How to use TikTok for brand building (4)

Let's understand some of the own features in the video for the platform, internal codes and, above all, what works with TikTok user (and what doesn't).

Something that is repeated like a mantra, but which is a great truth, is: "Don't do ads, make TikToks".

 

Retention is very expensive in this network and there are things that work as user repellents and make them slide their finger very fast. One of them is that in the first few seconds you are selling something directly. It is essential that your video has something attractive, that in the beginning you can sense a story or a situation that amuses, never a 100% commercial approach.

Applying the same logic of "making TikToks", we recommend that you do not adapt content generated for other media or channels, especially when you are forcing it to fit.

 

You already know that the format is 9:16 or, what is the same, vertical. If you adapt a widescreen video you will lose a lot of information. If you add it respecting its format, what you will get is a very small video in the center of the screen with big black bars at the top and bottom. In both cases it is a very poor experience.

 

If you have no choice or you consider that a horizontal video is very worthwhile, there are always tricks to make it work a little better, such as introducing a background so that there is not so much black surface in the background.

Don't think that because it is an eminently mobile network, any image quality will do, nor that everything has to be recorded with a mobile phone.

The video has to look good, be properly lit and have a clear sound. Can you use an iPhone or a good Android? Sure, but also a professional camera and then export the video.

The important thing is that you set up a good set, with the right lights and a microphone. You have many models that work with the phone, by the way, whether directional, wired or wireless.

 

We insist again on this point: there are videos that you cannot hear, and audio is a key part of the experience. It is not for nothing that it is active by default.

TikTok users love music, so it is a good idea to use it in the background of your edits.

 

But since what we are looking for is to adapt to the tone, the trend and the use of the platform, it is best to uwork with the themes that are in use at the time. 

 

As it can be a bit difficult to know, we leave you with this simple but very practical resource: it is called Tokboard and it is a website where you can check the trends and the number of videos that use them. It could not be easier, and it is free.

It may seem a bit contradictory to what we have just discussed about sound, but it is not so much.

 

As much as the audio is on by default, there are many people who prefer to watch videos in silence (for whatever reason). If there are no subtitles, they will simply skip to the next video. Plus it is a great opportunity to enter keywords.

 

But you know: this is TikTok and it requires something fun. Do not add subtitles like those of a wildlife documentary or a Danish movie: you had better opt for making them visual, dynamic and even with effects.

A flat video is a boring video, especially for an audience used to stimulation and immediacy. That's why I recommend that you play with editing, alternating shots continuously and using zoom to emphasize certain parts of the dialogue.

 

Transitions, sound effects, animated GIFs, emojis, colored text... whatever it takes to keep the viewer's attention at all times.

  

TIP PRO: Use an editing program to edit your videos. The platform is fine to do it, but the amount of options is much more limited than a specific software. We recommend you try Cup Cut. It is available for free in iOS, Android or, if you prefer, it has a computer version.

 

Do not worry if you are not an expert in video editing: the truth is that it is very easy to make this software a basic use -which will already make a difference- and you can always find tutorials and online resources to give it a more advanced use.

Images | Unsplash and linked tools.