How Visit California Jumped into TikTok

<p>Gwynne Spann, Director of Content Marketing at Visit California, joins this episode of the Social Pros Podcast for a behind-the-scenes look at their TikTok strategy.</p> <p><strong>Huge thanks to our amazing sponsors for helping us make this happen. Please support them; we couldn't do it without their help! This week:</strong></p> <p><a href="https://sforce.co/2U5DPt4"><strong>Salesforce Marketing Cloud</strong></a></p> <p><strong>Full Episode Details</strong></p> <p>Gwynne Spann, Director of Content Marketing at Visit California, is on Social Pros to chat about TikTok, content marketing, audience targeting, and much more.</p> <p>She shares the initial hesitancy she and her team had around TikTok and how her daughter convinced her to finally take the plunge.</p> <p>While fairly new to TikTok, we get a glimpse into how Visit California approached the platform in the right way, <strong>prioritizing authenticity</strong> and a <strong>tailored strategy specific to TikTok</strong>.</p> <p>Gwynne explains how the wider marketing strategy uses a lot of <strong>geographic targeting</strong> based on audience travel habits and how that influences the type of content they post. We also hear a bit about how Visit California works with <strong>travel partners, brand ambassadors</strong>, and Gwynne hints that we’ll likely see more <strong>influencer</strong> <strong>content</strong> in the future. </p> <p><strong>In This Episode:</strong></p> <ul> <li>4:41 – How marketing to in-state residents differs from out-of-state audiences</li> <li>7:44 – How Visit California uses audience targeting</li> <li>11:28 – Why Visit California launched its own TikTok</li> <li>17:48 – Why TikTok is such a different beast than other social channels</li> <li>20:57 – How Visit California works with all its different business and venue partners</li> <li>24:30 – The success metrics that Visit California monitors</li> <li>26:56 – How Visit California does sentiment analysis</li> <li>31:02 – Gwynne explains what type of content is resonating the