781On TikTok, the era of fighting alone is over.
Now, the brands that are doing well are all using the "matrix tactic," operating a group of accounts in coordination, driving traffic to each other, sharing risks, and even making a new account go viral within a month. But many people mess up as soon as they start: either all their accounts get limited in reach, or their content conflicts with each other, and in the end, they don't make any money and get a bunch of accounts banned.
Today, let's use the strategies of three real brands to break down the core logic of the matrix approach.
Image source: Google
Precise Positioning: Give Each Account Its Own "Exclusive Track"
The first step in building a matrix is to give each account a clear, differentiated positioning, like building blocks where each piece has its own place. Some accounts are responsible for brand image, some focus on product sales conversion, and some target users in specific regions. This way, you can cover more scenarios without making fans feel confused.
Case Study: Consumer Electronics Accessories Brand Belkin
The main account of consumer electronics accessories brand Belkin, @belkin, focuses on showcasing the full range of products in real-life scenarios. For example, a viral video with 1.8 million views was shot in a car, showing how a wireless power bank can both charge and serve as a stand, making the "convenience" selling point feel down-to-earth. The sub-account @belkinvnstore, on the other hand, focuses on the Vietnamese market. Although it only has 1,366 followers, it posts videos every two or three days showing local people using Belkin products in their daily lives, precisely penetrating the regional user base. This "global + regional" positioning allows the brand to maintain an overall tone while deeply tapping into niche markets.
Image source: TikTok
Content Coordination: Use "Big Accounts to Boost Small Accounts" and Accelerate the Traffic Snowball
Matrix accounts can't each do their own thing; they need to learn to "build ladders" for each other. Once one account finds a successful model, immediately replicate it across multiple accounts, and then use @mentions, comment section traffic redirection, and content collaboration to drive traffic to each other, making the traffic snowball bigger and bigger.
Case Study: Maternal and Infant Brand Makuku
Makuku's matrix coordination is a typical example. The main account @makukuindonesia.official attracted 1.1 million followers with family sitcoms and product reviews, averaging 2.1 million views per video. After building brand trust, the dedicated live-streaming sales account @makukuoffcialstore.id took over the traffic. The main account often guides viewers in videos: "Want to see more deals? Go to the live room and wait." After 453 live streams, the average audience per session was over 9,000, directly generating nearly $500,000 in sales. This "content seeding + live conversion" cooperation makes traffic run more efficiently.
Image source: TikTok
Traffic Networking: Multiple Accounts Form an "Internal Cycle" for More Stable Monetization
The ultimate goal of the matrix is to weave traffic into a net, allowing fans to circulate among different accounts and eventually reach the monetization stage. Whether it's the main account boosting smaller ones or different functional accounts driving traffic to each other, the core is to keep traffic circulating within the system, rather than leaking out.
Case Study: Shenzhen Smart Home Appliance Brand HANRIVER
Shenzhen smart home appliance brand HANRIVER has three accounts: @hanriver.official, @hanriverlifelive, and @hanrivertokoandalanresmi, which are responsible for brand display, lifestyle content, and the official store, respectively. When the main account posts a new product video, the lifestyle account simultaneously posts a usage tutorial, and the store account follows up with promotional information. From getting to know the product, to learning how to use it, to placing an order, the entire path can be completed within the matrix. Now, the three accounts have accumulated 320,000 followers, forming a stable "content - trust - conversion" closed loop.
Image source: TikTok
Final Words
In fact, building a TikTok matrix is essentially about "replication + coordination."
First, refine a workable account template, then mass-produce differentiated accounts, and finally let them leverage each other. Just like Belkin, Makuku, and HANRIVER, the goal is not for every account to go viral, but to achieve more stable traffic and monetization through overall collaboration.
Remember, the essence of the matrix is not the number of accounts, but that each account is exerting its strength in the right place.
