Social Media Manager on the Importance of Trends and Algorithms in Product Awareness
The algorithm of TikTok is so specific that consumers are encountering videos tailored to their interests.
One such interest is FoodTok, an algorithm that shows new recipes and food reviews which allows the sauce company TRUFF to focus its content on the current trends. Featured on Oprah’s Favorite Things 2021, TRUFF is a company that sells pasta and hot sauces using truffles. The social media and community manager at TRUFF, Gissele Alzate, explains how the growing TikTok platform benefits awareness of products. She says that getting on trends before they expire makes a big difference in how well the video will perform with views and likes.
“I’ve been noticing a lot of baked brie trends going around on TikTok and I’ve been trying to get TRUFF onto that early. So last week, I made one and am editing it right now. Technically, it’s not late, because it’s still kind of going. I feel like if I don’t get that post up this week, it’ll probably be late,” adds Alzate.
The algorithm is also driven by the application of audio and the style of the video. Alzate advises that using trending audio from a few months or even weeks ago will not yield a popular video. The social media manager finds that TikTok videos also succeed when videos are casual and personable rather than being curated with a lot of effort and high-quality cameras.
“We were testing out just this very nice recipe with a video production company to make and those usually do well on our Instagram and Facebook, but on TikTok, it didn’t do that well. It’s great to test these and explains that people on TikTok like to look at non curated things,” clarifies Alzate.
The TRUFF employee appreciates TikTok as it grants the opportunity for any video to go viral with the algorithm reaching people who might be interested.
“I’ve heard from credible sources there’s always one person from TikTok watching the videos, and they decide what happens with the video. They’re giving you a chance for your video to go viral. I really like the algorithm now because they fish you into a pool where there are people that are interested in the same thing as you are or that maybe this is the type of video that would be on their feed,” mentions Alzate.
Social Media Planning Around the Algorithm
Mastering the algorithm comes down to knowing how to plan correctly across all social media platforms. TRUFF plans out TikTok and Instagram posts a week before its posting date to stay on top of the current trends like the baked brie video. Facebook and Instagram start the planning process two months out as it is a more professional platform where they post more creative and animated content using NFT styles.
“Recently, we did something with the brand Gopuff. We had the idea to order on a laptop, and screenshot the order and then shut the laptop, and then it opens. Basically, the laptop turned into the pizza box because we did a collaboration with them on ordering a pizza with TRUFF sauce on their platform.”
Unlike Instagram, Twitter does not take nearly as much time or planning. The social media manager finds that Twitter is casual where “you can just throw something together.”
Understanding the Audience of Different Platforms and the Application of Hashtags
The algorithm and freedom of TikTok allow TRUFF to constantly try different trends and styles to figure out which is most successful. Facebook, on the contrary, is an older audience where they try to uphold a professional perception and stick to more recipes and curated content.
When the algorithm does not help, there are always hashtags to rely on.
“For a while, we found that one hashtag actually made us. Some of the videos really do well. Now that’s kind of starting to die down. We’re trying to test what number of hashtags do well. And from my perspective, I feel like it depends on the account, what number of hashtags. Everyone on Instagram is saying like, oh, five hashtags, everyone must use that. But TikTok is a little bit different, where I think it just depends,” explains the social media manager.
If used fittingly, hashtags have the power to reach different audiences across each platform. TRUFF typically averages at five hashtags on Instagram whereas Facebook uses none. Currently, the TikTok account is testing out little hashtags and is experiencing varying engagement.
Embodying the Brand through Posts and Engagement
With each social media platform differing from another, the way TRUFF presents itself aside from the posts is important too.
Across the different platforms, “you’ll notice a different tone kind of on each medium. Twitter, for example, we’re a little quirkier. But on TikTok, we’re weird yet cool. And even when we’re just engaging with people in our comments, we try to maintain that coolness, but try and be witty at the same time,” says the TRUFF employee.
With social media trends and algorithms like Facebook constantly changing, Alzate recommends attuning to trends and recognizing that “it’s all about testing and seeing what works and what doesn’t.”
***Author’s note: Since writing this article, Gabby has transferred from Loyola but we still wanted to post her wonderful article and wish her well. So thank you Gabby for your always thoughtful articles and for being part of our community.