bake - January/February 2023 - 49

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

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