Key Takeaways

• TikTok ads offer conversion rates between 1.1% and 2.4%, CTR at 0.84%, and a $7.03 CPM.
• There are numerous TikTok ad formats you can choose from, ranging between spark ads to in-feed ads.
• Calculate your ROI to ensure you’re getting the most out of TikTok advertising.
• Common TikTok advertising challenges include creative burnout, content production demands, and difficulty measuring KPIs.

TABLE OF CONTENTS:

TikTok Ad Performance Metrics: The Numbers That Matter

When asking yourself, “Are TikTok ads worth it?”, turn to metrics first. And TikTok outperforms its competitors, specifically Facebook and Instagram.

When evaluating TikTok’s advertising value, three key metrics tell the most compelling story:

• Conversion rates: TikTok ads conversion rates average between 1.1% and 2.4% in 2025, according to Amra & Elma. These figures represent real customers taking action, not just passive viewers.
• Engagement metrics: The platform’s average click-through rate (CTR) stands at 0.84% according to Lebesgue, demonstrating solid audience engagement.
• Cost efficiency: Hootsuite reports that TikTok’s CPM is projected to be $7.03 in Q1 2025, notably lower than many competing platforms.

Let’s put these metrics in context:

*Cross-platform average ranges based on industry benchmarks

“The mistake many brands make is assuming TikTok is still just for teenagers. The platform has matured, and so has its audience. What makes TikTok ads worth the investment is their ability to reach diverse demographic segments with highly targeted creative.” — Eric Siu, Single Grain CEO

Work with the leading paid ads agency

TikTok Ad Formats and Real-World Success

Understanding which ad formats perform best on TikTok is essential to determining if the platform will deliver value for your specific marketing objectives:

• In-feed ads: These native-feeling ads appear in users’ For You Page (FYP) and typically deliver the best balance of reach and engagement.
• TopView ads: These premium placements appear when users first open the app, generating maximum visibility.
• Branded hashtag challenges: These campaign-based formats encourage user participation and content creation.
• Spark ads: This newer format allows brands to amplify organic content, including creator partnerships, through paid distribution.

Real-world results demonstrate TikTok’s potential. KFC’s chicken sandwich campaign achieved 221 million video views, a 9.3% engagement rate, and a 13.8% CTR for TopView placements according to Popular Pays. Meanwhile, HelloFresh leveraged authentic, low-production content to drive high engagement in the competitive meal-kit space, demonstrating that success often depends more on creative alignment than budget size.

The ROI Calculation Framework

Determining whether TikTok ads are “worth it” ultimately comes down to measurable return on investment. Here’s a straightforward framework for calculating your potential TikTok ROI:

1. Establish your true customer value.
   Calculate not just the immediate purchase value but the lifetime customer value (LTV).
2. Determine your acceptable customer acquisition cost (CAC).
   Based on your margins and business model, what can you afford to pay per customer?
3. Calculate your conversion pathway.
   • If you spend $1,000 on TikTok ads at a $7.03 CPM, you’ll reach ~142,250 users.
   • At a 0.84% CTR, that generates ~1,195 clicks.
   • With conversion rates between 1.1% and 2.4%, that results in 13-29 customers.
   • This creates a CAC range of $34.48 to $76.92.
4. Compare your allowable CAC to the actual amount and adjust accordingly.
   If your business can profitably acquire customers at $34 to $77, TikTok presents a viable channel.

Overcoming TikTok Advertising Challenges

While performance data paints a compelling picture, TikTok advertising isn’t without challenges. Understanding these potential obstacles is critical to determining if TikTok ads will be worth your investment:

• Creative burnout: TikTok creative typically experiences significant performance decay after 7-10 days, requiring fresh content to maintain effectiveness.
• Content production demands: Success requires a consistent pipeline of platform-native content.
• Complexities with measuring KPIs: Cross-platform journeys can make it difficult to properly attribute TikTok’s success.

The brands that find TikTok ads most worthwhile are those who approach it as an ongoing content channel rather than a traditional ad platform. Success requires a sustainable content creation strategy, not just a one-off campaign.

Is TikTok Right for Your Brand?

Are TikTok ads worth it? For most brands targeting consumers under 40 with a visually heavy social media strategy and the ability to create platform-native content, TikTok ads deliver compelling value. The platform’s relatively low CPM, solid CTR, and impressive conversion rates create favorable outcomes for many marketing objectives.

TikTok advertisers who achieve an excellent ROI approach the platform not as a traditional advertising channel, but as a content system that requires ongoing participation and adaptation. With strategic implementation, TikTok can become a valuable component of your digital marketing strategy, delivering strong returns on your advertising investment.

The post Are TikTok Ads Worth It in 2025? Data-Backed ROI Analysis appeared first on Single Grain.

Key Takeaways

• Micro-influencers outperform celebrity partnerships on TikTok with an 8.2% average engagement rate compared to 5.3% for macro-influencers, making them a more cost-effective and authentic choice for TikTok marketing campaigns.
• TikTok’s algorithm-driven discovery requires brands to adopt a responsive content strategy that leverages trending sounds and formats rather than sticking to traditional, polished content calendars.
• User-generated content (UGC) strategies are particularly effective on TikTok, with UGC being perceived as 2.4x more authentic than brand-created content and driving higher engagement rates.
• TikTok has evolved into a conversion powerhouse with remarkable ROI potential, as demonstrated by Clinique’s campaign achieving a 441% increase in conversion rate through influencer-led content.
• TikTok Shop integration has transformed the platform from a marketing channel into a complete sales ecosystem, with features like Live Shopping generating 22% higher conversion rates than standard product videos.

The Rise of Micro-Influencer Marketing

There’s a growing preference for micro-influencers over celebrity partnerships. According to TikTok’s Global Marketing Science Team, campaigns leveraging micro-influencers achieved an average engagement rate of 8.2% in 2024, substantially outperforming the 5.3% engagement rate for campaigns with macro-influencers.

This highlights a fundamental truth about TikTok: authenticity resonates more powerfully than polished celebrity endorsements. Micro-influencers, typically defined as creators with 10,000-100,000 followers, bring several distinct advantages:

• Higher engagement rates due to more intimate connections
• More authentic content that feels native to the platform
• Affordable partnerships that allow for multiple collaborations
• More profound niche expertise that attracts highly targeted audiences

“The most successful TikTok campaigns we’ve seen don’t rely on follower count—they leverage creators who genuinely resonate with their communities. The era of prioritizing reach over relevance is firmly behind us.”

Rather than pursuing a high-profile partnership, consider allocating your budget across multiple micro-influencer collaborations to generate more authentic engagement and diverse content.

Work with the leading TikTok marketing agency

Algorithm-Driven Discovery Reshapes Content Strategy

TikTok’s algorithm is the secret behind the success of the social media platform. Unlike platforms where content primarily reaches existing followers, TikTok’s discovery mechanism introduces new content to users. TikTok’s algorithm is a feedback-driven system that delivers relevant content to users, keeping audience members engaged.

According to TikTok’s What’s Next 2024 Trend Report, users are 1.8x more likely to discover topics they didn’t even know they liked on TikTok than on other platforms. This powerful discovery engine means brands can reach new audiences without relying on existing follower counts or paid promotion.

For brands, this requires a distinct approach to content strategy:

Lean into TikTok’s algorithmic strengths to achieve a significantly broader reach without increasing advertising spend.

Conversion-Focused Campaigns Deliver Remarkable ROI

TikTok has evolved into a powerful conversion driver. Clinique’s influencer-led campaign demonstrated this potential dramatically, achieving a 441% increase in conversion rate according to TikTok’s What’s Next 2024 Trend Report.

This remarkable performance wasn’t isolated. Shein leveraged TikTok’s algorithm to deliver highly personalized product videos based on user behavior and preferences, achieving a 45% increase in click-through rates. Their personalized content generated 4.5x higher purchase intent compared to non-personalized content.

These success stories highlight several key factors that contribute to high-converting TikTok campaigns:

• Content that seamlessly blends entertainment with product education
• TikTok’s native shopping features
• Influencer partnerships that demonstrate authentic product use
• Strong calls-to-action that feel natural within creative content

For marketers focused on driving measurable ROI, TikTok has evolved from an experimental channel to a conversion powerhouse when approached with the right strategy.

User-Generated Content Drives Authentic Storytelling

The authenticity that defines TikTok makes it particularly receptive to user-generated content strategies. Brands that successfully invite their communities to participate in content creation often see substantially higher engagement and trust signals. Plus, this strengthens relationships with customers over time, boosting customer retention and sales.

This approach works because:

• UGC content is perceived as 2.4x more authentic than brand-created content.
• Prospective customers trust peer recommendations significantly more than traditional advertising.
• TikTok’s algorithm favors content that generates high engagement, a natural strength of compelling UGC.

