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Successful TikTok Video Concepts and Finest Practices [+ Examples]

If you happen to’re searching for top-performing TikTok video concepts and greatest practices, you’ve come to the correct place. Sure, TikTok and Instagram Reels are fairly pretty matched. Nonetheless, TikTok is alleged to supply a lot greater common engagement per video, and it’s nonetheless rising – quick. 

There is no such thing as a denying that TikTok is quick changing into a preferred video advertising platform, having topped one billion lively month-to-month TikTok customers as of January 2022.

setting up multi-channel eCommerce ads

And the way a lot content material are they consuming? Based on Statista, TikTok customers are watching a whopping 167,000,000 movies per minute!

Because of this TikTok isn’t simply rising in recognition and attain, but in addition in content material. That is making it increasingly essential for eCommerce entrepreneurs to spend money on video advertising and use TikTok greatest practices. 

So, what’s one of the best ways for manufacturers to make an influence on TikTok when creating movies? 

We’ve received you coated. 

On this put up, we take you thru profitable TikTok video greatest practices when creating adverts and content material, and offer you some eCommerce TikTok video concepts for every you can steal. Be happy to leap forward to a related part.  

Able to create high-converting TikTok video adverts? 

Let’s dive in. 

1. Convert with On-Display screen CTAs

Compelling calls to motion are an important factor to any high-performing eCommerce advertising technique, and TikTok isn’t any completely different. 

Based on TikTok, video adverts with on-screen CTAs see a 55.7% impression raise in comparison with these with out. This shouldn’t shock you, given the success of Branded Hashtag Challenges that are constructed round on-screen CTAs. 

Nonetheless, your TikTok video content material and advert captions shouldn’t simply captivate; eCommerce entrepreneurs additionally want them to transform. This implies whether or not you simply go for the button CTA, it’s additionally price testing the inclusion of on-screen caption CTAs as effectively. 

Here’s a product launch co-branding TikTok instance from Fly By Jing. 

winning ecommerce tiktok example Fly By Jing

On this TikTok video advert, Fly By Jing leveraged a identified meals influencer, TiffyCooks, to point out buyers simply how tasty and easy-to-use their product is. Not solely did they use a CTA button, however in addition they included an on-screen CTA incentive that gave buyers 10% off once they clicked on the CTA and used the code.

Nonetheless, you’ll be able to preserve it easy in the case of TikTok video concepts. Right here’s one other instance from Elf Cosmetics utilizing a fundamental “go to us” on-screen CTA. 


@elfcosmetics Observe us @elfyeah ♬ authentic sound – elfcosmetics

Bonus: What Calls to Motion Are Out there on TikTok?

TikTok available CTA button options

2. Let Your Customers Present Off

We all know that constructing campaigns round particular person creativity may be very profitable. To construct viral engagement, manufacturers must let buyers exhibit.

Or in different phrases, let your audiences specific their creativity, and in flip create a extra genuine expertise – however extra on authenticity later.

Let’s check out this Clearly problem marketing campaign. This video impressed their goal TikTok person sufficient to generate 241,000 video submissions and 32.7 million engagements.

The truth is, Branded Hashtag Challenges are among the best methods to make use of TikTok movies to spice up engagement. Based on TikTok, efficient challenges do the next: 

TikTok Hashtag Problem Finest Practices 

  1. Make an influence with folks 
  2. Be enjoyable and genuine 
  3. Get inventive with sound 
  4. Faucet into their TikTok viewers 
  5. Be a part of tradition tendencies or is a part of a tradition 
  6. Preserve factor easy 

A model that understands this effectively is Simmons. Simmons’s #Snoozzzapalooza Branded Hashtag Problem labored collaboratively with company companions and TikTok, and resulted in six billion views and a pair of.3 million video creations. 

This implies over 2 million TikTok customers ran with the problem, displaying off their creativity whereas spreading Simmons model consciousness. They did this by together with a enjoyable, upbeat track (authentic) and giving creators full creativity on how they imagined the problem, leading to an engagement price of 20%.

3. Preserve It Genuine

Relating to fine-tuning your TikTok concepts, it’s very important they move the authenticity check. TikTok, in any case, is a social media platform, making it very important for manufacturers to be themselves. That is one thing on-line health attire retailer Gymshark – who at the moment are as much as 3.4 million followers – are masters at. 

Protecting your TikToks genuine is essential if you wish to duplicate their success. Finally, this model has constructed its complete TikTok content material advertising round simply that. Check out Gymshark’s Halloween TikTok from final yr. 

