The Challenge
When TMD Marketing resumed management of UT Kilts’ social media presence in mid 2025, engagement had plateaued and organic performance was minimal. The brand’s visibility relied heavily on paid campaigns with limited traction from non follower audiences and underperforming TikTok content. The goal was clear, rebuild engagement organically, reduce ad dependency, and reignite community interest around the brand.
The Strategy
TMD developed a creative content strategy focused on short form video storytelling, educational Reels, and authentic personality driven posts featuring the brand’s founder. Each piece of content was designed with improved hooks, dynamic editing, and platform specific optimization to capture audience attention quickly and retain viewers longer.
On TikTok, the team refined the brand’s style to emphasize humor, motion, and visual pacing, resulting in far greater viewer retention and reach beyond followers.
Results
Facebook and Instagram
When comparing June to October 2025 (after TMD re engagement) to January to May 2025, performance surged across every key metric:
- Total Views: ▲ 0.5%
- Reach: ▲ 134.9%
- 3 Second Views: ▲ 385.8%
- 1 Minute Views: ▲ 50%
- Content Interactions: ▲ 56.4%
Even more impressively, organic views increased by 213.5% while ad driven views decreased by 28%, proving that stronger creative and smarter strategy can outperform paid impressions.
The best performing Reel reached over 20,000 views with only 8,000 followers, and 91% of those views came from non followers, showcasing strong viral potential and effective reach expansion.
Overall, the improved organic strategy reduced paid dependency while maintaining and even increasing total views, resulting in higher ROI and stronger brand visibility.
TikTok
Before TMD took over, the brand’s early posts averaged fewer than 150 views each. By contrast, the most recent 10 videos averaged over 1,400 views, nearly a tenfold improvement.
Follower growth also accelerated, increasing nearly 800% from 30 to 230 followers in just three months. The top performing TikTok surpassed 5,000 views and 150 likes, showing that the refreshed creative direction resonated strongly with audiences.
The Takeaway
UT Kilts’ success demonstrates how a strategic blend of creative video production, audience insight, and consistent posting can transform a brand’s social media presence. By focusing on shareable, authentic, and value driven content, TMD Marketing helped UT Kilts achieve sustained growth, reduce ad dependency, and build a thriving community organically.