With more than six months still remaining in the year, Go RVing has nearly met its 2023 goal of having 50,000 followers on TikTok. The social media tool for uploading and watching short videos is particularly popular with Gen Z’ers, but is increasingly making inroads with users of all ages.
As of May 18, Go RVing’s webpage on TikTok, Go Rving – TikTok, had about 49,300 followers. At the start of 2023, the Go RVing campaign set a goal of having 50,000 followers by the end of the year, according to Jenna Tomovich, strategic content manager at Go RVing.
“Our goal by the end of the year was 50,000 followers, so we’re only halfway to the end of the year, and we’ve already almost hit our goal,” she said. In another positive development, Go RVing videos posted to TikTok have generated more than 105,000 likes since the campaign first began posting videos to the website in the summer of 2021.
“So, it really has become one of our major channels,” Tomovich said.
Go RVing currently has about 100 videos posted on its TikTok website, including instructional videos from Mike Caudill and RV cooking tips from Janine Pettit with Girl Camper, both Go RVing brand ambassadors. Among the many other videos posted are ones offering tips for RVing with pets and RV teleworking mobile office setups.
Tomovich said her goal is to post about one video a week on Go RVing’s TikTok web page.
She said the videos that Go RVing posts to TikTok are generally much shorter than videos posted to any of its other social media channels, as TikTok built its reputation around short, engaging video clips lasting between 30 seconds and three minutes.
Some of Go RVing’s short videos on TikTok were specifically created for the social media platform by the campaign’s content creators. In other cases, the creators took existing videos that were posted to Facebook or Instagram, and which ran upwards of 10 minutes or more, and condensed the videos to about 3 minutes to make them more in line with what TikTok users expect on the website, according to Tomovich.
Tomovich said there is a common misperception that TikTok is strictly the domain of young people.
“When most people think of TikTok, they think of Gen. Z — that it’s all people under the age of 25. And while there are a lot of Gen Z’ers on TikTok, there are also a lot of people between the ages of 25 to 50 — and that’s a huge part of our market,” she said. “This year one of our major targets was families, so people ages 25 to 49 are a huge target for us.”
Go RVing has had good success in reaching that targeted market, Tomovich added, noting that 86 percent of the followers on Go RVing’s TikTok site during the past 12 weeks were between the ages of 25 and 54. In contrast, only about 2 percent of its followers during that same period were between the ages of 18 to 24, representing the Gen Z generation.
Karen Redfern, senior vice present of Go RVing, said some of the traffic Go RVing receives on its TikTok page comes from users specifically seeking out Go RVing content. In other cases, users might be directed to Go RVing’s TikTok page after seeking out information related to terms such as “travel,” she said, adding that the campaign benefits from both users who seek out Go RVing’s video content on TikTok and paid advertisements which promote its videos.
Tomovich said upcoming content planned for Go RVing’s TikTok account includes a video to coincide with Go RVing Day, which is scheduled for June 10th, and a video series from Jeremy Puglisi, of The RV Atlas website, entitled “Six Things I Love About My RV.”
Now more than ever, Tomovich said, it’s important that Go RVing makes use of all the social media tools at its disposal to help promote the RV industry and the RV lifestyle.
“TikTok, Instagram, Facebook and other social media are not going anywhere,” she said, “so it’s important for us to keep up with the trends and with what people are looking for when they are searching for RV content online.”