TikTok
Bled Castle for the Youth
The decline in young people's interest in visiting cultural institutions is due to several factors, with the key ones being the insufficient adaptation of offerings to young people's interests and the lack of effective use of modern communication channels, according to a study by Ian Spooren. Therefore, we directed the communication for the younger target audience of Bled Castle to where they are most active – on TikTok.
| Client |
ZK Bled
|
| Service |
Photo and video production
Social media
Communication strategy
|
| Team |
Diana Gajić
Amelija Umek
Tina Mentol
|
| Year | 2024 |
Strategic Communication
We designed our TikTok communication strategy to showcase interesting castle characters and life at Bled Castle, as well as the types of posts currently achieving the best results. We categorized the content based on the communication purpose into entertaining, engaging, and educational. The content created for TikTok is also shared as Reels on the Instagram platform.
Managing the TikTok Profile
Our approach includes continuous profile optimization, preparation of design templates, video production including script development, coordination with performers, post-production, and posting relevant content according to a set timeline. Based on regular analysis and reporting, we monitor the performance of posts and the activity of the target audience in real-time.
Results
Establishing and managing the Bled Castle profile on TikTok has yielded remarkable results in the first month. With over 150,000 views and more than 5,000 likes, we achieved a high level of engagement and visibility among users. This success confirms the effectiveness of our strategies and the quality of the content created, which attracts a broad audience and encourages interaction. The results of the first month indicate that Bled Castle is well on its way to becoming one of the most popular Slovenian cultural destinations on TikTok.
