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In the last few years, TikTok is creating a buzz and continues to its whopping 500 million growing every day. Its trend is predominantly leaning towards the younger generations, when it comes to marketing TikTok is also attractive.
TikTok is the international analog of the original Chinese-based Douyin application, which was created in China in September of 2016. It is an app for iOS and Android in which users can create and share 15-second videos, and it works like most social media apps with followers who like and comment on content. An interesting feature of this app is that it has the ability to record your reaction to a video while you’re watching it. Users can also record a video of their own using the audio from another video.
Here are some tips on how to include TikTok on your influencer marketing tools. Let’s start.
1. Know how the Platform Works
The very first thing you have to do is understand how this platform works. Once you launch the app you are taken directly two main areas, the “For You Page”, and the “Following” page. One of the main aspects of this app becoming an attractive tool for influencer marketing is that you don’t need to follow anyone to get a piece of the experience. If you are interested to check out the latest trends and hashtags, you can do it on the Discover page.
2. Using Advertisements
If you like to invest in advertisements and paid media on Tiktok, then there are four primary forms of ad formats you can use. They are:
Infeed Native Content: The native infeed videos must be 9-15 seconds in length.
Brand Takeovers: Images, animated GIFs and videos can be used.
Hashtag Challenge: Hashtag challenges can be measured by video interaction, clicks, banners views, and similar user-generated videos.
Much like the Snapchat 2D and 3D lenses for photos and faces, TikTok plans to make their platform could possibly infuse the feature to their application.
3. Promote User Interaction
Another important fact of using TikTok is its user participation and interaction with your content. Creating a unique perspective to allow the users to interact with your content without giving off a forced perspective is the main success of TikTok.
4. Use it as a Unique Tool
You don’t need high-quality or highly polished content to make the required impact, all you have to do is make it a unique tool for influencer marketing. But the major fact is the originality of the content.
5. Use Hashtag Challenge for Influencing
A most essential part of this TikTok community is the hashtag challenge. With the right branded hashtag challenge and the TikTok app, the rest is left to the TikTok community. People interested in the challenge can participate in a few easy steps.
Another way to promote your business on TikTok is by launching a hashtag challenge. A hashtag challenge is when you encourage TikTok users to create or recreate content and add your branded hashtag to it.
For example, the brand Guess was one of the first companies to launch a hashtag challenge. They encouraged TikTok users to film themselves wearing Guess’ new denim line with the hashtag #InMyDenim.
And recently, as stated in this Mobile Marketer article, Chipotle’s #GuacDance campaign was TikTok’s highest-performing branded challenge in the U.S. The promotion resulted in Chipotle’s biggest guacamole day ever, with more than 800,000 sides of the condiment served.
A fun hashtag challenge not only promotes your business, but it also drives user interaction and engagement.
TikTok-specific influencers might not be huge yet, but they will be and you can work with them to widen your reach on the platform. Generation Z is typically opposed to anything that looks like a traditional ad. So, working with TikTok influencers can really help you make a connection with that generation of users.
Speaking of Chipotle again, they partnered with influencer David Dobrik for a paid marketing campaign for the #ChipotleLidFlip challenge and got more than 100,000 submissions and 230 million views.
To get results from TikTok influencer marketing, just make sure the influencer’s audience matches your target audience. To find the right influencer for your business, you can look for online tools that let you search bios on TikTok, look for mentions of other brands, the most popular languages used in an influencer audience and more.
It took a while but TikTok has finally introduced ads to their platform. TikTok offers four different types of ads including:
As with any social media platform, ads can help you reach a ton of users on the platform. TikTok also offers precise targeting so you can make sure your ads are reaching the exact users that would be interested in what you have to offer.
If you are interested in investing in digital marketing and paid media on TikTok, there are five primary forms of ad formats you can use to implement:
With in-feed videos, you can tell your brand story like a TikTok creator by integrating video content into users’ “For You” feed. Video ads last <15 seconds on the homepage (For You feed) and with Automatically sound-on in full-screen, much like how Instagram stories are displayed and are skippable. Users can click through to the URL landing page, TikTok page, or app download. The impact the video has is measured by the number of clicks, impressions, CTR, video views, play duration, and video interactions (like share and comments)
A video first format that presents your brand on the best and unmissable placement of TikTok, capturing full user attention with sight, sound and narrative.
Good for a stronger brand recall & engagement with the feel of native in-feed. Videos are :15s total length with Brand Takeover + In-Feed with sound on and users can click out internally to a Hashtag Challenge or external URL.
A TikTok brand takeover immediately hooks user attention with a full-screen static or dynamic display, delivering a strong visual impact for your brand. You can use a static image, GIF, or video of 3-5 seconds. The embedded links can be connected to websites landing pages or challenges and hashtags within the platform. It delivers beyond guaranteed impressions.
A one-of-a-kind engagement format that taps into user passion for creation and expression. Delivering strong brand awareness with a level of engagement that goes far beyond a simple click. Invite all users to participate and create content around your campaign theme, with all UGC aggregating in the hashtag challenge page align with organic trends and TikTok users’ natural tendency to create, share, and go viral.
3 to 6-day package options with supporting media placements, creative guidance and seamless setup.
With the promising outcome this app has had in the last few years since its debut, TikTok is undertaking initiatives to make it more engaging. One of the prospective projects picked up by the company is the branded lenses. Much like the Snapchat 2D and 3D lenses for photos and faces, TikTok plans to make their platform could possibly infuse the feature to their application.
The most important aspect of using TikTok as a successful influencer marketing campaign is user participation and interaction with your content. One classic example of user interaction can be challenge other users to join a hashtag challenge (a dance, for example). Or, in the hospitality and food industry, a great example is when a restaurant allows its customers to send in their off the menu dishes. As the users desire to get their off-menu dishes featured by the restaurant, they also promoted the brand name and shared the experience with other users.
Success on TikTok is based on unique, authentic and relatable content more than staged and “perfect” videos.