TikTok is one of the fastest ways to build a brand and connect with audiences in a way that feels fresh and direct. But -sorry, Gen Z influencers- going viral alone isn’t enough if it doesn’t move the needle on conversions.
So how can you make your content stand out on this crowded platform and drive results? The answer lies in developing a well-planned TikTok content strategy that not only resonates with your target audience but also has the potential to increase sales.
With conversion rate optimization in mind, we’ll dive into ways you can leverage the power of AI to create a successful TikTok content strategy that drives engagement and boosts your chances of going viral.
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Table of Contents
How does the TikTok algorithm work?
Let’s start with the basics. TikTok’s algorithm plays a key role in determining who sees your content and how far it spreads, which can make or break a content strategy.
Unlike traditional social media algorithms that prioritize followers, TikTok’s focuses on content relevance and engagement, meaning even small accounts have the chance to go viral if their videos meet certain criteria. Here are the main factors TikTok considers when pushing content:
1. Watch time
TikTok rewards videos that keep users engaged. If your video’s watch time is high, it’s a signal to the algorithm that the content is interesting or entertaining. Videos with high completion rates (i.e., viewers who watch until the end) are more likely to be promoted to a wider audience. So, your content needs to hook viewers from the very beginning.
Also, when a viewer watches a video multiple times, it tells TikTok that the content is valuable enough to re-watch. This can help boost the video’s visibility, as repeated views show higher viewer interest.
2. Engagement rate
Engagement metrics are key indicators that a video resonates with the audience. Every like, comment, or share reinforces the value of the content, prompting TikTok to share it with a larger group. Each type of engagement is weighted slightly differently, with comments and shares having more influence than likes alone.
TikTok also pays attention to the quality of interactions though. For instance, thoughtful comments or meaningful conversations within the comment section suggest strong viewer interest, and TikTok is more likely to boost these videos.
3. Video information and relevancy
Some technical bits that are taken into account by the algorithm include:
- Captions and hashtags: TikTok’s algorithm reads captions and hashtags to understand the topic of a video. Choosing the right keywords and relevant hashtags (especially trending ones) helps TikTok categorize your content accurately, so it reaches the right audience.
- Sounds and effects: Popular sounds and effects increase a video’s chances of being shared, as TikTok tends to promote content that aligns with current platform trends. Using trending audio clips or visual effects helps your videos stay relevant within TikTok’s ecosystem.
- Editing quality: TikTok prioritizes high-quality videos with seamless editing, clear visuals, and good sound. While there’s flexibility in style, polished videos with high visual standards tend to hold viewers’ attention longer, boosting watch time and engagement.
4. User activity and personalization
TikTok’s algorithm learns about user preferences based on their past interactions. It customizes each user’s ‘For You’ feed by matching content to their viewing and engagement history. For example, if someone frequently interacts with fitness content, TikTok will prioritize similar content in their feed, giving fitness brands a natural way to connect with relevant audiences.
There are other factors influencing the algorithm, such as language preference, location, and even device, but these are the main ones explaining why you see what you see.
How to use AI for video content creation
1. Discover trending topics and hashtags
Staying relevant on TikTok requires tapping into current trends and popular hashtags. AI-powered tools can identify these trends as they emerge, ensuring you’re not missing out on opportunities to join conversations that matter to your audience.
Tools like BuzzSumo, VidIQ, and TrendTok track social media trends across different platforms, including TikTok. BuzzSumo, for example, uses AI to analyze massive amounts of content and detect rising topics. With it, you can see which keywords, hashtags, and themes are growing popular, so you can quickly align your content with audience interests.
2. Generate content ideas and scripts
Coming up with unique content ideas and creating scripts is time-consuming. AI-driven tools like ChatGPT, Copy.ai, and Jasper can generate fresh content ideas when you input keywords or topics. For instance, by entering “DIY skincare tips,” these tools might suggest video ideas like “5 Surprising Ingredients You Can Use in Face Masks” or “Why Your Skin Type Matters in DIY Skincare.” Each suggestion is crafted to grab attention and match TikTok’s short-form content style.
