Audioteka | How to become the biggest Polish TikTok account in the industry.

Introduction

Audioteka, a prominent audiobook and podcast streaming platform, was at a turning point in its marketing strategy. Their brand had never ventured into the world of TikTok, and this was causing a disconnect with a crucial audience segment – the younger demographic.

Audioteka had previously focused on an older demographic. However, our creative and community team identified significant untapped potential in younger audiences. In response, we created and executed a strategic launch plan for TikTok, recognizing its crucial role in engaging with these younger users. The key challenge was to tailor Audioteka’s marketing approach to the platform’s unique language and trending styles.

About the brand

Audioteka is a leading audiobook and podcast streaming platform in Poland, providing users with subscription-based access to a vast library of audiobooks and podcasts. The platform’s existing success with older demographics was undeniable, but there was a clear need to expand its reach to resonate with the younger generation.

The strategy and solution

Our team devised a comprehensive solution to bridge the gap and bring Audioteka into the world of TikTok. The strategy encompassed:

1. Creating a TikTok Presence

   Audioteka’s first step was to establish an official account on TikTok. This enabled them to directly engage and interact with the younger audience through a medium where they were most active.

2. Content Creation for TikTok

   To thrive on TikTok, Audioteka needed content that was native to the platform. .mta content creators took the lead in recording organic videos crafted specifically for the platform. These videos had to be not only entertaining but also aligned with the fast-paced, trendy nature of TikTok.

3. Creative Ideas for TikTok Videos

   .mta didn’t just create videos; we came up with unique and engaging concepts that would capture the attention of the younger audience. These ideas were tailored to the current TikTok trends, ensuring that the content felt organic and in tune with the platform’s culture.

4. Ad Campaigns Targeting the Younger Audience

   Our Paid Social team ran targeted ad campaigns using the creatives produced in-house with our creative team. The campaigns aimed at not only increasing brand awareness but also driving specific actions, such as app installs. The optimization process ensured that the ads resonated with TikTok users and delivered meaningful results.

5. Diverse Video Styles and Goals

   We recognized the need for using a variety of content to achieve different goals. Some videos focused on driving conversions — app installs, while others aimed at boosting engagement through comments and follower growth. This helped us meet our target and expand our social media community.

Our results

The collaboration between Audioteka and .mta’s creative+social team has yielded remarkable results and transformed Audioteka’s position in the world of TikTok.

1. Strong Client Relationship:

   Our .mta team and Audioteka have established a strong and trust-based partnership throughout the collaboration. This trust is rooted in the remarkable results we’ve achieved together within a relatively short period, as well as our knowledge of social media trends – especially on TikTok. We’ve guided the Audioteka team in terms of TikTok and creative approach. We’ve proposed different angles and ideas along the way, meeting our collaborators halfway until we’ve reached the stage where we trust each other’s intuition and knowledge.

2. Leading TikTok Account
   

   With our support, Audioteka has risen to become the leading TikTok account in their industry. They now surpass all their main competitors on the platform, which was not something the client thought was within our reach. For a few months, we’d been climbing the numbers and waiting for this milestone to be achieved. Needless to say, this made both the client and our team tremendously satisfied.

3. Growing Audience
   

   The Client’s TikTok account has amassed over 38.9K followers within 12 months, and this number continues to grow monthly. We managed to surpass the biggest competition in terms of the follower count and we’ve built that audience from 0, focusing on hook-led creatives from the beginning of 2023. This number is a great testament to how our collaboration blossomed since the beginning of the year.

    

   

4. Viral Visibility

   All of the videos produced by our team have exceeded over 7 million views, a testament to the effectiveness of our creative strategy and approach. Our goal throughout our collaboration with Audioteka was and still is to create videos that fit the TikTok narrative and trends. We want the younger audience on TikTok to relate to our videos, and to perceive the brand as up-to-date with trends and social media platforms.
   

5. High Engagement

The videos we’ve created have attracted a high level of engagement, evident in the number of comments and excitement from viewers. The videos that generated the highest engagement from the community were engaging our followers in a little game, where they had to guess the titles of the (audio)books. The videos were shot in a very organic way, handheld, with a casual, effortless approach. The aim was to get users excited.