Offerta
Overview
Launched Offerta’s organic TikTok presence to identify scalable video formats, teach the internal team TikTok dynamics, and deliver measurable engagement (44k views, 450 interactions) that justified continued investment.
Context
Offerta is Sweden’s biggest marketplace for buyers & sellers of services. They offer a wide range of services, spanning construction, home services, and professional services. Previously they primarily worked with paid advertisements in Google and Meta. They wanted to try TikTok to reach out organically and build engagement, boosting other marketing efforts.
Constraints
The internal team has extensive experience in paid advertisements across platforms but limited knowledge of organic TikTok. The marketing team is occupied with current marketing efforts and there is low bandwidth to experiment with time intensive efforts like organic video content creation, strategy and planning.
My role
I had end-to-end responsibility for launching Offerta’s organic TikTok presence, covering strategy, content creation, publishing, performance tracking, and iteration.
Goals
Primary goal
Validate TikTok as a viable organic marketing channel by generating meaningful engagement
Secondary goals
Identify scalable video formats and creative direction for continued use
Develop internal understanding of TikTok’s organic dynamics and content performance drivers
Tracked KPIs
Video views
Engagement metrics (likes, comments, shares, profile visits)
Format-level performance to inform future content strategy
Strategy
Tested content formats to identify what resonated and had the potential to scale
Focused on the B2C side of Offerta’s marketplace as a lower-barrier entry point for organic growth on TikTok
Prioritized entertaining, brand-adjacent content to drive engagement while maintaining clear brand relevance
Evaluated performance at the format level to develop a repeatable, long-term content strategy Offerta could build on
Actions
Produced 3 videos/week
Owned content creation: ideation, scripting, filming, editing, publishing, and optimization
Set up a content calendar, approval process, file management and scheduling for an efficient workflow with Metricool, ClickUp and Google Workspace
Iterated continuously based on watch time and engagement rate
Created a basic social media crisis management strategy
Delivered performance reports and held strategy meetings weekly to translate results into actionable advice for future content
Outcome
15 videos published
44,000 organic video views
450 total interactions
An internal blueprint for future formats and the team’s strategy
The results validated TikTok as a viable organic growth channel, giving Offerta a clear signal to continue investing beyond paid advertisements. The project demonstrated that a lean organic content function could be launched quickly. It provided Offerta with a clear starting point for future content creation, grounded in validated learnings around hooks, formats, and engagement drivers.
