TikTok's boom in Pakistan: Navigating the sudden surge in content creation

TikTok's intense growth has led to a shift in consumer behaviour, with short-form video content becoming increasingly famous in the community of various platforms, like YouTube, Instagram and more.

The platform's algorithm prioritised bite-sized, visually-driven content, making it ideal for businesses to reach their target audience. As TikTok continues to evolve, it's clear that short-form video content is here to stay. 

Short-form content on TikTok

Short-form content is defined as videos that are under one minute as you can view videos produced for 10, 15, or 30 seconds. This is what TikTok has categorised as short-form. 

However, over time, it's also noticed that plenty of partners and creators have started creating long-format content — anything that's over one minute and under 10 minutes. 

According to TikTok Marketing Lead Saif Mujahid, "Long-format content worked well for some publishers and media houses, such as Warner Brothers or Disney, as if they want to post a clip from their movie or a certain piece of extract from an episode of a famous show." 

"Long-format content is gaining much popularity in Pakistan," Mujahid added. 

It is important to note that there's no exact time limit for uploading content, and you have to keep experimenting with different formats, and durations to find the result on which format and duration your content is gaining engagement in the broader audience. 

Content creators are said to have a clear idea of who your audience is, where and when they consume the content and what is the message to cover their engagement with your content. 

Mujahid spotlighted the types of content that can be reviewed to experiment or try to make your content more engaging and gain success on the entertainment platform, TikTok. 

Content types on TikTok

1. Reactive: It means that you're responding to current trends, hashtags, and challenges. At the same time, it's noticed that many creators know that hashtags and challenges are native to TikTok and brands have started doing that. For instance, Emirates Airline's content on TV is different from the content uploaded to the TikTok account. It is to be noted that with the help of trends, and hashtags, it gets easier for creators to make a popularity on the platform.
2. ProActive: This is what attains the creativity where you might need to begin making creative content — bring fresh ideas to communicate your messaging with the audience and get the reach globally.
3. Interactive: It is the type of content where you are using various tools and features to make sure that the audience interacts with you. For example, Bilal Khan launched his new album last year while asking the audience to duet with him on TikTok with the tool called "Stitch feature" — which allows you to combine a video on TikTok with one you're creating.

It is to be noted that users while making the content, keep the aspect ratio of 9:16 called vertical, as it is the default ratio set by TikTok.

Mujahid highlighted some do's and don'ts which we've compiled below to help creators better understand the content dynamics. 

Do's for TikTok creators

• Choose an appropriate thumbnail
• Use trending hashtags where required to be in content
• Use trending sounds/music
• Place text where visible to the users
• Apply stickers and effects
• Follow community guidelines

Don'ts for TikTok creators

• Post horizontal videos
• Post clickbait content as it would not benefit in engaging with the audience
• Lip-sync and Repetition
• Pass on misinformation
• Ignore feedback
• Post aggressive/insensitive content 

Meanwhile, the consumer journey on TikTok is not linear, but an infinite loop. Additionally, product superiority can be demonstrated at every stage.

TikTok has integrated support with artificial intelligence (AI) to spark creativity and enhance the user experience.

According to the company, AI-generated content includes images, video or audio generated or modified by deep- or machine-learning processes.

"Through the spark of creativity with AI, you can make content creation on TikTok accessible to all, regardless of creative maturity or resource availability," said TikTok Global Business Solutions and Partnership Manager Pakistan Faiza Zafar.

On top of it, it increases productivity and supercharges efficiency in content creation, making mass production hyper-personalisation, and constant iteration a reality. Disclosing insights through identifying cultural and industry trends along with campaign learnings, enabling informed decision-making and creative strategy refinements.

It is important to note that to support authentic and transparent experiences for the community, TikTok encouraged the creators to label content completely generated by AI. 

How to apply AI-generated content label on TikTok