When looking back at 2020, I’m sure all anyone can remember is the COVID-19 pandemic. But with the rise of COVID-19 cases, 2020 also saw a huge rise in the appeal and consumption of short-form video — especially on the app, TikTok.
Vine walked so TikTok could run
Short-form content — content less than a minute long — is not new to us. It has long existed since 2013, popularized by the now-defunct platform, Vine. This all began when users on that platform would create 6-second looped videos, creating all sorts of content, from synchronized dancing to “meme-worthy” comedy videos.
Consuming content on the go
Now, short-form content is even more popular than before thanks to TikTok, and Instagram’s Reels.
This trend can be attributed to a number of factors, including the shortened attention spans of consumers. In an age of constant distractions and an overwhelming amount of information available at our fingertips, people are less likely to spend a long time engaging with a piece of content. Instead, they want to quickly consume information and move on to the next big thing.
Another key driver is the increasing use of mobile devices. With the convenience that smartphones and tablets bring, more people are consuming content on the go. Hence, they are looking for shorter, bite-sized pieces of content that are easy to consume on a small screen.
Leverage short-form content
Platforms like TikTok, Instagram, and Twitter are designed for quick, snackable content, and they have become a go-to destination for millions of people looking for entertainment, news, and information. And leveraging them is easier than you think!
We previously talked about the power of customer reviews, and how it has the power to influence potential consumer’s purchasing decisions. Instagram Reels makes it really easy for you to share testimonies — simply repost any User-Generated Content (UGC) by getting existing consumers to contribute a video testimonial.
With the increase of users on these platforms each year, demand for short-form content continues to grow. Therefore, the number of users marketers can reach with ads on platforms like Instagram’s Reels feed and TikTok is bound to increase.
Is going viral a bad marketing strategy?
Both Instagram Reels and TikTok present an endless potential; it allows you to reach new audiences that seemed impossible, simply with a trending video.
Now, wanting to go viral isn’t bad. But trying to go viral isn’t a good marketing strategy. The internet and its algorithm are unpredictable, and unless you have the pulse of knowing what the next big thing is, it’s always safer to create authentic content true to your brand.
It is also what makes them hooked. Relatability is the strongest tool in short-form content, and when executed correctly, it helps you stand out in the loud market we’re living in. Remember, audiences want to connect with your content, and that connection is what makes people share your videos around!
There are billions of people across the many social media platforms out there, and this number is bound to increase with each passing year. From Facebook to Twitter, brands and businesses are always looking for ways to connect with their audience, be it in the form of tweets or branded assets.
However, as simple as it may be, oftentimes these brands and influencers tend to make the same mistakes over and over again. This causes them to ask the same old questions, “Why are my followers not seeing my posts?”, “Why am I not seeing results?”, “Why am I not growing?”.
Therefore, we present to you 7 common mistakes in social media management — a handy guide in ensuring you don’t make the same rookie mistakes.
Not switching to a Business account
First and foremost, not updating your Instagram profile to a business one can harm your brand. While Instagram Business and Creator profiles might look similar to each other, they are intended for different purposes and users.
Creator profiles are suited for influencers, creators, celebrities, and artists. Whereas Business profiles are intended for brands and organizations.
Making this switch allows you to unlock Instagram’s tools and features that are designed to help you grow — most importantly, Instagram in-app analytics.
Not leveraging Instagram Stories
Introduced in 2016, it was initially seen as Instagram’s efforts to imitate the Snapchat feature with the same name. However, it has grown to become a key feature and marketing tool on Instagram as it allows users to post whatever they want for a limited time.
Unlike evergreen content that is meant to stay forever (depending on the user’s intention), Instagram Stories are ephemeral content that’d last for 24 hours before disappearing forever (unless posted on “Highlights”).
So why does ephemeral content work? Well, it’s natural to have a fear of missing out (also known as FOMO). And just like limited sales, it evokes a sense of excitement and inclusivity which encourages users to check out this fleeting content before it’s gone forever.