They can also help with creating quick and engaging scripts for your videos. With Copy.ai, you can input key points you want to cover, and the AI generates an outline or full script. For example, if you want to discuss eco-friendly travel, the tool can create a script flow that keeps the message concise and engaging—perfect for TikTok’s fast-paced format.
3. Streamline video editing
Editing can be a real time sink, especially if you’re not a pro. Thankfully, AI-powered video editors make it a whole lot easier to create polished, professional videos without needing deep editing skills.
Tools like InVideo, Pictory, and Magisto help simplify the editing process, automatically removing filler words, adjusting pacing, and adding transitions. InVideo, for instance, lets you just drag and drop clips, while it handles cuts and effects, so your video flows better and keeps viewers engaged.
These tools are especially handy if you’re trying to keep a consistent, high-quality look across all your videos without getting bogged down in manual editing.
Adding subtitles or a voiceover can really elevate your content, and tools like Descript and Zubtitle make it simple. Descript, for example, even lets you edit your video by just editing the transcript, so you can make fast, on-the-go changes. Plus, automatic subtitles boost accessibility and engagement, which is key for reaching viewers who watch with the sound off.
4. Analyze performance and refine content strategy
Knowing what works and what doesn’t is essential for keeping your content fresh and effective. So, here too, AI can help you massively giving you in-depth insights into your video’s performance so you can keep fine-tuning your approach and boosting engagement.
Tools like Sprout Social provide detailed data on important metrics like watch time, engagement rates, and click-throughs. These insights show you which videos are capturing attention and which might need adjustments.
Predictive AI tools like Emplifi.io and Crimson Hexagon (now part of Brandwatch) can even suggest specific tweaks. Emplifi, for example, might reveal that videos with an early call-to-action perform better, helping you make small adjustments that could lead to better conversions.
5. Automate posting and scheduling
Timing is everything on TikTok. AI-powered scheduling tools analyze when your audience is most active and help you post at peak times, ensuring your videos get maximum visibility.
Hootsuite, and Buffer look at audience activity patterns to recommend the best times for posting. Later even lets you batch-schedule your content, so it automatically posts when engagement is likely to be highest, helping you keep a consistent schedule without having to be online all the time.
If you’re repurposing TikTok videos for other platforms, tools like Adobe Express Content Scheduler (formerly ContentCal) are great for managing cross-platform schedules. ContentCal’s AI can even suggest the best times and channels for each video, making it simple to extend your reach without creating extra work.
Increase website sales with AI-powered personalization
Getting traffic from TikTok to your website is a big win, but it’s only the first step. Once visitors land on your site, you need to make sure their experience aligns with what caught their attention on TikTok.
This is where Pathmonk’s AI-powered personalization can make a major difference by creating a seamless journey from TikTok to conversion.
1. Align the website experience with the campaign
Pathmonk’s AI personalization adapts your site experience to match the specific campaign or source that brought each visitor to your page. This way, when a visitor arrives from TikTok, they’re met with a landing experience that feels relevant and consistent with what initially caught their attention.
If, for example, a TikTok video showcases a new product or a limited-time offer, Pathmonk’s AI ensures that visitors landing on your site are greeted with content that reinforces that same product or offer. This could mean prominently featuring the product, displaying related information, or echoing the campaign’s theme and messaging.
When a visitor sees the same product or message they saw in your content, it creates a seamless transition, making them feel as though they’re in the right place and encouraging them to explore further.
2. Personalize content based on visitor intent
Pathmonk’s AI doesn’t just show the right products; it focuses on understanding what each visitor is actually looking for. By analyzing how people interact with your site in real time, Pathmonk delivers personalized content, interactions, and recommendations that align with what each visitor is most interested in. This approach makes the experience feel relevant and helps guide them toward making a purchase.
Pathmonk can prioritize specific product lines or categories based on visitor interest. For example, if someone lands on your site from a TikTok campaign featuring a new product line, Pathmonk can adjust the homepage to spotlight similar products, keeping the experience consistent and making it easier for them to explore exactly what they’re interested in.
The AI also remembers returning visitors and adapts based on their previous interactions. If someone comes back to your site after viewing a few items, Pathmonk will highlight those products or similar ones, making it feel like the site “remembers” them. This personal touch keeps visitors engaged and encourages them to keep browsing.
