ListenFirst has the differentiating ability to measure content performance on TikTok, and our recent Brand Strategy for TikTok: A Guide To Campaign Success report was so jammed packed with insights that we couldn’t fit them all into the final version. While you should definitely still download that report, we also wanted to share these bonus insights with you.
Insight #1: Extreme Sports/ Stunts Are Extremely Popular With The TikTok Audience
If it’s skateboard stunts such as what Red Bull shared, motorsports clips like what Monster Energy uploaded or even BenchMob showing a man unsuccessfully trying to run across an iced over lake, extreme sports highlights and stunt videos are generating a lot of engagement for brands on TikTok. As stunt related content only needs a few seconds to impress people, it’s ideal for a short form video platform.
Insight #2: Look For Opportunities Where Old Clips Become Newly Relevant
Around the Framing Britney Spears documentary casting the star in a more sympathetic light, Watch What Happens Live With Andy Cohen shared an old interview of Zoe Saldana about what a great person Spears is in a TikTok video that got 35,300 views and 5,852 responses. When topics previously covered resurface in the news, those old segments should be shared on TikTok, for example, Late Show With Stephen Colbert should be posting a 2018 interview with John Oliver on why Meghan Markle shouldn’t join the royal family as TikTok content.
Insight #3: Share Behind The Scenes Content
Digital Spy UK got 68,9800 views and 3,446 Responses for a TikTok video showing behind the scenes context to how Scott Pilgrim filmed one of the film’s most iconic scenes, while Vans got 501,700 views and 84,132 responses for footage of Elijah Berle not quite nailing a stunt for his Thrasher Magazine cover. Given how brief videos are on TikTok, it’s an ideal platform for sharing fun moments that led to the finished content.
Insight #4: Make A #ShantyTok Video
In December 2020, Nathan Evans uploaded a video of him singing the sea shanty, Wellerman and suddenly the audience couldn’t get enough of sailing vessel folk songs. To date there have been 5 billion video views on TikTok of the hashtag #SeaShanty. Brands have been all aboard on the trend, including the band Queen sharing a clip of Brian May covering Wellerman on his guitar which generated 1.2 million Likes on TikTok. Meanwhile the cast of Bravo’s Below Deck Galley Talk uploaded a sea shanty with their lyrics specific to their show in a video that generated 126,500 views and 8,103 responses. Other examples include Stephen Colbert creating his own sea shanty and SpiritedLA posting a Wellerman grog recipe.
While making shanty videos won’t stay relevant forever, by having the right TikTok analytics platform, brands will more quickly be able to identify the next big trend on TikTok.
Insight #5: Contests Will Also Move The TikTok Needle
Even while it was a cross platform promotion, Mountain Dew’s Super Bowl ad asking people to Tweet them the number of bottles in their ad, with a million dollars of prize money on the line, generated 17.1 million views and 484,111 responses on TikTok. Meanwhile Colgate received 10.6 million views and 267,304 responses for a TikTok video explaining you can win a chance at discounts on Colgate products in exchange for leaving a comment. As is the case on most social media platforms, offering people the chance to win something is an effective CTA on TikTok.