How Nationwide is navigating the short-form video boom

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In light of the short-form video boom ushered by TikTok, Nationwide is investing in its online video strategy, testing TikTok competitor YouTube Shorts and hiring influencers to help keep up a steady stream of content.

“That’s been our big shift [last] year,” said Kristi Daraban, assistant vice president of social media at the insurer. “[We’re] really honing in on how we can make more video content and have a lot more interactive experiences.”

Last year, Nationwide launched its official presence on TikTok, racking up more than 20,000 followers and 1.2 million likes, namely by using educational content and TikTok trends. More recently, Nationwide launched a TikTok jingle challenge after the brand jingle went viral after social media darling Zaya Campbell, daughter of gospel singer Erica Campbell, went viral for her own rendition of the jingle. And the brand is beginning to experiment with other channels, including infrequent posts on YouTube to see how content performs, per Daraban.

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The original post is at Marketing Archives – Digiday

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