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Let’s just take a minute

30-second summary:
Look no further than recent events to see how our industry has rallied, with brands doing more of doing good
Technology has been a powerful instrument for driving much of this positive and meaningful change
As the advertising industry is in the midst of a total transformation with tech at the center of this evolution, let’s take a minute and recognize the opportunity we have here
Let’s continue to rally. To lead with our core human values. To use the same AI tech that’s helping to rebuild our society to also rebuild our industry.

Yes, our industry is undergoing a complete transformation.
Yes, it happens to line up to when we are all facing daily uncertainties in our society: When will I be able to get a vaccine? When can I gather maskless with my friends and family? Am I going to be able to bring my team back together in person this year? How do we talk about the very personal and important topics like equality and unrest that’s on all of our minds over video?
So, yes, it’s understandable that it feels a little off to focus on ad targeting amidst all this.

Actions speak louder than words
When the pandemic was first being felt, I remember sitting in a meeting where literally every person only wanted to talk about what they/we could do to help – as individuals and as a company.
Our leadership challenged us to see how our [Watson AI] tech could make an impact. Less than 30 days later, our engineers and data scientists had leveraged Watson to extract and analyze virus, geo and health system data to create a COVID Informational Hub across The Weather Channel properties reaching over 400 million people worldwide.

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Fast forward just a month or so and the country was yet again confronting racial equality disparities.
So the Ad Council used the same AI tech in its award-winning “Love Has No Labels” campaign – a movement to promote acceptance and inclusion of all people across race, religion, gender, sexual orientation, age and ability.
By using AI to predict the right creative elements and messages to display, the campaign improved performance including site conversation – but also, and arguably more importantly, generated insights about what messages and tones could move people to act.
Here we are again at a new phase of the pandemic and The Ad Council is at it again, along with a record number of the most influential brands, doubling down on AI to help drive their global initiative to combat vaccine hesitancy – one of the largest public health outreach efforts of our time.
With a third of the US population questioning whether to be vaccinated, education is sorely needed. The creative must be personal. It must be dynamic. It must speak to the diverse universe. It must resonate. Not to drive dollars, but to drive survival.
A future rooted in core human values
Sure, I think it’s pretty amazing that IBM’s Watson AI is at the heart of brands doing good, better. But mostly, I just like that as brands, we’re all doing more of doing good.
I’m hopeful that we keep the investment in the best of us and our brands coming as our society moves forward. That the commitment so many brands are making to put their values on full display increases. And that we apply that same inner calling to do the right thing to how we approach our industry’s transformation.
Imagine the future we can build.  I like that version for the rest of 2021 and beyond. A marketing and media industry that applies its core human values to the next era of advertising, and a marketing and media industry that markets what it believes in addition to what it has to sell.
Win. Win.
Randi Stipes is the Chief Marketing Officer of IBM Watson Advertising, The Weather Company and Developer Marketing, a position she has held since 2018, focused on both the B2C and B2B aspects of the portfolio. In her role, she takes an agile, data-driven approach to deliver measurable results for consumers and clients across The Weather Company, Watson Media and Watson Advertising.

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Almost 60% of Mexicans turn to a second job to earn extra money

The rise in the country’s unemployment rate has been a consequence of the pandemic.
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March 2, 2021 4 min read

This article was translated from our Spanish edition using AI technologies. Errors may exist due to this process.