Buying likes and followers
It’s true that having big numbers says a lot about a company, celebrity, influencer, and creator. However, there is also a misconception that the amount of likes and followers measures the level of one’s success.
Well, most influencers receive money in exchange for a post or two, having a large community of followers doesn’t guarantee the success you think it does. Using these gimmicks to grow your profile, not only goes against the platform’s guidelines but also diminishes your credibility and tarnishes your reputation.
But rather, focus on building your engagement rate which allows you to grow without vanity metrics. Vanity metrics are statistics that may appear spectacular on the surface, but don’t translate to any business value. For example, follower and view count.
Failing to engage in conversations with your audience
On that note, prioritizing follower count over engagement rate is also a mistake that’s going to cost you in the long run. If you’re just starting, sure, it’s good to strive for a higher follower count. However, the higher your follower count, the harder it is for you to achieve a good engagement rate. Hence, when you’re starting, engagement rate might not be an issue.
What many users fail to understand is that there is no use having millions of followers, with an engagement rate of less than 1%. That is why you need to start boosting your engagement rate, by simply creating content that people want to engage with.
If your posts aren’t gaining any form of engagement, it’s a sign for you to reevaluate the type of content you’re putting out. And when your audience is finally engaging with your content, don’t forget to engage back!
Not defining your target audience
There are millions of users out there. This makes it crucial to streamline your audience, so it reaches the right users.
Not everyone on the platform will relate and connect with your content, and no matter what hard work you put in, if you aren’t able to understand your audience, you’ll struggle to achieve the results you want.
Therefore, defining your target audience, allows you to focus your marketing efforts on users that matter.
Treating all social media platforms the same
Another rookie mistake is to treat all social media platforms the same. Each platform is unique and users on each platform digest content differently.
By seeking to understand how each platform works, you’d be able to learn the language of each platform and better communicate your objectives without missing the mark.
Understanding your audience can also help you to increase visibility and with engagement from the right audience, processors would be able to promote your posts to the right audience.
Coming on a little too strong
With billions of combined users on social media, content fatigue is very real. It describes the exhaustion users face by constantly being surrounded with NEW content all the time, and being unable to keep up with them.
To stand out among the crowd, you need to engage and not flood your followers’ feeds with content every second of the day. By doing so, you’re causing your followers to dislike your brand. And soon enough, you’ll see your follower count take a nosedive.
Therefore, it’s okay to take a break once in a while, and only put out content that matters — not for the sake of putting them out and overwhelming your audience.
Bonus: Not tracking or using analytics tools
Your social media strategy should be constantly updated to keep up with this ever-changing industry. A great way to move forward is to see the impact and performance of your past efforts.
Therefore, by tracking your posts and using analytics to gather insights, you’re able to weed out content that underperformed or failed to achieve its intended purpose. It also allows you to know which content your followers are engaging well with, which only means one thing; you’re on the right track!
We all click photos of our pets and pamper them with our love. Occasionally, we also post some cuteness-overloaded pictures for all to enjoy across social media platforms. Generally, images and videos of pets garner greater attention. Have you ever considered making a career using this natural attention that your pet receives?
Like all content creators, a pet influencer must have a recognizable personality. Our pets cannot talk to us, but they have quirks and traits that differentiate them from others. We should emphasize characteristics that make them weird, fun, and lovable. We all talk to our pets and imagine a reply they would give us in our heads. Put that out for the public to enjoy and create a consistent persona with our pet’s characteristics.
Grow Your Skills And Followers
A full-time job requires investment. Therefore, planning to be a pet influencer’s parent will require time, money, and dedication. Social media is filled with influencers coming up with new content ideas every other day. To stand out, we need to polish our skills and methods.
