Digital & Content Marketing Success Story

Interview with Angelica (watch video part V)
From ZERO to 90k followers in 3 months – What types of content works and scheduling

Read key points and video transcript

Angelica says that viral music in the background facilitates the video becoming a success. Lighting and other little tricks are also important in making the video successful. But in terms of content itself, ideally it should be around 15 seconds. Angelica states that although TikTok allows for up to 60 second videos, 15 second videos are the best length. For more informative videos, around 40 seconds is the upper limit so 40 seconds should not be exceeded.

The average TikTok viewer wants a quick and quirky video so a video that takes up too much time or is not immediately interesting, the viewer will switch away from it. ‘If you feel that the person who’s talking is credible and being authentic and not just giving ads and promoting stuff, but actually talking from the heart and it’s teaching you something, then you might stay and look. Even people who are cooking, or people who are doing fitness or giving dietary advice. All these kinds of contents work. This kind of educational content works a lot.’

When giving an informative lecture-type TikTok, Angelica states that it is important to remain natural and spontaneous. It would be wise to get to the point quickly because the TikTok audience want the desired information very quickly and do not want to wait.

Angelica has a video on the placement of text and she gives tips and tricks how to position the text for maximum engagement.

Angelica advises against the use of the #ForYou hashtag. She believes it brings no benefits as it is overused to the point that it will no longer show up to your targeted audience. It may also be counterintuitive, and your video may just get lost in a sea of other videos. She goes on to say that more targeted hashtags are more beneficial.

Angelica touches upon the methods she uses to interact with her viewers. She states that she asks her audience a lot of questions and then produces content based on this. Secondly, an amazing feature that is specific to TikTok is the ability to reply to comments with videos – Angelica uses this feature quite frequently which increases her interactions with the audience. This adds a personal touch to her replies, and it shows the audience that she really cares about them.

TikTok users should work with the tools that are at their disposal, i.e., the audience feedback, analytics, and content. They should personalise their work and work within their own constraints as there is no ‘correct’ time to post.

Angelica believes having a face behind the account is also very important as it gives the impression of having a social media friend. It adds an element of personality so the viewers get the feeling that they are interacting with a real person.

Stephen Humphrey:

I’m sure there’s good and bad content. And interestingly, of course, Angelica, you suggested that quality is important here, and you try to balance quality with quantity. But if we ignore quantity for a second, what stuff works and what stuff doesn’t work quite so well? Now, you mentioned earlier about the importance of having viral music in the background as something that facilitates content in terms of content working or content being successful. So what else can you tell us about this?

Angelica Siciliani Fendi:

So definitely there’s the quality of the picture and the light. And as I said, like the little tricks, add music, add the text as well. The algorithm loves that. But in terms of content itself, this is a really great question, actually, because I see a lot of people wanting to make it, and then they can’t because their content is quite poor. But it’s not … I mean, there are some easy little things that can be adjusted. For example, the length of the video doesn’t have to be always 60. You can go up to 60 seconds, right, but the average is 15 seconds. So a perfect TikTok video would be 15 seconds.

Stephen Humphrey:

Okay.

Angelica Siciliani Fendi:

Mine are never 15 seconds, just because I’m doing educational content so it takes a little longer. But I try never to go above like 40 seconds, because that’s already too much. Like, you need kind of a level of … You need time that people just don’t have. They don’t come to the platform to look at 40-second videos. They just come to skim really quickly through the videos and have a laugh, you know, or just see something amazing. So the list of things you have here are kind of crazy stuff. Obviously like this cat has moves or, you know, wholesome hummingbird. Like, this is crazy things and that’s what really works on TikTok, things that people really just can’t not look at, you know.

Stephen Humphrey:

Okay.

Angelica Siciliani Fendi:

Like someone doing a surgery on a banana, this is the perfect TikTok video, right? But at the same time, what really works as well is educational videos. This is not only because I’m doing it. I follow a lot of people who do that in different fields. And it really works. If you feel that the person who’s talking is credible and being authentic and not just giving ads and promoting stuff, but actually talking from the heart and it’s teaching you something, then you might stay and look. Even people who are cooking, or people who are doing fitness or giving dietary advice. All these kinds of contents work. This kind of educational content works a lot. And then as well, aesthetically beautiful things. So there’s a lot of, well, cute girls dancing. You know, things that people just are naturally attracted to.

Stephen Humphrey:

Yeah, okay.

Angelica Siciliani Fendi:

So yeah, I would say easy. Easy content. Even when you’