reversing things, demystifying our activity and humanizing our brand, we are implementing open and approachable communication.All our campaigns serve this ambition, particularly our social media strategies. TikTok gives us the opportunity to specifically target a very particular audience: (young) self-employed individuals and freelancers.
It is crucial for us to raise their awareness and support them in their entrepreneurial endeavors. by playfully combating what is known as administrative loneliness.
In other words, To change our image and gain closer relationships, we need to be where our current and future target audiences are, so on TikTok! We know today that TikTok brings real added value to the Urssaf in terms of brand image and information flow.
We know today that TikTok brings real added value to the Urssaf in terms of brand image and information flow.
What were your beginnings on TikTok like?
LB: With the support of our agency, we started on TikTok by creating the account @JeGèreMaBoiteWe are convinced that information coming from third parties is more readily heard and accepted by users, at least initially.
The other advantage of this approach is thatA white label allows more freedom in changing the tone. Far from the classic institutional discourse, we wanted to review our COM codes on TikTok, which requires a period of acculturation for both external and internal audiences.
It is only once this proximity strategy is deployed in external and accepted internally, as well as the 10,000 subscriber mark being crossed, we decided to officially become @UrssafOfficiel. With the ongoing aim of expanding our communication channels and broadening our audiences, this renaming was the starting point for two major developments. Firstly, it allowed us toto address our institutional issues with greater regularity and legitimacyOn the other hand, it was This provides an opportunity to activate a new lever: employer branding.
Ultimately, our strategy has been constantly evolving since we joined TikTok. We listen to comments, take into account the feedback we receive, and do everything we can to stay closely attuned to our users' concerns. It is essential that our formats continually adapt to the needs of our audiences and the evolving uses of the platform.
Far from the classic institutional discourse, we wanted to review our communication codes on TikTok.
Rim Wahab,
Social Media & Influence Specialist at Urssaf National Fund
So, what are your flagship formats on TikTok?
We have a "main" format and a whole series of secondary formats. The "common thread" format meets our main objectives of providing advice and close support. In a frequently asked questions (FAQ) format, each episode addresses a real question from our users and provides a relevant answer. Initially, we drew primarily on questions asked at trade shows. However, after our rebranding, this format underwent a slight rebranding.
Today, To help as many people as possible, we will draw our inspiration directly from the comments of TikTok posts. For more specific questions or special cases, we prefer to communicate via DM.
In addition to this flagship format, We are testing a whole range of secondary formats: portraits of entrepreneurs, voice-over testimonials, and even a web series. This is test and learn that we move forward, with an unchanged will: to answer the questions!
More recently, we launched an "entrepreneurial vlog" format, which encourages users to ask their questions to entrepreneurs, directly in the comments. The idea of giving a voice to real people By creating exchanges related to everyday issues, it is an interesting concept that promotes interaction and knowledge sharing.
We are moving forward through a test-and-learn approach, with one unchanged goal: to answer the questions!
Is TikTok also a lever of influence for the Urssaf?
Yes, and as a public service, this kind of operation may have come as a surprise. The collaboration with influencers remains an effective way to modernize its image, while attracting new audiences. We have, among other things, entered into a partnership with the influencer specializing in entrepreneurship @StartupOKLM, giving rise to humorous and unexpected content.
Finally, what moderation strategy are you implementing?
On average, we publish between 4 and 6 videos per month, with the exception of certain major events. The moderation we exercise over this content is rigorous. Whether in the comments or via private message, we strive to respond to as many people as possible.
And to go further in being proactive, our moderation also concerns content external to our brand. This form of interaction, most often accessible and humorous, is extremely well received by audiences.
📽️ The workshop replay and the Presentation material: “TikTok, the king of engagement”