Subaru exemplified this approach with their #MeetAnOwner campaign, encouraging influencers and everyday customers to share videos of their new Impreza in unique locations. This campaign drove significant reach among millennial buyers while generating thousands of authentic UGC posts that strengthened brand trust through genuine customer experiences.

For brands looking to implement UGC strategies on TikTok, the key lies in creating clear participation frameworks while allowing creative expression. Branded hashtag challenges with specific themes but open-ended execution tend to generate the highest quality and quantity of user participation.

Innovative TikTok Challenges Drive Viral Engagement

TikTok challenges remain among the platform’s most distinctive and potent marketing formats. They can generate extraordinary awareness and engagement through participatory content when executed effectively. There are countless TikTok challenges, such as lip-syncing, dancing, DIY, comedy, and cooking.

The most successful TikTok challenges share several key characteristics:

• Simple premise that’s easy to understand and participate in
• Creative flexibility that allows for personal expression
• Clear visual signature that makes challenge content instantly recognizable
• Strategic use of trending or branded sounds
• Participation from both influencers and everyday users

Red Bull’s #RedBullDanceYourStyle challenge exemplifies this approach at its best. By inviting users to participate in virtual dance-offs showcasing their unique moves, the energy drink brand created a campaign that aligned perfectly with its high-energy brand identity and TikTok’s interactive nature. The result? A viral phenomenon that generated over 11 billion views and dramatically increased brand engagement among Gen Z audiences.

For marketers considering challenge-based campaigns, it’s essential to build in mechanisms that drive participation and conversion. The most sophisticated challenges include subtle product integration or direct purchasing pathways that feel natural within the creative context.

Personalized Product Recommendations

Personalization has emerged as a critical differentiator for brands looking to cut through TikTok’s content saturation. The platform’s sophisticated targeting capabilities allow for highly tailored content delivery that can significantly boost conversion metrics.

Effective personalization on TikTok typically involves:

• Segmenting audiences based on previous engagement patterns
• Creating content variants tailored to different user interests
• Using dynamic product showcases that reflect browsing history
• Leveraging TikTok’s Spark Ads to amplify organic content to relevant audiences

Fast-fashion giant Shein demonstrated the power of this approach by leveraging TikTok’s algorithm to deliver highly personalized product videos based on user behavior and preferences. This strategy generated 4.5x higher purchase intent compared to non-personalized content, according to Simon Kingsnorth.

The key insight for marketers is that TikTok personalization isn’t just about targeting—it’s about creating content that genuinely resonates with specific audience segments rather than taking a one-size-fits-all approach.

TikTok Shop and Social Commerce Integration

TikTok’s commerce capabilities have expanded dramatically, transforming the app from a marketing channel into a complete sales platform. TikTok Shop has become a centerpiece of the app, and TikTok has more stores than any other social media channel. What makes TikTok Shop stand out is its one-click payment system, where users can view and purchase products in one place.

Several key innovations are also driving results:

For brands selling consumer products, developing a dedicated TikTok Shop strategy is essential. The most successful approaches combine entertaining content with seamless purchase opportunities that don’t disrupt the user experience.

Data-Driven Targeting and Performance Optimization

As TikTok’s advertising platform matures, so do the opportunities for sophisticated performance marketing. Brands are increasingly applying data-driven approaches to optimize campaign performance and maximize ROI.

Advanced TikTok performance marketing strategies include:

• Custom audience creation based on previous engagement metrics
• Creative testing across multiple variants to identify top performers
• Detailed analysis of video completion rates to optimize content length
• TikTok’s Pixel for conversion tracking and optimization
• Integration with comprehensive TikTok marketing strategies to create full-funnel approaches

One compelling example comes from Tenengroup’s Father’s Day campaign. After excluding recent purchasers from ad targeting and specifically retargeting users who had watched at least 6 seconds of their videos, the brand reduced cost-per-action by 53% while increasing conversions by 52%.

The key takeaway for marketers is that TikTok now offers sophisticated optimization tools that rival more established ad platforms—but success still requires creative content that drives engagement in the first place.

Navigating the Future With TikTok Marketing Trends

What was once a video platform is now an immersive social media experience. TikTok is renowned for its robust algorithm, viral challenges, Shop integration, and more.

However, knowing and implementing the latest TikTok marketing trends is key to long-term success. The thriving brands will embrace new features while tracking performance metrics correlating to their business objectives. Taking advantage of the platform’s creative expression, algorithm-driven discovery, and commerce capabilities will increase brand awareness and boost conversions.

TikTok is one of the many channels in our search everywhere optimization (SEvO) service. Contact us to create a marketing and SEO campaign that will increase your brand awareness across all major search platforms.

The post Top TikTok Marketing Trends Reshaping Brands in 2025 appeared first on Single Grain.

Key Takeaways

• Platform-Specific Search Behaviors: Each social platform has unique search algorithms and user behaviors that require tailored optimization approaches.
• Visual Search Dominance: Social search prioritizes visual content, requiring optimization beyond traditional text-based SEO tactics.
• Conversational Keywords Matter: Users search differently on social platforms, using more natural language and question-based queries.
• Engagement Metrics Impact Rankings: Social search algorithms heavily weight user engagement when determining content rankings.
• Cross-Platform Strategy Required: A coordinated approach across multiple platforms maximizes visibility and reinforces search authority.
• Continuous Adaptation Essential: Social search algorithms evolve rapidly, requiring ongoing optimization and testing.

TABLE OF CONTENTS:

The Social Search Revolution

The search landscape has fundamentally changed. According to recent data, 45% of Gen Z are more likely to use “social searching” on platforms like TikTok or Instagram than traditional search engines. This shift represents more than just a change in user behavior—it’s a complete reimagining of how people discover information, products, and services.

Unlike traditional search engines that prioritize text and links, social search is inherently visual, conversational, and community-driven. Users aren’t just looking for information; they’re seeking authentic experiences, recommendations, and solutions presented in engaging formats.

“Social media isn’t just for scrolling anymore—it’s for searching,” notes digital marketing expert Tamara Biljman. “In 2025, we’re seeing a major shift from passive consumption to active discovery. People are typing full queries into social apps to find product recommendations, how-tos, reviews, local spots, and more.”

This transformation presents both challenges and opportunities for brands. Those who understand and adapt to the unique characteristics of social search can gain significant competitive advantages in visibility, engagement, and conversions.

Understanding Platform-Specific Search Algorithms

Each social platform has developed unique search algorithms, optimized for its specific content formats and user behaviors. Understanding these differences is crucial for effective optimization.

TikTok: The Visual Discovery Engine

TikTok’s search algorithm prioritizes:

• Content relevance: How closely your video matches the search query
• Engagement metrics: Views, likes, comments, shares, and completion rates
• Freshness: Recent content often receives preference
• Creator authority: Accounts with consistent engagement on similar topics
• Hashtag relevance: Strategic use of trending and niche hashtags

TikTok has emerged as a leader in the social search revolution, with 40% of Gen Z now using it as their preferred search engine for certain queries. The platform excels at surfacing authentic, visually-driven content that answers specific questions or demonstrates solutions.

Instagram: The Lifestyle Search Platform

Instagram’s search algorithm focuses on:

• Visual similarity: How your content visually relates to the search query
• Caption relevance: Keywords in your captions and alt text
• Account relevance: Your account’s overall topic focus and authority
• User relationships: Content from accounts users already engage with
• Engagement history: Consistent performance across similar content

Instagram’s Explore page has evolved into a sophisticated visual search engine, with users increasingly typing direct questions like “outfit ideas for work” or “best skincare for acne” into the search bar.

Pinterest: The Intent-Driven Visual Search

Pinterest’s search algorithm emphasizes:

• Visual relevance: How your pin visually matches search intent
• Keyword optimization: Strategic use of keywords in pin titles and descriptions
• Board context: How your pins are organized and categorized
• Domain quality: The authority of linked websites
• Engagement signals: Saves, clicks, and close-ups

With over 5 billion monthly searches, Pinterest functions more like a traditional search engine than other social platforms, but with a distinctly visual focus. Users come to Pinterest with high intent, often actively planning purchases or projects.

Single Grain’s SEO experts understand these platform-specific algorithms and can help you develop tailored strategies that align with each platform’s unique ranking factors.

Optimizing Content for TikTok Search

To rank #1 in TikTok searches, you need a strategy that aligns with the platform’s unique algorithm and user behavior patterns.

