Why social search for B2B ecommerce is the new key to credibility and conversion

Five years ago, social media strategy and SEO lived on separate sides of a marketer’s brain. Today, they’re part of the same story. Buyers don’t just “Google” solutions anymore. They also search across LinkedIn, YouTube and Reddit, trusting people alongside algorithms.

While most people turn to traditional search first (52%) compared to social media (24%), the trend is shifting in younger audiences. Sprout Social’s research found that social is now the #1 place Gen Z users search—over Google and other search engines.

This evolution means social search for B2B ecommerce is redefining organic discovery. Marketers who embrace social media search turn social insights into strong business impact, boosting reach and discoverability.

What does social search mean for B2B ecommerce?

Social media has expanded beyond a mere connection driver; it’s now a critical part of the consumer journey. Social search—where customers increasingly use social networks as primary search engines to discover tools, how-tos and solutions—is driving this shift.

A 2023 survey found marketers look to social media as the most effective B2B channel for both top-of-funnel and bottom-of-funnel strategies. Since the B2B ecommerce buying process often begins long before a buyer reaches a product detail page, the discovery journey can look like this:

• A distributor operations lead searches LinkedIn for “best B2B ecommerce platforms for complex catalogs” to evaluate how vendors handle product data, search performance and scalability.
• A procurement specialist checks Reddit or industry forums for real feedback on fulfillment accuracy, inventory issues and supplier reliability before shortlisting vendors.
• A supply chain manager watches a YouTube walkthrough (as shown below) demonstrating how a platform integrates with ERP or warehouse management systems to validate technical fit.

(Source: YouTube)

Each of these examples occurs within a social network, where credibility, engagement and visibility overlap to influence buying experiences. Sprout’s Q3 2025 survey confirms this: Brand credibility carries more weight on social, with 36% of users more likely to trust that information than other forms of search.

While traditional search solves navigation, social search shapes the entire narrative. At this stage, buyers are identifying needs and validating vendors. Those early social interactions shape which vendors earn site visits and which products are even considered.

In B2B ecommerce specifically, social search often shapes how buyers compare distributors, evaluate product availability or reliability and validate fulfillment capabilities before ever visiting a supplier’s website. Buyers search TikTok, LinkedIn and Reddit to see real examples of catalog depth, integration workflows, shipping performance and how well an ecommerce platform handles complex ordering or reordering processes.

These micro-searches influence which distributors feel credible enough to explore further, especially in categories where product data, logistics and long-term supplier fit matter as much as the product itself.

Traditional SEO and social search should no longer operate in silos. Instead, teams must experiment with keyword research and optimization across social channels and owned media, using search terms that reflect how users actually phrase queries.

In B2B ecommerce, credibility must exist before conversion. The winning content builds trust and helps buyers envision using your product long before they land on your B2B site.

How social and traditional search fuel each other

Social and traditional search function together as a connected discovery engine. Social engagement isn’t a direct SEO ranking factor. However, it powerfully expands reach, shapes search behavior and increases the surface area where buyers encounter your brand.

These interactions act as credibility signals. They help content surface in social feeds and influence your credibility in the eyes of Google and user interactions that benefit organic search performance.

At the same time, long-form educational content for SEO gives social audiences something meaningful to engage with. High-value content is more shareable and quotable. Crucially, it’s also more likely to circulate within B2B communities, feeding back into social discovery. Marketers who understand this duality turn every channel into an entry point for extended reach and brand visibility.

Social signals are a new credibility currency

Social signals—clicks, tags, shares, saves, link mentions and creator endorsements—act as indirect, yet powerful, indicators of credibility and relevance. Strong social visibility and reach for your brand influences how people search for your brand, how algorithms surface your content and how B2B buyers perceive your expertise.

For example, when an ecommerce SaaS brand shares a LinkedIn post on product-discovery trends that gains traction, the benefits extend far beyond social reach. Increased visibility can spark branded search, higher engagement on related content, longer session depth and more link opportunities.

Not to mention, these behaviors reinforce your E-E-A-T (Experience, Expertise, Authoritativeness, and Trustworthiness) across the Google search ecosystem. They signal to Google credibility and reputation of your brand through brand mentions and high engagement on social posts.

This impact compounds when social engagement leads to measurable buyer actions like a return visit, product research, a demo request or a pricing search. Social activity increasingly shapes ecommerce outcomes beyond the platforms. It fills the gap between awareness and intent in ways that traditional SEO alone does not.

Social engagements can turn into organic growth

Social conversations routinely spark significant downstream SEO gains. For instance, a blog post that performs well on LinkedIn can attract backlinks from newsletters, analysts or trade publications. A Reddit thread discussing your site’s search capabilities may drive qualified referral traffic straight to high-intent product pages.

Even small interactions, like a post resonating within a niche community, create incremental, compounding discovery. Each share is a breadcrumb. It leads new prospects back to your ecommerce experience and expands the paths through which buyers learn about your brand.

These interaction patterns also reveal critical insights into what resonates most with B2B buyers. Forrester found that 82% of marketers believe B2B buyers expect personalized experiences. This connects directly with findings from the 2025 Sprout Social Index™: Buyers prefer original, human-centered and educational content that simplifies complex decisions.

The new buyer journey is non-linear

Today’s B2B buyer does not follow a simple, linear path from awareness to purchase. Their research unfolds in fragments across platforms: A LinkedIn post sparks curiosity, a Reddit thread raises comparison points, a YouTube review adds credibility and a Google search validates product details. Each interaction influences the next step.

By pairing social insights with SEO data, marketers can finally see how these fragments interlock to create a full picture. Social conversations reveal: the questions buyers ask, the objections they surface and the topics that lead them to search again. SEO performance, in contrast, shows where those buyers land when they shift into research or validation mode.

Individually, social and search data only hint at impact. Connected, they reveal the actual buyer path: what content they saw first, what pushed them back to your site, what built trust and what generated high-intent behavior. B2B teams that unify these insights can finally attribute which social posts, conversations, creators or product angles are driving organic traffic, improving search performance and strengthening the overall ecommerce experience.

Mapping social media networks to B2B intent

Each network supports a different part of the B2B buyer’s discovery journey. The brands that win align intent, visibility and value across every network to ensure their posts build credibility and connect to meaningful buyer actions.

Here’s how each works:

LinkedIn: A credibility engine

LinkedIn remains the cornerstone of professional discovery. Optimizing here means positioning your brand as a trusted authority while giving potential buyers the evidence they need to evaluate you.

A strong LinkedIn B2B social media strategy encourages team members to share insights about your ecommerce platform’s customer experience. Along with employee advocacy, it also includes publishing thought leadership that connects data and empathy to real business challenges.

For example, a B2B distributor shares a LinkedIn post about improving online product discovery across complex catalogs. By also using descriptive keywords and hashtags to ensure these posts are discoverable across LinkedIn feeds and B2B search results, this approach builds long-term credibility and scales brand influence among B2B companies and B2B customers.

YouTube: Long-form research and buyer validation

YouTube bridges real-world workflow demonstration and buyer validation. Buyers use it to compare features, validate quality and gauge usability. A video showing how your ecommerce platform operates, highlighting where machine learning enhances recommendations or automates workflows, offers a powerful social and SEO lift.

Optimized metadata like titles, tags and chapters helps your content rank in YouTube and Google search results. The more discoverable your visual content, the easier it is for buyers to find and trust you.

