445In the era of explosive short video traffic, TikTok has become an important battleground for brands going global.
However, operating a single account often fails to cover the diverse needs of the global market. Therefore, more and more brands are adopting the TikTok matrix strategy, using multiple accounts to achieve precise reach, traffic fission, and user retention.
Image source: Google
What is the TikTok Matrix?
The TikTok matrix refers to a brand establishing multiple accounts on the TikTok platform to form a synergistic and interconnected operational system. These accounts usually include a main account, regional sub-accounts, and vertical niche accounts.
The main account is responsible for shaping the overall brand image, regional sub-accounts provide localized content for different countries or markets, and vertical niche accounts focus on specific product lines or user interests.
The core advantages of matrix operations are expanding exposure, precise targeting, and risk reduction. By synchronously publishing across multiple accounts, brands can increase the probability of being recommended by the algorithm, while adjusting content strategies for different audiences to avoid traffic restrictions caused by violations or content mismatch on a single account.
Image source: Google
Operational Ideas for the TikTok Matrix
When building a TikTok matrix, brands can adopt the main account + regional sub-account model to achieve a deep integration of globalization and localization.
The main account focuses on general content such as brand storytelling and product showcases, shaping a unified brand image. Regional sub-accounts carry out customized operations based on local language, culture, and user preferences to precisely reach target audiences. Be sure to maintain content differentiation and avoid homogenization between accounts.
In addition, traffic guidance between accounts is also crucial. By mutual @, interactions in the comment section, and duet videos, fans of different accounts can flow between each other, building an internal traffic circulation system, thereby effectively improving overall fan stickiness and enhancing the brand's influence within the TikTok ecosystem.
Image source: Google
3 Successful Brand TikTok Matrix Case Studies
1. Belkin: Global Layout + Local Deep Cultivation
To accurately cover user groups in different countries, the Belkin brand has established a main account @belkin and a matrix of regional sub-accounts on TikTok.
The main account focuses on showcasing application scenarios for the full range of products, has accumulated 185,100 followers, and directly addresses user pain points through real usage scenarios, achieving efficient seeding.
The sub-account for the Vietnamese market, @belkinvnstore, is still in its early stages with only 1,154 followers, but maintains a rhythm of updating product usage videos every 2-3 days, cultivating local user loyalty through consistent updates.
This matrix model of strong exposure from the main account + steady penetration from sub-accounts allows the brand to maintain a unified global tone while achieving precise reach in regional markets.
Image source: TikTok
2. HAN RIVER: Content Differentiation + Internal Traffic Circulation
The HAN RIVER brand has accumulated over 320,000 followers through multiple matrix accounts, building a complete content ecosystem.
Taking three of its accounts as examples, the main account @hanriver.official has accumulated 135,500 followers and focuses on brand building; the niche account @hanriverlifelive has accumulated 93,200 followers and focuses on practical content such as cleaning tutorials; the official store account @hanrivertokoandalanresmi has accumulated 28,000 followers and is mainly used to strengthen promotional conversions.
Through this content layering + account collaboration matrix strategy, the HAN RIVER brand has expanded its exposure, and through differentiated content, the brand has also formed a closed loop of traffic between accounts.
Image source: TikTok
3. realme: Central Kitchen-Style Distribution + Regional Operations
The realme brand has carefully laid out its presence on TikTok, successfully building eight regional official accounts with a total of over 6.52 million followers, creating an efficient content distribution mechanism similar to a "central kitchen" operation model. This sub-account operation strategy can effectively reduce barriers caused by cultural differences and greatly improve traffic utilization efficiency.
Taking the brand's European account @realmeglobal as an example, this account has insight into European and American consumers' high attention to mobile phone battery life and fast charging technology, so its content creation mainly focuses on technical scenario displays.
Its "4-minute fast charging" video precisely hit the pain points of European and American users, and quickly garnered over 12.4 million views upon release.
Image source: TikTok
Conclusion
In summary, it is not difficult to see that if a brand wants to make breakthroughs on TikTok, building a matrix account system is undoubtedly a highly promising strategy. It can help brands maintain a unified brand tone globally, and also achieve precise reach to user groups in different regions through localized operations, maximizing brand influence.
If your brand also wants to break through on TikTok, the matrix strategy is worth a try!