Pathmonk also customizes calls-to-action to match each visitor’s browsing behavior. For instance, if a visitor spends time on a product page, Pathmonk can show a “Add to Cart” or “Get a Free Trial” CTA to nudge them toward action. For visitors still exploring, Pathmonk might suggest a gentler CTA, like signing up for a newsletter or looking at related products, to keep them interested without any pressure.
To build trust, Pathmonk can also highlight social proof, such as reviews or testimonials, especially for visitors who are closer to purchasing. This helps them feel confident about their choice, particularly for high-priced or unique items.
Pathmonk’s AI can even show relevant offers or discounts based on user behavior. If someone has viewed a product multiple times or hesitates on the checkout page, Pathmonk might trigger a discount to encourage them to complete their purchase. By matching offers to specific actions, Pathmonk helps remove hesitation and makes the final step to conversion easier.
With Pathmonk’s AI-driven personalization, every visitor gets a tailored experience that feels intuitive and helpful, guiding them from interest to purchase in a way that feels natural.
3. Improve conversions with a guided experience
Beyond showing the right products or offers, Pathmonk’s personalization is designed to guide visitors through a clear, purposeful journey on the site.
The AI delivers helpful prompts and relevant recommendations at key points in the visitor’s path, whether it’s highlighting similar products, answering common questions with targeted information, or nudging them toward a next step.
This guided experience reduces uncertainty by providing exactly what visitors need at each stage, helping them feel supported rather than overwhelmed. By ensuring each interaction is helpful and relevant, Pathmonk transforms browsing into a smooth journey that leads naturally from interest to action, increasing overall conversions
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Creating content that engages and converts: 20 AI-powered prompts
Staying relevant on TikTok can be a challenge with trends shifting rapidly, and coming up with fresh, engaging ideas is a constant demand. ChatGPT can be a powerful tool in your content creation toolkit, acting as a creative partner to generate ideas, build engaging scripts, and even help refine final touches—all with the goal of creating content that stands out and drives conversions.
Let’s get our hands dirty 👇
1. How to brainstorm unique and trend-ready ideas
Start with a broad prompt, like “Suggest some unique TikTok video ideas for promoting [product],” and ChatGPT can provide a range of suggestions—whether it’s fun challenges, educational content, or product highlights—that fit with your brand’s tone and audience preferences.
Here are some examples of prompts you could use with ChatGPT to spark creative ideas:
- “How can I jump on TikTok trends to build engagement for [goal, like raising awareness or increasing followers]?”
- “Suggest fresh, creative ways to promote [product/service] on TikTok that will stand out.”
- “How can I create a viral TikTok video about [topic] that’s engaging and unique?”
- “What are some ideas for TikTok videos that educate about [topic] while keeping the content entertaining?”
- “Come up with a TikTok content plan for the next month to boost awareness around [topic/product]”
- “What are some TikTok video ideas that will help build trust in [brand/product] and engage viewers?”
- “What are some visually interesting ways to showcase product features of [product] on TikTok?”
- “How can I create an interactive TikTok series around [topic] that keeps viewers coming back for more?”
These prompts can serve as the basis for trend-aware ideas that make it easier to consistently create content that resonates with TikTok’s audience.
2. How to develop strong storytelling concepts
Let’s hook your viewers. By feeding ChatGPT with some background information—like your brand’s style, key messaging, or a bit about your target audience—you can get ideas that are more tailored and impactful.
To guide storytelling, try prompts like:
- “I want to tell an engaging story about [product/service] on TikTok. Suggest 3 concepts, 3 simple scripts, and some relevant hashtags”
- “Help me create a TikTok challenge around [topic] that will engage users and encourage participation. What’s a good name, concept, and some hashtag ideas?”
- “Suggest 5 ways to share customer success stories on TikTok that are fun, engaging, and highlight [product/service benefits].”
- I want to create a TikTok video that tells a nostalgic story related to [topic]. Outline 3 concepts and the main points to hit”
- “Suggest 3 ways to share the origin story of [brand/product] on TikTok in a way that feels personal and connects with viewers
3. How to write scripts that capture attention
Once you have a solid concept, ChatGPT can help turn it into a well-structured TikTok script. From educational videos to product promotions, a strong script is essential for engaging viewers and prompting them to take action.
