TikTok is a platform that specializes in short, user-generated videos that only need to be 7 seconds long but can be up to 3 minutes. Its focus is on "crowd-sourced popularity," as Teen Vogue has described it. To curate content for each user's feed, TikTok presents trending videos at random until the user starts to engage with and like them, thereby indicating their preferences.
Videos on TikTok are meant to be ‘real’, or ‘user generated’. This means the idea and speed is more important than making something polished. Members who create spontaneous, entertaining, and engaging videos that trend the fastest often get the best results.
To start with, a strong hook at the beginning of your video is crucial to capturing your viewers' attention. It could be a question, anticipation, or anything that entices them to watch the rest of your video.
Secondly, you need to provide value to your viewers. This could be through education or entertainment, giving them something they didn't know before, or making them laugh or resonate with the content.
The Call to Action
Finally, including a call to action at the end of the video encourages engagement and drives sales.
To illustrate these principles in action, watch the playlist below and identify the hook, value, and call to action. You'll notice that some may not have all of these elements, but you'll get a sense of how they work.