@gymshark Even the largest man within the health club is frightened of one thing 😳 @Thomartos #Gymshark #Halloween #GymNightmare ♬ authentic sound – Gymshark

Gymshark have been capable of develop their following by tapping into the viewers and talking their language with each TikTok video they create. Check out their homepage. It’s extra entertaining than academic. Their complete technique is round creating TikTok video concepts that faucet into the newest tendencies.

tiktok authentic content example

If you happen to’re searching for extra TikTok video concepts that exude authenticity, Pink Bull is all the time a superb model for inspiration. One among their Dance Your Model competitors campaigns generated over 7 billion video views and an engagement price of 14.94%.

4. Discover Your TikTok Size Candy Spot

Relating to TikTok greatest practices, sure, size issues. However what size? TikToks began as 15-second clips, which then elevated to 60-second movies. They’re at present testing prolonged movies of lengths as much as 10 minutes. This differs from an Instagram Reel, which units the restrict at 30 seconds. 

So what’s the greatest TikTok video size? 

Based on TikTok, 1 in 4 top-performing movies vary between 21 and 34 seconds in size. Moreover, they discovered that these movies see a 1.6% raise in impressions. 

Typically, manufacturers ought to preserve movies brief, however it’s very important to check completely different lengths towards your TikTok efficiency metrics. Manufacturers also needs to match size to the message and content material. 

Let’s check out Ryanair’s TikTok account. Though their TikTok movies are from 6 to 46 seconds, their content material averages the 10-second mark. 

tiktok brand account and best practice example ryanair

This doesn’t imply it is best to go all-in with 10-second movies, and that’s that. Right here’s one other instance from Fenty Magnificence. This model takes on TikTok trending make-up tutorials, with some movies exceeding a minute.

@fentybeauty @nikkietutorials serving LEWKS and HAWT #FENTYICON tea!! 🍵 Which shade(s) did y’all snatch already? #iconenergy #lipstick ♬ authentic sound – Fenty Magnificence

In a Nutshell: It’s a balancing act. TikTok video size must be tweaked particularly on your model, message, and viewers. The easiest way to do that is to: 

  1. Preserve an in depth eye on all content material engagement metrics and adapt your TikTok content material advertising technique accordingly 
  2. Watch trending and viral movies to gauge what TikTok customers are participating with 
  3. A/B check your TikTok adverts earlier than launching a marketing campaign in full 

TikTok Video Finest Follow: Methods to Set Up a Break up Take a look at in TikTok Adverts Supervisor

5. Embrace a Promotional Supply

Subsequent, it would be best to check including promotional provides to TikTok video adverts and content material. Emphasizing a suggestion, whether or not it’s a seasonal low cost or a promotional code, can enhance impressions. And extra impressions imply you’re more likely to get extra clicks. 

Regardless of solely 3.21% of top-performing TikTok movies truly that includes product promotions, those that do see a 67.4% impressions raise, which is kind of a substantiation. This consists of influencer campaigns. 

Do not forget that profitable TikTok instance from the Farmer’s Canine we highlighted in our case examine put up? On this marketing campaign, they mixed the facility of influencers with on-screen CTAs and strategic promotional provides. 

TikTok promotion example CTA

TikTok Promotional Video Finest Practices 

  1. Set the correct tone
  2. Begin with high-impact visuals 
  3. Companion with in style influencers 
  4. Preserve your message brief and to the purpose
  5. A/B check completely different promotions  

 6. All the time Shoot for TikTok (Vertical)

It shouldn’t be a shock that manufacturers ought to prioritize vertical movies in the case of TikTok advertising. 

Because of this repurposing content material that’s shot outdoors the really useful TikTok video and advert specs, or anticipating TikTok customers to rotate their screens, is an enormous no-no for manufacturers eager to make an influence. And the video efficiency stats again it up. 

Based on TikTok, movies shot in vertical format see a 40% impression raise, in comparison with these shot utilizing sq. or horizontal facet ratios. These movies are explicitly shot for TikTok within the 9:16 facet ratio and consistent with tendencies. They aren’t Instagram Reels or different social media platform movies simply posted to TikTok. 

TikTok Video Finest Practices and Capturing Suggestions

When creating TikTok video content material or adverts, you need to be sure to:  

  • Use TikTok results and textual content 
  • Concentrate on the topic 
  • Use good lighting 
  • Preserve it easy and have enjoyable 
  • Shoot vertical 
  • Experiment with transition strategies similar to a floating impact or digital camera drop 

7. Shoot Full Display screen and Border Free

One other TikTok video greatest apply is capturing full display screen and border free. Merely put, high-performing movies aren’t simply vertical however are shot utilizing the total 9:16 facet ratio, with none empty areas or borders. 

98.63% of the best performing movies on TikTok are full display screen, border free, and shot or edited to a 9:16 facet ratio. These movies additionally see a 60.5% raise in impressions. In different phrases, whenever you mix good formatting with leisure, your TikTok video concepts are sure to soar. 

Check out a video from this favourite TikTok account, miso come right here. That is the account behind the profitable pet retailer, Miso and Associates.  

