#TikTokMadeMeBuyIt: Unpacking the Phenomenon
TikTok’s influence in the world of shopping is undeniable. Statistics reveal that over 60% of TikTok’s audience look to the platform for purchase ideas, and an impressive 71.8% are likely to buy products they discover there, as reported by Bazaarvoice.
The platform’s marketing potential is immense. TikTok’s influencer marketing investments have already surpassed those on Facebook and are on track to eclipse YouTube by 2024.
Despite its promise, brands often hesitate to venture into TikTok due to its intricate algorithm, a predominantly young user base, and unfamiliarity with its influencer marketing dynamics.
This article will cover:
- The comparison of TikTok influencer marketing with other platforms
- Guidelines for initiating collaborations with TikTok influencers
- Case studies of successful TikTok influencer marketing strategies First, consider whether TikTok aligns with your brand’s needs. While its popularity is soaring, it’s not a universal fit.
Is TikTok a Fit for Your Brand? Joining TikTok merely for the sake of presence can be counterproductive. With a billion monthly active users, it’s tempting to jump in without a strategy, risking resource wastage, ineffective marketing, and potential damage to your brand image.
Before creating content, it’s crucial to understand TikTok’s nuances and devise a strategic approach.
Here are essential considerations to determine if TikTok is right for your brand:
#1: Is Your Target Audience Active on TikTok? TikTok is a hub for Gen Z and millennials, with 24% of its global female audience and 18% of its male audience aged 18-24. In contrast, only 3.7% of women and 3% of men aged 45-54 are active on the platform.
Your brand should leverage TikTok for a younger demographic. However, if your target market includes Boomers or Gen X, other platforms might be more effective.
⚠️ Note: Exceptions exist. For instance, CVS Pharmacy collaborates with creators like @grandma_droniak to engage older demographics successfully.
Conduct a customer survey or observe your competitors on TikTok to decide if it’s a suitable channel for your brand.
#2: Can Your Brand Add Value on TikTok? TikTok, a visual-centric platform, favors B2C brands. Service-based businesses may find it challenging but not impossible to engage audiences here. For example, Semrush employs humor, a top-performing genre on TikTok, to promote their SEO services.
Remember, TikTok’s culture thrives on authenticity rather than overt sales pitches. Initially, simple, genuine content can help you understand the platform. As you grow, evaluate if you can sustain engaging video content and manage influencer partnerships.
#3: Will Influencer Marketing Benefit Your Brand? With 46% of brands utilizing TikTok for influencer marketing, its advantages are clear:
- TikTok boasts an engagement rate of 4.1%, significantly higher than Instagram’s.
- Instagram’s post reach rate is declining across all media types.
- Facebook’s engagement rate is a mere 0.19%.
- 43.5% of users use TikTok for brand research, and TikTok-sourced products have a higher purchase likelihood.
- Users on TikTok are more inclined to become brand advocates.
⚠️ Note: Before diving into creator partnerships, familiarize yourself with TikTok by creating your content.
TikTok offers a platform for diverse brands, from trendy e-commerce stores to traditional businesses.
Ready to explore TikTok? Here’s what you need to know to establish your presence:
How to start collaborating with TikTok micro influencers
Embarking on a TikTok influencer marketing campaign can be daunting. Here’s a breakdown of how to effectively strategize, plan, and execute your campaign in six detailed steps:
1. Establish Clear Objectives and KPIs
To kick off your TikTok influencer marketing campaign effectively, it’s vital to define your goals. These objectives should guide you in determining the Key Performance Indicators (KPIs) you’ll use to gauge the campaign’s success. With clear KPIs, you can establish specific processes to achieve these goals.
Adopt the SMART framework for setting your influencer marketing goals:
- Specific: Define the exact number of influencer partnerships and creator videos you aim for.
- Measurable: Quantify your goals in terms of creator partnerships.
- Attainable: Assess whether your goals are feasible, considering your budget, team capabilities, and TikTok expertise.
- Relevant: Ensure your TikTok influencer marketing aligns with your broader business objectives.
- Time-based: Set a timeline for recruiting and activating creators.
⚡Pro-tip: Align all aspects of your business to support your TikTok influencer marketing objectives.
