TikTok quickly secured its place among the largest social networks. Its success is largely based on a revolutionary concept: short, vertical videos designed to be consumed continuously through infinite scrolling. This intuitive format, where videos follow one another with a simple swipe, captivates users as soon as they open the app.
It’s no coincidence that TikTok has managed to retain so many users, who can literally spend hours browsing the platform without realizing how much time has passed. In this article, find out what the trending TikTok formats are.
Why does the video format work so well?
TikTok’s video format makes all the difference. Unlike static images found on other social networks like Instagram or Facebook, TikTok focuses on dynamic content. This video format creates an immersive experience, where users are truly immersed in the creator’s world.
Each video is an opportunity to grab attention, evoke emotions, and convey a message in a much more engaging way than with an image.
Superior engagement and retention
Studies have shown that users are more likely to retain information when it’s presented in video form rather than as an image or text. Why? Because video combines visuals, sound, and sometimes even text, creating a richer experience. This means that messages are communicated more effectively and stay longer in viewers’ memories.
TikTok takes full advantage of this principle, encouraging users to engage with compelling content, which explains why engagement rates are so high.
The rise of creators and brands
Another key element of TikTok’s success is its ability to give visibility to creators and brands, even if they don’t have a large initial audience. Thanks to its powerful algorithm, TikTok allows any user to go viral. Unlike other platforms where it takes years to build an audience, a single TikTok video can generate millions of views in record time if it captures users’ attention.
A revolutionary algorithm at the heart of the TikTok experience
TikTok’s algorithm is one of the secrets to its success. This system constantly analyzes user interactions: which videos they like, how they engage with content, how long they spend watching each video.
Thanks to this advanced artificial intelligence, TikTok personalizes each user’s feed on the “For You Page” (FYP), showing them videos that precisely match their tastes.
An algorithm that gives everyone a chance
This algorithm is designed to give every video an equal chance, even if it comes from a new creator. Unlike other platforms where visibility is mainly reserved for popular accounts, TikTok focuses on content rather than notoriety.
If your video is captivating, creative, or entertaining, it can end up being seen by millions of users within hours, regardless of your follower count.
A unique opportunity for brands
This algorithm offers brands an unprecedented opportunity. They can reach audiences they had never accessed before, simply by posting content that resonates with users. Whether through challenges, funny videos, or more informative content, brands can easily go viral and significantly improve their visibility and engagement.
TikTok Ads : A powerful new advertising channel
To meet the growing demand from businesses, TikTok launched TikTok Ads, an advertising platform that provides powerful tools for creating impactful campaigns. TikTok ads stand out for their creativity and immersive format, blending seamlessly into the flow of organic videos. This advertising format is much less intrusive than on other platforms, as TikTok ads often resemble regular videos, allowing brands to capture attention more subtly.
How does TikTok Ads work?
TikTok ads are designed to be short, dynamic, and engaging. Brands have the ability to:
- Target a specific audience using data collected by the algorithm.
- Create short videos that quickly capture attention (often within the first 2 to 3 seconds).
- Use creative formats, such as sponsored challenges or branded filters, encouraging users to interact with the content.
These ad campaigns are particularly effective because they tap into TikTok’s viral trends and participatory culture. Users are invited to join in, recreate videos, and naturally engage with the brands’ products or services.
Why TikTok is essential for a successful marketing strategy
With a continuously growing user base, TikTok has become an essential platform for any brand looking to strengthen its online presence. The majority of TikTok users are young adults, making it a prime target for companies seeking to connect with Gen Z and millennials.
This age group is often the first to adopt new trends, and TikTok is the perfect place to quickly spread ideas, products, or messages.
A trend amplifier
One of TikTok’s greatest advantages is its ability to generate and amplify trends at lightning speed. A song, a filter, or even a phrase can go viral overnight, leading to thousands of recreations and excitement around certain brands or products.
For businesses, this means that a well-executed campaign on TikTok can not only increase visibility but also create a true trend phenomenon around their brand.
Overview of TikTok’s user interface
Navigating TikTok is extremely intuitive, contributing to the platform’s high user engagement. As soon as the app opens, you’re immediately directed to the “For You Page” (FYP), a page of personalized recommended videos.
