What content works on TikTok?

It’s hard to imagine the world of social media without TikTok, and brands should incorporate the app into their influencer marketing strategy as soon as possible. But where and how can they start? Look no further for solutions, because at Servya we have them for you. With the following top performing content ideas on Tiktok, you’re sure to be ready to go!

Owned by ByteDance, the Beijing-based tech company, the app launched internationally in 2017 as TikTok, modeled after its Chinese version Douyin. Ever since the Chinese acquired Musica.ly in 2018 and integrated it into Tiktok, TikTok ‘s popularity has steadily grown . With Gen Z as the main target audience, TikTok is a promising way to increase brand awareness and reach new audiences.

If you or your brand are still unconvinced about including TikTok as a platform in your marketing strategy. 

To use TikTok most successfully in your social media strategy, it’s important to know what types of content work best on the platform. These are, of course, different from the content that does well on Instagram. So find a list of ideas to really get started on TikTok now!

The motto of TikTok is: quality before quantity

With a duration of 15 seconds , you might be tempted to limit yourself to posting content so that you don’t miss it. But meeting your own quality standards and thus representing your brand values ​​is, of course, extremely important on TikTok as well as in short videos . To convince users not only of the quality of the content, but also to encourage them to subscribe or share the videos , it is good to communicate news or knowledge in the sense of the classic value of news. 

The German online content network of ARD and ZDF @funk finds exactly the right tone in TikTok. On the one hand, they deal with socially relevant topics and, on the other hand, they entertain, perfectly adapting their content to the Gen Z target group . Of course, it is in the nature of public broadcasters to inform. However, funk is a great example for brands of how to master the combination of education and entertainment .

Remembering the origins of TikTok and sharing or creating challenges

Trends change quickly, but it can still be good for your brand to take advantage of hot content. Anyone who has used TikTok even once or vaguely heard of it knows how popular dance videos are . Whether solo or in a group, you can dance your way to success on TikTok. Lip-sync videos, in which creators sing or play the lyrics to a song, are also classic. These videos can entertain or address serious topics.

For playbacks, TikTok offers a choice of stickers, quizzes, and other effects that can make your video interesting and interactive. Like backing tracks, duet videos also take over previously produced content, except you add your own footage. Instagram already did the same with this feature in August 2022, when it rolled out a similar update.  

Of course, you can also create a challenge yourself . The best way to do this is to create your own hashtag and collaborate with influencers to generate a kickstarter for your campaign. You can read how powerful and useful hashtags can be on TikTok and what to watch out for in 2022.

custom filter that represents your brand is just as effective in building brand awareness. Like Snapchat and Instagram, creators can create AR lenses and filters to create special effects just for your brand.

Chat content is key

Although the application is gaining seriousness and TikTok is even becoming the most important source of information for the young generation, users want one thing above all else: to be entertained . For this, there are several options: you can obviously post animal videos, but they must still correspond to the strategy and identity of your brand. It is clearly absurd to post dancing or singing cats that have nothing to do with your brand. 

Also, you can use the freeze frame effect to freeze images and then use them as a background for other videos. 

Budget airline Ryanair is also quick to respond to trends with wit, self-irony and Gen Z humor. With no apparent effort, the videos go viral, deftly using sound and popular memes. And with the talking plane, Ryanair has created recognition value that inspires people.

Showcase your hobbies or a behind-the-scenes look at your business

Besides educational and entertainment content , there is another popular division: daily life . As with influencers, it’s also exciting for brands to offer insight into their private lives or behind the scenes of the office. What are your employees’ hobbies, how do they plan their campaign, what do they do on their lunch break? 

Show how to build a storyboard or how to better understand and use your product in a video tutorial. Sure, a tutorial is hard to do in the time allotted on TikTok, but time-lapses are one way to solve that problem . Exercise videos are also popular, as they can inspire users to create their own fitness routines. 

Cooking and food videos also work well. On the one hand, Gen Z in particular pays attention to healthy eating, but at the same time, they may not be particularly good at cooking. So inspiration for today’s lunch or second date dinner is content that has the potential to go viral. If cooking isn’t part of your brand identity, or you don’t have a chef on your team either, then, as mentioned above, share meeting donuts. 

If you’ve tried all of the above, you can always just ask your followers what interests them or what they would like to see. Specify a topic or start an open Q&A session .



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