Reddit and community forums: Authentic validation

Reddit’s value lies in transparency. Threads in r/B2Bmarketing, r/supplychain or r/logistics provide firsthand feedback that traditional reviews can’t match. Monitoring these discussions helps marketers understand buyer frustrations, expectations and recurring questions that affect B2B sales or the broader ecommerce experience.

Today’s savvy B2B buyer conducts deep strategic due diligence. They actively leverage platforms like Reddit or specialized forums. Buyers validate a distributor’s logistical efficacy during peak seasons, scrutinize the frequency of order errors and assess the platform’s ability to seamlessly handle complex purchase flows.

The critical takeaway: These operational signals heavily influence supplier selection and long-term partnership viability. This occurs long before procurement teams initiate formal contact or visit a website.

By participating thoughtfully and addressing pain points, brands earn trust in spaces that are notoriously resistant to promotion. Sprout Listening (a paid add-on) helps uncover these patterns and tracks them in real time, turning conversations into insight for content and product teams alike.

TikTok and Instagram: Emotional discovery and social proof

The rise of short-form storytelling and visual content has democratized discovery. Even in B2B ecommerce, TikTok and Instagram play a vital role in visibility. Brands use quick, authentic clips to humanize their expertise and show real-world results.

For example, a B2B distributor might post a 30-second video showing how customers streamline recurring orders or reduce fulfillment errors using their ecommerce platform.

Leveraging influencer partnerships to increase discoverability

B2B influencer marketing will amplify your reach and resonance. Buyers listen to trusted peers and industry educators who translate complexity into clarity.

In B2B ecommerce, the key decision-makers now include supply chain consultants, logistics experts and influential procurement personnel. They actively review distributor platforms, compare complex fulfillment experiences and meticulously deconstruct ordering workflows for efficiency.

Collaborating with these voices expands visibility across human and algorithmic search, placing your brand directly into conversations that shape purchase decisions.

The strongest influencer programs rely on co-creation, not mere transaction. Instead of a single sponsored post, focus on ongoing collaborations that add value to both parties—such as webinars, joint case studies or data-driven insights—that position both the creator and the brand as trusted voices.

A B2B distributor or ecommerce platform might partner with a supply-chain consultant to create a video series on improving order accuracy, fulfillment workflows or AI-driven product search for large catalogs. The consultant gains relevant, high-value content, while the brand earns trust, backlinks and consistent visibility from credible sources.

Integrating influencers into a social search strategy also helps brands tap into highly engaged audiences. B2B brands see stronger results when they align influencer strategies with their overall social media content and B2B market research based on real audience behavior helps brands identify the creators buyers already trust.

According to Sprout data, 90% of marketers say sponsored influencer content outperforms brand-posted content for engagement and 83% say it drives stronger conversation. Buyers trust people who have earned credibility.

By partnering with experts who already shape conversations, brands extend their reach exactly when buyers are tapping into those conversations by searching, comparing and evaluating options.

Turn insights into action with Sprout Social

There’s significant noise on social. Teams need a way to see which conversations matter, which topics are gaining momentum and which content converts. Sprout Social makes the social-to-search loop operational.

Surface high-intent keywords and discussions

Social listening detects conversation trends, competitor mentions and audience sentiment. These insights reveal what B2B buyers are interested in, what they’re searching for and how they feel.

Sprout Listening gives you a direct view of how B2B buyers discuss their industry on social, including specific keywords and hashtags. These social keywords then inform your content strategy, paid targeting and even on-site search rules.

Measure engagement trends tied to search visibility

Reporting becomes far more valuable when it connects social engagement to measurable outcomes like traffic and conversion. Sprout’s Premium Analytics extends the reporting suite. Through integrations with tools like Google Analytics and Salesforce, it helps teams understand exactly how social activity drives traffic and the customer experience.

Correlate specific posts and social strategies with page views, conversion rates, lead generation and customer satisfaction. This holistic view reveals whether audiences are finding your content, how they’re engaging and what action they take next.

Use social search insights to strengthen on-site search relevance

B2B ecommerce teams face the challenge of translating internal product terminology into language that buyers truly use. Social search trends are your secret weapon, revealing the precise vocabulary customers use to describe complex products, components and workflows.

This vocabulary is a single source of truth that can be directly applied to refine on-site search rules, product taxonomy, filters and category naming, instantly streamlining workflows and reducing user friction when navigating large or technical catalogs.

Drive immediate business impact: When you leverage social search data to inform how products are labeled, grouped and recommended, your team will significantly improve product discoverability and dramatically reduce abandonment during the critical research and comparison stages.

Capture organic audience queries to inform new content

Sprout’s Smart Inbox captures direct messages and mentions across all networks. These organic interactions reveal what buyers are curious about (pricing, integrations, customer experience) and help detect gaps in your current content strategy.

Turning those insights into optimized pages or help articles improves both social engagement and your site search experience. Over time, this continuous cycle builds a stronger digital experience across your entire product ecosystem.

Extend your reach through authentic voices

Some teams need a streamlined way to manage creator relationships. Sprout Social Influencer Marketing helps brands discover, evaluate and measure creator partnerships. It simplifies every stage of collaboration, from finding credible voices to tracking performance.

You can search Sprout Influencer Marketing’s database to find creators who post engaging content about your industry. Influencer Marketing uses AI to vet potential influencers, analyzing their Brand Fit, past content performance and partnerships.

Sprout’s Brand Safety reports flag potential risks such as sensitive topics, allowing you to confidently build partnerships with creators who align with your brand. Once you’ve chosen and vetted influencers, Sprout Influencer Marketing makes it simple to reach out, contract and kick off campaigns.

By centralizing influencer management, your team spends less time coordinating and more time building authentic relationships that amplify brand credibility.

Bring it all together with a roadmap for unified discovery

Social search is crucial to how B2B buyers find and vet trusted brands. It connects awareness, validation and purchase in one powerful loop. Buyers don’t want to be sold. They want to discover, compare and confirm in spaces they already use.

Brands that unify SEO with social data and audience intelligence will have the upper hand.Sprout bridges the gap by turning social intelligence into measurable growth.

See how you can connect social insights with search and business impact with a free demo of Sprout Social.

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How to build a top-tier SaaS social media marketing strategy

SaaS social media marketing is non-optional for growth. Unlike simple e-commerce, SaaS marketing involves long sales cycles, intense competition and complex products, meaning buyers need more than just a landing page. They need ongoing education, trust and proof.

Social media is an essential channel for building that brand equity, generating consistent demand and retaining customers. It’s where decision-makers discover brands, scope out expertise and build connections long before they’re ready to buy.

Here’s a strategic guide to use social media marketing to fast-track your SaaS growth.

Why social media is critical for SaaS marketing

SaaS marketing works differently from ecommerce (and other markets).

Instead of driving clicks, you’re helping people understand your SaaS product, make confident decisions and stay engaged once they become customers. That means showing up frequently and sharing content that meets people where they are.

Social media plays a big role in making that happen. It gives SaaS brands a natural way to show value, share helpful insights and stay connected with both prospects and customers on a daily basis.

Here’s what makes SaaS marketing unique and how social media brings it all together.

SaaS marketing is all about long-term customers

SaaS growth starts with retention. When your revenue depends on renewals, keeping customers around for the long haul does more for your bottom line than any acquisition tactic.

According to Recurly, the average churn rate for SaaS businesses is between 1% and 5%, with 4% being considered a good benchmark. That might seem small, but even a slight drop in churn can significantly impact your long-term revenue. For SaaS brands built on renewals, that makes ongoing engagement and customer support essential parts of the growth strategy.