1. Keyword Research for TikTok

TikTok search requires a different approach to keyword research:

• Monitor the search suggestion bar: Type partial queries and note TikTok’s autocomplete suggestions
• Analyze trending hashtags: Identify relevant trending topics in your niche
• Study competitor content: Note which search terms bring up competitor videos
• Use conversational phrases: Focus on how people actually talk, not formal keywords
• Incorporate questions: Many TikTok searches are framed as questions

2. Create Search-Optimized Video Content

Once you’ve identified your target search terms, optimize your videos:

• Hook viewers in the first 3 seconds: TikTok’s algorithm favors videos with high completion rates
• Mention key search terms early: Say your target keywords out loud in the first few seconds
• Create “answer” content: Directly address common questions in your niche
• Keep videos concise: 30-60 second videos often perform best in search results
• Use on-screen text: Include key search terms as text overlays

3. Optimize Video Metadata

Beyond the video itself, optimize all supporting elements:

• Strategic caption writing: Include primary keywords naturally in your captions
• Hashtag strategy: Use a mix of broad, niche, and trending hashtags (3-5 total)
• Create a searchable series: Use consistent naming for related content
• Engage with comments: High comment engagement boosts search visibility

According to research from Brandlective Communications, “TikTok has been refining its search bar to suggest keywords, trends, and even display a ‘top searches’ section.” This makes it increasingly important to align your content with how users actually utilize the platform.

Ranking in Instagram’s Search Results

Instagram’s search functionality has evolved significantly, requiring specific optimization tactics to achieve top rankings.

1. Profile Optimization for Discoverability

Your Instagram profile serves as the foundation for search visibility:

• Keyword-rich username and display name: Include primary keywords
• Optimized bio: Incorporate relevant search terms naturally
• Consistent niche focus: Maintain topical relevance across your content
• Link utilization: Use relevant external links that reinforce your authority

2. Content Optimization Strategies

For individual posts to rank well in Instagram search:

• Front-load captions with keywords: Place important terms in the first line
• Strategic hashtag usage: Research and use a mix of popular and niche hashtags
• Alt text optimization: Add descriptive, keyword-rich alt text to all images
• Location tagging: Use location tags for local search visibility
• Mention relevant accounts: Tag accounts related to your content topic

3. Engagement Tactics for Search Visibility

Instagram’s algorithm heavily weights engagement when determining search rankings:

• Encourage meaningful comments: Ask questions that prompt detailed responses
• Respond to all comments: Build conversation threads on your posts
• Create shareable content: Design posts that users will want to save and share
• Post consistently: Maintain a regular posting schedule to build algorithmic favor
• Cross-promote across features: Use Stories, Reels, and posts to reinforce topics

“Instagram is testing improved keyword search, alt-text for visuals, and potentially post-level search filtering,” notes a recent report from Brandlective. These developments make it increasingly important to optimize all aspects of your Instagram content for searchability.

Pinterest Search Optimization Tactics

With its intent-driven user base, Pinterest offers unique opportunities for brands that understand its search ecosystem.

1. Pin Optimization Fundamentals

To rank well in Pinterest search results:

• Create tall, vertical images: Use the optimal 2:3 aspect ratio (1000 x 1500 pixels)
• Include text overlays: Add descriptive, keyword-rich text to images
• Write detailed descriptions: Use 100-200 characters with primary and secondary keywords
• Add alt text: Include descriptive alt text for all pins
• Link to high-quality content: Ensure destination URLs provide valuable content

2. Board Strategy for Search Visibility

Your board organization significantly impacts search performance:

• Create keyword-rich board titles: Use specific, searchable names
• Write detailed board descriptions: Include relevant keywords naturally
• Organize pins logically: Group related content to reinforce topical relevance
• Maintain consistent activity: Pin regularly to established boards
• Create board sections: Further organize content into searchable subcategories

3. Pinterest SEO Best Practices

Additional tactics to improve Pinterest search rankings:

• Claim your website: Verify ownership of your domain
• Enable rich pins: Provide additional metadata for your pins
• Analyze Pinterest Analytics: Identify which pins perform best in search
• Follow trending topics: Align content with seasonal and trending searches
• Create fresh content: Pinterest favors new pins over repins

“Pinterest is becoming more predictive, surfacing content based on prior activity and trending topics,” according to social search experts. This makes it essential to not only optimize for current search terms but also anticipate and create content for emerging trends.

Cross-Platform Social Search Strategy

While each platform requires specific optimization tactics, a coordinated cross-platform approach maximizes your overall social search visibility.

1. Unified Keyword Strategy

Develop a comprehensive keyword approach that works across platforms:

• Create a master keyword list: Identify terms relevant across all platforms
• Platform-specific variations: Adapt language for each platform’s unique audience
• Competitive analysis: Study how competitors rank across different platforms
• Track performance: Monitor which terms perform best on each platform

2. Content Adaptation Framework

Efficiently adapt content for each platform while maintaining search relevance:

3. Cross-Promotion for Search Authority

Leverage cross-platform signals to strengthen overall search performance:

• Consistent branding: Maintain visual and messaging consistency across platforms
• Cross-platform linking: Reference your content on other platforms where appropriate
• Unified hashtag strategy: Use consistent branded hashtags across all platforms
• Coordinated publishing: Time releases to maximize initial engagement signals
• Integrated analytics: Track how cross-platform efforts impact overall search visibility

Single Grain’s content marketing team can help you develop and implement a cohesive cross-platform strategy that maximizes your visibility across all social search environments.

Measuring Social Search Performance

To continuously improve your social search rankings, you need robust measurement systems.

1. Platform-Specific Analytics

Monitor key metrics on each platform:

• TikTok: Video view source (search vs. For You Page), search term impressions, completion rate
• Instagram: Profile visits from search, hashtag performance, Explore page reach
• Pinterest: Search impressions, search click-through rate, search appearance by keyword

2. Cross-Platform Performance Tracking

Evaluate your overall social search ecosystem:

• Search visibility share: How you rank compared to competitors across platforms
• Traffic attribution: Visitors from social search vs. other sources
• Conversion paths: How social search visitors move through your marketing funnel
• Content effectiveness: Which content types perform best across platforms

3. Continuous Optimization Framework

Implement a system for ongoing improvement:

• A/B testing: Test different optimization approaches and measure results
• Trend monitoring: Stay ahead of algorithm changes and search behavior shifts
• Competitive analysis: Regularly evaluate competitor search performance
• Content refreshing: Update existing content to maintain search relevance

Final Thoughts

As social platforms continue to evolve into sophisticated search engines, brands that master platform-specific optimization techniques will gain significant advantages in visibility, engagement, and conversions. The shift toward social search represents more than just a new marketing channel—it’s a fundamental change in how people discover and engage with content.

By understanding the unique characteristics of TikTok, Instagram, and Pinterest search algorithms, creating optimized content for each platform, and implementing a coordinated cross-platform strategy, you can position your brand at the top of social search results where your target audience is actively looking.

Remember: social search optimization is not a one-time effort but an ongoing process of adaptation and refinement. As algorithms evolve and user behaviors change, your strategy must continuously evolve to maintain and improve your rankings.

Ready to dominate social search in 2025? Single Grain’s SEO experts can help you develop and implement a comprehensive social search optimization strategy tailored to your specific business goals and target audience.

Related Video

The post Social Search Optimization: Rank #1 on TikTok, Instagram, and Pinterest in 2025 appeared first on Single Grain.

But what does it take to go viral on LinkedIn? There are a few simple steps that all businesses should follow.

Key Highlights

• LinkedIn has a complex algorithm, so understanding how LinkedIn ranks posts will help you go viral.
• Some post topics perform better on LinkedIn. The best viral post topics include motivational stories, business insights, “aha” moments, workplace culture, trends, and industry issues.
• LinkedIn’s algorithms favor consistent posting, so aim to post five to seven times daily.
• Users find businesses, jobs, and accounts using LinkedIn’s search engine, so optimize your posts for SEO by including keywords in the content and hashtags at the bottom.
• Engage with other accounts by commenting on posts.
• A successful post has persuasive writing. Your posts should be well-written and concise, with a compelling CTA.
• Ask questions to get more engagement from your followers.
• Stay authentic to yourself and your business. Try not to lose your identity by going viral.
• Don’t be afraid to be controversial and have a unique point of view.
• Create content that evokes emotion but remains professional.
• Repurpose your content for LinkedIn and other social media platforms.
• Join LinkedIn groups in your niche to connect with other professionals in your industry and grow your following.
• Going viral doesn’t happen overnight, so stay persistent.
• Monitor LinkedIn metrics, such as engagement rates and impressions, to ensure your posts are successful.

Understand LinkedIn’s Algorithm

Creating viral posts means you must understand the complexities of LinkedIn’s algorithm. While it may seem daunting, this is the best way to know how LinkedIn ranks posts and how your audience engages on the platform. As with many social media platforms, LinkedIn recommends posts based on activity. You’ll see the most success by tapping into those interests and demands.

