DB #07: Tiktok or not?
Tiktok is something different than other platforms like Facebook, Instagram, Youtube, and even Pinterest. Tiktok requires a massive focus on creativity and videos that match the intent of the platform: entertainment.
This means short snippet videos. Short formats with fast-paced communication.
The biggest issue is the amount of effort you have to put into this channel. Facebook, Instagram, Youtube, and Pinterest still use photography as their baseline, even for ads, making it very simple to start, test, and iterate ideas. You don’t need to overcomplicate pictures. They don’t have to tell a story like videos have to do.
The ones that do, tend to create reels first and copy those to TikTok, which is fine. Notice that you have to quit the polished videos as they don’t do well on Tiktok, but might still find an audience on Instagram. Instagram’s algorithm is more forgiving. Tiktoks’ aren’t. Youtube shorts, I frankly don’t know.
On the other side of the platform, the consumer is easily spoiled and thus, therefore, bored in just a matter of minutes. Its short form fast-paced endless scrollable interface makes it easy to digest lots of visual cues although the algorithm rapidly focuses on the same type of category. The caveat is that creativity rapidly burns out in the videos you get. How many real creative videos did you see you can remember because they were so unique? Not that many.
If you decide to give it a try, pls do. It’s worth it. Not to expect the billions of views but the process of creating video content, storyboarding, formats, types of polishedness, etc.
Tiktok is great for getting eyeballs on new products in a non-polished way. Try the unboxing or product demo to get started and send them over to a mobile TikTok-friendly page (simple, repeat the video, have more videos of the benefits, and allow for one-click payments).
Here are 7 ideas to test on TikTok from simple to hard.
Voiceover the video and follow your storyboard
Problem & Solution (pre, during & post result)
Unboxing
Product demo
Robovoice (auto voice-over)
Testimonial mashup letting every client show a piece of the product benefits
Spokesperson (influencer recommending your product)
ps: haven’t seen much live streaming for e-com on TikTok so far. Untapped market for sure. If you have 1000 followers, you’ll be able to stream live.
There’s also a big caveat if it comes to selling on TikTok:
You must be at least 18 years of age
You must be based in the US, UK, France, Germany, Spain, or Italy. (Belgium?)
You must have a minimum of 10.000 followers
Your videos must have had 100.000 video views in the past 30 days
Your account must adhere to the TikTok Community Guidelines and terms of service
So this platform is far more complicated and consumer-trend-focused than you’d expect. Means: your presence has to be build-up from scratch, even if you’re famous. You have to put in the (video)work.
So before you decide to start with TikTok with the focus on making money in the next year, I’d recommend to try and test how deep the waters are for you to create that content and to find out if your audience is there to see and buy from you in the first place.
Wishing you all the best & have a very nice Christmas tonight.
d.