(Source: Recurly)

Enter social media: one of the best channels for reducing churn and strengthening loyalty. Through community building on social media networks, SaaS brands can share updates, educate users, communicate consistently and offer real-time support. All of this keeps customers engaged so they feel connected to your brand and stick around for longer.

The SaaS customer journey is complex

SaaS buyers rarely make quick decisions. Closing deals can take months of research, comparison and validation.

Gartner reports that the average B2B buying group now involves 11 to 20 decision-makers and requires multiple interactions across channels before any purchases happen. Social media is essential for nurturing leads across this long journey.

To make sense of the SaaS customer journey, imagine it as a marketing funnel with the following stages:

• Awareness: Build visibility through social content, search and public relations (PR).
• Consideration: Share thought leadership, case studies and testimonials to build credibility.
• Conversion: Use targeted demos, free trials or personalized outreach to convert interest.
• Adoption: Support onboarding and reinforce value through community engagement.
• Retention: Build long-term relationships with ongoing education and social listening.

Social media connects each of these stages by giving buyers consistent, low-friction touchpoints throughout their journey. It acts as an open channel where customers can learn about your product, validate your expertise, ask questions openly and share their thoughts in real time.

This steady flow of interaction creates a loop: people discover your content, engage with it, return for updates and eventually advocate for you, keeping your product top of mind from first impression through long-term use.

The SaaS space is crowded with competition

SaaS is growing fast, and competitive benchmarking shows your competitors are growing fast too. For example, there are around 1,400 customer relationship management (CRM) software products currently listed on Capterra, each vying for the same decision-maker’s attention. And that’s just one category.

The Vendr 2024 SaaS Trends Report highlights a growing SaaS portfolio and rising investment in tools across every business function, creating even more noise for buyers to sort through.

To stand out, SaaS brands can’t rely on paid campaigns alone. While ads get you visibility, an organic social strategy helps people understand your product, keeps you in the conversation and builds trust and familiarity that ultimately give you a competitive edge.

How social media supports other channels for a modern SaaS marketing strategy

A strong SaaS marketing strategy isn’t built on a single channel. Growth happens when every touchpoint—email, SEO, paid and webinars—works together to meet customers where they are.

Social media plays a central role in that mix. It amplifies your reach, deepens engagement and reinforces your message across every format and platform.

Here’s how social media supports all your other SaaS marketing channels.

Email marketing

Email is still one of the most reliable ways to reach customers directly and drive long-term engagement. From onboarding workflows to feature announcements, newsletters and feedback surveys, it’s the foundation for consistent communication.

(Source: Really Good Emails)

Social media can strengthen your email marketing efforts by expanding your list and extending your reach. For example, you can share newsletter signup forms and gated content on your social channels, or launch a LinkedIn newsletter to reach professional audiences directly in their feeds.

Use social to amplify your most valuable email content, like feature announcements or long-form guides, creating multiple entry points for prospects to engage with your brand.

SEO

Search remains a major discovery and conversion channel for SaaS brands. High-performing types of content—like comparison pages, case studies and in-depth guides—help you capture organic intent, build credibility and reach buyers who are actively researching solutions.

In most cases, this independent research starts with a quick Google search.

However, social media now works hand in hand with traditional search.

When your content gets shared and engaged with on social, it drives more traffic and branded searches. Social results, such as YouTube videos, Reddit threads, LinkedIn posts and even Instagram content, now also appear in Google.

More importantly, tap into social listening to surface new keyword ideas and trending topics to create content around.

And as social media search behavior grows, especially on platforms like LinkedIn, Instagram and YouTube, these platforms are becoming discovery engines in their own right, complementing Google search for product discovery.

Webinars

Webinars are a top-performing channel for B2B and SaaS marketers because they combine education, thought leadership and real-time engagement. Recent industry data shows 73% of B2B marketers say webinars are one of the best ways to generate high-quality leads.

Social media is essential for amplifying your webinars. For example, you can use LinkedIn Events to drive signups, share reminders as the date approaches, post live takeaways during sessions and promote on-demand recordings afterward to extend reach.

You can also share short teaser clips, speaker quotes or carousel recaps across different platforms to bring more people back to the webinar replay. These social touchpoints keep the conversation going long after your webinar is over and help you build relationships that last beyond a single event.

PPC and social ads

Paid advertising plays a major role in SaaS growth because it gives you immediate visibility in crowded spaces. For instance, Google Ads help brands increase visibility for competitive keywords without waiting for organic SEO to take effect.

Paid social ads are just as important. They allow marketers to target defined audiences more reliably than an organic algorithm. For instance, platforms like LinkedIn and Meta let you zero in on decision-makers by role, industry or interest. This is especially useful when promoting high-value assets like checklists, webinars and case studies as it generates more demand, engagement and clicks.

That said, organic and paid social work best together: organic content builds authority over time, while paid campaigns amplify reach and retarget users who’ve already shown interest. It’s a full-funnel approach that turns awareness into measurable growth.

How to build a SaaS social media marketing strategy that drives growth

Social media has evolved from a posting channel into one of the most strategic drivers for the entire customer lifecycle. The days of one-way updates are long gone. Today, social supports every stage of the customer journey. It shapes reputations, builds relationships and influences purchase decisions before a demo is ever booked.

Research from Sprout Social backs this up: 91% of people believe in social’s power to connect. This offers SaaS brands an incredible opportunity to drive long-term growth. When customers feel connected to a brand, 57% will increase their spending with them and 76% will choose that brand over a competitor.

Here are some specific ways you can use social media marketing to grow your SaaS brand.

Use social listening to find your audience and track competitors

You can’t market to an ICP (Ideal Customer Profile) you don’t understand. Social listening replaces assumptions with actual data so you know exactly what your target audience is saying about your product, competitors and category. This helps you prioritize your spend, spot opportunities before your competitors and craft messaging that genuinely resonates.

Listening goes further than simply counting brand mentions. It involves tracking keywords, topics and conversations that reveal emerging trends, unmet needs and unidentified feelings.

Sprout’s Listening tools, for example, help SaaS marketers drill down deep, spotting what’s resonating in real time, uncovering niche communities on networks like Reddit and X (formerly Twitter) and identifying content gaps your competitors haven’t filled.

By moving beyond surface-level metrics, you can shape campaigns around what your audience actually cares about—not just what you think they do.

Build a community, don’t just collect followers

SaaS customers stick around when they feel part of a community. Community takes shape not just on the main feed but in replies, comments and DMs—the places where customers ask questions, share wins or troubleshoot together.

Every one of those touchpoints is part of your customer experience. The sooner you respond, the stronger that experience becomes. Salesforce reports that 80% of customers value their experience with a company as much as the product itself. For SaaS brands, that means slow replies or disjointed communication across marketing teams can quickly hurt trust.

Sprout’s Smart Inbox brings all those interactions into one place, helping teams manage messages collaboratively and respond quickly without losing the human touch. That consistency builds trust, reduces churn and keeps customers engaged long after onboarding.

Focus on education and authority on LinkedIn

LinkedIn is where SaaS brands earn credibility. Decision-makers and practitioners alike use the platform to find insights over ads. And they can spot the difference.

Use your company page and your leaders’ personal profiles to share thought leadership, product education and behind-the-scenes stories. Short, educational posts, carousels and short-form videos perform well on LinkedIn because they deliver quick value.

