TikTok Workshop for Postbank
In 2024, Zahara Consult, headed by Vyara Stefcheva, collaborated with SoftUni to deliver a specialized TikTok training program for Postbank. SoftUni, a leading educational organization in Bulgaria, offered essential support and infrastructure to ensure the training's success. The primary aim was to enhance the digital skills of the bank's employees and help them understand the features of the widely-used social media platform TikTok. Vyara Stefcheva, the executive director of Zahara, led the training sessions.
Postbank ranks as the fifth largest bank in Bulgaria by assets and boasts an extensive network of branches along with a substantial customer base comprising individuals, businesses, and institutions. To maintain its competitive edge and leverage new digital communication avenues, the bank opted to invest in training its staff on utilizing TikTok as a marketing and communication tool.
The training was conducted at the SoftUni facility and targeted employees from various departments at Postbank who were eager to enhance their digital capabilities. The course included a theoretical segment, which introduced participants to TikTok and its key functionalities. Attendees explored the platform’s structure, various content types, and its principal features. They analyzed successful TikTok videos from both Bulgarian and international financial brands, focusing on the strategies, outcomes, and trending elements. Additionally, participants learned about storytelling and scripting for videos, supported by examples of effective practices. The training also featured live demonstrations and practical advice on shooting and editing videos.