Why “more is not always more” for publishers on Tiktok

Publishers have been told that there is “no magical formula” for TikTok but that they should focus on quality over quantity to increase how many people see their videos.

Brands were also given advice on how to think as an influence and told them that they can jump on Tiktok Trends without working for “crawling” on a video panel at the PPA festival in London last month.

Edward Lindeman, head of the publishing business in TikTok in the UK, said that although there is “no magical formula” to get great reach on the platform, the algorithm which is the “secret sauce” for it for you feed focuses on the “quality of” content “

“So some of the most important things we know it is looking at are the complementary degree for the video,” he said. “Does anyone see until the end? It is 100% completion. Do they look several times? It may be 200-300% completion. Do they share it, comment, like it?

“Probably most people sitting in this room are” yes, it is obvious “, but I think it was important to just say that this is the kind of important things like the platform, I think, and most other platforms , looks the same then and then it will use it to determine how many people to which the video will be distributed.

Lindeman continued: “The reason I set that context and that scene is that you can get to the platform and create lots and lots of videos, but if you don’t get very strong commitment and high completed prices – video quality points, let’s call it – Unless it is high, distribution will be relatively low.

“Tiktok is kind of different from other platforms in that regard because earlier if you built a large community on Facebook, Instagram or Youtube, the distribution you would get from that community and followers the base will be much, much higher than you would get through Tiktok.

“We believe that the best content should have the best range and therefore we really lean on the idea that the video quality points have a huge influence on how many will see it. So … really focus on the quality because if you publish twice a week, but each video makes 5-10 million video, your commitment and even your follower base will grow much faster than publish 20 videos a week running 5- 10,000 videos. “

Three pillars for publishers on TikTok: ‘Be entertaining, funny or informative’

Lindeman said that although most video vigids on TikTok come from “either the creator community or normal people who create and share content”, the platform “has tried to lean in and build large relationships with publishing partners” during the past year or two “causes we know that we know that In fact, our content ecosystem is not complete but really amazing videos that the publishers can produce ”.

When asked if publishers should think as an impact, he said: “If your thought process as an influencer is how can I create the best content, in our case video, for my audience and people who may not be in my audience or if they are not in my Society yet, but I would like to reach, then it is absolutely the right thought process.

“I think the difficult thing about media groups and publishing marks is that you do not have that individual, right?”

With reference to colleague Panelist Frankie Eshun, an influencer with his family whose greatest following Is on InstagramLindeman continued: “Frankie is Frankie and people will really buy her as the individual in the heart of that brand while it can be more difficult … If you are an organization you may have any recognizable faces that people will associate with that organization But there will not necessarily be someone that people can necessarily relate directly to.

“So I think at that time the challenge will be slightly larger, by having to make sure you offer value in different ways. And for short -shaped video, the best ways to make it are entertaining, fun or informative and educational. I think they are three really good pillars to build around. “

Jungle Creations CEO: Why “more is not always more”

Melissa Chapman, CEO of Social Publisher Jungle Creations whose portfolio includes food and cooking brand Twisted, said that they are increasingly trying to both inform and entertain – and that even if twisted is ultimately about how to cook, “it is no longer enough”.

One of its new format is therefore United Plates of America, which shows a dish from each state along with a history of its food culture.

“Younger audience wants to watch satisfying video while watching something else at the same time while doing something else,” Chapman said.

“It’s pretty scary that we kind of need three videos in one now. So when we put together our videos, we try to meet all these notes as much as possible. “

Chapman also told the event that “for us, more is not always more”.

She said: “At a basic level, the platforms will have a certain quota that you have to post regularly, must be consistent and so on and so on, but not post to post. So we try to trample that balance between often posts, so we are still here, don’t forget because there are many other people here and if you walk for an hour they can forget that you are there.

“But actually invest a little more in our format and almost try to keep people in that video longer so they live with us on a video after video level, rather than being with us for three seconds over 100 different videos that can be from anyone. “

Chapman said that Jungle, which was launched ten years ago, started by producing videos in studios with DSLR cameras and videos, producers, editors and a “whole creative brainstorm process in progress”.

“We overcomplicated it,” she said, leaving that Tiktok had “democratized to be a content creator” by simplifying editing in the platform and letting someone tell a story as long as they had a phone.

She continued: “Although it is really exciting for us as a publisher because suddenly our production tripled, we could do things faster and become more effective, it was also a challenge because our competition historically was other publishers and other people in the social space And then suddenly we fought for eyeballs with creative too (on) twisted … We thought okay, how do we start to act as a team of creative? “

This resulted in them increasingly “putting our people in front of the camera” and “telling their stories,” Chapman explained.

“Since I think in the end … Social is in its nature anti-social, we have never been more disconnected as a society than we are now, people are hungry for authenticity, for real life, for connection and creative have really been a Fantastic window in it in this type of social digital world.

“So for us it was how we work with creative and also learn from creators in how we change our voice tone and are less like a company and more like a collection of people around a shared passion.”

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