General News
The new rules of short-form video content
It’s official, TikTok has settled its U.S. ownership drama, the app is staying - and the “ban” is off the table.
While this news is a relief to many, there is a bigger lesson to learn here than “just keep posting”. Brands can no longer rely on a single platform to reach its customers! Instead, businesses must build resilient brands that can thrive through any algorithm shifts or ownership changes.
The ‘Rule of Three’ for videos
Don’t limit your content to just one platform, especially if you’ve spent time planning, filming, and editing a video. Instead, post it on TikTok, Instagram Reels and YouTube Shorts. It’s the same amount of effort for triple the engagement. Each of these platforms brings different benefits:
- TikTok is your discovery engine. Its algorithm is the best for getting your content to reach audiences that have never heard of you or your brand
- Instagram Reels is your community builder. It’s where you turn viewers into followers and fans of your brand.
- YouTube Shorts is your long-term SEO game plan. YouTube is owned by Google, so your videos can show up in search results for months.
Focus on the quality of your content instead of where it’s going
Social media platforms are constantly changing, but the people watching the content aren’t. With the help of TikTok and influencers, we have steered away from adverts and cheesy sales content, as audiences want authenticity!
Use this new era of video content to show the real people behind your brand, the ‘behind-the-scenes’ of your operation and the expertise that makes you different. So, don’t worry about platform tools and owners changing, but focus on your brand’s story. Not only is employee-generated content honest and helpful, but it future proofs your brand.
Keep an eye on your results
With anything, we know that consistency is key, but sometimes we can’t just post and hope for the best. The key to producing good content is watching your analytics to see how audiences react and respond to your content.
Platforms like Meta Business Suite and TikTok Business accounts are great at telling you how your content has performed. So when you next post a video, keep an eye on the results and consider:
- What content has had the most engagement?
- What is the best time to post?
- What is your audience saving and sharing?
- What content produces leads to more clicks and follows?
The bottom line… TikTok is staying, but the real lesson is that stability isn’t guaranteed! By sharing your content across multiple platforms and leaning into employee-generated, authentic content, your brand will be stronger, and your reach will increase.
