BET
Repositioned BET’s social presence to better engage Millennial and Gen Z audiences through platform-native, entertainment-driven content across TikTok and Instagram.
Category
Media
Year
Social Repositioning
Timeline
9 Months
Platform
The Challenge
BET is a culturally established television brand, but its social presence needed to better resonate with Millennial and Gen Z audiences. As attention shifted to TikTok and Instagram, the objective was to evolve from a TV-first identity to a social-first engagement strategy, meeting audiences where they were most active across TikTok and Instagram
Our Strategy
We implemented an organic-first content approach centred on:
• Platform-native short-form formats tailored for TikTok and Instagram
• Entertainment-driven content adapted for mobile consumption
• Cultural timing aligned with major brand moments, including the BET Awards
• Conversational formats designed to increase audience interaction
By launching targeted content during the BET Awards, we leveraged peak audience attention to drive visibility and engagement.
No paid amplification was used, performance was driven entirely through organic reach.
The Results
• 5M+ total organic views across TikTok and Instagram
• 20% average engagement rate over 9 months
• 10% follower growth driven organically
• Sustained visibility during key cultural moments, including the BET Awards
Through platform-native content and culturally timed execution, BET strengthened its relevance among Millennial and Gen Z audiences without paid media support.
