7 Creative Ways to Generate Interesting Marketing Content for TikTok


Running an effective TikTok campaign will always boil down to how creative your content is. There’s no way around creating exciting content for your followers. 

If you can manage to make your content enjoyable, then do a commendable job marketing it on the platform, and you can be sure more people will be engaging with it. 

The more people interact with your TikTok content, the more the TikTok algorithm will be compelled to place it in front of even more people.


So How do you Create Interesting TikTok Videos?

  • Use the Same Approach You Use to Come up with Your Blog Post Ideas

The easiest way to develop creative content for TikTok is to wear the mind of a blogger and think about some of the problems or pain points your audience has. What type of content do you think will interest them?

Where you can’t point out some of these problems or figure out what can interest them, go ahead and ask them.  

You can also visit popular forums such as Quora and Reddit to find out what questions your audience is asking. 

There are plenty of other ways to go about it. For instance, you could take some suggestions from Google’s Autosuggest feature.

  • Create Humorous Videos

Laughter is the best medicine. 

In as much as your followers would want you to help them solve a problem they have, it sometimes helps to make your content entertaining. Give them something to laugh at, without making it appear like you never have fun.

Feed them humour, and they’ll learn to loosen up around you and engage with you even more. 

What type of content does your audience consider fun? 

You can joke about the industry or get your staff to participate in a challenge and even formulate one. 

Whatever you decide on, the point is to create the kind of content that your target audience can relate to. And don’t just pick any random video post that you find hilarious. You have to make sure the video is related to the kind of business that you do. 

  • Celebrate Special Occasion

TikTok marked the International Women’s Day (8th March) with a special hashtag #SheCanDoIt. This was to celebrate female content creators. 

This occasion was a huge leap for accounts that advocate for women’s rights and history, with some getting catapulted to the spotlight (like Her Story Talking). 

As a brand, you should keep track of important events and holidays, especially those that are particularly relevant to your brand and product story.

You can use a social media calendar to plan for these events and to make sure that you never miss out on any opportunity to capture the interest of your audience. 

  • Create or Join a Viral Craze

TikTok is full of viral craze videos. If you can’t create a viral craze video, then perhaps you should consider joining one.

Once the video goes viral, it enters mass consciousness.

Dance challenges are usually themed around a choreographed sequence of moved, a particular track, or both. 

Some brands may find it hard to participate in a dance craze, deeming it as cheesy. 

The only way to overcome this feeling is to feel the challenge genuinely. If you’re not enjoying the song or the dance moves, then the whole video will appear stiff and even feel flat with the viewers that get to watch it.

It pays to be silly at times. Learn to embrace the fun and enjoy the dance challenge. Even if it fails to go viral, you’ll still have enjoyed making the video.

  • Run a Contest

Learn from Uniqlo. In June 2019, they launched a one-of-a-kind, multi-market on TikTok. Participants were asked to create innovative videos of themselves donning their favourite Uniqlo pieces, captioned with the hashtag #UTPlayYourWorld. 

The contest was meant for creators from France, Japan, Taiwan, and the US. The winning videos were to be played in select stores. 

The contest turned out to be a huge success, with the #UTPlayYourWorld hashtag garnering more than 700 million views. 

This is a classic example of how contests or user-generated content could help you boost your online credibility and inspire trust. 

By re-using their content, you’ll be establishing a relationship and building loyalty with them. 

  • Create AR Branded Filters

As with Snapchat and Instagram, creators can add AR filters and lenses to their videos. 

As a brand, you can upload your own custom filters for your followers to use. 

You could borrow some ideas from NY Fashion Week. After inviting TikTok creators to their 2020 shows, they would create photo booth filters to accompany these events. 

Creating these filters requires advanced digital expertise. That means it’s only worthwhile when you’re designing them for a major occasion or event. 

And when done well, it’s one of the best ways to grow your audience and boost brand awareness. 

  • Cover Current Trends

Much of what trends on TikTok begins and dies on the platform. But that doesn’t mean you can’t drag content from outside and still make it a trend. 

