3. Create different content for each channel

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This realignment brought great results. Products that were useful on a day-to-day basis saw a jump in sales. Adeela said that “the weekender, as an example, drove 4x DTC revenue and the work tote 2x DTC revenue, almost overnight, as we pivoted the message and creative.”

Many brands make the mistake of simply reusing the same content on each social channel. BÉIS Travel, on the other hand, recognized early on that their audience expects to see different types of content on different platforms.

“What works on a paid ad won’t work on social and what works on social won’t work on TikTok and won’t work on email or your website… This is something we’re learning here as we are trying to move into TikTok,” said Adeela.

When they first started getting their TikTok up and running, the BÉIS team tried to reuse the videos they created for YouTube.

However, nobody on TikTok mexico customer email list found them even remotely interesting, despite the fact that they had performed well on YouTube. So they had to change their strategy.

Today, they share totally unique videos on TikTok that work well on the platform, like these examples:




4. Listen to customer feedback
BÉIS Travel takes customer feedback very seriously, and it means more than just listening to their customers on social media.

For example, before the company released their Baby collection, they sent prototypes to lots of moms and asked them for feedback.