INTRODUCTION
TikTok is a valuable tool to target younger audiences with creative marketing. According to Statista, the platform has 88% brand awareness among social media users in the United States.
TikTok reports that most users who interact with brands on the platform not only feel more connected with the brand, they also have been inspired to shop when they had no plans to do so.
Longer videos and additional effects are a few of the recent changes. Here is a look at what’s new in TikTok in 2022.
LONGER VIDEOS
Gone are the days when you had to squeeze content into 15-second bites. Most users can now upload videos up to 10 min. long, foregoing the need to create a multi-video series.
This is a continuing trend of extending video times on the app. While many creators continue using short videos, sometimes you may have longer videos (e.g., tutorials, reviews) to share. Longer format videos also can give people more time to read text or captions on the video.
For example, the ABC News account routinely uses slightly longer, 30-second videos to highlight important news stories. The length of their videos varies, with some running longer than five min. and others lasting just 17 sec. The account posts different length videos to cater to both those who prefer longer and shorter formats.
LIBRARY
The new Library feature allows users to incorporate content from GIPHY Clips into their videos. In fact, the Library section has video clips, GIFs and memes.
When making a TikTok in the app, select the Library icon on the sidebar of the camera screen. You can then select content, edit its length, insert it in your TikTok and continue filming the rest of your video.
Business accounts can stay relevant and connect with target audiences by using Library content. Using common social references and partaking in trends connects the business account to other users.
This creative tool also helps you make original content that can become a trend. The endless options on GIPHY mean that account managers have a full suite of tools to create the original content TikTok prioritizes and to connect with those using the same content.
EFFECT HOUSE
TikTok recently opened a beta platform, Effect House, to allow anyone to experiment with creating their own effects. This includes sound manipulation, filters and more.
The Effect House platform must be downloaded and used on a Mac computer. Once it’s installed, you can use a suite of tools to make new effects. The platform offers tutorials, guides and templates for new AR creators to get acclimated.
Effects created on the platform can be launched as Community Effects in the TikTok app. There, users can search the constantly expanding library of effects to apply them to their own videos.
Effect House contrasts from Branded Effects, as it is not meant to design explicitly branded effects with logos. Branded Effects are labeled and ownable, whereas Effect House effects are not owned and do not usually include a logo. Effect House allows businesses to make a more casual entrance to the effect creation process and build a real connection with their audience.