Video Marketing For Social Media: TikTok

Video marketing for social media is rapidly evolving, with TikTok video standing at the forefront of this evolution. Its explosive growth and massive user base make it a prime space for businesses to engage with a vast audience. TikTok's unique format has become one of the most influential social media platforms worldwide.

That's because TikTok is a powerhouse for video content that both entertains and converts viewers. It provides the perfect environment for brands to create captivating content and build a strong presence. But, whether you're new to TikTok or looking to enhance your strategy, understanding its dynamics is crucial for leveraging its potential. This guide will walk you through the essential steps to mastering TikTok video marketing.

Check out our ongoing Social Media series to learn about video marketing for YouTube and Instagram.

The Power of Social Media

Having a place to showcase your business's culture, values, and mission helps you attract customers who resonate with your brand's identity. Social media platforms provide the opportunity to connect deeply with your potential customers and foster relationships that can lead to increased sales and brand loyalty.

When you consider the following statistics, it's clear that social media marketing is integral to a successful business.

• Social media has captivated an astounding 4.95 billion individuals worldwide, representing an impressive 60% of the global population.
• Nearly three-quarters of shoppers say they research products on social media before making a purchase, and 76% of social media users have made a purchase based on a product they saw on a social platform.
• Consumers who engage with a business through social media spend 40% more on that business' products.

The Power of Video

In the world of social media marketing, video reigns supreme! As consumer behavior evolves, video content continues to stand out as an extremely effective way to capture attention and drive engagement. In fact, video marketing is projected to reach $150 billion by 2025, underscoring its dominance in digital marketing strategies.

With its ability to convey complex messages in an appealing and easy-to-digest format, video can make your brand more relatable and memorable. Whether it's showcasing products, sharing company updates, or telling your brand story, video provides a dynamic way to resonate with viewers and make a lasting impression. Here's why integrating video into your social media strategy can be a game-changer:

• Increased Engagement: Videos generate 1200% more shares than text and image content combined. This means your message has a higher chance of reaching a wider audience and sparking meaningful interactions.
• Enhanced Retention: 95% of a message is retained when viewed in video format, compared to just 10% when read in text. This makes video an effective way to ensure your brand's message sticks with viewers.
• Boosted Sales: 73% of consumers are more likely to make a purchase after watching a video that explains a product or service. By showcasing your offerings through engaging video content, you can drive higher conversion rates.
• Greater Reach: Social media platforms prioritize video content, with posts that include video seeing up to 48% more views than those without. This algorithmic boost means your video content has a higher chance of appearing in users' feeds.

The Power of TikTok

Undoubtedly, TikTok is the defining app of our time. This rapidly growing platform has revolutionized social media by targeting today's fleeting attention spans and popularizing short-form video content. Though a large portion of the people viewing TikTok are Gen Z and Millennials, its audience is incredibly diverse, spanning many age groups and walks of life.

Boasting over 150 million active users in the US, TikTok has become THE source for an endless stream of captivating, bite-sized content. With over 1.5 billion downloads globally as of January 2024, it offers a powerful way to reach a wide audience. In fact, data shows that video marketing on TikTok is essential for getting your brand discovered:

• Over 70% of TikTok users log in at least 8 times per day, globally spending an average of 95 minutes per day on the platform. This makes engagement levels exceptionally high.
• Studies show that TikTok videos are 1.5 times more likely to be shared than photos and 1.2 times more likely than text-based content.
• 89% of TikTok users say they discover new products through the platform, highlighting its role as a discovery engine for brands. In fact, 40% of users rely on TikTok as a search engine, with one in 10 Gen Zers relying on it more than Google.
• Over the next 2 years, TikTok is projected to increase in-app purchases by 67%.
• TikTok achieves 118% organic reach for brands, which is over 100% more than Facebook.

TikTok Content Basics

Incorporating TikTok into your video marketing strategy amplifies your brand's visibility and engagement, tapping into a vibrant community of content creators and consumers. Whether aiming to drive conversions or build brand loyalty, TikTok's dynamic platform offers unparalleled opportunities for growth and creativity. But to really get the most from TikTok video marketing, you should start with the basics: Video Type & Video Specs

Best Videos for TikTok

TikTok thrives on short, relatable content that shares insight, builds community, or evokes emotion. Consider the following types of videos in your TikTok campaign:

• Educational Videos: Sharing your tips and hacks with tutorials and how-to videos can significantly increase visibility and boost engagement. These videos help build brand awareness and credibility while driving traffic and generating leads.

• Behind-the-scenes videos: Offering transparency into your company's operations, culture, and team fosters trust and builds a personal connection with your audience. By showcasing real, unfiltered aspects of your business, you humanize your brand and create a sense of authenticity that sets you apart from competitors.

• Product Demonstrations: Posting product demonstration videos on TikTok helps showcase your products in action, highlighting features and benefits to attract and inform potential customers. These  videos can drive interest, boost conversions, and make it easier for viewers to understand how your product fits into their lives.

