Interested in gaining traction on TikTok?
With a billion users on the platform, it’s no surprise you’re trying to find potential customers there.
However, I’ve worked with many founders who don’t know how to make a TikTok video for their brand. They assume that only dance videos or weird challenges get viewed on the platform. While that might sound fun, it doesn’t have much to do with awareness of a product. I also see founders start posting about their products on TikTok and give up quickly, citing the fact that their content didn’t gain enough traction and that it was impossible to make content that would go viral.
But creating viral product content on TikTok is actually possible. And you don’t have to be a celebrity, megabrand, or full-time content creator to make it happen.
Through my agencies, The Social CliQ and The Content CliQ, I help founders like you transform their brand’s digital footprint.
From working with brands across the beauty, beverage, fashion, lifestyle, and retail industries I’ve developed an 8-step process for how to make TikTok videos for your brand that gain views and sales.
Read on below to find out what steps you need to take to achieve growth on the fastest-growing social media channel in the world!
How to Make a TikTok Video
Step 3: Talk about a failed solution
Step 4: Introduce your product
Step 7: Demonstrate the desired end result
Step 8: Provide a clear and simple call to action
Step 1: The Hook
First off, you need a compelling hook that will stop your target audience in their digital tracks, cut through the mindless scrolling, and make them sit up and take note of what you’re about to say.
Some of the most successful hooks I coach my clients to use are:
- Is it just me or…
- I wish I knew about ____ sooner
- You need this for…
- Is anyone else feeling (insert a feeling)?
- If you’re ___, you need to try ___
- I found out today that…
These hooks draw your audience in, make them feel like the content is personalized to them, and grab their attention, preparing them for what’s to come.
For example, if you were selling dumbbells for people to work out from home, you might start with a hook similar to the following:
Is it just me, or is it almost impossible to find time to get to the gym?
You immediately grab the audience’s attention as they may also think, “No, it’s not just you, Talia, I also struggle with this.”
Step 2: Introduce the problem
Next it’s time to properly introduce the problem that your target audience is facing and that your product can solve.
Using the weights for home workouts example again, the problem here would be that people struggle to find time to go to the gym, whether it be due to work commitments, social events, or family life. It may also be financially related.
Identifying the current pain points your target audience is suffering from allows you to sympathize with them, show them you understand their needs, and build trust and credibility with your audience.
Don’t Skip: How to Get More Views on Instagram
Step 3: Talk about a failed solution
Next, it’s time to talk about failed solutions that your audience has probably already tried, which has likely left them feeling demotivated and skeptical of other potential solutions.
After all, if you’ve been burned once before, it makes you much less likely to try again. Using our example above, this could be done by highlighting that you may have tried to work out from home before but lacked the equipment necessary to see true improvements. Or perhaps you talk about trying to go to the gym before work or on weekends, but to no avail.
By addressing failed solutions, you further improve your credibility and show your audience that the product you are pitching to them is highly researched and well thought out while also adding further sympathy to their cause.
Step 4: Introduce your product
Now that you have hooked your audience in, show them that you understand their pain points and identified that other solutions just aren’t the answer, it’s time to swoop in and promote your brand new solution as their savior.
At this point, if the first three steps have gone to plan, your audience should be primed and ready to hear about what solution to the problem you have to offer, and this is the time to produce it.
You’ve already identified the issue they are likely having and the other avenues they have taken in search of a solution. Now, it’s time to show them that you have that solution right here.
Step 5: Unpack the features
However, it is not simply enough to claim that your weight is the solution to their problems. After all, at this point, from your potential customer’s perspective, what is the difference between the products that they have tried before that have failed and the ones that you are offering?
That’s why it’s so important to immediately follow up on your product’s introduction with a detailed account of all of its features and unique selling points, highlighting what sets it apart.
Going back to our weights for home workouts, for example, our unique selling position (USP) might be that our weights are adjustable, allowing you to change the weight depending on the workout or exercise.
Step 6: Show off the benefits
Once you have enticed the viewer by showing off the many features of your product that differentiate it from the rest, it’s time to highlight the many benefits those factors can bring.
For example, the adjustability of our example weights would allow users to really test their limits from home while also not breaking the bank by buying multiple sets of weights. Not to mention how much easier they are to store.
By identifying the many benefits on offer, you allow the user to envisage gaining those benefits, which in turn will make them more excited about purchasing the product.
Step 7: Demonstrate the desired end result
Up until this step, I have talked to you a lot about the messaging of your TikTok video, but we haven’t discussed the video itself.
While all of the elements mentioned above are crucial for a successful video, they are also extremely limited without the right video content accompanying it.
After all, if you are unable to show your product working and the desired end result, how can a potential customer trust that it does what you say it will do?
With our adjustable weights example, video evidence of how the weights change weight, how they are used as part of a home workout, and how they are stored away clearly and easily are all crucial elements of selling the product.
Remember, TikTok is a platform that rewards videos that look and feel authentic. So, make sure your content looks like its shot by an average person or someone reflective of your target audience.
That might require you to ask a friend to be on camera or doing it yourself.
Keep Learning: How to Get More Views on TikTok
Step 8: Provide a clear and simple call to actiont
Finally, you need a clear and obvious call to action to round off the video, highlighting the next step you want the viewer to take.
Maybe that is signing up for a waitlist, liking and subscribing, or going directly to purchase; whatever the case, the CTA needs to be super clear and obvious to avoid any confusion.
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