Helping BBC StoryWorks Master TikTok with a Custom Playbook

Trackable Results We’ve Achieved for BBC StoryWorks

Imogen Naylor-Higgs

Head of Marketing at BBC Storyworks

October 13, 2023

It was brilliant to work with Dan, Lloyd and the Knowlton team this year – we loved the process, the output and are constantly directing people from across the business back to read it when they are looking for TikTok Guidance!

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Quick Summary: Key Contributions by Knowlton

Delivered a bespoke TikTok Playbook tailored to BBC StoryWorks’ production and marketing needs.
Provided strategic and actionable guidance on TikTok best practices, from content creation to paid media.
Ensured the playbook was up-to-date, engaging, and adaptable to TikTok’s ever-evolving platform.
Simplified complex information into a user-friendly format, enabling teams to implement insights effectively.
Empowered BBC StoryWorks to leverage TikTok to boost engagement and brand presence.

Introduction

BBC StoryWorks, the content studio of BBC Global News, creates stories that inspire and move audiences across various platforms. To unlock the potential of TikTok, they turned to Knowlton’s expertise.

Our mission was to deliver a comprehensive TikTok Playbook designed to equip their production and marketing teams with the tools, insights, and strategies needed to plan, produce, and optimise high-performing TikTok content.

The result? A guide that not only met their immediate needs but also provided flexibility for the ever-changing nature of TikTok’s vertical video landscape.

The Challenge

BBC StoryWorks needed a solution to tackle three key challenges:

Master TikTok’s Dynamics: Provide their teams with actionable guidance on creating compelling TikTok content that resonates with their audience.

Balance Creativity with Practicality: Ensure the playbook was both realistic to implement and aligned with their available resources.

Keep Up with a Fast-Evolving Platform: Deliver insights that accounted for TikTok’s constantly emerging features and trends.

The Challenge

Sunny D needed to overcome significant obstacles to regain its place in the UK market:

Rebuild Trust: Shake off its reputation for artificial ingredients and sugary content.

Leverage Nostalgia: Appeal to Millennials who fondly remember the brand but may have moved on.

Reach a New Audience: Introduce today’s consumers to Sunny D’s revitalised recipe.

The Challenge

BBC StoryWorks needed a solution to tackle three key challenges:

Master TikTok’s Dynamics:: Provide their teams with actionable guidance on creating compelling TikTok content that resonates with their audience.

Balance Creativity with Practicality: Ensure the playbook was both realistic to implement and aligned with their available resources.

Keep Up with a Fast-Evolving Platform: Deliver insights that accounted for TikTok’s constantly emerging features and trends.

The Challenge

BBC StoryWorks needed a solution to tackle three key challenges:

Master TikTok’s Dynamics: Provide their teams with actionable guidance on creating compelling TikTok content that resonates with their audience.

Balance Creativity with Practicality: Ensure the playbook was both realistic to implement and aligned with their available resources.

Keep Up with a Fast-Evolving Platform: Deliver insights that accounted for TikTok’s constantly emerging features and trends.

The Solution

To address these challenges, we crafted a bespoke TikTok Playbook that was tailored to BBC StoryWorks’ unique needs and structured to maximise usability.

Separate and Combined Playbooks
We delivered individual playbooks for the production and marketing teams, alongside a full combined version. This structure ensured each team could easily access the information most relevant to their roles.

End-to-End Guidance
The playbook covered every stage of the TikTok content creation process, including:

Pre-Production: Planning hooks, trends, and creative concepts.
Production: Shooting techniques, platform-specific optimisations, and using TikTok-friendly visuals.
Post-Production: Editing for TikTok, incorporating captions, and utilising trending audio effectively.

Strategic Insights
We provided a deep dive into TikTok’s algorithm, paid features, and strategic considerations, helping BBC StoryWorks understand how to maximise reach and engagement on the platform.

Simplified and Engaging Presentation
Complex information about TikTok’s potential and its algorithm was broken down into simple, engaging, and actionable steps. This ensured the playbook was both informative and user-friendly.

The Execution

Collaborative Approach
We worked closely with BBC StoryWorks to understand their specific goals and ensure the playbook aligned with their broader content strategies.

Expertly Designed Playbook
The playbook was designed with clarity and usability in mind, combining visuals, step-by-step guides, and actionable tips to empower both teams.

Focus on Adaptability
Given TikTok’s fast-paced evolution, we ensured the playbook was adaptable, equipping the teams with tools and insights to keep up with emerging trends and features.

Lessons Learned

Tailored Resources Drive Success
Provide their teams with actionable guidance on creating compelling TikTok content that resonates with their audience.

Adaptability is Key
On fast-evolving platforms like TikTok, flexibility in content planning and strategy is essential to maintain relevance and effectiveness.

Simplify Complexity
Presenting detailed technical information in a simple, engaging way ensures teams can confidently implement best practices without feeling overwhelmed.

Collaboration Enhances Outcomes Close collaboration with BBC StoryWorks allowed us to deliver a resource that was perfectly aligned with their goals and team dynamics.

Outcomes and Early Results

The TikTok Playbook exceeded expectations, delivering exceptional results for BBC StoryWorks:

Empowered Teams: Provided the production and marketing teams with confidence to create and optimise TikTok content effectively.

Overwhelming Positive Feedback: BBC StoryWorks described the playbook as “absolutely fantastic.”

Adaptable Framework: Ensured the playbook could keep pace with TikTok’s evolving platform.

Enhanced Strategy Understanding: Delivered clear guidance on TikTok’s algorithm, trends, and paid features to boost engagement and reach.

Conclusion

The TikTok Playbook created for BBC StoryWorks showcases Knowlton’s ability to deliver actionable, high-quality resources that drive success. By equipping their production and marketing teams with a practical, engaging guide, we empowered them to create impactful TikTok content that aligns with their brand goals. This project highlights the importance of strategic guidance and collaboration in navigating fast-changing platforms like TikTok.