April 22, 2025
LocketApp's TikTok Marketing Strategy: How They Achieved 250M Views
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Locket, the social media application, has been making waves on TikTok. Currently positioned at #3 in the Social Media category, their content consistently amasses millions of views.
What's their winning approach?
Locket has implemented a carefully crafted and highly effective TikTok marketing strategy – one that any consumer-focused application or social media brand would benefit from studying.
Locket's TikTok Success Formula
Initially, Locket achieved success by collaborating with micro-influencers. These content creators shared videos on their personal profiles, which resulted in millions of views. This early influencer-based approach helped Locket build traction and reach new audiences.
However, Locket didn't rest on their laurels. They refined and perfected their TikTok content structure. Through extensive testing, they discovered a winning formula that consistently outperforms competitors:
– A brief 2-3 second clip featuring a person's face, with a subtle smile or dance movement while maintaining eye contact with the camera
– Strategic text overlays that capture viewers' attention and encourage continued watching
– A screen recording demonstrating the app's functionality, such as sending a photo to a friend's lockscreen
This content structure has proven remarkably effective, with 10% of Locket's TikTok videos exceeding the average view count by 10 times (approximately 20,000 views), and over 3% achieving viral status with 50 times the typical views. Locket has clearly identified the perfect content formula that resonates with their target TikTok audience.
@kaias_lensssthe besttt #fy #foryoupage #foryou #bestfriends #bff #longdistance #summerbreak #summer #college #frankocean #locket #locketwidget
Locket's Marketing Team Excellence
At a strategic point, Locket modified their approach. Rather than depending exclusively on external influencers, they began having their internal marketing team create and post TikTok content directly.
A select group of Locket employees, presumably their specialized marketing professionals, started publishing the signature Locket TikTok format daily – occasionally multiple times per day. This enabled them to maintain consistent content delivery and keep their brand prominent in followers' minds.
The results were outstanding. By perfecting their content format and having their team execute it consistently, Locket achieved remarkable organic growth on TikTok. They successfully leveraged the platform's algorithm to maximize their content's reach and engagement.
Locket further expanded this strategy by onboarding dedicated TikTok creators to produce similar content. They continuously refined their approach, discontinuing underperforming accounts and focusing resources on high-performing ones. This allowed them to broaden their TikTok presence while maintaining the quality and effectiveness of their content.
Key Lessons for Your Business
If you operate a social or consumer application, you would benefit from studying Locket's playbook. Their methodical, data-informed approach to TikTok growth offers valuable insights for any brand.
Here are the essential steps to implement:
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Establish your initial account and analyze successful content formats in your industry and niche. Study what works for competitors and similar brands.
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Experiment and refine until you discover a format that resonates with your target audience. Be open to trying various approaches.
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Once you've perfected the format, create a secondary account to verify the success can be replicated. This will help confirm your strategy's effectiveness.
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If the format proves successful across multiple accounts, expand by bringing in additional dedicated creators to produce similar content.
Throughout this process, maintain rigorous testing, measurement, and refinement. Utilize tools like SNSTracker to enhance productivity and monitor performance across multiple accounts.
Locket has demonstrated that this systematic, format-focused approach to TikTok growth can yield exceptional results. With the right strategy and execution, your application or brand can achieve similar TikTok success. The key lies in identifying what works, committing to it, and scaling up effectively.