Equipment
Tripods are important : Smartphones can take decent images and videos to get us started with our pet influencer account. But, to grow our social media account into a full-time hustle, pet videos and pictures must be high in quality. Therefore, we must invest in equipment like lights, cameras, tripods, and stabilizers.
Photography and Cinematography Skills
Proper equipment can only alleviate our images and videos to a certain extent. However, truly bringing the best out of our pets requires learning new skills and techniques. We should practice taking pictures of our pets and try to improve upon them.
Learn about the camera
Photography and cinematography courses are readily available across the internet, and they can help us understand the minute details that are too complicated for a casual hobbyist. For example, how to utilize natural and artificial light in our photos and videos, use tripods and stabilizers, the correct camera setting depending on the environment, etc.
Followers
With a unique personality, the proper equipment, and the necessary skills, we can start building a fanbase. Consistency is required when it comes to social media following. Utilizing photographs, videos, stories, shorts, reels, and live features of a platform is necessary to maintain consistency. To be consistent on instagram, you can use an Instagram reel makerto create posts quickly and easily.
Track activity and engagement
Using stories and comment sections, we should interact with the pages and accounts of different pet influencers to attract followers of our own. We can also use hashtags to increase the visibility of our pet influencer content.
Start Monetizing
Once we have built up a loyal fanbase of a considerable amount, say 10,000 followers, we should start looking for sponsors relevant to the page. Like all other businesses, influencer management is also dependent upon networking. Some brands might approach us themselves for paid promotions , but we should also prepare ourselves to pitch our business to the brands.
What to Pitch?
It is important to define clear goals and requirements. While brands usually engage in paid sponsorships, some might offer an exchange of products and/or services, and some offer a mixture. Receiving perks like a day at a pet spa or free access to toys and other goodies is lucrative. But we should always assess the worth of our page and quote a fair price.
Dog spa and grooming
Firstly, we should get a rough idea from other social media accounts. Brands that usually sponsor those accounts will be interested in our social media page.
Next, approaching brands via email is the best method. We should highlight to the sponsor that our pet regularly uses and loves their products. Mentioning the natural, strong growth of our pet influencer account is necessary. It will help us ask for a price that we think is fair.
And finally, we should stay in our domain. Reaching sponsors that are relevant to our pets is very important. Endorsing a dog skincare product if our pet is a Persian cat makes little sense.
Affiliate Programs
Affiliate marketing can help us earn a good amount of money. It is a referral program where a retailer pays us commissions for every purchase made using our affiliate link. We need to divert traffic from our social media page to the retailer site to earn money. For example, if we have a YouTube Petfluencer account, we can make youtube videos and put a link in description to promote affiliate products.
Affiliate merchant
Joining the correct affiliate merchant can be a tricky part. Some merchants provide better commissions, sales, and bonuses over others. We should do proper research before partnering with a merchant.
Promoting products we vouch for is a healthy way to gain the trust of our followers. But it is not always the case. We can promote products we have not personally used if we are assured of their quality. Moreover, affiliates and sponsored posts should be mandatorily disclosed, and we should follow all the guidelines.
Merch is Cute and Profitable
Thanks to our lovable pets’ unique personalities and fan following, merchandise will sell like hotcakes. Physical products with cute designs and photos of our pets can be sold at merchant websites that act like affiliates.
These merchants stock up on socks, shirts, t-shirts, hoodies, and even pillows. They are direct-to-print merchants that print a design only after an order is placed. Therefore, inventory management is a non-issue. They are the ones who build websites for our products; we only need to design and promote them. Instagram is a great platform to promote merchandise. To create some engaging stories with minimal effort, you can use some prebuilt Instagram story templates.
Pet merchandise
Wrapping Up
While being a pet influencer parent is a full-time job, it is one of the most rewarding and fun career paths. However, it can be difficult to make a living from it. Earnings come from sponsors, affiliates, and merch only after we have built our brand using interesting content. Interactive social media filters, apps, and tools like Instagram reel makers to produce content on the go. All this can be done alongside having fun with our pets!
