Video marketing is everywhere. And TikTok has become a crucial platform in the field that businesses should be taking advantage of. It has over 500 million active users, and the majority of them are Gen Zers. Since the platforms are dominated by younger audiences, brands should consider creating content that is tailored to this curious and savvy demographic. 

That’s where things in TikTok marketing can be challenging. All those hard-selling talking head videos or videos with flowery language scare the video away. Most users just want to be entertained and maybe educated, too. So, the key is to be creative, funny, and personal.

At this point, one burning question would be, what content should you create to reach your target audience on TikTok?

Let’s find out!

#1. Tutorials

How-to videos are some of the most popular content on social media, and that’s no different on TikTok. People love learning new things, whether it’s a new dance move, how to make a perfect scrambled egg, or even how to fix a broken pipe. 

How-to videos are an excellent way to show off your brand’s products or services in a creative and unique way. Tell people how your products or services actually help them solve a problem and make their lives more convenient.

#2. Challenges

Another type of content that does well on TikTok is challenges. Challenges are a great way to get people involved and engaged with your brand. While the mainstream lip sync challenge and the dance challenge might not suit your brand, you can create your own unique challenge that is more aligned with your products or services. 

For example, if you’re a travel company, you could do a passport stamp challenge where people have to show off their passports from all the countries they’ve visited. Or, if you’re a food company, you could do a cooking challenge where people have to make a dish using your products.

#3. User-Generated Content (UGC)

People love seeing real people using your products and services, so user-generated content is always a great way to go. UGC means that you’re using content that has been created by your users, and it’s a great way to show off the human side of your brand. 

You can repost UGC on your own TikTok account, or you can use it in ads. Either way, make sure to give proper credit to the original creator, and always get their permission before using their content.

Not only is it more relatable, but UGC is also more genuine and authentic. Not to mention that you can save a lot of time and money by using UGC instead of creating your own original content.

When curating UGC, make sure to only use content that is high-quality and on-brand. You don’t want to post something just for the sake of it. Always take the time to vet the content before you post it.

#4. Live Videos

Live videos are a great way to connect with your audience in real time and create a more personal connection. You can use live videos to answer frequently asked questions, give sneak peeks of new products or services, or even just chat with your TikTok followers. 

The key to live-streaming videos is to be prepared and organized before you go live. Have a plan for what you’re going to talk about, and make sure you have all the materials you need before you start streaming.

#5. ASMR Packing Orders

ASMR packing orders videos have been gaining a lot of traction on TikTok. They’re somewhat satisfying to watch and can be quite relaxing. Meanwhile, for your brand, this type of video is easy to make and doesn’t require a lot of time or resources. Even big brands like Glossier and Sephora have done ASMR packing orders videos.

To make your ASMR packing orders video more on-brand, consider using your company’s branded materials like boxes, tissue paper, and stickers. You can even include a short message along with the products you’re packing.

#6. Story-Driven Videos

TikTok users love stories, and that’s why story-driven videos perform so well on the platform. When people see a story that they can relate to, they’re more likely to connect with it on an emotional level. You can try to use an instagram video downloader to share memories with friends.

Whether it’s the origin of your business, a hero’s journey, or even just a day in the life of one of your employees, stories are a great way to connect with your audience and make you more approachable as a brand.

#7. Behind-the-Scene Videos

Showing what actually happens behind the production of your products or services can make you more relatable to your audience. It also helps humanize your brand and make it more human– rather than faceless. 

You can even include some of your team members in the video and give them a chance to speak about their experience working for your brand. Or, a warehouse tour would be great to show how everything comes together before it’s shipped out to customers.

Wrapping Up

There’s definitely no one-size-fits-all content when it comes to TikTok marketing campaigns. It really varies depending on your brand and what kind of content your target audience is most likely to engage with. 

The best way to figure out the right type of content for your brand is to experiment and see what works best. Try out different types of content and analyze the engagement you’re getting. From there, you can adjust your content strategy accordingly.


Andre Oentoro is the founder of Breadnbeyond, an award-winning explainer video company. He helps businesses increase conversion rates, close more sales, and get positive ROI from explainer videos (in that order). 

Twitter: @breadnbeyond

Email: [email protected] LinkedIn: Andre Oentoro

Posted by Elaine Bennett

Elaine Bennett is an Australian-based digital marketing specialist focused on helping startups and small businesses grow. She writes hands-on articles about business and marketing, as it allows her to reach even more people and help them on their business journey.