How to create TikTok videos
Find out how to produce compelling video content for TikTok.
ßÏßÏÊÓƵ needs you
We need to get great stories out about ßÏßÏÊÓƵ – stories that engage, inspire and intrigue our audiences on the social media platforms they use every day.
This guide relates specifically to TikTok videos (ideally 5-90 seconds long) to support our student recruitment efforts. If you wish to create YouTube Shorts or videos spotlighting your research (which require a different approach), please read the separate guidance and speak to the Digital and Creative Media team.
When done well, short-form video for TikTok can entertain or inform without demanding too much time or attention. They are especially useful for reaching a younger audience who prefer quick content bursts, and can showcase expertise and personality in a natural and organic way.
This is where you come in. We’re asking you to create videos for TikTok where the content speaks for itself about who we are - implicitly exuding our academic excellence and our passion for our subjects - but it is important to note that these videos should in no way be a sales pitch for your course.
Know your audience
The thumb is quick to scroll. And the viewer can be ruthless. If their curiosity isn’t piqued within the first few seconds, it’s game over and onto the next video they go. So, what makes scroll-stopping content?
The most successful content is surprising, humorous and entertaining. It needs to be quirky, relatable, topical. It needs to spark curiosity. It needs to tell a story and be well structured but feel genuine and authentic. Heavily scripted videos don’t work. They need to be delivered in an engaging manner, so don’t be afraid to let your personality and passion shine through.
It may seem counterintuitive, but don’t reference ßÏßÏÊÓƵ, the course, or anything remotely ‘salesy’. We know this doesn’t work.
What content should I produce?
We’ve created three content pillars and provided examples of universities and academics who did it well. We’re focussing primarily on TikTok as we know it’s the most watched platform by our UG target audience, and it’s increasingly being used as a search engine for these users, so it’s vitally important we have a foothold here. You are not restricted to using these themes, think of them as a ‘starter for ten’. Your Schools Marketing Manager can provide further guidance if required.
Pillar one: Leaning into popular culture
Lean into topics that people are generally interested in or talking about. Think about what’s going on in the world, in the movies, music, TV shows, books, technology or even trends and memes and think of novel ways you can join the conversation.
The following examples work as they are light-hearted, tongue-in-cheek and are quite a jokey meme-able topic delivered by a credible academic. They were also well-timed, posted during festive periods and around major film releases.
- (510k+ views, 80k+ likes, 900+ comments, 12.5k+ saves, 13k shares)
- (39k+ views, 3.5k+ likes, 60 comments, 170 shares)
- (38.6k views, 3k+ likes, 800+ comments, 450+ saves, 230+ shares)
- (14.8k views, 580+ likes, 4 comments, 42 saves, 7 shares)
Pillar two: Busting common myths and tackling misinformation
In this cluttered world of information with so many unqualified voices, you could use your videos to bust the common myths that many people believe and tackle misinformation within your field of expertise.
The following examples work well as they are short, snappy and cut through the nonsense to give straight-up, science-backed advice on these topics.
- (325k+ views, 8.8k+ likes, 200+ comments, 1.6k+ saves, 495+ shares)
- (1k+ likes, 90+ comments, 130+ saves, 195+ shares)
- (8.8k+ likes, 700+ comments)
Pillar three: Share an unknown fact
There are so many unusual things within your subject that our audience would love to hear about. Use your video to tell them something cool, alarming or simply a fact that people probably won’t know but are likely to want to tell their friends about.
The following examples have an instant hook. The first example in particular covers a hot topic, something that people across the country have been affected by, encouraging a really active comment section on the video.
- (1.2m views, 145k+ likes, 2000+ comments, 16.8k saves)
- (58k views, 3k+ likes, 190 comments, 301 saves and 207 shares)
- (1.3M views, 160k+ likes, 400+ comments, 11.5k+ saves, 8k+ shares)
- (54k+ views, 1.5k+ likes, 3 comments, 90 saves, 70 shares)
Strategic use of #hashtags
Think of these as breadcrumbs leading your audience to your content. We recommend always tagging your video with #sussexuni and #university. Then add a mixture of popular ones, such as #YourDiscipline and #expert, and more niche ones related specifically to your content. Always remember to keep the hashtags short, engaging and clear.
What next?
Once you’ve decided that you want to create content to support recruitment (rather than directly promoting your research via YouTube Shorts), please contact your Schools Marketing Manager. They can provide further advice and alert teams that your content is coming, which is particularly important if it’s linked to an event.
Once you have completed your video, please send it to them so they can organise for it to be disseminated through the right channels.