From small businesses to global enterprises, Semrush is the go-to platform for managing online visibility and accelerating digital growth. Semrush enables businesses globally to run search engine optimisation, pay-per-click, content, social media and competitive research campaigns and get measurable results from online marketing.
The aim of the Semrush TikTok account is simple: to entertain marketers. Semrush partnered with Nonsensical to create content that’s painfully relatable to digital marketers, tapping into their biggest fears, frustrations, and everyday challenges. The goal was for digital marketers to watch and immediately think, “that’s so me.”
Nonsensical kicked off a 90-day sprint in January 2024, producing unique content designed specifically for those working in digital marketing. This initial phase gave us valuable insight into what truly resonated with our audience – and it worked. Off the back of that success, Nonsensical worked with Semrush to develop a refined content strategy that generated over 1 million views within just 30 days of implementation.
The new strategy focused on amplifying the most successful element of the sprint: the new star called ‘Chris.’ Chris is every tired, overworked marketer rolled into one and has become the face of the Semrush TikTok account. He’s now a recognisable figure in the digital marketing space – even getting noticed at industry events, which highlights the offline impact of our content.
By building Chris into a TikTok ‘celebrity,’ this has strengthened brand recognition both on and off the platform. Using the first 90 days to identify what resonated most with the audience, Semrush has since gone on to achieve:
📈 62,000+ followers
🎥 22 million+ organic video views
❤️ 1 million+ engagements