The How-To of TikTok

TikTok can be an intimidating platform when it comes to marketing strategies- the algorithm is seemingly random, making virality seem elusive to every user. However, there are a few best practices that can ensure a greater audience reach.

Use Insights

TikTok’s Business Account feature gives insight into your company’s demographic makeup, such as age and gender. These insights can be valuable when planning content because they can help identify optimal trends and times to post. Understand and interpret insights here.

Stay Consistent

Unlike other social media platforms, the TikTok algorithm rewards those who post more frequently. Posting once a day can be a challenge for many businesses and content creators, but the platform has adopted a more “casual” and “down-to-earth” setting. While videos need to be high quality, do not overthink aesthetics. Great content can easily be created without the perfect background or scene.

Serve Fresh Content

While posting frequently is a key best practice for TikTok, the platform recommends posting engaging and intentional content. Trends will be your best friend when it comes to reach. Make sure to stay current with sounds, music, effects, and transitions to serve relevant content to your audience. Sound is power for your videos; easily find the fastest-growing sounds on the app through the search feature. Other simple tips to remember are to post vertical videos, use trending and brand-related hashtags, add captions, and keep videos between 15 and 21 seconds.

Play to Your Niche

Tiktok has over 150 million users on the app with over half of 18-29-year-olds scrolling consistently. Because of the unique algorithm, niche products and services can gain a large following while also educating potential consumers. Within 30 minutes of downloading the app, the algorithm will start to understand the interests of the user and what videos will resonate the most. Don’t underestimate the power of strategically writing captions and hashtags. TikTok is becoming the primary search engine for users, and “TikTok SEO” will increase in importance. This is the perfect opportunity to find and carve your space into the app.

Advertising on TikTok

While TikTok can seem new and daunting, the platform is easy to use and allows for a huge international reach organically or through paid advertisements. Nielsen research shows that 43% of heavy TikTok users feel that the advertising seamlessly blends in with the organic content, leading to more engagement and clicks. Now is the perfect time to utilize your marketing budget on TikTok!

2023: What’s New on Social Media

It’s no secret that social media is ever changing, with companies merging, new policies, and adapting tastes of the public, businesses and marketers must learn to adapt to a revolving landscape. Modifying your marketing strategy to fit new tastes and policies is vital to having success online. Here are a few changes and trend predictions that you can expect from social media in 2023.

Pay Attention to Disruptors

Over the last 2 years we have seen the major social media platforms like Instagram and Facebook disrupted by growing channels like TikTok and BeReal. This will continue in 2023, with the introduction of the Metaverse. As the 3D parallel to the digital world, the Metaverse will be an augmented or virtual reality method to accessing the internet. With customized avatars and digital assets the virtual space will be an interactive, immersive, and hyper-realistic player in the digital economy. Jump on board with your company and invest in a space in the Metaverse to become an early adopter in 2023. Saks Off 5th & Instagram mogul “Betches” created the perfect example of an immersive experience with their virtual Holiday House.

More familiar to the world we are currently living in, a best practice for social media in 2023 is to utilize TikTok SEO. TikTok has become a major search engine player, creeping up on Google as a method to search for restaurants, products, and more. With new features like TikTok “local”, it becomes more important to start optimizing your brand content early to rank high on the TikTok search page. 

Focus on Engagement & Virality

Going viral has become a benchmark for success for many companies. But is it a credible marketing strategy, or just a buzz phrase? Predictions for 2023 show that Instagram, Facebook, and LinkedIn algorithms will continue to prioritize “likes” and engagement over the amount of followers, making virality a possibility for any user. This means it’s even more imperative to create interesting content because brands will have a greater opportunity to engage new prospects and build brand awareness. 

Short form videos will continue to drive as the leader of marketing content. All players in social media have adjusted their algorithms to favor bite-sized videos. Grab and keep the attention of users with punchy, high-quality content to cut through the noise. Multi-sensory experiences and interactive ads will also rise in popularity allowing the consumer to “experience” the brand and participate leading to more brand awareness and viewing time. 

Authenticity is King

New social media channels like TikTok and BeReal, grew in popularity and continued to soar in 2022. It’s important to pay attention to why and how these platforms gained their success. Users are now demanding authenticity rather than perfectly curated and filtered photos. Businesses are now expected to nurture authentic human connections, and in return, consumers will build an emotional connection with the brand. 

A brand will be more successful on social media by using authentic images of everyday life, user-generated content, and having a “personal presence” of company leaders on the pages. Dove and Daniel Wellington are great examples of brands that use primarily user-generated content. Because of this, users are encouraged to post themselves using their products, creating more brand awareness and community around the brand name.


Looking for help with your social strategy in 2023? Talk with FUEL about how to grow your digital presence and strengthen your brand.

Giving Tuesday: Cause Marketing & Social Impact

As a company in 2022, giving back is becoming more of an expectation than an added benefit for consumers. In a study by Foresters, they found that 91 percent of consumers expect companies to address social and environmental issues and give back to their local communities. With a generational shift and as a younger audience dominates the marketplace, cause related marketing and corporate responsibility will become critical for success.

Bridging the gap between promoting your efforts as altruistic rather than aspirational is a challenging path to navigate. However, when marketed thoughtfully and strategically your social impact can create positive association with your brand.

