Wide-base Strategy for Short-form Videos

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, take into account Travis and Jason Kelce’s “New Heights” podcast, one of the vital standard U.S. sports-related reveals.

“New Heights Present” is likely one of the hottest sports activities channels in the USA.

The present’s major TikTok account is @newheightshow, which has 3.9 million followers.

In accordance with a person aware of the podcast, a number of different accounts publish the present’s content material underneath totally different names, comparable to @newheightsfootball, @newheightsrewind, and @newheightsclips.

Screenshot of video on "New Heights Football" account on TikTok.

“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 of us watch the content material. The follower depend — 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 Payment 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 embrace a sequence 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 underneath a number of distinctive, albeit small, accounts.

TikTok’s algorithm would floor all of the movies to related customers, increasing or widening the impression. Payment Brother’s major account might obtain probably 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 may result in extra clients 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 Payment Brothers account.

Account Concepts

Publishing an identical clips on a number of accounts is probably going efficient, however slightly selection doesn’t damage both. Right here is an instance.

  • Main account. Named after the enterprise, this account publishes all the clips and will have its deal with (title) proven on the clips.
  • “Clips” account. This one has a deal with comparable to “FeeBrothersClips.” It republishes nearly all the things from the first account.
  • “Followers” account. This one additionally republishes practically all the things 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.

Comply with the same sample to create a large base of small accounts.

Quick-form How-to

Entrepreneurs ought to monitor short-form views throughout all accounts. Follower depend, the secondary KPI, is measured just for the first account.

To attach views to gross sales, embrace a coupon code within the clips or in any other case observe when clips correspond to will increase in visitors and transactions.

For greatest wide-based outcomes:

  • Use the right format. Even when your major movies are in an ordinary horizontal format, make vertical clips for TikTok, Instagram Reels, YouTube Shorts, Snapchat, and X movies.
  • Have a transparent hook to seize consideration. This may be a picture, the video clip’s title, or a thumbnail.
  • Preserve it quick. Seasoned entrepreneurs sometimes 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.
  • Put up constantly. Quick-form video platforms typically 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 Payment Brothers instance. An extended-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 snort.

Execution

This wide-base video clip technique is supposed to provide 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 value testing on any social media community.

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