Tiktok Expert

About bina

bina is an online school for ages 4–15, building a category-defining learning experience for families that want more than what traditional or other online schools offer. We're a small, fast-moving team, currently scaling enrollment ahead of our peak intake season (Aug–Sep 2026). The next 3–4 months are when the year is made.

Mission
???? This is a reach + lead-generation role, not a follower-count role. TikTok's job for bina is to get in front of parents who don't know us yet and drive them to lead capture (bio link, DM automation). Reach without lead capture is vanity for bina. If a video can't be tied to either discovery of the right parent or a path to a lead, it's not worth making.

Context

- Parents are the audience, not kids. We sell through parents — they're the decision-makers. Kids' content competes with Moonbug-scale brands and doesn't convert. Every video is made for a parent making a schooling decision. Content for kids: We’ll explore that later after we solve the parent egagement.
- bina is "faceless" to kids — TikTok content relies on parent-facing talent, teachers on camera (with consent), voiceover + B-roll (hands, art, screens, projects), text-overlay opinion videos with trending audio, and screen recordings of the learning platform.
- TikTok's algorithm is discovery-first (FYP), not follower-first. A small account can reach a huge audience if the hook + format works — which is exactly the opening for a small team. Reach is earned per-video, not banked in a follower count.
- bina has a TikTok account but it's underused — no systematic content engine, no lead capture from the channel. Greenfield.
- Cross-posting relationship: most TikTok content can be repurposed as IG Reels + YouTube Shorts. The Community & Social Media Specialist role handles daily cross-posting; **you own TikTok-specific strategy and optimization** — hooks, trends, sounds, format, retention — not the cross-platform posting logistics.
- We've already mapped 17 verified TikTok creators in bina's influencer target map (selected for cultural fit to our parent personas, not raw follower count) — a lever for seeding and collaboration if you want it.

Deliverables

- Build the system that finds winning TikTok formats for parent-targeted education content — trend monitoring, outlier analysis, the hook patterns that survive the FYP for our ICP.
- Build the content engine: TikTok-native formats for a faceless brand — text-overlay opinion with trending audio, voiceover + B-roll, teacher-on-camera, screen recordings, trending-sound adaptations. Sustainable cadence, not heroic bursts.
- Build the hook + retention playbook. TikTok lives or dies on the first 2 seconds and watch-through rate. Document the patterns that work for parents making a schooling decision, so the team can reuse them.
- Build the lead-capture bridge. Bio link optimization, DM automation triggers, comment-to-DM flows that turn reach into Close leads. Coordinate with the Automation Specialist + Community & Social Media Specialist on the plumbing.
- Build the trend-response system: how fast we can turn a trending sound or format into on-brand bina content without losing our voice or our compliance footing.
- Lock the cross-posting strategy with the Community & Social Media Specialist (TikTok ? IG Reels ? YouTube Shorts) and the Video Editor (production direction).
- Source attribution: every bio link / CTA tagged via dub.co for clean Close attribution. Coordinate with the Tracking specialist.
- Optionally activate the 17 mapped TikTok creators for seeding / collaboration where it accelerates reach.
- And related tasks.

Must-have proof (be ready to share)

A B2C TikTok account you've grown with measurable reach + lead generation (NOT vanity follower count), ideally from a small or faceless starting point. Send the handle, the reach numbers, and the lead-gen path (bio link clicks, DM conversions, sign-ups).