TikTok Content Strategy – A Guide For Content Creators


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Key Takeaways

  • TikTok’s content strategy should be data-driven, focusing on vertical videos longer than five seconds, creative captions, and the use of effects for viewer engagement.
  • Using TikTok analytics is crucial for understanding video performance, audience demographics, and trending content to create engaging and shareable videos.
  • TikTok content should prioritize entertainment value, utilizing techniques like humor, synchronization of sounds, and text overlays to captivate the audience.
  • The TikTok content strategy should consider video format and length, with recommendations for vertical videos with a 16:9 ratio, 1080×1920 resolution, and the option to create longer videos for in-depth storytelling.

Data-Driven Content Strategy

Considering the format of your videos is an important first step in any content strategy. TikTok recommends posting vertical videos (performs best on TikTok) and videos longer than five seconds.

A great caption can be just as captivating as the content of a video. Use the space in your captions to add context and share more about a video.

Consider using creative effects and video tools to bring videos to life, from freeze-frames to voice-overs to Duets.

Understanding and Using Analytics

TikTok analytics help you see your top-performing videos and help you understand your audience better. Image credits.

Understand and use TikTok analytics to gain more insight into the performance of your videos.

Access your TikTok analytics by clicking your profile icon and selecting “Business Suite” (if you use a desktop), or if on mobile, click “…” to open your settings. From there, select “Creator tools” and then “Analytics.”

Within the analytics, three core categories matter the most:

  • Overview: The Overview section showcases vital statistics such as video views, profile views, and follower counts for the past 7 and 28 days.
  • Content: The Content category delves into specific video performance, offering insights into your recent trending videos.
  • Audience: The Audience section provides comprehensive knowledge about your audience, including their demographics, geographical locations, and daily activity patterns.

Rather than fixating on a singular metric, analyzing overarching trends from your analytics data and understanding how your audience engages with your content is essential. Remember, the key to creating compelling, shareable videos is to capture your viewers’ attention from the outset and retain it throughout the video’s duration.

If one of your videos performs better or worse than others before it, keep in mind that performance fluctuations are normal.

TikTok’s Feed

TikTok’s For You feed typically curates content from videos posted in the previous 90 days, with videos typically experiencing peak engagement within the initial days after posting. Nevertheless, as long as viewers continue interacting with your content, TikTok can continue recommending it.

Remember that video performance unfolds over several months, so consider leaving your videos up to allow them the time to flourish.

This also means there’s no specific time or day to post your video to TikTok, as the video can perform instantly or after several months.

Remember that grabbing your viewer’s interest from the start and holding it throughout is the key to creating engaging and shareable videos. Following the popular hook, retain, and reward video model.

Entertainment Centered

According to TikTok’s What’s Next Trend Report, 4 out of 5 said TikTok is either very or extremely entertaining.

You can maximize your impact on TikTok by crafting cheerful, humorous messages tailored to your audience, enhancing entertainment value.

To further captivate your viewers, you can employ editing techniques such as synchronizing sounds with transitions and incorporating text overlays, which prove highly effective in maintaining audience engagement.

Video Format and Length

TikTok recommends vertical videos with a 16:9 ratio and 1080×1920 resolution. The length of your video should be over 5 seconds but 10 minutes at max. TikTok encourages the creation of longer videos when needed.

Longer videos

TikTok offers the option to create longer videos to use as part of your TikTok content strategy, providing an excellent platform for in-depth storytelling and richer content experiences.

The extended duration can be particularly advantageous for those aiming to build comedic or informational content with a more extended setup or explanation.

This shift towards longer videos doesn’t mean your short-form videos won’t perform on TikTok anymore; the algorithm still relies on engagement and viewer interests. Longer videos offer an opportunity to foster trust, deliver more substantial information, and connect more deeply with your audience.

Remember, regardless of video length, compelling storytelling remains crucial.

Creator Community and Authenticity

In the vibrant TikTok community, authenticity is the reigning principle for success. As you create more videos, the key to connecting with your audience lies in using relevant hashtags related to your content rather than generic ones like #FYP or #foryou.

TikTok has explicitly said that using non-relevant hashtags won’t get your videos more views (source).

Consistency plays a pivotal role, making a regular posting schedule essential for building enduring relationships with your viewers.

Analyzing the themes and performance of your top videos can guide your future content strategy, allowing you to resonate with your audience.

Search Engine Focus

According to the NY Times, Generation Z chooses social media platforms like TikTok and Instagram to search for things to buy or where to lunch that day.

TikTok offers a Discover/Explore tab to find creators, communities, and trending videos.

You can use trending videos as inspiration or as part of your TikTok content strategy.

While Google is the dominant search engine (for now), social media platforms like TikTok are leaning into a business model where the content consumer doesn’t have to leave the app to buy products or services (source).

This means that you could start to optimize your content for discoverability rather than solely creating trending videos.

Whether through captions, hashtags (content relevant), or voiceovers, numerous ways exist to integrate keywords into your content, ultimately enhancing your videos visibility and increasing the likelihood of reaching your intended audience.

Posting Schedule

Posting consistently new content to TikTok is the best way to approach the posting schedule. It does not matter whether you post once or five times a day as long as you feel comfortable with the posting schedule.

Approach posting from the perspective that the more you post, the more likely it is that some of your videos will go viral or get a lot of viewers.

TikTok has mentioned that videos can continue to be recommended so long as viewers keep engaging with them.

Feature image credits.



Digital Artist

I’m a digital artist who is passionate about anime and manga art. My true artist journey pretty much started with CTRL+Z. When I experienced that and the limitless color choices and the number of tools I could use with art software, I was sold. Drawing digital anime art is the thing that makes me happy among eating cheeseburgers in between veggie meals.

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