TikTok has redefined the way people engage with social media. Whether TikTok remains in
the U.S. or not, its signature video format has left a lasting impact.
We’re seeing it everywhere—Instagram now allows 3-minute videos on Reels, YouTube is doing the same
with its Shorts format, and even LinkedIn has adopted a more “TikTok-like” aesthetic.
I’ve even noticed TikTok-style videos being used in television commercials!
Here’s the recipe that makes TikTok’s video format special:
- Short videos (up to 3 minutes long but 1-minute videos get the most views).
- Vertical orientation, optimized for mobile.
- Authentic, relatable content—think iPhone-quality, featuring real people having fun and sharing experiences, not just scenery.
Attraction marketers should follow the trend and evolve their social media ads to fit this
TikTok video format.
The good news is you don’t have to spend hours of our time shooting and editing new videos. You can (and absolutely should) hire social media influencers to create this video content for you.
Plus, by hiring several influencers, you can ‘flood’ social media with cool videos of people talking about and experiencing your attraction.
Spring is a season of renewal – why not renew your paid social media ads? Run a head-to-head paid advertising campaign.
One campaign would feature your current social media ads. The other campaign would feature TikTok-style videos that influencers have created about your attraction.
Follow these steps:
- Collaborate with influencers in your target market. Contract at least three influencers who align with your target audience and compensate them to create engaging videos that highlight your spring offerings and events.
- Secure usage rights for the influencer content so you can repurpose that content as a paid ad across social media platforms.
- Run A/B campaigns: Compare the performance of traditional social media ads (static images or team-created videos) against TikTok-style influencer content on Instagram, TikTok, and YouTube Shorts. Measure success through engagement and ticket sales.
I share more of my ideas about influencer marketing on The Marketing Attractions Podcast.
You can find the show wherever you listen to podcasts.
