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with TikTok. That's great news for marketers because it's easier
than ever to repurpose social content across multiple platforms.
Cross-posting TikTok content to Instagram Reels and YouTube
Shorts can help users locate your account across different apps,
boost your engagement, and increase the likelihood of conversion.
The vast majority (82%) of businesses using TikTok cross-post their
content to other social platforms.
YouTube to increase
your reach.
TikTok content
to Instagram and
PRO TIP
Cross-post
Just remember that in order to succeed on
TikTok, your content needs to suit the candid,
authentic vibe users prefer.
Rabbani saw a huge spike in engagement
on TikTok when a cake she was commissioned
to make for Kris Jenner appeared
on the celebrity's Instagram story.
Advertising returns aside, businesses tend
to invest more heavily in, and derive more
value from, their organic content.
On average, TikTok marketers put 11 to 20% of
their overall marketing budget toward TikTok, with an emphasis on
organic content.
More than three-quarters of businesses that use TikTok post
organic content, while less than two-thirds run ads on the platform
(some only use TikTok to discover trends or keep an eye on
their competitors). Among businesses that post both organic and
sponsored content, 72% say organic TikTok content is extremely
valuable to their company's overall marketing performance, while
55% say the same for ads.
Creating organic content requires few resources for most SMBs,
so it's easy to get into a consistent posting schedule. Most businesses
spend less than two hours creating a single organic post, and 61%
post at least weekly. Over a quarter post on the app daily.
Leaning into your brand's unique voice will help you get the most
out of your TikTok content, whether it's organic or sponsored. Find
whatever makes your business stand out from the sea of generic
calls-to-action, be it an unconventional use for your product, slick
tutorial content, or your marketing team's wicked sense of humor,
and you are certain to gain positive reaction.
TOPICS AND THEMES
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 content,
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.
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%).
TikTok marketing yields undeniable power, especially with Gen
Z. More and more consumers are turning to TikTok search over
Google to find their next local boutique or restaurant. With Google
and Meta's advertising dominance fading, TikTok is becoming more
advantageous for small and midsize businesses. In fact, one in ten
surveyed businesses have gone viral on TikTok organically, indicating
a level playing field that's not dominated by large name brands.
TikTok helps mitigate choice paralysis by giving users immersive,
vertical videos that take them inside a business instantly, rather
SPRING CAKES
2023
49
ANYTHING CAN GO VIRAL ON TIKTOK
According to our 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 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.
JOHN UNREIN
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