Opinions expressed by Entrepreneur contributors are their own.
Loss of employment, decreased income and increased expenses are some of the consequences in Mexico of the COVID-19 pandemic . Therefore, to try to balance their personal finances, 59.6% of Mexicans have sought other sources of income , either through a second job or the sale of various items, according to data from the financial services platform, Coru .
In this economic scenario, data from the platform reveal that 63.8% of Mexicans have difficulties to cover their basic expenses for the month , such as the payment of electricity, gas or rent and only 18% of the population can cover all of their spending without major problem, this speaks that the mismanagement of personal finances is a widespread problem in the country.
“The ability to make ends meet depends largely on the balance between income and expenses; However, the current context is extremely complex, as at least 74% of Mexicans have experienced some degree of income decline in the recent 12 months, and with this, good management of personal finances has become a challenge ”, Affirms Fernando González, Partner at QED Investors and CEO of Coru .
From sales to pastries, the options of Mexicans to earn extra money
The rise in the country’s unemployment rate has also been a consequence of the pandemic, according to the National Occupation and Employment Survey (ENOE), the underemployment rate (economically employed population but that has the need and availability to offer more time of work) went from 4.3 million people during the third quarter of 2019 to 8.7 million during the same period of 2020.
This has generated that, in an attempt to increase their income and be able to pay off their payments, Mexicans resort to various activities that range from sales, teaching, baking, cooking, investing, reselling or jobs such as masonry or cleaning work, to generate an extra income.
Inclusion and financial education, the keys to having healthy finances
In addition to income, educational level is also related to the ability to meet expenses each month, since people who have a university degree or higher manage their personal finances more efficiently compared to those who only attended college. basic education.
“The main barriers to financial inclusion are related to the lack of knowledge, understanding and trust in financial services; If these challenges are overcome, the penetration and access of these services will have great scope and will benefit a large number of people who require tools to improve their financial health ”, adds the CEO of Coru.
In this sense, financial inclusion contributes to a better management of finances, since it provides the necessary information for users to know and choose the financial products that best suit their needs and thus be able to potentiate the scope of the options offered. your bank.

5 Tips To Make Tech Partnerships Your UX Secret Weapon

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Mario needs Luigi. Mulder needs Scully. Everyone needs a great partner—especially tech businesses focused on the user experience.
No company builds all its own tools. Even the largest companies in the world trust outside partners for functions like payroll, public relations, advertising, recruitment, and more. It simply takes too much time to do everything solo. Besides, why pour energy and resources into a new solution if someone already built a cost-effective fix for the same problem?
Partnerships in tech are the natural and correct answer to a host of challenges. When two companies find the right opportunity, a partnership allows both businesses to take advantage of the situation for mutual gain. This is particularly true for user experiences, where small improvements can lead to enormous gains for the companies involved.
Consider some of the recent tech partnerships this year. Dolby.io and Stream recently joined forces to provide a more comprehensive, integrated communications solution for web and mobile apps. The collaboration provides users access to an advanced solution for voice, video and chat. Both companies offer best-of-breed communications APIs, so a partnership just made sense. 

Partnerships in tech are the natural and correct answer to a host of challenges
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In another space, commerce experience management tool Salsify teamed up with Label Insight, a growth attribution company, to improve data transference. As a result, users have an easier time finding the grocery products they want quickly and easily. Again, the two companies complement one another in a way that benefits the end user.

Evaluating potential partners is a tricky exercise, though. How can businesses find the perfect Robin to their Batman without giving up too much control or taking unnecessary risks? Let’s walk through some of the best tips to make tech partnerships work both for companies and their end users.
Agree on a common goal.
Before you can find the right partner, you must first understand your goal. What opportunity are you trying to seize? What capabilities do you lack right now?
Maybe you can meet your current user experience goals without a partner. Maybe you haven’t even considered the new capabilities a partner could bring to the table. Think about what you want to achieve, then think bigger. Once you have a few goals of varying ambition in mind, you can evaluate partners based on their ability to help you reach them.
Consider your clout.
Sometimes, you may want to partner with a company with a much smaller brand than your own. Don’t discount the value of name recognition, though. Plenty of psychology goes into the user experience, and when people see a name they know and trust, they may view the experience that follows more positively.
Consider your specific goals when evaluating partnerships. If the partnership is mostly backend work with little marketing fanfare, brand may not be an important factor. If you want users to expect something specific from the experience, however, the brand of your partner should be a key consideration.
Ask a trusted source.
You likely have other partners for other functions already. They may well know someone who can help you. Speak with investors, colleagues, and other leaders who may have connections who could help.
Don’t go in with a set goal unless you know exactly what you need and who you want to reach. Instead, present your problem to your network, explain your thoughts on what you want to achieve, and see how the open-ended conversation goes. You may discover some opportunities for partnerships you would not have otherwise considered.
Get feedback from the users themselves.
The best user experience is a solution to a user’s frustration. Automating systems that formerly required manual inputs is a great way to demonstrate to users that you are listening and you care about their concerns.
If you aren’t clear on what exactly your users want most, conduct some research. Send out surveys to gauge customer satisfaction about different parts of your product or service. Call up customers who have complained in the past and take an informal survey on the challenges they have faced. The more knowledge you get from the source, the smarter you can be in your partner selection process.
Look outside your industry.
The right partner for your business may not have anything to do with the industry in which you operate. Think horizontally—what do other businesses in similar positions within other industries do in your situation? 
This is a great opportunity to look at your business with fresh eyes. Sometimes, you may discover that a common problem within your industry is something that has been easily solved in another. You won’t know unless you look, so tap your connections and read the latest in industry-specific publications outside your bubble to learn more.
User experience correlates strongly with user retention. Fail to deliver an experience that delights, and your users will get frustrated and look for a solution, often without ever telling you about the problem. Talk to your users and find partners who can help you deliver the experiences your users deserve.

