Switzerland Tourism increasingly relies on Tiktok
Switzerland Tourism is stepping up its focus on the Chinese social media platform TikTok. With videos ranging from 15 to 30 seconds in length, Switzerland Tourism is trying to inspire «the target audience of tomorrow and the day after tomorrow» to take vacations in Switzerland, explained André Hefti, head of marketing at Switzerland Tourism, at Thursday’s annual media conference.
So far, Tiktok has hardly been used by destination brands. The primary aim is therefore to gather initial experience, Hefti told the AWP news agency on the fringes of the media conference. What is particularly exciting about Tiktok is that a large reach can be achieved organically. Established social media such as Facebook, on the other hand, have developed into pay channels.
On Facebook, for example, Switzerland Tourism organically reaches only a "low single-digit percentage" of its own fans. By contrast, Switzerland Tourism's most successful Tiktok video was viewed more than 700,000 times without an advertising budget.
"TikToker" wanted
Just two weeks ago, the industry organization announced that it was looking for four "tiktokers" to create video contributions for Switzerland Tourism. In the meantime, applications in the "high double-digit range" have already been received. These tiktokers will be deployed from mid-April, Hefti said.
Established in the Arab region
Following the initial successes, Switzerland Tourism will open a second Tiktok account in Arabic in a few days. In the Arabic region, the platform has already established itself as a medium for travel content. If the success continues, further accounts could follow. (SDA)