This Giving Tuesday, let’s talk about why your social and environmental impact matters, what to get involved in, and how to promote it.


Cause marketing is a partnership between a for-profit corporation and a nonprofit organization, such as a charity or foundation. This mutually beneficial agreement helps both parties: businesses are not only able to generate new traffic through these campaigns, but also establish brand loyalty and increase customer retention. For nonprofits, the partnership can increase cause awareness and support of their organization.

Not only does cause-related marketing have external benefits of attracting consumers, but also internally. These programs help attract new talent as well as retain current employees by creating a more engaging workspace.

Ultimately, cause marketing partnerships should be created for a company’s genuine desire to give back to the community. When relationships are created for this purpose, the program will translate positively to the public, employees and bottom line.

What to Get Involved In

Examples of successful cause marketing campaigns span from Ben & Jerry’s collaborating with nonprofits to promote general ethical issues like increasing voting knowledge and ability in low-income areas. Other companies have worked with nonprofits with similar goals to their brand, like Warby Parker and VisionSpring in their attempt to bring glasses and provide vision tests to impoverished areas.

Partnerships between nonprofit and for-profit organizations can be created because of shared interests like Warby Parker and VisionSpring, or by simply seeing a need that your business can help bring awareness to, like Ben & Jerry’s. Ensuring that the relationship is mutually beneficial and has a measurable impact should be the decisive factor in a choice of collaboration.


Authenticity is key when promoting cause marketing campaigns. Messaging should be focused on who and why your company is supporting. Instead of broadcasting programs with a full-scale media blitz, using small media publications and organic social media content can be more effective and resonate far more.

It’s important to consider that businesses will need to go “all in” on their efforts and do more than give money to good causes. Customers will want to see real action, including marketing campaigns emphasizing the importance of the nonprofit’s message, while showing company-wide immersion in backing a nonprofit’s ethical and sustainable values. Cause marketing is an effective solution that, if done correctly, can promise growth and customer retention for your business as well as awareness of the nonprofit. To learn more, contact [email protected] or visit our contact us page.

Simple Social Strategies

Whether you use Twitter, Facebook, LinkedIn, or Instagram, having a social media presence can increase brand awareness, humanize your brand, and allow you to reach your target audience and potential customers. However helpful it may be, utilizing social media for your brand may feel overwhelming. You may have questions like: what should I post? How often do I want to publish content? What do I want the brand voice to be? What graphic style do I prefer?

We can help you answer all those questions, but what will help your social media presence the most is to remember one thing: keep it simple.

Less is much, much more.

With over 3.96 billion social media users worldwide, it’s no wonder that social media can be overwhelming.

Anyone who regularly posts on Twitter knows how restrictive the character count can be. Even after the restriction was increased to 280 characters, it’s often challenging to fit your whole message into such a small space. However, by keeping your message short and sweet, a simple message can help your brand stand out.

Simple Social Strategies with FUEL Marketing

Although the limit for Facebook posts is 63,206 characters, the ideal length for a Facebook post is 40-50 characters, according to HubSpot. Especially in a space known for its rambling updates and overshares, keep your content focused on exactly what you want to say, without any extra frills. Focus on maintaining quality information and nixing any filler words. No need for complicated composition and extensive exposition in your post copy. It’s Facebook, not an academic forum.

Go for graphics.

Using visuals is an easy way to capture attention and communicate a lot of information in a small amount of space. Whether you implement infographics, quotes, behind-the-scenes shots, or dynamic photos, high-quality, powerful visuals are the way to easily reach your target audience.

A study analyzing nearly 60,000 websites found that most people only read 20-28% of the words on a webpage. When words are replaced with images, interest, attention, interaction, and subject retention skyrocket. Simple, clean, eye-catching graphics can help convey your brand’s message in a text-saturated space.

Simplicity reigns supreme.

Cutting down your content to feature simple essentials can be difficult. Here at FUEL Marketing, we’ve worked with many companies to reframe and rephrase their social presence to efficiently share their message. If you’re interested in a social media shape-up, contact us today!

Taking Advantage of Facebook and Digital Media Now

Recent research studies confirm that people staying at home are consuming more content, news and videos than ever before. And, they are also using more online communication tools.

Facebook reports a 50 percent increase in messaging, with voice and video-calling more than doubling on Messenger. With a large percentage of usage centered around messaging, groups, and livestreams, Facebook has revealed that many of these features are not monetized and Facebook is seeing a decline in revenue.

Despite this, many people are returning to Facebook who had previously abandoned the platform over privacy concerns. While Facebook may be experiencing a decline in revenue, this is good news and a great opportunity for companies to consider Facebook platforms. It means there is an opportunity for advertisers to see less competition and increase market share with either a small increase in budgets or no change in their current budgets.

Today, as opposed to last month, there’s a better opportunity to reach more people at the top of the funnel through PPC and paid social ads. 

Here are a few opportunities worth exploring now, as people consume more content:

  • Google display ad and Microsoft ad expansion 
  • YouTube and in-video ad placement options.
  • Pinterest.

And remember, at some point, various mandates and restrictions will be lifted. When that happens, consumers will be eager to get outside and engage again. Whether online advertising will be the same as before the Coronavirus is yet to be determined, but it’s a good time to prepare for any and all future business developments.

To learn more about how Facebook and digital media can fuel your business, please contact [email protected].