The key to viral content on TikTok is not only bright visuals and an innovative idea, but also a clearly thought-out script: if it aligns with the algorithms, the chances of getting into recommendations are higher.
Analyze your target audience and their reactions to existing content: when developing video scripts, basic audience metrics (age, gender, location, etc.) are not enough. You need to analyze their reaction to the content already published on the page: approximately how long users stay on one video, which hashtags and topics receive the most engagement, which video themes from other accounts are close to your followers, and so on. TikTok itself offers a built-in audience analytics service — TikTok Audience Insights.
Create a list of the audience’s pain points: it is precisely through them that you will gain stronger emotional attachment and even improve the brand’s image. These pains can be used in the script itself in the format of answering questions or as a parody of situations from the client’s perspective.
Stick to a short format: according to statistics, most videos in TikTok recommendations range from 21–34 seconds, so it is better to try to fit everything important into this time frame.
Put the most interesting part right at the beginning: users stay on a single TikTok video for only 1–3 seconds, so it is better to place the most engaging elements at the start and avoid long introductions.
Use hooks to attract attention: in the form of a question, a promise, intrigue, or with the help of visuals.
Involve real people in your videos: this will increase trust in the brand. You can add a clip with a client’s comment or question, or their reaction to the video.
Make sure the script is written in simple language: review whether there are too many terms or complex language constructions. The main function of TikTok is entertainment, so even if you want to tell subscribers something interesting or complex, do it in a humorous format, replace terms with synonyms, or generally choose a ToV that is easier to perceive.
Apply storytelling: a narrative format with a story structure — first, a description of the character and context; then a step-by-step story about them; then the resolution (unexpected or, on the contrary, expected); and a moral (a lead-in to action or information about what is being advertised).
Do not forget about subtitles if your video contains spoken text: according to statistics, about 91% of videos with subtitles are watched by users until the end.
Add references to the brand’s local memes or to what was shown in other videos: this helps reinforce brand recognition and also motivates users to watch other videos on the account. However, it is important not to overdo it and to use only what truly received a lot of engagement from followers and is already familiar to them.
Do not mix formats in one video: the key to a good script is a clear form. If a script is being developed for a challenge, you should not add a long product description or answer questions there.
Do not overdo it: a TikTok script is not a movie script 🙂 It is enough to define the video format, write the title and hashtags, come up with the video structure, add a hook, define the goals and the audience’s pain points. Everything else is a matter of creativity!
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