This video feed is continuously updated based on previous interactions, providing users with fresh content tailored to their preferences.
Key features of TikTok
The menu at the bottom of the screen provides access to the main features of the app:
- Home: Switch between the feed of recommended videos (FYP) and the accounts you follow.
- Discover: Explore trending content, current challenges, and popular hashtags.
- Create a video: The central button allows you to record, edit, and publish your own videos with a wide range of creative effects.
- Notifications: Stay informed about interactions on your content.
- Profile: Access your personal space where you can manage your videos, followers, and settings.
Mastering this interface is essential for optimizing your presence on the platform and effectively engaging with your audience.
TikTok video formats
TikTok offers a variety of video formats, each with its own specifications and optimal uses. Understanding these formats will help you choose the best one for your content, ensuring maximum interaction with your audience.
Classic vertical videos
Vertical videos are the core of TikTok. They can be up to 10 minutes long, though 15- to 60-second videos remain the most popular. The key here is conciseness and immediate impact. By taking advantage of the vertical format, these videos fill the entire smartphone screen, capturing the user’s full attention with no distractions.
Use clear visuals and engaging intros to hold viewers’ attention from the first few seconds.
Episodic videos (TikTok series)
TikTok Series allows creators to build episodic narratives, ideal for tutorials, ongoing stories, or educational series. Each episode can capture the essence of a concept, inviting users to return for more.
This approach requires careful planning to maintain interest across multiple posts, but it can significantly boost engagement by creating anticipation and loyalty among viewers.
Advertisement clips
TikTok ad clips are designed to be short and impactful. A typical duration of 5 to 15 seconds requires a clear message and strong call to action. The challenge is to deliver your message creatively and memorably in a very short time.
A successful approach involves placing the most engaging element at the start to immediately capture interest, followed by a clear value proposition and call to action.
Live videos
Live videos on TikTok provide an opportunity for real-time connection with your audience, perfect for Q&As, product launches, or simply sharing spontaneous moments. Engaging viewers with direct interactions during the live session can greatly boost engagement and loyalty.
Promoting your live sessions in advance is crucial to maximize participation.
Educational videos and product demonstrations
TikTok has proven to be an excellent tool for educational videos and product demonstrations. This format allows you to break down complex information into short, digestible segments, ideal for quick learning.
Using clear visuals, on-screen text, and engaging narration can turn a simple demo into a captivating and informative experience for viewers.
Features of each TikTok format
TikTok offers various video formats for users, both organic and paid. To maximize the impact of your content, it’s essential to understand the recommended formats and adapt your videos according to their purpose: organic posts or ad campaigns.
For organic videos
Organic videos on TikTok are those you post without using paid advertising. These videos are the core content of the platform and are mainly consumed in vertical mode.
- Recommended video format: Vertical (9:16)
For optimal impact, TikTok recommends using the vertical format with a 9:16 ratio. This format fills the entire smartphone screen, offering complete immersion for the user. It’s also what users are most accustomed to, as it seamlessly integrates into TikTok’s interface.
Video resolution
- 720 x 1280 px: This is the minimum acceptable resolution for your videos. While adequate, it may appear slightly lower in quality on newer devices.
- 1080 x 1920 px: Recommended for ensuring good display quality, this resolution is ideal for TikTok videos, providing a sharp and detailed image on most smartphones.
Horizontal videos
Although TikTok is primarily designed for vertical videos, it is currently testing full-screen horizontal video options to compete with YouTube. You can also consider using 16:9 format videos with a resolution of 1920 x 1080 px to offer high-definition quality.
Importance of video quality
Video quality is crucial for success on TikTok. The sharper and more enjoyable your video is, the more likely it is to grab your audience’s attention. It’s recommended to aim for HD, Full HD, or even 4K videos if possible. However, keep in mind that TikTok tends to compress videos during upload, which may slightly reduce the final quality.
For Ads (TikTok Ads)
When running ad campaigns on TikTok, the video format and resolution depend on the type of ad you choose. Following these specifications is critical for ensuring optimal performance.
TopView Ads
TopView Ads appear as soon as the user opens the TikTok app. It’s one of the most visible and impactful ad formats.
