TikTok is the newest trend in social media with more than 1.5 billion downloads on the App Store and Google Play and more than 500 million active monthly users. The platform consists of 15- and 60-second user-recorded videos that allow for in-app editing and integration with the other major social players.
The largest demographic of TikTok users is between the ages of 16 and 24. But if you think TikTok is just a fad for Generation Z, think again. Since its inception in 2018, TikTok has evolved from a video-creation app solely meant for users to express their creativity to a marketing and advertising haven.
You’ve likely seen the ways brands use Instagram to engage with consumers through posts, stories, live videos, and IGTV. TikTok allows brands to engage with users through video, only in shorter, bite-sized clips. In the last 12 months, brands have created accounts on the platform to explore and engage with consumers. On Tiktok, you can find everyone from influencers and celebrities to politicians and the average Joe.
The allure of TikTok for businesses is the sheer number of active users on the platform. It’s still unclear exactly how the algorithm works but it seems to be much easier for your video content to go viral on TikTok than on other social media platforms.
If your business is ready to try TikTok, here are four types of content to get you started.
#1: Create Your Own Content on TikTok
Even if your brand isn’t well-known, you can still effectively use TikTok for marketing. It all starts with planning great content and using the following best practices.
Be authentic: Most social media users don’t have access to expensive camera equipment or production budgets. They create content with their phones and their time, which is authentic to who they are. Take the same approach with your own content. By revealing your brand’s true personality, users will feel connected to you and relate to you, which builds trust.
Use the two magic ingredients: The two ingredients that generally lead to TikTok content going viral are pets and children. Because the platform’s demographic is younger, there’s more interest in watching humorous and entertaining videos with children and animals. If your office has a mascot or office pet, include it in your content. And consider having one of your team member’s kids teach you a hashtag challenge dance and film it.
Remember, TikTok isn’t the place for squeaky-clean first impressions and fake smiles. It’s a place for authentic entertainment, humor, and fun.
Add your own spin: You don’t have to struggle to come up with new and unique content ideas for TikTok. The platform is based around community engagement and hashtags so all you have to do is find existing content and make it your own.
Take part in hashtag challenges or trending dances and songs. If there’s a trend in your niche about having a productive morning routine, show your own. Your unique brand story and personality will differentiate you from others in the same category. Look at what’s already successful on the app and put your own spin on it.
Before you start creating content, get a feel for TikTok’s unique style. It’s not a formal or uber-professional platform; it’s a space for users and brands to experiment with trends, act silly and playful, and show another side of themselves. Tap the magnifying glass button in the bottom menu to open the Discover page where you can see the top trending videos and hashtags. Explore the videos to see how other users make their content.
Create Your First Video
When you’re ready to create your first video, tap the black plus button at the bottom of your screen. TikTok will ask for your permission to access yourNext, you’ll see the recording page come up with a red circle to start recording. Choose either the 15-second or 60-second option first. Then start making your video! phone’s camera, photos, and microphone.
Add Music and Effects
TikTok has various unique effects and features to add to your video, including music. Users commonly create lip-sync videos in the style of Musical.ly where they mouth the words to popular songs. In a way, it’s like creating your own music video. TikTok has almost every popular song on the radio available without copyright infringement issues.
To add a song to your video, tap the Sounds button near the top of the recording screen.
When the Sound library opens, you can browse new releases, genres, trending playlists, and even video game theme music. Save the selections you love to your Favorites by clicking the bookmark icon to the right of the song name.
To add a song to your video, choose it from the library and then tap the red checkmark button to confirm your selection. After it loads, you return to the recording screen and the song’s name will be where the Sounds icon used to be.
Along the right side of the screen, you’ll find effects you can use in your TikTok content:
- Flip allows you to use your front- or back-facing camera.
- Speed refers to the frame speed; you can speed up or slow down your videos.
- Beauty Mode blurs any skin imperfections and improves your face’s clarity on the screen.
- Filters gives you access to dozens of different screen colors, contrast levels, and more. Some filters make specific items look more appealing, like the options under the Food tab, which give your food recordings different visual qualities.
- Timer is one of the features that separates TikTok from other video platforms, allowing you to create video cuts in real time. This means you can record for a few seconds of a song, pause, reposition yourself, and continue recording from the same point in the song. Use the Trim icon below Timer to adjust the length of your video.
- The Flash icon is self-explanatory. It lets you use your camera’s flash.
To the left of the red record button is the Effects icon. When you tap it, you’ll see dozens of different effects you can add to your video. One transforms your face into a deer with a flower crown. Another adds flames to the background behind your face. Some are even interactive, where if you shake the phone while the effect is enabled, it changes your face from one warped filter to another.
To the right of the red record button is the Upload icon, which allows you to upload a previously recorded video on your phone to TikTok. Long videos will need to be trimmed to fit within the 60-second timeframe.
Share Your Video
Once you’ve chosen the music and effects and recorded your video, tap the red circle with the white checkmark at the bottom right of your screen, and then tap Next.
On the Post screen that appears, you have these options:
- Type a description for your video.
- Add hashtags.
- @ your friends.
- Add links.
- Decide who can see the video.
- Save the video to an album.
You can also share the video to WhatsApp, Instagram, and Facebook.
Once you’ve finished creating your post, tap the red Post button at the bottom right to post it immediately or tap the white Drafts button to save it for later.