Watch our hour-long Master Class with Nonsensical’s Head of TikTok, Nat Brereton and Head of Partnerships, Melina Lee to discover how brands can create organic TikTok content that gets cut-through.
Watch the replay and check out our summary below.
Here are our key takeaways:
Understand your audience
If you try and talk to everyone, you’ll talk to no one.
Recognise who is it your targeting and who your audience is on TikTok.
What Tok’s are they sitting in, what are their interests, who are they interacting/engaging with.
These are all key aspects that will help form your brand and brand personality on TikTok.
Choose your lane on TikTok
What do you want to be known for?
What content style do you want to go after?
Is your tone of voice useful or entertaining?
It’s important to start off with an overarching style and one ‘Tok’ that can also incorporate other elements into it.
This allows you to venture into other areas if you wish to do so once you have established your presence on TikTok.
Use strong hooks in your content
When it comes to defining what makes a good piece of TikTok content a key thing to consider is:
Strong hooks – This doesn’t just mean something shocking or controversial. It has to give context as users need to understand what are they about give their time to watch.
This could be a negative hook – “here’s why I would never visit this place again..”
Hooks that create intrigue and curiosity.
List hooks – “here are the top 3 places to visit in..”
Cut out the fluff
It’s so important to stick to the point and have a strong middle that builds momentum within your content that keeps users engaged.
With TikTok you don’t have long to keep someone engaged without scrolling, so this is key.
A useful way to check users watch time and rework your content based on this is through TikTok analytics.
Review your content as a cold user
When reviewing your content, act as if you have never heard about the brand and you’re coming in cold.
This will help you step back and evaluate the content – Is it evoking emotion? Is it intriguing enough?
If it doesn’t make sense to you, it won’t make sense to your audience.
Side note: get an outside opinion/perspective!
Think like a creator not a brand
Brands must adopt a creator mindset when it comes to success on TikTok.
TikTok is a human experience, particularly within organic content, we are not scrolling on TikTok to be sold to.
When it comes to growing organically, focus on building a community first and providing value – prioritise entertainment and relatability over self-promotion.
Sales come after!
Test and learn
When it comes to creating content on the platform, testing different formats until you get cut-through is key.
This over time will help you define what works for your brand and what doesn’t and helps build your TikTok strategy accordingly.
Relatability is key
Whatever ‘Tok’ your brand decides to sit in, the key is to be relatable to that audience whether that’s creating personas for example or just in general speaking to that niche with specific topics.
A great example of a brand who gets cut-through and creates impact with relatability on TikTok is Semrush.
Don’t be afraid to repurpose content
If you find yourself stuck in “TikTok Jail” don’t be afraid to repurpose content – try switching up the hook, the title/captions, the length of the video, the music.
These are all simple but effective small changes you can make to help overcome this.
Watch our previous organic webinar on Finding The Right Tok on TikTok!
For extra TikTok training check out our website!
We cover TikTok Tips, TikTok Ads, TikTok News and the TikTok Trends you should know about!