• User-Generated Content: Encouraging user-generated videos on TikTok leverages authentic, peer-driven content that can enhance credibility with potential customers. It also fosters community engagement and amplifies your brand reach by showcasing real-life experiences and endorsements from satisfied people using your product or service.

• Duet Videos: Enabling users to interact with your original video by adding their own reactions, performances, or responses fosters collaboration and engagement with your brand. Alternatively, this fun split-screen format also allows businesses to engage directly with trending content and collaborate with other users, enhancing visibility and interaction.

• Challenge Videos: Inventing your own challenge video can drive viral engagement by encouraging users to participate and create their own content related to the challenge. This fosters a sense of community, boosts brand visibility, and leverages user-generated content to generate buzz.

TikTok Marketing Video Specs

Understanding TikTok's video specifications ensures that your content appears polished and professional on the platform, optimizing engagement and reach.

Organic TikTok Videos

• Length: Up to 10 minutes (but ideally less than 60 seconds)
• Resolution: 1080 x 1920 pixels
• Aspect ratio: 9:16
• File type: MP4 or MOV
• Maximum file size: 287.6 MB
• Recommended settings: H.264 video codec, AAC audio codec

TikTok Video Ads

• Length: 5 to 60 seconds
• Resolution: No restrictions (at least 720*1280px is recommended)
• Aspect ratio: 9:16, 1:1, or 16:9 (9:16 is recommended)
• File types: .mp4, .mov, .mpeg, .3gp, or .avi
• Max file size: 500 MB

3 TikTok Video Marketing Tips For Success (And Going Viral)

1. Lean Into the Features

TikTok is different from other platforms due to its emphasis on short-form video content. Creating compelling content on TikTok requires understanding its unique formats and features:

• Short-Form Videos: TikTok videos range from 15 seconds to 3 minutes, but the most popular content is between 21 and 34 seconds long. Users scroll through an endless feed of short videos, making the first few seconds crucial.
• For You Page (FYP): The FYP is an algorithm-driven feed that curates content based on user preferences and trending topics. This is where videos go viral. Getting your video on the FYP can drastically increase visibility, so review it frequently to understand what type of content is resonating with viewers.
• Trends and Challenges: TikTok thrives on trends and challenges. Monitor the new  Explore Page, which showcases trending hashtags, challenges, and popular content. Participating in these can boost your reach and engagement, but you must act fast to maximize your chances of riding the trend wave.
• Hashtags: Hashtags play a crucial role in enhancing video visibility. They aid the algorithm in showcasing content on users' personalized "For You" pages. While there are no restrictions on the number of hashtags you can use, it's important to note that captions are limited to 100 characters.
• Music and Effects: TikTok's extensive library of music and effects is integral to content creation. The app defaults to a sound-on experience, so use popular and trending songs or sounds to make your content more discoverable. Try TikTok's filters, visual effects, transitions, and AR features to make your video more eye-catching and engaging.
• TikTok Live: TikTok Live allows you to broadcast live videos to followers, engaging with them in a more immediate and interactive manner. During a live stream, viewers can comment, send virtual and monetary gifts, and interact with you in real-time. This feature also presents a captivating platform to respond to comments, host Q&A sessions, or launch products.

2. Be Authentic

When creating content for TikTok, maintaining authenticity is crucial for connecting with the platform's audience. By focusing on these factors, you can create TikTok videos that resonate with viewers and foster a genuine connection with your audience:

• Relatability: TikTok users value content that feels genuine and relatable. By embracing the platform's raw and unscripted nature, brands can showcase the human side of their organization, which resonates on a more personal level. This approach builds trust and makes the brand more approachable, which can lead to higher engagement and brand loyalty.

*Avoid overly polished or scripted videos, and instead, focus on real-life experiences. Share relatable stories, behind-the-scenes glimpses, or user generated content. Videos that reflect everyday moments, struggles, or triumphs foster a stronger emotional connection with viewers.

• Originality: Authenticity on TikTok is also about standing out with unique and original content. While participating in trends and challenges is important, adding a unique twist or perspective helps maintain originality.  Original content helps differentiate the brand from competitors and can enhance brand recall among viewers.

*Identify the key themes or values of your brand. Whether it's your brand's personality, mission, or product features, ensure these core aspects are central to your content. Don't copy others' content directly; instead, use popular trends as a springboard for your own creative ideas.

• Transparency: Today's consumers crave transparency from the brands they interact with. In an era of skepticism and distrust, being open and honest will build trust with an audience. Being vulnerable and authentic helps a business stand out as genuine and trustworthy, capturing the attention and loyalty of its audience.

*If you're promoting a product or service, clearly disclose any partnerships or sponsorships. Authenticity is enhanced when viewers know you're honest about your affiliations and motivations behind the content.

• Engagement: Unlike traditional marketing channels that often rely on polished and carefully crafted messaging, TikTok encourages brands to embrace a more conversational and candid approach. This allows them to connect with their audience on a more intimate level, creating a sense of community and trust.

