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
A Note to Our Readers
Bake knows how important it is to have timely access to the vital industry information and
insights we provide. In addition to our industry leading print editions, you can always stay
engaged wherever you are with our digital editions at bakemag.com/digital_editions. You
can get the latest news first by signing up for Bake's newsletters by visiting bakemag.com/
Newsletter_Subscriptions. For assistance, please e-mail us at subscriptions@sosland.com.
bakemag.com | JAN - FEB 2023 > 03
http://www.bakemag.com http://www.bakemag.com/digital_editions http://www.bakemag.com/newsletter_subscriptions http://www.bakemag.com

bake - January/February 2023

Table of Contents for the Digital Edition of bake - January/February 2023

bake - January/February 2023 - Intro
bake - January/February 2023 - 1
bake - January/February 2023 - 2
bake - January/February 2023 - 3
bake - January/February 2023 - 4
bake - January/February 2023 - 5
bake - January/February 2023 - 6
bake - January/February 2023 - 7
bake - January/February 2023 - 8
bake - January/February 2023 - 9
bake - January/February 2023 - 10
bake - January/February 2023 - 11
bake - January/February 2023 - 12
bake - January/February 2023 - 13
bake - January/February 2023 - 14
bake - January/February 2023 - 15
bake - January/February 2023 - 16
bake - January/February 2023 - 17
bake - January/February 2023 - 18
bake - January/February 2023 - 19
bake - January/February 2023 - 20
bake - January/February 2023 - 21
bake - January/February 2023 - 22
bake - January/February 2023 - 23
bake - January/February 2023 - 24
bake - January/February 2023 - 25
bake - January/February 2023 - 26
bake - January/February 2023 - 27
bake - January/February 2023 - 28
bake - January/February 2023 - 29
bake - January/February 2023 - 30
bake - January/February 2023 - 31
bake - January/February 2023 - 32
bake - January/February 2023 - 33
bake - January/February 2023 - 34
bake - January/February 2023 - 35
bake - January/February 2023 - 36
bake - January/February 2023 - 37
bake - January/February 2023 - 38
bake - January/February 2023 - 39
bake - January/February 2023 - 40
bake - January/February 2023 - 41
bake - January/February 2023 - 42
bake - January/February 2023 - 43
bake - January/February 2023 - 44
bake - January/February 2023 - 45
bake - January/February 2023 - 46
bake - January/February 2023 - 47
bake - January/February 2023 - 48
bake - January/February 2023 - 49
bake - January/February 2023 - 50
bake - January/February 2023 - 51
bake - January/February 2023 - 52
bake - January/February 2023 - 53
bake - January/February 2023 - 54
bake - January/February 2023 - 55
bake - January/February 2023 - 56
bake - January/February 2023 - 57
bake - January/February 2023 - 58
bake - January/February 2023 - 59
bake - January/February 2023 - 60
https://digital.bakemag.com/sosland/bake/bake-january-february-2023
https://digital.bakemag.com/sosland/bake/bake-november-december-2022
https://digital.bakemag.com/sosland/bake/bake-special-report-november-2022
https://digital.bakemag.com/sosland/bake/bake-september-october-2022
https://digital.bakemag.com/sosland/bake/bake-special-report-july-2022
https://digital.bakemag.com/sosland/bake/bake-july-aug-2022
https://digital.bakemag.com/sosland/bake/bake-redbook-2022
https://digital.bakemag.com/sosland/bake/bake-special-report-may-2022
https://digital.bakemag.com/sosland/bake/bake-may-june-2022
https://digital.bakemag.com/sosland/bake/bake-march-april-2022
https://digital.bakemag.com/sosland/bake/bake-january-february-2022
https://digital.bakemag.com/sosland/bake/bake-special-report-january-2022
https://digital.bakemag.com/sosland/bake/bake-november-december-2021
https://digital.bakemag.com/sosland/bake/bake-special-report-november-2021
https://digital.bakemag.com/sosland/bake/bake-september-october-2021
https://digital.bakemag.com/sosland/bake/bake-july-august-2021
https://digital.bakemag.com/sosland/bake/bake-redbook-2021
https://digital.bakemag.com/sosland/bake/bake-july-2021
https://digital.bakemag.com/sosland/bake/bake-may-june-2021
https://digital.bakemag.com/sosland/bake/bake-special-report-may-june-2021
https://digital.bakemag.com/sosland/bake/bake-march-april-2021
https://digital.bakemag.com/sosland/bake/bake-january-february-2021
https://digital.bakemag.com/sosland/bake/2021_01_01
https://digital.bakemag.com/sosland/bake/2020_12_01
https://digital.bakemag.com/sosland/bake/2020_11_01
https://digital.bakemag.com/sosland/bake/2020_09_01
https://digital.bakemag.com/sosland/bake/2020_08_01
https://digital.bakemag.com/sosland/bake/2020_07_02
https://digital.bakemag.com/sosland/bake/2020_07_01
https://digital.bakemag.com/sosland/bake/2020_06_01
https://digital.bakemag.com/sosland/bake/2020_05_01
https://digital.bakemag.com/sosland/bake/2020_04_01
