Pro tip: Stop chasing TikTok trends just because your competitor does

I run the social media for a small accounting firm here in Cleveland, and about 3 months ago I started seeing every other local business jump on this viral accounting humor trend. My boss kept asking why we weren't doing the same thing. Last week I finally sat down and ran the numbers on our engagement from the last 6 months. The businesses that chased that trend got a spike in views for maybe 3 days but zero actual leads from it. Meanwhile our steady LinkedIn posts about tax tips have brought in 12 new consultations this quarter alone. I think a lot of people confuse attention with real business results. Has anyone else had to fight the urge to copy a flashy campaign that doesn't actually drive sales?

2 comments

2 Comments

miles9461mo ago

Hang on, I gotta push back a little here. Sometimes those flashy trends work because they get people talking about your brand who never would have noticed you otherwise. A client of mine is a plumber in Columbus, he did a silly TikTok about pipe noises going viral and picked up three commercial contracts from people who just thought he was funny. Attention isn't always a direct sale but it builds a crowd that remembers you when they finally need your service. Not every business is selling something as boring as tax help, so a steady drip of practical tips doesn't cut it for everyone.

lucaslee1mo ago

3 months from now those viral plumbers will be forgotten but tax tips build year round trust.