Like us, you may never have considered TikTok as a marketing option. Our introduction to this platform occurred as a result of one person stopping at our table at the PackExpo Emerging Brands Summit on October 23, 2022 in Chicago’s McCormick Place.
A guy named Corry Connors asked to shoot a short video and post it to his 80,000 TikTok followers. We said, “Sure, why not?” Within days of its November 3 posting it went viral. It has now been seen by nearly 2 million viewers with 39.4k likes, 1,773 comments and 574 shares. Though not all sales could be linked to the TikTok video, purchases on our BoxLatch™ Products shopping cart more than doubled over the next 25 days.
As it turned out Cory also hosts a sustainable packaging website and does podcasts. The amazing success of the TikTok video prompted Cory to invite BoxLatch™ CEO, Jim Wilson, to do a podcast. It was posted on December 7. Wouldn’t you know it, the success of that has led to an invitation for Jim to apply for a position as a speaker at the AICC (Independent Packaging Association) Xperience Conference in 2023.
Everyone knows that marketing is kind of like fishing; you never know what the next super lure will be or where the big lunker is lurking. As a company who knew nothing about the effectiveness of TikTok as a B2C and B2B marketing platform, is it time companies like yours and ours learned more about it?