Leave TikTok for selected stories, combine emotion with information, keep the sentences short and simple, and maintain the intrigue until the end. These are just a few TikTok management tips for the media shared by Radio Free Europe/Radio Liberty social media producer Angelina Lomakina during a training class at the Institute of Mass Information’s Media Hub Cherkasy.

Choosing the right content

Angelina said that before joining TikTok media outlets should get an understanding of not just how the platform works, but also who their audience is. The more narrowly you can define “your people,” the better.

“Purely socio-political, political, or, for example, music-themed media have been more successful in taking off on social media. Because it is easier for social media platforms to advertise this content to someone. With standard news outlets it can be trickier, because they often have to produce content that varies in subject matter, which ‘confuses’ the platform as to how the algorithms should target it,” said Angelina Lomakina.

Another thing worth considering is what media outlets can offer their audience and what content to post on TikTok. After all, one of the biggest mistakes is to upload same videos as to other platforms without adapting them in meaning and form.

“When we create content and it already looks neat to us, we need to ‘work’ on it if it is to go viral on social media. It’s not enough to just cut out a clip and post it. And not every piece of content needs to be posted to social media,” says the expert.

Angelina Lomakina advises media professionals to leave TikTok for selected stories only and not to forget about the added value of each one. For instance, you can adapt:

  • scoops;
  • analytics and news;
  • investigations;
  • shocking or emotional news;
  • people’s stories;
  • discoveries and inventions.

The expert listed several types of TikTok videos that tend to work for the media:

  • news and explainers;
  • interview quotes;
  • people’s stories;
  • “vox populi”;
  • “fun facts”;
  • quizes.

“Emotion and information are key to success. Especially if the video elicits a reaction, too. It doesn’t have to be a negative one,” said Angelina.

Writing the script

To make a video interesting to the audience, you need to write a detailed script beforehand. It is not enough to just cut out a clip from a YouTube video (unless it is an emotionally charged clip) or read out a paragraph from an article on camera. On TikTok, you should present information briefly and in simple sentences, adding an emotional component and, if possible, humor. And to try and maintain an intrigue until the very end while leading with the most interesting thing.

Simple language and short sententces are a key to a successful TikTok video script, said Angelina.

“Usually I just write down the facts I have first. Then I write them out briefly and simply, trying to identify the core information in each fact. It is advisable to say this core thing early. You can make a joke, if possible,” shares Angelina. “But you also need to maintain an intrigue until the end and save some facts for later.”

It is better to start the video with a “hook” – a phrase that will touch the viewer emotionally. And it is the hook that you should consider most carefully. It can be either an emotional line or an interesting fact, or a question like “did you know?”, “have you heard?” or phrases like “what really happened”, “a fact that will change your ideas about…”, “5 seconds and you will be expert in…”, etc.

“The more specific the information you provide, the better it sticks. Overdone hooks such as “5 interesting facts about…” may work worse. It’s great when the video has a hook followed by emotional sync,” noted Angelina Lomakina. “You should close with some conclusions, answers to questions, or predictions.”

Mistakes to avoid

The expert said that people often make the introduction too long without noticing it. And this filters out the viewers within the first seconds of watching. Moreover, sometimes it may not be immediately clear what the video is about.

“Make the script as conversational as possible. Record yourself reading what you wrote on audio, then go back and listen to it 10–15 minutes later. Will it be interesting for you to listen? The more you analyze yourself, the better your videos will be,” advised Angelina Lomakina.

The expert added that bureaucratic jargon, abbreviations, and passive voice are better omitted from the video. Do everything to make it easy and interesting for the viewer to watch.

“Design is also important. Consistent visuals will make you recogniseable. The video must have your logo, because if it goes viral, it will definitely get ‘stolen.’ It should also have subtitles. And it is advisable to use no more than two fonts at once,” advised the expert.

Anastasia Neboha, Media Hub Cherkasy social media manager