Hidden Society
A case study on viral content on a reputed brand starting on a fresh page.
Last updated
A case study on viral content on a reputed brand starting on a fresh page.
Last updated
Widely regarded amongst the most successful online communities on the internet, Hidden Society came to us with a unique, but challenging task: utilize their current brand to achieve virality on a fresh account. With some of the highest ever revenues recorded for a company in the Whop Reselling category (see image below) Hidden Society came with a brand that deserved utmost attention.
With that in mind, the goal set for the team at Ascension was formidable for an essentially brand new TikTok page for the Hidden Society brand:
Given that we were working with a fresh page, the strategy was to capitalize on quicker initial engagement to set up the page for long term success. The better the initial engagement, the more likely TikTok will be to boost the page in future videos. Our directive became to showcase the group value while simultaneously boosting metrics of engagement (likes/comments/shares) In line with the Ascension Video Process, the team and Hidden Society decided to strategize the following concepts:
Showcase money-making potential: video concepts were centered around the most successful flips Hidden users were able to make. Additionally, the concept of scarcity and limited time were added as elements to create the need for the Hidden Society group to users looking to make money online. This was also carried over to the caption of the video, for example: "$225 turned into $900".
Video Loop: A popular concept on TikTok is to take advantage of the auto-replay of a video when you stay on the viewing page. To harness the power of this, the ends of certain videos were coincided with the words at the beginning to create the "loop" effect.
Powerful Hooks: Length of viewership is one of the most metrics for long term TikTok engagement. As a result, video scripting involved powerful hooks to tie in the viewer within the first three seconds. Examples of this include "Don't scroll. Have you checked out "xyz" lately" or "how to go from ZERO to $100,000".
The crucial part came to the concept of increasing engagement. This is where the call-to-action (CTA) came into play. The call to action in this case offers the most minimal task for the user "Comment "xyz" (a term relevant to the video) and the user will be sent a DM. This allows us to control the first messaging sent to the user and to also offer special deals for joining the group. Aspects that informed aesthetics of the video in terms of editing included:
Visual Aids: Proof of the item sale items gave viewers evidentiary support to the claims in the video. On first sight, $900 from $225 is too good to be true, but live sales from platforms such as EBay boost the social credibility of the video.
Hidden Society Group Screenshots: In the indsutry of discounts and online profitable deals, timeliness is the differentiating factor. We understood that viewers recognized this and included real time screenshots of deals being posted within the discord, considerably faster than what was publicly circulated.
Total Views Generated: 154,000
The results for Hidden Society were incredible, crossing our target of 150,000 views on the newer account. Along the way, the page generated a sizable number of likes and followers as well, currently sitting at over 18,000 likes. In fact a single video was able to generate 84,000 views! (Screenshot below)
Check out some of the content that did best for Hidden Sociey
