TikTok Videos

TikTok is the newest goliath in video content marketing. In 2019, it was the third-most-downloaded app globally, growing to 500 million users in its first year. The platform is also becoming a great place for businesses to grow.

TikTok is a more fun, informal, and relaxed social media platform than many of its predecessors, and that means you can get away with more spontaneity in your videos. Read here on when the best time is to post TikTok videos.

However, if you want your videos to truly engage, it’s important to ensure that they are formatted optimally for TikTok. That way, viewers will see your videos exactly as you want them to be seen.

 

TikTok video length

The first thing to consider is length. At first, TikTok videos could only be up to 15 seconds long, but the company recently extended the limit to 60 seconds when you string 4 15-second segments together.

However, this only applies to videos recorded natively on the app. If you upload a video that was created elsewhere, it can be longer than 60 seconds.

Video formatting for TikTok

Here are some other specifications to consider:

• File size: The video should be up to 287.6 MB in size for iOS, or 72 MB on Android. For ads, it can be up to 500 MB.
• Orientation: TikTok is formatted to be viewed on a smartphone, so vertical video is best, though horizontal is also allowed.
• Dimensions: TikTok video dimensions should be 1080×1920.
• Aspect ratio: The aspect ratio should be that of a standard smartphone screen, 9:16. 
• File type: TikTok supports .mp4 and .mov files. For ads, it also supports .avi and .gif files.

 

The 5 ways of advertising on TikTok.

TikTok is the place to connect with Millennials, Gen Z and even some old farts.The platform offers several different advertising options for businesses looking to connect with new customers.

1 Branded Takeover

Branded Takeover ads are usually the first thing that comes up when you restart the TicTok app. These full-screen ads appear on the For You Page immediately after a user opens the app, and sometimes in the in-feed. However Users currently only see one Branded Takeover ad per day, which means they are very special, but also makes them much more expensive than the other ad options. 

Unlike other ad types on the app, Branded Takeovers do not play with sound and do not have accompanying description copy. Branded Takeover ads are short (3-5 seconds). 

Recommended Branded Takeover video specs:

• Aspect ratio: 9:16
• Max file size: 500 MB
• Video length: 3-5 seconds
• File types: .mp4, .mov, .mpeg, .3gp, or .avi
• Text description: Not supported

2 In-Feed Ads

In-Feed Ads appear in users’ news feeds or on their For You Page (FYP). This full-screen ad type is the foil to Branded Takeovers— in-feed ads are affordable, support multiple calls-to-action and brief descriptions (12-100 characters) and default to a sound-on experience. They look similar to native TikTok content and blend right into users’ feeds, just like Instagram Story ads. 

A major plus is that users can interact with your ad like any other video on the FYP— they can like, comment, share and even reuse and riff off your video’s sound. But like any video on the FYP, In-Feed Ads can be scrolled past or skipped quickly, so your ad needs to be engaging enough to hook your audience’s attention within the first 2-3 seconds. 

In-feed ads are the place to get creative, so experiment with a viral trend like a dance challenge or meme. In-feed ads can be anywhere from 5-60 seconds long, although TikTok for Business recommends keeping your video 9-15 seconds long for optimal performance.

Recommended In-Feed Ad video specs:

• Aspect ratio: 9:16
• Max file size: 500 MB
• Video length: 5-60 seconds (9-15 seconds recommended)
• File types: .mp4, .mov, .mpeg, .3gp, or .avi
• Description: 12-100 characters

3 TopView Ads

TopView Ads blend the best of the Branded Takeover and In-Feed Ads. They occupy TikTok’s prime real estate— the top of the For You Page— where they appear as fullscreen, in-feed posts 3 seconds after users open the TikTok app. You’re guaranteed reach, just like with Branded Takeovers. 

But like In-Feed Ads, TopView ads support sound, auto-play and can be anywhere from 5 to 60 seconds long (although ads that run 15 seconds perform best). Take advantage of TopView’s full-screen and auto-play with sound capabilities with bold visuals and sound that instantly hooks your audience’s attention.

Topview ad video specs: 

• Aspect ratio: 9:16
• Max file size: 500 MB
• Video length: 5-60 seconds (15 seconds recommended)
• File types: .mp4, .mov, .mpeg, .3gp, or .avi

4 Branded Hashtag Challenge 

These are sponsored hashtag challenges that are prominently featured at the top of TikTok’s Discover Page and boost engagement and brand awareness— this ad option averages an engagement rate of 8.5%. Plus, you’ll get a lot of user-generated content! 

Sponsored challenges offer maximum reach and guarantee lots of eyes on your brand, unlike organic (non-sponsored) challenges that run the risk of not going viral.

5 Branded Effects

Branded Effects are sharable stickers, special effects and AR filters that allow users to directly interact with a brand, making them a great option if you’re looking to engage your audience and build brand awareness.

And like emojis, the medium transcends language barriers by uniting users around a shared visual language. Filters can go viral, or brands can encourage followers to create content using Branded Effects in exchange for a prize or shout-out.