When it comes to which videos perform well on TikTok, it often depends on how the videos are edited and put together.
Very few people are willing to watch a poorly edited TikTok video until the end, and this is especially true for business profiles.
In this post, we take a look at the editing options TikTok offers for videos in the app, as well as which other tools can be used to edit videos that can help a business reach far with their content.
High expectations for businesses
TikTok has, if anything, made video content the wild west; it is no longer possible to precisely predict which videos will perform well, as new content is constantly being produced with new trends and effects.
Sometimes, you even see videos with poor lighting and almost ironic editing go viral and receive positive feedback from users.
However, this will much more likely be the reality for private users on the platform, not to the same extent for business profiles.
For businesses appearing on the app, on the other hand, there will be high expectations from users regarding the content published. The sheer amount of content is so enormous that it requires the right strategies and editing techniques to stand out.
Is TikTok interesting for businesses? Learn more in my post here.
Editing using TikTok
TikTok offers a range of editing features by default for videos either recorded directly on the app or uploaded afterward.
These editing options include:
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Visual effects and filters.
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Sound effects and transitions between clips.
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Adding text and stickers.
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Adjusting sound and clip length.
For many users, these editing tools are more than enough to create their desired videos, designed and tailored to fit directly into the TikTok feed.
There are options for everything from green screen effects, stitch editing, and using video templates, where TikTok automatically stitches your video together.
For others who want more advanced editing techniques and features, there is a wide range of external editing tools that are tailored to TikTok’s video format and can be used to further refine content published on the app.
Popular external editing tools
In addition to TikTok’s own editing functions, external editing tools can also be used to achieve more advanced features.
Below, I have gathered some of the most popular ones:
CapCut
You have undoubtedly noticed how many TikTok videos are edited using the editing tool called CapCut.
This is a tool owned by the same company as TikTok and offers a plethora of editing options that are quite advanced, involving everything from sound, text, and transition editing.
Adobe
Adobe offers a range of editing tools that can also be used to edit TikTok videos.
This is a more professional editing tool that can provide advanced features such as color adjustment, sound synchronization, etc.
InShot
InShot is among the most used and user-friendly apps for editing TikTok videos and offers a wide variety of features to merge videos, adjust sound and clip length, add filters and effects, etc.
How should a business edit its videos?
It can be a bit of a jungle to navigate which effects and editing trends perform well, and which ones are already on their way out.
TikTok is a platform we have never seen before, and it’s essential to stay on top of trends if you want to be part of it.
For businesses, however, it can be beneficial to stick to a simpler editing style where there is no doubt about which product is being offered and why.
The editing style should be simple but also at a fast pace to maintain users’ attention.
Effects, text elements, and soundtracks should be incorporated where it makes sense and used in accordance with the company’s brand.
For example, if it is a creative brand, it would naturally make sense to incorporate a creative editing style with elements and effects that clearly indicate the type of brand it is.
Authenticity is key
It is also important to remember that users crave authenticity.
There is nothing less relatable than a perfectionistic setup that ultimately doesn’t convince users.
Behind-the-scenes videos of product development, photoshoots, as well as presentations of the company’s team can all contribute to giving a better and more personal impression of the business and what they have to offer.
In the end, this helps to build credibility around the company’s brand, and with clear CTAs, users have the opportunity to quickly click on the company’s profile or website and assess for themselves what is on offer.
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