This entrepreneur launched a page to teach you how to live sustainably

March 2, 2021 5 min read

This article was translated from our Spanish edition using AI technologies. Errors may exist due to this process.

Opinions expressed by Entrepreneur contributors are their own.
Valeria Horton finished college in May 2020, two months after the COVID-19 lockdown had stopped everything in Mexico. With a stagnant economy and few job offers for recent graduates, Valeria decided to take advantage of the crisis to start a business. This is their story and with the sole objective of promoting their entrepreneurship, I pitch the idea to them.
Like many other graduates, Valeria started looking for work after finishing her Communication studies, but the process was very complicated.
“There was the pandemic and there was, well, there is a crisis, so I decided to start a project. I did not want to wait and I wanted to start this so that there are no more pandemics in the future, “he says.
After a report that he did, in which he interviewed several people and took a survey at the university, he discovered that there are many people who want to make a change in their life to be more sustainable, but do not know how to start. Valeria assures that “it is not that people are not interested, but there is no guide to do it.”
So the confinement and the pandemic gave him the motivation he needed to start his project.
“I had thought before that I wanted to make a change in the world through my work,” he says.
Change the world from home
Valeria opened a website called Green Reconnection in which she gives tips to live in a sustainable way, focused on providing positive content. Be careful, the content is in English despite the fact that in the future it will be released in Spanish because “the way we communicate with the world is mainly English” and its scope wants to be global.
And she has been successful because she has already been interviewed in the US media.
For her, being sustainable is not a lifestyle change and putting aside the things we like. Rather, it is unlearning how we live and appreciating the things we have.
“Climate change is approached from a somewhat negative perspective, because it is. It is a difficult subject with negative data. With Green Reconnection I turn the data around and we can avoid many things tomorrow if we act now, “he explains.
To turn the negative of the subject for something positive, he has experimented with formats and platforms, such as TikTok, in which a song makes the subject more friendly and therefore digestible for the audience.
The concept of the site is not only designed to give advice to be greener and more sustainable, it is also about reconnecting with the place where we live. Part of the content is focused on talking and making nature known and the relationship we can have with it because “you can’t care about something you don’t know.”

