never take TikTok for granted again

The last 72 hours have been a rollercoaster for those of us that create video content online.

Thankfully, both TikTok and CapCut are back up and running (as of right now)

During this time I realized how powerful both apps are for content creation and especially, distribution.

If you haven’t been posting on TikTok because you think “the audience is not quality”, I urge you to reconsider.

Every one of my clients that posts on both platforms see more and higher quality engagement on TikTok than on Instagram.

For example, one of my clients is newer to social media (started consistently posting mid 2024) with a smaller following:

The same exact 5 videos were posted on both TikTok and Instagram:

Instagram (600 followers)

• Views: 5,141

• Likes: 28

• Comments: 0

• Shares: 0

• Saves: N/A

• Engagement Rate*: 0.5%

TikTok (110 followers)

• Views: 1,998

• Likes: 54

• Comments: 8

• Shares: 5

• Saves: 5

• Engagement Rate*: 3.4%

Here are some of the comments from TikTok:

From what I can tell TikTok is the best short-form content platform for B2C traffic and Instagram is better for with B2B leads (making referral partner connections)

My point is: TikTok is a powerful app. If it was just a silly app for kids then there wouldn’t be such a big effort from the government & supreme court to ban it and then bring it back.

You don’t have to do anything different, just take it seriously as another channel to distribute your content if you want local, B2C traffic.

My next post will be about the two other big benefits of TikTok so stay tuned!

Happy New Year, go create!

- Cyrus

*Engagement rate calculated as likes + comments + shares / views