By Nikki Carlson, co-founder/co-president ofChicExecs Retail and Strategy Firm. She has over 21 years' experience in PR/marketing.
Content might be king, but video content is still the top dog. Fifty-four percent of consumers want to see more video content from the brands they love, but there’s a problem: Brands don’t like creating videos.
If your shoppers are clamoring for video, but you’re only engaging them with written copy or static images, you risk looking out of touch. It’s time to go all-in on video content, whether you feel like your brand is “ready” or not.
Fortunately, you don’t need a pricey camera or professional studio to do video well. TikTok and Instagram Reels are the perfect media for brands to get in on the video craze without the crazy startup costs. Follow these quick tips to get more mileage out of your investment in video content via TikTok and Instagram Reels.
TikTok is growing quickly, so you need to get on this platform pronto if you want to make an impression on your shoppers.
Sure, you can pay for TikTok Ads, but they’re expensive. The best thing you can do is consistently create good organic content. Follow these guidelines to make sure your branded TikToks hit the mark every time.
TikTok allows videos up to ten minutes long, but just because you canupload long videos doesn’t mean you should. The world’s best-performing TikToks are just 16 seconds long on average. If you want to connect with more viewers on TikTok, shorter is always better.
Just like Instagram, TikTok also uses hashtags to organize content. If you’re posting TikToks without hashtags, you’re leaving views on the table. Unlike Instagram, TikTok doesn’t limit the number of hashtags you can use, but you do have a character limit. When in doubt, use three to five popular hashtags to get more eyeballs on your content.
If you’re new to TikTok, partnering with the right spread of influencers can garner you hundreds of followers overnight. Influencers allow you to essentially “rent” their clout to promote your product in an organic, natural way to a new audience.
TikTok makes it easy to find influencers, too. Just visit the Creator Marketplace to find influencers for hire. From there, you can collaborate with influencers on the perfect TikTok content marketing campaign.
Some folks try to film content on Instagram Reels or YouTube and then port it over to TikTok. We’re all for repurposing content and saving time, but if you’ve got TikTok in the mix, you need to take the opposite approach: Start with TikTok first.
It sounds weird, but content made for TikTok does really well as an Instagram Reel—but the same doesn’t hold true if you post Instagram Reels on TikTok. If you want to do both Reels and TikToks, film your TikToks first and then post them to Reels.
Getting More Mileage Out Of Instagram Reels
TikTok is where it’s at, but you can’t discount Instagram Reels. Instagram is popular with Millennials and Gen X, so if they’re your target audience, you should definitely be on Instagram Reels.
Reels might be similar to TikTok, but there are a few things you need to know about this platform. For one, Reels can only last three to 90 seconds, while TikToks can (theoretically) be 10 minutes long. If you want to master the art of Reels content, follow these guidelines.
Know Your Audience Before You Film
Is your audience actually on Instagram? If so, what Reels are they engaging with? What content resonates with your audience? Check your Instagram analytics to get black-and-white data on what your audience is interested in.
If you choose to upload a TikTok to your Instagram Reels, you might need to reformat it. Reels display in a 9:16 aspect ratio, so watch your formatting here. Reels also can be no longer than 90 seconds, so make sure you keep it brief.
Branded content doesn’t have to be an unsolvable puzzle. As long as you follow the Golden Rule and create content you would love to watch on Reels, you’ll be golden.
Every brand is different, but you can jazz up your Instagram Reels content by filming:
If you’re having a hard time cracking the code, check what other brands in your space are doing. You should never copy other brands, but this is a great way to get inspiration if you’re running low on ideas.
Other types of content, like blogs and infographics, absolutely have a place in your brand’s content marketing mix. But remember that video is the most engaging form of content marketing—and your audience is craving more. Don’t let video intimidate you: Start creating TikToks and Reels for your business. No matter your business’s size, you can become a social media video superstar in no time.