Image: Green Reconnection
Collaborate to drive change
Today Green Reconnection works with the collaboration of different people and the daily work is done by volunteers who believe in the project. Valeria is always looking for someone to support with ideas, resources and creativity.
The messages are various. A section is designed for people around the world to collaborate with some writing and tell their experience to live in a sustainable way.
“There is no global solution to sustainability issues, but knowing what they do in other parts of the world can inspire you to act locally,” says Valeria.
In addition to the site, the young entrepreneur is diversifying her content, she was among the first to have access to Pinterest stories and it has been positive. It already explores other formats such as Podcasts and YouTube.
Green Reconnection is thinking of promoting green and sustainable products avoiding greenwashing, in addition to giving a voice to social enterprises that still do not have enough diffusion.
“Clearly collaboration with brands would be ideal because many people are looking for sustainable alternatives,” he says.
The courage of the young
What makes this project different? Young people, their ideas and vision.
“Part of the value offer is that we are young people who work on this project. We are clearer about how urgent it is to act on climate change. There is a natural concern and this project, made by young people and for young people, helps to erase the barriers that exist between other media that have not been able to reach these audiences, ”says Horton.
Valeria is curious and likes to learn. It has strength, drive and success.
He closed our talk with these words: “crises are a good opportunity to create, if you are curious to do something, try it and more if with that you are going to improve the world.”
Follow this project closely, it will surprise you.

Infographic: 5 tips for Mexican startups

Killing you working can kill your company …
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March 2, 2021 1 min read

This article was translated from our Spanish edition using AI technologies. Errors may exist due to this process.

This story originally appeared on Querido Dinero
You have probably never thought that being a startup with a few employees and a small office (or without even having a workspace) could be an advantage. It is likely that it will be difficult for you to compete directly with established giant companies, but the real opportunity of a nascent business is in its processes and in the ‘holes’ that large companies leave.
Here are some tips for Mexican startups :

This is the secret to find the balance between personal and work life

March 2, 2021 4 min read

This article was translated from our Spanish edition using AI technologies. Errors may exist due to this process.

Opinions expressed by Entrepreneur contributors are their own.
To begin, let me tell you that these two aspects cannot be separated, with so many communication apps that we have installed on our phone ( Slack , email, Facebook , WhatsApp , Meet, etc.) it is difficult to completely disconnect, notifications They arrive at any time and it is almost irresistible for us to read and even answer them.
However, it is important to remember that work is part of your life, it is not your life! , and that it is made up of other personal aspects that give a more human sense to your performance, which also allows you to feel happier and more fulfilled.
Here are five keys to balance your personal and work life without generating frustration:
1. make your own definition of success

Image: krakenimages via Unsplash
Is not having time and having stress all day successful for you?
Forget other people’s definitions of success. Reinvent yourself, analyze and establish new metrics to evaluate your success. You could start by measuring it by how much time you spend with your family, how many valuable talks you have with your friends, or how much time you invest in self-care. Instead of how many hours you spend at your desk or how much money you have in your bank account.
2. Make a list of how you want to feel during the day

Image: Danielle MacInnes via Unsplash
For example, you can write I want to feel unhurried, energetic, happy, have quality conversations, etc. Dare to allocate time to activities that generate fulfillment and happiness.Remember that happiness will not fall from the sky, you must cultivate it by doing something that makes you happy every day. For example, you can spend 15 minutes of your day calling a loved one to get the conversation going, wake up 15 minutes early so you don’t feel rushed in the morning, or give yourself 10 minutes to listen to an audiobook.
3. Create non-negotiable and respect them

Image: KOBU Agency via Unsplash
The non-negotiable are those activities in your life that are essential for your well-being and energy to perform throughout the day: healthy breakfast, your exercise routine, meditation time, eating as a family, etc … Don’t let other events get the better of you. If they suggest a meeting that interferes with any of these activities, propose a different time, but do not cancel what is important to stay 100.
4. Dare to say NO

Image: Jen Theodore via Unsplash
In order for you to have time to say “yes” to what you really want according to your definition of success, you need to drop a few things. At first you may feel uneasy about what they will say, however, when you see that your productivity and fulfillment increase, you will begin to value your time more.
5. Link work routines with personal habits

Image: Alex McCarthy via Unsplash
If you have many meetings during the day, see what activity in your personal life you can do before each call, be it playing 15 minutes with your children, walking your pet, meditating or even drinking a glass of water. But make that work routine a reminder to take care of yourself.
To have a balance between your personal life and work life, it is the quality and not the amount of time that you dedicate to each activity that makes the difference. It may be that you spend eight hours at work and dedicate three to your wellness routine, but these are the hours that will recharge the battery, fill you with energy and give you the notion of a better balance between your personal and work life.
Keep in mind that your well-being is your secret weapon and competitive advantage, so that you give the best of yourself with more energy. If you want to hear more about how to put these tips into practice, I invite you to listen to this audio , where I tell you more about how to balance your personal and work life to feel fulfillment and personal fulfillment.

