Digital marketing has been undergoing an evolution of its own. From the era of Yahoo and MSN to now Google, Youtube and TikTok, businesses understand that if they want to connect with their audience, they need to constantly evolve with their audience.
Today, we find ourselves in the era of TikTok where short-form video content is the key to keeping your audience engaged. But this attention is fleeting unless you have figured out the key to brand engagement – storytelling to keep the audience hooked and coming back for more.
Brands now have the opportunity to engage with their audience in a more personal and interactive way. And what better platform to choose than TikTok for increasing brand engagement?
TikTok, with its 1.8 billion users expected by the end of 2023, offers brands an unprecedented opportunity to reach a broad and diverse audience.
At House of Marketers, we’ve recognized the potential of TikTok and have been at the forefront of leveraging the power of storytelling to drive brand engagement on this platform.
“Stories are the creative conversion of life itself into a more powerful, clearer, more meaningful experience. They are the currency of human contact.”- Robert McKee
In this article, we’ll share our approach, insights about how to make good content on TikTok and how you can increase your brand engagement using similar tactics. We will also share real-life examples illustrating how we have been using them to drive engagements and conversions for our clients.
Ready? Let’s dive in!
Mastering the Art of Storytelling: How to Make Good Content on TikTok
TikTok is a young platform and so is its audience. Users demand authenticity and creativity, resisting overt advertising. To be successful on TikTok, brands need to align their content – both organic and paid, with the audience’s values and interests.
Let’s take a look at how you can master the art of storytelling to engage, retain and ultimately convert your audience.
Flip the Script: Embrace Authenticity to Build Trust
In the past, advertising relied on creating desire for what people didn’t have but longed for. Today, it’s authenticity that sells. Authenticity means shunning the ‘out of reach’ ideals and embracing a realistic, relatable narrative, thereby flipping the script to connect more powerfully with your target audience.
In storytelling, one of the essential elements to engage and captivate an audience is the ‘hook.’
This hook can be your brand’s authentic mission, a genuine story that reflects your values, or a unique selling proposition that stands out in the marketplace.
The hook is that unique element at the beginning of your story that captures the audience’s attention and compels them to want to learn more. This could be a:
- True story that reflects your brand’s values.
- Authentic mission that aligns with the audience’s concerns.
- Unique selling proposition that stands out.
A successful hook leaves the audience wanting to know more and draws them deeper into your world. When you use authentic storytelling to engage with the audience, the connection formed is natural, long-lasting and personal.
As Robert McKee, author of “Story: Substance, Structure, Style, and the Principles of Screenwriting”, said, “Stories are the creative conversion of life itself into a more powerful, clearer, more meaningful experience. They are the currency of human contact.”
Users can tell when a brand is genuine or just trying to sell a product. That’s why we focus on telling real, authentic stories that resonate with the audience.
In our work with brands like Nikin Clothing, a Swiss brand with a mission to make the world a greener place, we’ve seen how authenticity can build trust with the audience, leading to higher engagement and conversion rates.
We partnered with TikTok influencers who embodied Nikin’s values and had a strong connection with their audience. These influencers created content that told Nikin’s story – a story of stylish, sustainable clothing that contributes to tree-planting efforts. The campaign generated:
- 2.5 million impressions.
- Connected Nikin Clothing with an audience that believed in its mission.
- Boosted audience desire to be part of its story.
Authenticity builds trust with the audience. Focus on telling real, authentic stories that resonate with your audience.
Narrate your Story: Unleash Creativity to Capture Attention
Traditionally, ads and other content followed a certain pattern or format. They told stories, but those stories were often similar, using tried and tested methods because why reinvent the wheel when you can play by the rulebook?
Today, however, being different is your superpower. If you can frame your Unique Selling Point (USP) in a manner that sets you and your business apart, then you can capture attention. It’s all about how you narrate your story to your audience.
Creativity is a powerful tool in storytelling, especially in an environment flooded with content. It’s the spark that makes your story stand out, the element that captures attention and makes an audience remember you.
Creativity can be:
- An unexpected way of using your product.
- A surprising insight about your brand.
- An innovative format for delivering your content.
TikTok is a platform that rewards creativity. The most engaging TikTok content is often unique, entertaining, and visually appealing. We help brands think outside the box to tell their stories in a way that captivates the audience.
As Seth Godin, author of “All Marketers are Liars: The Power of Telling Authentic Stories in a Low-Trust World”, said, “Marketing is no longer about the stuff that you make, but about the stories you tell.”
In our campaign for Airalo, a global eSIM company, we used creativity to tell engaging stories of travel and adventure.