Examples of script prompts include:
- “Write a short script for a TikTok video that promotes [product] in a fun and informative way.”
- “I want to create a viral TikTok about [topic]. Write a script that’s engaging and easy to follow”
- “Help me write a TikTok script that uses humor to promote [brand/product/service] and is relatable to viewers.”
Scripts generated by ChatGPT can serve as a draft, allowing you to add a unique twist, adjust language to fit your brand’s voice, and ensure the final product is just right.
4. How to refine your content for a polished, professional outcome
Once you’ve nailed down a script, ChatGPT can help with the final details that make a video stand out. From scene suggestions to organizing the content flow, ChatGPT’s capabilities make it easy to polish the entire video concept, ensuring it’s clear, compelling, and ready to engage.
Some ways ChatGPT can help with refinement include:
- Scene suggestions: “Give me a few different ideas for scenes in this TikTok script to make it visually engaging.”
- Combining script and scene Ideas: “Organize the script with these scene ideas to create a storyboard.”
- Formatting the final video outline: “Put this script into a table format with columns for scene, setting, voiceover, and any suggested text animations.”
- Getting detailed descriptions: “Provide a detailed description of each scene, focusing on what the viewer should see and hear.”
By combining script elements with detailed scene and formatting suggestions, ChatGPT helps you build a clear and cohesive content plan that’s ready for production.
Step-by-step: the art of creating a TikTok script with ChatGPT
Now that you have the fundamental knowledge and general concept for crafting a script, let’s put everything together and:
- Polish a script outline.
- Generate scene suggestions.
- Define a breakdown of the scene and script information.
1. Create your script
Develop the core content of your TikTok—the script itself. Think of this as the heart of your video, where you’ll nail down the main message, essential product features, and any must-have details.
‘Write a 30-second script for a TikTok video to promote a [product description] that contains [product specification]. Include the following [value propositions]. Make sure to include CTA.’
This prompt will generate a concise, engaging script that brings your product’s best qualities forward, wrapping up with a clear call to action, like “Tap the link to learn more” or “Follow us for more tips.”
Once you have this basic script, experiment by asking ChatGPT for variations. You can request a more humorous tone, an inspirational spin, or even a version that’s a bit more direct, depending on what feels right for your brand.
2. Request 5 different scene ideas
This is the stage where you’ll bring the video to life through dynamic scenes that match the message and mood of your script.
‘Provide 5 scene ideas for this script.’
These scene ideas might include suggestions for different settings, like showcasing your product in a cozy, at-home environment if it’s a lifestyle item, or a sleek, tech-inspired backdrop if it’s a high-tech gadget.
ChatGPT can also suggest transitions that give the video a natural flow—maybe switching between a wide shot of the product in use to a close-up that highlights a key detail.
You can even experiment by asking for mood variations, like one idea with a humorous angle and another with an inspirational touch, so you can decide which best captures the vibe you’re going for.
3. Combine the script ideas and the scenes together
With your script and scene ideas in place, the next step is to merge them into a cohesive narrative. This is where your TikTok’s storyline takes shape, as each scene seamlessly transitions to the next, guiding viewers through your message from start to finish.
‘Combine the script ideas and the scenes.’
During this phase, ChatGPT will match parts of your script to specific scenes, ensuring each scene complements what’s being said. This process creates a natural rhythm where visuals add depth to the voiceover, enhancing the story you’re telling.
As the scenes unfold, viewers get drawn deeper into the narrative, making each second of your video count. The aim here is to craft a beginning, middle, and end, keeping the pace quick but meaningful, so your audience remains engaged throughout.
4. Make it easy: get some format
With the script and scenes now aligned, the next step is to bring structure to your video by organizing everything in a clear format.
‘Format this into a table including scene – setting – voiceover – description – text animation’
This step will allow you to see how each piece fits together, making it easy to visualize the final product. Having your video planned out in a table also lets you quickly spot any adjustments you might want to make, like adding or shortening certain elements to keep things on track.
5. Feel like you need more detailed information?
If your video still feels like it could use a bit more depth, ask ChatGPT to expand a bit more. With this, you’ll get extra detail for each scene, making it easier to direct any on-screen actions, define specific camera angles, or set a consistent tone.
