Eric Siu explains why brands should post on TikTok even if their customers aren't there. Google indexes TikTok content, so your videos can surface in search results and give you a competitive edge through an extra distribution channel.
We're starting with our customers to publish content on more sites and more platforms where their ideal customers don't live. So you may be wondering, why the heck would you repurpose content and publish on a platform where their customers don't live? I'll use TikTok as an example. Google has a data deal with TikTok. If your ideal customers, let's say you sell enterprise aviation for $100 million, I'm making up a number, you're not going to find a customer on TikTok for this. but someone may end up finding a customer through Google. If you publish content on TikTok, even though your ideal customers are not on TikTok, but then Google has a deal with TikTok, they're pulling from TikTok for their algorithm. You being there on TikTok when your competitors aren't helps you, and it's one other factor in Google's algorithm. You being there makes it more likely for Google or gives you a better chance for Google to pull from you and your brand. So even though your customers aren't on TikTok, that content is being pulled in by Google where your customers are, And now you have another channel that you're leveraging that your competitors aren't that gives you a leg up on them.
