TikTok 05 Newsletter
Money, Storyboards & Trending Tips
Hello!
I am on my way to Italy. Talking of which. Erika from Deutsche Welle was so nice to sent some italian politicians that are active on TikTok following my very first list of politicans on TikTok last week: Matteo Salvini and Antonio Razzi. Thx a lot! Erika writes:
However, their use is not a political use in the classical sense. Theirs is a political message reduced to its essential core, very simplified in the content of thought, which however reflects a lot their personalities and also the target electorate. Italian politicians on TikTok seem to have understood this, and in fact the contents produced so far barely touch the key issues of Northern League or center-right politics and focus rather on the "fun effect". It is a work on the personal brand that responds to politicians' need to be popular. Popularity that can then turn into electoral consensus.
This week we will talk about:
💰Money & the Power
🍱 Storyboards
💹 Creating Trending Videos
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💰Money and the Power
TikTok has introduced a Creators Fund with some serious numbers. “We expect this Fund will grow to over $1 billion in the US in the next 3 years, and more than double that globally.” Seems as if that is much needed. TikTok largely doesn’t offer creators a way to make money from their popularity on the app (The Verge, Jul 21). Facebook Offers Money to Reel In TikTok Creators (WSJ, Jul 28)
While the US has not yet banned the app, more and more policy actors are keen on doing so. The US departments of State and Homeland Security, the US Army, and the US Navy have already banned TikTok on government issued-devices, and the Democratic and Republican national committees have warned against using the app. Biden’s staff must delete TikTok from their personal and work phones (The Verge, Jul 27). And after India and US, Japan looks to ban TikTok and other Chinese apps (Techcrunch, Jul 29). Meanwhile US investors looking to buy TikTok from ByteDance are valuing the viral app at $50 billion (Business Insider, Jul 29).
While all this is ongoing, some might be reminded of a bunch of battles we have witnessed: Persicope vs. Facebook Live. Snapchat vs. Instagram Stories. Only this time we have an entire culture clash and world politics involved. In my very humble opinion Insta Reels totally lacks crucial parts of the TikTok experience but we will see…..
🍱 Storyboards
Emily Bell, director of the Tow Center for Digital Journalism at Columbia Journalism School has written about: The modern dilemma of TikTok journalism. Here is my favourite quote
The TikTok debate within newsrooms might have a generational aspect to it, but it also forces more important conversations about what relationship journalism should adopt with technology platforms. And that concern is universal.
Meanwhile i have checked out a bunch of journalistic TikToks from Francesco Zaffarano´s list (currently 144) – as mentioned in last weeks newsletter. I still do recommend to save the app version on your home screen. That makes it easy to follow the accounts.
Let us dive deeper into one production by the Washington Post about privacy risks of using TikTok.
We have a quarantine setting here. Playing the Switch on your sofa. I guess viewers can relate (Comments: Whatcha playing on Switch? Zelda). Probably they recognize the canned cooked pork in the back (Spam - Haha).
Surprise Moment, catches the viewers attention. Important around here on TikTok otherwise the viewers move on fast. Atomic Content Consumption!
We have three camera settings here: total view, phone and screen. That is interesting enough for this little piece. There is a nice mixture of information and chitchat.
Great loop. Important to increase the watchtime. While this production is certainly not the most craziest, funny, complicated or extensive it is a good example on how to create a good infotainment TikTok that relies on personality, surprise and authenticity. Yes, i do not like that word either but it correlates with trust and that is central these days.
I have not yet seen visual storyboards for TikTok like the one above for Insta stories. But the social media planner app HeyOrca! obviously allows you to storyboard your TikTok in the tool. Have not yet tested though. Have you?
Here is a nice little Tweet about getting a new job as freelance digital producer because of TikTok:
💹 Create Trending Videos
These 14 tips are not life changing and not super special, but good enough for a little checklist. Decide on a Nice, Post at Least Once Every Day, Duet Videos, Interaktion, etc.
Otherwise check these marketing examples, consult a witch, ask an Iñupiaq or learn about life after TikTok in India.
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That´s it. I am officially on holidays now. But if you have tips, tricks, ideas, complaints or job offers please let me know. And now tell a friend about this newsletter. Thx!
Not a 100 % sure when the next newsletter will arrive in your letterbox. Probably in 2 weeks…
✌️Marcus
