Danish furniture retailer Jysk is launching its official TikTok channel after a promising trial period. The company recognises TikTok as distinct from other platforms, allowing for more authentic engagement and quick adaptation to emerging trends. According to Content Specialist Emma Topp Daugaard, TikTok enables Jysk to interact with customers personally, tailoring content to their behaviours on the platform.
Photo: Dreamstime.
The strategy involves both organic and paid content, initially managed from a global perspective. Starting in the new financial year, six countries—Denmark, Poland, Romania, Bulgaria, Greece, and Spain—will implement targeted advertising as part of their media mix.
The organic content, primarily in English, focuses on inspiration and entertainment rather than direct sales. The paid content will incorporate elements of both organic and product-oriented messaging, aligning with local market needs and targeting the younger demographic of 18 to 35 years old, which is harder to reach on other platforms.
Source: www.bigfurnituregroup.com