8 Examples of Profitable TikTok Influencer Sponsorships I Traackr

Profitable TikTok Influencer Sponsorships

Is TikTok on the decline? Our latest Magnificence State of Affect report discovered that whereas the quantity of paid TikTok influencer posts noticed a slight improve from Q3 to This autumn 2021, engagements declined, whereas video views are up:

• +5% posts
• -22% engagements 
• +17% video views

That is the inverse of what we have been anticipating to see, particularly since social commerce and influencer/model collaborations usually blossom through the vacation season. 

Much more stunning? Different platforms truly noticed extra development in paid influencer posts throughout the identical time interval — Instagram noticed a 28% improve, YouTube a 18% improve, and Fb a 15% improve.

Don’t panic, there could be good the reason why TikTok influencers is “underperforming”

Earlier than you rush to cancel your TikTok campaigns, listed here are just a few working theories which may assuage your considerations. 

1. The decline in engagements might point out that audiences eat video content material in a different way. All platforms — not simply TikTok — are exhibiting an total drop off in engagements and improve in video views on paid content material. Maybe it is a signal that video is taking on? It’s attainable that customers aren’t as prone to like, remark, and share movies as they’re stagnant photographs. To regulate for this shift, we’re noticing manufacturers of all sorts add video views to the listing of key metrics they observe.
2. The slowing development of sponsored TikTok posts could possibly be impacted by influencers’ speedy viewers development. Influencers nonetheless obtain massive viewers development on TikTok a lot quicker than on different platforms. On condition that sponsorship charges are sometimes primarily based on viewers dimension, we are able to assume that TikTok influencers are getting increasingly costly. Actually, we’ve even seen manufacturers slim down their influencer roster to allow them to prioritize high quality over amount. 
3. Many manufacturers are nonetheless battling producing the proper content material for TikTok. As we mentioned in a earlier submit, the content material that works on TikTok is completely different from the content material that works on Instagram. They’re very completely different platforms that deserve completely different methods. Some entrepreneurs nonetheless haven’t fairly discovered the right way to make these completely different methods work for his or her manufacturers. To that we are saying: be affected person and reward experimentation!

8 examples of profitable sponsored TikTok content material 

Okay cool, however what are some concrete examples of TikTok content material that works? Beneath we element some sponsored TikTok influencer posts that earned excessive engagements, video views, and engagement charges. 

Most partaking

The next posts earned a few of the highest whole engagements in This autumn 2021.

On this evaluation, prime or VIP influencers usually earn essentially the most engagements on their sponsored content material. Is that this proof that small influencer virality solely applies to natural content material? We’re unsure.

Amanda Dias (3.5M) x Lancôme

• Related: On this paid submit, Amanda recreates a glance that Zendaya wore on the crimson carpet. This was a terrific selection as a result of Zendaya, who stars in Euphoria and Dune, has big affect in magnificence, trend, and popular culture proper now. 
• Easy, but effectively thought out: Amanda additionally retains it easy, and doesn’t attempt to get too fancy with this video. She posted a no frills tutorial that makes use of a number of Lancôme merchandise. She additionally tied within the authentic sound that Lancôme made for this marketing campaign by timing her transitions to the music and lip syncing the top of the tune. 

Merrick Hanna (22.3M) x EOS

• Non-beauty promo: EOS took a “threat” right here by partnering with a non-beauty influencer, nevertheless it labored effectively as a result of Merrick discovered a technique to seamlessly incorporate the product into his personal content material fashion.
• Inventive and authentic: Merrick stayed true to TikTok/his personal origins by making this sponsored video a dance video, with EOS lip balm as his visitor star. He additionally acquired extra inventive by including in enjoyable animations and wordplay.