- Vertical format only
- Minimum resolution: 540 x 960 px
- Aspect ratio: 9:16
This format allows you to capture users’ attention immediately upon entering the app, so it’s important to create visually appealing content.
In-Feed Ads
In-Feed Ads are sponsored videos that appear in users’ feeds, similar to organic videos. This is the most commonly used format for TikTok ads.
- Recommended vertical format: 540 x 960 px, with a 9:16 ratio (prioritized for better performance)
- Horizontal format: 960 x 540 px, with a 16:9 ratio (less recommended)
- Square format: 640 x 640 px, with a 1:1 ratio (also less recommended)
While TikTok allows horizontal and square formats, they tend to perform worse than vertical formats because they don’t align with the standard use of the app.
Supported video formats on TikTok
TikTok offers several video format options, whether you’re posting organic content or launching an ad campaign. Understanding the supported formats will ensure optimal broadcast quality and prevent technical issues when uploading your videos.
For organic videos
When publishing organic videos on TikTok (non-sponsored content), simple and efficient formats are available.
- Accepted video formats
TikTok primarily supports MP4 and WEBM video formats for organic content. Both formats are known for their lightness, which is essential for smooth mobile streaming. MP4 is one of the most universal formats, while WEBM is appreciated for its ability to compress files without significantly degrading video quality.
These formats are widely compatible with most devices and allow users to enjoy good image quality without the file becoming too large, which is crucial for quick, uninterrupted viewing.
For Ads (TikTok Ads)
TikTok ad campaigns require special attention to video formats. Several formats are accepted for sponsored videos, offering advertisers greater flexibility depending on their specific needs.
- Compatible video formats
For TikTok Ads, the following video formats are supported:
- MP4: A standard format for online videos, optimized for maximum quality and compatibility.
- MOV: Mostly used on Apple devices, offering high quality.
- AVI: An older but still widely used format, providing good video quality.
- MPEG: Known for its ability to compress files while maintaining reasonable quality.
- 3GP: A lightweight format often used for videos on older mobile phones.
Each format has its advantages, but MP4 remains the most recommended due to its ability to combine good video quality with efficient compression. When preparing a campaign, it’s important to choose a format that offers good compression without compromising quality, especially if your target audience values high-quality visuals.
Video Length on TikTok
TikTok offers different video length options, whether for organic content or ads. The length you choose plays a key role in how your content is perceived and consumed by your audience.
For Organic videos
Organic videos on TikTok allow for some flexibility in terms of length.
Recording directly via the App
When recording videos directly through the TikTok app, the maximum length is 3 minutes. This gives content creators enough time to develop an idea while staying within the short-form content format that defines TikTok.
Uploading pre-recorded videos
TikTok also allows users to upload pre-recorded videos from their device, with a duration of up to 10 minutes. This provides more room to create and publish longer, more detailed content if needed.
However, it’s important to note that most videos on TikTok remain short, typically between 15 to 30 seconds, or up to a minute. This short format caters to users’ limited attention spans and helps capture their interest right from the start. Longer videos may risk losing viewers’ attention if they aren’t captivating right away.
For Ads
TikTok ads are designed to make an impact in a short time, so the maximum video length is limited.
Dark Ads
For Dark Ads, which are ads that do not appear on your profile but are shown directly to targeted users, the maximum duration is 60 seconds. This gives advertisers just enough time to deliver a clear and impactful message without losing the audience’s attention.
Spark Ads
Spark Ads reuse existing organic videos. As a result, the length of these sponsored videos can reach up to 10 minutes, just like regular organic videos. This option allows advertisers to sponsor videos that have already proven successful in terms of engagement.
Maximum video file size on TikTok
To ensure smooth user experience and avoid technical issues, TikTok imposes limits on video file sizes, both for organic content and ads.
For organic videos
The maximum file size for organic TikTok videos is 2 GB. This generous limit allows for the upload of high-quality videos, including those that are up to 10 minutes long. For creators who publish content frequently, it’s important to check the file size to prevent the platform from rejecting your uploads.
For Ads
Video ads have stricter file size requirements. The maximum file size for TikTok ads is 500 MB. This restriction is in place to ensure fast and smooth ad delivery, particularly for users with slower internet connections.
