Why Most Brand TikToks Fail
TikTok’s algorithm rewards content that resonates with its users, prioritising videos that generate likes, comments, shares, and watch time. Yet, many brands struggle to create content that fits into this ecosystem. Here’s why:
1. Lack of Authenticity
TikTok thrives on authenticity. Users expect real, relatable content that feels genuine rather than overly polished or scripted. Unfortunately, many brands stick to traditional advertising styles that don’t align with the platform’s vibe. When a video feels too much like an ad, viewers scroll past without a second thought.
2. Ignoring TikTok Trends
TikTok is trend-driven, and its trends move fast. Many brands fail to adapt their content to what’s currently popular, whether it’s a specific sound, challenge, or meme. By the time brands jump on a trend, it might already be outdated. Being behind the curve makes a video less engaging and less likely to resonate with TikTok’s audience.
3. Missing the Hook
TikTok users scroll through content at lightning speed, and if a video doesn’t grab their attention within the first 3 seconds, it’s game over. Many branded videos bury the key message or take too long to get to the point, losing viewers before they have a chance to engage.
4. Failure to Evoke Emotion
One of the most crucial factors in creating engaging content is evoking emotion. Whether it’s humour, excitement, or nostalgia, videos that trigger an emotional response are far more likely to get shared and remembered. The research shows that 8 out of 10 brand videos simply fail to do this, resulting in a lack of connection with viewers.
How Brands Can Capture Attention on TikTok
The good news is that brands can learn to create more effective TikTok content. Here’s how to turn things around:
1. Embrace Authenticity
TikTok is all about realness. Skip the corporate tone and slick production for something more natural and spontaneous. Show the human side of your brand by featuring real employees, behind-the-scenes moments, or user-generated content.
Tip: Use a casual, conversational tone and film videos in everyday settings rather than studios. It makes the content feel more approachable and relatable.
2. Jump on Trends (Quickly)
Stay on top of TikTok trends and incorporate them into your brand’s content strategy. This could be using trending sounds, participating in popular challenges, or adapting viral memes to suit your message.
Tip: Speed is key! TikTok trends come and go fast. Set aside time to scroll through your feed daily and look out for rising trends you can use creatively to fit your brand’s voice.
3. Grab Attention in the First 3 Seconds
First impressions are everything on TikTok. Start your video with a captivating visual, a surprising statement, or a bold question. The goal is to hook viewers instantly and give them a reason to keep watching.
Tip: Think about what would make you stop scrolling. A quick motion, an eye-catching visual, or even an intriguing caption can do the trick.
4. Prioritize Storytelling
TikTok users love stories. Use the platform to tell your brand’s story in a fun and engaging way. Whether it’s a day-in-the-life video, a behind-the-scenes tour, or a mini tutorial, use storytelling to connect with your audience on a personal level.
Tip: Use a beginning-middle-end structure even for short clips. Introduce a problem or situation, show your product in action, and end with a clear takeaway or call-to-action.
5. Evoke Emotions
Videos that stir up emotions tend to perform best. Focus on humour, nostalgia, or even inspiration to create a memorable experience for viewers.
Tip: Consider using user-generated content or testimonials that show real reactions to your product. Genuine emotional responses from real people can have a much stronger impact.
Measuring Success: What to Look For
Improving engagement isn’t just about gaining views; it’s about creating content that sticks. Pay attention to metrics like watch time, shares, comments, and likes to gauge how well your content is connecting with the audience. High engagement rates often signal that a video has successfully captured attention and sparked a positive emotional response.
The fact that 8 out of 10 TikTok brand videos fail to capture attention is a wake-up call. TikTok is a unique platform with its own set of rules, and brands must adapt to succeed. By embracing authenticity, keeping up with trends, hooking viewers early, and evoking emotion, brands can create videos that not only capture attention but also foster genuine connections with their audience.
TikTok isn’t just another social media platform; it’s a place where brands can tell stories in a new, exciting way. So, get creative, experiment, and most importantly, have fun. That’s what TikTok – and its users – are all about.
