Herizon
+6,700%
follower growth on TikTok in 3 months
Herizon is a Finnish non-profit organization that helps international professionals and immigrant women secure jobs in technology and business in Finland and the Nordics. Operating as a "software-driven non-profit," they connect professionals with companies through, internships, and mentoring while focusing on diversifying the tech sector.
The Challenge
Herizon needed brand awareness and community sign-ups at join.herizon.io
- TikTok: 30 followers, zero posts, 401 likes - essentially a blank account
- No in-house social media function - strategy, production, and reporting all had to be owned externally
- Wanted online visibility, virality, and an audience pipeline into the platform — not vanity metrics
Meridian’s Approach
Strategic Foundation
We built Herizon's social presence on three content pillars mapped to distinct audience needs:
- Poke the System: satirical skits critiquing Finland's job market barriers (TE-toimisto, hidden job market, job fair absurdities)
- Immigrant Reality: relatable POV content about life and work as an international in Finland
- Herizon Fam: community wins, events, and platform value
Content Production
Over three months, we:
- Produced a 36-continuous pipeline of POV skits, reply videos, two-person dialogue skits, carousels, storytime, and mockumentary content: all shot, edited, captioned, and scheduled in-house by Meridian
- Introduced Viivi as Herizon's on-screen voice
- Launched the Vibe Coder skits and Poke the System sub-series on Instagram
- Built the Job Fair Bingo and TE-toimisto struggles content clusters that carried TikTok through months 2 and 3
Meridian’s Results
Meridian’s Results
+6,700%
follower growth on TikTok in 3 months
In just three months, Herizon went from a dormant 30-follower TikTok to a 6,700%+ follower growth curve and a consistent pipeline of non-follower reach, driving traffic to join.herizon.io.
Content & Virality
- "Coding can get personal": 225 new TikTok followers in a single post (highest single-post gain)
- Welding coverall reply video: 128K views; proof that reply-format content unlocks algorithmic reach
- Top TikTok video hit 10.9% engagement rate: nearly 3× the platform benchmark of 3–5%
- Shares grew 118.8% to 4,343: the strongest virality signal on TikTok since each share acts as an implicit endorsement into a new social circle
Instagram Performance
- Follower growth: 18% (Month 1) → 72% (Month 2) → 59.2% (Month 3)
- Accounts reached: +5,035% in Month 1, then +312.8% in Month 3
- Views: 40k → 191k (+367% in Month 3 alone)
- Non-follower reach share: 81.3% → 82.1% → 92.2% : content consistently breaks out of the existing audience
- External link taps: 24 → 60 → 212 (+278.6% in Month 3) : direct traffic to join.herizon.io
- Audience quality: 81.5% of followers in the 25–44 career-transition bracket; gender split rebalanced from 65.8% women to a near 50/50 : signalling broader resonance
- Top drivers: Vibe coding content drove 77% of Month 1's follower growth; job fair, TE-toimisto, and Talent Matcher content drove Month 3
TikTok Performance
- Followers: 2K in 90 days (a >6,700% increase from a zero-post account)
- Month 1: 30 → 456 (+1,420%)
- Month 2: 456 → 1,6K (+242%): crossed the 1,000-follower threshold, unlocking the bio link
- Month 3: +30.7% on a now-much-larger base
- Likes: 401 → 13.1K by end of Month 1
- Monthly views: 320K (Month 2) → 382K (Month 3, +25.7%)
- For You Page traffic share: 95.9%: almost all growth is algorithm-driven, not paid or existing-audience-dependent
- Finnish audience share climbed to 53.0% (up from 33.6%): Helsinki alone accounts for 42.4%, hitting Herizon's exact target geography
Business Impact
- Activated the TikTok bio link in Month 2 by crossing 1K followers: every profile visit now has a direct path to join.herizon.io
- 212 monthly external link taps on Instagram by Month 3 (from 24 at the start): a real, measurable pipeline of platform visits
- Audience composition matches Herizon's ICP: 81.5% aged 25–44, Finland-concentrated, Helsinki-dominant: these are career-changers, not casual scrollers
- Content-to-platform fit proven: the winning formula : empathetic pain point + direct solution + Herizon positioning : is now a repeatable template for scale
- Grew Herizon’s community member and awareness, which is easily seen from their sign-up forms. People are recognizing Herizon from social media.
From a dormant account with 30 followers to a multi-platform presence pulling 190K+ monthly Instagram views and 382K+ monthly TikTok views: all organic, all on-brand, all pointing to join.herizon.io.
Drop us a line...
Our team’s all ears (and ideas).
If you have a company or project you'd like to get some marketing help for, we've got you covered.Let us know who you are and what your context is — we'll get back to you within 48 hours.
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