Why is influencer marketing so successful on TikTok? TikTok has changed the way people interact with brands on social media. It’s 1 billion active users and five times better engagement rate than other social networks provide brand owners with an opportunity to reach new audiences in a cost-effective manner. Marketers should embrace TikTok if they want to gain an edge over their rivals.
By becoming a part of this new platform, brands are able to reach the right audience more and get better engagement. As businesses begin to see the opportunities inherent in TikTok, they’re spending more money on ads. Both its user base and ad revenue are on the rise. As a result companies want to figure out how they can benefit from this video-first social platform.
TikTok: What Is It and How Does It Operate?
TikTok is a video-sharing app that prioritizes the content people are most likely to watch based on what they’ve seen before. TikTok’s focus on entertainment over follower count sets it apart from other social media sites. Savvy marketers have the opportunity to make their videos popular and get increased traffic from consumers.
It is a platform that welcomes organic content, but it also offers an opportunity to promote campaigns with various forms of advertising. A better way to raise brand awareness and encourage community involvement is through advertisements. Due to their enormous popularity, influencers, and producers on TikTok inevitably play a significant role in any branded hashtag challenges or product announcements.
How does TikTok Influencer Marketing operate?
Influencer marketing on TikTok is the practice of working with content producers to create short videos that advertise your company. By leveraging the powerful effects of social proof and brand trust, influencer marketing helps firms avoid coming across as pushy a common pitfall in digital advertising.
Brands often publish sponsored content or branded advertisements on their own TikTok accounts. Although this strategy is good, influencer-generated content typically receives more interaction (IGC).
As 34% of TikTok users have made purchases as a result of influencers, it is advantageous to devote the majority of your investment toward creating in-group content (IGC), which attracts active and varied audiences to your brand’s TikTok account or website.
Why Brands Should Employ TikTok Influencer Marketing?
Brands are already attracting customers on TikTok by connecting with a variety of potential fans through the app’s discoverability. Some marketers have used influencers to help connect with consumers, although many brands still need to find new ways to attract people, particularly younger audiences.
Unlike other forms of marketing, TikTok doesn’t necessarily link interaction and followers. The For You Page (FYP) is largely algorithm-based, so even tiny firms can reach significant audiences. Influencers increase the likelihood of this happening. On TikTok, brands frequently have a majority of their posts with views in the low thousands and a few ones with hundreds of thousands.
How to Find TikTok Influencers?
When searching for TikTok influencers, look for creators who fit well with your brand’s image. With the app offering customization, today’s influencers can branch out from just music and fashion.
Marketers can use this new technology platform to connect with producers and establish a presence in the country regardless of their industry. TikTok is growing at an incredible rate, so keep an eye out for the new influencers who appear on the platform. It’s critical that brands partner with creators early in their careers stay relevant and reach younger audiences.
The Best Ways to Find Influencers for Your Brand
While collaborations with current partners may be good for marketing your product, it’s best to focus on influencer-first campaigns. Many trends on TikTok are so fleeting that it’s difficult for creators to create successful videos unless they stay up-to-date with the latest fashion and pop culture. The TikTok algorithm is notoriously hard to figure out how works.
By collaborating with TikTok-first influencers, your brand can reach a highly relevant audience that translates to more conversions. But results may vary depending on your industry and digital marketing plan. Always test your content pillars and categorize material to determine what is the most effective at advancing key performance metrics (KPIs). Consider running paid, organic, and influencer campaigns on TikTok as one strategy rather than segmenting them.
It’s best to invest advertising dollars in TikTok influencers who follow a consistent model. They should be part of an overall strategy that includes experimentation, creativity, and the use of unconventional methods.
How to Incorporate TikTok Influencers?
TikTok boasts users, but goal-setting is critical to achieving success on the platform. Because of TikTok’s popularity, many people are re-sharing old posts. This makes it hard to optimize and make content successful in this new arena for brands looking to succeed there. To succeed on TikTok, brands must stay current and produce material rapidly. This will put the brand in front of potential customers by creating trends—a sure way to get noticed quickly.
Influencers play a significant role in the adoption of trends. Creator Marketplace makes it easier for brands to coordinate campaigns with influencers on TikTok than other platforms do. The most effective way for brands to approach influencer marketing on TikTok is still unclear. However, savvy companies are already implementing some or all of these strategies in their relationships with creators:
Sponsored relationships
TikTok, a video-sharing application, favors unfiltered content. Influencers may offer brands an opportunity to reach millennials by leveraging creators with whom they are already familiar and whose material the users enjoy.
TikTok Influencer Agencies are a great way to find the best TikTok influencers and brand partnerships. Top TikTok influencers who have built them following by creating engaging content that their fans love.
Employ creators as a springboard for community collaboration
With 7.4 billion views, #aeriereal is an excellent illustration of a brand using influencers to establish a trend. Aerie collaborated with social media influencers like Charli D’amelio, who has nearly 115 million TikTok followers. A representative for the company claims that Aerie’s internet sales increased by 75% in the first quarter. The highest-paid TikTok influencers always try to promote your brand message and products.
If your campaign is sponsored by a brand with a strong market presence and social media followers, it will likely generate more success. The company recommends spending anywhere from $100,000 to $200,000 promoting hashtag challenges on the app itself.
Influencers with smaller followings may be more accessible to small businesses than large influencers who are already well-known.
Product evaluations
TikTok users share product reviews, which may easily transition into paid partnerships. For instance, influencers might pose a query and encourage their audience to respond before making money off of the engagement. Shared reviews could appear on one or both pages.
As a channel for producing content
Some brands simply choose to place sponsored content within their feeds rather than produce their own. For instance, most of the content on Popsockets’ timeline was produced by influencers who had been paid to promote products like Popsockets. Each piece of media adopts the influencer’s personal aesthetic. Consider the influencer @rod, a millennial with anxiety who primarily posts about business life.
Conclusion
Brands can use many ways to leverage the power of influencer marketing in today’s marketplace. Today, micro-influencers are connecting brands with niche audiences at a much higher rate than influencer marketing ever could. With the growth of platforms like TikTok which allows users to create and share content, opportunities for micro-influencers are increasing.