For example, if increasing website traffic is your goal, ensure your website is fully functional and user-friendly. This includes optimal site loading speed and easy navigation to product pages.
Once you’ve set your SMART goals, identify your KPIs. What metrics will you monitor and report to stakeholders? For instance, if your aim is to boost website traffic via TikTok, your KPI might be a 40% traffic increase by year’s end.
Assign Key Metrics to Your KPIs Implement tools to track the success of your TikTok influencer marketing. Use personalized links for creators to monitor visits attributed to them. This will provide clarity on how much your website traffic is influenced by TikTok.
For more detailed guidance on setting influencer marketing KPIs, refer to our comprehensive guide, which includes examples and 30 different metrics for inspiration.
Develop a Process for Achieving Your Goals Once your goals and KPIs are in place, creating a process to reach them becomes more manageable. For instance, if your aim is to launch your TikTok influencer marketing, here’s a potential workflow:
- Identify the number of influencers you wish to partner with.
- Develop a strategy for reaching out to creators.
- Handle administrative tasks like drafting influencer contracts.
- Set up personalized links and promo codes for tracking influencer performance.
- Provide influencers with a detailed brief of your expectations.
- Regularly evaluate creator performance.
- Compensate influencers accordingly.
- Continue relationships with high-performing creators through an ambassador program.
The primary challenge for many brands is finding the right TikTok influencers. The Find Me Creators Database can be an invaluable resource in this phase, offering a comprehensive database of micro and nano influencers and UGC creators, complete with contact information and pertinent data to streamline your influencer search and selection process.
2. Identify Suitable TikTok Influencers
The success of your TikTok influencer marketing hinges on finding influencers who are the perfect fit for your brand. With an overwhelming 96 million influencers on TikTok, it’s crucial to have a strategy to pinpoint the right ones. Here are three effective approaches:
Leverage TikTok Creator Marketplace
The TikTok Creator Marketplace is an in-built platform where you can directly search for and connect with influencers. It provides valuable insights into an influencer’s engagement metrics, audience demographics, and more.
To access it, log in via your TikTok Ads Manager account. If you don’t have one, setting up an account is easy: just enter your business email and other required details, verify your email, wait for TikTok’s approval, then customize your profile and start engaging with influencers.
However, the TikTok Creator Marketplace has limitations:
- Availability is restricted to 24 countries, potentially limiting local influencer collaborations.
- Only influencers invited or approved by TikTok can join, meaning you might miss out on many talented individuals not on the marketplace.
- The platform primarily features influencers with over 100K followers, which excludes a vast number of micro-influencers.
Explore Hashtags
Search for relevant hashtags related to your brand on TikTok to uncover trending influencers. For instance, a skincare brand might search for #skincare and explore influencers in that niche.
The downside to this method is its manual nature. You’ll need to invest time in sifting through influencers and assessing their engagement metrics and content quality.
Utilize an Influencer Marketing Tool
A specialized platform like the Find Me Creators Database can streamline the process, overcoming the challenges posed by other methods.
Analyzing influencer profiles is straightforward with the Find Me Creators Database. Whether you have a specific influencer in mind or are browsing the database, you can easily access detailed insights into their audience, engagement rates, recent posts, and more.
Choose the approach that best suits your needs and start shortlisting TikTok influencers for outreach. But remember, the initial message is crucial as influencers are selective about their partnerships. Ensure your first contact makes a strong, positive impression.
3. Initiate Contact with Influencers
Contacting TikTok influencers can be a challenging step for many marketers. It’s often daunting to find contact details, craft an engaging pitch, and then potentially face no response. However, it doesn’t have to be an uphill battle.
Approaching TikTok Influencers
There are four primary methods to contact influencers: email, direct message (DM) on TikTok, DM on a secondary platform, or commenting on their videos. We recommend using a combination of these methods for maximum effectiveness. Start with an email, follow up, then switch to TikTok DMs (note that DMs on TikTok are only possible if you’re mutual followers). If there’s still no response, try commenting on their latest video.
