This post was originally published on December 12, 2021, and updated on May 7, 2023.

Information in this blog was obtained from Hub Spot, SocialMedia Examiner, and Hootsuite.

TikTok has become one of the most popular social media platforms since launching in 2016. TikTok has a large community of people of many different ages and different types of content. From in-app shopping, dance challenges, live streaming, and branded hashtag challenges, TikTok offers a little something for everyone.

According to Hootsuite, TikTok is the #1 downloaded app in more than 40 countries and in the U.S. it has approximately 1 billion global active users. To take advantage of this social media platform you must know how to develop videos that will perform well on the app. The SMMU will provide you with tips on how to format your videos, what content to make, and how to caption them for TikTok.

Tip 1: Videos Optimization for Views and Growth

The first thing your video should have is a hook. There are three types of hooks including a synopsis hook, an empathetic hook, and a curiosity hook as stated in the SocialMedia Examiner.

A synopsis hook is when you explain to the viewers what they will get out of your video. An empathetic hook is when you create a video with an emotional appeal to persuade consumers to watch. Lastly, a curiosity hook is when you create interest by asking a question to your viewers, leaving them to want more of your content.

Whenever you are making the content marketing strategy for your page or your client's page make sure to do market research and find out who your target audience is. Check out my colleague's blog, "Find Your Target Audience: Do Your Research" for more information on how to find your target audience.

Then you can research content to see what videos your audience wants to see. Try looking up other relevant accounts in your industry and see what content is working best whether it is how-to-videos, dancing, reviews of products or services, or funny videos.

You must gain the viewer's attention in the first few seconds of the video as consumers are scrolling through social media feeds for hours a day, so you want to make sure your video cannot be passed up. If you make videos that are relatable and genuine, not scripted, they tend to perform better.

What do your users want to hear? What accounts are your competition and what are they doing? Tailoring your content to TikTok consumers is essential to the success of your page so do not sell yourself short by not feeding into the latest trends!

Tip 2: Different Types of Content

According to the SocialMedia Examiner, three primary types of content can be created on TikTok. These types of content include short (15 seconds or shorter), long (1-3 minutes), and trending (content related to a trending topic that ties back to your brand). TikTok does love original content from its users however, your videos can perform just as well or even better when recreating current trends.

With millions of users posting to TikTok every single day, the platform is very saturated with content creators hoping to be the next star. Marketers can utilize trends by making them personal by adding their style to the videos. Do your research and look at popular trends that can be marketed toward your niche segment.

11 of the best brands on TikTok include the NBA, the San Diego Zoo, Crocs, Duolingo, Gymshark, Chipotle, Dunkin', Fenty Beauty, the Milk Bar, and Planet Money according to Hub Spot. The NBA uses humor like dancing, Q & A's, and dance videos to gain viewers. Fenty Beauty creates make-up tutorials and shows products to market to their target audience. Dunkin' uses influencer marketing and brand deals to boost sales, such as Charli D'Amelio. Gymshark shows clothing, gym products, workouts, fitness journeys, and has influencers promote their brands to create a unique following. Each brand does something different that will be special and innovative to draw in consumer views and sales.

Tip 3: How to Caption Your Videos

On TikTok, hashtags are used for consumers to find your content. They act as search terms for relevant content to curate on a user's feed. Although hashtags are important to digital marketing and increasing reach it is also important to use them strategically.

Whatever relevant hashtags you choose to use take into consideration that they will show up in your caption, so you do want to limit the tags you use to not overwhelm viewers. The focus should be on the video and not the hashtags. Use 3-5 carefully selected relevant tags to optimize their use! It also helps if you focus on hashtags that are closely associated with your video, not generic hashtags such as "#fyp" as specified by the SocialMedia Examiner. You should also keep your captions short as possible as they can take up room on the screen. Get straight to the point so that it is memorable and increases engagement.

Resources

Bump, P. (2022, July 15). TikTok Brands That are Winning at Marketing in 2023. Hub Spot. Retrieved November 11, 2021, from https://blog.hubspot.com/marketing/brands-on-tiktok

McLachlan, S. (2023, April 13). 50+ Important TikTok Stats Marketers Need to Know in 2023. Retrieved May 7, 2023, from https://blog.hootsuite.com/tiktok-stats/

Stelzner, M. (2021, May 6). TikTok Strategy: A Proven Growth Plan. Social Media Examiner. Retrieved November 11, 2021, from https://www.socialmediaexaminer.com/tiktok-strategy-a-proven-growth-plan/