Video continues to be an essential online medium — and new formats allow for increased interactivity and engagement. For years, video has been steadily rising as the dominant form of online content. Cisco estimates that, by 2022, video streaming will comprise over 80% of consumer internet traffic. Given this, it’s no surprise 92% of marketers agree that video is an integral piece of their overall strategy. But it’s not just video in general that’s on the rise. Technology is expanding the number of video formats available — increasing engagement, heightening user expectations, and allowing brands to cut through the noise more effectively than with other visual content.

2. Diverse Video Formats
Open New Doors
Video continues to be an essential online medium —
and new formats allow for increased interactivity and engagement.
@Falcon.io
#FalconEd
#growwithsocial

3. Your Presenters.
Melissa Yang
Head of Ecosystem Partnerships
TikTok
Wiebke Le
ff
ers
Senior Strategist
Falcon.io
@wiebke-le
ff
ers
@FalconIO
@melissa-yang
@tiktok_us
@Falcon.io
#FalconEd
#growwithsocial

4. Our Agenda.
Video content taking over Social
TikTok
Q&A
@Falcon.io
#FalconEd
#growwithsocial

5. By 2022, online videos
will make up more than
82% of all consumer
internet tra
ffi
c — 15
times what it was in
2017.
Cisco

6. @Falcon.io
#FalconEd
#growwithsocial
Stories
≈ 15 seconds
Short Videos
15 seconds
Videos
≈ 1- 60 minutes
Feed videos
≈ 60 seconds
Video Formats Taking over Social Media.
@zalando @mtv
@adidas
@who

7. Live Shopping.

8. • Stories and other ephemeral content drives the success and
interaction of a brand
• Stories are easy to produce and don’t need ‘picture perfect’
• Consumers appreciate authenticity
• WhatsApp and Instagram are leading the pack as the #1 and #2
most- used story products in the world
Light, Camera, Action.
86%
Of social users posts
stories on Instagram
70%
Of social users watch
stories daily

9. Why the Buzz?
@tagesschau @tagesschau

10. Brands are getting more value from lightweight, bite-sized
content. So, repurpose existing assets to create new content.
For content that draws your viewers in: take your text-based
content and create social videos, or take a long-form video
and create several shorter, social-friendly pieces of content.
Josh Krakauer, CEO / Sculpt
6 out of 10 people prefer watching
online videos instead of television
Social Media Today
Why the Buzz?
1 in 4 consumers made a
purchase after seeing a story on
Instagram
Animoto
Video ads were the #1 way
consumers discovered a brand
they later purchased from.
Animoto

11. We are a place where people come
together and find community
.
Where brands can thrive and grow.
A place that inspires creativity and
brings joy to all.
First, a
thank you.

12. Let’s dive in!
01 Introducing TikTok
02 What Makes TikTok Unique
03 Building Your Brand on TikTok

13. Introducin
g
TikTok

15. TikTok is a
feed-based
short form
video
platform.

16. Mobile is the
primary way
that people
consume
content today.

17. Vertical video has
become the
standard format for
fun, snackable
content.

18. What makes
TikTok Unique

19. TikTok’s
mission is to
inspire
creativity and
bring joy.

20. The TikTok algorithm
uses a Content Graph,
not a Social Graph.
Great Creative is the
key to scaling on
TikTok.

21. Our community is
a place where real
people create
videos and
express
themselves.

22. Trends on
TikTok are
defining
mainstream
culture.

23. TikTok is a fresh and
unique opportunity for
marketers.
An immersive, sound-on
entertainment platform
full of potential.

24. https://vimeo.com/463550027

25. 5.1%
2.8%
Aided Brand
Awareness
3.4%
2.9%
Message
Association
4.6%
1.8%
Brand
Favorability
3.2%
1.8%
Purchase
Intent
TikTok Lift (Pct Point)
Kantar Norms V2
Delivering
brand impact
We’re seeing strong brand lift metrics
compared to industry norms.
Kantar Brand Lift vs. Norms
Kantar Norms Index benchmarking Lift from 24 Kantar-measured TikTok campaign
s
TikTok Survey Sample Size (test: 95.1k, control 79.9k
)
Kantar Norms v2 (Exact question wording may vary per campaign)

26. Building Your
Brand on TikTok

27. Make TikToks
- Basic Best Practices
Find Your Voic
e
- Experiment with Creator
s
Scale With Ad
s
- Expand your reac
h
- Learn from Dat
a

