Success story: Karmina and the growth of Òmnium Cultural's TikTok 2024-2025

Since 2024, the Karmina agency has been leading the strategy for thee TikTok and vertical video of Òmnium Cultural with a clear objective: to bring the organisation closer to younger, more dynamic and digital audiences. The project has involved a significant change of approach, with a commitment to think of the content first for TikTok and, once validated, adapt it to other channels such as Instagram. This methodological change has allowed us to build a more natural social presence, closer and aligned with current consumer habits.

In these two years, the results have been very significant. The channel has surpassed 3.6 million organic views., has accumulated more than 190,000 likes, 7,500 comments and 12,600 shares, as well as generating more than 5,000 new followers. Beyond the figures, the project has managed to activate conversation, generate community and place culture at the centre of the content consumed by the new generations on social networks.

The working methodology was based on a TikTok-first approach. Instead of reusing institutional pieces, Karmina and Òmnium have developed native formats for short video: street interviews, coverage of cultural events, gastronomic pieces, conversations with creators and micro-debates on language, culture and society. Each format has been tested, optimised and scaled according to audience response, working with metrics such as retention, interaction and sharing.

The project has been implemented with the support of Guillem Tàrres, a leading content creator in Catalonia and in the Catalan language, who has been one of the visible faces of the videos. Through his presence and a close and natural tone, dozens of pieces have been recorded with anonymous people in the street, at events and cultural activities, as well as with relevant figures in the field of culture, gastronomy, music and Catalan society. This approach has made it possible to combine spontaneity and notoriety, generating authentic content with the capacity to make a real connection with the audience.

The strategy has also incorporated an agile and flexible production, with recordings in different contexts and editing designed to maximise impact in the first few seconds. The content that has worked best on TikTok has subsequently been adapted to Instagram and other channels, maintaining the essence of the format but adjusting the rhythm and narrative. This logic of testing on TikTok and subsequent multi-channel expansion has allowed us to build a coherent and efficient video ecosystem.

The project demonstrates that culture can be relevant and viral on social networks without losing depth or meaning. The contents have addressed issues such as language, music, gastronomy, history and traditions from a close and participatory tone, generating conversation and strengthening the link between Òmnium Cultural and new audiences.

This case is one of Karmina's many successes in the field of content and social video strategy. During 2026 we will continue to work with Òmnium Cultural on new ideas, formats and videos to continue to grow the community and consolidate its presence on platforms such as TikTok and Instagram.

AUTHOR

Karmina Team

We are a group of experts committed to helping brands grow through effective digital strategies. With a clear vision and a collaborative approach we offer customised solutions that respond to the specific needs of each client.

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