TikTok's platform has over 750 million users worldwide according to Insider and is now the third largest of the Big Five worldwide social networks. With the hundreds of thousands of creators on TikTok, you can imagine that there are brands taking advantage of the platform to increase sales and awareness. In order to roll out an effective campaign, here are the top 5 things to keep in mind when working with TikTok influencers.
When starting a campaign, you must acknowledge what it is that you want to accomplish with your program and communicate your influencer marketing strategy to the influencers you’re working with. If an influencer is aware of your campaign goals ahead of time, you're able to:
If both sides are aware of the overall campaign goals, delivering on those goals will become a much smoother and effective process.
There are hundreds of thousands of influencers across TikTok that your brand can work with. Each influencer has different strengths, so it's about finding what is best for your brand and your campaign plan. Two important things to consider while you’re looking for the perfect match are:
You can find these influencers by searching up hashtags and looking at who your TikTok target audience is engaging with, or by utilizing tools that can consolidate and streamline the discovery process for you.
TikTok has a creator marketplace where you can reach out to influencers and let them know you want to collaborate with them as well as send proposals, pay an influencer, and negotiate a contract. These tools are fantastic if you have a smaller budget and just want to do some small tests.
Once you’re ready to scale up, you can also use an influencer marketing tool that can do all of this for you. When connecting with your influencers around the campaign brief, you will be able to set video guidelines including key talking points, as well as advise them of words to use or avoid.
Other than that, you’ll want to give your influencers enough creative freedom to let the video be as authentic as possible. Leave it up to the influencer, who already knows their audience, to inform about your product in a way that is engaging for them.
The beauty of social media platforms like TikTok is that there is an entire ad network in place for brands to use for their advertisements. What’s amazing about TikTok’s ads manager specifically is that you can:
Agorapulse recently did an in-depth webinar that includes a ton of relevant information around both B2C and B2B ad spending on TikTok.
Once the campaign is complete, determine the effectiveness of the campaign by looking at a few important indicators:
gen video has tools that can help your brand keep track of sales per asset, influencer and retailer for products sold online. Take notes of what went right and what went wrong because you can learn for your next campaign.