A Guide for Reels and TikToks Through Industries

Why every business needs to hop on the vertical video trend

Social media has revolutionized marketing, turned it upside-down as well as… vertical! Especially on platforms like TikTok and Instagram Reels, they are essential for reaching your audience and a new one. Video content hooks users quickly, and these formats can drive engagement and visibility in a way that static posts simply can’t. In this article, you can find a cheat sheet for some of the popular industries, and the ones in our agency have the most work hours of experience. We’ll explore ideas specific to these industries to boost engagement alongside universal tips and the importance of a solid video hook to capture your viewers in those crucial first seconds. Don’t get discouraged. You most definitely can do it.
Vertical videos are no longer just a trend – they’re a primary mode of communication with more mobile-focused audiences than ever. This style also offers an ideal way to feature products and tell stories quickly, using formats that invite interaction and sharing. Here’s exactly why your brand needs to invest in this format, no matter the industry:

Attention spans are at an all-time low

As the average human attention span now clocks in at just over 8 seconds, capturing attention instantly is essential. A strong hook – those first 1-3 seconds are often the only chance you have to stop users from scrolling. Make it visually captivating and aligned with your message.

Universal engagement and discoverability

TikTok’s algorithm and Instagram Reels’ Explore page are designed to push engaging content to new viewers. Everybody gets a chance! Short videos are prime for quick consumption, allowing brands to reach new audiences organically if the content resonates.

Instant connections with your audience

Addressing the viewer directly with “you” or “I” can create an instant connection. This direct engagement helps build a loyal audience over time. Keep telling your stories. We, as consumers, love them.

Universal tips for making engaging Reels and TikToks

Sure, we understood why it’s a great thing to do. Now, the hard part. How do you produce them in a way that gets your brand some serious traction?

• Hook them instantly: Use “scroll-stopping” words or visuals in the first 2 seconds, like “Imagine if…” or “Stop scrolling if…” Address common problems or desires within your industry to tap into curiosity.
• Use subtitles on every video: Don’t sleep on this! Adding subtitles makes content accessible to those who watch videos without sound, which is a large percentage of users. It also enhances engagement by highlighting key points dynamically.
• Leverage trending sounds and hashtags: Check the trending audio on TikTok or Instagram and use it to boost your content’s engagement. It’s not crucial in this day and age, but it sure does help.
• Keep it short and straightforward: Deliver the message directly, and aim for 15 seconds or less if possible. The quicker you get to the point, the more likely your audience will stay engaged.

Content ideas for vertical videos by industry

Here’s “the meat”. Use these brief ideas for inspiration and expand them to your consumer’s behavior, wants, and needs.

FMCG (fast-moving consumer goods)

• Product unboxings: Show viewers what’s inside the package or how the product looks up close. Hook example: “Ever wonder what’s inside?”
• Quick tutorials: Use short, step-by-step guides to demonstrate product usage. Keep them under 15 seconds for fast consumption.
• Sneak peeks at new products: Build anticipation by revealing an upcoming product. Hook example: “Get a first look at our newest…”
• Product comparisons: Compare your product to competitors or other products in the lineup.
• Relatable scenarios: Showcase everyday problems solved by the product, using popular hashtags like #lifehacks

@babycenter.hr Joolz Day 5 i @strollerica – najbolje s najboljom. 😉 @myjoolz_official #joolzday5 ♬ original sound – Baby Center Hrvatska

Retail

• Try-on hauls and styling tips: Display multiple ways to style a piece or give outfit inspiration. Hook example: “Here’s how to style a (popular item) in 3 ways.”
• Behind-the-scenes of store events or drops: Tease new arrivals or exclusive collections. Hook example: “This just arrived… get a sneak peek!”
• Showcase customer favorites: Emphasise trending or bestselling items. Use numbers for engagement: “Here’s why 5,000 customers love our...”
• Quick DIYs or styling tips: Teach customers how to make the most of products.
• Real-time shopping guides: Walk viewers through in-store experiences or offer “shop with me” insights.

@thredup PSA: Not all clothes are created equally! Add these to your must-have thrift list #thrift #thrifting #secondhandfashion #secondhand #thredup #sustainability #sustainable #carbonemission #carbonfootprint #fastfashion #antifastfashion #fastfashionfacts #howtoshop #thriftlist #thrifttokthrifted #thrifted ♬ original sound – thredUP

Home appliances & electronics

• How-to guides and feature highlights: Show off a product’s key features that make it unique. Hook example: “Ever wonder how to get more out of your…?”
• Troubleshooting common issues: Offer quick solutions to everyday tech or appliance issues.
• Product reviews and comparisons: Compare features or demonstrate improvements over previous models.
• Cleaning and maintenance tips: Give viewers practical advice on keeping products in top shape. Hook example: “Here’s the secret to keeping your appliances running like new.”
• Creative use cases: Highlight innovative ways people use the product.

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Beauty & cosmetics

• Before and after transformations: Showcase the impact of a product in seconds. Hook example: “Watch the transformation – only took me 10 seconds with…”
• Skin and hair tutorials: Offer skincare or makeup tutorials that showcase product application. Use concise steps to keep it short.
• Product comparisons and dupes: Compare high-end versus affordable versions or similar products. Hook example: “Save money with these affordable alternatives to...”
• Customer testimonials or influencer shoutouts: Leverage user-generated content to create authenticity.
• Routine breakdowns: Walk viewers through morning or nighttime routines, focusing on how your products fit in.

