TikTok’s FaceTime Era: How To Create Influencer-Worthy Content With Causal Storytelling

There’s been something vaguely daunting about TikTok that’s put a lot of people off using the platform for ages. Will I have to dance? How do I do all the transitions? I don’t know what music is trending! I’ve never got time to do all my makeup and hair just to film a social video! Well, the days of stressing and obsessing about mastering the latest TikTok trend are rapidly disappearing. While there are still huge benefits to jumping on the trends and learning the dances if you want to, what do you do if you don’t? Enter FaceTime TikToks, a trend in content format poised to explode this year as more and more people crave less formal content, and more genuine conversations.

TikTok’s FaceTime Era is upon us, and I’m so here for it.

TikTok’s evolution into a platform that fosters casual storytelling, including the use of FaceTime TikToks, marks a significant shift in content creation and consumption habits across various age groups. While Gen Z remains a highly active demographic on TikTok, the appeal of authentic, relatable content transcends age, engaging a broad spectrum of users from millennials to older generations. This inclusive approach to content creation offers marketers unique opportunities to connect with diverse audiences.

What Are FaceTime TikToks?

FaceTime TikToks don’t have to be recordings of actual video calls. You don’t even have to pretend to be on a call. The essence of this content trend is more about mimicking the casual, intimate style of a FaceTime conversation rather than the technical specifics of recording a live call. Content creators often simulate the experience of a FaceTime call, talking directly to the camera as if they’re having a one-on-one conversation with the viewer. This method retains the personal and engaging qualities that make FaceTime TikToks popular, even if an actual call isn’t part of the content.

In short, you pick up your phone, point it at yourself, and talk in exactly the same way you would speak to your bestie. You share on that level. No more gatekeeping content, no teasing that you have all the answers but not actually giving them. If there are things you don’t want to share because they’re reserved for paying clients, don’t talk about them. Talk about everything around them, in as much detail as you can. 

Your going for this level of chilled, casual, almost over-share vibe:

@piablossom_x maybe he saw me in the hat and got the ick idk #storytime #dating #london ♬ original sound – Pia Blossom

FaceTime TikToks, celebrated for their authenticity, are a window into the genuine, unscripted moments of creators’ lives, fostering a unique sense of connection and engagement among viewers. These videos thrive on the simplicity of casual, conversational content, where creators share personal stories, insights, or humour directly with their audience as if having a one-on-one conversation, without the need for elaborate setups or effects. This approach not only enhances the feeling of intimacy and immediacy but also showcases a creator’s creativity through storytelling or sharing life hacks and talents in a very natural manner.

The essence of FaceTime TikToks lies in their ability to offer a diverse range of human experiences—ranging from heartfelt discussions to lighthearted pranks or answering a question related to what you do as you’re sitting at your desk—presented in a straightforward, relatable format. This format’s versatility allows for a wide variety of content, all rooted in the casual, unfiltered exchanges that mirror real-life interactions, making every video uniquely engaging and accessible to viewers.

@ginad129 Replying to @Ditndit #publishing #writing #writers #writingcommunity #writersoftiktok #authors #editors #publishingcommunity #openingpages #nanowrimo #authorsoftiktok #traditionalpublishing #querytips #publishingtips #selfediting ♬ original sound – Gina Denny

Why FaceTime TikToks Are Popular

FaceTime TikToks have surged in popularity due to their unique ability to foster a deep connection with viewers by mimicking the intimacy and immediacy of video calls. This style reflects our growing reliance on digital communication, particularly during periods of increased physical distancing, by offering a format that feels both personal and accessible. The casual, conversational nature of these TikToks effectively breaks down the traditional barriers between creators and their audience, leveraging the widespread comfort and familiarity with video calling to engage viewers in a way that feels genuine and inclusive.

Generally, the most popular videos of this ilk are the least complicated. They’re vids you can tell someone has genuinely started filming in the moment, off the cuff, because they happen to be thinking of something to say. If they were wearing makeup, it’s on, but if they just rolled out of bed and haven’t run a brush through their hair yet, perfectly acceptable. The key is authenticity, which is a word I’m increasingly harping on because we are just seeing it become more and more important in digital marketing.

