bake - March/April 2024 - 24
social status
Growing your brand depends on key digital strategies.
BY JOHN UNREIN
If your business isn't on TikTok in 2024, you're not getting
the most out of your marketing budget and potentially
missing out on thousands of new customers. It's time to
explore what TikTok's organic engagement, automated
advertising options, and emerging eCommerce marketplace
can do for you.
Among SMBs that market on TikTok and at least one
Meta platform, 96% say they get the most engagement
on TikTok.
As Meta's biggest rival in the social media landscape,
TikTok has steadily gained popularity in the U.S., particularly
among Gen Z. SMBs are reaping the benefits of
that surge and seeing engagement results above and
beyond what they can get from Facebook and Instagram.
In fact, among SMBs that market themselves on TikTok
and either Instagram, Facebook, or both, the vast majority
(96%) say they get the most engagement on TikTok.
Over the past year, TikTok has further expanded its
user base in the U.S. and rolled out an in-app eCommerce
marketplace, offering new ways to capitalize on
the most fruitful social media discovery algorithm for
small businesses.
According to Capterra's 2023 TikTok Marketing Survey,
among 364 small to midsize retailers and restaurants,
TikTok outperforms Meta apps (Facebook and Instagram)
in terms of organic engagement. What's more, over half
of SMBs are seeing positive return on investment (ROI)
24 < MAR-APR 2024 | bakemag.com
from paid ads on TikTok even as ad returns dwindle
with Meta.
Among brands that run paid ads on TikTok, 51% have
achieved positive ROI, and 45% are breaking even.
While many SMBs are already selling products through
TikTok Shop, 45% say deriving ROI from TikTok's eCommerce
marketplace has been challenging.
Leveraging trends (53%), owning a niche (51%), and
educating customers about your products and brand
(51%) are key aspects of surveyed SMBs' TikTok marketing
strategies.
Social media engagement
New research has revealed the most engaging social
media sites, with YouTube coming out on top. The
study by web design company DigitalSilk.com analyzed
SimilarWeb data to find the most engaging social media
sites, by seeing which sites had the highest average visit
duration and the average number of pages a user visits.
It found that YouTube is the most engaging social
media site. The video-sharing platform scored highest
for average visit duration, sitting at 19 minutes and 35
seconds, and users of the site were found to visit 11.08
pages on average per visit, giving it the top spot on
the list.
Reddit comes in second place, with an average visit
duration of 15 minutes and 55 seconds. Reddit users
©TOSTPHOTO-STOCK.ADOBE.COM
http://www.DigitalSilk.com
http://www.bakemag.com
bake - March/April 2024
Table of Contents for the Digital Edition of bake - March/April 2024
bake - March/April 2024 - Intro
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https://digital.bakemag.com/sosland/bake/bake-july-2021
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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
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