"DON'T MAKE ADS, MAKE TIKTOKS"
Last year, TikTok launched with an ad campaign for advertisers. Its slogan: “Don’t Make Ads. Make TikToks.” We’ve all heard this many times, but it’s easier said than done!
Here are 4 key considerations for how brands can create authentically for the platform.
1. Keep it Entertaining
TikTok is quite different from other social apps. TikTok is a place to discover (and be entertained by) strangers. The powerful algorithm learns what you like to watch, and feeds you more of the same type of content. Unlike typical social platforms (where the focus is on following people you know), TikTok is an entertainment platform.
To make TikTok-native content, brands should take an entertainment-first approach.
In this example, Vans shows off their shoes and leans into their “Vans lifestyle” in an entertaining way, which looks very different then how they might show up on another platform. They also utilize other formats that work well on TikTok including activating influencers and using the text to speech function.
2. Develop Raw and Authentic Content
Raw, authentic and low-fi content fits in really well on the platform. People typically film their TikToks in a very casual way, and it’s important for brands to do so as well. Polished videos work well on Instagram or a TV ad, but on TikTok, they stand out and scream “AD!” - which means users are more likely to skip over it.
According to a study by TikTok, “43% of heavy TikTok users feel that the ‘advertising’ on TikTok blends in with the content. Users also associated the advertising on TikTok with being more authentic, fun, genuine, honest, real and trustworthy compared to other channels.” This is important to keep in mind when creating for TikTok.
We recognize this is probably one of the scarier notes for brands to consider. The TikTok aesthetic may fall well outside your brand book. So creating for TikTok often requires a leap of faith.
3. Leverage TikTok Storytelling styles
The way stories are told on TikTok is very different from any other platform. Leveraging the unique storytelling styles requires some understanding of what feels native on the platform. At Movers+Shakers, we’ve spent a lot of time codifying these different storytelling styles so we can help recreate that for brands. Here are a few examples:
Text callouts
POV Storytelling
Effects
Make sure that whomever is creating your TikToks has a deep understanding of TikTok story formats, so your content fits in authentically.
4. Jump on Relevant Trends
Every week, new trends blaze through TikTok – music, skits, jokes, dances. Joining these trends can help your brand in two ways. First, TikTok’s algorithm boosts the exposure of videos participating in what’s trending, giving you a boost in viewership. And second, your brand benefits from the “cool factor” from the trend. It’s a great way for brands to create in an authentic and TikTok-native way.
When it comes to trends, we know audio usage rights are a big pain point for brands, but that doesn’t mean you can’t participate. You just have to work harder to find trends that are accessible and be creative in how you approach it.
Creating content for TikTok can seem like a daunting task. The creative is so different from what most brands are used to. But TikTok is the present and the future. It’s already one of the most used apps in the world. In fact, TikTok was the most downloaded and highest grossing non-game app globally in the first half of 2021. It is also the first non-Facebook app to hit 3 billion downloads globally! If you aren’t on TikTok yet, now’s the time to be!
Curious to learn more? Join us for our upcoming webinar on how to “Not Make Ads, Make TikToks” where we’ll dive into these strategies, and more!
