Ever wonder if your brand is ready for a TikTok influencer marketing campaign?
Have you worked with influencers before? If you haven’t, now is the perfect time to take advantage of the success of viral video apps.
Currently, TikTok is the 6th largest social media network in the world. Surpassing LinkedIn, Reddit, Snapchat, Twitter, and Pinterest.
TikTok has been growing rapidly in the world market since 2020 and 40 TikTok stars have more than 10 million followers.
But while this app offers plenty of influencer marketing opportunities, it does require a different approach compared to Facebook or Instagram.
Before we dive into how to work with influencers on TikTok, let’s first take a look at who’s using the platform to see if it’s a good fit for your brand.
Who uses TikTok?
Teenagers really like using the TikTok application.
More than 1/4 (27%) of its users are between the ages of 13-17.
And more than 1/2 (69%) of users are 13-24 years old.
Here’s the full age breakdown:
- Ages 13-17: 27%
- Ages 18-24: 42%
- Ages 25-34: 16%
- Age 35-44: 8%
- Ages 45-54: 3%
- Age 55+: 4%
In terms of gender, TikTok skews 60% women and 40% men.
The average user opens TikTok 8 times a day and spends up to 46 minutes browsing videos, while the average time Instagram users spend scrolling through their feed is 28 minutes daily.
Thanks to the TikTok feed ‘For You’, viewers are sucked into the video content cycle, which helps explain the high engagement rate.
So, if you know that your target audience hangs out on TikTok, working with influencers to create fresh and authentic content can be a great option for your brand.
Let’s explore how to do it successfully!
Read our guide about TikTok Creator Marketplace and learn how to find more influencers.
Have a Clear Goal
As with any online influencer activity, you want to make sure you set clear goals from the start.
While there are many influencers to choose from who have a wide reach, make sure you choose those with a relevant audience.
This is why it is important to examine why you are using TikTok influencer marketing: is it to generate brand awareness or make a sale?
If the former, you may want to focus on influencers with large audiences.
If the latter, you may want to focus on niche influencers that are less well-known, but more aligned with a very specific target demographic.
That way, you’re much more likely to see an ROI from their engaged followers versus someone with a large following that spans many different demographics (which doesn’t necessarily match your own).
Need to write your marketing game plan? Read our guide on how to write your marketing brief.
Use Hashtags
Whether hashtag challenges are part of your TikTok influencer marketing strategy, you should create memorable hashtags alongside your sponsored posts.
Why? Because they can help generate massive engagement for your content and leave a lasting impression on viewers.
Choosing the right hashtags is part science, part art, so make sure you consider the following before choosing your # of choice:
Do Your Research
First things first – analysis of hashtags that have previously worked well for other brands. What’s with hashtags that generate great engagement? Look for themes and similarities across multiple examples to understand what works (and therefore what might not).
The key is to choose hashtags that can be associated with your brand but are not overly promotional. It’s a fine balance to strike, which is why it’s worth spending a little time researching and getting inspiration from other successful campaigns.
Make It Worth Sharing
If you want sponsored content you can share it as widely as possible. To achieve this, it must have a spelling that is simple, easy to remember, and easy to find. It’s also a good idea to consider colloquialisms to make sure you don’t create hashtags that don’t make sense when translated into other languages. And of course, don’t forget to measure the success of your hashtags.
Ask Influencers For Advice
Don’t be afraid to ask the experts for their insights on what types of sponsored TikTok videos will perform best with their viewers.
After all, they are the ones with the most experience with the platform to spend time trying and testing different approaches to see which one works best.
So, work with them to create authentic messages that fit TikTok’s somewhat unconventional approach, rather than messages that seem too corporate.
The point is to be flexible and allow influencers to provide feedback on your strategy, so you can develop campaigns that align with your brand and resonate with the highly engaged TikTok community.
As always, the best influencer campaigns come from close collaboration, the same goes for TikTok.
Conclusion:
There’s never been a better time to develop a TikTok influencer marketing strategy.
In the reach that went before, Tiktok is becoming a powerful way to drive your brand engagement and turn TikTok users into your customers.
Even for brands with small marketing budgets, influencer-led TikTok campaigns offer a cost-effective and creative solution to drive engagement and awareness in no time.
When planning your influencer marketing strategy, consider the best and worst-case scenarios, and don’t be afraid to show the human side of your brand.
And don’t forget: close relationships and collaborations make influencer campaigns the best.
Need insights choosing the influencer for your brand? Our Complete Guide on hiring influencers got you covered.