Finding TikTok creators’ contact information individually can be time-consuming. Utilize the Find Me Creators Database to streamline this process. With this tool, you can easily export the contact details of your shortlisted influencers in bulk.
Crafting Your Pitch: Five Key Tips
- Be Noticeable: Influencers are inundated with messages daily. Ensure your email subject lines, DMs, and comments are catchy, enticing, and personalized to stand out and elicit a response.
- Personalize and Humanize: Authenticity is key on TikTok. Avoid robotic messages. Tailor your communication to show the human aspect of your brand. Highlight how an influencer’s story aligns with your brand values or express genuine admiration for their work.
- Be Concise: Influencers are busy. Avoid unnecessary small talk. Make your pitch clear and to the point to make a strong first impression.
- Offer Value: High-demand influencers seek partnerships that add value to their audience. Explain how your product or brand is beneficial for their followers. Clarify why this particular influencer is an ideal match for your brand, be it their tone, audience demographics, or shared values.
- Persistence Pays: Don’t underestimate the power of follow-up. Influencers often have hectic schedules, and your message might get overlooked. A rule of thumb is to follow up at least five times over two weeks.
Access our free influencer outreach templates to kickstart your recruitment process with minimal effort.
Organizing Your Outreach Efforts
Tracking your outreach activities is crucial, especially if you’re working in a team. Keep a tab on the number of influencers contacted, follow-up schedules, and interaction details. The Find Me Creators Database can be a significant asset here, allowing you to make lists, add notes, track the status of your outreach, and collaborate with team members efficiently.
Conclusion
Requesting an influencer to promote your product is not trivial but can significantly amplify your brand’s growth when done correctly. For more detailed strategies on automating, delegating, and scaling your outreach, refer to our comprehensive influencer outreach guide.
Embarking on your TikTok influencer marketing journey is an exciting step. Keeping your logistics well-organized is key to ensuring your campaigns run smoothly and effectively. With the right approach and tools like the Find Me Creators Database, you’re well on your way to leveraging the power of influencer marketing to fuel your brand’s growth on TikTok.
4. Arrange the Logistics
Effective administration is vital at two stages of influencer partnerships: before and during the collaboration.
Before the Collaboration
1. Influencer Contract A robust contract is essential for clarity and legal protection. It should encompass:
- Content Production Details: Specify post types, frequency, required hashtags, and language.
- Goals and KPIs: Include previously defined KPIs to align the influencer with your expectations.
- Data Access: Clearly define the metrics and data you will track.
- Ownership and Licensing: Specify the ownership of influencer-generated content and any permissions granted to your brand.
- Legal Terms: Outline legalities like exclusivity, NDAs, FTC guidelines, and contract duration.
- Compensation: Detail the payment terms, amount, and method.
To simplify this process, you might want to use our tailored contract templates designed for various payment models.
2. Influencer Brief This document guides influencers while preserving their creative freedom. It should include:
- Company Overview: Provide a brief introduction to your brand and products.
- Campaign Details: State the campaign’s purpose, target audience, and deadlines.
- Objectives and KPIs: Clarify your success metrics.
- Deliverables and Review Process: Set expectations for video submissions, review rounds, and posting schedules.
- Guidelines and Inspiration: Include specific requirements and examples of desired content.
- Payment and Contact Details: Reiterate compensation and provide contact information for queries.
For more on influencer briefing, explore our comprehensive guide and free templates.
3. Influencer Payment Prepare your accounting team for handling payments. Decide on the payment structure, whether it’s per post, product gifting, or a fixed fee. A performance-based approach, such as paying for each sale through a promo code, is often effective due to its scalability and measurable ROI.
During the Collaboration
1. Paid Partnership This straightforward collaboration involves branded videos with a “paid partnership” tag. It’s primarily for brand awareness and doesn’t usually include a landing page.
2. Spark Ads These ads use existing influencer posts, labeled as Sponsored with a customizable CTA, leading users to your landing page. Spark Ads typically yield higher engagement and conversion rates compared to traditional ads.
3. Discount Codes Influencers share personalized discount codes in their video captions. Ensure the code is prominently displayed and consider mentioning the discount in the video caption.
4. Link in Bio Influencers use bio links to direct viewers to specific landing pages or UTMs. Tools like Linktree are commonly used for managing multiple links.
