How to Build an Effective TikTok Influencer Marketing Campaign
TikTok influencers have definitely become the talk of the town now, with 500 million active TikTok users. As TikTok is continuously gaining popularity among the most talented and creative content creators since its launch in 2016, companies are continuously trying to find influencers who can prove to be a good match for their brand.
Influencers like Charli D’ Amelio have reached millions of followers in just a matter of weeks and brands are putting in a lot of effort to hire such young and outgoing people, who make up about 41% of the total TikTok users. Although platforms such as Facebook, Instagram, and YouTube have been immensely popular for influencer marketing, the rate at which influencers are able to engage with their followers on TikTok is much greater. This looks like a major plus point to brands who want to market themselves by reaching out to their target audience in a creative and subtle way. However, keep in mind that planning an effective influencer marketing campaign on TikTok would require a lot of strategic thinking and effort. Here are a few tips that can help you plan this:
Keep It Non-traditional
TikTok is known for its trending dance videos, lip-sync videos and hashtag challenges, which keep users engaged and entertained. Don’t make the mistake of hiring influencers and telling them exactly what they need to say about your brand. People do not follow influencers for them to present your brand like it would be presented in a traditional advertisement. People want to see their favorite influencers doing fun stuff and entertaining them, instead of acting like paid actors. This can completely put off followers and even make them annoyed with the influencer as well as your brand. Influencers have their own way of engaging with their followers, and if their followers feel a change in that, it might damage their connection.
Relevance is More Important Than Reach
Like any other social media platform, you need to make sure that you’re hiring the TikTok influencers who can help you enter the relevant niche where you wish to position yourself. Many TikTok influencers have a significantly large fan following but you need to figure out which influencers will prove beneficial for you. Do thorough research on TikTok influencers; this includes the type of content they create and the type of followers they have. Gathering enough information about the potential TikTok influencers who can market your brand will make it much easier for you to make the final call and will also ensure that your influencer marketing campaign is successful.
Use Metrics to Determine Your Campaign’s Success
The influencers you’re working with should be allowed to be creative with presenting your brand to their followers, however, it’s your responsibility to keep an eye on stats and figures to know if your influencer marketing campaign is going in the direction that you want it to. The decisions that you make and the strategies that you design should be data-driven. You can use tools like Pentos, which can help monitor the performance of the content created by TikTok influencers, by showing you the number of views, number of hearts, etc. It’s very important to gauge the performance of your influencer marketing campaign so that you can decide if you want to modify your strategy.
Compliance With FTC Guidelines
Social media is a very powerful place, so you need to be careful before putting anything out there. Privacy should be a top priority that should be taken into consideration by every platform. TikTok has been questioned in the past for the way it manages the data of its users. It’s extremely important that you set clear guidelines for TikTok influencers when it comes to promoting your brand so that you don’t have to worry about any legal issues afterward. Remember to keep these tips in mind while planning your TikTok influencer marketing campaign.