When I first started vlogging I obsessed over not having the perfect house, perfect office, perfect ‘set’ for recording my videos. These days, you don’t need any of that. You can pick a camera up anytime, anywhere, and just film whatever is in your head and people will respond to it.

And GOD is it liberating!

You can be anywhere, doing anything, whether it’s driving to the corner shop or walking the dog. You don’t have to script what you say, you don’t have to overthink it, you literally just talk it out as you would if you were chatting to a friend or family member.

@josh.zilberbergReal♬ original sound – Josh Zilberberg

Incorporating This Style in Content Strategy

Incorporating the casual, conversational style of FaceTime TikToks into a content strategy offers marketers and creators a dynamic way to connect with their audience. This method allows for showcasing products, conducting interviews, or sharing brand stories in a manner that’s both engaging and relatable. By embracing the authenticity and intimacy that this format provides, brands can humanise their presence, making them more accessible and appealing to a broad audience. 

Utilising direct-to-camera storytelling, simulated calls, or casual chats that replicate the feel of a personal conversation, this strategy enhances relatability and engagement. It serves as an effective tool for highlighting brand personalities and forging stronger connections with viewers. Adopting this informal and conversational approach enables the creation of content that resonates with viewers across various demographics, ensuring that it stands out in the digital landscape. This versatility makes FaceTime TikToks and similar content an invaluable part of any modern content strategy, helping to create memorable experiences that captivate and retain audience interest.

The Appeal of Casual Storytelling

Casual storytelling through TikTok, including formats like FaceTime TikToks, resonates with users for its authenticity and personal touch. This style of content allows creators to share moments in a more intimate and spontaneous manner, reflecting real-life experiences that viewers can relate to, regardless of their age group. The success of such content lies in its ability to forge a genuine connection with the audience, making it an invaluable tool for marketers aiming to humanise their brand and build trust with their target markets.

You’re not trying to be perfect or put on a performance that nobody is interested in seeing anymore. You want to be fully present in the moment with the kind of energy you’d bring to a chat with your best friend about something exciting that happened today. This is such a great way to connect with people, because it just happens naturally. 

2024 is all about making people feel like they’re in the room with you, and layering your content. So when you’re sitting in your office, poised and perfect in your chair, the only thing happening in the video is you. When you’re out and about doing stuff there are extra layers to it; you’re walking the dog so there’s a cute floof, you’re traversing the countryside so there’s scenery to look at; it’s raining, it’s scorching hot, it’s hailing, there’s six inches of snow.

There’s a reason GRWM (Get Ready With Me) videos have taken off – these are a part of the FaceTime Era. You’re authentically rolling out of bed looking like crap, putting on your makeup, adding clothes, doing your hair, all the while chatting away like your mum or sister or other half are in the room and just asked what you’re up to today.

@allisonkuchthe audacity to knock me up & not show up to the baby shower cause of his “job” smh♬ STAY – The Kid LAROI & Justin Bieber

Whatever is going on around you adds depth to your content.

That’s not to say you don’t want to ensure you still have sound quality; people still need to be able to hear what you’re saying, and you don’t want to be shouting over a bunch of other people to be heard. But this is a totally different way of creating video content to what we’ve been seeing and doing for the last several years.

And I LOVE IT.

Technical Tips for Creating High-Quality FaceTime TikToks

Creating engaging and high-quality FaceTime TikToks doesn’t, in reality, require any more than a creative idea and a SmartPhone. If you want to use a camera you can, and there are some great cameras for vloggers out there. But your phone will do just nicely. The technical quality of your video does, however, play a significant role in capturing and retaining viewer attention. Sound quality is really the only thing you need to obsess over here. While you may be walking and talking, inside or out, if people can’t hear what you’re saying they’re scrolling. If there are really loud and distracting background noises making it tough to hear you, or just plain irritating their ears, they’re scrolling.

