To increase the volume of Tik Tok video advertising, these 4 points cannot be ignored!

In TikTok, you often see those popular video ads or classic case videos, which are very exciting and attractive. So how are these widely acclaimed and countlessly liked TikTok ads produced? Let’s continue reading with questions in mind, maybe we can find the answers you want!

Let’s simulate this: when we are preparing to make a TikTok ad, what is the first problem we encounter? Think about it?

The first thing is what we should shoot, how we should shoot, what music to match, how to handle the post-production editing , etc.

Does it feel like there are too many things to think about? Well, don’t think too much. Instead of racking your brains, you might as well take a look at the popular ads on Tik Tok, because Tik Tok itself is a powerful creative library. You can learn from them, find the key points, and combine them with your own products to create videos that are suitable for the nature of your products.

Let’s look at some specific cases below!

Case 1: Advertisement of a second-tier e-commerce company

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There is a dramatic contrast between the two scenes before and after in the video, and the product is naturally introduced at the end of the video.

The topic of boys and girls in the video introduces the plot, and the " good looks " of the beauties build up expectations that it will be good to watch, which keeps you watching. In the end, the plot reverses after the male protagonist uses the product, which increases the user's interest in seeing the ending.

The highlights of the product are integrated into the story, weakening the identity of the advertisement, and the advertisement becomes an advertisement with content.

Case 2: Advertisement for app download and registration

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The video features a classic real-person narrator introducing the product + screen recording , but the “ tapping the screen ” design at the beginning of the video is very creative, giving people the feeling that it’s all in one place, which effectively captures the user’s attention and guides them to continue watching.

Case 3: Franchise Advertisement

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This is a video that uses the flash mob method on TikTok, with scene switching to highlight the popularity of the store. The sound effects are matched just right, the production process and finished products are displayed, and the background music renders the environment. The advantages of joining the franchise are highlighted through subtitles, which are clear and easy to understand. The last 2 seconds of the video highlight the theme of investment and franchising!

Through the above cases, we can find that the key to making users interested and "keep watching" is that the video itself is attractive. The beginning of the video is the beginning of the user's mental journey, which is determined by the first few seconds of the video. Once the user decides to "keep watching", the time invested by the user becomes a "sunk cost". The video playback time is basically 15-40 seconds, so the user will not easily quit the video midway.

After watching the above videos, I wonder if you have any feelings. In my opinion, there are several aspects of a good video that cannot be ignored. Next, let’s get into our topic: how to make your TikTok ads outperform most? Let’s take a look together below.

First: Don’t ignore background music

Tik Tok! Tik Tok! Sound and sound are very important. As one of the most important components of Douyin short video content, different music styles will give users different emotional responses, thereby establishing corresponding viewing expectations. Especially the popular music that has been widely used on the Tik Tok platform. When users hear a familiar piece of music, they will roughly know what kind of content it is, and will look forward to what kind of plot will appear next.

Of course, different video content needs to be matched with different music. Try to attach custom labels to the music , such as exciting, soothing, fast beats, etc., and then match videos with different contents according to these music labels.

Second: Don’t ignore the script content

The script can be said to be the outline of the story, which is used to determine the direction of the story. The script should detail where the story takes place, the time, the characters involved, the characters' dialogues, actions, emotional changes , etc.

For example, if the script only states the character's dialogues but forgets to explain and control the emotions, then the video will definitely make the viewers feel boring and awkward. In short, if the video lacks these detailed scripts, it will become boring and users will have less interest in watching it.

Only when the script is certain can the screenwriter, storyboard, scene and characters be determined.

Third: Don’t ignore the shooting technique

The shooting technique is all about the variability of the lens image . Imagine if the image is always fixed in one lens, it will be obviously dull, so in the operation of lens shooting, we often use the common lens pulling technique.

For example, the Hitchcock zoom shooting technique that is very popular on TikTok, by changing the focal length forward or backward, will present a visual perspective relationship, giving people a sense of sci-fi and cool lens. Or when shooting a scene with many people queuing, we often tilt the lens at -45° and zoom from the first person to the last person to highlight the popularity. Therefore, the shooting technique will often affect the quality of your video post-production.

Fourth: Don’t ignore post-editing

To put it simply, post-editing is to unify all the materials you have prepared. There are many editing techniques, such as video acceleration, freeze frame, upscaling, transitions, subtitles, special effects, sound effects, card points, etc. The specific application of those techniques depends on how well you grasp the rhythm of the entire video editing.

For example, a fast-paced video will use acceleration, variable speed transitions, fast center zoom transitions, etc., and then be accompanied by popular electronic drum music for card-point editing (the card point here means that there will be an obvious drum beat in the music playing, and the position of the drum beat is the position to switch to the next shot), and the rhythm of the editing will also change with the music.

For slow-paced videos, slow motion, soothing music, and superimposed transitions are usually used to highlight the atmosphere of the video. We can also add some special effects to some key scenes, such as subtitle motion effects, picture effects and so on. Post-production editing is also of utmost importance for the video, which determines the final presentation of the video.

Finally, take a careful look at the above cases and combine them with the points just mentioned. Do you feel a burst of inspiration? Of course, there are still some neglected areas waiting for us to continue to explore, discover and summarize.

At the same time, I hope that everyone can watch more popular videos and popular advertisements, draw inspiration from them, and apply these inspirations to your videos. Your video ads will be completely new. No matter what your product is or how different your industry is, as long as you dare to think, Douyin's creative library can satisfy all your imaginations.

Author: Ouyang

Source: Aichi SEM