Tik Tok has exploded over the last few years — it’s the most downloaded app globally..
TikTok reached one billion users in the third quarter of 2021 and is expected to reach 1.8 billion by the end of 2022.
Because of its short-form video model, people can scroll and consume ads, information, and entertaining videos in seconds. In 2022, users of this platform arel spending nearly 46 minutes per day on the app.
Using Tik Tok influencer marketing is a no-brainer for brands wanting to reach new heights.
What is TikTok Influencer Marketing?
Tik Tok influencer marketing is like any other influencer marketing, except it’s on Tik Tok specifically. It’s partnering with content creators to make short videos that promote your brand and products in authentic, engaging ways.
Sometimes brands leverage their own Tik Tok accounts to share sponsored content across the app, though this form of content doesn’t garner as much attention as authentic user generated content.
What Brands Should Advertise on TikTok?
Brands on Tik Tok reach audiences of all ages, but right now the sweet spot is brands who cater to Gen Z audiences. This generation has grown up with easy access to social media, consuming this medium of advertising comes naturally. Industries doing well include the beauty industry, fashion, home organization, interior design, food and beverage, and even industries like construction, finance, and education do well.
What Kind of Content Performs Best on TikTok?
Creating viral content is unpredictable, but the videos that do the best follow the newest trends. Using tending sounds, hashtags, dances, and editing techniques quickly climb to the top.
It’s important to note that videos that look real garner the most attention. If your videos look and feel like your audience is being marketed too, they’ll quickly lose interest.
Tips for a Successful Influencer Campaign on TikTok
Launching your influencer marketing campaign on Tik Tok is an exciting endeavor. Here are some tips for a successful run.
Know Your Goals
To do well on Tik Tok, you need to have a clear goal in mind. Know what your deliverables are, what the timeline looks like, and what you want the end result to look like. Create a content map to stay on track and outline which pieces of the process should happen when.
Do your research on which influencers make sense for your campaign goals. Some content might look like:
- Profile Takeovers
- Product Reviews
- Sponsored Content
- Hashtag challenges
- Jumping on a trending sound
- Adding your brand’s spin on a trending challenge
Know Your Audience
Brands with a solid understanding of their key audience anticipate what they want to see next. They know their behavior patterns, thought process, motivators, and interests — then recruit content creators to speak to it.
You might have a great product, but if you put the wrong message in front of the right audience, it might flop. Alternatively, if you put the right message in front of the wrong audience you will get ignored.
Have a Deep Understanding of Influencer Marketing
Influencer marketing it’s as easy as it may sound. It takes work to uncover what will convert and what won’t catch attention.
Educating yourself on the hidden “rules” of influencer marketing prior to hiring influencers and launching your campaigns can save you heartache in the long run. Read up on the latest influencer marketing news, trends, and tools to get the most out of your influencer marketing efforts.
Think Beyond the #ForYou Page
While #ForYou might get you to the feed of your audiences, you need to consider other relative hashtags, sounds. and captions. There’s a lot that goes into creating the posts that inspire engagement or taking an action.
Additionally, trends are constantly changing. What was popular last month or even last week may be considered old news today. You don’t want to jump on the bandwagon too late in the game.
There are billions of views for the hashtag #TikTokMadeMeBuyIt. Tik Tok influencers and brands now have the opportunity to take advantage of TikTok Shop. Tik Tok Shop is a new way to build an eCommerce storefront where you can link your product pages with content to get discovered and inspire purchases.
TikTok Live, launched in August, 2022, is increasingly a useful tool for influencer marketing. Just like good ol’ fashioned QVC broadcasts, influencers can do tutorials, product reviews, unboxing videos, and more in real-time.
This is a creative way to insert influencer marketing content in an authentic way that inspires purchases.
Cross-promoting on Tik Tok refers to partnering with content creators to make videos that promote your brand or products. It’s a great way to increase views and get to bigger audiences. To do this, be prepared to pay for this and set clear expectations in the contracts you offer.
