Want to gain interest on TikTok?
With a billion users on the platform, it’s no wonder you’re trying to find potential customers there.
However, I’ve worked with many founders who didn’t know how to make a TikTok video for their brand. They assume that only dance videos or strange challenges are watched on the platform. While this sounds fun, it doesn’t have much to do with product awareness. I also see founders start posting about their products on TikTok and quickly give up on the grounds that their content isn’t engaging enough and that it’s impossible to produce content that will go viral.
But creating viral product content on TikTok is indeed possible. And you don’t have to be a celebrity, a megabrand, or a full-time content creator to make it happen.
Through my agencies, The Social CliQ and The Content CliQ, I help founders like you transform their brands’ digital footprints.
From working with brands in the beauty, beverage, fashion, lifestyle and retail industries, I’ve developed an 8-step process for how to make TikTok videos that gain views and sales for your brand.
Read below to find out what steps you need to take to achieve growth on the fastest growing social media channel in the world!
How to Make a TikTok Video
Step 1: Hook
Step 2: Introduce the problem
Step 3: Talk about a failed solution
Step 4: Introduce your product
Step 5: Unpack the features
Step 6: Show the benefits
Step 7: Visualize your desired end result
Step 8: Provide a clear and simple call to action
Step 1: Hook
First, you need a catchy hook that will stop your target audience in their digital tracks, cut through mindless scrolling, and make them sit up and take note of what you have to say.
Some of the most successful hooks I teach my clients to use are:
- Is it just me or…
- I wish I had known about ____ sooner
- For this you need…
- Anyone else feeling (insert feeling)?
- If you are ___, you should try ___
- Today I found out that…
These hooks draw your audience in, make them feel like the content is personalized for them, and grab their attention, preparing them for what’s to come.
For example, if you sell dumbbells for people to exercise at home, you might start with a hook like this:
Is it just me or is it almost impossible to find time to go to the gym?
You immediately grab the audience’s attention because they can think, “No, it’s not just you, Thalia, I’m struggling with this too.”
Step 2: Introduce the problem
Then it’s time to properly present the problem that your target audience faces and that your product can solve.
Again using weights for home workouts, the problem here is that people struggle to find time to go to the gym, whether it’s due to work commitments, social events or family life. It can also be about finances.
Identifying the current pain points your target audience is suffering from allows you to empathize with them, show that you understand their needs, and build trust and confidence among your audience.
Do not skip: How to get more views on Instagram
Step 3: Talk about a failed solution
Next, it’s time to talk about the failed solutions your audience has most likely tried, which left them demotivated and skeptical of other potential solutions.
After all, if you’ve been burned once before, it makes you less likely to try again. Using our example above, this can be done by pointing out that you’ve tried working out from home before but didn’t have the equipment to see real improvements. Or maybe you talk about trying to get to the gym before work or on the weekends, but to no avail.
By turning to failed solutions, you increase your credibility and show your audience that the product you’re presenting to them is highly researched and well thought out, while at the same time building more empathy for their cause.
Step 4: Introduce your product
Now that you’ve engaged your audience, shown them that you understand their pain points and determined that other solutions just aren’t the answer, it’s time to launch and promote your new solution as their savior.
At this point, if the first three steps have gone to plan, your audience should be ready and willing to hear what your proposed solution to the problem is, and it’s time to prepare it.
You’ve already identified their likely problem and other ways they’re looking for a solution. Now is the time to show them that this solution is here.
Step 5: Unpack the features
However, it is not enough to pretend that your weight is the solution to their problems. After all, at this point, from your prospect’s perspective, what’s the difference between the products they’ve tried before and the products you offer?
Therefore, it is very important to immediately follow the presentation of your product with a detailed description of all its features and unique selling points, emphasizing its distinguishing features.
Back to our home exercise weights, for example, our unique selling position (USP) might be that our weights are adjustable, allowing you to change the weight depending on the exercise or workout.
Step 6: Show the benefits
Once you’ve enticed the viewer by showcasing the many features that make your product stand out from the rest, it’s time to highlight the many benefits these factors can bring.
For example, the adjustability of our sample weights will allow users to truly test their limits from home, while not breaking the bank by purchasing multiple sets of weights. It cannot be overstated how easy they are to maintain.
By identifying the many benefits offered, you allow the user to envision receiving those benefits, which in turn will motivate them to purchase the product.
Step 7: Visualize your desired end result
Up to this point, I’ve talked to you a lot about the messaging of your TikTok video, but we haven’t discussed the video itself.
While all of the elements mentioned above are critical to a successful video, the right video content is very limited without accompanying it.
After all, if you can’t show that your product works and the end result you want, how can a potential customer trust you to do what you say?
With our adjustable weights example, video evidence showing how the weights change weight, how they are used as part of a home workout, and how they are clearly and easily stored are essential elements of product sales.
Remember, TikTok is a platform that rewards videos that look and feel authentic. So, make sure your content looks like it was taken by a regular person or someone who reflects your target audience.
This can require a friend to take the camera or you can do it yourself.
Continue learning: How to get more views on TikTok
Step 8: Provide a clear and simple call to action
Finally, you need a clear and distinct call to action to highlight the next step you want the viewer to take to complete the video.
Maybe it’s signing up for a waiting list, liking and subscribing, or going straight to purchase; In any case, the CTA should be very clear and distinct to avoid any confusion.
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Now that you have 8 steps to TikTok video success, why should you take the necessary steps now to make your eCommerce business a success?
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