Top tips for TikTok
How to break through the noise on TikTok.
While many were initially quick to write it off, there’s now no denying the power of TikTok. With an estimated 34 million videos uploaded to the platform every day it can be hard to breakthrough the noise and achieve “viral” success. But let us help you, we’ve created award winning TikTok campaigns and below we’ve shared a few things we’ve learnt along the way.
Keep it short and snappy.
While the average watch time of TikTok users has nearly doubled since its launch, it’s still much shorter than other social platforms with the optimal video length being 21-30 seconds.
Centralise design and captions.
Although TikTok videos are displayed in full screen, it’s important to ensure that the design is centralised, especially any captioning, as they may be cut off by either the brand logo at the top of the frame or the caption at the bottom.
Create campaigns not standalone content.
TikTok videos don’t typically perform well as a one-off and instead work better if they’re part of a series. Consistently posting regularly is also important for performance so don’t make a one-off video that isn’t backed up, making a series will improve brand awareness and campaign reach.
Tell a story and be authentic.
Don’t focus on adding too much branding, be genuine and focus on telling an engaging story. The key with TikTok ads is to make them look as user generated as possible and not obviously an ad. Make sure you’re telling a story users will be interested to follow that’s not made up of heavy branding and generic taglines.
Consider using humour.
The charm of TikTok is that it’s much more informal than other social media platforms. In other words, the majority of users aren’t looking for serious content. A recent study found that the majority of users say they visit TikTok for funny/entertaining content. So, if possible, add in some humour so users can relate to your content and will be compelled to keep watching.
Have a clear call to action.
So you’ve caught users’ attention, now what do you want them to do? With every piece of content, it’s important to have a clear call to action that tells users what they should do next. Do you want them to follow a link, share with friends, or leave a comment?
Captioning is a must.
While TikTok videos autoplay with sound on, it’s believed around 20% of users turn their volume down and watch on silent. Therefore, captioning is a must so you don’t rely solely on a voiceover to get your message across. Captioning is also vitally important for accessibility so users who rely on captions can experience and interact with your ads properly.