When your team consistently educates instead of selling, you establish authority. That credibility pays off for SaaS brands when audiences are more likely to trust your recommendations, explore your product and take high-intent actions like booking demos or starting trials.

Develop an engaging content strategy that educates and converts

Great SaaS social content doesn’t just attract. It teaches, solves and converts. Mix formats to reach target audiences at different stages:

• User-generated content (UGC) to build authenticity and social proof
• How-to videos that walk through product use cases
• Thought leadership that elevates your brand voice
• Behind-the-scenes content to humanize your team

And with social search now influencing discovery, optimize your posts to answer user questions like “What’s the best CRM for startups?” or “How do I reduce churn in SaaS?” The more your content matches what your audience is looking for, the more visible your brand becomes across social media algorithms and feeds.

Sprout’s publishing tools make content planning much easier. With advanced scheduling and a unified content calendar, you can see every post, format and platform in one place. This keeps your team aligned and your content consistent across all your social media channels.

How to measure ROI in SaaS social media marketing

SaaS marketing has always been rooted in data, perhaps more so than any other type of business. Every channel, campaign and customer interaction generates insights that can influence strategy across product, sales and service. Social media is no different. It’s not just a brand platform; it’s a powerful source of business intelligence.

For data-driven SaaS leaders, the question that all of this leads to is simple: “So what?”

Social success means little if it’s not tied to measurable business impact. The key is linking engagement with outcomes to see how every post contributes to your pipeline.

With Sprout Analytics, you can track metrics that matter to the C-Suite like:

• Engagement rate: How actively users interact with your brand’s content
• Traffic and conversions: How social drives high-value actions like signups, demo requests and marketing qualified leads (MQL)
• Churn rate: How social support and community engagement correlates with customer retention over time
• Customer lifetime value (CLV): How long-term, nurtured relationships translate into recurring revenue
• Share of voice: How your brand’s mentions and visibility compares against competitors in your category
• Sentiment trends: How audience perception shifts over time—an early indicator of brand health

Tying social activity to revenue reframes social as a growth driver and supports smarter decisions across your SaaS business.

4 ways to activate your SaaS social media strategy

Once you’ve built a strong foundation of channels and analytics, the next step is activation—turning engagement into measurable growth. These four strategies help SaaS brands use social not just for awareness, but to convert interest into advocacy and long-term retention.

1. Curate reviews and customer success stories

Social proof remains one of the most powerful drivers of SaaS conversions. Today’s buyers trust peers before brands, with over 99% checking online reviews before making a purchase decision.

Use social media to spotlight customer stories. Share testimonials, case study highlights or customer shoutouts from review sites like G2, Product Hunt or Capterra. The goal is to build confidence with prospects and remind current users why they chose you.

With social media monitoring and listening, you can find wins that people share naturally. And when you consistently engage with that feedback and offer great customer service, you turn happy customers into advocates who extend your reach.

2. Create and promote content for the top of your funnel

Today’s SaaS buyers are self-educating. Research shows B2B buyers engage with 11 pieces of content on average before ever speaking to sales. That makes top-of-funnel storytelling one of your best approaches to SaaS social media marketing.

Focus your content mix on formats that perform across social: short-form videos, carousel posts, quick industry explainers and thought-leadership clips that highlight your expertise. Social doesn’t just distribute your content—it amplifies it to new audiences.

Data shows video remains the most engaging format on social, and posts that educate outperform those that simply promote. Sharing valuable insights helps your brand earn attention early and stay top of mind through the entire SaaS journey.

3. Use social to drive high-intent actions

In SaaS, interest turns into action when the next step is obvious. Social media gives you the perfect place to make that jump seamless. Here are some tactics to implement:

• Use clear, action-oriented CTAs in posts and ads to prompt demo bookings, trial signups or pricing exploration.
• Retarget engaged users with paid campaigns to re-ignite intent and move them closer to conversion.
• Make conversion easy from your social profiles using link-in-bio tools like SproutLink, which turns your bio into a curated hub for demos, signups and gated content.

When the path to conversion is straightforward, every interaction on social nudges prospects closer to a “yes.” Also, keep your demos and trials as simple as possible. Complex steps increase friction, which can create drop-offs and slow down conversions.

4. Use social for customer education and onboarding

In addition to creating and promoting content, building a strong knowledge ecosystem helps your customers get more from your product.

A well-organized library of tips, tutorials and product walkthroughs empowers users to solve challenges quickly and explore advanced features on their own.

Social media can extend that ecosystem. Share bite-sized tutorials, onboarding videos and “pro tips” directly on your channels to meet customers where they already spend time. These resources reinforce product value, reduce support requests and keep users confident and engaged long after signup.

When education becomes part of your social strategy, you transform customer care from a reactive process into an ongoing experience that drives satisfaction and retention.

3 ways to stand out in a crowded SaaS market

You’ve built your foundation and activated your channels. The next step is rising above the noise. This is where the “why” behind your SaaS story becomes the competitive edge that’s yours alone.

Here are three strategic differentiation tactics to turn your SaaS product into a memorable brand.

1. Communicate your value proposition on social

If a potential customer looked at your social profiles right now, would they know exactly what you do and who you do it for? That clarity is your strongest differentiator.

Your value proposition should answer one question immediately: “How does this make my work—or my life—better?” Keep it simple, findable and human. Avoid technical jargon, and focus instead on the outcome your product delivers.

Social is the perfect place to deliver that message. Your bios, pinned posts and visual templates can make your offering obvious at a glance. Share quick explainer clips, customer outcomes or side-by-side, before-and-after use cases that bring those promises to life.

Hubstaff is a great example. Their LinkedIn page immediately communicates their value (“Helping teams everywhere have their most productive day at work”) backed by social proof (awards and badges).

(Source: LinkedIn)

2. Make your brand unmistakable

Social is the number one channel for expressing your brand voice and visual identity. Elements like your logo, color palette, tone and design consistency create instant familiarity. SaaS companies need a defined branding strategy to grab customers’ attention and make a lasting impression.

It’s easy to overlook elements such as logo design and brand voice when you’re trying to push a powerhouse product with tons of features. That said, these simple pieces of branding are what’s going to help you define you versus your competitors.

Think of brands like Slack, with their recognizable color scheme and messaging emphasizing how their product improves your life at work.

(Source: Slack on X)

Mailchimp is another great example of masterful SaaS branding, with a distinct logo and community of creatives that are uniquely theirs.

(Source: Mailchimp on Instagram)

3. Take time to showcase your company culture and values

Behind every great SaaS product is a team people want to root for. Highlighting your culture and values builds credibility with both customers and future talent, which helps reframe your brand from a vendor into a partner.

Consumers also want authentic content from brands they follow. The 2025 Sprout Social Index™ shows that authenticity and relatability are the top two qualities people value most in brand content. Social gives you the perfect stage for that authenticity.

Share how your team collaborates, gives back and supports your mission in action. Posts that celebrate employees, philanthropy and community involvement signal to your audience that your company stands for something more than revenue. That’s what builds trust that lasts.

Ready to fine-tune your SaaS social media marketing strategy?

Social media isn’t a side channel; it’s a strategic engine for long-term SaaS growth. Your strategy is powered by data (Listening), focused on community (Retention) and optimized for business outcomes (Leads).

A key part of your top-tier strategy is measuring what works. To connect social activity directly to business outcomes like demos and retention, a powerful analytics tool is essential.

Schedule your demo today to see Sprout’s Premium Analytics tool in action and refine your strategy.

