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With 1 million active users each month, TikTok was the 7th social network in 2021. Focused on entertainment, dance, humor, DIY and fitness, the application even surpassed Twitter and Snapchat. On the growth side, it experienced a 1157.76% increase in its users between 2018 and 2020. Finally, TikTok is the social network where the sessions are the longest (on average 11 minutes). This represents a total of 68 billion hours spent on the application in 2019!
While influencer marketing is wildly successful, TikTok therefore seems to be the essential platform to reach a young and dynamic audience. Remember that this type of marketing aims to promote a brand via social media personalities – influencers. From nano-influencers with less than 10,000 followers to mega-influencers with over 500,000, influencer marketing provides exceptional visibility and conversion power.
Now, here are 4 tips to optimize your marketing on TikTok. Take inspiration from examples of brands to boost yours on this popular social network!
1 / Encourage users to create content around your brand
The first approach is to use user-generated content (UGC). It’s about getting your target audience to create content around your brand, in order to promote it. Also, videos created by other users are more authentic and appeal more to TikTok audiences.
To do this, you need to be creative in coming up with an attractive theme. In particular, the challenges are very popular and encourage participation and sharing.
Also consider creating a hashtag associated with this challenge. This will give you more visibility and increase the chances that your marketing action will go viral. For example, Guess launched the hashtag #InMyDenim in 2018. For this challenge, influencers had to post videos where they went from a disheveled look to a glamorous style.
Take the example of Fortnite, whose young audience is very active on TikTok. To engage this audience, developer Epic Games launched a challenge in 2020: #EmoteRoyaleContest. It invited users to create original dances that could become official emotes for characters in the game.
2 / Call on micro-influencers
Second, you could also promote your brand through micro-influencers. They are more affordable than the big TikTok celebrities, while still having great potential.
Indeed, if you choose them wisely, these small influencers could bring you many customers. So make sure that their audience matches yours perfectly, and that their messages are consistent with yours. This will improve your chances of success.
When you call on influencers, whoever they are, be clear about your expectations. A clear brief will avoid wasting time for them and for you.
Gymshark has a long history of harnessing influencer marketing on Instagram. The fitness brand took over TikTok in early 2019 with its “66 Days: Change Your Life” sports challenge (#gymshark66). For better visibility, she has partnered with 6 fitness industry influencers
To maintain consistency, also provide some visual elements of your brand. For example, send your micro-influencers your logo in high definition so that they can integrate it into their TikTok posts.
If you are just starting out and want to create your logo, you can go to the Tailor Brands site. The platform allows you to generate one easily and quickly, which is consistent with your brand image. In fact, you can even check out @TailorBrands’ TikTok account to discover unique creations from a multitude of users.
3 / Leverage TikTok ads
Another option is to use TikTok ads.
The most popular and affordable are In-Feed ads, which appear in the user’s feed based on their interests. This is a video up to 60 seconds, with branding, text up to 100 characters, call to action, and destination URL.
This is the type of TikTok Ad that Maybelline chose to launch its new mascara in Spain. In partnership with @lolaloliitaaa, the cosmetics brand created a One Day Max In-Feed Ad. It shows the influencer using Lash Lift mascara in a natural way. Popping up amidst other CGUs, this authentic-looking immersive video garnered over 3.5 million impressions and 109,000 likes.
There are also TopView Ads, which appear at the top of the “For You” feed when you first open the app. This format offers a very large reach and a high number of impressions.
Finally, the Brand Takeover Ad appears when TikTok opens, in full screen. Lasting between 3 and 5 seconds, this premium ad is very expensive.
4 / Create your own TikTok videos
Finally, you can also create your own TikTok videos. They should be short, engaging and true to your brand image.
On this energetic application, creativity and originality are essential. While showing your expertise, do not hesitate to bet on humor.
In addition, be sure to edit a sufficiently dynamic video. And if you include text, make sure it’s readable (font and display time).
In short, users must want to like and share your TikTok videos so that they create a buzz. So get inspired by trends or launch your own!
Conclusion
To break into TikTok and get your brand known there, combine these 4 complementary approaches. And if your budget is limited, focus on user-generated content and creating your own TikTok videos first.
Calling on very small influencers in your field could also be accessible if you offer them adequate conditions. In any case, don’t deprive yourself of the influence marketing power of TikTok!
FAQ: TikTok and influencer marketing
WHAT IS INFLUENCER MARKETING?
Influencer marketing aims to promote a brand via social media personalities, influencers. From nano-influencers with less than 10,000 followers to mega-influencers with over 500,000, influencer marketing provides exceptional visibility and conversion power.
WHY USE TIK TOK FOR INFLUENCER MARKETING?
To promote your brand, Tik Tok is the essential platform to reach a young and dynamic audience. Indeed, TikTok was the 7th social network in 2021. Focused on entertainment, dance, humor, DIY and fitness, the application even surpassed Twitter and Snapchat.
TikTok is the social network where the sessions are the longest (on average 11 minutes). This represents a total of 68 billion hours spent on the application in 2019!
HOW TO USE TIK TOK WELL FOR SUCCESSFUL INFLUENCER MARKETING?
- Use user-generated content : You need to encourage your target audience to create content around your brand, in order to promote it.
- Use micro-influencers: they are more affordable than the big TikTok celebrities, while having interesting potential. However, their audience must correspond perfectly to yours, and their messages must be consistent with yours.
- Use Tik Tok ads: these are In-Feed ads, which appear in the user’s feed according to their interests. There are also TopView Ads, which appear at the top of the “For You” feed when you first open the app. Finally, the Brand Takeover Ad appears when TikTok opens
