TikTok’s algorithm surfaces new accounts. This has led some entrepreneurs to take a “wide-base” or “horizontal” method 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 complete views than if the corporate had shared these short-form movies solely on a single account.
New Heights
The wide-base account technique seems most typical with content material creators.
For instance, think about Travis and Jason Kelce’s “New Heights” podcast, probably the most well-liked U.S. sports-related exhibits.
“New Heights Present” is among the hottest sports activities channels in america.
The present’s main TikTok account, @newheightshow, has 3.9 million followers.
In accordance with a person conversant in the podcast, a number of different accounts publish the present’s content material beneath totally different names, corresponding 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 method is noteworthy as a result of the first metric is what number of instances people watch the content material. The follower rely — usually the lead KPI for social media advertising and marketing — is secondary.
A hypothetical instance would possibly assist. Think about you’re the marketer at Price Brothers, a model that makes cocktail bitters and egg replacers for drinks such because the traditional whiskey bitter.
Your content material advertising and marketing efforts embody a sequence of cocktail recipe movies.
The recipe movies are comparatively lengthy and printed 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. Price Brother’s main account could obtain essentially the most views, however the wide-base accounts would contribute, too.
If the intention is to promote extra cocktail bitters and egg replacers, extra video views might result in extra clients visiting the model’s on-line store. Mission completed.
Secondarily, these short-form clips introduce viewers to the long-form recipe present and the first Price Brothers account.
Account Concepts
Publishing an identical clips on a number of accounts is probably going efficient, however a little bit selection doesn’t harm both. Right here is an instance.
- Major account. Named after the enterprise, this account publishes the entire clips and will have its deal with (title) proven on the clips.
- “Clips” account. This one has a deal with corresponding to “FeeBrothersClips.” It republishes nearly every thing from the first account.
- “Followers” account. This one additionally republishes practically every thing from the first account.
- “Better of” account. Named with “finest” 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.
Comply with an identical sample to create a large base of small accounts.
Quick-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 monitor when clips correspond to will increase in visitors and transactions.
For finest wide-based outcomes:
- Use the correct 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.
- Hold 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.
- Submit constantly. Quick-form video platforms usually have a goal cadence. WordStream, an company, recommends publishing one to 4 instances every day for every TikTok account.
- Present merchandise in use. Keep in mind the hypothetical Price Brothers instance. A protracted-form cocktail recipe exhibits 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 finest when it’s humorous and informative. Don’t be afraid to make viewers snort.
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 finest on TikTok, though it’s price testing on any social media community.
