How To Create Scalable Content Ideas
Watch our hour-long Master Class with Nonsensical’s Associate Creative Director, Chloe Belchamber and Head of Partnerships, Melina Lee to discover how to unlock creative content ideas that actually scale.
Watch the replay and check out our summary below.
Here are our key takeaways:
Repeatable formats means less stress and more scale
Build content formats that you can repeat and evolve over time. Big wild ideas are great for one off campaigns, but can this be scaled?
Scalable formats help to reduce creative pressure of coming up with constant new video ideas.
It makes it easier to stay consistent while still delivering value to your audience, without trying to reinvent the wheel every time you post.
In order for you to maintain consistency and continue to drive better engagement, try and find something repeatable and episodic in your content.
Take the Amalfi Jet’s approach to TikTok for instance, which started with a very simple and scalable series where the founder Kolin essentially stages calls for people looking to book a private jet with his company.
It’s an incredibly simple format and inherently scalable with Amalfi Jets publishing hundreds of these calls since they’ve started.
This format also has the added benefit of clearly showcasing the brand (every video in this series starts with ‘Amalfi Jets this is Kolin’.)
Use performance data to multiply wins
For instance if you’ve achieved the success of a viral video, what is the part 2 you could immediately do? Alongside this, could you turn this into a carousel? Or could you potentially do a BTS of the video itself?
There’s a great example from Before You Speak Coffee who had a one off viral video that they turned into 5 new viral moments with a green screen, a prank call with their boss, and other BTS moments:
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Be recognisable to be memorable
Everyday on TikTok people scroll the height of the Eiffel tower, with people spending 94 minutes a day on average.
With people scrolling on TikTok looking for their next dopamine hit, the first second of a video is so important for grabbing a users attention.
With a recognisable content style that people immediately remember, this will help build memorability and immediately grab attention for a proportion of people seeing these videos on their FYP.
Stand out with ownable, memorable content
Memorability is a huge success factor for long term success for brands on TikTok.
As a brand, not only are you competing against other brands, you're also competing against dogs, AI babies, memes and a variety of far more interesting creators for your audience's attention.
How can you stand out and be remembered amongst the huge amount of content everyone sees each day?
The most memorable brands on the platform have visual identifiers that people remember, signature formats, a consistent voice & tone.
So, whatever you choose to do, you need to ask yourself, is this something my audience would have seen before?
The content that stands out is content that feels personal, ownable, and true to your brand’s tone of voice and personality.
So, instead focus on content that feels unique to you or your brand - what can make you stand out and what makes you memorable above all else.
Mine the comment section for gold
The comment section on TikTok can be more entertaining than the video itself, and it’s also great for content ideas.
Have look at what people are commenting on your videos, on your competitors and on creators across your niche.
People are constantly sharing their own takes, opinions, pain points and that’s inspiration right there.
Whether it's relatability, humour, or a shared frustration, the comments section is a great source of inspiration and can often help you with what to post next.
Use TikTok SEO to find ideas
If you’re running low on content ideas, a TikTok tool you need to try is Creative Search Insights.
Just search for it on TikTok, and it’ll show you the top trending keywords and search terms from the past 7 days.
You can research any term to see the top-performing videos in that space plus TikTok’s built-in AI assistant will generate hook ideas and even script suggestions to help you get started.
For example, if you're in the wedding space, you can search ‘weddings’ and instantly see what people are actively searching for right now.
It also learns from what you post and can highlight content gaps, showing you where there's an opportunity to create something fresh.
Especially if you're in popular categories like the travel space, where users are searching localised recommendations all the time.
Systemise ideation using pillars & formats
Try to avoid thinking in random one off ideas, and instead think about building a content system with consistent formats you can use and the content topics (or pillars) that you can use to easily scale content.
You might have formats such as carousels, vlogs or a podcast style.
But also identify core themes that align with your brand and audience interests and make a list of topics that can be used to create content within each format.
Content pillars don’t need to be limited to one format, for instance an educational series about house plants can be told through a podcast, a carousel or a vlog.
This approach can turn more abstract ideas into structured repeatable executions, kaing ideation faster and clearer.
Ultimately, scalable content on TikTok isn’t about trying everything and anything. It’s about building smart systems, repeatable formats and creative muscle memory to make everything easier.
One of the easiest things you can do when staring at a blank content calendar is not trying to think from scratch but actually looking at what’s already working, and asking yourself ‘how do I do this again.. But better?’
Now go build your content engine, and feed the algorithm something it won’t forget!