Since its creation in 2016, TikTok has quickly become one of the most popular social media apps. TikTok has surpassed YouTube in relevance among brands and influencers. With over 1 billion active users, brands and agencies are wondering how to cash in on this uber popular app to give their products and business a piece of that “air time.” With more and more users on the app of many age groups, the potential for marketing on TikTok is huge. CreatorIQ reports that the number of social commerce buyers in the US increased 25.2% in 2021, reaching over 80 million buyers. This is expected to exceed over 100 million buyers by 2023.
This blog post will share some tips for running a successful TikTok influencer marketing campaign. So, if you’re wondering how TikTok influencer campaigns work, read on!How to Plan an Influencer Marketing Campaign on TikTok
Running a successful TikTok influencer campaign is not as difficult or complicated when you have the proper knowledge and tools at hand. Here’s how to plan your marketing campaign on TikTok:
- Create a Plan and Set Goals
First things first, you should start by creating a plan. This will help you determine the goals for your campaign. Decide if your campaign is awareness driven or sales driven. This will help guide the types of posts you’ll have the influencers create.
- Identify Your Target Audience
Next, you should identify your target audience. There are a number of tools that will give you insight on the influencers’ audience demographics. You can identify age groups, ethnicity, geographical locations, and much, much more. We use Klear to identify this data for all influencers in campaigns. Knowing who you’re trying to reach before going after users on the app will help you better achieve your KPIs for each campaign.
- Create a Content Strategy
Next, you need to create a content strategy that will help promote your brand or product on TikTok. Focus on content that you can also repurpose on the brand’s channel. (Be sure your influencer contract includes permission to reshare and repurpose that content too!) TikTok allows users to create videos up to ten minutes long, however, in most cases shorter videos get much more views and engagement. These are the most popular posts formats among users on TikTok. With that in mind, do you want to showcase the influencers using your product, creating a path to purchase (for example, buying the products at a specific store), or something else? As with all influencer campaigns, focus on storytelling and authentic use cases. Avoid content that comes across as a commercial and very advertorial.
- Determine the Best Influencers for Your Campaign
Now that you’ve created your content strategy, it’s time to choose the right TikTok influencers. In addition to understanding their audience as we mentioned above, you will want to take a look at other factors as well. Try looking at some of their recent posts on TikTok to see if they fit well. Would your brand and the type of content you want them to create align with what the influencer typically creates? What about follower count and engagement rates? Some brands prefer to have influencers with high follower count but we believe a nice mix of nano, macro, and even mega influencers make for a well-rounded campaign. And even with high-follower count, we always recommend checking engagement rates.
How to Execute a Successful Influencer Marketing Campaign on TikTok
Now that you have a plan and the right influencers, it’s time to execute your campaign. Here are some tips for running an effective TikTok influencer marketing campaign:
- Consider Text on Videos
Because captions are so brief on TikTok, encourage influencers to add text for context on their videos.
- Create a Unique Hashtag for the Campaign
Again, since captions are limited to 150 characters, it’s best to keep the captions short. Consider having influencers use a unique hashtag to curate the content being created around the campaign and to extend brand visibility and awareness. .
- Offer Exclusive Deals for Audiences
If you want to convert sales or leads, offer a unique campaign discount code or referral code. Extend the promotion for at least 30 days.
- Reward Top Influencers with More Opportunities
If you notice that one of your influencers is getting a lot of engagement, you should consider rewarding them by offering them more opportunities to work with your brand. This will ensure they remain interested in your marketing campaign and continue sharing your posts.
Conclusion
We hope these tips have given you a few ideas for how to use TikTok influencer marketing in your campaign. If you want more information on any topics we’ve covered here, don’t hesitate to reach out. Our team is ready and waiting to help!
