Executive Summary
Evertrak, the composite railroad tie industry leader currently transforming modern railway infrastructure, faced the unique challenge of establishing a presence on TikTok—a platform traditionally dominated by consumer content and younger demographics. As a B2B company in the railroad industry, Evertrak needed to reach an audience that was both traditionally non-digital and operating in a highly specialized sector.
Zen Media was tasked with proving industrial companies could not only survive but thrive on TikTok by developing a content strategy that would resonate with both the platform’s algorithm and the railroad industry’s key stakeholders.
Results
Content Performance
- 46K post views (+463.4% increase)
- 341 profile views (+212.8% increase)
- 1,785 Likes (+581.3% increase)
- 198 Comments (+1,700% increase)
Audience Growth
- 35K total viewers (+109.8% increase)
- 33K new viewers (+490.1% increase)
- 69 net followers gained (+392.9% growth)
Algorithm Optimization
- 93.4% increase in For You Page traffic
- Improved search visibility for “railroad ties for sale”
- 94% male demographic alignment with target industry
Challenge: The State of the Industry
The railroad industry presents distinct marketing obstacles: decision-makers who typically engage through trade publications and industry events, lengthy procurement cycles, and technical products that require substantial education. Beyond that, TikTok’s algorithm and audience expectations seemed fundamentally misaligned with industrial B2B content, creating the obstacle of making railroad innovation engaging and discoverable on a consumer-focused platform.
How Zen Media Transformed Evertrak’s Digital Presence
Zen Media approached TikTok not as a traditional B2B marketing channel, but as an opportunity to humanize Evertrak’s transformative story. We positioned composite railroad ties as a disruptive technology, appealing to both industry professionals and TikTok’s broader audience interested in industrial content.
30-Day Warm-Up Phase
Our strategy began with a critical 30-day warm-up period designed to establish Evertrak’s presence and train TikTok’s algorithm to understand our content category. During this phase, we focused on consistent posting, engagement building, and content optimization based on real-time performance data.
Content Innovation Strategy
We developed content that balanced educational value with TikTok’s entertainment expectations:
- Behind-the-scenes manufacturing content showcasing the composite tie production process
- Comparative demonstrations highlighting the advantages of composite versus traditional wooden ties
- Industry education posts explaining railroad infrastructure challenges and solutions
- Transformative storytelling positioning Evertrak as a disruptive force in traditional railroad practices
For You Page Optimization
Our content strategy specifically targeted TikTok’s For You Page algorithm through strategic use of trending sounds, optimal posting times, and engagement-driving content formats. We leveraged TikTok’s recommendation system to reach audiences interested in industrial innovation, engineering content, and infrastructure topics.
Community Engagement Tactics
We implemented aggressive engagement strategies, responding to comments, participating in relevant conversations, and creating content that encouraged user interaction. This approach was designed to signal to TikTok’s algorithm that Evertrak’s content was valuable and worth promoting to broader audiences.
Measurable Impact
Our strategic approach delivered remarkable results across all key performance indicators. After the 30-day warm-up phase, Evertrak experienced explosive growth over the subsequent 60-day period.
Content performance exceeded all expectations, with post views reaching 46K—a 463.4% increase from baseline. Profile views surged to 341, representing a 212.8% increase, demonstrating TikTok users were actively seeking more information about Evertrak’s offerings.
Engagement metrics showed exceptional audience connection, with likes increasing to 1,785—a remarkable 581.3% growth. Most impressively, comments reached 198, representing a 1,700% increase, indicating Evertrak’s content was not only being viewed but actively engaging TikTok’s community in meaningful conversations about railroad innovation.
Audience development results validated our strategy, with total viewers growing to 35K (109.8% increase) and new viewers reaching 33K (490.1% increase). The platform delivered 69 net new followers, representing 392.9% growth, building a dedicated community interested in Evertrak’s technology and industry insights.
Algorithm optimization proved highly successful, with 93.4% of traffic coming from TikTok’s For You Page, demonstrating our content strategy effectively leveraged the platform’s recommendation system. The remaining traffic came from search (3.5%) and profile visits (2.9%), showing strong performance across all discovery methods.
Audience demographics aligned perfectly with industry targets, with 94% male viewership matching the railroad industry’s professional composition. This precision targeting validated our ability to reach decision-makers and influencers within the railroad sector through TikTok’s consumer platform.
Our success with Evertrak demonstrates B2B companies cannot simply repurpose existing content for new platforms. The 30-day warm-up phase was crucial for understanding TikTok’s unique algorithm and audience expectations, allowing us to develop content that felt native to the platform while maintaining industrial relevance. The campaign also created a replicable framework for other industrial companies seeking to expand their digital presence beyond traditional B2B channels.