@theordinary u got skin, we got moisturizers 🤙 #theordinary #moisturizer #skincareroutine #skintok ♬ Just Give Me One More Day – Alej

How to shoot videos

Great ideas, dear Kontra. Now I need actually to create them, right? Yes. But have no fear. You don’t need a Hollywood budget to create scroll-stopping content, but knowing how to use what you’ve got? That’s gold. Here’s how to get the most out of your equipment and setup:

• Lighting is everything. Good lighting can make a video shot on your phone look like studio quality. Natural light is your friend—shoot near a window or outdoors. If not, an affordable ring light or softbox can brighten things up without breaking the bank. Remember, keep the light source in front of you, not behind, for the best effect.
• Nothing screams “DIY” like shaky footage. If you don’t have a tripod, get creative – a stack of books or a solid surface will do. Or, better yet, invest in an essential smartphone tripod or gimbal if you’re shooting on the go. Stable shots immediately make your video look more polished and professional.
• The “rule of thirds” is your secret weapon. Imagine a 3×3 grid over your screen; placing yourself or your subject along these lines (especially the intersection points) keeps things visually dynamic and prevents awkward centering. Think of it as a quick snapshot and a well-composed portrait.
• If your phone’s or camera’s microphone isn’t cutting it, look into a budget-friendly lapel or shotgun mic to get a clear, professional sound. Even a little wind or background noise can distract viewers, so do a quick sound check to make sure your voice is coming through loud and clear.
• Set your camera to 4K! Higher resolution means sharper images. Most phones have 1080p or even 4K resolution settings, which can make a huge difference in clarity. Go for the best resolution your device allows, and watch your video quality improve instantly.

• Try different angles and zooms. Don’t be afraid to mix things up. Shoot some clips up close for detail shots, try wide angles for context, and experiment with different perspectives to keep things interesting. This variety keeps viewers engaged and adds depth to your content.

Finally, don’t worry if it takes a few tries to get it right. Play with your setup, try new things, and don’t be afraid to learn as you go. Each video is a chance to improve, so embrace the process! Setting up your gear thoughtfully can take a video from “just okay” to “Wow, that’s polished.” With some know-how and creativity, even essential equipment can make your content look fantastic.

Edit your videos like a pro

Okay, I’ve got 16GB of footage, now what?
Well, editing is where the magic happens, and it’s easier (and cheaper!) than ever to make your footage into a masterpiece. The key is finding the right tools for the job, so here’s a list of affordable, user-friendly software that’ll help you polish your videos without busting your budget:

• CapCut: Free and packed with TikTok-friendly features, CapCut offers text overlays, music, filters, and speed adjustments. Plus, it has an AI “Auto Cut” that makes editing even faster.
• iMovie: For Apple users, iMovie is free, easy to learn, and great for basics like trimming transitions and color correction. It’s perfect for beginners but surprisingly powerful for more advanced edits.
• InShot: Loved by influencers, InShot has everything from basic trimming to fun stickers, text overlays, and music options. It’s affordable, available on mobile, and is a go-to for TikTok and Instagram Reels creators.
• DaVinci Resolve: If you want to go a bit deeper but keep things accessible, DaVinci Resolve has impressive features for color grading, effects, and audio—though it may take a few tutorials to master.
• Adobe Premiere Rush: A simpler version of Adobe Premiere, Premiere Rush is subscription-based but affordable and intuitive. It offers drag-and-drop functionality for mobile and desktop editing, making it great if you want something professional but easy to use.
• VN Video Editor: This free app offers a clean layout, lots of audio and visual effects, and doesn’t watermark your videos. It’s perfect for quick, professional edits on the go.

@adamwienckowski_ CapCut editing tip to make those iPhone vids high quality! #capcut #iphonevideo #mobilefilmmaking #capcuttutorials #videotutorial #videoediting #highqualityvideo #tiktoktutorial ♬ original sound – Adam Wienckowski

We have to be honest here. No matter the software, practice makes perfect. Watch some tutorials and play with your videos. We are sure you’ll learn to love editing.

Tips for maximizing video performance

So you’ve got a killer hook, now what? You’ll need more than just a great start to keep viewers glued. Here’s the formula for boosting your video’s “stickiness” factor:
Mind the 3-second rule. Those first few seconds? Crucial. Think of them as the “Do I need to see this?” moment for your audience. Make it so engaging that they have no choice but to say yes.
Speak their language (literally), and use “you” and “I” as if you’re chatting with a friend. Addressing viewers directly brings them into the conversation, turning passive watching into active engagement.
TikTok and Reels are visual platforms first, so make those frames count. Crisp video quality, clean transitions, and striking colours? All must-haves if you want viewers to pause mid-scroll. Even if a video doesn’t go viral, posting regularly trains the algorithm (and your audience) to pay attention.
Keep at it. Your audience loves reliable content creators! You might be so proud of your content that you want to advertise it.