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12 New Zealand influencers to watch: What resonates and how to collaborate

New Zealand’s creator community may be small, but its impact is mighty. Connecting with the right creators provides your influencer marketing campaigns with a major boost. But finding, vetting and collaborating with New Zealand influencers is often challenging, especially since generic influencer lists rarely offer a strategic approach.

Understanding the local landscape and learning how to work with creators effectively will open valuable doors. The right strategy allows you to partner with influencers who authentically resonate with your audience and deliver measurable results.

A snapshot of the market: How New Zealand influencers land for locals

Before you start searching for New Zealand influencers to support your brand and goals, it’s worth examining the country’s influencer marketing landscape to understand its nuances.

New Zealanders’ influencer marketing preferences

As more people spend time on social media, influencer marketing and ad spend in New Zealand are steadily increasing. While the pool of Kiwi influencers is expanding, not all will connect with your target audience.

Here are a few key details you should know about New Zealanders and their social media behaviors:

Preference for micro-influencers

Kiwi consumers appreciate authenticity, meaning micro-influencers often resonate more because they offer a connection that feels genuinely personal. Locals follow creators they can relate to and whose content feels relevant, trustworthy and honest.

Diversity and inclusion at heart

Influencers in New Zealand are expected to reflect the country’s strong focus on diversity and inclusivity. Kiwis are a whānau-first culture, which means they deeply value whānau (family), equality and representation. Inclusive storytelling is a must, but beware of tokenism, as much of the local audience will see right through it.

Sustainability and ethics at the core

Alongside diversity and inclusivity, New Zealanders prioritise sustainability and ethical practices. They’re passionate about the environment and their communities and expect the same from the brands and influencers.

In fact, New Zealand’s Sustainable Business Network found that 49% of Kiwis stopped buying a product because of its negative environmental or social impact, and a majority (89%) believe businesses need to take responsibility for their environmental and social impact.

Choosing creators who reflect these values ensures your content lands with Kiwis.

What makes New Zealand influencers unique

Authenticity, diversity and sustainability define the New Zealand landscape, shaping audiences and influencers in distinctive ways.

Here are a few ways Kiwi creators are truly special:

Tight-knit, engaged communities

In a small country like New Zealand, followers often feel part of a creator’s journey, rather than just spectators. Social media influencers foster close connections with their audiences, producing highly authentic engagement that aligns with Kiwis’ preference for relatable voices.

Growing Māori and Pasifika voices

Culture and belonging matter to New Zealanders, and the growing presence of Māori and Pasifika creators reflects this. By incorporating rich cultural perspectives and storytelling into their content, these creators help brands engage diverse audiences respectfully and meaningfully.

In tune with local culture and way of life

New Zealand influencers are in tune with local slang, humour, lifestyle and inside jokes. This familiarity allows them to relate to audiences in ways that are difficult to replicate in larger countries or with an outsider perspective.

Social platforms where New Zealand influencers are most active

According to DataReportal’s 2025 digital report, New Zealand has about 4.1 million social media users. With a population of just 5.3 million, this means the majority of Kiwis are online.

DataReportal also noted that Facebook has the largest number of users, at 3.4 million. But networks like Instagram, TikTok and YouTube are driving influencer impact thanks to fast-scrolling reels and video content.

Here’s what DataReportal reveals about the social networks Kiwis use most:

Instagram

Instagram reaches 2.5 million New Zealanders and is particularly popular among female users, who make up 55.2% of the country’s Instagram audience. Between Reels, Stories and shopping tools, creators can move audiences seamlessly from inspiration to action. For brands, this is where aspirational content converts curiosity into consideration.

TikTok

TikTok’s influence in New Zealand is undeniable—and still growing. With 1.89 million local users and a slightly higher male audience (55.4%), the platform offers excellent opportunities for brands that can master its fast-paced, culturally tuned style.

YouTube

Long-form storytelling lets creators unpack product experiences and share reviews that build trust—while Shorts keep them part of real-time conversations. For marketers, it’s the channel to deepen brand credibility and nurture loyal audiences beyond the scroll.

New Zealand fashion influencers and lifestyle content creators

New Zealand’s fashion and beauty creators are redefining everyday style, turning local trends into global inspiration. These influencers don’t just showcase outfits, they shape conversions about identity, sustainability and creativity. Here are a few leading and emerging voices in the space:

1. Simone Anderson (@simone_anderson)

• Instagram: 430k followers
• TikTok: 57.1k followers
• Facebook: 9.8k followers

Simone Anderson is one of New Zealand’s most recognisable lifestyle creators, celebrated for authentic, family-focused content. From everyday moments to fashion, beauty and travel, she shares snippets of life that feel both relatable and aspirational.

As one of the top New Zealand Instagram influencers, Simone has built a loyal following and has a proven record of brand collaborations. Her content drives connection and engagement, making her a strong partner for campaigns that value authenticity and influence.

Here’s a recent Instagram post where Simone promotes the Cordis hotel in Auckland:

(Source: Instagram)

2. Natua (@na_teatua)

• Instagram: 23.5k followers
• TikTok: 3.6k followers

Natua is making her mark on Aotearoa’s fashion scene as a rising micro-influencer. Proudly showcasing her Māori heritage through personal styling, she blends cultural fashion with distinctive taste.

With a strong following on Instagram and a growing presence on TikTok, Natua connects with her audience through authenticity and creativity. She’s an ideal partner for fashion brands seeking meaningful engagement with local New Zealanders in Christchurch, Wellington, Queenstown and beyond.

In this recent Instagram post, Natua styles a necklace from Zoe and Morgan jewellery:

(Source: Instagram)

3. Romika (@glamwithromika)

• TikTok: 46k followers

Romika is a Kiwi micro-influencer who shares her passion for makeup, skincare and lifestyle content. Using authentic tutorials, product recommendations and beauty tips, Romika builds trust and inspires followers within New Zealand’s growing beauty and cosmetics scene.

This TikTok post shows Romika reviewing outfits in an Auckland design studio:

(Source: TikTok)

New Zealand yoga, health and wellness influencers

From mindful movement to holistic health, New Zealand’s yoga, health and wellness influencers are inspiring audiences to prioritise strength, balance and overall wellbeing. Featuring both established macro voices and emerging micro-creators, the following top influencers share guidance, motivation and authentic insight for healthier living:

4. Sara (@s.z.movement)

• Instagram: 406k followers
• TikTok: 378.4k followers
• YouTube: 8.43k subscribers

Sara is a yoga and pilates influencer based in New Zealand who’s known for helping her audience build strength, flexibility and mindfulness. Her approachable, down-to-earth style helped her create an engaged community and positioned her as a growing voice in the local wellness scene.

In this recent TikTok post, Sara shares a yoga flow routine designed for strength and flexibility:

(Source: TikTok)

5. Jess Quinn (@jessicaemilyquinn)

• TikTok: 949.2k followers
• Instagram: 262k followers
• Facebook: 31k followers
• YouTube: 2.18k subscribers

Jess Quinn is a health and wellness influencer and advocate who empowers others with her approach to body positivity and inclusivity. She shares her journey as an amputee, mother and co-founder of Cadence Wellbeing, a platform that supports women’s health. She also co-founded The Cyclist, which helps break stigmas around reproductive health.

As one of New Zealand’s leading wellness voices, Jess uses her honesty and energy to motivate audiences nationwide.

