Social Sharing

The ultimate guide to TikTok videos

Posted September 22, 2021
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With over 689 million monthly users and 1 billion video views per day, TikTok has quickly become one of the most popular video-sharing platforms in the world. 

The TikTok app has revived the life of 15-second long videos. From teen challenge videos to honest product reviews, the social media app has changed the way we communicate. It has even transformed our business marketing strategies. 

The ultimate guide to TikTok videos CC thumbnail

Unlike similar apps before, TikTok focuses on music as opposed to comedy, as well as not being limited to lip-syncing, dancing, parkour, challenges, magic tricks, and “fails”. TikTok allows users to have free creativity control without restrictions on outfits and dance moves.

So if you’re a content creator or small business how exactly can you create a TikTok video that will go viral? Let’s find out. 

Clipchamp’s ultimate guide to TikTok videos will explore types of videos to grow your TikTok account, ways your business or nonprofit can use TikTok such as ads, and everything you need to know about TikTok's video dimensions and aesthetics.

Streaming economy and growth

TikTok’s iOS and Android apps are completely free to download and use, making the video-sharing platform extremely accessible. You’ll be able to find pretty much anyone sharing videos on the app. From major influencers or celebrities like Will Smith, and Gordon Ramsay, to your local politicians, even you can go viral on TikTok.   

In the past, TikTok stars transferred over to YouTube monetization, Instagram sponsorships, or brand deals when it came to the crunch in making a worthwhile living as an influencer. Since then, TikTok introduced its own monetization options and has captured a large share of the influencer market.

The popular app thrives off followers who like, comment, and share video content, as well as the use of hashtags and popular sounds. Promoted by Jimmy Fallon and DJ Khaled, TikTok received a flood of new users in 2019 downloading the app in the United States. By simply tweeting #tumbleweedchallenge on “The Tonight Show”, viewers were able to interact with the show by acting like a tumbleweed and uploading their versions of videos to TikTok. This became the biggest interaction TikTok had received since launching with the challenge generating over 8000 submissions with 10.4 million views. Some new creators even chose to buy TikTok likes to increase their content exposure.

So TikTok is much more than just your average video sharing platform.  In fact, it's a good platform to grow your B2B brand. It’s a space where people all around the world come together, join a trend and express themselves while marketing and promoting a particular product or business without even knowing it. 

How your business can use TikTok

If your target audience is on TikTok already, the app can be your newfound marketing tool for promoting your business. Even if your brand isn’t well-known yet, creating great content can dramatically boost your followers, leads, and sales. Choosing the best time to post on TikTok for your audience can elevate results on this social platform.

Create your own content on TikTok

When creating your video content to post on TikTok, you should be as authentic as possible. Reveal your brand’s true personality so users watching can feel connected and relate to you, building trust and hopefully revenue. You can even use the power of humor, children, or extremely cute pets to gain a few extra views. 

Don’t feel pressured to create original content. Take part in hashtag challenges or trending dances or sounds/songs. If there’s a successful trend circulating in your niche, take part in the trend and put your spin on it. 

TikTok ads and promotions

If you’re ready to take the next step when marketing on TikTok, try out TikTok For Business Whether you want to increase sales, launch a new product, or generate traffic to your website, TikTok campaigns can be an easy marketing tool to produce big results. Your brand has the opportunity to reach millions of monthly users across the globe. 

You can create brand takeovers, native ads, branded lenses, in-feed ads, top-view, and sponsored hashtag challenges. 

Hashtag challenge - McDonald’s

A Malaysian McDonald’s created a contest called the #BigMacTikTok challenge, where users would dance to a pre-recorded #BigMacTikTok music clip the company had created. After completing a video, the user would be required to submit an entry via the official McDonald’s app. This promotion allowed all users who submitted an entry to win a free Big Mac and a few cash prizes to selected entries. 

Creating a hashtag and challenge generated free advertising to their McDonald’s store as users were keen to take part and join in for the potential free food and quick cash. Who doesn’t love free food right? 

Hashtag challenge - McDonald’s

(Image: #BigMacTikTok – Instagram)

Hashtag challenge - Guess 

High-end fashion label Guess also partnered with TikTok creating a millennial ad Generation Z targeted campaign during 2018. Every time users opened the app, they were then directed to the #InMyDenim challenge automatically urging users to post videos with the selected hashtag. This promotion marked the first hashtag promotion on TikTok in the United States, although unlike McDonald’s there were no prizes to be given out, this did not stop thousands of users from posting videos with the Guess hashtag.

Hashtag challenge - Guess 

(Image: TikTok Instagram – #InMyDenim)

Hashtag challenge - Samsung

Samsung has taken part in a hashtag challenge to boost UGC while advertising a new feature. To assist the launch of their Galaxy A phones, they created the #GalaxyA campaign. Users were able to add the hashtag using the new features on their Galaxy A phones for TikTok. 

The hashtag now has over 1.4 billion tags and has received tons of engagement all over the world. Showcasing products through a hashtag challenge gives companies valuable content and marketing ideas for free to post across other platforms. This kind of authenticity remains to be the most respected marketing strategy.

Hashtag challenge - Samsung

Types of TikTok ads your business can create

With five styles of TikTok ads to choose from, it can be hard to know which format is best suited to your business. Let’s break them down with examples.

