TikTok isn’t just another social app – it’s reshaping marketing faster than you can duet a video. To truly crush it in 2024 and beyond, you’ll need Ogilvy-level skills, minus the three-martini lunches 🍸…
Or at least until Dry January is over, ok? 😉
We’ve extracted David Ogilvy’s most unbeatable advertising principles and blended them with the seismic shifts happening on TikTok right now.
The result? An exclusive playbook covering everything from crafting irresistible headlines to weaving binge-worthy stories.
In just 14 battle-tested lessons, you’ll discover proven tactics to:
💫 Stop scrollers mid-swipe with strategic risk-taking
💭 Spark meaningful conversations through bravery and vulnerability
🔎 Turn curiosity into conversions with discovery-driven storytelling
Eager to master TikTok marketing and scale your business across top video platforms in 2024 and beyond?
Join us for a free YouTube ad brainstorming session:
Let’s dive into the key TikTok trends you need to know before applying Ogilvy’s golden rules:
🌀 TikTok is expanding - fast
Four major forces are reshaping the TikTok universe in 2024:
- Be bold & brave
2024 is all about embracing the unknown and pushing limits on TikTok. Brands that take strategic risks and showcase vulnerability will thrive.
🔑 Key insight: Smart risk-taking and vulnerability are now essential. - Curiosity peaked
TikTok users crave discovery – not just “the answer.” It’s a place where diverse perspectives and curiosities flourish.
🔑 Key insight: TikTok introduces users to unexpected interests.
📊 Stat: Users are 1.8x more likely to agree TikTok exposes them to new topics. - Immersive storytelling
TikTok has revolutionized narratives with collaborative formats and diverse voices. Content is designed to be remixed and expanded.
🔑 Key insight: Intriguing narrative structures captivate viewers.
📊 Stat: Ads with intriguing narratives hold attention 1.4x longer. - Building trust & loyalty
TikTok enables open communication between brands, creators, and consumers – building trust and loyalty.
🔑 Key insight: Trust comes through openness and listening.
📊 Stat: After seeing a brand’s ad, viewers trust 41% more and are 31% more loyal.
🧠 Armed with this TikTok landscape intel, let’s now explore how Ogilvy’s wisdom can help brands thrive in this brave new world.
💡 Focus on a big idea (from "Confessions of an Advertising Man"):
- Principle: Center your marketing around a compelling, unique concept
- Why it works: Focuses attention on your most important brand differentiator
- TikTok Application: Develop a standout idea or theme that makes your TikTok campaign unforgettable
- Example: Launch a creative hashtag challenge or video series that encapsulates your brand’s unique value proposition in an engaging way
🎥 The power of storytelling (from "Ogilvy on Advertising"):
- Principle: Utilize narrative techniques to captivate your audience
- TikTok Application: Weave engaging stories around your brand or product to connect emotionally with viewers
- Example: Share customer success stories or the journey behind your product in a series of TikTok videos
🛠️ Offer helpful and valuable content (from "Confessions of an Advertising Man"):
- Principle: Provide information or advice that extends beyond direct promotion
- TikTok Application: Leverage TikTok to share useful tips or guidance that complements your product
- Example: For a food-related product, share quick and easy recipes or kitchen hacks that incorporate your product
📚 Long copy vs. Short copy (from "Ogilvy on Advertising"):
- Principle: Don’t shy away from detailed content if it adds value
- TikTok Application: Use TikTok’s full video length for storytelling, tutorials, or detailed demonstrations when appropriate
- Example: Create informative mini-documentaries or step-by-step tutorials that delve deeper into your product’s usage or benefits
🌟 Brand image (from "Ogilvy on Advertising"):
- Principle: Consistently represent your brand identity across your content
- TikTok Application: Ensure your TikTok content aligns with your overall brand aesthetics and messaging
- Example: Develop a consistent visual theme for your TikTok content that reflects your brand’s style and values
✉️ Direct response advertising (from "Ogilvy on Advertising"):
- Principle: Encourage immediate consumer action
- TikTok Application: Craft TikTok content that drives viewers to take specific actions like visiting a website or making a purchase
- Example: Include clear, compelling calls-to-action in your videos, utilizing TikTok’s interactive features like clickable links
📰 Headline significance (from "Ogilvy on Advertising"):
- Principle: The initial part of your video is crucial in capturing attention
