TikTok Best Practices
TikTok changed the game for sound-on social media experiences. While many other platforms will tell you to plan for a sound-off experience, TikTok videos should be created with sound in mind. But to ensure they’re accessible to your entire audience, you’ll still need to include closed captions and on-screen text.
The most important thing about TikTok assets is making them native to the platform. If you’re unfamiliar, play around with the app to understand its features and the user experience. One key element to sharing TikTok-specific content is to utilize trends and other in-app tools. For example, you’ll want to keep an eye on editing styles, video transitions, and other trends to ensure your content seamlessly fits into the platform.
When creating a TikTok video ad, you should aim to capture attention within the first three seconds with a thumb-stopping opening hook — even quicker, if you can manage it. People scroll on TikTok mercilessly, so an enticing, bite-size hook can ensure your viewers watch your ad until the very end.
The first instance of brand messaging, a logo, and/or product visuals should be shown within the initial few seconds of the video. Maintain branding throughout the ad — like with a persistent URL — to make sure your business stays top of mind for viewers.
Include a clear, direct call-to-action (CTA) in every spot to encourage viewers to take action, like visiting a website or social profile. You can also use the caption to share insights and other actionable information. You might also want to explore TikTok’s shoppable video features, which allow viewers to make a purchase directly from your video content.