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How Specialized Gained 1.3M Followers & 180M Views on TikTok
Key Takeaways
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Having started an account in 2018, Specialized has grown to 1.3M TikTok followers and over 180M views. Specialized has used the following tactics to gain traction on their account:
- Posting Cadence: From 2020 to 2021, Specialized’s average monthly posting cadence saw a +136% increase from 11 to 26 posts a month.
- Posting Times: Specialized sees an average engagement rate of 9%. Top performing post times have yielded engagement up to 17% such as on Sundays from 7-8pm.
- Average Post Duration & Hashtags: On average, top performing posts in 2021 are 19 seconds in length.
- Hashtag Use & Performance: Top performing posts use an average of four hashtags. Hashtags that have been featured on top performing posts consistently include #foryou, #mtb, #foryoupage and #foryou.
- Top Performing Content Themes: Specialized’s all time and 2021 top performing TikToks see four main content trends including POV footage, viral reposts, comedic and sentimental moments and bike functionality.
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Having started an account in 2018, Specialized has 1.3M TikTok followers and 350 videos generating between 1K-5K likes as of November 2021.
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From 2020 to 2021, Specialized’s average monthly posting cadence saw a +136% increase from 11 to 26 posts a month.
![](https://cdn.prod.website-files.com/5e459e61116466aa9af84140/61bb888340841e1f2797cd7a_Screenshot_2.png)
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Specialized sees an average engagement rate of 9%*. Top performing post times have yielded engagement up to 17% such as on Sundays from 7-8pm PST.
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Specialized’s top performing content hasn’t seen much fluctuation in video duration or hashtags. On average, top performing posts in 2021 are 19 seconds and feature 4 hashtags.
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Hashtags that have been featured on top performing posts consistently include #foryou, #mtb, #foryoupage and #foryou.
![](https://cdn.prod.website-files.com/5e459e61116466aa9af84140/61bb88cbf82d0c4abfe79435_Screenshot_5.png)
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Specialized’s all time and 2021 top performing TikToks have seen four main content trends including:
1. POV Footage
TikToks with GoPro POV footage have consistently been Specialized’s top performing content. This content features the following tactics:
- Feature one rider in busy environments and two riders in larger, vast landscapes.
- Find the ‘wow’ factor, which could be the view, audience reaction or specific challenge ahead of the rider.
- Tag the main rider in the caption to build interest and reach for your audience.
![](https://cdn.prod.website-files.com/5e459e61116466aa9af84140/61bb895ca8e99329da5de874_Screenshot_7.png)
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2. Viral Reposts
When GoPro footage goes viral, Specialized tends to repurpose the original content and repost it. This content features the following tactics:
- Identify top performing content.
- Reshoot it or use another angle of the original viral footage.
- Post and reference the original viral content in the caption, tag the original creators as well.
![](https://cdn.prod.website-files.com/5e459e61116466aa9af84140/61bb89c563e553580e987e4b_Screenshot_8.png)
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3. Comedic & Sentimental Moments
Specialized grabs videos that shares feel good/funny moments from riders. This content features the following tactics:
- Capture and gather authentic and organic content from customers and riders.
- Bring the product out of its original setting and into different contexts to grab attention.
- Use trending audio or challenges to reach bigger audiences.
![](https://cdn.prod.website-files.com/5e459e61116466aa9af84140/61bb8a2787977803302b9dbe_Screenshot_9.png)
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4. Bike Functionality
Top performing content includes videos showing the functionality and unique features of Specialized bikes. This content features the following tactics:
- Specific, focused video clearly showing the bike feature.
- Use of text on screen to describe the benefit of the product.
- Use of audio to help tell a story and get viewers invested and expecting more.
![](https://cdn.prod.website-files.com/5e459e61116466aa9af84140/61bb8af515d6e67767c905fa_Screenshot_10.png)
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