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Creating a Custom Video Concept

Tips for creating concepts that work well for TikTok campaigns.

Steve Kim avatar
Written by Steve Kim
Updated over a week ago

Tips for Custom Video Concepts:

  • Keep it concise: Limit your description to 1-3 sentences.

  • Ensure clarity: Make it easy to understand and execute.

  • Be explicit: Avoid vague language.

  • Simplify: Avoid complex or hard-to-execute ideas (e.g., specific outfits or travel).

Simple concepts perform the best. Requiring dances or detailed requests (i.e. outfit changes) may lead to fewer creators using your sound.


Note: Method #1 is the top-performing method in our campaigns.

Method #1 - Describe a General Theme

Describe the theme, feel, or emotion of the videos you want. This will allow TikTok creators more creative freedom.

Examples:

  • Make a feel-good video about someone or something you love.

  • Create a nostalgic video about your dog, family, or friends.

Method #2 - Write a Specific Concept

Write out a specific idea if you want consistent videos. Include an example video if possible.

Example:

  • Share your favorite summer highlights! Whether on beach days, road trips, or fun with friends, we want to see your favorite summer moments. Please reference this example video.


Tip #1: The simpler your concept, the more creators will participate.

Avoid:

  • Learning or creating a dance.

  • Changing clothes or applying makeup.

  • Involving multiple people.

  • Acting out a skit.

  • Traveling to a location.

Tip #2: Give Creative Freedom

Allowing creators to adapt the concept makes videos feel natural and tends to get more views.

Tip #3: Refine Your Idea

Here’s an example of refining a concept:

Before Tweaking:

  • Hard to execute, little creative freedom: "Make a montage of 10 things you learned from 2020 using the green screen effect with a montage of images from throughout the year."

After Tweaking:

  • Easy to execute, leaves room for creativity: "Share one thing you learned from 2020. Using the green screen effect or making a montage of images throughout the year is optional."

The revised version is simpler, requiring only one thing and making additional pieces optional.


Will Your Concept Always Be Used by the Creators?

Creators are asked to follow your concept, but it’s the artist’s responsibility to review the videos. You can reject videos that do not follow your concept.

If you reject a video for a valid reason, the budget will be returned to your campaign so more videos can be made.

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