TikTok has shared some new tips on how brands can make stand out video in the app, and boost their appeal to TikTok’s highly engaged audience.

And with TikTok boasting over a billion active users, it’s worth considering for this shopping season. It could well be banned in the U.S. next year, but right now, TikTok is one of the top platforms for reaching younger audiences in particular, and as such, these tips could be highly valuable for your holiday marketing plan.

First off, TikTok notes that its users are receptive to brand outreach in the app:

As per TikTok:

“73% of TikTok users report feeling more connected to brands they interact with on TikTok than on other platforms. The creative element of your content is the single most important factor in driving conversions – 67% of users say TikTok inspires them to shop, even when they weren’t planning to.”

That’s a significant opportunity, and in order to tap into this, TikTok has provided a 3-step process for creating shoppable content in the app:

Okay, these are pretty generic video tips, but they’re still worth noting for those who are looking to get into TikTok creation.

An early hook is a key element in grabbing attention, particularly as users scroll through their feed, which then leans into the use-case example/s, and the value that your product provides. You then have the call-to-action, driving direct response, ideally, from your ad.

These are important notes, though they’re also easier said than done. So while this is interesting as an overview, it’s not highly actionable in a practical sense.

For this, I would recommend heading to TikTok’s “Top Ads” listing to check out examples of ads that work, and how to put these tips into action.

TikTok’s also included an overview of some popular ad formats to give you more context on this front:

TikTok’s also shared some tips on how to incorporate generative AI tools into your ad creation process.

TikTok’s added a range of AI tools into its ad suite this year, including its Symphony creative studio, which incorporates various AI creation elements.

But those elements, like all AI tools, need to be used with caution, and should not be solely relied upon to build your campaigns.  

TikTok’s AI tips are:

• Use AI as a complement, not a crutch – Don’t look to use AI to replace human creativity
• Provide high-quality input – Marketers should prioritize high-quality, compliant inputs to maintain authenticity and brand alignment (this specifically relates to AI-generated video content)
• Review and refine – Ensure that you review all AI outputs before use
• Always take a critical eye – Similar to the previous point, AI tools are prone to errors, and it’s up to brands to ensure they check all content

Essentially, TikTok’s saying that while AI tools can be a big help in your creative process, they shouldn’t replace your own creative nous and input. They can, but the results are less likely to resonate, because while visuals are key, human connection is also important. And machine models lack that human element.

These are some helpful pointers, which could help to shape your own TikTok marketing approach as we head into the final stretch of the year. And while they are a little broad, you can also supplement these with TikTok;’s additional research tools, including Top Ads, Top Trends, and more to further contextualize each.

You can check out TikTok’s full creation and AI tips here and here.