How to Use Video on TikTok

June 25, 2024

When it comes to where Americans spend most of their social media time, TikTok is the winner against all other platforms. The original “king” of short-form video, TikTok has proven the power of video in engaging customers and promoting brands. So, how to jump in on this ever-growing app, and use it effectively? We’re here to help. Today, it’s all about how to use video on TikTok.

Benefits of TikTok and Its Demographic

You may have heard of the potential risk of TikTok being “banned” if you’ve paid any attention to the news this past year. However, attempts at this have been going on ever since 2020, due to the app being run and owned by a Chinese company. Our input? Cross that bridge if we actually ever get there.

In the meantime, as of 2023, TikTok was the highest-grossing app, generating $2.7 billion in revenue. It boasts over 1.5 billion monthly active users, with the US hosting its largest audience at 148 million monthly unique users. As to its demographics, its biggest representation in age and gender would be females from 18-34 years old. Thus, it’s safe to say if you have a product or service geared towards a younger audience, you’ll want to get on TikTok.

Types of Video on TikTok

As of this year, TikTok has continued its expansion of video length times. While being known for its short-form video, the app is soon to roll out the option to post videos up to 30 minutes in length. So, which to choose? Generally speaking, short-form video still performs better. However, as with all video content, its length is dependent on its objective. Is your video an in-depth tutorial, that needs more time? Or are you generating excitement about an upcoming event with a brief announcement?

The next question would then be what type of video should your brand post? Again, we encourage you to get creative and think outside the box, but here are some ideas below to get you going.

  • Educational videos. You may think TikTok is nothing but cute and funny clips but, in fact, users love tutorials! Educate your audience on what is relevant to your product. For example, your company sells shoes? Create a video on the history of the sneaker, and make it interesting!
  • Keep It Funny. Up to 60% of TikTok users say they seek out funny content. And in fact, we all do. With 90% of consumers saying they remember an ad better when it was funny, it’s clearly worthwhile to make your customer laugh.
  • Q&A Videos. Want some feedback? What better way to do so than through speaking directly to your audience! Get the answers you want by posting the questions you have, and see your customers engage!
  • Trending Content. It’s easy to keep tabs on what’s trending when it comes to TikTok. By incorporating sounds and/or music that’s popular, you increase your chances for better engagement. Click here to learn how to do this.
  • Collaborate! Influencer marketing spending in the US is slated to reach $6 billion in 2024. Suffice to say, get on this train! Collaborate with influencers on TikTok to expand your audience reach, and make those sales.

For you newbies to TikTok, watch the video below to get started on how to post!

How to Optimize Your TikTok

As stated in our previous blogs, every social media platform has an algorithm that rates and suggests videos to each of its users based on their preferences. TikTok is no different. So, it’s important to keep informed on how each platform’s algorithm works to optimize your video content. For all things TikTok algorithm-related, click here.

That being said, here are some ways to help get ahead of the game when it comes to your videos.

  1. Level up your hashtags. TikTok uses hashtags to both identify what topics you’re covering, and then bring the relevant audience to you. Get specific here, but find a healthy balance of popular hashtags as well as unique ones to encourage better exposure.
  2. Keep it short and sweet. While longer videos do sometimes have a place on TikTok, short-form video is still supreme. Thus, keep your message clear and get to your point quickly, to ensure it’s heard.
  3. Find your time. Posting at the right time helps when it comes to optimization. Currently, the reported best time for TikTok posting is on Tuesdays, Wednesdays, and Thursdays between 2 and 5PM.
  4. Keep it authentic. TikTok was the first platform to encourage the “selfie” video. Meaning, your video doesn’t have to be filmed in a professional studio. It can be created right in your living room! But it does need to be authentic, keeping your brand relatable and trustworthy.
  5. Good lighting and audio. While not necessarily requiring high-end video production, your video should still boast solid lighting and clear audio. Natural lighting can work just great if on a budget; just be sure to have a quiet space in which to record, so you and your message are heard.

And there you have it! Your first steps to engaging with your audience and creating highly effective video content. Just remember to stay up to date on what’s changing in the app, as well as posting relatable content and connecting to your audience.