You phone mic is often going to be good enough to pick up what you’re saying, just be mindful of the need for audio quality. If you need to, keep a handy little mic that plugs into your phone handy so you can use it if need be.

Honesty, the greatest blessing of this trend is how informal and messy you can be with it. You’re aiming for causal, remember? So you don’t need to worry about the technical side of things unless you want to. If you do want to, here are some technical tips and best practices to ensure your TikToks stand out:

Lighting

Natural Light: Whenever possible, utilise natural lighting. Face a window or conduct your video call where daylight is abundant to achieve a clear and flattering visual.

Avoid Backlighting: Ensure the main light source is in front of you, not behind. Backlighting can cause the subject to be in shadow, making it difficult for viewers to see facial expressions.

Ring Lights: For indoor recordings, consider using a ring light. These are affordable and can significantly improve the quality of your video by providing even, soft lighting.

Audio Quality

Quiet Environment: Recording in a quiet environment isn’t always going to gel with what you’re trying to achieve here. Just be mindful of the noises going on around you. The sound of a kettle boiling, for example, can be unexpectedly deafening when you’re talking while making a brew in the morning – especially if you have the kind of kettle that whistles. Unexpected sounds can distract viewers from your content, but general background noise isn’t too much of an issue. So, if they see you’re walking down the street, their eyes tell them to expect the sound of your feet on the ground, a little wind distortion, the odd car passing by. You don’t need to worry too much about the general noises around you, it’s the big ones that happen close to you and off camera (like a kettle, the sudden blare of a horn, or the incessant screams of a child that’s off camera) that will put people off. 

External Microphone: If possible, use an external microphone. This can greatly enhance audio clarity, making your videos easy to hear and digest. You don’t need to use a big, bulky, fancy affair, one of the small clipon ones that plug into your phone and can easily attach to your collar or be held in your hand will work fine. You can also get headphones that have a built-in mic.

Speak Clearly: Enunciate your words and speak loud enough to be heard without shouting. Clear communication helps keep your audience engaged.

Editing

Don’t Over Edit: If you can use your full clip as-is without cutting anything out at all, do it! The goal here is conversational style and a talkative energy. You don’t need to worry about babbling (within reason!), stumbling over your words, pauses, erms and ahs. If you want to cut a portion out, simply cut it. Stop at the point you’re happy with, start again at the next point you’re happy with, remove everything in the middle without any fancy editing, transitions or fuss. If you get complicated with it, you’ll break the illusion.

Use Captions: Add text overlays or captions to emphasise key points or for viewers watching without sound.

Engaging Viewers

Attention-Grabbing Start: One good trick you can do is to begin your video with a hook—a question, an interesting fact, or a surprising statement to grab attention within the first few seconds. I often take a very short snippet from the video as a whole, the funniest bit, the most controversial bit, or the bit that teases the value, and include it at the start, before showing the full thing (including the bit already shown at the start in context).

@fantasygirlwrites My favourite #UrbanFantasy series ever, explained. If you love the likes of #KelleyArmstrong #PatriciaBriggs #LaurelKHamilton #CharlaineHarris and #LJSmith you really need to read the #KateDaniels series by #IlonaAndrews it is absolute perfection. 🗡🦁🐺🪄#booktok #bookrecommendations #bookrecs #bookcommunity #bookish #bookworm #booklover #fantasybooktok ♬ original sound – Fantasy Girl Writes

Embracing TikTok’s FaceTime Era

TikTok’s platform, characterised by its diversity and creativity, offers marketers an expansive playground to experiment with casual storytelling techniques, including FaceTime TikToks. By crafting content that is relatable, authentic, and inclusive, brands can connect with a wide audience, transcending traditional demographic boundaries. This approach not only enhances brand visibility but also fosters a deeper, more meaningful connection with consumers across all age groups.

FaceTime TikToks are only going to get more popular in 2024, so capitalise on the trend now while it’s in its infancy. And if you want to know about more top trends to watch out for on social this year, sign up below for our free guide to the hottest 🥵 social trends of the year…