TikTok: A Creative Guide E-Book

Stéphane Bouillet

• Herausgeber: Books on Demand
• Kategorie: Fachliteratur
• Sprache: Englisch

Seitenzahl: 84

Veröffentlichungsjahr: 2021

Beschreibung

TikTok has grown into a staple of the social mediascape. Brands are slightly unsettled but quickly won over by this new video-sharing platform, with more and more seeing the opportunity for influencer marketing tailored to a new audience. By offering creative "formats" that match TikTok's unique style, this guide aims to inspire you to create equally unique content with your influencer. Familiarize yourself with these new rules, be creative and take the leap - TikTok is here to stay!

Leseprobe

Before we begin...

The idea to write this book began when one of our clients came to us for advice on how to exploit TikTok’s extraordinary potential. It made us want to share our expertise on a social network that has become so popular it is now a must-have for communication.

This book is intended to be a “creative guide”; here you will find the key concepts to understanding influencer marketing strategies to launch your brand’s next social media campaign on TikTok, complete with creative and strategic recommendations to reach a new audience.

The first section is meant as an introduction to the potential, the growth and unique social codes and forms of this new social media giant. The second and main section offers a collection of ideas and devices to deploy on TikTok; generic video formats that we’ve identified and that you can use as inspiration for your future social media marketing campaigns. In the third and final section, we encourage you to go the extra mile thanks to some “boosters” for a successful campaign.

Table of Contents

Before we begin...

PREFACE

TIKTOK AS SEEN BY A TIKTOKER: MATDEUH

SECTION 1 - Introduction

TikTok: the rise of a new social media staple

Key figures to keep in mind

Why TikTok?

The new must have social network

The TikTok style

The specificities

TikTok and influence marketing

Opportunities to grasp

3 good reasons to get on TikTok (if you’re not already there):

1.

The success of brands who are on it, even without followers

2.

The opportunity to show a new facet of your brand

3.

The possibility to experiment

The goals of a TikTok influence campaign

What you need to know before getting started

Working with influencers

Keywords:

SECTION 2 – Campaign ideas

50 TikTok campaign ideas

The hack

Product presentation

Questionnaire

Singing and dancing animals

Would you dare?

Documentary

Say it with a song

Expert recommendation

Evergreen

Upcycling old campaigns

Recipes

Pro versus amateurs

Retelling of a fairy tale

Point of view (POV)

Comparison

Tutorial

The “reveal”

Change of outfit

Mini interviews

Couples

Your product seen differently

Behind the scenes

Dance challenge

Special effects

Generations

The riddle

Picturesque

Hashtag Challenge

Glow up

Glow down

Duets

Duet tutorial

The musical

Provocation or ‘badvertising’

The miniseries

Live video

Live shopping

Morphing or appearance changes

Pranks

TikTok houses

Educational content

Split screen

Reproducing a meme

Scenes from everyday life

Stitch

Alternatives

What is it?

Top 5

Swap

Countdown

SECTION 3 – Taking your campaign idea a step further...

Boosters

Contests

Promo Code

Tap to go to another video

Reply to a comment

Community/multiple influencers

Paid

Branded effects

In-feed

Branded hashtags & Branded Hashtag Challenge Plus

Brand Takeover

Top View

Optimize your content

Focus on…

The music

The algorithm

How does the “For You” page work?

Publicity: TikTok Ads

The influencers

The alternatives/competitors

Instagram Reels

YouTube shorts

Snapchat

Managing your campaign

1. Collaborate with the right influencers

2. Monitor the right performance indicators

3. Get the right tools

Legal notice

CONCLUSION

PREFACE

TIKTOK AS SEEN BY A TIKTOKER: MATDEUH

“I am a TikTok dinosaur: I started the adventure 3 years ago when TikTok was still Musical.ly! For me, TikTok was above all a creative outlet that answered my video creation needs. I was attracted by the anonymity, the fact I could make videos without feeling the pressure of acquaintances who followed me on more "traditional" networks. One month after I started, I woke up one morning and saw that one of my videos had created a buzz and generated 2 million views (it was scary at the time!) and two days later another one went viral with 20 million views... I had taken up some challenges, but using my style, my special effects and my humor, my 'wow' factor, and it worked. That's when I realized how big this platform was.

