If you’ve been following me for any amount of time… you’’ll know that I’m obsessed with Tiktok style content… but I’ve never truly articulated why…

Before that… if you’ve been following me (or we’re connected) on Linkedin tried to find me this week… I’m in LinkedIn jail!

I still don’t know for what reason exactly but once I do… you can be sure I’ll let you know so you don’t make the same mistake! (ps they just told my account will be reinstated in the next couple of days!)

In the meantime make sure to follow me on X.

ok… Let me show you why TikTok-style content is performing significantly better than traditional advertising content for a few key reasons: (be warned this is a long read - you may want to star the email to come back to!)

Ok, here we go!

1. Authenticity

   • Real people telling real stories, not polished ads.

   • Features creators who look and sound like the audience, building trust and relatability.

   • Creates an emotional connection that is difficult to replicate with scripted advertisements.

   • Boosts trust and drives meaningful interactions, resulting in higher conversion rates.

2. Storytelling Diversity

   • Multiple creators—different ages, genders, styles—share their genuine experiences with the product.

   • Helps a wide range of potential customers see themselves using the product.

   • Breaks away from the monolithic "brand voice" and becomes a chorus of real users' voices.

   • Makes content feel more inclusive, breaking down barriers and inviting participation.

   • Appeals to multiple demographics simultaneously, fostering a sense of community.

3. Native Platform Experience

   • TikTok content feels like part of the feed, not an interruption.

   • Integrates seamlessly with what people are already watching, leading to higher viewership and retention rates.

   • Reduces psychological resistance people often feel towards traditional ads.

   • Captures attention without being intrusive, which is key to maintaining audience interest in the long term.

4. Engagement Over Promotion

   • Focuses on inviting conversation, sharing experiences, and entertaining rather than directly selling.

   • Turns viewers into active participants and builds community.

   • Interactive features like comments, duets, and challenges foster a sense of participation.

   • Encourages brand loyalty and long-term relationships by making viewers feel like they are part of something larger.

5. Agility

   • Quick to produce, test, and iterate.

   • Allows for nimble adjustments based on audience feedback.

   • Crucial for staying relevant in today’s rapidly changing market.

   • Ability to test multiple versions of content ensures messaging is always optimized for performance.

Why TikTok Content can Be Used Anywhere But Not The Other Way Around!

The reason TikTok content tends to work effectively on other platforms, like Instagram, while Instagram content often doesn't perform well on TikTok boils down to the unique styles, audience expectations, and algorithmic differences between the platforms:

1. Authenticity vs. Aesthetic

• TikTok Content: TikTok prioritizes authenticity—it thrives on raw, unpolished content that feels real and relatable. People want to see real-life moments, spontaneous humor, and unscripted reactions. TikTok's audience appreciates the imperfections, which makes it easier for creators to connect on a personal level.

• Instagram Content: Historically, Instagram has been more about aesthetics. Content on Instagram is often more curated, polished, and visually cohesive. The focus is on looking picture-perfect, which can create a certain level of distance between the brand or creator and the audience.

When TikTok-style content (which is authentic, engaging, and often humorous) is brought over to Instagram, it feels refreshing compared to the highly curated feeds. It’s different from what Instagram audiences are used to seeing, and that contrast often captures attention.

However, when Instagram-style content is brought to TikTok, it can feel out of place. TikTok audiences are conditioned to expect something more raw and dynamic, and highly produced or overly curated content doesn’t usually resonate well.

2. Audience Expectations

• TikTok Audiences: TikTok users are there for entertainment, spontaneity, and storytelling. They want short, engaging content that captures attention quickly and doesn’t take itself too seriously. Content that feels too much like a traditional advertisement tends to get skipped.

• Instagram Audiences: Instagram users are accustomed to seeing content that’s aesthetically pleasing, aspirational, and often promotional. Instagram content creators still prioritize visuals and consistency, which has historically aligned with audience expectations.

TikTok’s approach to keeping things light and relatable can easily translate to Instagram audiences who appreciate genuine content. However, bringing Instagram’s polished promotional approach to TikTok doesn’t work as well since TikTok audiences tend to value creativity and personality over perfect visuals.

