Launching a Men's Grooming Brand's First Product Line on TikTok
A first-product launch needed early distribution that a brand-new account had no way to generate on its own.
Illustrative exampleAvg. views per video
70 → 22,000
Site sessions/week
5 → 380
Followers
40 → 6,100
The Challenge
Launch-week videos opened to a completely cold audience with zero prior engagement history, which is close to the hardest starting position for TikTok's distribution algorithm to work with. Early videos got almost no traction.
The Approach
A views and likes boost across the first wave of launch videos supplied the early engagement signal the algorithm needed to begin wider testing, and a routine/results-focused video eventually broke out well past the initial push. Site traffic followed the view curve closely.
Services Used
“Our results video crossed 100,000 views in its second week, entirely off the back of momentum we'd only seeded in week one.”
Illustrative example, men's grooming niche
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