‘Can you provide a more detailed description of each scene in the table?’
By now, your TikTok script is fully fleshed out, with each part adding to the story you want to tell.
Brands succeeding with TikTok: Gymshark
Gymshark, the popular fitness apparel brand, has always focused on building a strong social media community. Their target audience includes Gen Z and millennials, so embracing TikTok felt like a natural move to extend their reach.
To make the most of TikTok’s unique platform, Gymshark launched the #gymshark66 challenge, asking followers to commit to 66 days of working toward their fitness goals. This challenge created massive engagement, with people posting updates to track their progress, which amplified Gymshark’s brand visibility.
The campaign also included authentic partnerships with fitness influencers who embodied Gymshark’s community-oriented values. The influencers created motivational content that felt more like personal encouragement than sponsored posts, helping the challenge grow even further.
As a result, Gymshark saw a significant surge in sales, with many followers purchasing apparel to join in. The #gymshark66 hashtag ultimately brought millions of views, solidifying Gymshark’s presence on TikTok and setting the stage for continued long-term growth. Their success highlights how creative, community-driven campaigns on TikTok can resonate deeply, leading to both engagement and real sales.
Brands succeeding with TikTok: Elf Cosmetics
Elf Cosmetics was among the first beauty brands to see TikTok’s potential, leveraging the platform to connect with a younger, socially engaged audience and drive impressive sales.
They launched the catchy original song “eyes lips face” and paired it with the #eyeslipsface challenge. This song quickly became one of TikTok’s most-used soundtracks as users started showing off their makeup looks, tagging Elf in the process. To amplify the challenge, Elf partnered with well-known TikTok influencers to create momentum, though the challenge soon took on a life of its own as non-sponsored users joined in.
Elf kept the momentum going by consistently engaging with users, encouraging further participation with follow-up content. The campaign brought a huge boost in brand visibility, not only on TikTok but also through global media coverage that added to the brand’s growing popularity. Elf saw their e-commerce sales rise, especially from younger demographics, proving that a mix of unique music, influencer support, and interactive content can build viral momentum and measurable sales growth.
Brands succeeding with TikTok: Ocean Spray
In 2020, Ocean Spray cranberry juice went viral on TikTok, thanks to an unexpected, user-generated video by Nathan Apodaca (@420doggface208). The video showed Nathan skateboarding while drinking Ocean Spray cranberry juice and vibing to Fleetwood Mac’s “dreams.” Ocean Spray quickly recognized the value of this spontaneous moment, sending Nathan a new truck loaded with cranberry juice and creating their own account to engage with the trend.
They didn’t stop there; Ocean Spray encouraged others to join in, and soon, influencers and celebrities were recreating Nathan’s video, keeping the trend alive. This engagement led to a significant spike in Ocean Spray’s sales, with the viral video drawing in a new, younger audience that hadn’t previously been the brand’s main focus. Embracing Nathan’s organic, authentic content paid off, proving that quickly reacting to viral UGC can help a brand connect with audiences on a personal level, leading to increased visibility and direct sales.
Final thoughts on increasing sales with TikTok and AI
By using AI tools as creative partners, marketers can unlock a wealth of possibilities. From writing viral TikTok scripts to exploring generative creative ideas, AI can spark inspiration and provide fresh perspectives. However, it’s crucial to balance AI-generated insights with your own creativity and judgment. Personalization and experimentation are key to infusing your unique brand voice and capturing the attention of your target audience.
Refinement is where the true magic happens. While these tools save you time and generate valuable content, refining the output is what turns it into truly valuable content. Pay attention to the nuances, adapt the ideas to your niche, and iterate based on viewer feedback. With a blend of AI-powered suggestions and your creative touch, you can create TikTok content that resonates, captivates, and ultimately goes viral.
As TikTok continues to evolve, embracing AI technology in your content strategy becomes increasingly crucial. By taking full advantage of the power of AI, you can stay ahead of trends, generate innovative ideas, and optimize your content for maximum impact. Remember, AI is a tool that empowers your creativity; it’s your unique voice and vision that will make your TikTok content truly remarkable.
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