1. TikTok in-feed ads 

In-Feed Ads are campaign videos that appear between user videos as you scroll through the For You page. This concept is very similar to Instagram Story ads. These ads can be anywhere between nine to 15 seconds long, with the ability to include a ‘call to action’. This encourages users to either shop now, download your app or visit your website straight from the TikTok ad campaign

1. TikTok in-feed ads 

2. Tiktok brand takeover ads

A Brand takeover pops up on users’ screens as soon as they open the TikTok app. They are full-screen videos presented to your chosen target audience. This is a great way to deliver your ad to a mass audience, creating brand awareness on a large scale. They can also appear on the For You page as a GIF, video, or image, with a direct link to your brand's TikTok landing page.

2. Tiktok brand takeover ads

3. TikTok TopView ads

In conjunction with a Brand Takeover ad, TopView is a similar marketing option. TopView doesn’t show up on users' screens as soon as they open the app, rather featured in the first in-feed posts after three seconds. This ad can be up to 60 seconds long, on full-screen mode, autoplay, and sound.

3. TikTok TopView ads

4. TikTok branded hashtag ads

Exclusive to TikTok, the Branded Hashtag Challenge is an awesome advertising campaign and opportunity to showcase your business. TikTok’s Discovery page is where you will find all of these hashtag challenges. Businesses can sponsor these posts as well as use organic opportunities. 

It’s important to have fun with this style of advertising. There are no rules when it comes to creativity! When creating the Hashtag, don't forget to have a clear vision of your ad objective and target audience.

4. TikTok branded hashtag ads

5. TikTok branded effects ads

AR filters are much loved on social media, now they’re available on TikTok. Similar to Instagram and Snapchat branded lenses, TikTok lets brands create their unique custom filter within the app. The effect can be live for up to ten days and is a great way to interact with users, creating brand awareness. 

6. TikTok branded effects ads

How much do TikTok ads cost?

When compared to popular Facebook and Instagram ads, TikTok ads are quite pricy. Costs can range from $500USD - $300,000USD. 

We recommend starting small and see if TikTok works for your business before you go investing even more money into it. TikTok is a great place to advertise if you match all their campaign requirements. 

  • In-feed ads start at $10USD per CPM (cost per 1000 views). TikTok requires a minimum spend of $500USD on a campaign. 

  • Brand takeover ads can range between $50,000USD - $100,000USD.

  • Hashtag challenge campaigns can range between $150,000USD flat fee for six days with an additional $100,000USD - $200,000USD to further promote.

What are the TikTok video ad specifications?

TikTok in-feed video ad specifications

  • Aspect ratio: 9:16, 1:1 or 16:9. 

  • Video resolution: ≥540*960px, ≥640*640px, or ≥960*540px.

  • File type: .mp4, .mov, .mpeg, .3gp, or .avi

  • Video duration: 5-60s allowed. We suggest short videos of 9-15s.

  • Bitrate: ≥516 kbps

  • File size: ≤500 MB

TikTok ad templates

Never made a TikTok video or TikTok video ad before? Make professional-looking videos in just a few clicks with Clipchamp’s free online video editor. Easily start editing your TikTok video with a ready-to-use template. They’re fully customizable so you can add in your branding, music, text and even swap out stock footage and add your video clips. 

Whether you’re promoting an upcoming sale, generating brand awareness through casual uploads or keeping up with the latest hashtag trends, our video templates are the easiest way to create eye-catching content in no time. Try editing and uploading on the go with Clipchamp’s iOS app.  

Use these templates

Will adding captions give TikTok videos more views?

Yes. Many of us don’t watch TikTok videos with the sound turned on. Sometimes we forget our headphones on the commute to work and are too embarrassed to turn our phone volume up to listen to TikToks. But if there’s no sound, and you can’t lip-read, how can you enjoy a trending TikTok video?

Add captions to TikTok videos using the text-to-speech feature on Clipchamp’s iOS app. It’s free to download, extremely user-friendly, and fast when you want to batch create content.

1. Memes

Memes are extremely popular among millennials and Gen Zs, who make up a large percentage of TikTok’s user base. They’re humorous and have great visual capabilities. Businesses who use meme TikTok marketing can boost engagement rates and potentially even go viral. 

2. User-generated content

User-generated content is a great marketing tactic for businesses that don’t have a large budget. Customers who love your product will create a video on their own accord and post it to TikTok for free. Brands can re-purpose these customer review videos and post them on their TikTok profiles (with the creator’s permission). User-generated content converts 5 times more than brand-sponsored posts. 


I got 91 items total so stay tuned for all the parts:) #shein #sheinhaul

♬ Triple S - YN Jay & Louie Ray

3. Duets

Making duet TikTok videos are perfect for brands who want to engage with their followers and create an exciting experience for them. A brand can showcase its products in a way that feels organic while letting its followers participate. Followers will build a stronger connection with the brand, increasing customer loyalty and lead generation. 

Collecting the results of your TikTok campaign

No matter which key metric you chose, you'll need a tool able to grab all the relevant data from TikTok and leave out the rest. That's what web scrapers do, and there's one designed specifically for TikTok. A good TikTok scraper can quickly fetch search results of hashtags, user profiles with followers, full posts with likes, keywords, and even comments. Scraping hashtag challenges and content from influencers can help to count the impact of your campaign, prepare for the next one, keep an eye on your competitors, and quickly identify fresh trends.

Create videos on Clipchamp and post them to TikTok

Clipchamp has integrated with TikTok. Now you can create a video on Clipchamp and send it to your TikTok account in seconds.

Screenshot of send to TikTok instructions on the Clipchamp export page.

Here's how you can use the feature.

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