Video compression
To comply with these size limitations while maintaining quality, it’s often necessary to compress your video files. Fortunately, many online tools, such as VideoSmaller, allow you to compress videos efficiently without sacrificing quality.
This helps optimize your videos for TikTok, whether they are organic or ads.
Creating optimized content for each format
Creating engaging content for TikTok requires understanding the specifics of each video format. To help you maximize the impact of your videos, here are some practical tips.
Tips for shooting engaging videos
The quality of your videos is essential for capturing your audience’s attention and driving engagement. Here are a few elements to keep in mind while filming:
Lighting
Good lighting is crucial for the visual quality of your videos. Here are some tips:
- Natural light: Try to film near a window to take advantage of daylight. Soft light in the morning or afternoon is ideal.
- LED lights: If filming indoors, consider using LED lights to ensure even brightness. Avoid harsh shadows that can distract the audience and make your video look unprofessional.
Sound
Sound is just as important as the visuals. Here are some tips:
- External microphone: Invest in a good-quality external microphone if possible. Clear and crisp sound can significantly improve the viewing experience.
- Minimize background noise: Film in a quiet environment to reduce distracting background noise.
Stability
To ensure a smooth image:
- Tripod or stabilizer: Use a tripod to avoid shaky footage. This gives your content a more professional look and helps viewers focus on your message.
Editing and post-production
Editing is a key step where you can really highlight your content. Here are some tools and techniques to consider:
Editing tools
Use editing software such as Adobe Premiere Rush, iMovie, or TikTok’s built-in editing features to polish your videos.
Editing techniques
- Cut unnecessary length: Get straight to the point to keep your audience’s attention. Short and impactful videos work best on TikTok.
- Smooth transitions: Add simple transitions to keep the video dynamic and fluid. This helps maintain viewer interest.
- Incorporate text and effects: Use text to emphasize key points and effects to make your video more dynamic. Ensure that they support your content rather than distract from it.
Using special effects and filters
Special effects and filters can add a professional touch to your videos. Here’s how to use them effectively :
Special effects
- Use Sparingly: Special effects should enhance your message, not overwhelm it with unnecessary elements. Thoughtful use can make your video more memorable.
Filters
- Choosing Filters: Opt for filters that enhance the aesthetic of your video without distorting the reality of your message. A good filter can set the mood without altering the content.
Performance analysis and continuous improvement
Monitoring and analyzing the performance of your videos is crucial for understanding what works and what doesn’t. Here’s how you can use this data to optimize your campaigns.
Tracking and analyzing video performance
TikTok’s analytics tools provide valuable insights to improve your content.
Key metrics
Focus on the following indicators to evaluate your audience’s engagement:
- Views: The total number of times your video has been watched.
- Completion Rate: The percentage of viewers who watched the video until the end.
- Shares: How many times your video has been shared. This is a good indicator of the interest your content generates.
- Likes and Comments: These metrics show how your audience interacts with your videos and are essential for refining your strategy.
Demographic analysis
Understanding who watches your videos helps you tailor your content to better meet your target audience’s expectations. Analyze demographic data to adjust your message to your viewers.
Adjustments and A/B testing
Continuous improvement relies on making adjustments based on the data gathered. Here’s how to proceed:
A/B testing
Conduct A/B tests by trying different versions of your video to see which performs better. For example, you can:
- Change the Introduction: Test several ways of introducing your video to see which grabs the most attention.
- Modify the Call to Action: Experiment with different calls to action at the end of your video and compare the results.
Content optimization
Use the insights obtained to refine your strategy. If you find that a video with a certain type of content performs well, don’t hesitate to create more videos in that style. Optimization is an ongoing process that helps you fine-tune your approach and maximize engagement.
Conclusion
Whether you are creating organic or advertising content on TikTok, it’s essential to follow the recommended formats, durations, and file sizes to ensure the best user experience. By choosing the right video formats, adapting your video duration, and optimizing file sizes, you will maximize the impact of your content while meeting the platform’s technical requirements.
TikTok continues to evolve, offering new options and formats, but understanding these basics keeps you up-to-date and helps you produce videos that captivate and engage your audience.
Want to develop the perfect TikTok strategy? Contact one of our TikTok Ads experts today !
