Quick Insights on TikTok Marketing
TikToks are playful, humorous and entertaining video clips but can also be educational and resourceful if delivered using a fast-paced story-telling format.
Because TikTok thrives on humour, there is a natural opportunity for brands to show a more playful, less serious, less corporate side of your business. Be prepared to make fun of yourself, your products and your industry. Your customers are more likely to remember humorous ads and they are also more likely to become loyal to brands that make them laugh; it is a win-win for both the marketing goals and creating a memorable customer connection.
Brands that join TikTok should be prepared to ‘strategically’ lower their video production quality to create more natural, authentic and transparent creative that millennials and gen z appreciate. In addition, these brands should be prepared to film and edit their content within the TikTok app itself rather than uploading studio creative from a Premiere or After Effects program for increased audience reach within the app that favours original content built in-app.
TikTok generally requires a unique strategy of its own, separate than the content planned for Facebook or Twitter, particularly because it is video based, often requires a story arc or hook within 15 seconds, and relies on following the TikTok trends/zeitgeist of the day/week. For these reasons, the creative flow and content approval flow (from concepts to publishing) need to occur more quickly than a traditional content calendar typically requires.
Full Blast Creative’s Approach to TikTok Marketing & Advertising
Once we have the general idea, we’ll write up a concept brief, generally a couple sentences or more to explain the idea. If approved by the brand, we’ll film the concept within the brand account, save it to localized drafts, then screen record the concept and send it to the client for approval prior to publishing. Text overlay edits can be edited or adjusted.
Full Blast Creative suggests planning and filming 35%- 45% of your TikToks ahead of time to reinforce key brand messages and brand pillars, and upwards of 55% - 65% of your TikToks should be more flexible, following daily trends to promote your brand in a fun and light-hearted manner.
Please note, there will be some duds that never make it to air, it’s a part of the process and humour is subjective! Because humour is subjective, TikToks should not be held to a committee review and corporate needs to know this. Much like Saturday Night Live can have you in stitches one night and silent the next, often because you missed the cultural reference they’re built a segment on, it’s the youth of TikTok who are leading the way in establishing these trends, which then trickle down to the older Millennial and GenX users on the app. This means there can be a huge culture gap between corporate that may not understand why the TikTok is funny or relevant to a youth market.