Our social media advice for 2023? Be yourself (no, really).
While short-form video content with lip syncing, pointing, and dancing trends can increase reach on Instagram and TikTok, they're not the only strategy.
Why? Because solely following trends limits your creativity and makes it harder to stand out from other creators and brands.
This is where original content comes into play.
So, stretch those creative muscles and take a seat at our brainstorming table as we break down how you can go viral on TikTok and Reels — without trends.
And if video is more your style, check out this short video:
Table of Contents
What is Original Content?
To most marketers, original content is content that is unique and has never been published before.
Straight from the brain of the creator, it may introduce a new idea or POV, and can take on many forms.
But while original content is unique, you don’t have to completely reinvent the wheel.
It can be as simple as a tutorial, video essay, or the way you edit your content — with your own spin on it.
And if you still want to leverage the reach of a trending audio, you can use it as background noise — just don't make it the main focus.
Why Should You Post Original Content on TikTok and Reels?
Trends can be entertaining (and are still an effective growth tactic) — but they don’t always allow for a deeper connection with your audience.
Plus, if everyone is doing the same trend, it can make for a dull (and repetitive) scroll.
With original content, you can stand out from the crowd.
“We’re feeling fatigued from being served a lot of ‘suggested content' that isn’t relevant to us,” says Later's Social Content Lead, Lindsay Ashcraft.
“A lot of us are more online than we ever have been, and we’re looking to find more meaningful, niche topics to connect with.”
Original content allows you to be more strategic — so you can lean into creating evergreen videos that embody your brand and don’t become out of date so quickly.
In other words, original content lets you turn viral moments into lasting engagement.