We partnered with TikTok influencers who were frequent travellers and digital nomads. They shared their experiences of staying connected while travelling, highlighting how Airalo made their lives easier.
This approach not only promoted the app but also told a relatable story that resonated with the target audience. The campaign generated:
- 2.1 million video views.
- Connected Airalo with a global audience.
- Boosted audience engagement and interest.
- A cost-effective reach with a $0.23 cost per install.
Don’t be afraid to think outside the box when telling your brand’s story. Creativity captures the audience’s attention, embraces what makes your brand unique and showcases it in ways that are authentic, creative and true to your brand.
“The purpose of a storyteller is not to tell you how to think, but to give you questions to think upon.”- Brandon Sanderson
Invoke Emotion to Inspire Action: A Deeper Connection with Audience
Stories that successfully invoke emotion are far more effective at inspiring audiences to take action. The emotional resonance of joy, surprise, inspiration, or even fear can turn a good story into a compelling narrative. In essence, the deeper you connect with your audience’s emotions, the stronger the impact of your storytelling.
An emotionally resonant narrative can take many forms, such as a personal anecdote that tugs at the heartstrings, an inspiring success story that encourages and motivates, or a shocking revelation that prompts immediate action.
This emotional connection can take several forms, such as:
- A heartfelt personal anecdote.
- An inspiring success story.
- A shocking revelation that demands action.
As Brandon Sanderson, author of “The Way of Kings”, said, “The purpose of a storyteller is not to tell you how to think, but to give you questions to think upon.”
At the heart of this quote lies the powerful intersection of storytelling and emotion.
We believe in leveraging the power of emotions to create stories that resonate with the audience.
In our work with CyberGhost VPN, we evoked a sense of concern and urgency about online privacy and security. We partnered with TikTok influencers who were passionate about these issues. They shared personal stories about their experiences with online threats and how using a VPN helped them stay safe.
This story-driven approach not only raised awareness about the importance of online privacy but also inspired the audience to take action. The campaign resulted in:
- A decrease in cost per install (CPI) to just $0.52.
- Increased audience understanding and concern about online privacy.
- Raised brand awareness for CyberGhost VPN among TikTok users.
The power of emotions should never be underestimated in storytelling. By effectively invoking emotions, you can make your stories not just engaging, but compelling enough to inspire action.
Shared Narratives: Connecting with Communities for Greater Reach
At the heart of compelling storytelling is the ability to create shared experiences and emotions. An essential aspect of storytelling goes beyond the story itself; it’s about the people huddled around the campfire, their eyes reflecting the dancing flames, listening intently to every word.
Each member of the audience brings their own experiences and perspectives, forming a unique bond in the shared ambiance of the storytelling moment.
Today, platforms like TikTok act as the modern ‘campfire’, where diverse communities gather, listen, share, and interact with narratives that resonate with their shared values and interests. Effective TikTok marketing involves understanding these unique communities and crafting compelling stories that speak to their interests and values.
Engaging with communities can involve:
- Understanding and respecting community norms.
- Aligning your brand’s values with those of the community.
- Collaborating with influencers who are respected within the community.
- Encouraging users and UGC content among your audience so they become part of the community and your Brand’s story.
In our campaign for Freetrade, a stock trading app, we connected with the TikTok finance community and worked with TikTok influencers who were passionate about personal finance and investing.
These influencers shared narratives that demystified stock trading and highlighted how Freetrade simplifies the process for beginners. Their content spoke the language of the community, effectively resonating with the members.
This storytelling approach resonated with the values of the TikTok finance community, the campaign succeeded in:
- Building a deep connection with the TikTok finance community.
- Enhancing brand recognition among potential users.
- Achieving an impressive 6.7% conversion rate.
When you connect with a community on a deeper level, you not only reach an audience, but you also gain advocates for your brand. Identifying and engaging with TikTok communities that align with your brand’s values is key to amplifying your reach and fostering genuine connections with your audience.
In our Guide to TikTok Marketing, we delve deeper into how brands can effectively leverage the power of community on TikTok. Remember, creating meaningful relationships with your audience is as important as extending your reach.
Action-driven: Inspire Action with a Compelling Call-to-Action
Every story needs a conclusion, and in marketing, that conclusion is often a call to action (CTA). Like the climax of a captivating story, a well-crafted Call-to-Action (CTA) marks the pivotal moment where your audience decides whether to engage further with your brand.
It is essential to not only keep your audience hooked but also guide them towards a clear, desired outcome. An effective CTA can bridge the gap between audience engagement and conversion, allowing the viewer to become an active participant in your brand’s narrative.
