TikTok Video Production: Creating viral content for Gen Z audiences

TikTok: The revolutionary, somewhat controversial short-form video platform that has taken the world by storm. With over 1.2 billion active users on the platform, it is now a must for brands and creators who are looking to grow their reach and engagement with Gen Z audiences.

But what does it take to create successful TikToks? Let’s dive in!

What is different about TikTok content?

Creating content for TikTok is different from other social media platforms. With limited time and space, you are challenged to create creative and entertaining content in just a few seconds.

Here are a few elements that make TikTok video production different from other platforms:

• Vertical video footage. TikTok is a vertically oriented app that fills the entire screen on a mobile device. Horizontal videos will either appear small or extremely zoomed in when posted on the platform, so traditional filming methods often don’t work.
• Snappy editing. Videos need to be edited quickly to keep the audience engaged and interested. Stories have to have a beginning, middle, and end within just 15 seconds!
• Bold and colorful visuals. TikTok is full of bright colors, animations, special effects, and engaging text — all compressed into just a few seconds.
• Engaging sound effects. Audio is key when it comes to TikTok videos and it’s important to use sound in your videos that capture the attention of viewers quickly and effectively.
• Keywords. TikTok is a bit of a search engine in the sense that users can type keywords into a search bar and it will return content based on those keywords. Creating content around targeted keywords and popular topics helps to get discovered, increasing automatic TikTok views and engagement.

5 steps to creating successful TikTok videos

The good news about TikTok content creation is that it is much easier than it sounds. You can produce a video for TikTok using simple, scalable systems and processes that are easy to implement.

Follow these 5 steps to create successful TikTok content:

Step 1: Create ideas.

Chances are, you already know, at least in part, what you want your campaign to look like. Consider your goals, target audience, and brand identity when brainstorming ideas that will generate the most engagement.

Then, do research into the following TikTok trends:

• Keywords and topics with search intent related to your goals and target audience
• Current TikTok trends that align with your brand’s mission and goals
• Sound effects and edits that could potentially help you connect with viewers

You can use these insights as the basis for the type of content you create. When you produce your videos this way, they will be more likely to help you reach your end goals (i.e., sales, conversions, and brand awareness).

Step 2: Create a plan.

Now that you have your ideas, it’s time to create a plan for the video production process. Consider what type of content you want to produce and how long it should be (we recommend keeping videos short and sweet).

This involves storyboarding, connecting with influencers or additional members of your team to help with the production, and scheduling filming.

Step 3: Shoot your footage.

The good news about TikTok footage is that it is usually low-budget. Most can be filmed on a smartphone, and it doesn’t require a special backdrop or elaborate plan in most cases.

Still, every brand is intentional with their TikTok video production. Take the time to plan out what type of footage you need, and how it should be framed before shooting.

Here are a few tips:

• Shoot footage that involves others. This might be a collaboration with a micro-influencer, interviews with bystanders about topics related to your product, or a challenge you invite viewers to participate in.
• Make sure your footage is dynamic. Your videos should either be in motion or involve movement in some way — this could mean swiping, panning, and zooming.
• Keep it simple. You don’t need a complicated setup, and you shouldn’t be spending hours shooting footage. Remember that creating content for TikTok is all about efficiency and speed.
• Be candid. The best TikTok content looks genuine and authentic.

Step 4: Edit your video.

TikTok has its own editing software built into its social platform, but many of TikTok’s most experienced creators use third-party software as well.

The good news is that most of the sounds, text edits, and other common video edits are already built into TikTok’s programming, meaning you can create them easily.

Step 5: Monitor your progress and adjust accordingly.

Once you have your video published, it will be important to keep an eye out for how viewers are responding. Monitor comments and engagement, and tweak your future videos as necessary. This will help you hone in on what works best for your target audience.

Final thoughts

With these five steps, you can create successful TikTok content that generates views and engagement. Take the time to research trends, plan out your content, shoot footage, edit it properly, and monitor your progress.

With this formula in place, you’ll be able to create a powerful presence on TikTok that drives results for your business.