Information in this blog post was obtained from Social Media Examiner, Hootsuite, and Pretty Little Marketer.
I work for University Marketing at Fort Hays State University as a Student Marketing Assistant. It is part of my job to come up with ideas for TikTok and reel videos. I have found that the best videos are the ones that are authentic and something that the viewers can relate to. These videos always perform well with the most views, likes, and comments. While we sometimes may think the videos are easy to make with minimal effort, they give our viewers something they enjoy watching. When we get too busy trying to sell, we forget about how content creation is supposed to tell a story of what our brand or business is about. I know first-hand how frustrating it can be to try your best on a video and it does not turn out how you had hoped. However, stories that viewers can relate to is what keeps them engaged in our content. We all remember Reesa Teesa who went viral for telling her story on the app through a 50-part series and ended up gaining major exposure. All she did was tell her life story.
Everyone has a story they want to share. It’s the same for every brand. Whenever you visit a brand or influencer’s page, you can see what story they are trying to tell. Some are funny, some are empathetic, and some are informative. It is best to be authentic and show users who you are. People and brands that do this on TikTok are often the most successful. I have been a content creator for a little over a year, and at first, I had no idea what I was doing. My co-workers and I were starting from scratch when it came to doing video marketing. All we really knew was the trends that were taking place on TikTok and what we would enjoy seeing as college students and previous prospective students. By knowing those things, we could relate to our audience on a personal level because we essentially were the audience. All our video content started to come to life with relatable content that made our audience laugh and realize that there is a community with them feeling the same way. We don’t always get it right, but it helps to know what the audience wants.
Storytelling is a major success when using TikTok. Since TikTok has grown rapidly in the last couple of years, storytelling is even more important now to get your content on the For You Page. Storytelling can include anything from your caption to your background and the movements or words in the video. It is an experience for viewers and viewers will stick around to watch a story unfold. These techniques can make a video memorable and keep an audience for the entire video to get the whole story. Like any other platform, storytelling is important as it builds trust with your audience and sets up authority for your brand.
Formula for TikTok Content Creation & Storytelling
Hook: A hook can grab viewer’s attention and can convince them to keep watching. A hook can immediately captivate an audience. This can be a statement that relates to your audience, or a pain point you can help with.
Agitation: Hint to what can or will happen if a solution isn’t found and implemented.
Solution: Present the solution.
Outcome: Show the outcome your audience is after and can achieve once they use your solution.
Comments and replying to audience: Encourage your viewers to comment and engage with the video. Comments are a big part of TikTok’s algorithm. The video will rank higher if there are more comments. To show your audience that you are listening to them, it’s easy to reply to a comment with a video either answering their question or another video.
Lean into the algorithm: Since it’s hard to get views on the app, it’s important to use the algorithm to your advantage.
Behind-the-scenes: Since we are trying to be authentic to our brand or business, we have to be honest. When you show behind-the-scenes content, this helps viewers to trust you and feel like they are a part of the journey as well. Show the behind-the-scenes of how to make a product, how you set up for a video, etc. As long as you are being authentic, your brand is humanized.
Inspire shares: Telling your brand or business story often doesn’t look like an ad. To inspire viewers to share content,
Brand & Business Examples
Many brands and businesses have adopted the storytelling technique to improve their TikTok presence. Each brand can tell its story differently. It’s best to be creative and try to appeal to your audience. Reesa Teesa, a viral sensation, told the story of her heartbreaking love story with her ex-husband. Since her story was so relatable to people by what she said and what she went through, it inspired many to watch it all the way through. Another brand that has used techniques to resonate with its audience is Pandora. One of their videos included a caption about how if the viewers were seeing their video, it was their sign to go to Pandora. It shows that it’s lucky they got on their For You Page and they also used a popular Taylor Swift song on top of that to make it personal. A lot of makeup brands partner with influencers that specialize in their area to help show a product. These experts in the field can start with a hook that automatically boosts the brand’s credibility. They can also show the product in action and how great it is without just talking about it.
Know Your Audience
This storytelling technique is inspired by knowing your audience. When you know your audience, you can create videos and content that relate to them and solve their problems. It can be a hard thing to learn your audience. That’s why you have to ask them questions. Here are some ways from Pretty Little Marketer that can help you get to know them.
Statistical Characteristics- When asking your audience what their statistical characteristics are, it can inform your strategic decision-making. This includes research about your audience’s demographics such as age, gender, and location. This is your starting point for your upcoming decisions on what platforms to use, what content will resonate, and how to execute.
Connection Points- Next, you want to ask your audience what their shared connection points are, which can inform your relationship tactics. This is any shared interest between you and your audience as well as any pain points you can solve. Remember that this isn’t a selling tactic, this is what you or your brand do aside from that. For example, Social Media Marketing University (SMMU) connects with its audience by helping students understand social media marketing with tips, tricks, and advice. Knowing those connection points can help your content be relatable to your audience.
Digital Habits- You also want to ask your audience what their digital habits are, which can inform your distribution strategy. All digital habits include what they do online, where they do it, and how they do it when it refers to interacting and engaging as well as selling and buying. This is a time when you need to use your data and your competitors to see what is working best.
Scrolling Approach- Lastly, you need to ask what their scrolling approach is, which can inform your content and execution. Figure out what your audience is doing in their day-to-day life. Find out when they are scrolling and engaging the most compared to not at all. Use these insights to inform what you share and when.
As I reflect on my journey as a content creator on TikTok, I’m reminded of all the brainstorming of ideas, filming takes, and engaging with our audience. It hasn’t always been easy, and there have been moments of frustration and self-doubt along the way. But through it all, I’ve learned the power of authenticity and storytelling in connecting with our viewers on a deeper level.
As you navigate your path in the world of TikTok content creation, I encourage you to embrace the storytelling techniques and insights we’ve explored together. Remember that your voice matters and your unique perspective has the potential to captivate and inspire audiences around the globe. Whether you’re a seasoned marketer or starting from scratch like I was, know you’re not alone on this journey. We’re all learning and growing together, sharing our stories, and supporting one another along the way. So go ahead, take that leap, and let your authenticity shine. The world is waiting to hear your story.
To read more about building a strong connection with your audience and mastering brand loyalty, read Ali’s blog post here.
Disclaimer: No AI was injured in the production of this content. AI (ChatGPT) was used as a tool to supplement, enhance, and make suggestions in writing this blog post.
Resources
By. (n.d.). Tiktok Storytelling: How to stand out from the crowd. Social Media Examiner. https://www.socialmediaexaminer.com/tiktok-storytelling-how-to-stand-out-from-the-crowd/
Hirose, A. (2024, February 9). The 2024 Guide to TikTok Marketing: Tips, examples, & tools. Social Media Marketing & Management Dashboard. https://blog.hootsuite.com/tiktok-marketing/
Marketer, P. L. (2024, April 4). Pretty little marketer on LinkedIn: Follow @prettylittlemarketer for Moooore 💌: 19 comments. Pretty Little Marketer on LinkedIn: follow @prettylittlemarketer for moooore 💌 | 19 comments. https://www.linkedin.com/posts/prettylittlemarketer_follow-prettylittlemarketer-for-moooore-activity-7181546138351599616-_YCZ/?utm_source=share&utm_medium=member_desktop
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