You may recall that last week I wrote some thoughts on the current state of social media and its relationship to the local community — specifically arguing that moreso than in the past, it seems like what is viral from Prince George — ie videos produced here that are gaining a wide audience globally — and what is viral in Prince George — ie content that is being discussed by the community — seems to be increasingly disconnected.

In making this argument I talked about the top TikTok videos from Prince George as best I could tell what they were — and received a response from Prince George-based social media manager Mackenzie Kerr informing me of what I already suspected, which is I do not understand how to use TikTok to find top videos in certain categories (she was much more polite about it than that, this is my own conclusion). I asked her if she would write about this from her perspective, and she obliged. So we’re handing the next part of the newsletter over to her:

The Tiktok algorithm and success in the north 

By Mackenzie Kerr

Tiktok is my area of expertise in my business where I support small businesses owners with their social media management. On any given week I am posting a minimum of 10 TikToks a week across 5 different industries. I’m adding this to say I don’t have all the secrets to the app, no one really does, but I have a decent amount of experience! 

TikTok is not perfect but it has the largest audience, the most engagement, the highest chance of going viral and the most interesting algorithm that makes everyone’s “For You Page” so personalized! It can also be pretty good at reaching your desired audience (whether that’s geographical or topic-based) so yes, it’s worth it in Northern B.C.

TikTok’s algorithm is based on personal interest and not based on how well a video performs with those around you. This is why some of you may have seen some viral videos from Prince George but not others. The metrics it uses to measure your interest, and therefore which videos it sends you, include: how long you watched a video (this is the highest metric for viral videos), interests you’ve expressed by liking, commenting, adding to favourites or sharing, as well as the negative metrics like which videos you skip past quickly, choose “not interested” or creators you block. 

The two things that don’t influence the algorithm are follower count and past viral videos! This is why you may see accounts with low followers that just started their account, have a viral video! It’s possible for anyone of any account size! Here is an article with a lot more details on the algorithm!

The algorithm prioritizes showing you a mix of accounts you follow and accounts you don’t.

Even if you are following someone, there is a low chance their videos will be shown to you consistently on TikTok. 

This is why you will see a higher number of followers on TikTok. People follow accounts instantly that they like, to try and make sure they see the creators content again. Whereas on Instagram, people are a lot more cautious of following every account they like because they will likely see every post that creator makes and don’t want to be overloaded. So followers on TikTok are amazing but it’s much harder to grow a following on Instagram!

So can you actually reach people in Prince George through TikTok?

Yes! 

Scrolling through my clients analytics to write this article it looks like the average % of followers from PG is 38.25 %. The accounts that had viral videos in the millions reached a more American audience, eventually ,and therefore they gained more American followers but the accounts that are sitting around 1,000 followers have a much higher local following (50-60 %). Instagram and Facebook have a much higher rate of local followers so the trick is to use TikTok for brand awareness and hopefully convert them into followers on other apps to nurture the relationship where they are interested in becoming a customer. You also don’t want to put all your eggs in the TikTok basket in case the app disappears.. which could be a whole separate article. 

Here are a few viral videos from Prince George in the past six months you may not have seen!

GoodLife Fitness - What’s Jenny’s Number - 3.9M https://vm.tiktok.com/ZMjTbVTQy/

Nadia Mansour - Palestine Support Event - 2.2M https://vm.tiktok.com/ZMjTbVS2c/

Corlane Sporting Goods (client) - Yeti Cooler - 7.8M - https://vm.tiktok.com/ZMjTb91Ky/

Open Door Cafe - Starbucks - 1.2 M https://vm.tiktok.com/ZMjTbHyjo/ 

And a list of some of my favourite local creators/businesses that use TikTok as a main form of marketing you may or may not already be following! 

• NorthernLightsWinery

• CraftyRedheadTeresa

• MakeupMandy

• NoveVoce

• WalkRiteShoes

• NestAndSprout.ca

• Booksandcompanypg (client)

• 4Pawspure (client)

The easiest way to find local videos is to make sure you’re searching #princegeorgebc in the search bar and following accounts you have an interest in! Don’t wait for them to come to you! 

If you’re interested in learning more, feel free to reach out at mkerrconsulting.ca and follow me on TikTok and Instagram! 

Mackenzie Kerr is a social media manager in Prince George.

Show me the Brar family!

A Prince George family, originally from Mackenzie, were on the most recent episode of Family Feud. I heard their interview on CBC Daybreak North and then watched their appearance, both of which were a lot of fun. It’s free to watch on CBC Gem.

Quick news:

• PG renters paying about half the national average.

• Architect and author Trelle Morrow is being awarded the Freedom of the City. I have learned a ton about the history of Prince George through Morrow’s many, many books (also available at Books and Company), and a handful of interviews I’ve done with him, so glad to see this.

• More details about the curtailment at the Canfor mill in Bears Lake — 190 people impacted, operations winding down in January.

• CNC wins national award for energy management.

• Inmate doing time for fatal shooting in Prince George, B.C., dies of overdose in prison.

• The Exploration Place is celebrating one year since reopening after its renovation, and 20 years of being under the direction of Tracy Calogheros.

• Spruce Kings coach remembers close call as team makes neck guards mandatory.

• New art exhibit showcases the lakes of Mackenzie.

• Groundbreaking radiation research reaches next level in PG.

• New Prince George Men’s Shed to host grand opening.

• Prince George Christmas Child shoebox drop-off begins today.

• Operation Red Nose gearing up for holiday season.

• This feature on the flooding of the Cheslatta Nation by the Kenney Dam and the ongoing fallout just won a Webster journalism award. Worth a read.

Today’s song:

Northern Capital News is a free, daily newsletter about life in Prince George. Please consider subscribing or, if you have, sharing with someone else.

Send feedback by replying to this email. Find me online at akurjata.ca.