The Definitive Guide to TikTok Advertising by Marshall Perry & Yu Dennis

Author:Marshall, Perry & Yu, Dennis
Language: eng
Format: epub
Published: 2022-05-15T00:00:00+00:00

Uploading Your TikToks

After you’ve created your TikToks, what’s the best way to upload them? Don’t post raw videos into the desktop upload, since you can’t add as many effects. Use the app on your phone to do this instead.

If you have VAs or a team that has already edited videos, you can schedule posts here. But this also means you’re not using TikTok’s design elements (big text of the hook and viral music) or the female computer-generated voice.

Figure 6.10: Upload Window on TikTok

15 Seconds of Fame

If you want people to engage your business or your brand, you have to start investing in the currency of digital platforms, attention. People are trading hours of their day scrolling through Facebook and TikTok and you have to fight for every bit of attention you can get. The easiest way to get people’s attention is through video. Specifically, 15-second videos. No one is going to watch a 3-minute video if they don’t know who you are.

Attention spans on social channels are brief. For example, the average watch time for a video on Facebook is only 6 seconds. You must learn to grab their attention quickly and pull them into the story you are trying to tell. Though you can have a mix of longer 60-second videos, being able to create compelling 15-second videos is critical to catching the attention of your target audience.

This isn’t as hard as it seems, you just have to start. So, pick up your phone, point it at yourself and tell us why you’re doing the work you’re doing. Start with, “when I was...” then tell us, “what I learned...” and finally, “what I believe...” and how that led you to the work you do now.

In this section, we will teach you how to make engaging 15-second videos so you can generate the attention you desire for your brand or business. No one made a good 15-second video on their first try, so start now, make a lot of them. You can test them and compare them, put money behind the winners, and capitalize on your most engaging videos. Before you know it, you’ll have hours of content-generating interest for your business or brand.

Your Mission in 15 Seconds or Less

If you are following the process we’ve outlined here, oftentimes the first video a potential customer will see from you is one of your why videos. Your first interaction needs to quickly capture their attention and get them to stop their scroll.

To do this, you need to be able to quickly share a meaningful why in 15 seconds or less. Other videos can stretch to 30 or 45 seconds, but the first touch needs to be quick and powerful. There are three primary components to an engaging why video.

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