We help brands craft compelling CTAs that resonate with the audience’s needs and interests. Whether it’s downloading an app, making a purchase, or visiting a website, a compelling CTA can be the final piece that transforms an engaged viewer into a customer.
For instance, in our campaign for IGG Lords Mobile, we crafted a clear and compelling CTA that encouraged viewers to download the game. The campaign was designed as a thrilling narrative that culminated in the call-to-action, adding a sense of urgency and excitement for the audience.
The campaign resulted in:
- A significant increase in app installs.
- Lowered cost per install.
- High levels of user engagement.
Crafting a compelling call-to-action is like delivering the climax of your story that satisfies the audience’s anticipation and drives them to take action. It is the crucial endnote that leaves an impact, compelling the audience to respond.
Your CTA should be the climax of your brand’s narrative – a decisive moment that satisfies audience anticipation and drives them to take action. Ensure your CTAs are clear, and compelling, and encourage action. That’s the final stroke in the art of driving conversions through storytelling.
- Authenticity in storytelling engages audiences through genuine and relatable narratives.
- Invoking creativity captures the audience’s attention and makes your brand’s story captivating.
- Stimulating emotions in your storytelling inspires your audience to take action.
- Fostering connections with communities allows you to reach wider audiences by resonating with shared values and interests.
- Designing compelling calls to action directs your audience towards clear, actionable steps.
Learning how to make good content on TikTok is simple enough if you understand the platform and its audience. Whether your goal is to increase product sales, boost app installs, or educate your audience, House of Marketers can help you craft compelling narratives on TikTok to drive brand engagement.
At House of Marketers, we understand the importance of weaving authenticity, creativity, emotional connection, and community engagement within your brand’s story. Contact House of Marketers today to start your transformative journey.
Navigating Challenges Related to Storytelling on TikTok
TikTok presents significant opportunities for brand storytelling but it also poses certain challenges. Here are some common issues brands encounter, along with practical steps to address them:
1. Keeping Up with Trends
TikTok is a fast-paced platform where trends come and go quickly. To ensure your content remains relevant and engaging, make it a habit to monitor TikTok trends regularly. Incorporate trending elements into your storytelling strategies to stay current and connect with your audience.
2. Maintaining Authenticity
Authenticity is crucial on TikTok. However, maintaining this authenticity while also promoting a brand can be tricky. To strike the right balance, craft stories that are genuine and resonate with the audience, while also aligning with your brand’s values and goals.
3. Measuring Success
Determining the success of a storytelling campaign on TikTok can be complex, as it’s not just about views or likes. To get a comprehensive measure of your campaign’s impact, look at a range of metrics, including engagement rates, conversion rates, and audience growth.
4. Adapting to the Platform
TikTok’s unique format and audience can be challenging for brands used to more traditional platforms. To connect with TikTok’s younger, highly engaged audience, adapt your storytelling strategies to fit TikTok’s short-form, video-based format.
Overcoming these challenges can be daunting, but with the right strategies and a deep understanding of the platform, it’s entirely possible.
The world of TikTok is ever-changing, with new updates coming in every few months. New trends create behaviour shifts and you can lose attention if you are not keeping up.
For brands, this means that learning how to make good content on TikTok is not a one-time effort, but a continuous process of adapting, and evolving.
Though, despite the challenges, TikTok’s potential for brand storytelling is immense. The platform generated an estimated $9.4 billion in revenue in 2022, a 100% increase year-on-year. With such a high level of user engagement and revenue generation, brands that can effectively leverage the power of storytelling on TikTok stand to reap significant benefits.
Ready to Leverage the Power of TikTok?
On TikTok, good story-driven content transcends traditional marketing strategy. Good content on TikTok is a powerful tool to deeply engage audiences and inspire action.
At House of Marketers, we’ve witnessed the transformative power of good content driven by data and strategy on TikTok and have helped numerous brands tap into the potential of TikTok for brand engagement.
Are you looking to transform your brand’s journey on TikTok? With our expert team, we help you tell your brand’s story that resonate with audiences. Our motto is that you don’t have to be part of the noise when you can stand out with unique, authentic narratives that define your brand.
Ready to elevate your TikTok presence and hit your marketing objectives? Let House of Marketers be your guide. Contact us today, and let’s embark on your storytelling journey together!
House of Marketers (HOM) is a leading TikTok Marketing Agency. Our global agency was built by early TikTok Employees & TikTok Partners, which gives us the insider knowledge to help leading brands, like Redbull, Playtika, Badoo, and HelloFresh win on TikTok. Want us to convert more of Gen Z and Millennials with TikTok? Get in touch with our friendly team, here.