These are the retail trends in ecommerce for this year

March 2, 2021 6 min read

This article was translated from our Spanish edition using AI technologies. Errors may exist due to this process.

Opinions expressed by Entrepreneur contributors are their own.
The social distancing and closure of physical stores as a result of the COVID-19 pandemic has caused electronic commerce and virtual communication channels to grow exponentially in the last year.
By July 2020, it was estimated that the ecommerce in Mexico reached a development of 94%. While in the United States the percentage of online orders doubled to 40% during the quarantine, according to a survey conducted in March 2020 by the strategic advisory firm Brick Meets Click.
In this context, retailers made or are making major changes that lead them to use new technical solutions, which help them manage the transition or application of a model that harmonizes physical stores with virtual stores.
In an Entrepreneur en Español talk with Rodrigo Cerda, Deputy Manager of Business Development at Ecomsur México and Jorge Fernández-Gallardo, CEO of Ecomsur for Latin America North , the experts told us about the trends this year for retailers in ecommerce:
Omnichannel
Probably many stores were working or had in their mind the project of achieving sales through omnichannel , which is understood as a strategy that uses multiple communication channels in order to offer a comprehensive experience to their customers.
“Omnichannel as a number one point, having to attend to all channels and have a very clear strategy for marketplaces of physical stores, department stores, ecommerce for different brands and for this we have to work a lot”, explains Jorge Fernández-Gallardo.

Image: Depositphotos.com
Application of the dark store (dark stores)
What is a dark store? They are those stores that are dedicated to filling products for orders that are made only online. Retailers will use these to supply the great demand of their users, although they have already begun to carry out some tests with the merchandise of physical stores that are still closed.
In this sense, retailers began to take advantage of the stock in their stores, which they could not sell when they were open, to manage online orders. “However, a very common mistake they make is not hiring the experts and thinking that their salesmen can do it alone,” says Fernández-Gallardo.
This model is already applied by some companies in the United States, for example: Amazon opened its first permanent dark store in Brooklyn in September 2020 to fulfill online grocery orders. While Kroger had already announced its own home delivery initiative in 2018.
To do this well, retailers must make this concept “talk with store dispatch, store pickup, store return, credit note issues, connect accounting systems, etc.,” says Jorge Cerda.
Logistics changes
All consumers know how incredible it is to receive a product within hours or the day after placing an order. The ecommerce greats have set a very important guideline in this area.
Services such as Amazon Prime, in terms of elements for the home, technology, recreation, among others. And Rappi, Uber Eats, Postmates, with respect to the supermarket have accustomed customers to this immediacy, but to achieve it the logistical challenge is no less.
“For example, assume that you live in Monterrey and you want to buy something and you want it the same day, but the brand you are buying from only has one warehouse in Cuautitlán. There is no way that this can be delivered the same day without it being very expensive and without almost a person getting on a plane to deliver it to you, it is very difficult ”, explains Fernández-Gallardo.
According to the expert, retailers need to start creating strategies to achieve same-day deliveries.
“Here things like taking the product out of the (closest) physical store to deliver it to the consumer begin to gain relevance. So if you have a store in Monterrey, you can get that product that the customer bought directly from the online store and then you can replace it from the central warehouse to the store where you got it from ”, says the expert.
Likewise, he comments that it is not the only solution. “There is a lot of innovation in that sense, in the last mile, in using the stores as fulfillment centers or as a dark store , there is a lot of innovation in how we communicate with the consumer.”
Conversational commerce

