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Successful TikTok Video Concepts and Greatest Practices [+ Examples]

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

There isn’t any denying that TikTok is quick turning into a well-liked video advertising platform, having topped one billion energetic 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!

Which means that TikTok isn’t simply rising in recognition and attain, but in addition in content material. That is making it increasingly vital for eCommerce entrepreneurs to put money into video advertising and use TikTok greatest practices. 

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

We’ve obtained you lined. 

On this publish, we take you thru successful TikTok video greatest practices when creating adverts and content material, and provide you with some eCommerce TikTok video concepts for every that you would be able to 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 aspect 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 carry 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 properly. 

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 indicate customers simply how tasty and easy-to-use their product is. Not solely did they use a CTA button, however additionally they included an on-screen CTA incentive that gave customers 10% off after they clicked on the CTA and used the code.

Nonetheless, you’ll be able to hold it easy in relation to TikTok video concepts. Right here’s one other instance from Elf Cosmetics utilizing a primary “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 Buyers Present Off

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

Or in different phrases, let your audiences categorical 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 consumer sufficient to generate 241,000 video submissions and 32.7 million engagements.

In reality, Branded Hashtag Challenges are the most effective methods to make use of TikTok movies to spice up engagement. Based on TikTok, efficient challenges do the next: 

TikTok Hashtag Problem Greatest Practices 

  1. Make an impression with individuals 
  2. Be enjoyable and genuine 
  3. Get artistic with sound 
  4. Faucet into their TikTok viewers 
  5. Be a part of tradition developments or is a part of a tradition 
  6. Hold factor easy 

A model that understands this properly is Simmons. Simmons’s #Snoozzzapalooza Branded Hashtag Problem labored collaboratively with company companions and TikTok, and resulted in six billion views and a couple 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. Hold It Genuine

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

Retaining your TikToks genuine is essential if you wish to duplicate their success. In the end, 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 most important man within the fitness center is petrified of one thing 😳 @Thomartos #Gymshark #Halloween #GymNightmare ♬ authentic sound – Gymshark

Gymshark have been in a position to 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 developments.

tiktok authentic content example

In the event you’re searching for extra TikTok video concepts that exude authenticity, Pink Bull is at all times model for inspiration. One in all 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

On the subject of 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 the moment 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% carry in impressions. 

Usually, manufacturers ought to hold movies quick, but it surely’s important to check completely different lengths in opposition to 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’s 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. Hold 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 partaking with 
  3. A/B take a look at your TikTok adverts earlier than launching a marketing campaign in full 

TikTok Video Greatest Follow: The way to Set Up a Cut up Check in TikTok Advertisements Supervisor

5. Embrace a Promotional Supply

Subsequent, it would be best to take a look at including promotional gives to TikTok video adverts and content material. Emphasizing a proposal, whether or not it’s a seasonal low cost or a promotional code, can enhance impressions. And extra impressions imply you’re prone to get extra clicks. 

Regardless of solely 3.21% of top-performing TikTok movies really that includes product promotions, those that do see a 67.4% impressions carry, which is sort of a substantiation. This contains influencer campaigns. 

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

TikTok promotion example CTA

TikTok Promotional Video Greatest Practices 

  1. Set the proper tone
  2. Begin with high-impact visuals 
  3. Accomplice with in style influencers 
  4. Hold your message quick and to the purpose
  5. A/B take a look at completely different promotions  

 6. At all times Shoot for TikTok (Vertical)

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

Which means that repurposing content material that’s shot exterior the really helpful TikTok video and advert specs, or anticipating TikTok customers to rotate their screens, is a giant no-no for manufacturers desirous to make an impression. And the video efficiency stats again it up. 

Based on TikTok, movies shot in vertical format see a 40% impression carry, in comparison with these shot utilizing sq. or horizontal side ratios. These movies are explicitly shot for TikTok within the 9:16 side ratio and in step with developments. They don’t seem to be Instagram Reels or different social media platform movies simply posted to TikTok. 

TikTok Video Greatest Practices and Taking pictures Ideas

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

  • Use TikTok results and textual content 
  • Deal with the topic 
  • Use good lighting 
  • Hold 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 observe is taking pictures full display and border free. Merely put, high-performing movies aren’t simply vertical however are shot utilizing the complete 9:16 side ratio, with none empty areas or borders. 