Here are ways to work with LinkedIn’s algorithm:

• Create content that engages your audience
• Avoid linking to an external source (such as your website)
• Monitor how users interact with your posts

Choose the Right Topics

Not all content performs well on LinkedIn. The best-performing topics tend to resonate with a broad audience while staying relevant to your niche. Here are the top content categories that tend to generate high engagement:

• Motivational stories: Personal success stories, overcoming challenges, and career wins inspire and engage users.
• Business insights: Valuable content that offers unique perspectives on industry trends, entrepreneurship, and business growth strategies.
• Aha moments: Sharing knowledge, lessons learned, valuable insights, and epiphanies related to business and professional life.
• Workplace culture: Topics about remote work, leadership, HR policies, and company culture resonate widely since they apply to professionals across various industries.
• Trends: Keeping up with your competitors and others in your niche. This can also include popular content types on LinkedIn (such as videos over written content).
• Industry issues: Discuss the challenges in your niche and what your audience can do to overcome them.

Why do these topics perform well? Because they appeal to a total addressable market (TAM), anyone in the workforce can relate, comment, and engage.

If increased reach and engagement are your goals, broad topics work well. However, if you’re focused on business-driven outcomes, consider aligning your content more closely with your industry expertise to attract the right audience that translates into sales and business growth.

Post Frequently (Five to Seven Times Per Week)

Consistency is key when aiming for a strong LinkedIn presence. Posting five to seven times a week signals to LinkedIn’s algorithm that you are an active and reliable content creator. If your posts also appear regularly on your followers’ feeds, it shows you’re a credible and trustworthy professional.

Here’s why this matters:

• Like other social media platforms, LinkedIn rewards frequent content creators with increased reach.
• Engaging regularly builds familiarity and trust with your target audience.
• Frequent posting allows for experimentation, helping you refine your content strategy based on performance.

However, it’s essential to maintain quality over quantity. If your posts lack engagement or don’t provide value, they may hurt your visibility in the long run.

What if you’re unsure what to post? Engaging with your community has the same effect, which brings us to our next point.

Optimize for Search Engines

LinkedIn is one of the most powerful search engines. Sixty-five million people search for jobs on LinkedIn every week, and more use LinkedIn to search for connections, MQLs, industry trends, and more.

Your posts can gain more visibility when you optimize them for LinkedIn’s search engine. Include popular keywords in your posts and LinkedIn hashtags at the bottom.

Format your content to enhance readability. Use bullet points to separate key sections and include emojis when necessary.

Engage With Others (10-30 Comments Per Day)

Source: Aware

Posting every day is not enough. Engagement plays a crucial role in growing your brand on LinkedIn.

Here’s an effective engagement strategy:

• Reply to comments on your posts: As soon as people comment on your content, respond to them promptly. This encourages more interactions and extends the post’s lifespan.
• Comment on other people’s posts: Find 10 to 30 relevant posts daily and leave meaningful comments. This expands your reach to a new audience and builds relationships with key influencers.
• Be strategic: Engage with posts from people in your industry, potential clients, and thought leaders. Over time, this increases your visibility among the right people.

What if you’re not getting a lot of comments on your posts? Try using a more persuasive CTA. Commenting on other posts will also expand your reach.

Master the Art of Copywriting

One of the biggest game-changers for viral success is persuasive writing. Crafting compelling LinkedIn posts requires:

• Clarity and simplicity: Avoid jargon and write in a conversational tone.
• Storytelling: People connect with stories more than facts and figures.
• Strong hooks: The first line of your post should grab attention and encourage users to click “See More.”
• Conciseness: Keep paragraphs short and easy to skim.
• CTAs: Encourage users to comment, share, or engage with your post.

Ask Questions

If your goal is to encourage engagement from your followers, start asking more questions. Whether users comment on their answers or share your post with their connections, this is a simple way to boost engagement and visibility.

Which questions should you ask? This varies by industry and profession, but any “who, what, when, where, why” question can increase interest and responses.

Stay Authentic

Many content creators fall into the trap of chasing engagement and lose their true identity. Going viral on LinkedIn is as simple as letting your guard down and being yourself. The reason is simple: if you come off as a regular person, you’re more approachable and relatable.

The most successful LinkedIn influencers stay true to their unique voice and message while staying professional. Here’s how to balance the two:

• Write how you speak: Natural, conversational writing resonates better than overly polished, robotic text.
• Avoid clickbait: While strong hooks are essential, misleading your audience for engagement can hurt credibility in the long run.
• Ignore negative comments and trolls: Not every comment deserves a response. Focus on meaningful interactions.
• Quality over quantity: Prioritize content that provides value.

If you stay authentic and provide real value, your audience will recognize and appreciate your content.

Have a Unique Point of View

Even though LinkedIn is a professional platform, don’t be afraid to be controversial and post your opinions. Users aren’t interested in consuming the same regurgitated information; people are keen on reading new and different takes on various topics in their industry.

After posting your unique take, invite your followers to comment and share their thoughts. This increases engagement rates and builds deeper connections with your followers.

Harness Emotions

Even in professional settings, humans are still emotional. If your content evokes emotion, your followers are likelier to interact with your post.

That said, LinkedIn is still a professional platform. Choose your emotional content wisely to ensure you still have a trustworthy and reputable image.

Here are some best practices to remember:

• Have a positive view
• Handle strong emotions, like sadness and anger, carefully
• Use the “hero’s journey” when possible
• Incorporate a personal story

Don’t think you can only express yourself emotionally through writing. Content creators can evoke emotions with visuals, too. Use all of LinkedIn’s content types, such as carousels, GIFs, and videos. Even adding emojis can make your posts more appealing. Polls are also an easy way to enhance engagements without being too vulnerable.

Repurpose Content

Source: Nonprofit Marketing Guide

Your business will likely post on other social media platforms besides LinkedIn. Repurpose content for LinkedIn and across all channels. This increases your chances of going viral on LinkedIn and other platforms.

Remember that all platforms have complex algorithms, and some post types are more successful on one platform than another. All social platforms also have trends, and marketers must create platform-specific content that coincides with these trends.

What are some content repurposing examples? You can repost a blog as a LinkedIn article and then repurpose that into a short-form video or an image carousel.

Join LinkedIn Groups

There are over two million LinkedIn Groups. Chances are, there are quite a few in your niche that you can join.

There are many reasons why LinkedIn Groups can improve your chances of going viral. These groups are an excellent networking opportunity. You’ll also learn about industry trends, new insights, and other developments that will put you ahead of the curve.

Your posts also have a likelier chance of gaining traction in small groups. If the group followers engage with your posts and connect with you, your profile and posts will be more visible to a broader network.

If you can, join multiple LinkedIn groups–about five or six–to reap the benefits.

Bonus Tip: Patience and Persistence Pay Off

Viral success doesn’t happen overnight. Even top creators face low engagement rates before creating viral content. Consistency is key. If your content isn’t taking off immediately, keep experimenting, refining, and engaging. That persistence separates successful content creators from those who give up too soon.

If you’d like help with getting your LinkedIn presence going, we have a team of LinkedIn experts at-the-ready to assist you!

How to Analyze Your LinkedIn Marketing and Posts

Source: AgencyAnalytics

While certain factors make it likelier that a post will go viral, LinkedIn marketing is still personal. In other words, LinkedIn’s marketing success will look different for all companies based on audience, industry, and goals.

Since there is no one-size-fits-all formula for LinkedIn marketing, brands can monitor core metrics to ensure their posts gain traction. Fortunately, LinkedIn analytics offers a glimpse into various KPIs. These metrics include:

• Engagement rates (in the form of shares, likes, and comments)
• Post impressions
• Followers
• Clicks
• Audience demographics
• Video views and watch time
• Page views

What if you’re tracking these LinkedIn metrics and aren’t generating the results you need? Experiment with your posts. Find the posts that perform best and see what’s different about them. This can include writing about various topics or using another tone. You can also include stronger CTAs and create posts that drive more engagements, such as questions or polls.

Going Viral on LinkedIn Is Possible

Going viral on LinkedIn isn’t about luck—it’s about strategy. Not all content performs well on LinkedIn, so knowing what engages your audience is key.

Try these strategies to increase your chances of reaching a larger audience, building meaningful connections, and driving impact.

If organic LinkedIn marketing isn’t working, advertising is always an option.

If you’re ready to build your brand LinkedIn, Single Grain’s LinkedIn experts can help!👇

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Both platforms allow users to create short-form videos designed to be quick and engaging.

Alphabet, YouTube’s parent company, is likely positioning YouTube Shorts to grab TikTok’s audience, aiming to become the leader in vertical video content if TikTok really does get axed. With all these changes, it begs the question—YouTube Shorts vs. TikTok: Which one will come out on top in 2025? Is YouTube laying the groundwork now to fill the power vacuum left over by TikTok’s seeming demise?

