in this article: Treating TikTok like any other social media platform is a mistake—here’s what to do and what not to do when using this tool.
Using influential figures to promote brands is a strategy almost as old as marketing itself, but in more recent years, many companies have turned to social media personalities instead of Hollywood celebs. With TikTok being one of the biggest social media outlets in the world — the app hit one billion users in 2021 — it’s no surprise that the video-focused platform has its own slate of popular personas.
That said, using TikTok influencers in marketing campaigns isn’t as straightforward as it sounds. The social media platform has its own style, viral trends, and memes, and B2C marketers need to understand its nuances before partnering with TikTok influencers. Here’s how to do TikTok influencer marketing without becoming a meme for all the wrong reasons.
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Do: Use TikTok Influencers to Reach a Younger Demographic
Nearly half of all TikTok users are under the age of 30, making it the ideal platform to reach the Generation Z audience. If your target demographic is teens, college students, and young adults, TikTok offers a direct line to these digital natives. Of course, as the advertisers featured on r/fellowkids have discovered, that’s not an instant path to marketing success; younger consumers don’t respond well to inauthenticity.
The trick is partnering with influencers in the same demographic you’re hoping to reach. That way, they don’t feel like they’re being preached to;” they’re more likely to pay attention to someone who understands their particular place in society. Generation Z and Millennials are very much on board with influencer marketing and trust influencers’ recommendations, so when used correctly, TikTok influencers can be a highly effective marketing tool for reaching those key demographics.
Don’t: Treat it Like Any Other Marketing Platform
If you’re already working with influencers on Twitter, Facebook, YouTube, or other platforms, you might think you have a good grasp on the ins and outs of TikTok marketing. However, you can’t just copy and paste existing campaigns on TikTok; what works on other sites is not going to catch on here. Sure, other platforms can host videos and let you add filters, text, or graphics, but TikTok has a very different vibe. Format and content are crucial for successful influencer partnerships; marketing posts should feel natural and organic while taking advantage of viral trends.
The first step is to look at what’s trending at the moment and consider how best to integrate that with your influencer campaign. Posts based on hashtags or challenges are especially popular, as are dance routines, voiceovers, lip syncs, and reaction videos. Work with your influencer partners to discover where they’ve found previous TikTok success in order to emulate it again. TikTok’s algorithm allows any post to potentially go viral, but the flip side of that is that content matters more than reach, so don’t treat it as an afterthought.
Do: Work With Influencers That Align With Your Brand Identity
It’s not enough to nab the influencers with the highest follower count; to be truly successful with TikTok influencer marketing, you need to find the power users that best align with your brand vision and identity. Remember how we said Generation Z respects authenticity? That extends to who’s promoting your products, not just the products themselves.
Before coming to an agreement with any influencer, do a thorough audit of their past content to make sure it’s a good fit for your brand. For example, signing a vegan wellness TikTok star to promote a new flavor of hot dogs isn’t going to do either of you any favors, but that same personality would be perfect if you’re selling yoga mats or vegetable-based meal plan subscriptions. Also, a successful influencer isn’t going to compromise their own identity for a collaboration, so consider it a red flag if you find one willing to do so.
Don’t: Automatically Go For The Influencers With the Biggest Audiences
For marketers, it’s hard not to have your eyes light up with dollar signs when you see influencers with follower counts in the millions. Resist that feeling; massive reach doesn’t automatically mean campaign success. That’s true everywhere, but it’s especially relevant when working with TikTok influencers thanks to that algorithm. An influencer with a modest following could easily get more views and positive impressions than a popular personality.
The worst-case scenario in going after follower numbers first and foremost isn’t that the campaign falls flat — it’s that you appear tone-deaf or insensitive and your brand’s reputation is damaged. Just look at the fallout from Kendall Jenner’s 2017 Pepsi ad: not only was Pepsi forced to apologize and pull the spot, but it missed the mark so badly that prominent civil rights leaders dragged the soda brand for months. As TikTokers might say, it was a big oof.
Do: Trust Your Content Creators
Once you’ve finally found the right TikTok influencers to promote your brand, treat the pair-up like a collaboration, not an assignment. Remember, you’ve chosen your influencer partners based on their understanding of the platform, past creative success, and alignment with your brand values; it’s important to give them the freedom to use the TikTok ecosystem as they see fit. That’s not to say you should be completely hands-off the content, of course, but respect influencers’ expertise and input and you’re well on your way to a successful marketing campaign.
It’s not easy to master the nuances of TikTok, but the right creative partners can help you find your way. Successful influencer campaigns can lead to viral success for your brand, but a mismatch could be devastating. Keep these rules in mind as you embark upon your TikTok influencer journey and you’ll be able to lowkey flex on your competitors.