The Challenge: Making Railroad Infrastructure Cool
As the category leader in sustainable railroad infrastructure, we recognized a critical opportunity: the next generation of railroad engineers, infrastructure planners, and sustainability-focused professionals are forming their industry perspectives right now—but they’re doing it on TikTok.
Gen Z brings different expectations about sustainability and infrastructure transformation than previous generations. Soon, these young professionals will be specifying materials for major railroad projects, designing sustainable transportation systems, and making procurement decisions that affect millions of miles of track. By the time they read trade publications or attend industry conferences, their perspectives are largely formed by what they’ve learned online. We needed to be part of that early education process, demonstrating how composite ties represent both engineering excellence and environmental responsibility.
But in order to reach them, we needed to meet them where they’re at.
The Results
Viral Growth Metrics
- 463% increase in post views (46K total views)
- 1,700% increase in comments (198 total)
- 581% increase in likes (1,785 total)
Audience Expansion
- 490% increase in new viewers (33K new viewers reached)
- 393% increase in net followers gained (69 new followers)
- 94% male demographic alignment with railroad industry workforce
Algorithm Success
- 93.4% For You Page traffic
- 35K total viewers reached in 60 days
Business Impact
- Successfully educated future railroad engineers about composite tie technology and sustainability benefits
- Built early relationships with next-generation infrastructure decision-makers
- Established Evertrak as an innovative leader in sustainable railroad solutions
- Enhanced visibility for composite railroad ties among environmentally-conscious professionals
The Strategy: “Main Character Energy”
We developed an educational approach that transformed complex composite tie technology into accessible content for future railroad professionals. Rather than treating TikTok as a secondary channel, we positioned it as a strategic investment in educating the next generation about sustainable railroad infrastructure.
60-Day Performance Campaign
Building on warm-up insights from an initial 30-day test, we launched our official TikTok campaign with:
Disruptive Content Strategy:
- Trending format adoption: Used popular TikTok formats to explain complex engineering concepts
- Gen Z language: Used popular phrases and slang to show a fun, relatable side to our brand
- Visual storytelling: Showcased recycled plastic transformation and environmental impact, demonstrating composite tie durability and performance
- Educational hooks: Using disruptive language to stop the scroll and capture attention before educating
The Results: Derailing the Algorithm
The 60-day campaign successfully connected Evertrak with thousands of future railroad professionals, validating our strategy of the value of connecting with a younger audience with early education about composite tie technology.
Content Performance Explosion
- Post views: 46K (+38K increase, +463.4%)
- Profile views: 341 (+232 increase, +212.8%)
- Likes: 1,785 (+1,523 increase, +581.3%)
- Comments: 198 (+187 increase, +1,700%)
- Shares: 26 (+15 increase, +136.4%)
The 1,700% increase in comments indicated genuine engagement rather than passive consumption—users were actively discussing railroad infrastructure, asking questions, and sharing their own experiences.
Audience Growth and Quality
- Total viewers: 35K (+18K increase, +109.8%)
- New viewers: 33K (+28K increase, +490.1%)
- Net followers gained: 69 (+55 increase, +392.9%)
Importantly, the audience demographic revealed strong industry alignment: reaching 94% male audience closely matched the railroad industry’s workforce composition, indicating the content was reaching relevant professionals despite TikTok’s broader demographic trends.
Algorithm Success and Search Visibility
The traffic source breakdown demonstrated exceptional For You Page performance:
- For You Page: 93.4% – Proving the content successfully engaged TikTok’s algorithm
- Search: 3.5% – Indicating increased search visibility for terms like “railroad ties for sale”
- Personal profile: 2.9% – Showing organic discovery and sharing
The 93.4% boost in For You Page traffic meant TikTok’s algorithm was actively promoting our content to users interested in sustainability, transformation, and railroad infrastructure—expanding reach far beyond follower count.
What This Means for Evertrak: Strategic Implications
1. Future Workforce Engagement
Reaching 35K viewers on TikTok means Evertrak connected with future railroad engineers, project managers, and decision-makers during their career exploration phase. Even if viewers aren’t thinking about finding their next role on TikTok, this early brand exposure creates long-term competitive advantages as these professionals advance in their careers.
2. Market Education at Scale
The 463% increase in post views indicates Evertrak successfully educated thousands about composite tie benefits who might never encounter this information through traditional B2B channels. Comments revealed users learning about railroad infrastructure for the first time, expanding the addressable market, and educating those who were misinformed.
3. In-app Search Benefits
Increased search visibility for “railroad ties for sale” and related terms means TikTok content is improving Evertrak’s overall digital presence, driving potential customers to research solutions when they’re ready to buy.
4. Industry Thought Leadership
By successfully translating technical transformation into accessible content, Evertrak positioned itself as a forward-thinking company that understands how to communicate across generational divides—a valuable trait for B2B relationships.
5. Recruitment and Retention Tool
The authentic engagement from young professionals creates a pipeline for recruiting top talent who want to work for modern, sustainability-focused companies. The cultural relevance becomes an employee value proposition.