Let’s take a look at what’s happening and what it means for content creators and brands alike.

TABLE OF CONTENTS:

YouTube Shorts vs TikTok: What’s Changing and What It Implies

The most obvious change here is the duration of YouTube Shorts, moving from a maximum of 1 minute to 3 minutes. You could almost say we’ve entered a new season of “long, short videos.” or “short-ish long form videos?” You get the idea.

Beginning October 15, 2024, you can upload YouTube Shorts up to 3 minutes in length.

For creators, this presents new opportunities for longer and more engaging short-form content. However, this update doesn’t necessarily mean things will get easier (or harder) for content creators.

YouTube’s recent blog post hinted that while they’re excellent at recommending short-form videos up to 60 seconds, they’re still perfecting recommendations for videos up to 3 minutes. This means that videos between 1:01 and 3 minutes might struggle for visibility at first—something to keep in mind before jumping headfirst into longer Shorts content.

Competing with TikTok: Is YouTube Positioned to Win?

Perhaps the most amusing detail of this update is its timing.

TikTok already faces a possible shutdown in certain regions during 2025, and Alphabet is clearly preparing for an opportunity to grab more of the vertical video real estate if that happens. When TikTok was banned in India back in 2020, roughly 200 million TikTok users migrated to Instagram and YouTube. Alphabet appears to be strategizing based on this precedent, positioning YouTube Shorts to attract similar audiences if TikTok faces further regional bans, particularly in the U.S.

YouTube has made major strides, like introducing trending searches to connect users to live trends—a feature that feels very TikTok-esque.

The addition of searchable trends gives YouTube Shorts an edge it didn’t previously have.

This integration with the broader YouTube ecosystem enhances content discoverability and caters to a diverse audience.

It’s a smart play to attract TikTok’s audience, who have long been used to a more trend-focused browsing experience. YouTube’s extensive user base already has a rich variety of content, and integrating trending searches into Shorts could mean capturing TikTok’s viral moments and bringing them to a broader platform.

The big takeaway here is that, if TikTok goes away, YouTube is the strongest contender to fill the void left by TikTok. Even if TikTok isn’t shut down in 2025, it will still face a lot of competitive pressure from YouTube as it continues to encroach on TikTok’s user base.

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Short-form Content Strategy: Where YouTube Shorts and TikTok Videos Differ

Creators need to be mindful of a few major differences when planning short-form video content for these platforms. TikTok has a solid algorithm that excels at promoting viral trends and user engagement with creative tools like filters and music.

In contrast, YouTube’s broader ecosystem of short and long form content allows for a different kind of engagement that intermixes users’ appetite for different modes of content, all in one platform.

While TikTok users may come for the bite-sized content and stay for hours scrolling through video after video, YouTube’s structure includes both YouTube Shorts and traditional videos. This makes YouTube a more integrated space for creators who want their audiences to explore their longer content too.

Here’s our summary of the key differences between the two platforms:

Algorithm and Discovery

• TikTok’s algorithm quickly promotes viral trends and individual content pieces, keeping users engaged for hours.
• YouTube Shorts leverages YouTube’s existing recommendation system, which helps integrate short-form content with traditional, longer videos.

Content Ecosystem

TikTok and YouTube Shorts are both built around bite-sized, fast-paced content that encourages users to keep scrolling. However, YouTube Shorts also exist within a broader YouTube environment, allowing viewers to easily transition from short to long-form content, creating opportunities for deeper audience engagement. And now, it’s blurring the lines even further by enabling Shorts to be as long as 3 minutes.

Creative Tools

• TikTok offers a wide array of creative tools such as filters, music options, and visual effects designed to foster viral content.
• YouTube Shorts includes fewer built-in creative tools but benefits from YouTube’s larger production capabilities, like end screens and links to longer content.

Audience Engagement

• TikTok leads in audience interaction: TikTok still commands the highest engagement rate among short-form video platforms at 2.34%, meaning users are more likely to like, comment, or share content. This is driven mainly by its effective recommendation system and trend-focused community.
• Meanwhile, YouTube Shorts has a lower rate at 0.91%. However, YouTube focuses on encouraging deeper engagement beyond immediate likes and shares, aiming to move viewers towards exploring channels and subscribing, fostering a more lasting connection with creators.

Monetization Opportunities

• TikTok’s Creator Fund provides some monetization, but payouts can be inconsistent and depend heavily on overall fund allocation.
• YouTube Shorts offers multiple monetization avenues, including sharing ad revenue through the YouTube Partner Program and integrating product tags through Google Merchant Center, making it potentially more lucrative for creators in the long term. This is the area where YouTube has the edge over TikTok. YouTube gives overall analytics of how products are performing throughout your content. TikTok Shops’ GMV system, on the other hand, is a lot more cryptic with its data, revealing far less insight on how products perform on the platform. So, if there’s anything to be said here, YouTube is making more concerted efforts at pleasing analytically-minded creators than TikTok is.

Ad Revenue Sharing

YouTube’s ad revenue sharing model, through its Shorts Fund and partner program, sets it apart from TikTok. Creators can earn from their content, with ad revenue sharing incentivizing more creators to focus on Shorts. TikTok offers its Creator Fund, but is often criticized for not offering consistent payouts.

YouTube’s monetization opportunities, combined with its growing ecosystem of short and long videos, could be a key factor in pulling creators away from TikTok. YouTube provided a Creator Fund focused on Shorts content, following up TikTok’s Creator Fund. However, that effort only lasted a couple of years.

Image Source: Sprout Social

This difference could tip the scales in 2025, with creators seeing more value in the YouTube Shorts benefits, including a clear revenue path through ads. The introduction of in-feed ads on Shorts also suggests YouTube is building out its platform to cater to advertisers looking for highly engaged, short-form video audiences.

In our case at Single Grain, our organic and paid social media teams are preparing for either scenario; one where TikTok retains it’s dynastic dominance, or the other where YouTube usurps the short-form video throne.

If you’d like to know more about how we’re handling short-form video for our clients, and how we can help brands like yours conquer short-form video content, then click here to connect with us. We’ll give you the whole rundown on how we lift brands via paid and organic social placements, and we’ll discuss how we can do the same for you.

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Mobile vs Desktop: The Mobile-First Shorts Strategy

Another critical takeaway from this update is the fact that short videos, especially those between 1-3 minutes, are more likely to be consumed via the YouTube app on mobile devices. Creators need to make their content and calls-to-action (CTAs) optimized for mobile. The YouTube Shorts experience is built for mobile viewing, which means keeping content concise and ensuring visual elements pop on smaller screens.

Here are some key considerations for optimizing YouTube Shorts for mobile :

• Keep videos concise: Grab attention within the first few seconds to maximize viewer retention. Just because you have the option for longer shorts, doesn’t mean you need to fill up every second.
• Use bold, easy-to-read text: Ensure any text or captions are large enough to be readable on smaller screens. This has always been the case, but is worth keeping in mind for longer short-form videos.
• Focus on vertical framing: Maximize the screen real estate by framing content vertically.
• Include clear CTAs: Make sure calls-to-action are simple and easy to follow for mobile users.
• Avoid clutter: Keep visual elements minimal so you don’t lose the message on a small screen.
• Capitalize on current trends: As mentioned earlier, you can use trending searches to connect with live trends and maximize your reach. This can significantly increase engagement, especially as YouTube introduces new features to make trend-based content easier to discover.

One interesting observation is that any video uploaded in a square or vertical format will be automatically considered a Shorts video. This could impact creators who don’t want their content categorized as a short—simply sticking with the classic 16:9 ratio can avoid this. It’s a subtle alteration shedding light on how important short-form content is to YouTube’s overarching strategy.

Should Creators Avoid the Mid-Length Content?

As we alluded to earlier, content between 1:01 and 3 minutes may not be the sweet spot initially. YouTube stated that they’re still working on improving the recommendation system for these longer videos.

For that reason, creators might want to stick to either very short, under-60-second content or traditional long videos—at least until YouTube fine-tunes its algorithm for this new length.

Engaging the Right Audience

With TikTok, Instagram Reels, and now YouTube Shorts all battling it out for user attention, understanding the target audience for each platform is crucial. Each platform attracts a unique demographic:

• TikTok: The largest age group on TikTok is 18-24 years old, making up 36.2% of its user base. This younger audience, particularly Gen Z, is drawn to TikTok’s strong recommendation algorithm and viral, trend-driven content, which keeps users hooked for extended periods.
• Instagram Reels: Similar to TikTok, Instagram Reels also appeals mostly to the 18-24 age group, accounting for 30.8% of its users. It is popular among young adults who enjoy visually appealing content and the integration with the broader Instagram platform for photos and Stories.
• YouTube: YouTube Shorts targets a slightly older demographic, with its largest user group being 25-34 years old (21.2%). Unlike TikTok, YouTube benefits from its connection to the broader YouTube ecosystem, providing opportunities for more in-depth engagement through longer videos and channel subscriptions.

