The success of Orange County Choppers is a testament to the power of the millennial marketing audience. Launching a home renovation show that focuses on fixing up existing homes rather than buying new properties, the cable network became the go-to place for people seeking inspiration for their home projects. Since its inception, the channel has consistently ranked high in the industry in terms of viewership, driving interest in the brand and boosting its social media following. In fact, Orange County Choppers is the most followed home renovation show in the United States on TikTok, with over 500 million views on the app alone (as of April 2020).
The Power Of The Millennial Audience
According to Future Inc., a market research and consulting firm, American consumers between the ages of 18 and 24 are now the most influential demographic in the country, surpassing millennials between the ages of 24 and 35. This audience is more digitally native than any other before them and have grown up surrounded by technology, leading them to embrace new methods of engaging with brands.
Millennials are now in the workforce, starting families, and buying homes, which gives them the spending power to influence the economy. Much like the baby boomers who came before them, millennials are driving the country’s economic growth and changing the way businesses operate.
The generation is responsible for changing the way Americans eat, shop, and behave. With so much power and influence, it is no wonder brands scramble to gain the attention of this audience.
How To Brand On TikTok
To stand out among the millions of other brands on TikTok, you need to put in the hard work to find your niche and build a following. To achieve this, you need to consider what makes you unique, memorable, and relevant to this audience. While many marketers think they can succeed on TikTok by simply replying to popular requests for products or using popular hashtags, taking this approach can hinder your marketing efforts.
Marketing to consumers on TikTok is different from marketing on other platforms like Facebook or Instagram. You cannot simply cross-post to different platforms, as your follower base will be different on each one. You need to approach marketing on TikTok like you would any other social media platform. What makes you stand out among the hundreds of thousands of other brands on the platform?
To find the answer, you need to ask yourself questions about your target audience and why you’re on the platform in the first place. It’s important to set up a business profile on the platform so that your followers can learn more about you, but you should not just be a business profile. You also need to engage with users on a personal level and show that you’re a real person with opinions and feelings. In addition to this, you should interact with users who have similar interests to yours. The more you engage with users, the more they will remember your brand and the greater likelihood that they will be receptive to your marketing efforts.
To figurehead the success of Orange County Choppers, Jon Favre founded Favre Media.
The company’s initial product was a newsletter for lawyers called The Art of Law. Launched in 2009, the newsletter became the pre-eminent name in legal marketing, attracting over 100,000 subscribers worldwide. In 2011, Favre founded Iron Media, which produced video content for businesses.
Favre saw the YouTube platform as a place where content could have a long-term impact, encouraging users to come back and watch videos multiple times. This is crucial to successful marketing on this platform. The longer a user stays on a channel, the more they will see your videos, especially if you upload new content frequently. The more a user watches a channel, the more they will associate that channel with content that they find valuable or interesting.
How To Measure The Success Of Your Brand On TikTok
If you want to understand the success of your brand or know what metrics to use to measure it, it’s important to look at the numbers. The industry research company TikTok Analytics ranks videos based on several criteria, including the number of times a video is watched, the number of likes, and the number of comments. Based on this data, here’s a list of the top-performing content creators on the platform as of April 2020.
The data also reveals some interesting trends about what people are interested in on the platform. Most surprisingly, people are increasingly interested in food videos, as 75% of the videos on the list are related to food. This is no surprise given that people are more likely to order food while watching television shows or movies than they are to cook those shows or movies themselves. However, even non-food related videos can do well on the platform, with nearly 44% of videos on the list achieving notable success. These numbers speak to the flexibility of the platform and its ability to capture a wide range of interests, making it a potentially lucrative resource for content creators and brands alike.