TikTok’s algorithm surfaces new accounts. This has led some entrepreneurs to take a “wide-base” or “horizontal” strategy to short-form video promotion.
With this tactic, a enterprise owns a number of TikTok accounts. Every publishes the identical or comparable movies. The tactic goals to earn extra whole views than if the corporate had shared these short-form movies solely on a single account.
New Heights
The wide-base account technique seems commonest with content material creators.
For instance, think about Travis and Jason Kelce’s “New Heights” podcast, probably the most widespread U.S. sports-related reveals.
“New Heights Present” is without doubt one of the hottest sports activities channels in the USA.
The present’s main TikTok account, @newheightshow, has 3.9 million followers.
In keeping with a person accustomed to the podcast, a number of different accounts publish the present’s content material beneath totally different names, equivalent to @newheightsfootball, @newheightsrewind, and @newheightsclips.
“New Heights Soccer” publishes practically the identical content material as “New Heights Present.”
Views earlier than Followers
The wide-base technique goals to get extra views and earn extra followers. The strategy is noteworthy as a result of the first metric is what number of occasions people watch the content material. The follower rely — typically the lead KPI for social media advertising and marketing — is secondary.
A hypothetical instance would possibly assist. Think about you’re the marketer at Charge Brothers, a model that makes cocktail bitters and egg replacers for drinks such because the basic whiskey bitter.
Your content material advertising and marketing efforts embody a collection of cocktail recipe movies.
The recipe movies are comparatively lengthy and revealed on X and YouTube. And every episode is sliced up into quick clips. With the wide-base technique, the model would launch these clips beneath a number of distinctive, albeit small, accounts.
TikTok’s algorithm would floor all of the movies to related customers, increasing or widening the influence. Charge Brother’s main account could obtain essentially the most views, however the wide-base accounts would contribute, too.
If the goal is to promote extra cocktail bitters and egg replacers, extra video views might result in extra prospects visiting the model’s on-line store. Mission achieved.
Secondarily, these short-form clips introduce viewers to the long-form recipe present and the first Charge Brothers account.
Account Concepts
Publishing similar clips on a number of accounts is probably going efficient, however a bit of selection doesn’t harm both. Right here is an instance.
- Major account. Named after the enterprise, this account publishes the entire clips and should have its deal with (title) proven on the clips.
- “Clips” account. This one has a deal with equivalent to “FeeBrothersClips.” It republishes nearly all the pieces from the first account.
- “Followers” account. This one additionally republishes practically all the pieces from the first account.
- “Better of” account. Named with “greatest” or “bestof” within the deal with, it publishes top-performing and high-priority clips.
- “Errors” account. This account shares clips that includes bloopers or behind-the-scenes motion from the first present. These clips could also be distinctive, sharing the message and implied product promotion.
Observe the same sample to create a large base of small accounts.
Brief-form How-to
Entrepreneurs ought to monitor short-form views throughout all accounts. Follower rely, the secondary KPI, is measured just for the first account.
To attach views to gross sales, embody a coupon code within the clips or in any other case observe when clips correspond to will increase in site visitors and transactions.
For greatest wide-based outcomes:
- Use the right format. Even when your main movies are in a normal horizontal format, make vertical clips for TikTok, Instagram Reels, YouTube Shorts, Snapchat, and X movies.
- Have a transparent hook to seize consideration. This is likely to be a picture, the video clip’s title, or a thumbnail.
- Maintain it quick. Seasoned entrepreneurs usually advocate 11-to-17 seconds for TikTok, about 10 seconds for Instagram Reels, and as much as a minute for YouTube Shorts, X, and Snapchat.
- Publish persistently. Brief-form video platforms typically have a goal cadence. WordStream, an company, recommends publishing one to 4 occasions every day for every TikTok account.
- Present merchandise in use. Keep in mind the hypothetical Charge Brothers instance. A protracted-form cocktail recipe reveals the corporate’s bitters in use. Do the identical whether or not you promote garments or energy instruments.
- Use humor. A brief-form video is usually greatest when it’s humorous and informative. Don’t be afraid to make viewers snigger.
Execution
This wide-base video clip technique is supposed to supply comparatively extra short-form video views than a enterprise can generate from a single account. It seems to work greatest on TikTok, though it’s price testing on any social media community.
