TikTok has taken the world by storm, which includes blowing up on the marketing scene as one of the most effective ways of reaching millions of people via uniquely creative video content. Of course, this means that brands are embracing this bold new platform and all the new marketing possibilities it offers.
Of course, for your small business, it also means that you can learn from their early successes as well as some of their most common errors. With a strategic approach, you can use the following tips as a sort of best practices guide for TikTok video marketing.
Tip #1 Stay On Top of Existing Trends
TikTok uses its own sophisticated algorithm to prioritize content. It bases many of its key factors on popularity, trends, and the number of views that certain types of content receive.
This means that your in-house marketing team would also do well to stay abreast of trending hashtags and popular memes. These insights can serve as a stepping-off point to help them create relevant content appealing to your target audience. It can even help you understand how you can customize video content for certain demographics.
Just bear in mind that TikTok requires your team to be engaged with their platform to be able to keep up with the latest trends. The vast majority of TikTok users tend to seek out content under trending hashtags that can help introduce your brand image to a whole new audience.
Being able to leverage existing trends can also help you expand your creativity, and inspire your marketing team to try bold new creative content concepts based on knowing what successfully draws in viewers.
Tip #2 Developing Partnerships That Help Boost Your Brand Awareness
You might be happy to hear that the coop marketing concept is alive and well inside the realm of TikTok. It allows you to be bold about tapping into the expertise of others to help make the most of your current and future marketing strategies.
TikTok’s Creator Marketplace enables you to find businesses, personalities, influences, and experts at creating meaningful content online. By being able to tap into individuals from diversely different backgrounds, a brand can find someone with the expertise they need to help produce relevant videos, entertain audiences, and offer a unique point of view.
Tapping into the power of experienced content creators can help your team take your brand to the next level. When paired with influencers this strategy can also help set your products and services apart by getting real people to offer up testimonials and share positive experiences they’ve had with your brand. You should also note that Influencers can offer authentic content that is relatable to their specific audience.
Tip #3 Cultivate a Delicate Balance Between Promotion & Entertainment
TikTok’s increasing popularity offers up a unique opportunity to both entertain and informs your target audience. This includes an opportunity to promote your brand with innovative content that is just as promotional as it is entertaining.
It can be a challenge for some marketing teams to avoid sounding “Salesy” which tends to put off TikTok users, who expect to be entertained. If your video appears to be too much of an advertisement, chances are good that potential viewers will skip right over it. If they come to recognize your brand image and associate it with you simply using the platform exclusively for promotion, they might avoid future opportunities as well.
Tip #4: Develop Videos with Full-Screen Focus
The Majority of TikTok users prefers to view video content in portrait mode. This means your marketing team or in-house video content creators need to produce all videos in a 9:16 video format to ensure the most appealing video for your audience.
This ensures that your video is taking up the entire screen, which further boosts viewability by the users. This means that you also need to consider this preferred layout when developing content that best showcases your product.
Tip #5 Include A Call To Action
A bold Call to Action (CTA) within any video ad creates a connection to the viewer and is one of the stronger aspects of TikTok. So make sure to provide a clear next step for the user to take after watching your video.
This might include things like encouraging the customers to click on a link to shop for deals, view offers, learn more, or even find a location. Including clickable buttons embedded in your video or afterward will go a long way toward generating more traffic on your website and seamlessly connect your product with the audience.
At the same time, it also creates a more interactive experience for the viewer as they can go beyond the content of a short video to learn more about your brand, products, or services.
Tip #6 Incorporate Variety In Product Placement
It’s been said that “Variety is the spice of life” and this is just as true when it comes to many of TikTok’s top-performing ads. This includes things like changing backdrops and settings to keep the viewer engaged. At all costs, you want to stay away from using a static, stagnant background with the same monocular viewpoints.
Ideally, you want to use changing camera angles to create a more diverse and appealing advertisement. Then working this concept through various scenes helps draw the viewer in and create a memorable message.
Tip #7 Time, Length & Timing Is Key
Timing is everything on TikTok, timing is everything. A video that is too short makes the message seem vague and unclear. If the video message is too long, you risk the viewer losing interest and may check out or move on before the essential information is displayed.
TikTok metrics note that the majority of most viewed videos tend to fall between 21 to 34 seconds in length. You can use this to maximize your message and provide the best opportunity to create an ad that will connect with your audience in a way that drives conversions.
Tip #8 Always Use Authentic & Original Content
TikTok’s success comes in part from the posting of fresh original content. The overarching goal is to increase brand visibility, and stay relevant while being entertaining. Yet this entertainment component also needs to be fresh and not simply a retread of something else that landed last week.
You also need to post frequently, which will better help you to see what is working and what isn’t. TikTok’s algorithm can also help you adjust your posts based on the impressions that it generates.
Tip #9 Use Humor Strategically
TikTok users love to be entertained, and one of the best ways to connect is through humor. Though it can take some time to figure out your target niche as well as how to create content that highlights your brand.
This might involve creating playful videos that are funny and make your product memorable. Rather than focusing on views, try to prioritize fun content that the audience will want to follow.
Tip #10 Always Use Closed Captioning
Closed captioning isn’t just for the hearing impaired. By using it throughout your video it serves to amplify the message while also making the content easily accessible. This is especially important in a call to action, which helps your ad to stand out and be more memorable.
Closed captioning also makes it easy for TikTok users who are scrolling without sound to access your message, and reduces the chances of them skipping the video altogether.