How TikTok is changing the way brands approach video

How TikTok is changing the way brands approach video

April 16, 2021

TikTok For Business, Editorial Team

InsightsBest Practices

When it comes to creating visibility and leaving a lasting impression, video is a marketer's go-to medium. Harnessing the power of both sight and sound, video has the uncanny power to tap into our emotions at a deeper level.

But the mobile era has transformed how we consume video, and not always for the better. Because of the way content usually appears on our screens, video has become "voiceless" and "invisible." Voiceless because videos often appear with the sound off by default, and invisible because they aren't optimized for different mobile apps and sites. 

At TikTok, we think it's time for a change. Mobile video ads should be fun and inspiring, and tailored to embrace the platform and the audience. TikTok is the playground of a new generation of digital natives. Creativity and inclusivity are part of the TikTok community's DNA.

The brands that have embraced the uniqueness of TikTok have been rewarded with into a highly engaged audience. They're able to stay relevant, while creating trends and join in on a global, cultural conversation, in a language that TikTok audiences understand and love - video.

This is a place where your videos can be seen, heard and drive real business results.

TopView and In-Feed Ads
When you think of TikTok, you think of video. Short form, full screen vertical video that runs with the sound on is foundational to the TikTok experience. It also serves as the canvas for two of TikTok's most popular video solutions - TopView and In-Feed Ads. Full screen and sound-on, these two branded solutions leverage the full power of video to drive business results.

In-Feed Ads appear natively in the For You feed, sandwiched between users' favorite content, while TopView ads appear as the first thing users see when opening the app, and are skippable after three seconds. TopView and In-Feed ad campaigns are both a great way to reach the communuty at scaled with high-impact, sound-on video that grabs their attention.

Planning your video strategy
TikTok's video solutions can drive results across a wide range of business goals, from upper-funnel objectives like generating mass awareness for a new product launch, to lower-funnel campaigns focused on conversions and boosting revenue.

🚀  Launching a new product
When launching a new product, maximizing reach and awareness is critical. This in turn fosters engagement with your product or brand. One good way to do this is by combining multiple ad formats to reach users across multiple touch points. You can start with a TopView ad to instantly reach millions and drive engagement. Then follow up with two types of In-Feed Ads - Brand Premium ads to secure reservation inventory and drive massive reach and visibility, and Auction Ads for their advanced targeting and optimization capabilities.

Market-leading travel retailerlastminute.comsought to announce their latest range of travel packages to young people of the UK. Through a creative, attention-grabbing campaign that was promoted through both a 24-hour TopView and a seven-day In-Feed Ads, the brand garnered more than 10.5 million impressions and successfully attracted thousands of their Gen Z target audience to their products, at the same time as securing genuine engagement on the TikTok platform.

📈  Boosting Revenue
When you think of advertising on TikTok, the first thing that comes to mind is probably large brand campaigns, but TikTok's video solutions are also great at converting lower funnel objectives too, such as app downloads, lead generation, and even sales. Appearing natively directly within users' For You feeds, In-Feed Ads use thumb-stopping video to grabs users' attention, while a clearly demarcated call to action drives them to an external landing page where they can make purchases.

MANSCAPED™was one of TikTok's first self-serve clients back in May of 2019. Leveraging the tools made available by the TikTok Ad Manager, MANSCAPED™ launched a cost-efficient In-Feed Ads campaign featuring creative that felt native to the platform. The campaign was anchored by aggressive creative pushes around holidays such as Father's Day, 4th of July, and Christmas. The campaign not only generated great awareness with 151 million impressions, but it also delivered lower down the funnel with a 0.6% conversion rate.

Get Creative

Thinking of getting started on TikTok? Don't forget the basics:
📲  Vertical Video: TikTok is for full-screen, vertical video. Keep this mind when designing your creatives. Create video specific for TikTok's unique format and avoid repurposing old video with different dimensions.
📣  Sound On: TikTok and sound go hand-in-hand. A catchy track is half the equation for a viral video. Sometimes the track alone can be the trigger that sets off a video's virality. So, don't underestimate the power of sound.
✨  Tone: TikTok inspires creativity and brings joy. Positive, authentic and inspiring messages best resonate with our users.
🏹   CTA: Don't waste your chance to get clicks. Add a strong call to action in your videos. TikTok users are always looking to uncover new trends - including brands.

Now for some next-level tips:
⏰  Timing: The first 3 to 10 seconds are critical. It's here where you're most likely to lose your audience. Make your videos eye-catching and engaging to grab users' attention in the first few seconds.
👩‍🎤  Trends: Stay relevant by creating your owntrend.This could mean running your own Branded Hashtag Challenge and kick starting it with Top View and In-Feed Ads.
📚 Narrative: TikTok is for video. It's not a social network. So, storytelling is key. Make sure you're thinking of the video's narrative. It might mean cliff hangers, surprises, plot twists. Keep the audience guessing.
🎨  Creative tools: TikTok for Business offers plenty ofpowerful toolsto help you create stunning videos.
👯‍♂️  TikTok creators: Creators are the life blood of the platform. They're experts in creating original content that resonates with community, so incorporating popular creators in your videos can help increase the impact and reach.

Don't Make Ads. Make TikToks.
So now that you have a better idea about how TikTok's video solutions can help your brand achieve its marketing goals, it's time to get started. Just always keep in mind what makes TikTok so unique and amazing. Keep the audience in mind and lean into the authenticity and creativity of your brand. This will endear your brand to the TikTok community by speaking to them through TikToks, not ads.
 
Sign up for TikTok Ads Manager a​nd start building your video solutions campaign today!