TikTok has emerged as a powerhouse platform for businesses to connect with their audience in creative and engaging ways. With over one billion users worldwide, TikTok offers a unique space where brands can showcase their personality and connect with a diverse and active user base. In this article, we'll explore the best practices for creating compelling TikTok content that captures your audience's attention and drives results.
TikTok has its own distinct style, from the quirky way videos are shot to the innovative use of platform-specific features like text overlays, voiceovers, green screen, and duets. To succeed on TikTok, businesses must embrace these elements and create content that feels natural and seamless to the platform. When brands adopt a TikTok-first mindset, the results are impressive. According to TikTok's own research, 74% of viewers say they are captivated by TikTok-first ads. Moreover, such ads experience a significant boost in brand outcomes and drive 3.3 times more engagement, including clicks, likes, and shares, compared to other platforms.
One highly effective technique for ensuring your ads are TikTok-first is to collaborate with TikTok creators. The TikTok Creator Marketplace offers a convenient platform for connecting with creators of all types who can help convey your key messages in a TikTok-friendly manner.
Trends are the heartbeat of TikTok, connecting over one billion users through a shared language. Brands can tap into this cultural phenomenon by using trends as storytelling templates. In fact, 77% of users appreciate it when brands participate in trends, memes, or challenges to create new content.
To stay current with trends in your region, explore the Trends page on the TikTok Creative Center. This resource provides insights into how brands are garnering billions of views by aligning with cultural moments. To further enhance your understanding, TikTok Academy offers a dedicated trends module.
Production on TikTok need not be complex, but adhering to some fundamental practices can significantly enhance the efficiency of your creative assets. Shooting content vertically, using high-resolution footage, and respecting the UI-friendly "safe space" are all steps that can optimize your content for spending and targeting purposes.
It's important to note that even the most compelling ads can experience creative fatigue over time. To maintain consistent results, regularly refresh your ad creative to keep your audience engaged
Effective storytelling is not just a skill for TikTok creators; it's also a powerful strategy for brands. By capturing users' attention, conveying value, and inspiring action, a well-structured content piece can guide your audience through your ad and keep them engaged. TikTok recommends a three-part structure consisting of a hook, body, and close:
Hook: Research shows that 90% of ad recall impact occurs within the first six seconds. To make a strong impression, communicate your ad's value proposition early and maintain audience engagement with captivating hooks, such as suspense, surprise, or emotion.
Body: To carry your audience through your story, use additive branding cues. For example, ads featuring the product on-screen result in a 65% increase in brand affinity and a 25% uplift in recall
Close: Seal the deal with customers by concluding with a strong call-to-action (CTA). CTA cards, rather than interrupting your content, can lead to a 45% lift in recall and a 19% increase in likability
Editing techniques play a crucial role in creating interest, capturing attention, and ensuring ad memorability. Incorporating elements like music, transitions, movement, text overlays, emojis, and branding can significantly enhance your content's appeal. Fast scene changes, in particular, are effective in drawing viewers in early and making a lasting impression.
Sound is a vital aspect of the TikTok experience, as affirmed by 88% of TikTok users. Music, in particular, adds an uplifting, energizing, and entertaining dimension to TikTok content, according to half of the platform's users
TikTok offers an exciting frontier for businesses to engage with their target audience through creative, short-form video content.
By embracing a TikTok-first approach, leveraging trends, adhering to production principles, crafting compelling content structures, employing effective editing techniques, and harnessing the power of sound, businesses can create TikTok content that not only captures viewers' attention but also drives meaningful engagement and results. Want to hear it from Tiktok themselves? Check out this article by Tiktok right here!
Are you ready to embark on your TikTok marketing journey? Dive into the world of TikTok and unlock the potential to connect with a diverse and engaged audience.