32% of CI comms businesses use TikTok

Tuesday 21 February 2023

A new social media survey from Orchard has revealed the growing use of video among small and medium sized Channel Island communication businesses to market their products and services.

The study showed that nearly a third use TikTok, while 92% said video is part of their social media strategy for 2023.

46% also said they were focusing on shorter videos, but Orchard notes that long form is a more valuable and engaging medium to use.

Adweek suggests that most short videos represent under a third of total engagement.

Only 36% of respondents are using an agency for their social media strategy and 44% do not have or are not sure if they have a social media policy.

The survey also found that most are not using influencers in their content mix.

Pictured: The results were published at the start of the month.

Jo Meerveld, Head of Social at Orchard, said it was important to get a snapshot of the local landscape as there is little insight when compared to competitors.

“We asked Channel Island marketing professionals how they’re structuring their social media teams, which channels they’re investing in and what’s in their 2023 content strategy. These key insights will help us to shape our services to meet the needs of Channel Island businesses,” she said.

Ms Meerveld noted the growing use of video to advertise but suggested production is an important consideration for a firm's resource.

“More channels are coming into the corporate communications mix with businesses utilising YouTube, TikTok, and Pinterest. The challenge for small teams is how this demand for more content on more channels is going to be met in-house.

“For some years now, social media has focused on short-form video to capture shorter attention spans. This is changing. Younger audiences in particular are watching longer, educational videos. Social media managers need to be aware of how the social media landscape is evolving to get the best results from their campaigns.”

She also said that a social media policy could help businesses have a clear strategy and help prevent embarrassment.

“Why does this matter? Providing clear guidelines will reduce confusion and help protect your business from a PR crisis and brand dilution. A social media policy can not only protect your company’s reputation, but it can also inspire employees to advocate for the company online,” she concluded.