Opening: Present the theme of the video in the first 3-6 seconds to set expectations and establish context. In the case of this video, we know that it will be about: "Living with your boyfriend: Bedroom Edition."

Message: Introduce the specific product that will be featured in the video. Share the experience of unpacking the product while pointing out its details and selling points.

Closing Remarks: Pique interest with an ending that re-iterates the product's benefits.

📚 Consider this: We can all relate to the excitement of opening up the front door to see that the anticipated package has finally arrived. There's something similarly exciting about watching others receive and unwrap a product that they've been looking forward to receiving. Unboxing videos are an effective way of building anticipation before the big reveal.

Opening: Reveal the product on display - it can be at home or in use in its natural environment. Captivate the right audience by appealing specifically to certain groups of people who would benefit most from the product.

Message: Continue to showcase the product in use in real-life scenarios through visually appealing imagery, in which the product is the main focus.

Closing Remarks: Drive action with a compelling CTA like "Shop Now!" and include any promotional offers or discounts that are currently available.

📚 Consider this: People crave confidence before buying a product. Most wouldn't buy something without seeing it first. Product Showcase/Glam videos make for a good opportunity to display your product in a satisfying and appealing way - either in a well-lit location that shows all the details, or in a real-life scenario. Zooms and close-ups show off the product details, while giving you a chance to talk about any product benefits or answer any questions viewers may have.

Opening: Create desirability by showcasing multiple clips of the product(s) together, accompanied by text that offers supporting information (benefits, brand and/or product name.)

Message: Emphasize the versatility or range of product benefits through the multiple clips. This way, the product can be featured from different angles and in different use cases. Closing Remarks: Remind the viewer where they can find your product(s) and encourage them to take action.

Product Demonstration

Opening: Immediately introduce your product's purpose and include any promotional reasons that would help the viewer understand why they should buy from your brand.

Message: Illustrate specific situations for which having your product would benefit the viewer. Demonstrate how the product is used in these situations, and how it can make their lives easier. Offer any unique selling points that support why the product is better than any alternatives from competitors.

Closing Remarks: End with a reminder of the value of purchasing your product(s) at the listed price. Re-iterate any discounts, and consider including a strong CTA

📚 Consider this: Show, don't only tell! Showing products in-action empowers viewers to really envision how they would benefit from a product in real life. Product demonstration videos are a great way to prove the claims that you've made about your product by showing it in action. Make it easy for your audience to imagine elevating their routine/home/lifestyle with your brand.

Trend

Opening: Grab your audience's attention by using a trending/recognizable sound on TikTok, and introduce the theme of the video through text and/or VO.

Message: Follow up with shots of the featured product(s) and include supporting text/VO that clearly states the product name, brand, and the personal opinion of the featured talent in the video. Ensure that the message is aligned to the theme that was presented in the opening.

Closing Remarks: End with a link or call to action that guides viewers towards where to explore/buy the product(s) featured in the video

📚 Consider this: Riding on existing TikTok trends opens up a unique opportunity for brands to engage with existing and new communities on the platform. Participate in trends, challenges, and use sounds that are currently popular to reveal the brand's true personality, making it feel approachable and human. You can even create your own version of a sound or ask for permission to use sounds that aren't commercially available.

Opening: Introduce your brand, product by having the designer or a team member speak to the audience directly.

Message: Show behind-the-scenes footage of the creative process of designing the product(s), while the designer or team member shares unique insights. It can be production-related, about how the product was made, or how the idea of the collection came to be.

Closing Remarks: End by telling the audience how/where to find the product(s). They should know exactly where to go to purchase or to learn more about the brand.

Opening: Open with a statement that introduces the theme of the video, along with supporting text/visuals.

Message: Now that the viewer knows what to expect and wants to know more, continue to show visuals that elaborate on the theme that was set in the opening.

Closing Remarks: This example does not include a direct CTA. However, for different ad objectives, we would suggest closing with a motivational line that encourages the audience to try the product themselves.

Opening: Open in the home of a customer who is trying/has tried the product(s) out. Capture your audience's attention with an opening line that piques their interest.

Message: Next, go into the customer's review of their personal experience ordering/receiving/trying the product. Be sure to include the product name, company, and unique selling points.

Closing Remarks: Include a conversational call-to-action, encouraging viewers to give the product a try.

Opening: A simple way to feature a POV is to describe the exact perspective from which the viewer should be viewing the video.

Message: Include footage of a customer happily trying out the product(s). Keep the "POV" text on-screen for the entire duration of the video so the viewer always has the context.

Closing Remarks: The video doesn't have to end with a direct CTA. But you can always consider encouraging action in the last few seconds.

Native Smartphone Footage

The footage in this video is shot in a 9x16 aspect ratio format, and appears to be shot by a smartphone. One of the great things about TikTok is that it doesn't take an expensive production to create high-performing content. In fact, most of the content that performs well on the platform is recorded on smartphones.

Hi Resolution Camera Footage

Some brands prefer a cinematic approach and choose to shoot high-resolution footage on external cameras. Some also repurpose existing footage that was shot for other platforms. The footage in the video above looks like it was shot on a professional camera in 9x16 aspect ration. While not entirely necessary for TikTok, high-res camera footage can serve as an elevated way to promote your brand on the platform.

