Creative Made Simple: Creative Production for SMBs

Welcome to Creative Production for SMBs, Part 2 of our Creative Made Simple blog series. In case you missed it, check out Part 1: Ideation to help with your creative brainstorming.

For many brands and businesses starting out on TikTok, video is a format that they might have never experimented with before. Advertising campaigns and marketing efforts might have previously been dedicated to still content, but with so much opportunity to reach new audiences on the platform, there’s never been a better time for marketers to dive into video production.

Luckily for you, we’re here to assist you in finding the best way to approach video content – read on to learn about two simple and easy production methods that small-to-medium sized businesses can consider experimenting with!

‘Do it myself’ Production

The first production path available to anyone getting started on TikTok is as straightforward as it gets: we call it the ‘Do It Myself’ approach!

With this path, brands, marketers and creators of all kinds take it upon themselves to start shooting, editing, and uploading content that they dreamt up during the ‘Ideation’ phase of their creative journey.

For those wanting to roll up their sleeves and start producing video content for TikTok advertising, the best place to start is with learning the basics. Here’s a guideline to TikTok Production best practices that will make the DIY approach all the more manageable in execution, while also feeling authentically native to the platform:

Prep: Map out your concept, make a shot-list, determine the script, location, and any props or people needed to get your shots. Knowing what you want to capture is half the battle, but be sure to leave some room to freestyle!

Timing: On TikTok, you can make videos anywhere from 15 seconds to 3 minutes long, and you've got a shot at success in that time frame. But here's the scoop: no matter what kind of video you're making, those first six seconds are super important for grabbing attention [1].

Quality: High-end cameras and production equipment is not at all needed. Your smartphone’s camera is exactly the right quality for TikTok content, where lo-fi video thrives – just be sure the videos are at least 720p and are never pixelated or blurry. They should also be full screen, at a 9:16 vertical aspect ratio.

Audio: Sounds are a key ingredient to achieving success, and without it, your video might fall flat. Record voice over, check out trending songs and sounds, or browse TikTok’s Commercial Music Library for tons of songs approved for use in advertising.

Editing: Use CapCut, TikTok’s easy-to-use video editing tool that makes crafting your ads simple, no matter your editing experience. You’ll have access to everything you need to put the finishing touches on your videos, including a simple drag and drop editing software, TikTok-styled media cleared for commercial use, and smart features that make it easy to add voice-over, green screens, and anything else your video might need.

If you’re a video production newcomer, there’s no need to worry about having an established content style from the start. 78% of TikTok users think it’s acceptable for brands to experiment with different content approaches[2]. The important part is that you start shooting to bring your creative vision to life!

‘Do it for me’ Production

If shooting and editing video content for your business is not for you, TikTok’s vast community of creators are waiting to meet you, partner with you, and execute your video content for you!

Creator-led content is a worthwhile production path for many brands and businesses since our creators excel at crafting captivating and relevant content that engages their audience and drives conversion. Creator collaboration allows you to leverage their creative skills, ensuring that your ad is customized for the TikTok platform and its distinct tone.

Finding the right creator to partner with is simple – look no further than the Creator Marketplace! The Creator Marketplace is the official all-in-one platform for brand and creator collaborations on TikTok. This tool links businesses with a diverse group of over 800,000 active creators, all of whom have varying follower counts, budget tiers, and collaboration requirements. Making creator collaboration easier than ever.

Within the Creator Marketing place you will be able to search for the right creators, invite them to collaborate, access insights and seamlessly make payments.

Another effortless way to find creative partners to bring your video content to life on TikTok is Open Application Campaigns via TikTok Creator Marketplace. The concept is simple: rather than finding and reaching out to a specific creator for a collaboration, advertisers can use this tool to share details from their campaign, to which creators can actively apply to be selected as the one to help bring your vision to life. Once you’ve posted your campaign proposal, creators will reach out with their pitches, you will select the creator or creators you want to work with, negotiate terms directly via the platform, then get to creating!

Explore the TikTok Creative Exchange

If you’re an allowlisted, managed client, you may also have access to the TikTok Creative Exchange, where you can find and connect with approved agency partners to help support your creative growth on the platform.

With the TikTok Creative Exchange, there are many benefits including (1) saving time vetting and interviewing agencies, (2) feeling confident that you’ll receive only high-quality assets from TikTok-vetted creative partners and (3) seamlessly synchronise your videos with TikTok Ads Manager.

Whether you’re interested in creating content yourself, or engaging creative partners to bring your vision to life, the many production-related tools available to brands and businesses on TikTok make it easy to execute the highest quality video content for your next advertising campaign!­­

Ready to get started? Download the “TikTok CreativeMade Simple” Playbook for more in-depth tips, tricks, and tools for turning your content and ad campaigns into future success stories.

Sources:

[1] TikTok, "Creative Guide: Driving Brand Equity", 2020 [TikTok "Value of View" Analysis]

[2] TikTok Marketing Science Global Community and Self-ExpressionStudy, 2021, conducted by Flamingo