Adobe is responsible for changing the world through digital experiences. Adobe video editing programs Adobe Premiere Pro & Adobe After Effects are some of the most utilized tools for creative individuals and are an essential part of content creators’ skill sets.
The Challenge
DOMINATE TIKTOK WITH INNOVATIVE CONTENT
At kick-off, the @AdobeVideo TikTok page had 0 followers and 0 posts. The Social Standard spearheaded strategic creative direction, developed influencer partnerships, and managed the brand’s social community.
Launching a successful TikTok requires three components: creators that represent the product lifestyle, content that intrigues and engages, and community messaging that feels relatable. Along with showing off the amazingly creative things users could do with their technology, Adobe wanted to incorporate narrative storytelling into their page to make the content stand out and showcase the unique personalities of their diverse group of influencers.
The Solution
BEHIND-THE-SCENES BREAKTHROUGH
@adobevideo Here’s how @motokimaxted adds personality to his dance moves. | #AfterEffects #PremiereIsHere #PremierePro #cartoondancing #viralvideos
The Social Standard activated talented video fx specialists, dancers, and entertainers passionate about creating innovative content with Adobe Premiere Pro & After Effects.
We created a two-part series to intrigue and teach audiences. First, creators would share an original video, showing off incredible effects made with Premiere Pro and/or After Effects, such as walking through a door to a new world. Next, influencers would take viewers behind the scenes to show them how they accomplished the feat with a screen-recorded tutorial.
The BTS footage allowed influencers to open up to audiences and speak directly to them. Because you don’t typically see this relationship between viewers and consumers, the content felt authentic, a must-have for Gen Z audiences.
The Result
100M VIEWERS WATCHED
Over nine months, the @AdobeVideo account skyrocketed to 100M views, 2M+ engagements, and 485K followers. The strategy was repurposed for YouTube Shorts and was the winner of the “Best Use of YouTube” award by Digiday.
Several behind-the-scenes videos went viral, like the “head-tracking” tutorial from @motokimaxted generated 21M views and 327.7k likes. Rather than focusing solely on providing instruction, he showcased a playful personality, poked fun at his dancing, and came across as personable rather than purely educational.
BTS content consistently scored high engagement and record-breaking viewership for Adobe. Tutorials bridge the gap between creator and consumer and should be applied (when possible) with your influencer marketing campaign.
Learn more about how you can turn BTS into performance-driven when you contact partner@sostandard.com.