Have you ever come across a mother-daughter pawdel duo? Uncommon, but not a rare sight. Let me introduce you to Scarlett and Penne!
The AUSSventures begins
Scarlett is a two and a half years old Red Merle Mini American Shepherd, also known as Mini Aussie. Penne, a Red Tri Mini American Shepherd, is her four-month-old daughter.
Their story began in May when Scarlett gave birth to a litter of eight puppies*; four boys and four girls. The entire litter of puppies was named after Pasta noodles — voted via Instagram polls — with Penne being the second pup to enter the world!
*Check out their Instagram Stories to watch Scarlett’s entire pregnancy journey.
The litter has since gone their separate ways, renamed, and taken into different families. However, the puppies would appear on their social media now and then for a mini-reunion, staying connected forever!
Zeus (left) spending time with his mom, Scarlett (right)
Thrill-seeking Aussies
Miniature Shepherds are active and athletic, and our two Aussies are no exception! Scarlett is the master of tricks — knowing 10 — Penne, on the other hand, is still a work in progress. But one day she will know just as many as her mom!
Their parents love making reels of all the crazy things they do, especially documenting all the AUSSventures they partake in on Instagram and TikTok. They can be frequently spotted taking boat rides, swimming, hiking, and playing tug of war with each other — what an adventure!
Scarlett becomes a #PawjourrPetCreator
It’s a dog life
Our favorite Aussies appeared in many campaigns this year, which allows their hooman to put their skills to the test.
Since joining Pawjourr as a pet creator, Scarlett has been a part of two campaigns. As Scarlett tends to get anxious easily, it only makes sense that our creators worked with Finn and Tailspring. Scarlett has benefited a lot from Finn supplements and Tailspring goat milk toppers, these calming aids have helped Scarlett in more than one way; these calming aids do not just soothe Scarlett, they also serve as nutritious treats!
Daughter Penne was featured in her first campaign this past August – yay! Unlike her mom Scarlett, Penne isn’t suitable for all the campaigns available. However, Aroma Paws pet shampoo is perfect for young pups like her. This is because their coats are softer and more delicate, which requires more care.
Scarlett and Penne hoping to join their hoomans in Italy
Versatile creators
The brands that Scarlett and Penne have worked with this year all share one thing in common: pet wellness and health.
Our creators do not just share the action-packed adventures they take on. They also use their experience and exposure to good use, showcasing brands that aim to improve the lives of pets.
As doggos of different ages, Scarlett and Penne would require different products that meet their different needs. This would come in handy as it allows our creators to showcase a variety of products to target a wide range of audiences — the perfect fit if you’re looking for creators that are versatile.
Want to connect with creators like Scarlett and Penne? Reach out via hello@pawjourr.com now!
It can be hard to figure out which media channels to use for your company. Every social media platform has a different type of distribution content, not to mention different target audiences and media cultures.
Fret not. Once you understand how the different platforms work and what kind of content best fits the audiences, you’ll be going viral and gaining a following in no time. Right now, video content is crucial in marketing your products and getting your brand out there. What’s the difference between Instagram reels and TikTok videos?
By Pawjourr
Instagram Reels
For starters, just because they’re both video-based content doesn’t mean they are the same. The two media platforms are giants in their own way and have different ways to connect to audiences.
Instagram, the old classic. It’s been around for a long time and chances are, your company already has an Instagram page of its own where you post your own branded content. Mainly a platform that posts images instead of videos, all that changed when Instagram reels were introduced in 2020.
Typically lasting 15 to 60 seconds, these reels allow you to further your audience and reach. While Instagram stories are tied to your page and only your followers are privy to your content, your reels are discoverable through the ‘Explore’ page on Instagram and there’s a higher chance of your video being seen by new users.
By Pawjourr
Due to the nature of the platform, content on Instagram is inclined to be a little more formal. That doesn’t mean all the fun stuff should be taken away but rather, educational videos for your brand’s community and polished informative videos are more likely to do better.
