Get Creative: 6 frameworks to tell your story on TikTok

It’s no surprise that businesses that showcase authenticity in their content find the most success on TikTok. But the ones that really hit that next level of performance do so through engaging and connecting with their audiences at a deeper level. And that doesn't require big budgets; in fact, native and authentic content can be highly efficient to produce. Structuring content around narrative formats that are simple to execute at scale will save both time and production costs.

We’ve identified 6 storytelling frameworks that can help turbocharge your content and help your business resonate with customers and creators on TikTok. By using these frameworks, you can create an accessible way to put content out fast while tapping into more in-depth narratives.

TikTok’s video platform, combined with its content preference delivery system, makes it a natural fit for narrative-driven branded content. Through the storytelling frameworks highlighted below, you can empower your customers and audience to become the center of your story.

Framework #1: The story of your product

Ask yourself - What’s the story of your product, brand or service? Why were you inspired to start the business? What are the values you bring to your work? In answering this question, you can build a story that connects your business to your audience by giving them a background of your brand, and resonate with what's important to them.

Tips

• Leverage user-generated content (UGC) or DIY-style assets that address the user directly

• Introduce your product or service with clear messaging 

• Connect assets that directly involve your brand’s users

• Connect imagery of the process, where it started, or its best-suited environment

• End with a clear call-to-action (CTA). What should the viewer do next?

Framework #2: Results first & work backwards

Users want to know and see what they should expect. Show your audience what can happen as a final result, then work backwards through editing techniques to create the story of how to get there. Think of this framework as an adventure story, starting at the climax, then revisiting through flashback. This framework delivers excitement from the start, and generates great engagement through the content.

Tips

• Use assets that show the result of your brand, product or service

• Break down the steps of how you got there through captioning

• Show a different version or shot of the final result, tying to a clear CTA

Framework #3: Elevator pitch

Convey your brand to your audience in a simple, concise way. Introduce your business like it's the first time. Focus on what you're selling, how to use it, and how it’s relevant to your audience.

Tips

• Use captions to introduce your message or tagline.

• Use assets that showcase the experience of your product or service.

• Filter through assets that show how it’s used or accessed with fast-paced editing

• Source assets that showcase how a user of your product feels (e.g. surprise) tied with a clear CTA

Framework #4: Step by step

Think on how your product is accessible. Detail the easy steps of using or accessing your business’ products or services by using captions and key visuals of the process to detail the steps with a clear message.

Tips

• Set up the steps you will be taking the audience through by captioning, tied to a key visual of your product.

• Source assets that show the process.

• End with a UGC-style reaction or comment on the use and feeling it provides, tied to a clear CTA.

Framework #5: Built into routine

Show how easy it is for your brand to be a lifestyle. Highlight the usage of your product or service through a “Day In The Life” lens, showcasing its versatility as an easy daily routine by filtering through different environments.

Show how easy it is for your brand to be a lifestyle. Highlight the usage of your product or service through a “Day In The Life” lens, showcasing its versatility as an easy daily routine by filtering through different environments.

Tips

• Introduce your product through UGC or a DIY-style asset that addresses users directly.

• Filter through 3 or more types of environments or routine-based parts of life.

• Use the reaction or comment from the creator to address the ease and accessibility.

• Highlight your product or service with a clear CTA.

Framework #6: Easy, fast & reliable

Make your product feel effortlessly achievable, used, and/or purchased. Highlight your product or service as something accessible for anyone, anywhere. Use assets that showcase how easy it is for users to acquire your product/service quickly.

Tips

• Show your product/or service being used

• Source assets that show the product/service being achieved or attained in a simple environment while doing a regular routine-based activity

• Source a reaction in UGC style or use captions to detail your “call-to-action” messaging.

Using a storytelling framework will help you build a stronger connection to TikTok users and creators. These options are powerful starting points, but adapting these frameworks for the specifics of your business will be the key to getting the most out of TikTok. Tell your story, and share it with the TikTok community.