Keaton Henson

In 2023 we were approached by [PIAS] Recordings to act as consultants for indie musician Keaton Henson’s album launch ‘House Party’. We were briefed to grow awareness of Keaton as a musician, consult on campaign strategy and assist with content creation and publication on Keaton’s TikTok profile.

Be A Bear is audience obsessed. When we’re asked to understand a new audience, it’s a real joy for us to find out what makes them tick. Our insight into this particular social channel enabled us to provide insightful consultancy on content formats, tone of voice, scheduling times and how to build a long-lasting community.

We developed a six point strategy to meet these goals. We began by researching into Keaton’s audience, finding a heavily female demographic in their late 20’s who were mostly based in the UK. By researching popular trends amongst this demographic, we were able to create content that went beyond Keaton’s music, and created a genuine relationship with his audience.

Our suggestion to incorporate poetry style videos on his TikTok account resulted not only in high view counts, but genuine engagement with his community. We were delighted to see such passionate and kind comments, that ultimately increased follower numbers and exposed Keaton’s account to new audiences.

Our understanding of video content is proven time and time again, not only via our YouTube team but also through our management of organic social when it comes to TikTok. We consulted on videos for Keaton’s account, encouraging publication of videos that felt more raw in style. We know that TikTok’s algorithm rejects ‘polished’ videos, and prioritises ‘authentic’ content.

Not only did this drive positive results, but it resulted in an increase in comments. Keaton’s audience loved content that showed his authentic persona, which began the transformation of audience members into loyal ambassadors of Keaton’s brand.

In the 6 months we consulted on Keaton’s TikTok account, Be A Bear…

91.8% increase in video views
50.7% increase in profile views
141.7% increase in likes
67.8% increase in comments
205.2% increase in shares
9% increase in followers
80.9% increase in unique followers
4% increase in daily engagement
7.2% increase in engagement rate per post