Continuous Shot

Whether you film a moving continuous shot, or set up the camera on a tripod and film a static shot, you can use one continuous shot with no cuts as an effective way to structure your narrative and promote your product(s) in a simple way that doesn't require much editing.

Multi Shot

Editing multiple clips together is another popular way to present content on TikTok. A video with mixed clips can be as simple as two video clips edited to cut scenes at a set "beat", or it can be many pieces of footage/images stitched together, following the pace of the music and/or voiceover.

Still Image

You can feature still images in your ads to show off your product(s). However, since TikTok is mainly a video platform, it helps to have some moving text or graphic elements to keep the content visually stimulating. In this video, the still image is clearly placed at the forefront of the video, accompanied by graphic and text that highlights product details, and music that establishes a calm, chill mood.

Mixed Media

Multiple types of media can be edited into a video to keep the creative visually interesting. Images and video footage can also be combined to work together in order to spice up the creative. Try to add elements such as text, effects, music, and/or voiceover when using still images, so the content can be as engaging as a video.

Transitions

Creative transitions are a fun way of showing a delightful "before and after" transformation. This video uses a "snapping" movement transition to match cut* to a captivating room transformation. Users on TikTok love a surprising transition, so consider leveraging this great visual element for cutting from clip to clip in an engaging way.

Graphics/Effects

Special effects and graphics add movement and dynamic emphasis to any video. The effects in this video help to show off the multiple candle types that this brand sells in a energetic and memorable way. Graphics like this one are a great way to bring a product to life, especially if you don't use organic camera footage.
Remember that you can always leverage TikTok's in-app "Effects", such as the popular "greenscreen" effect, to boost the creativity of your videos!

Text/Subtitles

Text is one of the most useful tools to add to your video, to provide supporting details or context. Even if you simply add subtitle text, you can make more video more accessible. This video begins with text that announces a sale, while the customer talks about their experience purchasing the product in the VO. Use text to re-iterate important points from the voiceover. By using text, you can add emphasis to a story, provide additional information, and more.

TikTok Sound/Music

Pay attention to sounds that other users and brands are currently leveraging in their videos so that you can always keep a pulse on what's trending and join in in a timely manner. Popular sounds are constantly changing, evolving, and getting remixed on TikTok, so every day is a new chance to incorporate new sounds into your creative concepts. Brands should take advantage of sounds that are available through the app in order to jump into current conversations and connect with users in a personal way.

Voiceover

Voiceover (VO) is a traditional and proven way to deliver key messages with audio. You can record VO in the app or edit it yourself in an editing program. Try switching up the VO style/narrative and keeping the visuals the same for a concept as an easy way to iterate creatives. This video uses voiceover in the form of a customer review, delivering product information and selling points. The video includes easy-to-read subtitles that match the voiceover.

Text-to-Speech

There are many common in-app effects that you can integrate into your videos. This unboxing/product showcase video uses the text-to-speech effect that has become extremely popular on TikTok.

ASMR/In-Camera Audio

You don't have to go out of your way to record audio on an external device. Given the casual nature of many TikTok videos, it is perfectly fine to use the native in-camera audio for your videos on TikTok.

Share Brand Background/Behind-the-scenes

Connect with your audience by giving them an insider sneak peek into your brand, and the faces behind the product! Talk about the purpose behind creating the product(s), tell a story about the history, or simply showcase some behind the scenes footage of the preparation and packaging of orders.

Create a List/Series

Viewers are likely to stay engaged when they have a clear understanding of exactly what to expect from a video, and can anticipate what they can get from it. Create series and listicle videos and tell viewers what value they can expect from the rest of the video/series to give them something to look forward to.

Showcase a Lifestyle

Give viewers an enticing glimpse into an aspirational/easier lifestyle that can be attained by introducing your product into their lives. Showcase the product(s) in a way that makes it easy for customers to imagine incorporating into their own life or home.

State a Problem/Offer a Solution

Spotlight common pain points that may resonate with your target audience, and introduce your product as a solution. Proactively solving problems for your viewers is a great way to get them to listen and care. They will be more likely to want to purchase the item if it can help them tackle their everyday challenges.

Suggest a Gift Idea

Gifting can be tricky! Make life easier for a potential customer by suggesting your product(s) as a gift idea around holidays, birthdays, anniversaries, etc. There's always a good reason to give someone a gift.

Share Reviews

Word of mouth continues to be a powerful tool on TikTok. Simply share customer experiences and honest reviews in a casual, conversational way in order to tap into the power of recommendations.

Provide Education/Value

Offer valuable information so that viewers feel like they've benefited from seeing your content. Establish credibility by sharing knowledge, tips, and hacks that make the viewer confident that the people behind the brand know what they're talking about.

Use Humor/Skits

Get creative and use a "content-first" approach. Product promotion should be secondary. In the end, users open the TikTok app to be entertained, so don't only focus on selling. Try to make your videos fun for viewers.

Interact with Comments/Other Videos

The comment sections on TikTok videos can often be just as engaging as the videos themselves. Be sure to show customers that they are seen and heard. TikTok offers the ability to respond directly to comments with a video, so take advantage of the opportunity to have an engaging conversation with your audience!