How to Gather Video Content for TikTok and Instagram

Tiktok and Instagram are two of the fastest-growing social media platforms, especially among younger users. Short video content has grown quickly in the last five years, both in consumption and production. But many businesses struggle to dedicate time and resources to the trend, or they’re unsure of how to engage. Let’s take a look at a few tips to gather short video content for TikTok, Instagram, and similar platforms economically.

Why Short Video Content?

TikTok, and other short video platforms, have seen meteoric growth. In 2019, TikTok’s Q4 revenue grew over 300% compared to Q4 of 2018. The platform also generates a surprising high rate of engagement; average users spend about 26 hours on the platform monthly. A popular short video on the platform can generate billions of impressions.

Following the introduction of TikTok, Meta (formerly Facebook) quickly followed suit with Instagram Reels. Google noticed the trend as well, dedicating a part of their own video platform, YouTube, to YouTube Shorts. According to Hubspot’s social media trends report, marketers will invest more in short-form video content in 2022 than any other content type. This isn’t that surprising; video content tends to generate more shares, more impressions, and longer watch times, even when the videos are short.

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How to Gather Video Content for TikTok and Instagram: 7 Tips

Despite the compelling data showing the power of short-form video content, many businesses have struggled to gather video content for TikTok and Instagram, or start using any short-form video platform. Of course, low-quality video, or videos with the wrong type of message, can generate the wrong type of attention. Other videos generate high production costs, but not enough payoff. Finding the right balance point between content type and message, as well as costs and ROI is key. So, it’s important to have clear marketing goals in mind, a clear message, and a strategy for keeping costs low.

1. Define Your Goals

Jumping into the platform and getting video content for TikTok or Instagram can be a bad strategy without first clearly defining your goals. What do you want to accomplish on a short-form video platform? Simply taking advantage of a trend to get ahead of competitors may ultimately result in costs without payoff. Instead, set challenging, but realistic goals associated with your business. These might include:

Sales goals: Marketing management tools can help you connect your activity on the platform with specific sales goals in your online store or on a landing page on your website.
Awareness: Social media, especially short video content, can be a great way to spread awareness about a new product, store, or another release. However, these should be linked to a goal, such as a set number of impressions.
Web traffic: Your short video content may act as a hook or introduction to more meaningful interactions, and funnel users to your website or a specific landing page or sales page. You’ll need accurate marketing measurement tools to see where users are coming from, and if your video content strategy is paying off.
Campaign goals: Your short video content may play a role in a larger marketing campaign. Again, you’ll need accurate measurement and reporting tools to see which users are watching your content, and if they’re connecting with other aspects of your campaign later.

2. Refine Your Message

With your goals defined, you’ll then need a refined message. Without a clear message in mind, it can be hard to create content that will make sense with your brand and also resonate with your audience.

Consider the point or purpose of your message. Are you trying to share information, demonstrate a key product advantage, attract attention to your business, entertain your audience, or something else? Your short video content should align with your message.

Also, consider your overall brand identity. Is your brand formal and professional? Informational and optimistic? Irreverent and funny? Or something else? This can help you hone in on the right type of content, and the right style.

3. Work with Your Audience

In many cases, your audience may already be creating content around or adjacent to your business. Some businesses lend themselves well to video content, and these brands have leveraged user content with great effect. Other brands may have a more narrow niche, but short-form video content can still be effective.

To get video content for TikTok and Instagram that actually works, you’ll need to do some research. What type of content are users creating in your industry? Take a look at relevant trends, and the most popular videos and content creators in your space. Are any users creating content directly related to your business?

You may be surprised by the number of customers or people in your audience who are already creating valuable content. This might include video reviews, product demonstrations or informational or instructional videos. With permission, you may be able to share these videos on your own platform.

Finally, seek out your brand evangelists. These are the customers who truly enjoy and are excited about your brand. They may have already created video content about your business. Or, they may be persuaded or incentivized to do so.

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4. Work With Your Employees

No one knows your business like your employees. With an organized system for sourcing video content from employees, you can easily generate authentic video content. Ask your employees to take short films of the parts of their job that they find interesting, or which they’d like to share with others. This might include how-to videos, new product unveilings, behind-the-scenes looks, or something else.

You’ll need a system where employees can easily submit their videos, you can review them, and post them (or not). It’s important to maintain a cooperative relationship with employees, and be sure you are not expecting content creation without offering incentives in return.

5. Create a Video Content Development System

Whether you are creating content by yourself, working with your employees, or working with a video development team, it’s important to have an organized system for creating content. This may require a bit of trial and error at first.

The most important elements you’ll need are proper lighting, recording technology, and basic video editing software. You don’t have to break the bank to create high-quality videos. At first, this might be a time-consuming process, and you might not find value initially. However, once you have your technology and process perfected, you—or your team—will be able to create and refine your videos faster.

6. Work with Creators

Most likely, there are a few popular, short video content creators in your industry already. You don’t have to work with short content stars with millions of followers to generate interest in your industry. In your previous research, you may have seen which creators are creating content that is similar or adjacent to yours. Or, you may have noticed creators with audiences that are similar or adjacent to yours. Consider connecting with these individuals and starting a promotional partnership. This can help you extend the reach of your own videos, share content that resonates with your market, or simply bring more viewers to your profile.

7. Reassess Your Strategy

Nothing hits the mark the first time. After a month or two of creating short videos and assessing your goals, take a close look at what works and what doesn’t. What content drives engagement? For whom? When? How long? Noticing these trends can help you refine your strategy.

Remember that gaining traction on any new platform takes time. If you aren’t seeing results as you gather video content for TikTok and Instagram, consider creating a timeline, or setting expectations for growth. This will give you time to grow into the platform, but it will also help you know when to let go of a plan that isn’t working.