Abby Roberts (17.3M) x Morphe

• Creativity name in: Abby and Morphe constructed their collaboration round a problem dubbed #morphexabbyhalloween. On this competitors, they invite of us to submit their greatest Halloween make-up appears to be like to enter to win an enormous prize. The video that earned essentially the most engagement from this marketing campaign was the announcement of the winner, the place Abby dueted the creator’s video exhibiting her cult traditional film make-up look. 
• Large worth add: make-up challenges have gotten extra frequent, so Morphe and Abby tacked on much more pleasure by offering an enormous prize to the winner — a billboard function in Occasions Sq.!

Most video views

The next posts earned a few of the highest whole video views in This autumn 2021.

In contrast to within the earlier part, the kind of TikTok influencer companions that earned essentially the most video views have been prime, macro, and mid-tier influencers.

Dr. Angelo Landriscina (309K) x Clear & Clear

• Skinformation: Dr. Angelo faucets right into a content material kind that’s tried and true – schooling. In his sponsored video he highlights the principle ingredient from the product, exhibits its texture, and describes what impact it has on pores and skin. 
• Particular viewers callout: Dr. Angelo then goes on to name out who this product could be good for (delicate/pimples susceptible) and why they need to use it (received’t strip or sensitize pores and skin). Many customers are in search of product suggestions that match their distinctive pores and skin wants. 

Doug Mar (3.6M) x Estée Lauder

• Non-beauty promo: that is an instance of one other profitable non-beauty influencer promotion. Much like Merrick Hanna x EOS, what makes Doug’s collab with Estée Lauder work is the truth that the content material is tailor-made particularly for his  viewers and private fashion. It’s possible Doug’s viewers consists of parents who purchase fragrance for his or her companions, not for themselves. 
• Gentle schooling: as a continuation of discovering the appropriate angle for his viewers, Doug stays away from getting too into the element of the fragrance. As a substitute he provides an excessive degree breakdown of the product and why it’s interesting.

Rachel Rigler (897K) x Maybelline

• Realtime tutorial: TikTok is a good place for unfiltered, unposed content material. That’s why realtime make-up purposes do effectively. On this collab, Rachel exhibits how she applies the Maybelline mascara, even describing particular options (just like the curve of the wand), and  “predicted” that the product would quickly go viral. 
• Product comparability: Rachel solely utilized the mascara to considered one of her eyes so she might present a facet by facet comparability. This helps present, not inform, the product’s results. L’Oréal Paris adopted the same construction when selling its Telescopic mascara on TikTok.

Highest engagement charges

The next posts earned a few of the highest engagement charges in This autumn 2021. Engagement charges is usually a good technique to determine tendencies which might be simply beginning or issues that work for influencers that don’t have big followings. 

In contrast to the opposite two sections, the kind of companions that earned the best engagement charges have been smaller influencers (micro – macro). In contrast to earlier classes, the highest performers have been virtually all beauty-specific influencers.

cakedbybabyk (33K) x Maybelline 

• Development hacking: this influencer created a simple video by tapping into an present pattern  — combining powder and liquid foundations. The additional benefit of doing one of these video was that she acquired to focus on a number of Maybelline merchandise with out making the content material clunky.
• Particular viewers name out: just like what Dr. Angelo did, this influencer particularly referred to as out the kind of of us this method and product would work effectively for. We love that she additionally threw in a little bit of comedy, “full protection for the oily gals”.

Chris Han (145K) x L’Oréal Paris

• Product comparability: on this sponsored submit, Chris did a unique form of product comparability. She selected to point out how L’Oréal Paris’ cheaper product carried out towards a luxurious product. We’re additionally seeing this low-cost v luxurious product comparability acquire reputation in natural content material. Simply seek for “dupes”!
• Info dense: in contrast to Doug Mar’s video, Chris packed her video full of knowledge — element which dimension she was utilizing, the variety of colours accessible, and value. We predict she did this as a result of her viewers is probably going filled with magnificence lovers who would discover all this information extraordinarily useful. 

Curious what a typical engagement charge appears to be like like for TikTok influencer content material? Try our new 2022 Engagement Charge Benchmark. We offer you benchmarked averages throughout influencer tiers and platforms within the US, UK, and France.