Bake September/October 2021 - 10

practical marketing
Growing yourTikTokpresence
In the business world, where every dollar counts, social media
has become a cost-effective way to market to the masses.
Therefore, it's vital to know where your potential customers are
spending their time online so that you can reach them while continuing
to focus on your bakery's operations.
As of July, social media app TikTok has over 732 million global
users, according to Statista. That includes over 100 million in the
United States, many in your own market. This relatively new app
allows users to post creative videos of up to 3 minutes in length.
In a recent virtual conversation held during The Bake Fest, TikTok
stars in the baking world shared their insights into how they
grew their follower count and how they have monetized that.
Hannah Waters of Waters Bread Co. is using the following
amassed through TikTok to build brand recognition and raise
money in order to one day open a bakery. The account @hannahbreadtok
has 736,600 followers and 16.3 million likes as of
August.
Waters had been baking for four years but started on TikTok
during the COVID-19 quarantine, especially with sourdough
bread baking becoming so popular.
" One night I just decided to post. I have this gigantic bucket
of dough, and I was like, 'Let me just post a video of me
dumping it on the table. People are into slime, this seems
fun,' " Waters says. " That video went viral overnight and I had
over 2,000 followers when I woke up. So, I kept posting other
bread videos. Within a month I had over 500,000 followers. "
10 < SEP-OCT 2021 | bakemag.com
Waters recommends frequent posting in order to grow your
following. Early on, you can post 1-3 times a day to really get
your name out there.
You don't know what is going to show up on users' recommendations,
so frequency is important. Authenticity and quality
in your videos are also important, because your passion will
break through with others.
You should also have a plan for how you will monetize your
TikTok once you've grown your following. Waters used the growing
fame to become affiliated with baking companies, and also
provides merchandise on the Waters Bread Co. website that customers
love.
Another way to build on success is through the TikTok Creator
Fund. Creators need at least 100,000 authentic video views in
a 30-day period to be eligible to join the Fund, which rewards
the creator community for helping to build the TikTok brand.
The funds that each creator can earn are determined by several
factors, including the number and authenticity of views and the
level of engagement.
There are countless ways you can feature your bakery in
TikTok videos. The only limitation is your own creativity. Use
hashtags to find what's popular with users. How-to videos and
product demonstrations can be a wonderful way to showcase
what makes you special. The goal, as with other social media
platforms, should be to generate enough interest to turn visitors
into customers.
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Bake September/October 2021

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