28. C O N F I D E N T I A L & P R O P R I E T A R Y
Make TikToks
• Basic Best Practices

29. TikTok is
Sound-O
n
by Default
BEST PRACTICES CREATIVE EXAMPLES CONFIDENTIAL
-one-

30. Shoot
Vertical
Vide
o
BEST PRACTICES CREATIVE EXAMPLES CONFIDENTIAL
-two-

31. Confidential
In-Feed Video Safe Zones
Safe Zone (1 line of text
)
108px (top), 56px (left), 120px
(right), 300px (bottom)
Vertical
(Recommended)
Square
Safe Zone (2 lines of text
)
108px (top), 56px (left), 120px
(right), 328px (bottom)
Safe Zone (3 lines of text
)
108px (top), 56px (left), 120px
(right), 356px (bottom)
Safe Zone (4 lines of text
)
108px (top), 56px (left), 120px
(right), 364px (bottom)
Safe Zone (5 lines of text
)
108px (top), 56px (left), 120px
(right), 412px (bottom)
Safe Zone (5 lines of text
)
66px (left), 142px (right), 236px
(bottom)
Safe Zone (4 lines of text
)
66px (left), 142px (right), 204px
(bottom)
Safe Zone (3 lines of text
)
66px (left), 142px (right), 172px
(bottom)
Safe Zone (2 lines of text
)
66px (left), 142px (right), 140px
(bottom)
Safe Zone (1 line of text
)
66px (left), 142px (right), 108px
(bottom)
Profile Photo
Safe Zone

32. Keep it
Short
&
Focused
BEST PRACTICES CREATIVE EXAMPLES CONFIDENTIAL
-three-

33. Use Concise
& Informative
Captions
BEST PRACTICES CREATIVE EXAMPLES CONFIDENTIAL
-four-

34. Have a
Clear Call
to Actio
n
BEST PRACTICES CREATIVE EXAMPLES CONFIDENTIAL
-five-

35. C O N F I D E N T I A L & P R O P R I E T A R Y
Find Your Voice

36. People don’t have to be
perfect.
And that’s perfect.

37. Identify your
brand’s
persona on
TikTok.
REALNESS
IS
RELEVANCE
Relatable
BFF
Aspirational
QUEEN
Informative
MENTOR
Inspirational
TRAILBLAZER
Relatable + Fun Status + Influence
Helpfulness + Wisdom Mastery + Bravery

38. A diverse set of creators
can help you think outside
the box
Work with
Creators

39. Creators are experts
capitalize on trends, conversations, and happenings on the platform
They are the gateway to new audiences
reach new audiences beyond typical branded content
They add realness to your messages
drive resonance and consideration with credible partnership
They are eager collaborators
whatever your objective, TikTok Creators are storytellers that can bring your
campaign to life
Consider
TikTok
Creators
Consultants
for your
Brand.

40. Follower count has no impact on engagement

41. Use the TikTok Creator Marketplace
Visit: creatormarketplace.tiktok.com
Filter by:
• Creator name/handl
e
• Country/Regio
n
• Content topi
c
• Number of follower
s
• Average video view
s
• Audience locatio
n
• Audience gende
r
• Audience age

42. C O N F I D E N T I A L & P R O P R I E T A R Y
• Expand your reac
h
• Learn from data
Scale with Ads

43. One of our most popular placements
BEST PRACTICES CREATIVE EXAMPLES CONFIDENTIAL
In Feed Video Ads
• Scale delivery via the personalized
“ForYou” feed
• Videos can be up to 60 seconds,
full-screen video, auto-play,
sound on
• Choose the objective based on your
goa
l

44. BEST PRACTICES CREATIVE EXAMPLES CONFIDENTIAL
It’s easy to get
started
Sign up: tiktok.com/business
• Self-service Ads Manager
• Reach more of the TikTok
community through fun and
informative video
s

45. C O N F I D E N T I A L & P R O P R I E T A R Y
Visit ads.tiktok.com/marketing-partners
Key Specialty Areas
:
• Campaign Managemen
t
• Creativ
e
• Measurement
TikTok Marketing
Partners are here
to help

46. C O N F I D E N T I A L & P R O P R I E T A R Y
• Keep tabs on your organic
post
s
• Leverage your paid media
reporting data to determine
creative succes
s
• Assess performance to
guide your strategy
Learn from the
community and
your data

47. C O N F I D E N T I A L & P R O P R I E T A R Y

48. Book a Falcon demo
now - May 31 and
get 2 months free if
you go with us.
@Falcon.io
#FalconEd
#growwithsocial

49. Virtual Summit
Daniel Chessa
Senior Director of Marketing
Falcon.io
12:00 Social Media as ‘Public Relations 2.0’
Maggie Lower
Chief Marketing O
ffi
cer
Cision
Coming up

50. @falconIO
falcon.io welcome@falcon.io