Allowing companies to connect and interact instantly with their customers through various digital messaging channels has a great impact on their satisfaction and, therefore, on their purchase preference / Image: Depositphotos.com
Conversational commerce occurs when a company increases its engagement and conversation with its customers through digital channels through which it can personalize offers and content.
This feature has the objective of accompanying users during their purchase processes through communication channels that are familiar to them, such as social media messaging.
“Conversational commerce where people want to buy in a very human way and sometimes a very static ‘dot com’ store is not the simplest or easiest way. In the end, the consumer wants someone to help them buy, someone to assist them and be very conversational, ”says Fernández-Gallardo.
“For me there will be a profound transformation of retail, it is a retail 2.0 powered by technology, where physical stores do not disappear at all … There is still a while for us to get out of this but when we are no longer with the pandemic, when we are all vaccinated ecommerce is not going to disappear (to physical stores), technology will simply have enhanced and transformed the way in which people interact with brands ”, he concludes.

Expand your technology capabilities for an (increasingly) hybrid future

The data shows us that digitization will make us more competitive in the medium term.
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Get a glimpse of how to influence your audience’s buying habits using traditional and unconventional influencer marketing techniques.

March 2, 2021 6 min read

This article was translated from our Spanish edition using AI technologies. Errors may exist due to this process.

Opinions expressed by Entrepreneur contributors are their own.

Many businesses began to see digitization as a lifeline in times of emergency, waiting for the return to normality as we knew it and in this vision, we are leaving aside a model that is becoming more and more established: hybrid business schemes, which take advantage of the benefits derived from the automation of processes and immediacy added to the experience of physical stores, with the best of the offline and online worlds.
The data shows us that digitization will make us more competitive in the medium term. Statista , for example, projects that, over the next four years, e-commerce in Mexico will grow a total of 15.7%, which means a market penetration of 55% by 2024.
For its part, the most recent study by the Mexican Online Sales Association ( AMVO ) reports that the main engine of e-commerce in the country in the coming months will be home orders, as they are the main interest of digital buyers with 44% of preferences.
If we stop to look at the full picture, we will find an interesting market niche, which is already beginning to show its potential. That is why I want to share with you five keys to gain competitive capabilities in this new business model:
Define digitization criteria
Many physical stores have the idea of developing an online store implies either being a specialist on the subject or delegating and accepting high commissions incompatible with their reality. The truth is that the market offers many more options and the important thing is to define criteria to select those that best respond to our business objectives and are flexible to be able to adapt as our needs change, whether we want to increase the geographic sales radius, create another line of business or attacking a new market niche.
Data allows us to find new insights
Digital processes leave a data footprint that becomes a very reliable source to better understand the people interested in our offer, as well as to know the reasons why they lose that interest. With the proper guidance, we can create databases that function as a permanent source of our business insights: that knowledge that becomes a differentiator, either through trends in preferred schedules, request for certain products that can open the doors to a new line of business or geographic areas with the highest demand for our home delivery.
By venturing into the digital world, we will have double benefits of reaching a new growth market and having a powerful platform for generating useful information for our business strategy.
Take advantage of self-managing platforms
Like all businesses, it is essential to add the right allies. It is possible that in the search for digitization options we find ourselves with the false dilemma of having to cede control of our digital channel to a third party or do everything on our own, but the reality is that today there are self-managing platforms, with the advantage the accompaniment of experts for a better operation of digital resources.
With this type of service we can be sure that we are the owners of the information, which is essential to guide our business and have an ally who will guide and support us technically, with a shared vision of generating the best possible experience for our customers.
Use digitization to accelerate our business
As co-founder of Justo I have been able to accompany the process of digitizing thousands of restaurants: from the first click of the page that translates into an efficient and safe purchase and that finally reaches the customer. One element that we add is that of a business accelerator, which supports the establishments with strategies to capitalize their efforts on sales growth figures of up to 224% in very competitive periods of time.
Consumers want the best of both worlds
Even with the reopening of physical stores, AMVO data from January indicate that 60% of those who have made purchases online find the benefit of receiving their products at home; 57% consider that this habit saves them time and 55% believe that it is a good option to avoid crowds in physical stores. Omnichannel is a reality. Our greatest success will be to always be present in the digital channels that our potential clients frequent.
To take the lead in our sector, our greatest strength will be to take advantage of experience and add it to new knowledge, such as data and trends, in addition to being continuously attentive to what new experiences our buyers are looking for, both digitally and in physical points.
If you still have doubts about what can be a good starting point to digitize, my first recommendation is to set objectives and always look for the most flexible options, which respond to current needs and also those of the future in the short and medium term; as well as asking ourselves what would be the fairest deal for the new relationship that we seek to form. Once we have the answer, we will be ready to go in search of the ally that best suits what we have in mind.