TikTok is more creative than other networks because there’s always a new trend, a new style of video that everyone will pick up on and add their own touch to. It's something you don't find on other social networks: this universe, this ecosystem based on music and challenges.

TikTok's style is to play with its forms and codes: the features, the challenges and the music. You have to manage to mix the 3, with a good concept in mind, adapted to TikTok. Stick to the TikTok ecosystem, that's the secret!"

SECTION 1 - Introduction

TikTok: the rise of a new social media staple

If we’re so interested in TikTok to the extent that we’re dedicating an entire guide to it, it’s because never before has a social networking platform been so popular in such a short period of time.

It all began with Musical.ly. The Chinese application launched in 2014 was acquired in 2017 by Bytedance LTD and turned it into the Chinese platform, Douyin, to create, edit and post short videos under 60 seconds. For the rest of the world, it became known as TikTok.

Thanks to the inventiveness and boundless energy of its users, TikTok is now at the heart of digital creative trends. An entertainment rather than a lifestyle platform, its tone is fun and the result is addictive. By allowing people to express their creativity directly from their cell phones, TikTok has reached a worldwide stage, and its audience continues to grow and diversify each and every day.

How it works: the “For You” page

Each social network has its own flagship role. On TikTok, it's all about entertainment and discovery. The app will do everything in its power to generate content and push you to consume it!

On most social networks, the first step is to build a network. On TikTok, it's the content that counts – indeed, the user here is called the "creator". Whereas on Facebook your news feed is empty at the beginning and fills up as you add connections, on TikTok everything starts with infinite content suggestions that adapt to you over time without the need to have friends on the platform. Instead, TikTok encourages you to move from one group to another, from trend to trend, from temporary friend to temporary friend. Feedback is instantaneous and can go viral. Like a dating app, you swipe vertically to move from one video to the next, regardless of whether the creator is a friend or a stranger, because it's your reaction to the video that matters.

The first thing that appears on your screen when you open TikTok is its famous "For You" page filled with videos the algorithm has selected for your benefit specifically – based on the content you like to watch and create – that never fail to amaze, entertain, and inform. Getting your content onto this "For You" page has therefore become the major challenge for brands and creators on TikTok, and a key success factor for the platform. Brands are looking to increase their exposure on TikTok, as there is no need to be a subscriber to an account to see their videos.

Key figures to keep in mind

The list of companies active on TikTok is increasing each day. This is not very surprising, as it's a social network with exponential growth! Who wouldn’t be tempted to reach a constantly growing, highly engaged audience?

3 billion

downloads

It's the most popular app on the App Store since 2019. The words "TikTok" and "Tik Tok" are the third most searched in the YouTube search bar.

689 million

monthly active users worldwide

What took Instagram 6 years, TikTok achieved in 3. This puts TikTok in 7th place among social networks, ahead of Snapchat, Pinterest, and Twitter which have been around for much longer. TikTok benefited from the lockdown effect: in less than a year, the platform doubled its number of users in Europe and tripled its MAU (Monthly Average Users) in France! Moreover, France is the second country (after the UK) with the largest number of users in Europe.

52 minutes

on average spent on TikTok daily.

And in France this figure rises to 68 minutes. This is probably due to the fact that 90% of users go on TikTok several times a day (12 times on average for the French), and spend about 8 minutes each time they open the application! A study shows that over a month's use, 68% of users view other creators' content, and 55% create their own videos (Globalwebindex, 2019). More than 1 billion videos are viewed every day on the platform.

45% exclusive audience with Instagram

And 36% with Snapchat. In France, 70% of users are over 18 (that is, 10 million) and 6 million are over 25.

15 billion

impressions

That's the number Ocean Spray got in less than a month after their product was featured by skateboarder Nathan Apodaca (@420doggface208) – and all completely spontaneously, without Ocean Spray even asking!

Why TikTok?

The new must have social network

TikTok has become the creative El Dorado for digital natives. The platform has earned the trust of its users, giving them a space for authentic, raw and effective self-expression. Thanks to its unusual, highly impactful and extremely varied formats, the platform embodied by creative profiles is reinventing and democratizing communication on social networks. This user base