Here’s a recent TikTok post where Jess shares a promoted gut health product with her audience:

(Source: TikTok)

6. Kyla Matenga (@kylamatenga)

• Instagram: 28.7k followers
• TikTok: 3.7k followers

Kyla Matenga is a doctor, orthopaedic trainee and athlete recognised for her inspiring impact in the health and wellness space. As a proud Māori and Pasifika wāhine from Porirua, she shares her journey in medicine, fitness and wellbeing with authenticity and purpose.

Kyla champions better health outcomes for Māori and Pasifika communities, challenging barriers in a traditionally male-dominated field. Her content offers motivation, representation and a relatable perspective for her engaged Kiwi audience.

In this recent Instagram post, Kyla shares her daily exercise and work routine:

(Source: Instagram)

New Zealand influencers in the gaming and streaming space

New Zealand’s gaming and streaming influencers bring creativity, skill and personality to online audiences. From leading macro-influencers to relatable micro creators, these influencers are making waves across the gaming scene:

7. Quin (@Quin69)

• Twitch: 942k followers
• YouTube: 181k subscribers
• X (formerly Twitter): 91k followers

Quin is a well-known influencer in New Zealand’s gaming and streaming community. His bold, unfiltered approach resonates with Kiwis and their preference for relatable, authentic content. This distinctive style has earned him a large following across Twitch, YouTube and X.

Here’s a recent Twitch post where Quin plays the game Lords of Ravage:

(Source: Twitch) 

8. Ally (@meowsparky)

• Instagram: 93.2k followers
• TikTok: 26.4k followers
• Twitch: 14.5k followers
• X (formerly Twitter): 3.5k followers

Ally is a rising star in the online gaming and streaming world. With a passion for sim racing and real-world motorsport, she shares her journey from riding virtual tracks to managing a fleet of project cars. Her content blends gaming, automotive enthusiasm and personal growth to connect with audiences interested in both digital and real-world racing.

Ally’s engaging streams and approachable tone have built a dedicated community in New Zealand’s gaming scene. As a female creator, she continues to inspire others in a space that remains largely male-dominated.

In the following Instagram post, Ally promotes a Logitech gaming product as a part of one of her paid partnerships:

(Source: Instagram) 

New Zealand travel influencers

New Zealand’s travel influencers showcase the stunning landscapes of Aotearoa alongside destinations around the world. The following top Kiwi creators share inspiring adventures and authentic perspectives that connect with audiences at home and abroad:

9. Hamish Boyt (@travelphotoskiwi)

• Instagram: 111k followers
• Facebook: 13k followers
• TikTok: 9.5k followers

Hamish Boyt is taking Instagram by storm as a New Zealand travel photographer. Sharing world-renowned destinations and hidden gems across the country and abroad with stunning photography, his following continues to grow.

Hamish’s work resonates with audiences who seek authentic travel experiences, as it effectively balances well-known landmarks with lesser-known spots that spark curiosity.

In this Instagram post, Hamish promotes R.M. Williams boots while hiking at New Zealand’s Whangārei Falls:

(Source: Instagram) 

10. Radha Engling (@globaladmirer)

• Instagram: 26.9k followers

Radha Engling is a rising micro New Zealand Instagram influencer who brings beauty to the scroll for her audiences. She shares adventures from around the world with a personal and relatable perspective while highlighting the places she visits, the experiences she has and the stories behind her journeys. With her engaging approach and growing following, Radha is carving out a unique space in the Kiwi travel influencer scene.

Here’s a recent Instagram post where Radha shares a “guess the region” travel post:

(Source: Instagram) 

Foodies and chefs in the New Zealand influencer scene

New Zealand’s foodie and chef influencers celebrate local flavours, from traditional Māori kai to must-visit eateries. These top Kiwi creators share recipes, restaurant insights and authentic food experiences that highlight Aotearoa’s vibrant culinary culture

11. Albert Cho (@eatlitfood)

• TikTok: 303.2k followers
• Instagram: 161k followers
• YouTube: 2.6k subscribers

Albert Cho is a popular foodie with a candid and often irreverent approach to restaurant reviews. What began in 2018 as his personal project to reconnect with food after a challenging period has since evolved into a significant presence in the New Zealand culinary scene. Albert’s content is unapologetically authentic, humorous and unfiltered, which resonates with a diverse audience of Kiwis.

Beyond social media, Albert authored I Love My Stupid Life, a memoir chronicling his experiences and relationship with food.

In this recent TikTok post, Albert shares a post eating at a New Zealand restaurant:

(Source: TikTok) 

12. Raukura Huata (@raukurahuata)

• TikTok: 96.2k followers
• Instagram: 24.8k followers

Raukura Huata is a Māori culinary storyteller and vibrant content creator with a strong TikTok presence. She shares traditional Māori recipes, such as her signature tōroi, and encourages others to explore Māori kai. Her content goes beyond cooking by celebrating whakapapa, culture and connection.

Raukura also advocates for Te Reo Māori and cultural expression, inspiring others to embrace and celebrate their heritage.

Here’s a TikTok post where Raukura shares her recipe for an authentic Māori dish using lamb tails:

(Source: TikTok) 

How to find the right New Zealand influencers for your brand

Understanding who your audience trusts is only half the story. The next step is to connect that insight with creators who can authentically represent your brand.

With thousands of Kiwi influencers out there, it’s essential to do your research and leverage intuitive influencer marketing tools to find the best match. Let’s take a deeper dive into how to find the right influencer for your brand:

Discover creators who align with your unique audience

Although New Zealand has many talented influencers, not every creator will be the right fit for your brand—and that’s the point. The strongest influencer partnerships start with alignment around audience, value and purpose. To find creators who’ll move the needle for your brand, focus on:

• Analyse follower demographics to confirm they match your target audience.
• Look for influencers whose values and outlook align with your brand identity.
• Prioritise meaningful engagement over follower count.
• Choose creators whose interests closely match your brand or influencer campaign goals.

Searching for the right influencer can feel overwhelming, but intuitive tools simplify the process. For example, Sprout Social’s Influencer Marketing platform lets you filter by audience, location and interests to surface a range of talented New Zealand creators who fit specific categories.

Vet New Zealand influencers with confidence

Before committing to a partnership, take time to evaluate the top options and weigh their pros and cons. Use the following checklist to vet potential collaborators:

• Review engagement rate metrics to understand how audiences interact with their content.
• Analyse audience breakdowns to match influencer followers with your target demographics.
• Consider the types of paid partnerships they’ve worked on previously to check that they align.
• Pay attention to the tone and regularity of influencers’ posts to gauge audience response to sponsored content.

A structured approach builds confidence in influencer selection. When vetting influencers, assessing performance, credibility and audience fit ensures your partnerships deliver real results.

Streamline your workflow from influencer discovery to reporting

Once you’ve chosen the influencers you want to team up with, staying organised is key to turning collaboration into measurable impact. Here are some best practices for efficient influencer management:

• Save influencer shortlists in a shared, central location.
• Collaborate with your team on approvals and decisions to maintain alignment.
• Track campaign performance from start to finish to uncover actionable insights.
• Centralise communications, briefs and results to avoid confusion.

Tools like Sprout’s Smart Inbox bring all of this together in one place, making it easier to track progress and keep campaigns running efficiently.

Collaborating with New Zealand influencers: Best practices

Influencer partnerships look different in every market—and New Zealand’s is no exception. Success starts with understanding how Kiwi creators work and what they value most: authenticity, collaboration and creativity. Use the following best practices to craft a standout brand pitch and build partnerships that last:

Respect cultural and community nuance with a whānau-first approach

New Zealand’s whānau-first culture places strong emphasis on community values. When pitching to and collaborating with Kiwi influencers, it’s vital to honour cultural and community nuances.

