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Creating impactful content

Technical best practices

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Now comes the fun part: creating impactful content for your cause. If you’re new to making videos, following these best practices can help shorten your learning curve:

  • Watch your runtime. When you’re first starting out, the sweet spot is between 15 and 30 seconds. Once you’ve mastered short-form, consider experimenting with 60s+.
  • Post consistently. Start with 3-5 videos per week. Then consider trying a higher publishing cadence to drive growth. 
  • Ditch branding. Logos, watermarks, end cards, black bars, old-school infographics. Lose anything that makes your post resemble an ad.
  • Go easy on #hashtags. Less is more. Use 2-3 for context and discovery. 

San Diego Zoo video (US) loses all branding and tells an engaging story in under 30 seconds.

Do you have existing content originally made for other platforms? That hard work doesn’t need to go to waste. Just make a few tweaks to follow TikTok best practices. For example:

  • Landscape videos – Reformat them into vertical videos with off-app tools like CapCut.
  • Interviews and podcasts – Create a video to showcase the most quotable moments.
  • Articles and commentary – Recap main points or provide commentary on a publication with the Green Screen feature. 
  • Archival content – Give old videos and images a second life.
TED leverages a standout clip from a longer TED Talk to share helpful advice around burnout.