TIKTOK CONTENT STRATEGY & PERFORMANCE ANALYSIS
Lifestyle Content | Social Analytics | Trend-Based Optimization
October 2024-November 2024
Overview
This project focused on creating, executing, and optimizing a TikTok content strategy for a lifestyle account. The team utilized performance data, trend analysis, and competitive benchmarking to inform ongoing content decisions.
Role
Platform Strategy, Content Creation & Analytics Analysis
Context
Arizona State University | Advanced Academic Project| Marketing 450
Objective
Create an effective platform content strategy using hero, hub, and hygiene content for a lifestyle account through data analysis, benchmarking, and performance optimization.
Challenge
Build an effective content strategy for a new account. Ensure content was informed by audience behavior, platform trends, and competitive performance.
Strategy
Defined the account concept as a lifestyle-focused brand prior to platform selection
Selected TikTok as the primary platform based on the content style and discovery potential for lifestyle content
Identified and monitored a competitor creator within the same niche for benchmarking
Planned content using a hero, hub, and hygiene framework
Used social media trends and platform insights to guide content creation
Developed a consistent posting strategy of 1x a week for optimal results
Content schedule
Execution
Launched and managed a TikTok account, @danisdigitaldiary
Posted content following hero, hub, and hygiene framework
Monitored TikTok analytics 2x a week to evaluate performance metrics including views, engagement, and reach
Adjusted content themes, formats, and posting decisions based on top-performing posts
Iterated content strategy in real time to maximize performance
Hygiene content
Hygiene content analytics
Hub content
Hub content analytics
Hero content
Hero content analytics
Results & Impact
Developed understanding of strategic content and viewer behavior
Changed content strategy based on performance insights
Gained experience using analytics to guide creative decisions
Key Learnings
I gained a better understanding of social media as it pertains to marketing and developed my skills to be able to build and scale social media presence through data-driven content creation and analysis.