You can also decide whether or not to have it displayed on your grid layout – you can move it to the reels tab instead. That way, your content can be curated in a different way than your images. Personalised vlogs, special takeovers and campaign videos all fit the bill!
The underdog that grew in popularity during the pandemic, is not to be taken lightly either. Even though it hasn’t been around as long as Instagram, the chances of going viral tend to be much higher and your content has way more chances of reaching new users due to the platform’s ‘For You Page’ algorithms.
It might seem like TikTok isn’t the best platform for marketing your brand but it’s a huge window of opportunity. In fact, 84% of marketers are diverting their attention to TikTok. The emphasis on community and vlogging allows brands to connect with their customers while marketing their products with ease.
By Pawjourr
The nature of TikTok videos tends to be more candid and real. Think of funny sketches, down-to-earth conversations and product reviews. In truth, it can be anything. The beauty of TikTok is that, unlike Instagram, there’s less pressure to curate your feed and create a unified brand of content. Since users are mainly scrolling through videos on their FYP, your videos will most likely be viewed individually.
By Pawjourr
When to use IG Reels or TikTok
Even though there isn’t a strict rulebook you have to follow, after trial and error, you’ll find that your brand will be connecting with different communities on both platforms. Social media statistics show that TikTok’s users point to its rising popularity amongst teenagers while Instagram frequents both young adults and teens.
The advertising opportunities on the platforms differ slightly. While Instagram is no stranger to including ads in your feed, TikTok puts a big emphasis on creator-based ads against Instagram’s ‘shopping’ section and shoppable ads.
TikTok also tracks both the brand’s profile as a whole and the individual video performance. This means overall metrics, total playtime and geolocation. Instagram reels offer the general analytics you’re used to, interactions, reach, and engagement statistics with reel-specific data to get insights on.
Take a look at the CatCare Water Fountain campaign in partnership with DogCare. Featuring Pawjourr’s pawfluencers, the two platforms saw different engagement statistics and results. Since the creative briefs were the same for the campaign, the style and content of the posts remain the same – the only difference was the social media platforms
By @maiathemeow on Instagram
The combined reach of the campaign, with 18 pawfluencers, was 129,000 accounts reached with 4,300 profile engagements.
Similarly, the campaign was also held on TikTok, featuring 12 pawcreators from Pawjourr. The results were 539,000 accounts reached with 6,900 profile engagements.
By @tabbyandtuxedocat on TikTok
Ultimately, you get to decide how your brand intends to curate your content and persona on these platforms. The difference between Instagram and TikTok might be confusing, but once you get the hang of it, it’s really rewarding.
Don’t forget that your brand stands a good chance of reaching different audiences through the two different platforms. Growing your community and brand awareness is essential in building your brand, but remember to keep your content authentic and sincere.
This way, no matter what you do, your content is sure to do well no matter what the platform is.
With our guides on making the most out of Instagram complete, we have shortlisted accounts that we feel make the cut for content creation. These pawpals serve a particular type of content, and they do it well enough that you can take inspiration from them for your own pawpal! From paw vloggers to fashion pawdels, stay-home cats to outdoor doggos, here are 10 Instagram accounts you should be following.
1. spongecake_thescottishfold
What do Sponge Cake, Mocha, and Donut have in common? No, they’re not confectionery, they’re cats! @spongecake_thescottishfold follows Sponge Cake and his two siblings as they travel around the world in their hooman’s arms. In between photos of the felines posing in their new ribbons, they also upload very wholesome Instagram videos of them walking down the bustling streets.
2. tuckerbudzyn
Pet parenting is a topic that all pawrents can relate to. @tuckerbudzyn is a Golden Retriever who wears his heart on his hekkin sleeve for his pawrent (or momager as they would call it) to share with the world. Now with a new son @toddbudzyn, Tucker has to show his journey as a pawrent too!
