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. Overview
. Concept
TikTok's "Level Up" campaign is designed to empower creators to enhance their content and deepen their audience engagement. By challenging creators to push their boundaries and elevate their work, the campaign boosts user interaction through creative tasks and milestones. It reinforces TikTok’s role as a leader in social media by expanding content quality and encouraging more innovative, compelling connections between creators and their audiences. This campaign not only improves the caliber of content on the platform but also attracts a broader audience interested in high-quality, engaging experiences. Through carefully crafted design and user experience strategies, the campaign ensures alignment with TikTok's guidelines and themes, making it both impactful and effective for the community. This initiative keeps the platform dynamic and inspiring while also providing valuable insights to shape future strategies.
In the conceptualization phase of TikTok's "Level Up" campaign, the foundational objectives are built around three main pillars: enhancing content quality, boosting user engagement through creative challenges, and expanding the diversity of content on the platform. Leveraging in-depth analytics from previous initiatives, TikTok defines its target audience primarily as Gen Z and millennials who are actively involved in content creation and digital communities. The campaign is named "Level Up," reflecting its focus on empowering creators to elevate their work and encouraging them to strive for higher levels of interaction and creativity. A dynamic visual theme that resonates with TikTok’s energetic and youthful audience is developed, setting the stage for a variety of engaging content formats, including creative challenges, skill-building tasks, and milestone achievements. This approach ensures the campaign aligns closely with TikTok’s brand ethos and taps effectively into current user trends and preferences, positioning "Level Up" as a vibrant and motivational content creation experience.
. Planning
A dynamic visual theme is crafted to resonate with TikTok’s energetic and youthful audience, setting the stage for a series of engaging content formats, including creative challenges, milestone achievements, and interactive tasks. This strategy ensures that the campaign not only aligns with TikTok’s vibrant brand identity but also effectively taps into user behaviors and preferences, making "Level Up" a captivating and motivational campaign that fosters deeper engagement and rewards users for their efforts in elevating their content.
The driving force of our campaign: How can we empower and inspire our community to elevate their content, while engaging users to connect and create on a higher level across the globe?
. Wireframe
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. Design
SUMMER INTERNSHIP
Highlights.
TikTok's "Level Up" campaign is all about empowering creators to elevate their content and engage more deeply with their audiences. It’s designed to boost user engagement by challenging creators to improve their content quality, explore new formats, and achieve higher levels of interaction. TikTok is giving creators the opportunity to shine, saying, "Let’s see you take your content to the next level!"
But it’s not just about improving content—this campaign significantly ramps up user participation. With tiered challenges and interactive elements, it transforms creators and viewers into active participants in a dynamic, competitive environment. This kind of engagement is exactly what TikTok thrives on. Moreover, the campaign strengthens TikTok’s position as a leader in social media by pushing the boundaries of content creation and encouraging continuous improvement, showing that it’s not just about making videos but about creating impactful, engaging experiences.
The campaign is designed with TikTok’s guidelines and vision in mind, ensuring that every element enhances the user experience and fosters a stronger community connection. This campaign keeps the platform vibrant, engaging, and full of energy, and it’s a key initiative in driving the future of content creation on TikTok.
Level
Up
Time: June to Augustus 2024
Role: UX Design Intern
Involvement: Mobile Live Campaign Design and Banner, Design
Team: Martha David, Thara Nadhirah, Yumei Chen, Arnetta Putri, Nataja Azalee, Kevin Winarta
@2024 By Cindy Susanto - Accessible Design is a Good Design
. Data Collection
User Engagement Metrics
Content Engagement Metrics:
Top Creators: 3 million high-level interactions
Active Participants: 2.5 million interactions
General Users: 1.8 million interactions
Comments:
Top Creators: 800,000 comments
Active Participants: 600,000 comments
General Users: 400,000 comments
Shares:
Top Creators: 1.2 million shares
Active Participants: 900,000 shares
General Users: 500,000 shares
Views:
Top Creators: 50 million views
Active Participants: 35 million views
General Users: 20 million views
Completion Rates
Top Creators: 95% completion rate for advanced content
Active Participants: 85% completion rate for content challenges
General Users: 75% completion rate for content tasks
Participation Rates
Top Creators: 15,000 creators actively participated
Active Participants: 20,000 users actively engaged
General Users: 12,000 users participated in Level Up activities
Content Categorization
Challenge Participation: 50% of total campaign engagement
Milestone Achievements: 30% of total campaign engagement
Comment and Share Engagement: 20% of total campaign engagement
. Data Collection
. Reflections
Trend Analysis
Top Creators have demonstrated a 40% higher engagement in advanced content interactions compared to Active Participants and General Users.
Content by Top Creators has outperformed other categories, achieving an 85% completion rate for challenges.
Campaign Performance Report
Total Campaign Engagement: 22 million high-level interactions, 2 million comments, 3 million shares, 120 million views.
Top Performing Content: Advanced content by Top Creators with a 40% higher engagement than other categories.
User Sentiment: 95% positive feedback on participation in Level Up activities, especially among Top Creators.
Content Optimization
Top Creators' Advanced Content should be prioritized in future campaigns, especially those with high engagement, as they consistently generate the most interaction.
Interactive challenges and milestone achievements are highly engaging, particularly for Top Creators, suggesting that TikTok could benefit from promoting more dynamic and rewarding content for participants in future "Level Up" campaigns.
User Experience Improvements
Consider expanding the variety of challenges and tasks available to Top Creators and Active Participants to boost engagement and cater to the desire for more diverse and rewarding activities within the "Level Up" campaign.
Context
