John Deere is paying $200k

The Engagement Rate

An industry bulletin for marketing pros.

Influencer & brand wins of the week 🏅

💡This is a lamp.

Fashion brand, Loewe, partnered with hilarious Tik-Toker Ayamé for their eclectic lamp exhibition in Italy this month. One comment on their video summarizes this partnership perfectly - “YOU COULD NOT HAVE PICKED A BETTER PERSON 😭😭😭😭” 

^{Sponsored by Neurons} 

Neurons Copilot is your perfect AI buddy for creating awesome ads! Scan through your content and receive personalized tips tailored for your industry and needs. 

Whether you want to boost how well your content does, make your brand stick in people's minds, or craft messages that really pop, Copilot has your back.

Sign up now to get in on the early action.

Comments part 2 - nailing it 

TikTok comments are becoming an invaluable marketing trick, as mentioned in our last edition, that helps broaden your brand’s visibility to new audiences without having to spend a lot of time, energy and money on one video that might end up flopping. As a follow up - I wanted to talk about some key tips to consider or in other words, how you can nail a comments strategy… 

🦁Remember who you are, Simba 

Comments are the perfect opportunity to engineer your personality digitally. Your choice of comment and to what type of content you react to will be a reflection of how you want your brand to be perceived. 

🧑‍🎤Get with the culture, but don’t try too hard 

It's important to stay true to TikTok's culture by being lighthearted and funny, whether you’re jumping on a trend or replying to Taylor Swift’s account, but be careful not to cross the line into being cringey. Read the room when engaging in the comment section. And if that’s difficult for you, then consider hiring someone who knows the chops. 

📈Think algorithm

On TikTok, the more likes and comments a comment gets, the higher it ranks. Popular comments get boosted for more visibility. Brands should aim for top comments or video responses as it boosts their reach. 

John Deere launches nationwide search for 'chief tractor officer' to connect with younger audiences

John Deere, a company renowned for its tractors and agricultural machinery, has gained over 90,000 followers on TikTok without ever posting a single video. However, recognizing the platform's potential to engage with younger audiences, the company is now embarking on a new strategy. They aim to integrate TikTok as a core component of their outreach efforts to reach Gen Z and young millennials. In a bid to accomplish this, John Deere has initiated a search for a "chief tractor officer," whose primary role will be to serve as the face of the brand on TikTok and Instagram. This individual will travel across the country for approximately a year, interviewing farmers, construction workers, and other professionals whose work involves John Deere equipment. This initiative is part of a broader endeavor to rekindle interest in the brand among younger demographics, as articulated by Jen Hartmann, John Deere's global director of strategic public relations and enterprise social media.

The quest for the chief tractor officer commenced with a captivating video featuring NFL players attempting to operate a John Deere tractor while being continuously interrupted by video calls from numerous celebrities and influencers vying for the coveted position. The selected candidate will be awarded a lucrative one-year contract valued at $200,000, tasked with spearheading John Deere's TikTok strategy.