Short-Form Video and TikTok Campaigns: A Starter Guide

Today, video marketing is one of the most successful and engaging strategies for businesses to connect with their consumers. Video content stands out and can help brands gain awareness, aid in search optimization, and help make your brand feel more personal compared to other forms of advertising. And now, with TikTok, Instagram and Facebook Reels, and YouTube Shorts gaining in popularity, it is clear that short-form video is gaining more traction with consumers. It makes sense as the human attention span continues to decrease by 88% every year, from 12 seconds in 2000 to eight seconds today. 

The world’s most successful TikToks are only 16 seconds on average, so how do you create video content that is both engaging and gets your marketing message across to your customer?  Here are a few tips and tricks to help you create successful marketing videos and gain conversions from the ads you place on video-centric platforms like TikTok. 

Capture Attention Quickly

The first step is to know how to catch your audience’s attention. With consumer’s eight-second attention span, the most successful TikTok and short-form video campaigns gain their viewer’s attention and clearly display their marketing message within the first three seconds. These ads have higher clickthrough rates, and 45% of people who watched the first three seconds will continue watching the next 30 seconds. 

Use the Right Format

TikTok ads that are vertical and full screen and feel like they belong alongside other user-generated content (UGC) are the most successful. Also, ads that utilize sound amplify users' connection and ensure maximum engagement. Half of all successful ads use up-tempo background music or trending audio starting in the first three seconds of the video. 

Consider the Channel

If it’s a choice between TikTok and Instagram, start with TikTok and then post your TikToks to Instagram Reels. However, content that does well on one platform may not do well on the other. Using an emotional message in your videos gives them the best chance to engage with consumers. And make sure to use popular and relevant hashtags on your videos to help them display to  the people interested in your products. Popular topics include: 

  • Behind-the-scenes videos of how you make your products

  • Before and after shots

  • Interesting “day in the life” stories

  • Employee interviews

  • Educational how-tos or recipes

Short-form video is certainly becoming a popular form of social media, and implementing these quick tips will help you successfully start your campaigns. 

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