@misocomehere My eternally unicorn. 💜 Keep protected tonight everybody! #shihtzusoftiktok #shihtzu #halloween #dogsofttiktok #cutedog #unicorn ♬ Break My Stride – Chateau Pop

The truth is, all their movies offers you a ton of profitable TikTok video concepts.

winning tiktok account example

TikTok Video Finest Follow: Methods to Repurpose Current Video Content material 

To repurpose present movies from TikTok, manufacturers ought to: 

  • Put money into good modifying apps and instruments 
  • Shoot with repurposing in thoughts when creating any video content material 

In case you are DIY-ing your video manufacturing, take a look at this “How To Repurpose A Video Right into a TikTok or Shorts” how-to. 

 8. Go for a Sound-On Surroundings

When narrowing down your TikTok video concepts, don’t neglect to think about background music or sound. Based on TikTok, 93% of top-performing TikTok movies use some type of audio, so it’s a good suggestion to go for a sound-on surroundings to raise impressions. This may be within the type of: 

  • Speaking to digital camera 
  • Background music  
  • Voiceovers 

Being inventive with sound undoubtedly does repay. Right here’s one of the crucial in style movies from final yr, proving simply how impactful sound may be. 

@tacobell World, say hiya to #TacoMoon ♬ authentic sound – tacobell

TikTok Finest Follow: Use Sensible Video Soundtrack 

Need to rapidly discover royalty-free music for TikTok adverts? TikTok’s Sensible Video Soundtrack is a free and easy-to-use device that robotically matches TikTok to best-fitting music. 

how to add sound to tiktok ad videos

This inventive TikTok device provides eCommerce TikTok entrepreneurs and video creators 500,000+ items of music in 10 genres – way over is offered when creating an Instagram Reel. It permits them to strive completely different background music to check their impact on advert supply efficiency.

9. Change Up Scenes in a Single Video

The subsequent efficiency hack to think about when creating good TikTok movies are scene variations. When analyzing top-performing video adverts, TikTok discovered that movies with diverse scenes see a 40.6% raise in impressions and account for 99% of top-performing eCommerce movies. 

In a nutshell, in the case of creating TikTok video adverts, B-roll or transition footage is vital. That is one thing profitable eCommerce TikTok account Sud Scrub understands and executes effectively. 

@sudscrub PSA: Washcloths are additionally susceptible to bacterial progress 🦠❌ #showerroutine #hygienehacks #beautyhacks #cleantok #mysmallbusiness ♬ authentic sound – Schitt’s Creek

TikTok Finest Follow: Scene Transitions 

To raised flip your TikTok video concepts into high-performing content material and adverts, testing scene transitions are a should. Fortunately, TikTok provides a number of options on tips on how to do exactly that with their high transitions ideas, together with: 

  • Sudden reveal transition
  • Flying objects
  • 360 video
  • Immediate garments change
  • Digital camera drop
  • Floating impact
  • Perspective seize

To call a couple of. Listed here are two transition how-to movies to get you began: 

10. Don’t Sacrifice on High quality – Go for Excessive-Res 720p+

Sure, in some instances, fast in-the-moment smartphone movies can generate hundreds of thousands of views. And no, you undoubtedly don’t want knowledgeable video service to create your TikToks. The trick is steadiness, and the outcomes are price it. 

Based on TikTok, 83.2% of top-performing TikTok movies have a decision of 720p or greater and lead to a 5.4% raise in impressions in comparison with these below 720p. 

Check out HelloFresh’s TikTok account. As you’ll be able to see beneath, all their movies observe the identical high quality requirements. One among their newest TikToks makes for excellent TikTok video concept inspiration. 

hello fresh ecommerce tiktok account example

@hellofresh So many scrumptious choices for each meal of the day! 😋 #whatieatianday #recipes #HelloFresh ♬ authentic sound – HelloFresh US

Listed here are some TikTok video capturing tricks to get you began: 

TikTok Finest Follow: Suggestions for Filming Good High quality Movies 

  • Begin with an impactful visible
  • Choose on your rear-facing digital camera
  • Heart your parts 
  • Movie utilizing your cellphone earlier than opening the TikTok app or enterprise account 
  • Keep up-to-date with present results, filters, and sound tendencies
  • Consider your lighting 

 11. Nearly All the time Embrace Captions

Relating to TikTok greatest practices, closed captioning is a should. They make movies accessible whereas growing engagement. 

TikTok has discovered that captions can enhance impressions by over 50% in 73% of top-performing TikToks. Right here’s a superb instance of taking TikTok captions to a brand new degree from Crocs.  