You can combine these methods in a single post, like a paid partnership with a unique promo code.
Tracking Content and Performance
Once your collaboration strategy is in place, the next step is to monitor the content produced by influencers. This involves tracking post performance, engagement metrics, and the effectiveness of promotional codes or links.
By meticulously managing these administrative tasks and strategies, you ensure a smooth and successful influencer partnership, paving the way for impactful TikTok marketing campaigns.
5. Monitor Influencer Performance
Understanding which metrics to track for TikTok influencer marketing can vary based on your campaign goals. For beginners, it’s advisable to start with one or two key metrics and gradually incorporate more as you become familiar with TikTok creator partnerships.
⚠️ Important Note: Influencer marketing is a gradual process. Immediate results are rare, and it often takes time to see tangible outcomes. However, the long-term benefits are significant and well worth the investment.
Three Effective Ways to Track Influencer Performance on TikTok
- Promo Codes
- What They Are: Personalized discount codes given to creators for their audience.
- Benefits: Directly links sales metrics like average order value (AOV) to a specific influencer.
- Usage: Easily track the sales generated by each influencer.
- UTM Tags on Links
- What They Are: Urchin Tracking Module (UTM) codes added to URLs for specific tracking.
- Functionality: Allows you to monitor website traffic originating from each influencer.
- Tools: Utilize Campaign URL Builder to create unique links for each influencer.
- Affiliate Partnership Option: Consider turning influencers into affiliates, where they earn a commission for every sale made through their link.
- Influencer Content Monitoring Tool
- When to Use: Ideal for managing campaigns with a large number of influencers.
- How It Helps: Automates the tracking process, making it easier to manage various campaigns and collaboration methods.
- Tool Suggestion: The Find Me Creators Database, can track specific hashtags and mentions, automatically monitoring content that meets your criteria.
- Advanced Features: Set alerts for missing crucial hashtags or disclosures, simplifying compliance checks. Access individual influencer data and overall campaign statistics for a comprehensive overview.
Building Strong Relationships with Influencers
Remember, the success of your influencer marketing efforts greatly depends on the strength of your relationships with your partner creators. Regular communication, clear guidelines, timely payments, and acknowledgment of their efforts are key to nurturing these relationships. Establishing a mutual understanding and respect with influencers not only enhances current campaigns but also lays the groundwork for successful future collaborations.
In summary, tracking the right metrics and maintaining robust relationships with influencers are pivotal in maximizing the effectiveness of your TikTok influencer marketing campaigns. By leveraging tools like the Find Me Creators Database and focusing on relationship building, you can significantly enhance the impact of your influencer partnerships.
6. Manage Influencer Relationships
As you expand your TikTok influencer collaborations to a larger scale, managing communications efficiently becomes crucial. Keeping track of multiple influencers without losing personal touch can be challenging. Here are three strategies to streamline this process while ensuring your influencers remain engaged and informed:
1. Develop an Informative Landing Page or Document
Repeatedly addressing the same queries from different influencers can be time-consuming. A dedicated landing page or a detailed Google Doc for each campaign can be highly effective. This resource should cover:
- FAQs: Answer common questions related to your campaign.
- Process Overview: Outline the steps involved in the collaboration.
- Content Guidelines: Clearly state what is expected in terms of content creation.
- Payment Information: Detail the payment methods and schedules.
A landing page also offers additional benefits like discoverability through search engines and the ability to filter potential influencers with pre-screening questions.
2. Initiate an Influencer Newsletter
Communicating with a growing number of influencers requires a streamlined approach. A regularly scheduled newsletter can:
- Disseminate Important Updates: Share critical announcements and changes in policies or processes.
- Maintain Brand Presence: Keep your brand in the forefront of influencers’ minds.
- Offer Guidance and Inspiration: Include tips, best practices, and highlight successful posts from other creators.
3. Personalize Your Interactions
Remember, influencer marketing is about building relationships. Personal gestures can significantly enhance these relationships:
- Recognize Special Occasions: Acknowledge birthdays or personal milestones with a thoughtful gesture.
