Let's start by looking at four content elements that make up a strong TikTok creative. These elements should be weaved into your creative briefs when launching campaigns with TikTok content as part of your overall deliverables.
1) Captivate within the first 5 seconds
It's important to work with TikTok's algorithm to see the best performance! Once a video is posted, the algorithm always pushes the content onto the 'For You' pages of the platform users. This is done to determine if the content is both relevant and engaging for viewers and if this is the case, it will be pushed to larger audiences and favoured.
With that in mind, it is important to catch audiences' attention within the first 3-5 seconds of the video being posted.
Ask yourself, or ask your creator, what makes a compelling story? how can you hook the audience in from the start? More on how to achieve this later on in this article with content examples!
Pro tip: start with a hook and reveal the conclusion at the end.
2) Hop on viral trends and trending music
This one is straightforward! Request creators to select a trending sound and/or a trend that they can creatively weave into your brand or product offering. A great way to stay on top of all things trending on TikTok is by frequently visiting TikTok's Creative Centre. Discover top hashtags, songs, creators, and content and ads, and get inspired when writing your content briefs.
3) Try to create a feeling that the audience is "missing out"
Recreate the motivation behind the feeling of making your audience feel like they are missing out on a challenge, product, service, or life hack as an example.
4) Work with creators that have a niche on TikTok
Don't be afraid to work with a creator that is not necessarily within your desired niche or product vertical. Instead, look at niche as a new marketing tactic when thinking TikTok. Creators on this platform niche out in creative direction more so than in product category, and so the trick is to find a creator who has found their specific angle and whose audience goes to them for just that.
For example, a creator might be known for showing the day-to-day of being a mom, being great at voice-overs, speaking to hacks, or reporting on productivity trends. There is always a way to weave a product/ service into a TikTok-ers creative angle they are great at!
The following content formats should be considered when looking to make content that is favoured in the algorithm and popular amongst top trending content on the platform at the moment.
1) Green Screen
2) Text Bubbles
3) TikTok Comment reply
4) TikTok Supers
5) Split screens
6) Reasons why/ lists
Also consider video compilations, voice overs, challenge incentives, and duets. Remember to always keep it fun!
Specs and Recommendations
Video File Format: MP4
Aspect Ratio: vertical aspect ratio (9:15)
Dimension: at least 720x1280px
File Size: highest quality possible within the max limit (50-100mb)
Video Length: 1-3 minutes
More information around ads found here.