Unlocking TikTok Success: Secret Insights from a TikTok Event
In the ever-evolving digital landscape, TikTok has established itself as a powerhouse for entertainment. At a recent ‘TikTok for Business’ event, industry leaders shared valuable insights on maximising the platform’s potential. Here’s what we learnt.
The Four Pillars of TikTok Content
TikTok strategy revolves around four key pillars:
1. Entertainment: Engaging, fun, and memorable content that captures viewer’s attention.
2. Emotional Uplift: Content that sparks joy or connects emotionally with the audience.
3. Discovery: Innovative storytelling that invites exploration and engagement.
4. Participation: Interactive content that encourages users to join the conversation or trend
Mastering the Creative Codes
Successful TikTok content adheres to the platform’s unique best practices or “creative codes”. Here’s how you can integrate them:
· Go Native: Authenticity (excuse the buzzword) wins. Use editing tools native to TikTok, shoot on a mobile phone, and collaborate with creators on the platform.
· Structure: Incorporate attention-grabbing hooks, problem-solution narratives, and end with clear calls-to-action (CTAs).
· Stimulation: Employ dynamic editing techniques, including transitions, text overlays, and emojis.
· Sound: Leverage music, voiceovers, ASMR, or audio memes to craft layered, memorable content.
A Broader Vision on Trends
Rather than chasing fleeting viral moments, focus on the broader themes, or ‘signals’ behind them. For instance, trending moments like ‘Hook Baiting’, ‘Subtle Foreshadowing’, or ‘2024 Olympics’ reflect the underlying theme of ‘TikTok Fails’. By understanding the underlying signals, you can stay ahead of the curve.
However, navigating trends isn’t always straightforward – especially when popular sounds are unavailable for commercial use. In such cases, creativity becomes essential. For example, Royal Mail reimagined the viral sound “Looking for a Man in Finance” into “Looking for a Man with Parcels.” This clever adaptation not only bypassed copyright restrictions, but it also aligned perfectly with their brand message.
Did you know? TikTok also provides a monthly ‘Trends Digest’—a valuable resource for spotting relevant themes and formats to shape your strategy.
Case Study: Amazon X UEFA
A standout example of TikTok-first advertising came from UEFA’s campaigned partnered with Amazon. Here’s what they did right:
· Trends Integration: Incorporated popular formats like ‘unboxing’ and ‘Get ready with me’ (GRWM)
· Narrative Branding: They didn’t just slap the amazon logo onto the asset – it was part of the story, with Amazon boxes playing an integral role.
· TikTok-Specific Copy: Used platform-native language such as ‘unbox’ and ‘GRWM’.
· Dynamic Editing: Fast-paced, engaging and tailored to TikTok’s style.
Looking Ahead: TikTok 2025
What can we expect form TikTok moving into 2025?
· TikTok Symphony: TikTok’s new AI tool available in TikTok creative suite, combining human creativity with automation. Essentially, it’s like ChatGPT for TikTok. These tools are revolutionising content creation though:
o AI-powered brainstorming and scripting
o Advanced production tools such as video generation, and scarily realistic avatars and language dubbing
· Social Commerce Revolution: TikTok shop is reshaping the e-commerce landscape. With social commerce projected to grow fourfold compared to the traditional e-commerce, brands can tap into TikTok as a research and purchase hub for their audiences
· TikTok for Good: TikTok for Good is TikTok’s global social impact content program that inspires and brings together communities around the world. It encourages users to unlock the power of creativity to make a positive impact. TikTok is even offering funding for impactful campaigns – if your brand aligns with charitable causes, this is an opportunity worth exploring.
TikTok’s evolution as a platform is shaping the future of content, commerce, and community engagement. By leveraging its creative tools, staying ahead of trend signals, and aligning with its innovative ecosystem, brands can harness TikTok’s full potential to captivate and connect with their audiences.