After exploding into the scene, many influencers and types migrated to TikTok for its enjoyable, gentle, and short-form video content material. Now, in locations like the wonder business, TikTok continues to have a stronghold. The truth is, Traackr’s latest Magnificence State of Affect report discovered that video views on TikTok beauty-related content material went up by 39% from 2021 to 2022.
So it’s in all probability no shock that manufacturers are persevering with to experiment with TikTok influencer campaigns to drive each consciousness and gross sales. Whether or not you’re new to working with TikTok influencers or trying to take your partnerships to the subsequent stage, listed here are some suggestions that we have now taken from real-world success tales that will help you get probably the most out of your influencer campaigns and program.
Nervous in regards to the TikTok ban on school campuses? Right here’s what it may imply for TikTok influencer campaigns.
4 Suggestions for Profitable TikTok Influencer Campaigns
Outline a listing of attributes and metrics to seek out high TikTok influencers
Each nice influencer marketing campaign begins with nice companions. But, discovering high influencers who suit your model (and funds) may be one of the vital difficult hurdles to beat. There’s a delicate artwork to discovering the best ones!
To slender the listing of potential TikTok influencer companions, it’s greatest to develop a listing of attributes and metrics that matter to your model. Here’s a wishlist that you could be wish to think about:
- Excessive performing content material. Whereas efficiency metrics embody issues like impressions, attain, whole engagements, and whole video views it’s greatest follow to keep away from utilizing metrics that focus solely on quantity or absolute numbers. Why? As a result of the info will unfairly favor influencers with bigger audiences. As a substitute, you may consider content material efficiency in a method that’s proportional to an influencer’s attain by utilizing metrics like engagement charge and video view charge. If in case you have an influencer advertising platform like Traackr, you may even see an influencer’s common engagement charge over time.
- Goal social platform, variety of followers, and placement. Relying in your influencer marketing campaign objectives and kind, it’s possible you’ll wish to concentrate on influencers which have sure social footprints. For instance, for a product seeding TikTok marketing campaign you in all probability need influencers which have nearly all of their footprint on TikTok, and stay in a spot the place you may ship your product. It’s additionally vital (and in a number of methods unavoidable) to consider the influencer’s tier (variety of followers) — however possibly not for the explanations you suppose. Greater followings aren’t at all times higher! Generally smaller influencers have extra engaged or area of interest audiences that may work higher on your model. For extra on this, examine how hims & hers has used a multi-tier strategy for influencer campaigns.
- Target market demographic. Once more, relying in your influencer marketing campaign objectives and kind, you might have considered trying influencers with a selected sort of viewers. Do you promote an pimples skincare product? Then you might have considered trying a TikTok influencer with an viewers that skews youthful. Are you attempting to extend product consideration and gross sales? Then you might have considered trying an influencer who has followers in a selected location to allow them to really buy your merchandise. Do you promote a product that could be a bit pricier? Then it’s possible you’ll wish to concentrate on TikTok influencers who’ve followers with larger incomes. There are methods to do that manually, however after all, as with all the things else on this listing, it’s simpler when you’ve an influencer advertising platform that pulls in all this info for you.
- Excessive model and product affinity. Final, however actually not least, it’s good to make it possible for your TikTok influencer companions have proven a pure affinity to your model and/or product sorts. You may consider this by looking out by way of their previous content material for sure key phrases — this could possibly be your model’s title, your opponents’ names, and even phrases that apply to your merchandise (e.g. “sustainability” for a sustainable style model, or “retinol serum” for a selected skincare product).
If in case you have already mastered the above listing, you may make your approach much more refined by factoring in your model values and voice. For instance, Beekman 1802 discovered high TikTok influencers with the steering of its personal Influencer Rubric — one thing that integrated core model values like kindness and belief, alongside efficiency metrics. Beekman 1802’s influencer search approach (together with different issues) labored so nicely that its influencer marketing campaign ended up promoting out to product sorts in Ulta Magnificence.
Tip: Need to dive deeper? Right here’s an in-depth article about discovering high creators for influencer campaigns.
Experiment till your discover your “TikTok model voice”
If you’re new to working with TikTok influencers, one of the vital tough elements is understanding what sort of content material to ask for. Ever since TikTok took off, there’s been a sizzling debate about what sorts of content material performs nicely there.
There are some faculties of thought that inform manufacturers that TikTok content material must be vastly totally different from the kind of content material posted on different platforms (primarily Instagram). Whereas this was actually true to start with — TikTok content material wanted to be unfiltered and entertaining as a substitute of polished and poised — the reply is now much more complicated. There are numerous TikTok influencers who efficiently cross promote their content material on Instagram Reels or YouTube Shorts!
So the place does this go away us? Just like broad influencer advertising methods, there is no such thing as a one “appropriate” solution to construct profitable TikTok influencer campaigns. The forms of content material, kinds, and influencer companions that work for one model might not work for one more.
“Manufacturers typically occasions get caught in their very own playbooks — returning to the identical influencers, platforms and forms of content material that they (and their opponents) have been doing for years. To succeed in at the moment’s client it’s important to be courageous sufficient to experiment and embrace new content material and channels. I feel our TikTok activation was so profitable as a result of its unfiltered, scrappy playful tone was already such an ideal match for our model… We didn’t simply strive a brand new platform… we performed with content material and searched out new voices outdoors the standard magnificence house.” — Brad Farrell, CMO of Beekman 1802
In the end the reply to discovering good TikTok content material is… it’s worthwhile to experiment till you discover what works for your particular model.