In practice, this means focusing on diversity, inclusivity, local humour and values, while recognising the many inspiring Māori and Pasifika voices shaping New Zealand content. Avoid tokenism and aim for genuine representation instead.

Embrace their voice by balancing brand control with creator freedom

Striking a balance between guidance and creative freedom involves creating clear briefs that outline your brand message but allow creators to express it in their own voice. This works exceptionally well in New Zealand, where audiences are smaller and more tight-knit.

Remember to trust influencers’ expertise. They understand local slang, humour, lifestyle and preferences, which allows them to communicate your message in a way that resonates with local audiences.

Join their community by building long-term partnerships

Try to move beyond one-off campaigns by genuinely engaging with the community. Partner with influencers over the long term to build trust and create authentic content. Get involved in initiatives that matter to local communities, show genuine support and foster connections that go beyond a single post.

New Zealanders value authentic involvement that feels like a true collaboration rather than a corporate campaign.

How to measure the impact of New Zealand influencer partnerships

Once your collaboration is in motion, the focus shifts to performance. True measurement goes beyond surface metrics to reveal how influencer partnerships shape audience sentiment and business results.

Define success beyond vanity metrics

To maximize the benefits of your collaboration, including your overall influencer marketing ROI, look beyond vanity metrics to consider actual engagement. To do this:

• Prioritise a smaller, more active audience over a larger, more passive one. Engagement indicates how likely followers are to take meaningful action, drive conversions and influence others.
• Measure sentiment and brand lift to determine whether the campaign is resonating with the target audience. Track positive, neutral and negative responses to understand audience perception more deeply.
• Monitor how audiences respond to messaging and content style. Look at shares, saves and story interactions to see which approaches feel authentic and connect best with followers.

After defining your success metrics, track them consistently across campaigns. Centralising your data makes it easier to spot trends, understand which content resonates and evaluate each influencer’s contribution. Tools like Sprout’s Premium Analytics provide a consolidated view of performance over time, enabling strategic adjustments to maximise impact.

Build a reporting workflow

To stay on top of ongoing campaigns, set up a simple, consistent process to track and evaluate them:

• Create a regular reporting cadence to monitor trends in engagement, reach and audience perception. Regular updates help you identify patterns and respond quickly.
• Consolidate metrics in dashboards or social media analytics platforms to streamline analysis and make insights actionable. Centralised reporting reduces manual work and ensures all team members have access to the same information.
• Combine metrics with social listening to capture shifts in audience sentiment and conversations about your brand. This adds context to numbers and reveals reactions that metrics alone might miss.

Sprout’s custom reporting capability lets you centralise insights and track influencer impact in one place. Integrating reporting with workflows gives your teams a clear understanding of how each influencer collaboration contributes to brand objectives and overall campaign success.

Make New Zealand influencers a part of your growth strategy

In New Zealand, influencer marketing isn’t just about reach—it’s about connection, culture and community. The right partnerships spark conversation, build trust and make your brand part of everyday Kiwi life.

With the right mix of insight, storytelling and strategy, you can amplify voices that matter and create content that withstands the test of time. Sprout’s Influencer Marketing platform helps you discover local creators, manage collaborations and measure impact so every partnership feels authentic and drives results.

Ready to start collaborating? Book a demo today.

The post 12 New Zealand influencers to watch: What resonates and how to collaborate appeared first on Sprout Social.

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How the TikTok algorithm works in 2026

If you’re using TikTok for marketing, you’re probably looking for ways to grow on the platform. How do you get more views and followers? How do you get your content to show up in front of the right people? To answer these questions you need to understand how the TikTok algorithm works.

In this guide, we give you a breakdown of what the TikTok algorithm is and how it works. More importantly, we give you some practical tips on how to work with the algorithm. Let’s dive in.

What is the TikTok algorithm?

The TikTok algorithm is a system that makes content recommendations tailored to each user. It decides which videos a user might like based on their individual interests and displays them on the user’s For You page.

As a result, the For You page is highly personalized for each user. What you see on your For You page will not be the same as what your friend or colleague sees on their For You page.

For example, someone who watches a lot of beauty and makeup content will naturally see more recommendations for similar videos. Yet, those videos will rarely show up for someone who mostly consumes content related to sports and gaming.

Similar to other social media algorithms, it also means that the types of content you see on this page will change over time as your viewing behavior and preferences change. For instance, as you pick up a new interest in DIY projects, the algorithm will start showing you more DIY-related videos on your For You page. This happens as you engage with more crafting and DIY content.

How does the TikTok algorithm work?

Now you may be wondering how TikTok knows which content to recommend. The TikTok algorithm considers a combination of factors to decide which videos a user might like.

Let’s take a look at the most important TikTok ranking factors that influence which videos show up on your For You page:

Engagement

One of the most important ranking factors for TikTok is engagement. However, the hierarchy of these metrics has shifted in 2026. This includes metrics like:

• Saves and shares
• Video likes
• Comments posted
• Videos completed
• Favorited videos

Save and share signals indicate high value and an intent to return or distribute content, often outweighing simple “Likes” by a significant margin. TikTok uses this information to understand the types of videos you like to watch and share so it can recommend similar videos to you.

It’s also likely to favor videos from creators whose content you’ve regularly engaged with. Finishing a long video or favoriting it also tells TikTok that content really resonated with you.

User Interactions

Beyond engagement, TikTok also considers user interactions like:

• Accounts followed
• Content created
• Topic authority

This information allows the platform to get a better understanding of each user’s unique preferences and how they change over time. TikTok then uses this data to serve you content that aligns closely with the content you actively choose to consume and create yourself.

Video information

Video information like captions, hashtags and sounds also helps TikTok understand how to rank the content.

Crucially, this now includes “Search Value.” The algorithm analyzes spoken words via auto-captions and text overlays to match content to specific search queries, rewarding videos that provide direct answers.

This information shows the algorithm what the content is all about so it can decide when to display it on users’ For You pages.

Device and account indicators

TikTok also looks at the device and account settings of each user to optimize for performance. The main information it looks at are:

• Country settings
• Language preferences
• Device type
• Category selection

However, since users don’t actively express them as preferences, they don’t hold as much weight as the other two factors. That means the algorithm is likely to place greater weight on a strong indicator of interest such as watching a video in its entirety.

What the TikTok algorithm doesn’t show

According to TikTok, the platform aims to keep its users’ For You pages “interesting”, “varied” and “safe.” To that end, the algorithm does not recommend the following:

• Duplicate content
• Content you’ve already seen
• Content considered as spam
• Potentially offensive or unsafe content
• Videos that have just been uploaded
• Videos that are under review

TikTok also mentions their algorithm does not directly consider the following factors when ranking or recommending videos:

• Follower count
• Previous high-performing videos

This means even if you’re a new creator on the platform, your videos are just as likely to rank or go viral as those posted by influencers or veteran TikTokers.

11 tips for working with the TikTok algorithm

Looking at these ranking factors, it’s safe to say that the most important way to work with the algorithm is by driving TikTok engagement.

This may seem like a challenge if your brand is new to the platform and you’re still building your following. Here are a few tips to improve your chances with the TikTok algorithm:

1. Level up your TikTok hashtags

If you thought hashtags were just for Instagram, think again. The TikTok algorithm uses hashtags to understand the content of a video and how to categorize it.

