At the 2024 Meltwater Summit in New York City, Neil Cameron, Head of Canadian Agency Partnerships at TikTok, shared six key principles for creating effective short-form videos on TikTok. These principles, designed to help brands engage audiences, are crucial for PR and marketing professionals looking to succeed on the platform.
First, Cameron emphasizes the importance of “fitting in to stand out.” Brands should utilize TikTok’s native tools and language to resonate with users. Instead of striving for perfection, brands should focus on authenticity, using social listening tools to adopt trending lingo. Cameron advises collaborating with creators, who understand the platform’s nuances, noting that creator-led content generates a 27% higher recall rate than non-creator content. Importantly, the effectiveness of content isn’t tied to a creator’s follower count; quality content always wins.
The second principle is to “lean into TikTok trends,” which Cameron categorizes into three types: moments, signals, and forces. Moments are fleeting trends that quickly gain and lose traction, signals indicate emerging behaviors and interests, and forces represent long-term shifts. Cameron suggests that brands with less agility focus on signals and forces, which are more sustainable. Brands should identify relevant trends, align them with their product or message, and then build a compelling narrative around them.
Third, Cameron highlights the need to “prioritize quality production.” While high production value is important, it doesn’t require a polished finish. Low-fi content can be effective if it’s visually appealing. He stresses that videos should be vertical, high-resolution, and formatted to fit TikTok’s platform.
The fourth principle involves “identifying a structural approach” to content creation. Effective videos have a clear structure: a hook, a body, and a closing. The hook grabs attention, the body deepens engagement, and the closing includes a strong call-to-action. Cameron recommends breaking the fourth wall by asking questions or making bold statements to create anticipation and maintain viewer interest.
Fifth, Cameron advises stimulating the senses, particularly through music, which is a powerful tool on TikTok. Transitions, text overlays, and emojis also enhance viewer engagement and retention. Introducing brand cues early in the video is key to ensuring visibility.
Lastly, leveraging sound is critical, as 70% of users engage with sound-on content, and 90% consider sound vital to their TikTok experience. If licensing music is not feasible, Cameron suggests using existing sounds on TikTok, which can be effective and budget-friendly.
By applying these principles, brands can create compelling, engaging content that resonates with TikTok’s vast and dynamic audience.
