Recently, I’ve been delving into branding research focusing on organic content for platforms like TikTok. What is the secret to success on video-focused platforms? 

In today’s digital landscape, creating engaging content for TikTok and Instagram Reels requires more than just creativity. It demands a deep understanding of how communication unfolds on each platform. To craft great content, you must first immerse yourself in these platforms. Being a rabid consumer is essential to mastering them.

For any content creator, the key isn’t just about producing but about consuming first. When you immerse yourself in each platform, you’ll start to see patterns, trends, and the types of content that truly engage. It’s a critical part of the content creation process that many overlook.

A significant issue plaguing brands today—especially on TikTok and Instagram Reels—is an overemphasis on selling products, promoting brands, and pushing strong calls-to-action (CTAs). This doesn’t mean you should avoid using CTAs in your social posts, but not every post or reel needs a hard sell. A performance-driven approach often overlooks the value of authentic engagement, which is key to success on these platforms. Social media marketing is a top-of-the-funnel sales approach where you are aiming to build awareness.

Why Consuming Content is Crucial

To create effective social media content, it’s essential to understand the platform’s culture. Each social media site has its own rhythm, language, and trends. By becoming a frequent user and observer, you’ll notice how people engage, what they find interesting, and which styles of communication resonate.

However, many brands make the mistake of treating every post as an opportunity to sell. This performance-driven mentality, driven by the need for measurable attribution, can backfire. On platforms like TikTok and Reels, users are looking for entertainment, inspiration, and connection. Overly promotional content often feels out of place, making it easy for audiences to tune out. The first step to creating compelling content is to understand what works and why—and that means focusing more on building engagement than driving conversions.

Internalizing Platform-Specific Communication

Every social platform has its own unwritten rules for what types of posts thrive. Here are some key questions to ask yourself as you scroll through content:

• How do people format their messages?
• What are the common themes or tones?
• Which posts generate the most engagement (likes, comments, shares)?

For example, TikTok thrives on authenticity, creativity, and humor, while LinkedIn tends to lean toward more professional and insightful content. By internalizing these styles, you can tailor your content to fit seamlessly into the communication style of each platform.

Brands that rely heavily on calls-to-action or direct product pitches often fail to resonate on platforms like TikTok, where users prioritize organic and genuine interactions. Instead, the key is to embed your brand’s messaging within content that feels native to the platform. 

Why This Knowledge Gives You a Competitive Edge

Knowing how to communicate effectively on each platform is half the battle won. It can be tempting to repost the same content across all channels, but this rarely works. TikTok users won’t appreciate a post meant for LinkedIn, and vice versa.

Brands should take special note here: focusing too much on product promotions and CTAs in your content can cause users to disengage. When your posts feel too much like advertisements, they can come across as inauthentic, making it harder to build trust with your audience. By adapting your content to fit each platform’s nuances, you’ll be able to connect with your audience more authentically and boost engagement.

Practical Steps to Becoming a Platform Expert

Here’s how you can start consuming content in a way that enhances your content creation skills:

• Spend time scrolling: Dedicate time each day to consuming content. Follow creators and brands in your industry.
• Take notes: Keep track of what works, and note trends, hashtags, and styles that are particularly effective. It is important to do this process multiple times per week, especially on TikTok, as trends change in a matter of hours or days.
• Engage: Interact with posts that resonate with you. Understanding why certain content makes you stop scrolling can provide insight into what will work for your audience.
• Shift the focus: Instead of making every post a product pitch, think about how your brand can provide value through entertainment, education, or inspiration. Reserve calls-to-action for only select posts.
• Experiment: Try different styles of posts and formats, and measure which performs best on each platform.

While many people seek to reduce their screen time, this immersion is incredibly valuable for social content creators. We need to engage with and understand the core operations of these platforms and what drives successful content.

Additionally, resist the temptation to focus solely on sales and CTAs. While measurable attribution is important, the true strength of social platforms lies in authentic engagement. Strike a balance between brand messaging and organic content that resonates with users, and you’ll build stronger, lasting connections with your audience.

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