Storytelling Through TikTok
Scope
White Paper
Role
User Research
Duration
Fall 2024
Overview
TikTok has emerged as a transformative platform that redefines storytelling through short-form video, interactive features, and creator-driven narratives. As the app continues to dominate the digital landscape, it offers brands and creators an unprecedented opportunity to connect with niche audiences, build trust, and drive consumer action.
Objective
Understand the behavioral economic principles influencing user behavior on TikTok
Analyze how TikTok reshapes narrative formats and content design
Provide guidance for creating high-impact, authentic TikTok content
This project was completed as part of ICM 518: Visual Storytelling, a graduate ICM course at Quinnipiac University.
Key Behavioral Economics Principles
Social Proof – Users follow what others deem as "cool," often through creator recommendations and viral trends.
Friction Costs – TikTok reduces user hesitation with integrated features like TikTok Shop, which minimizes steps to purchase.
Fear of Missing Out (FOMO) – The Trending Now page and fast-changing content cycles drive users to participate before trends pass.
How TikTok Changes Storytelling
TikTok’s short, dynamic video format transforms storytelling into an accessible, fast-paced experience. It:
Encourages visual, non-linear narratives that rely on editing, music, and timing
Empowers diverse creators to share personal and relatable stories
Rewards authenticity and co-creation over polished production
Visual Media Shift
91% of users prefer visual/interactive content over traditional formats
TikTok holds the highest engagement rate of any major social platform (5.69%)
Storytelling is now expected to be concise, relatable, and visually compelling
Influencer Marketing & Authenticity
Influencer marketing on TikTok leverages powerful behavioral triggers like social proof and FOMO, making it a key driver of engagement and conversion. 67% of female shoppers rely on creator recommendations when making purchasing decisions. Brands that partner with authentic creators who genuinely align with their values tend to see stronger ROI, deeper trust, and more meaningful audience connections.
Designing for TikTok
TikTok Narratives
While short, successful TikToks still follow narrative arcs, often simplified into exposition, climax, and resolution. Some stories span multiple posts to retain viewer interest.
TikTok’s 2024 Trend Report highlights “storytelling unhinged” as a major theme, emphasizing the value of intrigue and community-driven narratives. The platform encourages brands to give users a role in shaping the brand identity.
As brands compete for the top of the TikTok For You Page, only a few will win. Understanding the key players and behaviors of TikTok users remains essential to gaining favor within the TikTok Community. However, leveraging these will be what sets each brand apart. To take advantage of the growing platform, here are a couple of tips to guide content creation.
How to Dominate the For You Page
Empower Authentic Voices – Partner with creators who represent your brand ethos
Embrace Differentiation – Use unique formats like tier lists, tutorials, or behind-the-scenes content to stand out
Balance Trends with Originality – Ride relevant trends while infusing your own brand perspective
Conclusion
TikTok is more than just a platform,it’s a storytelling engine driven by real people, emotions, and authenticity. Brands that understand behavioral cues, design with purpose, and co-create with audiences will not only capture attention but also inspire action. By mastering visual storytelling and embracing TikTok’s creator-first culture, brands can redefine their digital presence for the next generation of consumers.