3. goodboyhuds
@goodboyhuds’ curated Instagram feed invites users to a snow-white landscape made possible by the light tones in his props, furniture, and even his environment. With all the elements out of the way, Hudson’s bronze coat holds your attention, putting the pup centre-stage.
4. _missygigi_
Gigi and her hooman chronicle their daily lives in their detailed photo journal, @_missygigi_. In perhaps an intentional design choice, Gigi’s photos are made dimmer and given the vignette finish to emphasise the memory embedded between the lines of each post caption.
5. myyzephyr
True to his name, Zephyr’s (@myyzephyr) feed shows the doggo having the time of his life with the wind blowing through his fur. While Zephyr’s photos are varied in styles, one thing’s constant — his hooman knows how to catch him at his best angles!
6. polar.woof
Polaris (@polar.woof) guides his followers around the great outdoors in his many adventures on his Instagram. Every photo transports you to another environment with the Samoyed’s sense of wonder pulling you into the thick of it all.
7. didi_the_fluffy_cat
Nothing says ‘classy’ like a furfriend who knows how to dress. Didi (@didi_the_fluffy_cat) fills her feed with OOTDs and costumes. With a wide range of outfits and a swagger to match, Didi shows her viewers who coolest cat on the block really is.
8. kyubi.ninetales
Fall in love with the magic of preparation and creativity when you look through Kyubi’s (@kyubi.ninetales) photos. Kyubi’s hooman takes photo shoots to the next level by making thematic photos out of various props and costumes, even making their own props like ribbons out of lottery tickets.
9. freyastormbreaker
Freya and Burger (@freyastormbreaker) are two tiny guardians with big hearts. The captions in their posts reveal a beautiful narrative (as interpreted by their hooman) and give their followers a peek into what makes these two puppers tick.
10. fuzziepals_
Two paws are better than one; double the trouble and still just as fun. Rigel and Gale (@fuzziepals_) play to their hearts’ content and cuddle with their hooman all day. Their open affection for each other can warm anyone’s heart on a cold day.
Feeling the spark yet?
Once you’ve ironed out the content that works best for your pawpal, get to creating! One day, you’ll be featured as a recommended Pawpal to follow on Instagram too!
Need more help on Instagram? Check out the links below :
Welcome back to Part 3 of our TikTok introduction! Learning TikTok’s functions have given you more confidence to make new videos, and you have probably recorded a few videos of your pawpals. So now is the best time to polish your content so you can reach more viewers on TikTok. Here are three tips that may sound simple, but will really go a long way!
Hashtag Etiquette
Hashtags are an important part of getting your TikTok noticed by others on their For You Page. Some TikToks as you might have noticed have even used #fyp (For You Page) and #ForYou. Before you go ahead with any of that, you should first use the hashtags that are relevant to your content. Popular hashtags to get you started would be:
TikTok may have the upper hand against Instagram in terms of video duration, but a long video is a double-edged sword. On one hand, the one minute limit allows you to show more of your pawpal being an absolute cinnamon roll (or troublemaker). On the other hand, TikTok users might not want to sit through a full 60 seconds without a good payoff.
With that in mind, a *better* TikTok needs two things:
A hook to keep them wanting to know what’s about to happen. The easiest way to make a hook is to time it with a song’s chorus or beat drops.
Quick transitions. An introduction scene should not last longer than 3 seconds.
The best TikToks have a good sense of timing and are short enough for people to want to watch it again immediately.
Fortune favours the brave. Likewise, TikTok favours the bold. Keep exploring new formats to play with your pawpal. Because the app also shows you TikToks that you might resonate with at the For You Page, you’re likely to find a video you like and would want to replicate. Not sure what kind of content you want to do? TikTok showcases new trends as Hashtag Challenges. While the only challenge is making the hashtag relatable to your pawpals, the only reward is more views and more content for your profile. The featurette does not limit itself to hashtags, it also shows trending music and trending stickers effects!
