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Foundations for success

Content strategy basics

If you’re hungry to take your videos to the next level, having a good strategy is key. Here are some tips to help you think through content strategy.


When you create videos on TikTok, they can land on the For You feeds of people across the globe. Therefore, context is important for your videos. Think about creating videos you love in a way that might appeal to viewers not familiar with you.

To help new viewers understand the story you’re trying to tell, add clarity early. Think about how you’d describe your video in a concise, straightforward manner. Then consider using TikTok’s features to present that context in your videos as soon as they start, such as using captions.

If you’re able to help viewers understand your videos quickly, it may engage them and encourage them to watch your videos in their entirety.

First impressions

Sometimes it can be easy to quickly scroll through your For You feed. There’s only so much time and so many videos, after all. That’s why it’s helpful to make a good first impression and capture viewers’ attention right away.

Think about your opening shot. You should try telling your story right away with visually interesting footage that could grab someone’s attention.

And avoid slow introductions that don’t allow viewers to readily understand what you’re trying to convey.

Quality and framing can also make a difference. If your video is shaky, blurry, or if the audio is unclear, consider reshooting it if you can.


Many different types of videos perform well on TikTok. But there is one thing they all have in common: They all tell a story. Whether it’s a beauty tutorial, a workout routine, or a vlog about life — the best videos have a beginning, a middle, and an end.

Structuring your videos gives viewers a reason to watch until the end. DIY projects are perfect for this. Same goes for makeup tutorials. But it can work for any category of video. Focus on engaging storytelling with a perfect payoff for viewers.

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