3. Platform Algorithms & Engagement

• TikTok Algorithm: TikTok’s algorithm is highly focused on content engagement. Videos that generate immediate interactions—such as likes, comments, shares, and watch-through rates—get pushed to more viewers. TikTok rewards content that hooks viewers in the first few seconds and keeps them watching, which is why TikTok content is often designed to be fast-paced, entertaining, and direct.

• Instagram Algorithm: Instagram still relies on metrics like follower engagement and overall content quality, but it is less aggressive than TikTok in terms of pushing viral content to a broader audience. As a result, TikTok content—designed to grab attention and create engagement quickly—tends to perform well on Instagram too, especially in formats like Reels.

However, Instagram content, often designed with a slower, more aesthetic appeal, doesn't always catch TikTok users’ attention within the critical first few seconds, which leads to poor engagement and less viral potential on TikTok.

4. Content Style and Storytelling

• TikTok's Emphasis on Trends and Challenges: TikTok content is often tied to trends, music, and challenges that foster a sense of community. Users feel connected to others through shared experiences. When brought to Instagram, these trends feel relevant and timely, giving audiences a sense of what’s happening on TikTok, which drives curiosity and engagement.

• Instagram’s Focus on Visual Appeal: Instagram content, particularly static images or even polished Reels, tends to tell a visually cohesive story but lacks the energetic, participatory element TikTok encourages. On TikTok, there’s a storytelling style that relies on humor, immediacy, and relatability—if Instagram content doesn’t include these, it often falls flat with TikTok audiences.

Why Use TikTok-Style Content Throughout the Advertising Journey?

• Top of Funnel (Awareness)

  • Grabs attention in a saturated media environment with genuine and fun content.

  • Hooks people immediately because it’s not obviously trying to sell something.

  • Playful and authentic nature makes it inherently shareable, leading to organic growth.

  • Leverages the audience's own social circles to spread brand awareness without additional ad spend.

  • Use TikTok-style content in brand awareness campaigns across platforms like Facebook, Instagram, and YouTube to generate curiosity and attract new followers.

• Middle of Funnel (Consideration)

  • Diversity of creator content speaks to specific questions or objections potential customers may have.

  • Engaging, dynamic social proof that mirrors customer reviews.

  • Helps humanize the brand and make it more approachable.

  • Real-life use cases and tangible benefits build confidence and trust in the brand.

  • Implement TikTok-style content in email campaigns targeting potential customers who have previously interacted with the brand but haven’t purchased yet, offering them an authentic, relatable view of the product’s benefits.

• Bottom of Funnel (Conversion)

  • Maintains the authenticity that attracted customers initially.

  • Videos like "How I use this product every day" resonate more than polished ads.

  • Soft-sell approach reduces pressure on the consumer and makes the decision to purchase feel more natural.

  • Direct calls to action are delivered in a conversational manner, making conversions more effective.

  • Use TikTok-style content on product pages to build confidence and drive conversions—real people showcasing how they use the product in everyday life helps remove friction from the purchase decision.

• Post-Purchase and Retargeting

  • Keeps customers part of an ongoing conversation, avoiding "ad fatigue."

  • Engages customers with varied content, encouraging repeat purchases.

  • Shows customers how others are enjoying the product, reinforcing their purchase decision.

  • Turns one-time buyers into loyal advocates who share their positive experiences.

  • Use TikTok-style retargeting ads to remind customers of their recent interest in the product and nudge them toward completing the purchase, focusing on relatable user stories rather than direct promotion.

• Full Funnel Storytelling

  • Adaptable content that creates a consistent story through different voices and perspectives.

  • Builds brand affinity and nurtures leads throughout their journey with relatable content.

  • Seamlessly transitions from awareness to advocacy, ensuring relevant messages at every touchpoint.

  • Maintains authenticity and excitement throughout the entire customer journey, driving conversions more effectively than traditional advertising.

