1. Content Frequency
TikTok has taught us many video marketing tips, but the first tip encompasses the importance of maintaining an active presence on social media while posting content regularly. A brand's primary source of engagement on TikTok comes from videos that are capable of successfully following the platform’s algorithm. As a result, the video will be promoted and viewed by more potential customers. This is a practice heavily used in most media platforms.
However, tomake this page, creators and brands must constantly create and upload new content.For example, The Washington Post has successfully adapted its marketing methodology for the modern era. Despite their brand being focused on quality journalism, they’ve adapted their TikTok content to the platform by sharing news updates, funny skits, and informative pieces daily to keep their audience engaged and active with their brand. They have amassed over 1 million followers and are consistently seeing growth on the platform.
If you want to keep your brand relevant, then posting regularly is necessary. However, itcan be challenging and costly to produce large amounts of quality content regularly. If you’re looking for a solution that will help you scale your business’s content production, try creating a project on our marketplace.
2. Endorsements from platform creators
In today’s landscape, marketers have been harnessing the power of personal endorsement.Compared to the past, marketers can now sponsor an influencer’s video and get a personal endorsement, which often results in a higher conversion rate due to the spokesperson being trusted by the viewers.
A great example is the company HP, known for its desktop computers and tablets. They've used TikTok to build positive brand sentiment and increase the sales of theirnewer computer products. HP focused on creating eye-catching animations and partnered with creators that could film short videos endorsing their products. As a result, they captured users' attention with trustworthy faces, solutions to relatable problems, and visually engaging content.
These tactics led to more trust in the brand and a better understanding of how their product might positively influence the consumer's life. Innovative brands like HP show how to leverage fun competitions and challenges to engage their audience.
3. Develop your brand’s public image
Today, brands are viewed as more than the raw products or services that they provide. Some of the most successful brands pour millions, or even billions, of dollars into marketing campaigns which say nothing about their brand. We are in an era of advertising where consumers want to buy from brands that have a history, purpose, or lifestyle attached the to the brand’s name.
For example, Red Bull is a top-rated energy drink company that continues to grow its brand through charitable and sports-related activities. They hosted the “Red Bull Wings for Life World Run,” which brought hundreds of thousands of people to participate in one of the largest races in history. The event dared its target audience of adventurers and athletes to participate in a challenge that supported a worthy cause. The event positioned Red Bull as both an authority in the energy drink sector but also added philantrophy as an addition to its brand image. As a result, consumers immediately gravitate towards Red Bull due to its incredible endorsements and marketing campaigns focused around events or ideas that consumers care about.
4. Rapidly test your campaigns
One of the most challenging aspects of creating a successful brand is distinguishing yourself from the competition and reaching your target audience. Here are some questions your business should be asking:
- Who is my ideal client?
- What problems does my product or service solve?
- What age range does my product or service target?
- Who are my competitors?
- What makes my business stand out from others?
The answers to these questions will help give you a good idea of what kind of content to test on platforms like TikTok. Afterwards, you can start testing and crafting ads, photos, and videos using these prompts. This is a great way to hone in on what works for your particular brand, and reduce production costs compared to a traditional ad agency.
5. Layering content optimizations
TikTok has reinforced the importance of consistency, originality, and viewer retention in media content. Sometimes a video can miss its mark just by not being optimized for maximum viewer retention. Even if viewers may enjoy the video, it's important to understand how to optimize the flow and presentation of the content.
Attention span is continually getting shorter and reports show that you have as little as 1.7 seconds to hook your user. Since users can instantly swipe away, it’s essential to hook the viewer instantly on Tiktok and other video platforms. This “rule” should be applied to your marketing campaigns as well. If the viewer isn’t hooked within the first 5 seconds, they’ll almost always scroll past. It doesn’t stop at the beginning either, you must leverage good editing and quick cuts to keep viewer retention. Your video’s rhythm or ‘flow’ is vital, and it can help to change the visuals frequently to keep the audience hooked.
Optimizing for viewers without audio
Subtitles are a crucial part of good video marketing. Not everyone can hear your audio orchooses to turn their sound on. If you want your content to be accessible and to keep your audience hooked, then subtitles are a great option. In fact, a 2022 survey by promo found that videos received 40% more views when they used captions. If you want to maximize your opportunity of converting more potential consumers, then captioning your videos will increase the likelihood of viewers watching and engaging with the content.
Leveraging the power of sound
Music in video marketing can be used to set the tone or complement the message that yourcontent is trying to send. It can also be used to set the pace of the video and keep viewers watching until another part of the video. For example, a dramatic scene might be accompanied by slow-paced music that adds to the suspense of the shot. In contrast, a cheery video might use a more fast-paced and light-hearted soundtrack.