There’s a lot of entertaining content out there – major news and pop culture, that infiltrate the platform and take a new life form. 

You can take a cue from Washington Post, famous for taking topical events and turning them into viral TikTok videos. 

All you have to do is find ways to turn these events or topics into engaging videos. 

For example, as the pandemic rages on, you could tackle it by uploading videos on self-quarantine and hand hygiene. 

You, however, have to be very careful with the approach you use to cover serious topics. They’re sensitive and delicate. Drawing fun out of a serious issue may come off as insensitive or poor taste. 

You have to find that perfect balance between humour, information, and sensitivity.


How Does TikTok Work?

Before you rush to download the app and upload any content on it, you might first want to find out how everything ties in together. 

TikTok is based around short video clips that run for a maximum of 15 seconds. You have the option of combining these videos to create a series that runs up to 60 seconds. 

Users interact with these videos by scrolling down their newsfeeds. 

The coolest thing with TikTok is that it allows you to add background music and all kinds of editing effects to your videos. It also has lots of viral dance video challenges that you can participate in and be part of the fun. 

Those interacting with your videos are allowed to like, comment, or share the video with other users if they like it.

TikTok has the highest engagement rate than any other social media platform. Studies also go on to confirm that it does a pretty good job keeping users on the app. 

If you open a TikTop account, you’ll be provided with a TikTok profile that people can follow. They can also set up notifications to be alerted every time you post a new video. 

The hardest part of managing a TikTok account is creating fun videos that resonate with the TikTok audience. 

TikTok has a different kind of fun and style of content. For this, you want to give yourself at least a week to get a feel of what makes TikTok users tick. 


4 Less Known Facts About TikTok

It’s not US-based

Unlike many of the startups you know, TikTok did not start in the US. It began in China, as Douyin, the Chinese name for the app until date.

So yes, TikTok is a Chinese owned social network owned by a company called Bytedance.

It’s the World’s Most Valued Startup

TikTok is now valued at over $75 billion, which makes it the most valuable startup at the time of writing this. 

Other popular apps also owned by Bytedance include:

  • Babe: one of the leading news and content apps in Indonesia. For more information, follow this link https://www.babe.co.id/
  • Tech for Good: Tool for non-profits organisations that want to raise awareness around their cause. 

For more information, follow this link https://www.tiktok.com/forgood.

  • Lark: Available in Japan and Singapore. It features the whole enchilada of collaboration tools, including calendar, chat, cloud storage, app management, and content creation. 

For more information, follow this link https://www.larksuite.com/

For more info https://www.helo-app.com/

  • Xigua Video: 
  • Toutiao
  • Douyin


34% of Its Users Actively Post 

TikTok has the highest activity level.

34% of its users actively publish at least one post per day. Like any other social media channel, you can grow an audience by regularly posting on the platform.

However, TikTok stands out because of the exceptional organic reach it gives you. Even with zero followers, your video could still go viral and reach millions of followers.

The reason for this is the intelligent TikTok algorithm. It can easily detect a video with great potential and give it more exposure. 


It’s Not Just About Lip-Syncing

Bytedance acquired musical.ly in 2018 and merged it into TikTok. However, while these two apps had a lot of similarities, there’s more to TikTok than the Lip-synchronising app, it’s thought to be. 

The standard connection between Musical.ly and TikTok at the time was the lip-sync. 

However, TikTok identifies itself as a short-form video content platform with a broader scope of videos. 

About the Author

Tom Koh

Tom is the CEO and Principal Consultant of MediaOne, a leading digital marketing agency. He has consulted for MNCs like Canon, Maybank, Capitaland, SingTel, ST Engineering, WWF, Cambridge University, as well as Government organisations like Enterprise Singapore, Ministry of Law, National Galleries, NTUC, e2i, SingHealth. His articles are published and referenced in CNA, Straits Times, MoneyFM, Financial Times, Yahoo! Finance, Hubspot, Zendesk, CIO Advisor.


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