1. Embrace a Balanced Content Mix
- Lifestyle videos: Showcasing real-life scenarios and product use.
- How-to and instructional content: Educating the audience on product benefits and applications.
- Product demos and brand introductions: Clearly explaining what the brand and products are about.
- Gimmicky or trend-driven videos: Adding a touch of fun and virality, but limiting these to about one in every five posts to maintain authenticity.
2. Develop a Structured Content Strategy
A parent-child approach to categorizing video content helps maintain clarity and consistency. For example:
- Parent categories: Lifestyle, Instructional, Product Demo, Brand Introduction
- Child categories: Specific trends, FAQs, transitions, testimonials
- This structure can be reinforced with dedicated TikTok playlists, making it easier for viewers to explore content types that interest them.
3. Focus on Repurposable Content
To maximize output and efficiency, Hayim recommends capturing generic shots during photo and video shoots. These versatile clips can be repurposed into multiple videos, such as voiceovers or different campaign angles, ensuring a steady stream of fresh content without the need for constant reshoots.
4. Balance Brand Tone and Engagement
Authenticity is key. Hayim suggests brands:
- Shift away from overly gimmicky or "TV sales" styles.
- Adopt a more empowering, honest, and respectful tone.
- Use a consistent visual aesthetic (e.g., pinks and neutral tones for a luxurious feel).
- Respond to comments with a mix of genuine, humorous, or even slightly sarcastic replies to foster community and engagement.
5. Leverage Algorithm Insights
Understanding platform algorithms is crucial. For TikTok, video watch time is a major factor in boosting reach. Playlists and a diverse content mix help guide the customer journey, increasing the likelihood of conversions over time.
6. Prioritize Volume and Consistency
Hayim notes that success on platforms like Instagram and TikTok is often a numbers game. Brands producing a high volume of videos (sometimes tens of thousands) see greater sales and engagement. Consistent posting, paired with a strategic mix, is essential for long-term growth.
Conclusion
By following Hayim E Paices' recommendations, brands can create a robust, engaging, and authentic video content strategy that resonates with their target audience and drives measurable results. The key is to balance creativity with structure, authenticity with entertainment, and consistency with innovation.
Follow Hayim Paices on LinkedIn: https://www.linkedin.com/in/hayim-edwin-paices/