Weekly Hashtag Challenge
…Having a niche is okay too.
Did you find a type of content that your pawpal is really good at? Stick to it! If you’ve found a format that works for your pawpal, you can use it as a base and make content centered around it. A popular doggo on TikTok, @harlso, is really good at balancing things on his head. He is so adept at it, that users flock to his account just to see what else he can balance!
Always remember that TikTok is a wildly experimental platform. The sky’s the limit to what you can do! Keep looking through the Discover page to find ideas, and the For You page to find out what pawpals you like are doing. Have a look at our TikTok account to see how we tackle new trends in content creation!
For our second instalment of introducing TikTok, we will be going through the core functions in content creation when using the app. For those inexperienced and nervous about breaking into a new app, TikTok works a slightly different niche — community videos with strong collaborative potential. Videos created on TikTok are made with the idea that everyone can attempt to replicate or put their own spin on it, thus creating endless chances to become popular. So let’s look at the modes that you can use to make your videos more interesting.
Discover
First off is the Discover tab. This is the one-stop spot for finding new ideas for content to create with your pawpal. TikTok’s Discover feature sorts out all TikTok videos according to hashtags, filters and sounds. A sound that’s been used a lot will appear as its own category on the Discover page so that you can see what kind of content the sound pairs well with. Likewise, a filter that’s been used a lot will appear as its own category as well.
The Discover tab
One of these said effects is GIF Customiser, which runs a timer to take four shots and display them as a gif video. The appeal in it lies in the effect’s other function — recording the behind-the-scenes process of the gif. Pawpals in this video get the spotlight, of course. Just look at how clueless they are during the whole process!
Combining audio samples with a particular video style for a shoot is also a good way to get noticed, especially so when the trend was started by hoomans. A recent trend was “Infinity” by James Young, where TikTokers would hold a ring light behind them to create a halo and silhouette, outlining their body contours. Among the many parodies and alternative takes, pet TikTokers managed to fit in just fine and use the ring light in their own ways.
Record a video of yourself while another video is playing on the side/top/bottom/behind you. That’s all it is. While deceptively simple, the Duet function allows a lot of room for creativity. A Duet can be used to present images like you would a presentation, to do pet ownership or pet health TikToks. Alternatively, you can create a narrative from someone else’s TikTok. A normal video like your pawpal sitting at the dinner table with wine could look unassuming, but leave it to TikTok to find a way to make a story out of it.
If you’re making TikTok content to answer someone else’s video, then stitching would be an easy method to do so. Stitching allows you to use a clip from the video (or just the entire video) to start, then follow up with your own clip immediately after. Pawrents like you can share pet ownership stories using this method of prompt and response.
To be honest, the best way to learn about TikTok is through trial and error. Keep looking at people’s TikToks to see what’s interesting and think about how you can incorporate your pawpal into it. Have fun with the functions and maybe, just maybe, we’ll see your Pawpal trending in the Discover tab!
It needs no explanation that Tiktok is a staple for content creation in the digital age: it is the 4th most downloaded app in Singapore and has 689 million active users worldwide. Most people prefer short clips over static photos, and TikTok is the perfect platform for such content. Videos on TikTok can be made much more easily compared to fully 16-minute Youtube videos and can be completely edited on the go.
So here’s what you’ll need:
Camera phone
The TikTok App
Content creation in TikTok takes advantage of the new, mobile-first generation. Like Twitter and Instagram, the app is driven by discovery and self-expression. Done right, your content can reach a wide audience. Done better, it can leave a positive impact on your viewers and inspire them to make a difference.
Making TikTok work for your pawpals
Keep it simple!
As short as TikTok already is, try to keep your content between 15-30 seconds long to hold your viewers’ attention without it feeling too long. Your video will be one of tens or hundreds that your audience will be seeing in one sitting. Keep your message simple and they’re more likely to remember it.