3 Social Media Strategies That Will Backfire On Tik Tok

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The strategies you use for standing out on Facebook or Instagram won’t work on TikTok, the latest social media sensation. In fact, if you want to capture the attention of its 800 million monthly users, you need to do the exact opposite of what you’ve been doing. That’s exactly what the co-founders of the Wisteria Group did to funnel clients from the social media platform to their $35/month membership group. 
After less than six weeks of posting short videos on TikTok, the co-founders were able to consistently pull in $9k a month (which adds up to six figures in a year) off of their membership group alone. Not only have they mastered the art of turning TikTok into a funnel goldmine, but they also show their clients how to do so to the tune of getting more than a million views—which has translated into tens of thousands of dollars in sales. 
“Anybody has the potential to be seen by millions of viewers on the platform—no matter how small their following is,” says Katie Bird Suder, co-founder of the Wisteria Group who specializes in money manifestation and psychic activation. “It’s one of the things we love most about the platform. Every post has the ability to go viral. And when it does it feels like hitting the lottery!”
Katie gives us the top three things you must unlearn if you want to be successful on Tik Tok.

3 Social Media Strategies That Will Backfire On Tik Tok | Stephanie Burns
Lynzie Ann Photography

1. Flex Your Authenticity Instead Of Your Authority 
“Even if you’ve got an MD after your name, it’s better to do your videos in your pajamas than in your lab coat. On TikTok people crave personable, relatable content and community,” explains Suder. “Being authentically you on the platform is going to help people get to know you as a person. The ‘know, like, trust’ factor comes into play here, more than ever before, as you reach out to huge audiences and attempt to reel in your ideal clients.
“Keep in mind that the average viewer knows within a few seconds of watching your video whether they want to continue watching or not. That’s why your personality needs to shine through. If the viewer likes the vibe you’re giving off, they will stay and watch. If not, they swipe. That means that you are calling in people who are drawn to you rather than your product.” 

2. Cast A Wide Net Instead Of Creating A Niche
If you have been in the entrepreneurial world for any amount of time, I’m sure you have heard the popular saying “narrow your niche” or “niche down.” On TikTok, while it is important to know who you are talking to, you want to keep it very broad, and here’s why. 
“Unlike traditional platforms like Facebook or Instagram, people don’t have to be actively looking for your content to find you,” says Suder. “The TikTok algorithm is extremely complex and intuitive. It not only shows the viewer more of the content they actively seek out, but it also learns what the viewer may be interested in seeing. This gives you the potential to reach a much larger and more broad audience than ever before. All you have to do is talk about what you love, and TikTok does the rest. 
“One of our clients is a psychologist who only wanted to use the platform to speak to divorced women over 30 because she thought they had the potential to be future high-end customers. Instead, we convinced her to go broader, speaking to survivors of abuse and people with anxiety. One of her videos on anxiety went viral, hitting over 1 million views and enabling her to find high end customers due to that reach. But she never would’ve gone broad if we hadn’t convinced her to switch her focus.” 
3. Notice What Works And Copy The Trends
TikTok is a platform of collaboration, creative liberty and breaking social norms. You may have been taught to not use the ideas of others and always come up with original content. Here, it is OK to copy the content of other creators and make it your own. 
Spend about twenty minutes a day watching and commenting on videos. You’ll quickly pick up on trends, like the song or filter everyone is using in the moment, so you can duplicate those in your videos. If it worked for someone else, it’ll work for you. Noticing trends and popular videos can be a valuable way to figure out what your viewers want to see and boost your engagement.