If you’ve been looking to revamp your TikTok strategy, now is the time. This summer, TikTok released a new creative guide based on updated Trend insights to help brands boost their reach and resonance. With TikTok Trends changing constantly, publishers and marketers need to stay on top of these metrics to stay in touch with their audiences. 

In this article, we’ll review some of the key points of the published TikTok guide we found to be important for publishers. Additionally, we’ll highlight the most effective methods for creating compelling content to drive successful results. 

What does “Return on Creative” mean? 

Created in partnership with Ipsos, TikTok’s new guide, “Return to Creative,” explores leveraging the platform’s creative elements and creating compelling content that positively impacts your audience. So what does this mean? 

In the 2024 social media landscape, boldness, relatability, respect, and inclusivity are all highly regarded. This is all great, but without giving your content a bit of an edge, you won’t necessarily catch your ideal audience. That’s where the value of creativity comes in. 

The phrase ‘return to creative’ reminds marketers of the significant potential in creative content solutions and the benefit of straying from traditional metrics. TikTok users want exciting and unique material. Therefore, being intentional with your strategies–including utilizing TikTok Trend insights– is important to accomplishing this goal.

Key points of TikTok Trend insights 

TikTok and Ipsos found three main points brands should focus on when elevating their marketing strategy to connect with users: empathy, resonance, and unlocking the value of creativity. Each plays a crucial role in how you should appear on the platform and in creating new goals for online marketing. 

Empathy 

The most memorable content online is the posts that inspire empathy in your audience. Empathy plays a crucial role in how humans connect. In marketing, empathy involves understanding what is essential to your audience and reflecting that back in your content. 

Users who are emotionally connected are more likely to engage with your content. Ways to intentionally bring more empathy to your content include: 

• Understand context. Stay informed about what is happening in the real world and in the lives of your audience. This will shape what is important to them in real-time.  
• Shape user expectations. Know how audiences see your brand and what they expect from your content. 
• Demonstrate empathy. Your content will emphasize more with your audience when you show empathy yourself. This means being socially and culturally aware of what and how you post. 

Resonance

The role of resonance in social media marketing is more important than ever. Resonance occurs when viewers feel heard and seen. It’s the result of striking a chord with your audience and keeps them coming back. 

For marketers, establishing resonance will mean the difference between whether your content shows up or gets buried in your audience’s feed. Ways to build resonance on TikTok include: 

• Use storytelling techniques. At least 28% of TikTok users are looking to be snagged by a story. 
• Establish credibility. If users trust you, they will be more likely to consume and resonate with your content. 
• Use a variety of content. At least 51% of users prefer accounts with a variety of content. This is where creativity becomes crucial. 
• Be relatable. Stay relevant to your audience and in line with their needs. 

Unlocking the value of creative

TikTok is a massive platform with endless audiences. With the right strategies, there is a space for everyone, and TikTok offers a host of features to help you create unique posts. 

Strategies for leveraging the features on TikTok’s creative suite are separated into tips for organic or paid content: 

Organic 

1. Utilize the stitch and duet features 
2. Explore popular hashtags in your niche. 
3. Engage in the comments with your audience and on pages of other brands.

Paid content

1. Low-life native solutions to help build resonance with users. 
2. Remix existing assets to establish a presence. 
3. Use TikTok-first content made just for the platform. 

Automate your TikTok

Creativity and compelling content take time, even when you know your audience. To capitalize on any of the TikTok Trend insights, you have to fit them into your regular workflow.  In the long run, automation tools can help save you time on mundane social media tasks to leave your team more room for creative work. 

True Anthem recently added TikTok to its platform to help save publishers and marketers time and boost reach. Connect with us for a free demo of our tool or to chat more about your brand’s needs.