TikTok-Approved Tips For Creating Video Content

Going viral is extremely hard on TikTok, but that doesn’t mean you can’t get good engagement from your content on the platform. In fact, many brands and creators have found great traction on TikTok, especially with younger audiences.

One of the biggest keys is to make native content. This is something you want to do on every platform. Instead of repurposing your Instagram Reels, create unique content for your TikTok feed. This doesn’t mean you can’t repurpose your content at all. It just means that if you do repurpose your content, do so in a way that makes it look like it was made in TikTok.

Even better is to use the editing tools that TikTok offers to help make your content exciting and engaging. If you film outside of the app, edit your raw video in the app for a more native feel. Don’t forget to add things like filters or text.

When producing your content, reimagine your shot in 9x16, as this is the vertical format that performs best in TikTok. For example, if you are filming a long format video for YouTube, think about how you can shorten it down a little for TikTok and what the shot would look like in 9x16. Also, look for inspiration from other styles you’ve seen on TikTok. This can be things such as transitions or camera angles. Play around and see what works best for your brand.

TikTok is a casual platform. It isn’t about how polished your content is or how high quality your video is. You don’t need expensive equipment to create TikTok videos. Use what you have. Your phone’s camera is the perfect thing to use. Try filming and editing directly in TikTok.

There are a lot of voices trying to be heard on social media. Instead of going broad in messaging for your industry, speak to a niche audience or subculture. You might think this is counterintuitive to getting heard on a platform. But in reality, your niche audience is made up of your super fans. This target audience is more likely to engage with your content, which can boost your content in the algorithm, getting you seen by more people who are interested in your type of content.

TikTok is known for experimentation and it’s good to do some of that. But it’s more important to find a tone that matches your brand’s personality, feels authentic and resonates with your target audience. You don’t want your posts to feel forced. For example, if your brand uses fun, bright colours and pop art for graphics, you don’t want to have a buttoned up demeanour in your TikTok videos.

TikTok moves fast. Shorter videos perform better. Once you’ve written a script, cut it down to keep it short and sweet. Highlight one-liners and punchlines that bring your script to life. In other words, tell your story but do it as quickly as possible. But remember, don’t sacrifice the quality of your story for brevity.

Using trending audio is key to helping increase your reach, but don’t do what everyone else is doing. Put your own creative spin on a trend. Create content from your brand’s perspective. In other words, don’t just follow trends, but rather be unique and show that you have something worth saying. For example, if there’s a trending audio about chaos in your life and you are an artist, show your messy craft desk.

Storytelling is some of the most engaging types of content on social media, including TikTok. Take your audience on a journey. There are a few ways you can achieve this:

• • Tell a story in parts (break it down into multiple videos with cliffhangers between videos)
  • Share behind-the-scenes footage
  • Share challenges you have overcome

Tell your brand’s story (highlight how you have built your brand/your company’s history

Your audience doesn’t want to be sold to 100 percent of the time. Constantly getting hit with advertising posts or posts where you tell people to “buy this” or “get that” will turn viewers off. Today’s consumers want to feel like they have a real connection with a brand. You have to give them something of value. Use your videos as an opportunity to entertain or educate your target audience. Give them a tip or trick on how to do something, a tutorial using a product or some statistics to mull over that will help them accomplish something in their professional life.

You’ve put your content out there and now you are getting some comments. Engage with your audience by commenting back. This creates a sense of community and can help your target audience feel included. Their feedback can also provide insight into how your content is resonating with them.

Take it a step further by engaging with other brands and creators in your niche. Comment on videos from other accounts to help increase your profile and reach on the platform. Commenting on other videos can get you noticed by potential new leads but it can also further build community.

With TikTok, the important thing to remember is to create videos that are fun and engaging in a way that is native to the platform. Drill down to a niche audience and simple script that keeps your videos interesting and moving. Remember to offer something of value to your audience, rather than just selling to them. You want the mix to be about 90 percent rich content (value) and 10 percent advertising. Finally, be authentically you. Stay true to your values and your brand and create videos that feel organic, rather than forced.