Shoot vertically
Take advantage of the full-screen experience! TikTok is one place where you don’t want to be rotating your phone for every next video (also because their app layout is fixed vertically). The recommended aspect ratio is 9:16. Shooting 16:9 just makes the video very small since you can’t zoom-in a video the way you would an Instagram post.
Use effects and texts
One thing that you might underestimate is the variety of effects and modes TikTok offers (we’ll cover this in another article). It helps if your video feels like something that can only be made with TikTok and not Instagram Stories or YouTube Shorts, so try to utilise all the tools at your disposal.
Use a good cover photo
A tried and tested formula from Youtube’s development: Choose your cover photo. A cover video serves as a glimpse of the video and the viewers should expect. If you don’t choose it, TikTok’s A.I. picks it for you.
TikTok is wildly experimental, so don’t be afraid of making new content. You can also follow us on tiktok @pawjourr to see how we make our content. Next week, we’ll be covering various TikTok functions, so stay tuned!
If you’ve been on Instagram long enough, you’ll have heard that the best way to get ahead of the curve is to post at ‘peak hours’. Timings where traffic is highest so users will see your posts immediately a.k.a The Chronological Feed. Sadly, that no longer works. In a new update, Instagram rolled out the newInstagram Algorithm 2021, which is designed to decide what content you get to see when you open the app.
The algorithm at its core
Instagram’s new algorithm basically ensures that the posts and stories you see right away are the ones you want to see. Your followers all have their own habits and browsing routines, so the algorithm is summed up in four factors:
Information about the post — Is that post a photo, a carousel, or a video? Where was it published from? How long is the video?
Information about the poster —How interesting are you to them? How often do people engage with your content?
Browsing activity — Do they tend to watch a lot of videos? What type of content do they typically engage with?
Interaction history — Do they typically like or comment on your posts?
The algorithm in Instagram Stories is similar and more obvious — Stories of accounts you interact with most often get pushed to the front, regardless of whom posted most recently. However, since Stories are shorter and can be binge-watched, your followers are more likely to swipe to your content.
Interactions that affect the algorithm
When prioritising content for each of followers, the Instagram algorithm puts into consideration five forms of interaction that supplement the factors we just mentioned. These are:
Time spent — Will they bother to spend time on the post?
Likes — Will they like the post?
Comments — How likely are they to comment on the post?
Saves — How likely are they to save the post?
Taps on Profile — How likely are they to tap on the profile after seeing the post?
Do you want people to spend more time on your content?
The advent of the new algorithm provides us with the opportunity to explore video formats as well. If your followers are shown to like more dynamic content like videos and gifs, but you do not want to crowd your feed with too many types of posts, you can use Instagram Stories (which only lasts 24 hours but can be saved as highlights), or Instagram Reels (which has a longer duration limit and appears permanently on a separate tab).
Is this post likely to be liked or commented on?
If the content you are posting is supposed to drive engagement, it would be good to draw Insights from your followers as to what kind of posts do better on your profile. If polished, well taken photos of your pawpal get more likes and comments than your casual pictures of them, then you can consider steering your profile to a more polished feed.
Is this a post someone would save and come back to?
This is especially true for educational posts, like tips & tricks. Think about whether your post will leave your followers coming back to it for repeated views. Loopable videos like Jade Taylor Ryan’s TikTok of her cat Ed dancing to Mr. Sandman are comfortable to watch over. And over. And over again.
Does this post include a CTA (for example, “Click the link in my bio”) that will prompt someone to tap on your profile?
If you have campaigns, promotions, or events happening on your profile, your posts should include a CTAso that your followers know there’s more in store when they go to your profile.
Now that you know…
It’s always important to remember that Instagram is always upgrading its algorithm. What works now may not work next year. So while this guide is still relevant, please take this opportunity to experiment with the content you are making and most importantly, to have fun with your pawpal while doing so