@crocsConsolation👏 With out👏 Carbon👏 We’re absolutely dedicated to our objective of Internet Zero by 2030! Let’s make our world a extra snug place💚 See bio for extra!♬ 오리지널 사운드 – Crocs

And it doesn’t need to be sophisticated. Final yr, TikTok launched auto-captions that robotically generate captions for uploaded content material and provides customers the facility to edit the textual content of their captions as soon as they’re generated.

 TikTok launched auto-captions

TikTok Video Finest Follow: Producing Catchy TikTok Captions

Listed here are some tips about tips on how to discover captions on your TikToks and video adverts: 

12. Combine TikTok in Your Advertising Technique the Proper Means

Earlier than you begin throwing a finances at your TikTok advertising, it’s worthwhile to ensure that it matches into your total digital advertising technique completely. 

If you happen to’re already utilizing Site visitors Booster, that is simple: you’ll be able to simply attain out to our help staff to improve to enterprise. In case you are DYI-ing your digital adverts and content material advertising, you will want to create a sound technique for TikTok that integrates into your advertising the correct manner. This implies: 

  1. Defining your TikTok viewers market 
  2. Doing a aggressive evaluation (AKA spy in your opponents
  3. Setting objectives and goals for content material and adverts 
  4. Defining budgets 
  5. Optimizing and tweaking constantly (even higher if you’re doing this in real-time with PPC automation

Let’s check out Collars & Co, whose TikTok advertising technique is centered round creating participating and enjoyable content material geared toward participating their desired viewers. Justin, their founder, having had earlier success with one TikTok getting 50k views in a single day, determined to make use of adverts to develop his model’s TikTok following and enhance every day gross sales. They used: 

  • Conversion campaigns
  • Lookalike audiences 
  • Retargeting audiences

And the outcomes? They have been capable of develop their followers by 29,000 through the marketing campaign. 

Upon getting narrowed down your TikTok video concepts and used the given greatest practices to supply them, it’s time to run your adverts. You need to take into account your TikTok objectives and your total advertising technique. Merely put, assume cross-channeling! 

In a Sprout Social case examine, one in all their key findings was as follows: 

“Don’t simply await folks to find your TikTok channel. Unfold the information and cross-promote in your different social channels. TikTok movies are simple to export and may add new aptitude to your omnichannel content material technique.”

There are 3 ways you’ll be able to navigate this: 

  1. Take a look at and run your individual TikTok adverts for eCommerce 
  2. Use an company or rent a PPC supervisor
  3. Go for a strong PPC administration service that features TikTok adverts and devoted account managers

Additionally ensure that you take a look at these knowledgeable guides as effectively, to assist construct the optimum social media platform advertising and PPC technique:

  1. Fb Adverts for eCommerce
  2. Google Adverts for eCommerce 
  3. Pinterest Adverts for eCommerce 
  4. Microsoft Adverts for eCommerce
  5. TikTok Adverts for eCommerce 

Last Ideas: Outline, Take a look at, Run, and Optimize Accordingly 

To recap, to create high-performing TikTok Movies, manufacturers ought to: 

  • Convert with on-screen CTAs 
  • Let your buyers exhibit 
  • Preserve it genuine 
  • Discover your TikTok video size candy spot 
  • Embrace a promotional provide 
  • All the time edit or shoot for TikTok  
  • Shoot full display screen and border free  
  • Go for a sound-on surroundings 
  • Change up scenes in every TikTok 
  • Shoot at 720p+
  • Nearly all the time embrace captions 
  • Combine TikTok in your social media and PPC technique  

Nevertheless it doesn’t cease there. With every TikTok account video, you need to assess engagement and be taught. Relating to TikTok video adverts, it would be best to preserve your eyes on total CPM, CPA, CTRS, CPM, conversions, and advert spend. 

Earlier than throwing your complete monetary weight behind producing TikTok video concepts, it would be best to: 

  1. Outline: Provide you with a shortlist of content material advertising and video advert concepts 
  2. Take a look at: Create movies utilizing TikTok greatest practices and check to your viewers 
  3. Run: Run adverts with smaller budgets, assess outcomes, and tweak 
  4. Optimize: Enhance campaigns and budgets, consciously optimizing 

And that’s it! 

If you happen to’re nonetheless searching for TikTok content material concepts, head over to this put up: 9+ Successful TikTok Advert Examples and Why They Work

Additionally, make sure to be part of 40K different on-line retailer homeowners and observe us on TikTok for superior eCommerce advertising ideas. 

Have eCommerce TikTok advertising questions? Publish them within the feedback beneath, and our PPC consultants will get again to you. 

how to set up google ads for eCommerce

Nicole Blanckenberg

Nicole is a content material author at StoreYa with over sixteen years expertise and aptitude for storytelling. She runs on a wholesome dose of caffeine and enthusiasm. When she’s not researching the following content material development or creating informative small enterprise content material, she’s an avid beachgoer, espresso store junkie and hangs out on LinkedIn.



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