One thing that Beekman 1802 did nicely in its TikTok influencer marketing campaign? It inbuilt an experimentation interval. Earlier than it even reached out to influencers or developed a content material technique, the model empowered its numerous worker community to create and check content material by itself profile. This inner testing gave the advertising workforce a solution to establish what forms of content material greatest characterize its distinctive mixture of name storytelling and skincare level of distinction. Primarily based on that experimentation, the workforce got here up with classes of content material that it needed to prioritize, primarily: academic, value-based, and genuine.
If you’re making ready on your very first TikTok influencer marketing campaign or wish to revamp your present campaigns, think about attempting the same technique!
Keep away from being prescriptive to your TikTok influencer companions
Now, there’s positively a solution to overdo your model voice! Whereas it’s good to have an thought of what works on your model, one of many worst issues you would do is attempt to drive your TikTok influencer companions into a selected mildew.
“Once I sense that there’s restricted inventive freedom, I instantly pull again as a result of I don’t wish to just do an advert. I wish to do one thing that’s humorous, relatable, and promotes the corporate in my very own voice.” – Kat Stickler, Influencer & Comic
TikTok influencers (and influencers of all types) are skilled creators. They’ve cultivated a relationship with their followers, they usually know what’s going to and gained’t land. Whereas it’s good to share your imaginative and prescient with them, be sure you stay open to their suggestions and revisions. Like all nice inventive processes, TikTok influencer partnerships are sometimes greatest in the event that they evolve past your unique thought.
And it’s not simply TikTok influencers who’ve this concept! TikTok itself urges each manufacturers and creatives to be courageous and take a look at new and totally different approaches.
“It’s really what we talked about with our shoppers at the moment. Bravery is large. It’s a must to be courageous to return on our platform and launch management, particularly for CPG shoppers and conventional shoppers. Releasing management to the arms of an unknown is horrifying however the payoff and the reward is sky’s the restrict.” – Amy Oelkers, Vertical Director of CPG, World Enterprise Options at TikTok
So what does bravery appear to be with TikTok influencer campaigns? One thought is to work with a various vary of TikTok influencers that span tiers and disciplines. Use an influencer advertising platform with influencer discovery and vetting capabilities to seek out TikTok influencers who’re creating entertaining content material that align together with your model values, although they might not function in your business particularly. Many manufacturers are seeing success with this strategy!
For instance, Beekman 1802 discovered some unconventional companions like TikTok influencer, Katie Beth Miedenar (@cappybears), with this strategy. Katie Beth isn’t a standard magnificence influencer — actually, she gained reputation due to her love for animals. Nonetheless, Beekman 1802 and Katie Beth each worth spreading a message of “kindness”, which was sufficient to create a strong and profitable partnership.
Tip: Need to hear extra from TikTok about learn how to be courageous and profitable? Try this podcast episode all about TikTok influencer partnerships — there’s additionally an element two in case you have time!
Stability your TikTok campaigns with particular goals and enjoyable
Regardless that that is the final tip, it’s one of the vital vital! When organising your TikTok influencer marketing campaign it’s useful to choose one overarching objective, after which break it down into smaller, micro objectives.
Let’s say that your marketing campaign objective is to drive gross sales for a brand new product. Whereas this may increasingly look like an ideal objective, it isn’t really particular sufficient that will help you decide the techniques or KPIs that it’s worthwhile to set to get there.
Tip: Study extra about learn how to set tangible objectives and KPIs on your influencer campaigns and applications.
If we had been to rewrite that marketing campaign objective with SMART (particular, measurable, achievable, related, and timebound), we’d may get one thing like: drive 50% of in-store gross sales from an influencer marketing campaign this month. After you have this sort of clearly outlined objective, you should have a better time considering by way of the roadblocks forward and techniques that may get you there.
Let’s return to Beekman 1802’s profitable TIkTok influencer marketing campaign instance for instance how this strategy works.
- Particular objectives: generate model consciousness amongst millennials and drive gross sales in Ulta Magnificence for 2 new merchandise.
- Subtle influencer discovery and vetting: chosen a mixture of magnificence and non-beauty influencers to create academic, entertaining, and product-specific content material. Companions had been chosen for his or her potential to assist construct Beekman 1802’s skincare credibility, representing their playful and inventive model persona, and that includes their core values – similar to kindness and belief.
- Tailor-made techniques: for its consciousness objective, Beekman 1802 requested its TikTok influencer companions to create academic skincare content material (specializing in the advantages and efficacy of product components). Nonetheless, Beekman 1802 took it to an entire new stage by not simply specializing in product consciousness, however a deeper model consciousness too. It requested TikTok influencer companions to create content material that featured its cornerstone model worth — kindness. For its gross sales objective, Beekman 1802 requested TikTok influencer companions to share one-day solely low cost codes for Ulta Magnificence’s 21 Days of Magnificence occasion. This technique not solely created an thrilling and worthwhile alternative for the influencers’ followers, it additionally made attribution to the influencer marketing campaign pretty straightforward. The outcomes? Beekman 1802’s Milk Drops Ceramide Serum bought out in a matter of hours!
Beekman 1802’s TikTok influencer marketing campaign is an unimaginable instance of what a model can obtain when it combines science with creativity, knowledge with instincts, and tried-and-true techniques with new concepts. If you happen to’re hungry for extra concepts, take a look at our final publish on profitable TikTok influencer campaigns. Hopefully it’ll get your inventive juices flowing!