https://digital.bakemag.com/sosland/bake/2020_02_01
https://digital.bakemag.com/sosland/bake/2020_01_01
https://digital.bakemag.com/sosland/bake/2019_12_01
https://digital.bakemag.com/sosland/bake/2019_11_01
https://digital.bakemag.com/sosland/bake/2019_10_01
https://digital.bakemag.com/sosland/bake/2019_09_01
https://digital.bakemag.com/sosland/bake/2019_08_01
https://digital.bakemag.com/sosland/bake/2019_07_01
https://digital.bakemag.com/sosland/bake/2019_06_01
https://digital.bakemag.com/sosland/bake/2019_05_01
https://digital.bakemag.com/sosland/bake/2019_04_01
http://digital.bakemag.com/sosland/bake/2018_07_02
https://digital.bakemag.com/sosland/bake/2019_03_01
https://digital.bakemag.com/sosland/bake/2019_02_01
https://digital.bakemag.com/sosland/bake/2019_01_01
http://digital.bakemag.com/sosland/bake/2018_12_01
http://digital.bakemag.com/sosland/bake/2018_11_01
http://digital.bakemag.com/sosland/bake/2018_10_01
http://digital.bakemag.com/sosland/bake/2018_09_01
http://digital.bakemag.com/sosland/bake/2018_08_01
http://digital.bakemag.com/sosland/bake/2018_07_01
http://digital.bakemag.com/sosland/bake/2018_06_01
http://digital.bakemag.com/sosland/bake/2018_05_01
http://digital.bakemag.com/sosland/bake/2018_04_01
http://digital.bakemag.com/sosland/bake/2018_03_01
http://digital.bakemag.com/sosland/bake/2018_02_01
http://digital.bakemag.com/sosland/bake/2018_01_01
http://digital.bakemag.com/sosland/bake/2017_12_01
http://digital.bakemag.com/sosland/bake/2017_11_01
http://digital.bakemag.com/sosland/bake/2017_10_01
http://digital.bakemag.com/sosland/bake/2017_09_01
http://digital.bakemag.com/sosland/bake/2017_08_01
http://digital.bakemag.com/sosland/bake/2017_07_01
http://digital.bakemag.com/sosland/bake/2017_06_01
http://digital.bakemag.com/sosland/bake/2017_05_01
http://digital.bakemag.com/sosland/bake/2017_04_01
http://digital.bakemag.com/sosland/bake/2017_03_01
http://digital.bakemag.com/sosland/bake/2017_02_01
http://digital.bakemag.com/sosland/bake/2017_01_01
http://digital.bakemag.com/sosland/bake/2016_12_01
http://digital.bakemag.com/sosland/bake/2016_11_01
http://digital.bakemag.com/sosland/bake/2016_10_01
http://digital.bakemag.com/sosland/bake/2016_09_01
http://digital.bakemag.com/sosland/bake/2016_08_01
http://digital.bakemag.com/sosland/bake/2016_07_01
http://digital.bakemag.com/sosland/bake/2016_06_01
http://digital.bakemag.com/sosland/bake/2016_05_01
http://digital.bakemag.com/sosland/bake/2016_04_01
http://digital.bakemag.com/sosland/bake/2016_03_01
http://digital.bakemag.com/sosland/bake/2016_02_01
http://digital.bakemag.com/sosland/bake/2016_01_01
http://digital.bakemag.com/sosland/bake/2015_12_01
http://digital.bakemag.com/sosland/bake/2015_10_01
http://digital.bakemag.com/sosland/bake/2015_09_01
http://digital.bakemag.com/sosland/bake/2015_08_01
http://digital.bakemag.com/sosland/bake/2015_07_01
http://digital.bakemag.com/sosland/bake/2015_06_01
http://digital.bakemag.com/sosland/bake/2015_05_01
https://www.nxtbook.com/sosland/bake/2015_04_01
http://digital.bakemag.com/sosland/bake/2015_03_01
https://www.nxtbook.com/sosland/bake/2015_02_01
https://www.nxtbook.com/sosland/bake/2015_01_01
https://www.nxtbook.com/sosland/bake/2014_12_01
https://www.nxtbook.com/sosland/bake/2014_10_01
https://www.nxtbook.com/sosland/bake/2014_09_01
https://www.nxtbook.com/sosland/bake/2014_08_01
https://www.nxtbook.com/sosland/bake/2014_07_01
https://www.nxtbook.com/sosland/bake/2014_06_01
https://www.nxtbook.com/sosland/bake/2014_05_01
https://www.nxtbook.com/sosland/bake/2014_04_01
https://www.nxtbook.com/sosland/bake/2014_03_01
https://www.nxtbook.com/sosland/bake/2014_02_01
https://www.nxtbook.com/sosland/bake/2014_01_01
https://www.nxtbook.com/sosland/bake/2013_11_01
https://www.nxtbook.com/sosland/bake/2013_11_02
https://www.nxtbook.com/sosland/bake/2013_10_01
https://www.nxtbook.com/sosland/bake/2013_09_01
https://www.nxtbook.com/sosland/bake/2013_08_01
https://www.nxtbook.com/sosland/bake/2013_07_01
http://digital.bakemag.com/sosland/bake/2013_06_01
https://www.nxtbook.com/sosland/bake/2013_05_01
https://www.nxtbook.com/sosland/bake/2013_04_01
https://www.nxtbook.com/sosland/bake/2013_03_01
https://www.nxtbook.com/sosland/bake/2013_02_01
https://www.nxtbook.com/sosland/bake/2013_01_01
https://www.nxtbook.com/sosland/bake/2012_11_01
https://www.nxtbook.com/sosland/bake/2012_10_01
https://www.nxtbook.com/sosland/bake/2012_09_01
https://www.nxtbook.com/sosland/bake/2012_08_01
https://www.nxtbook.com/sosland/bake/2012_07_01
https://www.nxtbook.com/sosland/bake/2012_06_01
https://www.nxtbook.com/sosland/bake/2012_05_01
https://www.nxtbook.com/sosland/bake/2012_04_01
https://www.nxtbook.com/sosland/bake/2012_03_01
https://www.nxtbook.com/sosland/bake/2012_02_01
https://www.nxtbook.com/sosland/bake/2012_01_01
https://www.nxtbookmedia.com