With users spending almost an hour each day on TikTok, this platform is undoubtedly a place that marketers like you should be spending your time.
Short-form video has emerged as a content must have for multiple platforms after TikTok gained popularity. Not just that, while Instagram and Facebook have built their businesses around their advertisers, Tiktok was built on the core belief that the creator is at the center of the platform, and they want their content to be seen.
What does that mean for you as a marketer? Well that means the likelihood of your paid campaign reaching thousands of people is much higher on TikTok than Instagram, because the platform’s algorithm is meant to expand reach as much as possible, while Instagram’s preference is having you put paid spend behind an influencer’s piece of content so it can be seen by more people.
Think about how quickly Instagram rolled out Reels. Short-form video content is more entertaining, which is why we believe sponsoring short-form video content should be a core focus of your 2021 marketing plan, as outlined in this blog post. That means there’s more ways for content creators to get creative with your brands.
Here’s how you can work with TikTok influencers.
- TikTok Influencer Marketing Ads
This is the broadest option when it comes to working with influencers on TikTok. It allows for creative freedom which keeps the brand partnership authentic. Essentially a brand invests in a specific influencer and discloses the partnership using the hashtag ad.
- In-Feed Ads
In-Feed ads are integrated directly into the for you page feed. These are produced with the help of an agency typically since the marketers are controlling the content directly. TikTok offers these types of ads based on many demographics and can cost a minimum of $10 per impression (CPM)
- Hashtag Challenge Ads
This type of ad encourages user-generated content. Typically TikTok influencers that hop on top of these trends easily encourage their followers to do the same. Using different hashtag also makes the content searchable and encourages a more authentic ad.
Now how can you as a marketer execute a TikTok campaign?
- Make sure TikTok is right for your brand. If you want to reach a massive Gen-Z audience then you should consider being relevant on TikTok.
- Next determine the goal of the campaign. This seems intuitive but when you are using TikTok for the first time, be sure that you can effectively measure the return on investment.
- Research the influencer. Take Brittany Xavier as an example. Her following enjoys her fashion, make-up and style content. She also does a lot of mother and daughter content too and although she has many followers your brand needs to be able to align with her values.
- Creativity. TikTok influencer marketing ads work best when the influencer is allowed to express their creativity. Marketing campaigns work best when the creators you work with intuitively creating so set the boundaries of the campaign but don’t stifle the creativity.
- Measurement. Make sure to review the analytics after the post goes live. Align these measurements with your goals and be sure to understand what worked.
- Be FTC Compliant. Other platforms are familiar with this but here are the FTC guidelines as a refresh.
Again when it comes to identifying TikTok influencers that you should work with, do the research. As with most brand partnerships you want to find relationships that you can continue to utilize. This makes for the most authentic partnerships. Plus, as TikTok becomes more inundated by ads and sponsorships you want to make sure you are communicating with an authentic voice.
To learn more about working with our own clients on TikTok or if you have any questions email firstname.lastname@example.org!