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

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

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

In reality, all their movies offers you a ton of successful TikTok video concepts.

winning tiktok account example

TikTok Video Greatest Follow: The way to Repurpose Current Video Content material 

To repurpose present movies from TikTok, manufacturers ought to: 

  • Spend money on good enhancing apps and instruments 
  • Shoot with repurposing in thoughts when creating any video content material 

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

 8. Go for a Sound-On Atmosphere

When narrowing down your TikTok video concepts, don’t overlook to contemplate 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 atmosphere to carry impressions. This may be within the type of: 

  • Speaking to digital camera 
  • Background music  
  • Voiceovers 

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

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

TikTok Greatest 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 instrument that robotically matches TikTok to best-fitting music. 

how to add sound to tiktok ad videos

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

9. Swap Up Scenes in a Single Video

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

In a nutshell, in relation to creating TikTok video adverts, B-roll or transition footage is crucial. That is one thing successful eCommerce TikTok account Sud Scrub understands and executes properly. 

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

TikTok Greatest 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 gives a number of options on tips on how to do exactly that with their high transitions suggestions, together with: 

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

To call just a few. 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 circumstances, fast in-the-moment smartphone movies can generate thousands and thousands of views. And no, you undoubtedly don’t want an expert 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 increased and end in a 5.4% carry in impressions in comparison with these beneath 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 in all their newest TikToks makes for nice 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 taking pictures tricks to get you began: 

TikTok Greatest Follow: Ideas for Filming Good High quality Movies 

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

 11. Nearly At all times Embrace Captions

On the subject of TikTok greatest practices, closed captioning is a should. They make movies accessible whereas growing engagement. 

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

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

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

 TikTok launched auto-captions

TikTok Video Greatest 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 and marketing Technique the Proper Manner

Earlier than you begin throwing a funds at your TikTok advertising, you must make it possible for it suits into your general digital advertising technique completely. 

In the event you’re already utilizing Site visitors Booster, that is simple: you’ll be able to simply attain out to our assist workforce to improve to enterprise. In case you are DYI-ing your digital adverts and content material advertising, you will have to create a sound technique for TikTok that integrates into your advertising the proper method. This implies: 

  1. Defining your TikTok viewers market 
  2. Doing a aggressive evaluation (AKA spy in your rivals
  3. Setting targets and goals for content material and adverts 
  4. Defining budgets 
  5. Optimizing and tweaking repeatedly (even higher in case you are doing this in real-time with PPC automation

Let’s check out Collars & Co, whose TikTok advertising technique is centered round creating partaking and enjoyable content material geared toward partaking 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 improve each day gross sales. They used: 

  • Conversion campaigns
  • Lookalike audiences 
  • Retargeting audiences

And the outcomes? They have been in a position to develop their followers by 29,000 through the marketing campaign. 

After you have 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 targets and your general advertising technique. Merely put, suppose cross-channeling! 

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

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

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

  1. Check and run your personal 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 try these knowledgeable guides as properly, to assist construct the optimum social media platform advertising and PPC technique:

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

Remaining Ideas: Outline, Check, Run, and Optimize Accordingly 

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

  • Convert with on-screen CTAs 
  • Let your customers exhibit 
  • Hold it genuine 
  • Discover your TikTok video size candy spot 
  • Embrace a promotional supply 
  • At all times edit or shoot for TikTok  
  • Shoot full display and border free  
  • Go for a sound-on atmosphere 
  • Swap up scenes in every TikTok 
  • Shoot at 720p+
  • Nearly at all times embrace captions 
  • Combine TikTok in your social media and PPC technique  

But it surely doesn’t cease there. With every TikTok account video, you need to assess engagement and be taught. On the subject of TikTok video adverts, it would be best to hold your eyes on general 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: Give you a shortlist of content material advertising and video advert concepts 
  2. Check: Create movies utilizing TikTok greatest practices and take a look at 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! 

In the event you’re nonetheless searching for TikTok content material concepts, head over to this publish: 9+ Successful TikTok Advert Examples and Why They Work

Additionally, remember to be part of 40K different on-line retailer house owners and observe us on TikTok for superior eCommerce advertising suggestions. 

Have eCommerce TikTok advertising questions? Put up 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 pattern or creating informative small enterprise content material, she’s an avid beachgoer, espresso store junkie and hangs out on LinkedIn.



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