The Power of Thinking Small on TikTok
Larger-than-life movements might make up the TikTok skyline but the FYP is fertile-ground to foster just as much resonance for the small moments too. And when I say small, I mean ₛₘₐₗₗ. One look through the proverbial magnifying glass and you'll find that there are storytelling opportunities in every nook and crevice of a brand. All you have to do is keep your mind open and your eyes peeled.
There's a few ways to adapt this approach:
Spotlight the Unsung Hero
It's easy to forget how purposeful and well-thought-out a brand's story is when you're only focused on showcasing its final form. You're allowed to show off a single step of a larger process. Shine a light on just one cog in the machine. Whether it's the biodegradable packing peanuts or the way the 404 error page is designed, there's meaningful content potential everywhere. Remember, TikTok holds just as much space for the small moments as it does for the big ones so don't be afraid to keep things simple and singular. Just because it isn't explosive and dazzling doesn't mean it won't find traction on platform.
Feel empowered to elevate the logistics of your brand and give the grace notes their due! You'll be surprised at how fascinating this kind of content is for our users. All of that said, the key to properly leveraging these moments of brevity is framing them with finesse. You still need to be refined in your editing and stay thoughtful with the copy. Yes, there's beauty in the breakdown but the devil is still, very much, in the details.
Make a Mountain Out of a Molehill
Identify a minor element in a larger picture or story. Something truly inconsequential. The tip of a shoelace (which has an actual name that exactly no one remembers), the unsightly first slice of bread in the loaf, the 'h' in 'Moschino', you get the picture. Take it and RUN with it. Create depth and momentum where there isn't any. Adding a little ✨ spice✨(or a lot of it in this case) to dramatize those inconspicuous factors can lead to highly imaginative, deeply resonant content that can be definitive for your brand personality on and off platform. Moreover, you'll find that the confines of a small box will boost your creative thinking. After all, restriction breeds creativity.
So, go ahead. Give the tiny pocket in your jeans a poignant soliloquy of Shakespearean proportions. Embracing this playful approach to content creation will disarm and delight viewers, deepen your reach into TikTok culture, and help create memorable brand sentiments to leverage and inform your future TikTok strategy.
Brand Takeaway
As TikTok roots itself deeper within today’s advertising landscape, it's increasingly vital to educate on the diversity of content on our platform. Success doesn't look the same for everyone. Introducing a 'think small' approach to brands can make taking the TikTok pill more palatable. While yes, everyone loves splashy, high-impact activations, it's equally important to supplement a brand's long-term TikTok strategy with sustainable content that brings users into the fold(was 🤏 this close to saying 'the thick of it').
Creative Takeaway
Powerful content doesn't need to be built on a brand manifesto that launched a thousand case studies. Thinking small can, too, unleash next-level content. And restriction does breed creativity. So, hold the fleeting moments close and let users meet you halfway. Whipping out the magnifying glass every once in a while can get you out of a creative rut and make the whole 'Don't make ads, make TikToks' ask feel more accessible for brands.
Thanks for reading!