Guidelines of Shoppable Video Content Styles on TikTok

Guidelines of Shoppable Video Content Styles on TikTok

Published at Jun 3, 2024

#tiktokcreator

Table of Contents

HOOK

The first 3-6 seconds of your video are precious. Make sure the hook is related to the featured products. This ensures a smooth transition from the initial hook to the key message that follows.

KEY MESSAGE

Ensure your key message is connected to your product in a natural way. Keep your message engaging and appropriate for the theme by focusing on the positive benefits and selling points of the product.

CTA

End with a clear CTA to get your audience to take action. It should be easy to follow as the next step right after they watch your content, whether it’s verbally stated or appears as text.

Content Styles

Here are some content styles you can reference to help with the creative process:

1. Personal Product Review: highlights the values of a product through a personal narrative provided by the creator

2. Before & After: emphasizes the efficacy of a product by showing the impact to a problem or situation and the outcome following the use of the product

3. Unboxing / Opening: generates suspense for a product by showing it being opened and set up and ultimately providing value to the user

4. Step-by-step Tutorial / DIY: creates interest in a product by showing exactly how to use it and the value the product creates

Template: Personal Product Review

This template highlights the values of a product through a personal narrative provided by the creator.

STEP1: Creating a HOOK

Objective

Draw in the viewer by creating a connection with them:

  • Disclose your honest reaction to the product.

  • Make it personal by describing how you feel about the product.

  • Make it interactive by leading with a question.

  • Bring up a real situation you’ve experienced and what this product changed for you.

Content Suggestion

  • Have the product present.

  • Use text to draw users to a specific message

STEP2: Delivering your Key Message

Objective

Highlight why this product was worth sharing and talking about:

  • Discuss the great features that show the value of the product

  • Show how the product was able to meet a need you had

  • Share how this product solved a problem better than anything previously

  • Showcase how effective the product is in solving your specific problem

Content Suggestion

  • Show the product in action

  • Describe the different features of the product

STEP3: Closing the video with a CTA

Objective

Guide the viewer to action and why they should purchase:

  • Tie the purchase decision to the emotions you felt

  • Call out any price advantages that are available

  • Create a sense of urgency for purchasing if you know there is a limited-time sale or product has sold out before

  • Connect your experience with the product and why purchasing it will bring value

Content Suggestion

  • Talk through purchasing action

  • Physically indicate how to make a purchase

Template: Before & After

This template emphasizes the efficacy of a product by showing the impact to a problem or situation and the outcome following the use of the product.

STEP1: Creating a HOOK

Objective

Emphasize the change that is possible by using this product:

  • Bring attention to the popularity of a product

  • Showcase a distressing situation or problem

  • Create a personal connection to a common problem viewers might experience

Content Suggestion

  • Show the situation before using the product

STEP2: Delivering your Key Message

Objective

Showcase how the product solves the problem:

  • Talk about how effective the product is in solving a problem

  • Tell a story about a negative experience and how the product alleviated the problem

  • Explain how using this product is able to solve a problem better than a previous product

Content Suggestion

  • Show the product solving the problem

STEP3: Closing the video with a CTA

Objective

Use effectiveness of the product to direct the users to purchase:

  • Tie emotional satisfaction with a purchasing decision

  • Reiterate the effectiveness of the product and how it can be replicated for the viewer

Content Suggestion

  • Show the after of having used the product

Template: Unboxing / Opening

This template generates suspense for a product by showing it being opened and set up and ultimately providing value to the user.

STEP1: Creating a HOOK

Objective

Generate suspense and curiosity for the viewers:

  • Present the product as an affordable solution with good value

  • Give viewers something to look forward to

  • Share a key value proposition with the viewer

Content Suggestion

  • Show the product in packaging

  • Use text to create a demand

STEP2: Delivering your Key Message

Objective

Resolve the suspense by showing the value and setup:

  • Talk through the features and benefits of using the product

  • Demonstrate how easy the product is to setup and use

  • Show the impact of using the product after setting it up and talk through what it can accomplish

  • Discuss how affordable the product is while showing what it can do

Content Suggestion

  • Show the product being built

  • Talk through the ease of setup

STEP3: Closing the video with a CTA

Objective

Showcase the completed product/setup and recommend purchasing:

  • Tie in an emotion and how the product will create that for the viewer

  • Talk about the value of the purchase and why it’s a good deal for viewers

  • Summarize the features and how this product solves several problems at once

Content Suggestion

  • Show the product assembled

  • Talk through purchasing

Template: Step-by-step Tutorial/DIY

This template creates interest in a product by showing exactly how to use it and the value the product creates.

STEP1: Creating a HOOK

Objective

Give viewers the experience of seeing a product in action:

  • Give viewers an expectation of how the product is going to be used

  • Provide an emotion that gets created from using the product

  • Create a jokingly “false” expectation but show the positive outcome of using a product

Content Suggestion

  • Show the product

  • Tell viewers what they can expect

STEP2: Delivering your Key Message

Objective

Showcase how to use the product to the viewers:

  • List out and explain any instructions that come with the product

  • Show yourself doing what the instructions indicate

  • Display how straightforward or simple it is to use the product using a scenario

Content Suggestion

  • Provide a shot of the product being used

  • Have actions mirror instructions

STEP3: Closing the video with a CTA

Objective

Show the outcome and delight of using the product:

  • Explain the outcome of using the product

  • Tie in an emotion coming from having used the product

  • Summarize the experience of using the product and the value you get

Content Suggestion

  • Show the final outcome

  • Indicate and talk through the purchase process