YouTube also has an advantage because it can use all of Google’s data to create more precise audience targeting, thanks to being part of the same parent company, Alphabet. This means that YouTube Shorts isn’t just a standalone feature. It’s woven into a data-rich environment where targeting is far more refined compared to TikTok or Instagram.

Brands and creators should leverage this multi-platform environment, using TikTok for its trending power while tapping into YouTube’s longer content features to foster a stronger connection with audiences. Having a YouTube channel allows creators to build a subscriber base and provide a platform for deeper engagement through content like YouTube Shorts.

From our perspective as an agency that specializes in YouTube Shorts and TikTok ads, we see YouTube’s updates as clear indication that they’re pushing toward connecting short-form video viewers with the rest of the platform, something TikTok lacks. And it’s especially important for creators who want to funnel Shorts viewers into more in-depth content in the pursuit of boosting overall engagement.

What’s Next for YouTube Shorts vs TikTok?

YouTube Shorts’ move to 3-minute videos is a bold, not entirely surprising, attempt to close the gap with TikTok.

However, creators should still be wary about this change. It may be tempting to produce longer Shorts immediately, but until YouTube’s algorithm catches up, focusing on shorter content might still be the better strategy. Short-form videos are here to stay, but success will depend on how creators adapt their strategies across different platforms.

TikTok may have set the gold standard for short-form video, but YouTube offers a more holistic ecosystem for those looking to bridge short, engaging content with longer, more in-depth videos. The coming year will be telling—whether TikTok manages to remain a key player, or whether YouTube will finally surpass it by providing a well-rounded content experience.

The bottom line? 2025 might just be the year where we see YouTube Shorts take the lead—but only time will tell.

If you’re ready to level up your brand’s engagement through short-form video, Single Grain’s short-form video experts can help!👇

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Enter customer-generated content (CGC), a specific type of UGC that focuses on content from customers who have firsthand experience with a brand’s products or services.

In this post, we look at the difference between UGC and CGC. Knowing the difference is important for marketers and content creators and can help you craft strategies that engage audiences more effectively and authentically.

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Understanding UGC and CGC

User-generated content (UGC) includes any content created by users on digital platforms without being asked by brands. This could be a tweet about a loved coffee shop or a blog post about a trip. UGC is important because it helps build community and engagement, letting users share their thoughts and opinions freely.

Customer-generated content (CGC), however, is about content from customers who have used a brand’s product or service. This ranges from videos of opening a product to detailed reviews on social media. CGC is very valuable because it is genuine and helps build trust with potential customers, making it a strong tool for influencing their choices.

Why should this matter? Well, 69% of people use some type of social media, and estimates vary but between 80% and 90% of people are more likely to trust a brand that’s recommended to them, even if it’s by strangers: 

Let’s look more into what makes UGC and CGC different, focusing on their unique features and effects:

• UGC is wide-ranging and can be about anything, not just brand experiences.
• CGC is more focused, coming from customers sharing their experiences with products or services.
• CGC’s realness leads to higher trust and credibility, which can influence others more than UGC.
• While UGC broadly builds community and engagement, CGC offers specific, useful insights into a brand’s products.

Key Takeaway: Understanding the difference between UGC and CGC is crucial for using their strengths to build brand trust and engagement.

Key Differences Between UGC and CGC

The main difference between UGC and CGC is who creates the content. Anyone online can create UGC on any topic, whether it’s about a brand or not. This makes UGC flexible but not very specific:

CGC, however, comes from customers who have used a brand’s products or services, giving focused and relevant feedback. Here’s an example of a CGC by a Starbucks customer: 

Another key difference is the reason for sharing the content. UGC is often shared for fun, to inform, or to express oneself, without aiming to promote a brand. 

In contrast, CGC is shared to talk about specific experiences with products or services, offering valuable feedback for brands and potential customers.

With these differences in mind, here are some tips for using UGC and CGC in your content strategy:

• Encourage UGC by running contests or challenges on social media to get more visibility and engage your community.
• For CGC, set up a system or rewards program that makes it easy and appealing for customers to share their experiences.
• Use UGC to show the wider appeal and community around your brand, improving its image and trust.
• Use CGC in your marketing materials and on product pages to provide real evidence of satisfaction and quality.

Key Takeaway: By knowing and using the differences between UGC and CGC wisely, brands can increase engagement, build trust, and encourage more sales.

Final Word on UGC vs. CGC

Understanding the difference between user-generated content (UGC) and customer-generated content (CGC) is important if you want to build real connections and loyalty with your brand’s audience.

When you use both UGC and CGC in your marketing, you’re not just showing off your community’s voice but also the real stories of your customers. This strategy can make your brand seem more authentic, trustworthy, and attractive in a competitive market.

If you’re ready to level up your digital marketing, Single Grain’s marketing experts can help!👇

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When you make your content match what’s currently popular, you’re diving into a pool of increased interest and engagement. Taping into the latest trends is not just good; it’s essential for making sure your content reaches as many people as possible. 

In this post, we’ll explore the impact of social media trends on content engagement and discuss how to adapt your content strategy to capitalize on these trends.

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The Influence of Social Media Trends on Content Engagement

Trending topics on social media have a big impact. When your posts connect with these hot topics, they can reach more people and get more interaction. These topics are already on everyone’s mind, so people are more likely to engage with related content.

You have to understand engagement metrics if you want your content to be seen and shared more on social media. Metrics like likes, shares, and comments tell you how much your audience likes your content.

High engagement means your content is more likely to appear at the top of user feeds, as algorithms favor popular content.

Here are some strategies to use trending topics to increase your content’s engagement:

• Watch for trending hashtags and use them in your posts when it makes sense. Use tools like Google Trends or Exploding Topics to identify opportunities in your region:

• Look at viral content to learn what makes it click with people. Check out our guide on the A-to-Z of viral marketing to learn more. 
• Talk to your audience by asking questions or inviting them to share their views on trending topics. Your brand will grow more rapidly if you work on creating a loyal audience base.
• Use social media analytics tools to see which types of content get the most engagement. There are many different tools you can use to keep track of new users, views, impressions, clicks, conversions, and other metrics. 

Key Takeaway: To use social media trends effectively, you need to know what topics are currently popular and how engagement metrics can make your content more visible.

Adapting Content Strategy to Social Media Trends

If you are to adapt your content strategy to new trends, then you have to keep up with the latest news. Craft a content framework to guide the creation, distribution, and management of your content in various formats like videos, stories, or live streams:

Try to strike a balance between leveraging trends and staying true to your brand. Jumping on every trend might get you short-term engagement, but staying authentic ensures a loyal following. 

Here are some tips for adapting your content strategy to social media trends:

• Regularly review social media platform updates to take advantage of new features. YouTube, for example, is the most-used social media platform and second most popular search engine after Google, and it offers many features to help content creators: 

• Experiment with different types of content to see what works best with trending topics. If your goal is conversions, then experiment with different content for each stage of the marketing funnel. 
• Always consider your brand’s voice when engaging with trends to maintain authenticity. Your branding should always be a key part of your marketing strategy. 

Key Takeaway: Adapting your content strategy to current social media trends requires a balance between trend participation and brand authenticity.

Final Word on Social Media Trends and Content Success

Using social media trends is a great way to make your content popular and engaging. There’s a strong link between trending topics and how visible your content is, and this offers a great chance for your posts to become viral if you use these trends wisely.

As we’ve discussed, it’s important to keep up with social media trends, create content that resonates with your audience, and make sure your use of trends stays true to your brand. 

The digital world keeps evolving, and your strategies should too. Always be ready to try new things, learn, and most importantly, engage with trends without losing your unique voice!

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But now, there’s a seismic shift toward showing content that matches what users are interested in (the “interest graph”) instead of just connecting with people they know (the “social graph”). This change from focusing on social connections to focusing on users’ interests has greatly altered how we interact with content on these platforms.

In this post, we’ll explore the shift from the social graph to the interest graph in social media algorithms, why feeds now favor interests over friends, and the impact of these changes on content creators and users.

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The Shift from Social Graph to Interest Graph in Social Media Algorithms

Having a grasp on how social media algorithms decide what content to show you is crucial in today’s digital world, and even moreso for digital marketers trying to position their brand(s) on social channels.

These decisions are made by algorithms, which use many factors to rank content. In the past, platforms mainly used the social graph, which is basically all about the number of followers you have (Twitter used to operate this way back in its heyday, and still does to some extent).