TikTok Influencer Marketing: Campaign Mistakes to Avoid
Not every campaign will be a hit, and that’s okay — but there are mistakes to avoid altogether for that chance to lessen.
While audiences know that some of the content they’re consuming on Tik Tok is sponsored, outwardly pushing that narrative backfires most of the time. If the content you or your influencers create feels clunky and inauthentic, you may be ignored, or worse — called out in the comments section.
Most brands have a distinct brand personality. Making content that follows the newest trends but isn’t “on brand” may be a turn off to your audience. Stay genuine in the message your company believes in and recruit influencers for your campaign that naturally align with those values.
Poor strategy can be felt by creators and audiences alike. Additionally, poor strategy might lead influencers to not want to work with you, and draw influencers that don’t convey your message effectively.
Craft your strategy and be clear about your goals.
No Call to Action
Audiences typically follow the lead of content creators, even under the guise of influencer marketing. Without a call to action, your prospects might not know what is expected of them after viewing your content and move on to the next post.
A solid call to action prompts the right outcome based on your desired goals.
The Wrong Influencers
It’s not always best to use a well-known influencer with a sizable following to market your business. Large audiences are great, but if they are the wrong ones for your brand, you will be wasting your time and money. Selecting the incorrect influencer might not only be useless, but it can also be detrimental to your reputation and confuse your audience.
How Do You Choose the Right TikTok Influencers for Your Campaign?
There are multiple variables to consider when working with influencers. Choosing Tik Tok influencers can make or break your campaign. Not only are influencer marketing agencies a good place to start, but other considerations are important as well.
Choose influencers that align with your brand. Find people that look like the people you market to and want to use your products. This can be based on age, location, race, socioeconomic status, and marital status.
Look Beyond Follower Count
A large following is great, but only if there is a healthy engagement rate to go along with it. There are nano, micro, and macro influencers with dedicated followers that trust the products they recommend and buy them based on that vote of confidence.
Look at follower count, but don’t just base working with an influencer on that number.
How Do You Work With TikTok Influencers?
Working with Tik Tok influencers is easy if you work with an influencer marketing agency to outline your goals, and find the right fit for each campaign. There are influencer platforms that are all-in-one solutions to find, vet, ship product, and pay your influencer partners.
Remember to place a contract and stick to the agreement.
How Do You Measure the Success of Your TikTok Influencer Campaign?
Tracking your influencer marketing campaign is the only way to determine if your efforts are working. There are different ways to measure your success:
Tracking referral traffic is one way to measure the success of your Tik Tok influencer campaign. You can calculate where traffic came from with different tools and plugins you work with on your campaigns.
Measuring the growth of your audience is crucial to finding what content and influencer campaigns work and what doesn’t. Leveraging tools to pinpoint exactly where your audience growth comes from helps you make better decisions in the future for different campaigns.
In social media and digital marketing, sentiment analysis uses machine learning to identify polarity. A text’s polarity (also known as a positive or negative viewpoint) can be found anywhere in the document, in a paragraph, a phrase, or a clause.
Businesses need to consider people’s emotions since consumers may now communicate their views and feelings more freely than ever before. Brands are able to listen carefully to their consumers and customize their products and services to match their demands by automatically evaluating customer input, from survey replies to social media chats.
Keeping the pulse on engagement rates throughout your campaign gives you a birds eye view of what people respond to. Keep tabs on the content that captures attention via likes, saves, and shares.
The proof is in the pudding when it comes to conversions from your campaign. Seeing your ROI from campaign kickoff to finish is solid proof that investing in influencer marketing works.
Generate Explosive Brand Awareness with TikTok Influencer Marketing
Tik Tok influencer marketing has created explosive growth and brand awareness for many brands and businesses leveraging the app. Placing your marketing dollars in the hands of influencers with a dedicated following is a great investment when done right.