Zoplo's Multi-Account TikTok Strategy: 40M+ Views Through Sequential Testing
Zoplo is a social polling app that lets users create, vote, and engage in debates. They've built an impressive TikTok presence with over 40 million views across their network of accounts. Their approach offers valuable lessons for brands looking to crack their social distribution strategy.
The Numbers
40M+ total views across their TikTok network
12+ dedicated accounts, each testing different formats
Consistent posting cadence (At least 1 slideshow posted per day)
Their Multi-Account Testing Strategy
Zoplo runs multiple accounts and they've developed a systematic approach to testing content formats:
Their founder, Tom Cullen, explains the importance of creating multiple accounts for organic content, saying:
"People often fall into the trap of posting on multiple platforms with multiple accounts at the SAME time. This creates issues, mainly with attribution on where your users are coming from.”
Instead of launching everything simultaneously, Zoplo tests different niches and accounts sequentially, allowing them to clearly measure conversion rates from their organic content.
Three Content Formats That Drove Results
1. "Ick or Stick" Slideshows
Their main account (@zoplohalloffame) generated 36M views using a simple, repeatable format:
Cover image with consistent background + "Ick or Stick?" hook
Series of slides showing polls about relationship traits
Direct CTA to download the app
This format has consistently performed well, with their top slideshows reaching 5.6M views. It seems the account is evolving and trying out other polling-based hooks with the exact same format, for example: Bad Boyfriend vs. Needy Girlfriend.
2. Street Interviews
Their @zoplo.tier.zoo account exploded with over 3.8M views by doing street interviews. Here, they were asking random people what animals they could beat in a fight, and added a CTA encouraging viewers to vote on Zoplo.
Tom shares his formula:
"It takes about 2 hours to get 15-20 interviews if you're productive and ask everyone. Then about 30 minutes editing per video."
3. Niche-Specific Accounts
Zoplo maintains specialized accounts for different interest areas, for example:
@Zoplo.debates for controversial topics
They're also running dedicated accounts for football, fashion, and other categories
Why Their Approach Works
The genius of Zoplo's strategy is in their methodical, test-and-scale approach:
Sequential testing: By launching accounts one after another, they can accurately attribute growth and conversions.
Format consistency: When they find something that works, they double down. "When you find something that works, pump out content. Same format, same concept, change it up slightly every 10-15 videos"
Focus on completion metrics: "Your most important metrics are the percentage that watch the entire video and average percentage watched. Obsess over these metrics."
Content efficiency: They've mastered creating high-volume content with minimal resources. Their slideshow format remains low-budget while driving high engagement.
And with all that said, one last thing is worth mentioning: Zoplo’s content is genuinely entertaining, and I can’t stress the importance of that enough, especially on TikTok.
For brands looking to crack their TikTok strategy, Zoplo's approach demonstrates that you don't need to reinvent the wheel for each post. Instead, find formats that resonate with your audience, test them systematically, and scale what works through consistent execution.