But now, there’s a big change toward favoring the interest graph. This new method values content that matches your interests and activities more than your social connections. It’s a change that recognizes users have varied interests and aims to show them content they will find engaging and interesting.

With this, the potency of your content is considered less by how many followers you have, and more about the relevancy of the content contained the content and how it appeals to the user’s… well, interests!

Social Graph

• Personal connections: Emphasizes relationships and connections between users. It maps how individuals are connected through friendships, family ties, and professional relationships.
• Followers-based: Content visibility is influenced by whom you follow and who follows you. The focus is on expanding one’s network through existing connections.
• Engagement within network: Interaction such as likes, comments, and shares within a user’s network influences the content they see.
• User identity: Central to content delivery, meaning who you are (your profile, your connections) dictates what content you see.

Interest Graph

• Content quality: Focuses on the relevance and quality of content rather than on who posts it or even the frequency of posting on social media. Algorithms prioritize showing content that aligns with a user’s interests, regardless of personal connections.
• Interest-based: Users see content based on their individual preferences, past interactions with similar content, and predicted interests.
• Engagement with content: Interaction is driven by content’s relevance to the user’s interests, which can lead to discovering new creators and communities outside one’s direct network.
• User behavior: Central to content delivery, meaning what you do (your likes, shares, content you engage with) shapes the content you are shown.

To help digest this a little further, consider these points:

• Interest-based social media algorithms look at what you’ve interacted with before to guess what you might like, showing you a wider range of content beyond just your friends or followers. Instagram’s algorithm is known for doing this with their Search and Explore feeds.
• Platforms like TikTok and Instagram are doing well with this approach, showing users content they’re likely to enjoy, no matter who it’s from.
• For those who create content, this means the quality and relevance of what you make are more important than ever. These factors greatly affect whether people will see and interact with your content.

Key Takeaway: Moving from social graph to interest graph in social media means the relevance of content is now key to getting user attention and driving content discovery.

Why Feeds Favor Interests Over Friends

The social graph model keeps us connected with people we know, but it might limit our exposure to new and different content we could enjoy. It assumes we’re most interested in what our friends are sharing. But, our interests can grow beyond our current circle, making this model somewhat restrictive.

The interest graph model, however, opens up our content world. If we look at what we like, share, and spend time on, it shows us a feed that’s more in tune with our preferences. This ultimately helps us find new topics and creators that match our current interests, making our time on social media more exciting and tailored to us.

Here’s how this change affects our daily social media use:

• TikTok, for example, uses what we’ve interacted with before to introduce us to new creators and groups, keeping our feed interesting.
• Instagram’s Explore page changes to show us content from people we don’t follow, based on our past likes and interactions.
• For content creators, using the interest graph means making content that not only appeals to current followers but also attracts new ones through common interests.

Key Takeaway: Focusing on interests rather than just friends in our social media feeds brings us content that’s more aligned with what we enjoy. This changes the way we discover and engage with new content and creators.

The Impact on Content Creators and Users

The move to content based on interests affects content creators a lot. They must now focus on making content that is not just good quality, but also very interesting and relevant to what the audience likes. This means they need to really understand who their audience is and come up with creative content that matches their interests.

For users, the advantages are clear. They get a social media experience that is more tailored to them, with feeds full of content that matches their interests and passions. This personalized approach makes it easier for users to discover new creators and topics they enjoy. However, it’s important for users to be mindful of their feeds to avoid getting stuck in a bubble of similar views.

Here are some tips for both content creators and users in maneuvering social media algorithms:

• Content creators should use analytics tools to get to know their audience better and shape their content strategy around this knowledge.
• Interact with your audience by asking what they think and watching how they respond to improve your content over time.
• Users should make an effort to check out new topics and creators to keep their feeds varied and avoid the filter bubble effect.
• Both creators and users should take time to review and tweak their platform settings regularly to make sure they’re seeing a good mix of content.

Key Takeaway: It’s important for both creators and users to understand and adapt to the move from social to interest-driven content to get the most out of their social media experience.

Last Thoughts on Navigating Changing Social Media Algorithms

Understanding social media algorithms is important for both users and content creators to use these platforms well.

As we move from a social graph to an interest graph, it’s key to adapt to the changing ways we interact with social media. For users, this means your feed will better match what you like and are interested in. For content creators, it’s about making content that truly connects with and captures your audience.

So, how will you adjust your content output to appeal to social media algorithms? We’d love to hear your how you’re tackling it!

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If you’re ready to level up your social media marketing, Single Grain’s marketing experts can help!👇

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The main challenge is getting attention in a space full of talented individuals. This requires a well-optimized LinkedIn profile, creative ads, and real stories from founders to truly make an impact and connect with your audience.

In this post, we’ll take a look at how you can accomplish these three things and provide actionable tips for making your LinkedIn standout.

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Optimizing Your LinkedIn Profile

If you’re a founder or marketer, having a great LinkedIn profile is key to your success. It’s more than a résumé; it’s where you share your unique story, show off your successes, and meet others in your field.

Of course, LinkedIn is also the most popular platform B2B lead generation, and there’s no better channel for driving quality leads:

A good profile not only catches the eye but also helps you seem trustworthy and reliable in your network. Think of your LinkedIn profile as your online shop window. Just like a well-arranged window attracts more shoppers, a well-made profile will get you more connections.

From a professional picture to an engaging summary, every part of your profile should show who you are professionally and what you stand for:

Below are some tips to make your LinkedIn profile better:

• Pick a professional picture that shows who you are in your field. Use a high-resolution image that’s 400 x 400 px and make sure that your face is at least 65% of the image.
• Write an engaging summary that shows off your achievements, skills, and what makes you different.
• Show endorsements and recommendations to add credibility.
• Make your profile URL simple and professional.
• Use important keywords in your profile to help people find you easier.

Key Takeaway: Having a well-made LinkedIn profile is vital for making good connections and standing out online.

Leveraging LinkedIn Ad Creatives

Ads on LinkedIn have the potential to reach just over 16% of the world’s online population. It’s reach isn’t as vast as Google or Facebook, but it’s still significant:

Exploring LinkedIn ad creatives can open new ways to reach your target audience. With the right ad, you can directly show your value to the professionals most interested in what you offer. This precise targeting makes LinkedIn ads effective and a good investment.

Creating engaging ad content is about more than catching attention; it’s about keeping it long enough to share a clear message. Your ads should clearly show what makes your offer special and why the viewer should care.

Adding strong calls to action (CTAs) encourages quick responses, moving viewers closer to your business goals.

Below are some actionable tips to make the most of your LinkedIn ad creatives:

• Be clear about your value proposition in your ad copy to ensure your audience understands what you offer.
• Use high-quality images or videos to grab attention and deliver your message more effectively.
• Try different ad formats to discover what works best for your audience. Whether it’s sponsored content, InMail, or text ads, each type has its benefits.
• Use A/B testing with your ads to improve messaging, visuals, and CTAs based on actual performance data.

Key Takeaway: When done well, LinkedIn ad creatives can greatly improve your visibility and engagement on the platform.

The Importance of Founder Involvement in Pitches

When founders are involved in LinkedIn pitches, their effectiveness can greatly increase. It’s unsurprising that LinkedIn is popular among founders, with an estimated 97% of Fortune 500 CEOs having profiles on the platform.

Business leaders know sharing personal stories, milestones, and insights adds authenticity and depth to the pitch, and this personal touch is crucial in a platform full of professionals and marketers:

But how can founders stay involved without overdoing it? The key is to find the right balance. Founders can keep their pitches personal and impactful by engaging selectively and using their teams’ strengths, without overextending themselves.

To help founders get the most from their LinkedIn pitches, here are some useful tips:

• Use video to directly share your passion and vision with your audience.
• Tell stories that reveal the human side of your business journey, making your pitch more engaging.
• Choose to engage in conversations where your expertise or unique value shines.
• Work with your team to keep your messaging consistent while highlighting your personal voice.

Key Takeaway: Founder involvement adds a unique authenticity to LinkedIn pitches, helping them stand out in a crowded market.

Final Word on Standing Out on LinkedIn

To stand out on LinkedIn today, you need a mix of personal branding, creative advertising, and real storytelling. Having a profile that’s fully set up, using ads creatively, and adding a personal touch when you reach out are important for making a lasting impression.

Try out these methods with an open mind and be ready to change based on what works. By keeping an eye on the feedback and results, you’ll find out what your audience likes and make a unique place for your brand on LinkedIn.

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Netflix’s recent strategy of posting clips on social media platforms exemplifies this trend, revealing a sophisticated approach to content marketing that leverages snippets of their extensive catalog to captivate an online audience.

This blog post explores the impact of posting clips on social media, how it enhances viewer engagement, and the broader implications for content strategy in the streaming era.