- TikTok Application: Treat the first few seconds of your TikTok video as a headline to hook viewers
- Example: Begin your videos with engaging visuals or intriguing questions that draw viewers into the content
🤝 Maintain honesty and integrity (from "Confessions of an Advertising Man"):
- Principle: Uphold truthfulness in your advertising
- TikTok Application: Create content that is transparent and genuine, without overstating your product’s capabilities
- Example: Use authentic customer reviews and real-life examples to showcase your product’s effectiveness
🎯 Clarity and simplicity (from "Ogilvy on Advertising"):
- Principle: Communicate your message in a clear and straightforward manner
- TikTok Application: Create content that is easily understandable and resonates quickly with viewers
- Example: Ensure your videos are concise, to the point, and free of complex jargon or unnecessary details
🌐 Global appeal (from various writings):
- Principle: Create content that resonates across different cultures and geographies
- TikTok Application: Develop TikTok videos with universal themes or humor that can appeal to a wide audience, transcending cultural boundaries
- Example: Research global trends and incorporate elements that are relatable to a diverse audience, like universal human experiences or globally popular music
🤖 Embrace new technology (adapted from Ogilvy's forward-thinking approach):
- Principle: Stay ahead of the curve by adopting and leveraging new technologies and platforms
- TikTok Application: Utilize TikTok’s latest features and tools (like AR filters or interactive elements) to create innovative content
- Example: Regularly experiment with new TikTok features in your videos to engage your audience in novel ways
🎨 Creativity and artistry (from "Ogilvy on Advertising"):
- Principle: Blend creativity with marketing principles for compelling advertising
- TikTok Application: Infuse artistic elements into your TikTok content to make it visually captivating and memorable
- Example: Collaborate with artists or creative professionals to add a unique visual flair to your videos
🗣️ Consumer-centric approach (from various writings):
- Principle: Focus on understanding and addressing the needs and desires of your audience
- TikTok Application: Tailor your content to meet the interests and preferences of your TikTok audience, providing value and relevance
- Example: Engage with your audience through comments or TikTok’s Q&A feature to gain insights into their preferences and create content accordingly
📊 Data-driven decisions (inspired by Ogilvy's emphasis on research):
- Principle: Make informed decisions based on data and analytics
- TikTok Application: Analyze your TikTok performance data to inform content strategy and decision-making
- Example: Regularly review your TikTok analytics to understand which types of content are most effective and adjust your strategy accordingly
🚀 Blast Off! You’re Ready to TikTok Like Ogilvy 🏆
We just covered everything from embracing vulnerability to crafting binge-worthy stories – all with Ogilvy’s blessing.
Now you’ve got the keys to open up the TikTok world in 2024. 🗝️
A quick recap of the highlights:
🛑 Take smart risks to stop scrollers mid-swipe
🔎 Spark curiosity and drive discovery
🤝 Build trust through open communication
Most importantly, always keep your audience at the heart of your content. Give them value, entertainment, and relevance powered by data. 📈
Ogilvy was the master of blending artistry and analytics. You can be too.
The legendary Mad Man may not have conceived of TikTok, but his principles are timeless.
Put these strategies into action, and you’ll tap into the human insights that connect and compel.
Congratulations, graduate! Go forth and conquer the TikTokscape. 🎓
We can’t wait to see the thumb-stopping, share-worthy content you create.
Want more content like this?
Don’t miss out on the latest news and updates from the world of Direct Response advertising! Subscribe to our newsletter today 👇
Holly Preston, Lead Copywriter
Holly is behind most of Inceptly's successful creatives, supporting the team with her experience and imagination, making her an invaluable asset to Inceptly.
Are you spending over $1K/day on ads and looking to scale your business with YouTube ads?
Schedule your free performance ad brainstorming call here:
Like this post? Let's continue the conversation!
Get in touch with us by shooting us a quick email or tagging us on LinkedIn or Instagram, and sharing your thoughts. Your feedback helps us keep our blog relevant and interesting.
Get Our Newsletter
Need Help?
Get in touch with us for an insightful evaluation of your ads + actionable tips to help amp up your direct response revenue