That means if you want TikTok to show your video to the right users, you should use hashtags that are relevant to your video and your brand.

For example, Huda Beauty uses hashtags like #cleaningmakeupbrushes and #satisfyingvideo in the following video. This helps it reach people interested in this type of content and also signals to TikTok what the video is about.

It’s even better if you can make use of trending TikTok hashtags that are already getting a ton of visibility and engagement.

For example, you may be able to take part in a popular hashtag challenge and add your own twist to it. Huda Beauty does this too above with the hashtag #cleaningtiktok.

These trending hashtags could inspire your content creation. They could also boost your content visibility since they’re already popular on the platform.

To browse trending hashtags, search for a relevant keyword and swipe over to the Hashtags tab to see the top hashtags related to it. You can also see the post count for each hashtag.

2. Take advantage of TikTok trends

TikTok is all about the latest viral trends. Using trending audios, hashtags and effects in your videos can give them a boost with the algorithm.

Songs and sounds often explode in popularity on TikTok. When a sound starts trending, make it your own by using it creatively in a video. This taps you into an audience already engaged with that audio.

But audio trends aren’t the only trends to capitalize on. Keep an eye out for trending hashtags and effects too. If a new meme or challenge takes off, find a way to put your unique spin on it. Here’s Amazon using both a trending sound and a meme in one video:

Finally, don’t forget to experiment with trending video formats. For example, if a specific style of video goes viral, try making your own version that aligns with your niche.

Jumping on TikTok trends may seem cliché. But it can introduce your content to communities and accounts you’d usually never reach. Just make sure to put thought into the trends you participate in to stay true to your personal brand.

3. Make the first few seconds count

TikTok prioritizes factors like whether users finished watching your video. So, you need to grab your audience’s attention within the first few seconds and hook them in so they’ll want to watch the rest of the video.

That means skipping the intro and getting straight to the good part within the first 2-3 seconds. With TikTok being a fast-moving platform, there’s no room for slow build-ups that could cause viewers to lose interest. Otherwise, viewers will get impatient and quickly skip to the next video on their feed.

Depending on the content, you may need to use text overlay, voiceovers or sound effects to make the first few seconds count. The goal is to instantly show the value of your video to make viewers stay.

Here’s an example from Chipotle, where a text overlay tells viewers why they should watch the video.

4. Embrace longer short-form content (1 Minute+)

While keeping videos punchy is still important, the algorithm has shifted to reward videos over 1 minute long. This is largely driven by the Creator Rewards Program and the platform’s push for higher retention.

Data shows that videos between 60 and 90 seconds often see higher reach because they keep users on the app longer and allow for higher monetization RPM.

That’s not to say you should abandon short clips entirely, but if your content allows for it, aim to cross that 1-minute threshold to unlock better distribution.

5. Post at the right time

Just like on other social networks, time is of the essence on TikTok. The algorithm looks at engagements on your video to rank it appropriately. In other words, the more engagement it sees, the more likely your video will show up on the For You pages of relevant users.

This means that you need to drive as much engagement as possible within the first few minutes of posting to improve visibility on the platform.

Posting your TikTok videos when your audience is the most active will help you achieve this goal. The best times to post on TikTok, in general, are midweek afternoons and evenings between 2 and 5 p.m.

However, every audience is different. It’s best to look at your follower activity and see when your audience is most active.

And with current TikTok algorithms prioritize relevance over recency, search optimized content can continue to perform weeks after posting.

6. Write keyword-rich captions

While you can keep your captions short or even leave them blank, it’s much better if you can use them to your advantage. Write captions that are relevant to the video so the TikTok algorithm can understand what the content is about.

You can make the most of this space to include keywords that are relevant to the video. This will make it easier for TikTok to understand the content of the video and show it to the right users.

See how Booking.com uses keywords like “home,” “view,” “Cape Town” and “South Africa” in the following TikTok:

That said, avoid stuffing your caption with keywords just for the sake of it. Instead, use the keywords strategically to form a sentence that’s clear and easy to understand while being relevant to the content.

7. Track performance using TikTok analytics

If there’s one thing that’s non-negotiable for marketers, it’s tracking performance on every channel they use. Leveraging TikTok analytics gives you valuable insights to refine your strategy. Here are some key TikTok metrics to look out for:

• Video views
• Play time and drop-off rates
• Traffic sources (e.g. For You page, hashtags, sounds)
• Likes, comments and shares
• Song uses
• Profile visits
• Follower growth
• Link clicks
• Video downloads
• Audience retention

Analyzing the performance of individual videos as well as overall changes over time for these metrics can directly surface what content types, formats and distribution tactics resonate best with your target audience.

Compare old and new videos, different video lengths, captions vs. no captions, various sounds used and more. Let the data reveal what works and what doesn’t. Then, apply these learnings to optimize your content and guide your strategy.

Want to go deeper? Sprout Social’s analytics tools can give you a bird’s eye view of your TikTok performance. You can also compare metrics with your other social media profiles.

8. Optimize your content for search

With 41% of Gen Z using social media as their primary search engine, optimizing for search is no longer just about Google visibility—it’s about showing up when users search for solutions directly in the app.

Google has recently started showing more TikTok videos in search results, including featured snippets. This means optimizing your content for both native and web search is more important than ever.

In 2026, search value is a direct ranking metric. To improve TikTok SEO, craft descriptive, keyword-rich titles and captions that summarize visuals clearly and highlight key themes—don’t be cryptic or use unrelated terms.

Additionally, ensure your spoken content and on-screen text overlays reflect these keywords, as the algorithm “listens” to your video to determine its relevance to user queries.

9. Work with TikTok influencers

Collaborating with TikTok creators who have strong followings and high engagement levels can introduce your brand to whole new communities. Even nano or micro-influencers in your niche with only a few thousand engaged followers can be valuable partners.

Here are some ideas for potential collaborations:

• Branded challenges and hashtag campaigns
• Sponsored tutorials, tips and tricks, and how-to videos
• Unboxing new products or reviewing a service

• Account “takeovers”
• Co-created products and collections
• Exclusive discount codes and offers

Remember—TikTok influencer marketing offers major growth opportunities but also risks if you don’t manage it strategically. Vet potential partners carefully by analyzing audience quality, typical engagement rates, follower sentiment and overall brand alignment. Don’t forget to establish clear expectations and messaging upfront.

10. Leverage photo mode (carousels)

Don’t overlook TikTok’s Photo Mode. This format has its own unique algorithm based on the “Swipe-Through Rate” (STR). If a user swipes through all photos in your carousel, it signals high completion—similar to watching a video to the end.

Create carousels that encourage users to swipe to the very last image to boost this metric.

11. Integrate TikTok Shop strategically

With TikTok evolving into an e-commerce engine, the algorithm gives a visibility boost to content that successfully integrates TikTok Shop features (like product anchors), provided the content is engaging and not purely spammy.

If relevant to your niche, using these commerce features can assist in reach.

Win over the TikTok algorithm

Cracking the TikTok algorithm’s code can help you unlock viral success on the platform. Give the algorithm what it wants—saves, shares, textual cues and quality content—and it will reward you in kind with increased reach.

Optimize around these core ranking factors, put our tips to action, and watch your views and likes take off faster than a hot new dance trend.

Want an easy way to manage TikTok alongside all your other social profiles? Sprout’s TikTok integration can help you analyze performance, schedule posts, manage comments and more from a single dashboard.

The post How the TikTok algorithm works in 2026 appeared first on Sprout Social.

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