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The Power of Clips in Social Media Marketing

Social media clips, ranging from short teasers to longer segments, serve as an effective tool for capturing the limited attention span of digital audiences. These clips are designed to be easily consumable, shareable and enticing enough to drive traffic from social media platforms back to the company’s main service — in this case, Netflix’s streaming platform.

Netflix’s strategy involves a calculated selection of clips from their popular shows and movies, which are then posted across various social media platforms including YouTube, Instagram and TikTok.

For instance, for the popular show Grace and Frankie, Netflix posts trailers, bloopers, behind the scenes, and fun shorts like “Top Things I Learned From Grace & Frankie” on YouTube:

This approach helps maintain top-of-mind awareness and, with the right social media clips, gets viewers excited about going to the streaming platform to watch the full episode/season/series.

And, of course, Netflix wouldn’t be Netflix if they didn’t know how to meticulously select clips that highlight the most intriguing, funny or dramatic moments of their shows and movies.

Netflix’s strategic content curation turns clips into mini advertisements, packed with appeal — and a CTA back to their platform.

Cross-Platform Engagement

By distributing these clips across multiple social media platforms, Netflix takes advantage of the unique features and audiences of each one. For instance:

• On YouTube, longer clips can delve deeper into storylines, appealing to users who are seeking more comprehensive previews.
• Instagram, with its visual focus, is ideal for eye-catching moments and behind-the-scenes content that cater to a visually-oriented audience.
• TikTok, known for its viral nature, suits quick, catchy clips that are likely to be shared and recreated by users.

Each platform thereby serves as a conduit that funnels viewers with varying preferences and behaviors towards Netflix’s streaming service.

Netflix’s clip strategy is not an isolated tactic. It’s part of a broader cross-promotional campaign that includes advertisements on other media platforms. For instance, while Netflix posts content on YouTube (both full movies and clips), it also engages in reciprocal advertising, where platforms like YouTube can place their ads on Netflix, creating a synergistic relationship that benefits both entities.

Netflix just…uploaded a full film to YouTube.

An Oscar-nominated film of duration 1hr 38m, with 2M views in 4 days.

This sets super important precedents:

1. More big companies may follow suit and try it

2. Unprecedented ability to launch new IPs at scale

3. Macro view… pic.twitter.com/2Azi6T9CT0

— Dabi (Dr David Liu) (@dabidoYT) February 24, 2024

Benefits of Posting Clips on Social Media

Netflix uses sophisticated algorithms to analyze viewer preferences and social media trends, allowing them to tailor their clip selections to the tastes of diverse demographic groups. By highlighting the most engaging scenes — be it thrilling sequences, funny moments or poignant dialogues — Netflix effectively uses clips as teasers that entice viewers to discover more.

Here are a few benefits of a social media clip strategy:

Enhanced Discoverability and SEO

Social media clips help improve discoverability through SEO tactics. When these clips go viral, they generate substantial online conversations and sharing, which boosts the visibility of Netflix’s content in search results.

Plus, the use of targeted hashtags and trending topics related to the clip can enhance visibility on the platforms themselves, connecting with audiences who may not be direct followers of Netflix but have shown interest in similar content.

Building Community and Viewer Loyalty

Clips help encourage a sense of community among viewers because when they comment, share and interact with these video clips, they feel part of a larger fan base.

Netflix’s strategy also extends to the creation of superfan pages and show-specific accounts on platforms like YouTube and Facebook, such as:

• Stranger Things
• Bridgerton
• Squid Game
• The Witcher
• Cobra Kai

These pages focus on deeper engagement with dedicated fan bases that can “nerd out” on their favorite shows and movies, and who doesn’t love doing that? And Netflix can further engage with this community by responding to comments, creating polls and encouraging viewer participation in promotional events, deepening the viewer’s connection to the brand.

By nurturing these communities, Netflix creates a viral loop where fans are more likely to share content within their networks and, thus, the streaming platform increases the reach and impact of their marketing efforts.

Analytics and Feedback for Future Productions

Netflix can use the analytics from the performance of different social media clips to gather insights into audience preferences and trends. This feedback is invaluable for shaping future marketing campaigns and content creation. If certain types of clips generate more engagement or viewership, Netflix might consider exploring similar themes or storytelling techniques in their upcoming projects.

Cost-Effective Marketing

Finally, the use of clips is just, plain and simple, a cost-effective marketing strategy. Instead of creating entirely new content for advertisements, Netflix just uses existing content to engage potential subscribers. This approach not only reduces production costs but also maximizes the return on investment from already produced shows and movies by extending their utility and exposure beyond traditional viewing on the platform.

The Role of Social Media Clips in Driving Traffic

The primary goal of posting clips on social media is, of course, to drive traffic back to Netflix’s main platform. Each clip serves as a gateway, offering potential subscribers a glimpse of the high-quality video content available behind the paywall. The strategic use of call-to-action elements, such as direct links to watch the full movie or series, simplifies the transition from casual viewer to subscriber.

In the description section of each clip, Netflix explains who they are, why you should sign up – “Members can watch as much as they want, anytime, anywhere, on any internet-connected screen…, all without commercials or commitments.” – and provides a link to their website:

Also, by analyzing the performance of these clips — including view counts, engagement rates, and follow-through rates on CTAs — Netflix can fine-tune its marketing campaigns in real time, allocating resources more efficiently and maximizing return on investment.

Here’s how these clips encourage users to move from YouTube to Netflix’s site, instead of just staying on YouTube to watch free clips:

• Teaser Effect and Content Sampling. Netflix uses social media clips as teasers – kind of like movie trailers. These short segments give audiences a taste of the full product without satisfying their curiosity entirely. By design, these clips include compelling scenes that leave viewers wanting more, which can only be fulfilled by watching the full episode or film on Netflix.
• Incremental Content Revelation. The clips posted on platforms like YouTube are often carefully selected to reveal just enough to intrigue viewers but not enough to provide full closure. This incremental content revelation creates a narrative gap or an “information gap” that viewers feel compelled to close by visiting Netflix to watch the entire content. This is particularly effective with serialized content, where clips from a series can lead to binge-watching entire seasons.
• Exclusivity and Time-Limited Content. Sometimes Netflix might release exclusive or time-limited content on social media. Viewers are aware that to access these shows or movies in their entirety, and often in a higher quality or without interruptions, they would need to switch to Netflix. This limited availability on social media platforms enhances the value of having access to the full content library on Netflix.
• Leveraging FOMO (Fear of Missing Out). Netflix clips often play on the social phenomenon of FOMO. When viewers see clips of trending shows or movies, and these clips are widely discussed online, potential viewers don’t want to feel left out of the cultural conversation. This social pressure can drive people to subscribe to Netflix to be part of the ongoing social discourse.
• Quality and Uninterrupted Viewing Experience. YouTube provides a platform for watching video clips (and some full movies or shows, but often with ads or only a limited number of episodes). But Netflix offers a superior viewing experience for full-length content with better video quality, no ads (for most subscription plans), and a more user-friendly interface for binge-watching, which they remind you of in the description of each video clip. For viewers seeking a more immersive and uninterrupted experience, migrating from YouTube to Netflix is a logical step.

Netflix basically uses social media clips as a funnel to convert viewers into subscribers, using both the content and the platform’s features to drive traffic from free viewing environments like YouTube to their paid service.

Challenges and Considerations

The benefits of using social media clips are fairly obvious, but there are also a few challenges that companies must be aware of.

The primary concern is the balance between promotional content and user experience. Overloading social media feeds with promotional clips can lead to viewer fatigue and potentially dilute the perceived value of the content:

Another concern are copyright and intellectual property issues, especially as clips are shared and potentially modified by users across platforms. Ensuring that content distribution complies with legal standards while still engaging viewers is a delicate balance that requires ongoing attention and adaptation.

Also, clips might reveal too much information and lead to spoilers, ruin viewers’ experience and deter them from watching the full content. And if the clips do not resonate well with people or if they misrepresent the tone or quality of the show or movie, they may generate negative feedback and discourage viewership.

Last Word on Social Media Clips as a Strategy

Netflix’s strategy of using social media clips as a tool for engagement and traffic generation illustrates how to do marketing in the streaming age. By effectively using social media clips, Netflix not only enhances their visibility and subscriber base but also sets a benchmark for content marketing that other companies can aspire to.

As the online ecosystem becomes more intertwined, the strategic use of social media clips will play an increasingly important role in the marketing strategies of content-driven businesses, particularly if it continues driving engagement and growth in a competitive market.

If you’re ready to level up your content’s reach, Single Grain’s content marketing experts can help!👇

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For more insights and lessons about marketing, check out our Marketing School podcast on YouTube.

The post Netflix’s Strategic Use of Social Media Clips to Drive More Traffic appeared first on Single Grain.