bake - January/February 2023 - 3

editor's note
TikTok & the future
EDITORIAL STAFF
Editor
Managing Editor
Digital Media Editor
PUBLISHING STAFF
Publisher
National Account Executive
Inside Sales Specialist
John Unrein
Andy Nelson
Brian Amick
According to Capterra's TikTok Marketing Survey data, at least
one in 10 small businesses using TikTok has gone viral on the
app. Millions of views are within reach for businesses with great
content.
Whereas Instagram's content suggestion algorithm can feel
Troy Ashby
Gretchen Wagner
Lauren Juliana
Senior Director of Marketing and Promotions Kathi D. Gilleland
Sales Enablement Specialist
Audience Development Manager
Audience Database Specialist
Director of Digital Media
Digital Advertising Manager
Advertising Manager
Advertising Coordinator
Design Services Manager
Production Specialist
Whitney Hartman
Dustin Pickman
Carlea Schuler
Jon Hall
Carrie Fluegge
Nora Wages
Annie Fournier
Elisabeth Spillman
Marj Potts
Senior Design Consultant
Senior Graphic Designer
Promotions Manager
Promotions Media Designer
CORPORATE STAFF
Chairman and CEO
President
Chief Financial and Administrative Officer
Chief Operating Officer and Executive Editor
Becky White
Brian Peterman
Jim White
Abby Chronister
like an oligarchy dominated by legacy brands and Hollywood
celebrities, TikTok's " For You " page has been characterized
as a meritocracy. Tiktok's algorithm suggests posts that are
likely to appeal to users' unique interests and behaviors, rather
than preferentially pushing posts created by accounts that are
already popular.
TikTok also seeks to present a variety of topics and themes
as users scroll its seemingly bottomless content recommendations,
so it's constantly looking for fresh posts. If yours can hook
viewers in the first few seconds of play, it has a decent chance
of doing numbers.
While there's no magic recipe for creating viral TikTok conCharles
S. Sosland
L. Joshua Sosland
Staci Greco
Meyer Sosland
tent, you can follow a few best practices to hook viewers:
Prioritize video quality. Businesses marketing on TikTok say a
post's image quality and aesthetic appeal is the most important
performance determinant. Attractive visuals will help keep viewers
engaged.
SOSLAND PUBLISHING COMPANY
4801 Main Street, Suite 650,
Kansas City, MO 64112
Phone: (816) 756-1000
Fax: (816) 756-0494
Web: bakemag.com
Email: bakemag@sosland.com
Set the mood. Over half of businesses stick to content that's
either humorous, energizing, or educational. Ambient or calming
videos are best left to other platforms.
Offer a unique perspective: 66% of businesses say their
best-performing organic content is original and not inspired
by trends, beating out posts based on viral sounds (44%) or
hashtags (38%).
The anwers are clear. Get online and promote your unique
voice and vision.
JOHN UNREIN
junrein@sosland.com
FoodEntrepreneur
Experience
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