Corporate sushi delivery blogger: over 100k followers on TikTok

Working on a sushi delivery project

Stage 1: Research and strategic planning

First, we conducted competitor research, analyzing content formats of delivery services in other cities of Ukraine and abroad that received high coverage rates. Based on the data obtained, we identified the optimal types and formats for creating content. Since the client’s team did not have a video shooting specialist, we suggested involving a corporate blogger.

Strategy for using a corporate blogger

A corporate blogger is a person who creates vertical content for your company. This can be:

• The founder of the company, if he actively promotes his personal brand.
• An employee of the team. However, you should remember about the risks: if an employee is fired, he may claim copyright to the content. Therefore, it is important to sign an agreement on the transfer of copyright.
• An external blogger, in particular from TikTok. Many big brands, such as McDonald’s and Nike, are already using this strategy, involving popular TikTokers to create content.

Our approach

We recommend that clients use the services of a corporate blogger, as this is an effective way to promote on TikTok.

Corporate blogger recruitment services include:

• Creating a TikToker avatar: Developing a portrait of the ideal candidate.
• Drawing up terms of cooperation: Defining requirements and expectations from cooperation.
• Placing a resume on TikToker: Publishing a vacancy on thematic platforms, groups and websites.
• Selecting and evaluating candidates: Analyzing resumes and previous work.
• Conducting interviews and tests: Assessing candidates’ practical skills.
• Matching candidates with the client: Introducing the best candidates for the final selection.
• Confirming the blogger’s choice: Drawing up all necessary documents.
• TikToker integration: Transferring the strategy and introducing them to the course of work.
• Cooperation guarantee: We guarantee cooperation with TikToker for a month.

As a result, we provide you with a professional TikToker who is ready to work on your content.

Stage 2: Strategy Implementation

Before moving on to implementation, our team started by developing a content strategy. We delved deeply into the brand’s specifics, studied the main interests and needs of its target audience, and also identified key areas for creating content on TikTok.

Next, we actively consulted with the client, recommending relevant content formats that the audience would like the most. It is important to consider which formats are most effective in the market, as well as how to combine business interests with the preferences of viewers on TikTok.

To do this, we conducted an analysis of audience requests at the local and global levels. As a result, we decided to offer sushi to passers-by on the street in a game form and interact with real people. This format not only made it possible to create interesting content for TikTok, but also to present the brand on the streets, offering passers-by to try sushi.

Because this approach was innovative for the client’s city, it set them apart from their competitors. With the right strategy, the first video received 10.7 million views. Such success indicates that the content was truly engaging and will be viewed more often in the future.

Stage 3: Search and selection of a corporate blogger

If the strategy meets the client’s expectations, we created a portrait of the ideal corporate blogger, the so-called “avatar”, which is preliminarily agreed with the client. The next step was to search for a blogger, for which there are several approaches.

One of them is posting a vacancy on job search sites, but this method is not always effective, since many candidates may have experience blogging in other media, but not in TikTok. Therefore, 90% of successful cases of searching for bloggers we carry out directly on TikTok, since we need a practitioner who actively maintains his own blog and is open to suggestions.

It is especially important to find a blogger who is based in the client’s city of business. This limits the search, but does not make it difficult. We developed a blogger avatar and identified three channels for searching: local thematic groups with vacancies, specialized marketing communities in the relevant city, and direct search on TikTok.

We usually form a list of 60-70 potential bloggers, communicate with them, and if they are interested, offer them the terms that the client wants to discuss. The cost of blogger services can vary significantly depending on the country, language, volume and quality of the content. After selecting a potential blogger who agrees to the client’s terms, we offer him to perform a test task.

Stage 4: Blogger integration and content launch

After selecting suitable candidates, we offered them test tasks. It is important to remember that all test tasks must be paid for, regardless of the result, since creating a video is a labor-intensive process. Even if the video is not used in the end, it can be used for advertising campaigns. We always agree with the client that the payment for test tasks varies from $ 10 to $ 30 per video. Usually we select 3-5 candidates, among which 1-2 turn out to be optimal.

As for the ideal candidate, we usually look for a “Rookie Star,” a young person between the ages of 19 and 25 who is actively involved in TikTok as a hobby and sees it as a potential source of income. We prefer accounts with 20,000 to 50,000 followers who have been blogging for no more than half a year, as such bloggers have not yet received many advertising offers and do not know their real value.

After the client approves the blogger, we provide the blogger with 20 to 30 video topics for the first month. We expect the blogger to learn our strategy and shoot the first five videos. This is a critical stage where the blogger demonstrates their shooting and editing skills. If the video meets all the criteria, the blogger can continue working on other videos. A properly selected and integrated blogger is able to provide high organic engagement and excellent results. On the example of this account, we see that the first videos received millions of views.