Content series gives viewers a video to look forward to and a call to action to hit follow. Emma’s series, “Visiting Every Vintage Shop in Milan,” was a hook that drew people in.

The series averaged 700 saves, which, on TikTok, is a signal they’re saving that location to visit later. Once, I was out filming the series, and I ran into a follower who was visiting Milan and decided to go on a “vintage tour” inspired by my videos. If I were to do this for a business now, I’d measure the campaign’s effectiveness with TikTok’s new business tool, which they made in collaboration with Foursquare. This tool can measure store visit lift and “quantify the effectiveness of advertising campaigns at driving people into stores.”

I started the series with approximately 1,000 followers, but your follower account doesn't determine views on TikTok, which is great news for emerging businesses.