*Use TikTok's interactive features like polls, Q&A, and duets to interact with your audience in a direct and genuine way. Respond to comments, engage in conversations, and show appreciation for user-generated content. This shows that you value your audience's input and support.

3. Understand The Algorithm

TikTok's algorithm is designed to provide a highly personalized and engaging user experience. While the algorithm favors personalized content, it also promotes trending and popular videos.  Its key focuses include:

• User Interaction: The algorithm prioritizes content based on how users interact with the app. This includes likes, comments, shares, and the duration of video views. Content that receives higher engagement is more likely to be shown to other users with similar interests, providing opportunities for organic brand amplification.

*Aim to create videos that encourage interactions. Engaging directly with viewers, such as responding to comments or incorporating user-generated content, can also boost interaction rates and increase visibility.

• Video Information: TikTok analyzes the content of the videos themselves, including captions, hashtags, and audio tracks. This helps the algorithm match videos with users who have shown an interest in similar themes or topics.

*Pay close attention to the details of your videos, including captions, hashtags, and the choice of audio. Using relevant and trending hashtags can help categorize the content effectively and reach the right audience. Additionally, choosing popular audio tracks can enhance the video's appeal and discoverability.

• User Behavior: The algorithm considers how users interact with the app as a whole, such as their browsing history and the type of content they spend the most time viewing. This behavior helps the app refine and personalize the For You page.

*Understand your target audience's interests and preferences. By analyzing insights and analytics, you can tailor content to match what resonates most with your audience.

• Content Discovery: TikTok also emphasizes the discovery of new content by occasionally showing users videos that are trending or popular in the broader community, even if they don't align perfectly with their past behavior. This helps keep the user experience fresh and engaging.

*Stay updated on current trends and challenges, and consider incorporating them into your content strategy. Participating in trending challenges or using popular sounds can increase the likelihood of content being featured on users' For You pages and broaden its reach.

More Best Practices for Creating TikTok Content

Optimize Your TikTok Profile

Your TikTok profile is a crucial aspect of your brand presence. Optimize it to attract and retain followers:

• Profile Picture and Bio: Choose a clear and recognizable profile picture. Craft a bio that effectively communicates your brand's message.
• Link in Bio: Utilize the link in your bio to drive traffic to your website or other social media platforms.

Utilize TikTok Video Ads

TikTok has several ad options to choose from. Pick the one that fits your needs best so you can get the most out of your TikTok ads.

• In-Feed Ads: These ads appear in users' feeds and blend seamlessly with organic content.
• Branded Hashtag Challenges: Create a challenge to encourage user participation and increase brand visibility.
• Spark Ads: These ads allow brands to promote their own videos or enhance existing organic content that is already performing well.
• TopView Ads: These ads appear as the first thing users see when they open the app, ensuring maximum exposure.

Analyze Performance Metrics

Regularly tracking and analyzing TikTok performance metrics helps refine strategies to better engage users and improve content relevancy:

• Views and Engagement: Monitor views, likes, shares, and comments to measure the effectiveness of your videos.
• Follower Growth: Track the growth of your follower base over time.
• Trending Content: Identify which videos are trending and understand why they resonate with your audience.

Collaborate with Influencers

Influencer marketing can significantly enhance your reach on TikTok. Here's how to approach it:

• Reach Out: Browse creators and find influencers using TikTok's Creator Marketplace. This is a good place to invite people and brands to collaborate on your campaign.
• Identify the Right Influencers: Look for influencers whose audience aligns with your target market.
• Build Authentic Partnerships: Collaborate with influencers to create content that feels genuine and engaging.

Produce Quality TikTok Video

High-quality production values can make your videos stand out. TikTok also prioritizes high-quality videos on the FYP. Consider these best practices:

• Vertical Format: Always shoot in vertical format to match TikTok's display.
• Good Lighting and Clear Audio: Ensure your videos have good lighting and clear sound quality.
• Editing: Utilize TikTok's in-app editing tools or external software to enhance your videos.

Maintain Consistency

Consistency is key to success on TikTok. The algorithm prioritizes newer content, so posting videos regularly and at the right times is critical to growing your following.

• Use A Calendar: Develop a content calendar and stick to a regular posting schedule.
• Post Often: TikTok recommends posting 1-4 times per day, but even 3-5 videos per week can help you stand out.
• Time Your Posts: The time to post your video should be based on your metrics, but a recent study found that some of the best performing times were Tuesdays at 9am EST, Thursdays at 12pm EST, and Fridays at 5am EST.

Conclusion

As TikTok continues to dominate the social media landscape, mastering video marketing on this platform is essential for staying competitive and relevant. TikTok offers unparalleled opportunities for brands to connect with a large audience. By harnessing this platform's capabilities, understanding its unique features, and following these best practices, you can effectively create compelling content that drives engagement, fosters community and achieves your marketing objectives with unparalleled success.

Ready to elevate your social media video marketing strategy on TikTok? Consult with our experts at Levitate Media for personalized insights and video production tailored to your brand's goals. Reach out today and discover how TikTok videos can propel your business forward!