- Celebrate Achievements: Congratulate influencers on their professional successes.
- Engage with Their Content: Regularly interact with their TikTok posts to show genuine interest.
For more in-depth methods, explore our guide on “How To Manage Influencers: 7 Proven Relationship Management Methods”.
The Value of Long-Term Influencer Partnerships
Establishing ongoing relationships with influencers, as opposed to short-term engagements, offers several advantages:
- Trust and Familiarity: Continuous collaborations allow an influencer’s audience to become more acquainted with your brand, enhancing the likelihood of conversions.
- Cost and Time Efficiency: Onboarding new influencers repeatedly is resource-intensive. Long-term relationships streamline this process.
- Ease of Scalability: When mutual understanding and a rhythm of work are established, scaling up becomes smoother.
Consider evolving these relationships into brand ambassadorships, co-hosting events, or even co-developing products.
Putting It All Together
Now equipped with strategies for initiating and scaling your TikTok influencer marketing efforts, you can confidently embark on this journey. Each of these steps, when implemented effectively, builds a strong foundation for a successful and sustainable influencer marketing program.
As you proceed, keep in mind the importance of adaptability and continuous learning. Influencer marketing, especially on dynamic platforms like TikTok, is an evolving field. Stay attuned to new trends, influencer feedback, and audience responses to refine your strategies continuously. This approach ensures your TikTok influencer marketing efforts are not only successful but also future-proof.
3 TikTok Influencer Marketing Campaign Examples
Three Standout TikTok Influencer Marketing Campaigns for Inspiration Looking for creative sparks for your TikTok influencer marketing campaign? Here are three brands that have excelled on the platform:
Vessi: Mastering Diverse TikTok Strategies Vessi, known for its unique waterproof knit shoes, is a standout example on TikTok. Their approach includes an array of strategies from paid partnerships and spark ads to engaging with influencer posts and hosting giveaways.
Key Achievements:
🎉 Impressive follower growth and engagement, including over 4.5 million followers and 3.8 million TikTok views.
🎉 A significant increase in followers (20K) attributed to a single giveaway in June 2020.
🎉 Successful collaboration with TikTok influencer @KallMeKris, resulting in a 59% decrease in cost per purchase and more than double the return on ad spend.
Key Takeaways:
✅ Embrace the playful and experimental nature of TikTok, as shown by Vessi’s success.
✅ Utilize TikTok features like stitches and duets, especially if working with high-profile creators isn’t feasible yet.
✅ Capitalize on your unique selling point; for Vessi, it’s their waterproof feature.
BlendJet: Leading with Whitelisted Ads and Relatable Content BlendJet, a portable blender brand, excels in using whitelisted influencer ads (spark ads) and directly addressing customer pain points in their TikTok content.
Impressive Outcomes:
🎉 BlendJet emerged as a top item in the “Things TikTok made me buy” trend.
🎉 Their spark ads campaign garnered 28 million impressions, 407,000 clicks, and led to 12,000 conversions.
🎉 An increase in user-generated content, with TikTok users voluntarily reviewing and endorsing the product.
Actionable Insights:
✅ Focus on content that addresses specific customer needs, like the convenience of a portable blender.
✅ Collaborate with influencers who can creatively showcase your product in real-life scenarios.
✅ Engage actively with your audience in the comments section to enhance engagement and connection.
We’re Not Really Strangers: Authenticity and Mission-Driven Content We’re Not Really Strangers (WNRS), a mental health-focused card game company, demonstrates the power of authentic and mission-driven content on TikTok.
Remarkable Results:
🎉 Consistent high viewership on TikTok, with top videos reaching over 15 million views.
🎉 A viral video spike leading to a 950% increase in sales for a specific product.
🎉 Recognition as the 21st most popular brand on TikTok, alongside established brands like Glossier.
Effective Strategies:
✅ Leverage interactive content like quizzes and challenges to boost engagement.
✅ Focus on your brand’s mission instead of overtly promoting products. WNRS emphasizes mental health more than its card games.
✅ Stay true to your brand’s unique voice, even if it differs from typical TikTok trends. WNRS’s genuine and thought-provoking content stands out amidst more common humor and entertainment content.