  • Utilize TikTok-style content in every stage of the customer journey, ensuring a cohesive story that keeps customers engaged and nurtures leads to conversion.

Where to Use These Pieces of Content

• Website

  • Homepage: Use diverse creator testimonials and authentic storytelling videos to immediately engage visitors and build trust from the moment they land on your site.

  • Product Pages: Embed TikTok-style videos showing real-life use cases, "how-to" content, and customer experiences to provide potential buyers with relatable, helpful information that encourages conversions.

  • Customer Reviews Section: Feature short, creator-driven videos as part of your customer reviews to add a dynamic layer of social proof that feels genuine.

  • Landing Pages: Create landing pages specifically tailored to different audiences using TikTok-style content to appeal to distinct demographics and address specific pain points or questions.

  • FAQ Section: Incorporate TikTok-style videos to answer frequently asked questions, making it easier for users to digest information in a quick, relatable format.

• Amazon

  • Product Listings: Include TikTok-style videos in the product image gallery to showcase the product in real-world scenarios. Use diverse creators to demonstrate features, benefits, and use cases that resonate with a broader audience.

  • A+ Content: Use engaging, authentic video content in your A+ content section to provide additional product details in a more compelling way, leveraging storytelling to keep shoppers interested.

  • Sponsored Brand Videos: Run sponsored ads using TikTok-style content to drive traffic to product pages. These ads should emphasize authenticity and engagement, which stand out on a platform dominated by polished, scripted content.

  • Customer Q&A: Use TikTok-style videos to answer customer questions on Amazon product listings, providing a more engaging way to address customer concerns and highlight product benefits.

• Social Channels

  • Instagram: Utilize Reels to share TikTok-style content, particularly focusing on testimonials, how-to videos, and authentic creator stories that match the platform's emphasis on visual storytelling.

  • Facebook: Use TikTok content for both organic posts and ads, highlighting community engagement and interactive content (e.g., challenges, behind-the-scenes) to connect with followers more personally.

  • Pinterest: Feature TikTok-style videos that showcase product use cases, DIY tips, and creative applications. This content can inspire users who are in discovery mode and looking for ideas.

  • YouTube: Create YouTube Shorts with quick, engaging TikTok-style videos that highlight product features, unique benefits, or fun creator testimonials. Use these to drive users to longer-form content or product pages.

  • LinkedIn: Share behind-the-scenes or brand story content in TikTok style to humanize the brand and engage professionals interested in the brand's journey.

• Email Marketing

  • Include short TikTok-style video snippets in your email campaigns to drive engagement. Use videos to announce new products, share user-generated content, or highlight customer success stories. This adds an engaging element to your emails that encourages clicks.

  • Abandoned Cart Emails: Use TikTok-style content to remind customers of the products they left behind. Including a fun, authentic video can rekindle their interest and bring them back to complete the purchase.

  • Welcome Series: Incorporate TikTok-style videos to introduce new subscribers to your brand, sharing your mission, bestsellers, or customer success stories in an engaging, approachable way.

• Retargeting Campaigns

  • Facebook & Instagram Ads: Use TikTok-style content to retarget users who have visited the website or engaged with the brand. Focus on creator testimonials or "why I love this product" videos to remind them of the product's value in a relatable way.

  • Google Display Ads: Include animated GIFs or short video clips derived from TikTok content to catch the attention of users who have previously interacted with your brand.

  • Dynamic Retargeting: Use TikTok-style videos dynamically showcasing the product users showed interest in, with testimonials and real-life applications, to drive them back to complete their purchase.

• In-Store Displays (if applicable)

  • Use QR codes that lead to TikTok-style content showcasing the product in action. This can help bridge the gap between the in-store experience and the authentic storytelling that has proven so effective online.

  • Digital Screens: Feature TikTok-style videos on in-store digital screens, providing a dynamic, engaging way for customers to learn about the products while they shop.

And of course there is more…

Wow - if you got to the end of that you deserve a prize! And your prize is… the chance to talk to Felix on my team about how you can leverage Tiktok shop across all of your marketing channels!

Here’s a link to book a time with him!