Outside Magazine
Outside Magazine’s audience development team wanted to help the publication connect with its growing Gen Z audience.
So they hired me to start their TikTok :)
As their first social media fellow (and de facto Gen Z expert) I developed the brand’s short-form video strategy and produced regular content for the new platform.
TikTok turned into much more than a part of the magazine’s larger social media strategy — it gave Outside’s team of gearheads and granolas a much-needed creative outlet during the early days of the COVID-19 pandemic.
✈️☀️🌎🤙🛶🚲🏕🌿
Outside Magazine
✈️☀️🌎🤙🛶🚲🏕🌿 Outside Magazine
Our TikTok Strategy
BTS. Outside believes that the great outdoors — and the publishing industry — should be accessable to everyone. Our videos go behind the scenes at the office and on the trails to show you don’t have to choose between being a gearhead and being ~Extremelly Online~.
(And yes, the gear reviews are as fun as they look.)
Indoor Magazine. COVID-19 put a wrench in a lot of our original TikTok content ideas. To keep everyone safe and maintain social distancing, we pivoted our strategy and repurposed Outside’s video library for social — and got employees to shoot some fun toks from home.
Repromote. Some TikTok trends only make sense within the platform. But for some of the more evergreen videos, we reshared them to Outside’s Twitter and Instagram accounts.
(Thank you WaPo Dave for the shoutout.)