Audioteka: how to become the biggest TikTok account in the industry

Founded in 2008, the company became a pioneer in the audiobook industry in Poland, and its app was one of the first in Europe to be factory-installed in new cars with internet access. In 2023, Audioteka joined Wirtualna Polska Holding, expanding its offer to over 32,000 titles, including blockbuster productions created in collaboration with renowned directors and popular Polish actors.

• No presence on TikTok. Audioteka had not previously run any activities on TikTok, which meant it had to build brand recognition from scratch and develop a communication strategy dedicated to the platform.
• Reaching a younger audience. Audioteka's existing target audience consisted mainly of older users. The challenge was to engage a younger audience, which dominates TikTok and has different expectations when it comes to content.
• Creating content that fits the nature of TikTok. It was necessary to develop a content strategy that would suit the dynamic format and communication style characteristic of TikTok, while at the same time effectively promoting the brand's offer.

• Building a presence on TikTok. The first step was to set up Audioteka's official TikTok account, allowing direct communication with, and engagement of, a younger audience where they are most active.
• Creating content suited to the platform. Organic videos designed with TikTok's specifics in mind: dynamic, light, and in line with current trends.
• Creative video ideas. Beyond production, unique, engaging ideas closely tied to TikTok trends, which made the content authentic and consistent with what appears on the platform.
• Ad campaigns aimed at a younger audience. The paid social team ran ad campaigns using creatives developed in collaboration with the creative department. The goal was not only brand recognition but also specific results, such as app installs.
• Varied video formats and communication goals. Some of the materials focused on conversions (mainly app installs), while others served to increase engagement through comments and growth in the number of followers.

Audioteka became the TikTok leader in its industry. The brand overtook all of its main competitors on the platform.

• Audioteka's TikTok account gained over 38.9k followers within 12 months, and the number keeps growing month after month. Starting completely from scratch, it overtook its biggest competitors in terms of follower count.
• Since the beginning of 2023, the focus was on content with a strong hook. All the videos created by the team surpassed a combined 7 million views.
• The greatest engagement came in materials where followers were invited to join in the fun, for example guessing audiobook titles. The videos were filmed handheld, meant to feel casual and natural.

High-engagement examples

• Example 1. A viral title ("The Monet Family") combined with the popular guessing-game format: 1.1 million views and 1,379 comments, and a growth of 2,733 followers.
• Example 2. A humorous interpretation of an Audioteka title, "Wypiór" (a couple in crisis, accompanied by Adam Mickiewicz as a vampire): 233 users saved the video for later and 572 shared it with friends; it brought the second-largest increase in followers, 2,789 people.
• Example 3. "Słyszę głosy" ("I Hear Voices") attracted the attention of 5,461 new followers, the largest follower growth achieved from a single video on this account.

The collaboration not only bridged the generational gap in the brand's marketing strategy, but also elevated it to the position of TikTok leader. The team continued to advise the Audioteka team on their creative approach and platform presence.