After a strong debut in 2023, The Ritz-Carlton looked to continue its TikTok success in 2024 with content franchises that would strengthen its following on the platform.
By embracing a strategy of:
The Ritz-Carlton launched its newest TikTok content franchise— The Art of Series. Focusing on what The Ritz-Carlton does best—its craft and service—The Art of Series videos present a collection of focused, longer-form moments of artistry at our hotels around the world, each capturing skillful expertise that leaves guests better than they arrived.
How do we create a video moment of Ritz-Carlton craftsmanship and skill through a TikTok lens?
Knowing users of TikTok love ASMR and the satisfaction of watching something from beginning to end, we focused on slower editing, longer video lengths, and sound design favoring naturalistic effects or minimalist music.
Though often shot on smartphone, our settings, activities, and artisans were never less than the best of the best:
Avoiding gimmicks or using trends as a crutch, these videos would succeed purely on the joy of watching an expert craft a perfect experience – and succeed they did.
For the six videos featured so far, The Art of Series has generated:
A significant portion of these stats come from organic views and engagements — an example of on-brand, platform-first hospitality content breaking through the noise.
Top performing The Art of Series posts also had high Video Completion Rates between 15-20%, showing the desire of our audience to take the time relish the artistry and expertise on offer at The Ritz-Carlton.
Additionally, new followers gained from The Art of Series drove a doubling of The Ritz-Carlton's TikTok follower count in 2024, further reflecting the traction gained through its best-in-class TikTok content.
The Art of Series has been a perfect example of using video to execute a successful TikTok strategy — showing skills, service, and experiences that can only be found through the Ritz-Carlton, framed in a format that deeply resonates with our target audiences on TikTok.
With endless possibilities for more crafted moments to be captured at its hotels and resorts around the world, The Art of Series will continue to be a crucial content franchise for The Ritz-Carlton on TikTok.
