After exploding into the scene, many influencers and types migrated to TikTok for its enjoyable, mild, and short-form video content material. Now, in locations like the wonder business, TikTok continues to have a stronghold. In reality, Traackr’s current 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 most likely 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 following degree, listed here are some ideas that now we have 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 faculty campuses? Right here’s what it may imply for TikTok influencer campaigns.
4 Ideas for Profitable TikTok Influencer Campaigns
Outline an inventory of attributes and metrics to search out high TikTok influencers
Each nice influencer marketing campaign begins with nice companions. But, discovering high influencers who suit your model (and price range) will be one of the vital difficult hurdles to beat. There’s a delicate artwork to discovering the suitable ones!
To slender the record of potential TikTok influencer companions, it’s finest to develop an inventory of attributes and metrics that matter to your model. Here’s a wishlist that you could be wish to take into account:
- Excessive performing content material. Whereas efficiency metrics embody issues like impressions, attain, complete engagements, and complete video views it’s finest follow to keep away from utilizing metrics that focus solely on quantity or absolute numbers. Why? As a result of the information will unfairly favor influencers with bigger audiences. As an alternative, you possibly can consider content material efficiency in a manner that’s proportional to an influencer’s attain through the use of metrics like engagement charge and video view charge. If in case you have an influencer advertising platform like Traackr, you possibly can even see an influencer’s common engagement charge over time.
- Goal social platform, variety of followers, and site. Relying in your influencer marketing campaign objectives and kind, it’s possible you’ll wish to give attention to influencers which have sure social footprints. For instance, for a product seeding TikTok marketing campaign you most likely need influencers which have nearly all of their footprint on TikTok, and dwell in a spot the place you possibly can ship your product. It’s additionally vital (and in a variety of methods unavoidable) to consider the influencer’s tier (variety of followers) — however possibly not for the explanations you assume. Greater followings usually are not all the time higher! Generally smaller influencers have extra engaged or area of interest audiences that may work higher to 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 particular 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 particular location to allow them to really buy your merchandise. Do you promote a product that may be a bit pricier? Then it’s possible you’ll wish to give attention to TikTok influencers who’ve followers with increased incomes. There are methods to do that manually, however in fact, as with every thing else on this record, it’s simpler when you’ve gotten an influencer advertising platform that pulls in all this data for you.
- Excessive model and product affinity. Final, however actually not least, it’s good to guarantee that your TikTok influencer companions have proven a pure affinity to your model and/or product sorts. You’ll be able to consider this by looking out via their previous content material for sure key phrases — this may very well be your model’s identify, your rivals’ names, and even phrases that apply to your merchandise (e.g. “sustainability” for a sustainable vogue model, or “retinol serum” for a particular skincare product).
If in case you have already mastered the above record, you can also make your method much more subtle 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 included core model values like kindness and belief, alongside efficiency metrics. Beekman 1802’s influencer search method (together with different issues) labored so nicely that its influencer marketing campaign ended up promoting out to product sorts in Ulta Magnificence.
Tip: Wish 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 components is realizing what sort of content material to ask for. Ever since TikTok took off, there’s been a scorching debate about what sorts of content material performs nicely there.
There are some colleges of thought that inform manufacturers that TikTok content material must be vastly completely 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 various TikTok influencers who efficiently cross promote their content material on Instagram Reels or YouTube Shorts!
So the place does this go away us? Much like broad influencer advertising methods, there isn’t any one “appropriate” approach to construct profitable TikTok influencer campaigns. The forms of content material, kinds, and influencer companions that work for one model could not work for one more.
“Manufacturers usually occasions get caught in their very own playbooks — returning to the identical influencers, platforms and forms of content material that they (and their rivals) have been doing for years. To achieve at present’s shopper you need to be courageous sufficient to experiment and embrace new content material and channels. I believe 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 exterior the standard magnificence area.” — Brad Farrell, CMO of Beekman 1802
Finally the reply to discovering good TikTok content material is… you might want 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 take a look at content material by itself profile. This inside testing gave the advertising staff a approach to determine what forms of content material finest characterize its distinctive mixture of name storytelling and skincare level of distinction. Primarily based on that experimentation, the staff got here up with classes of content material that it wished to prioritize, primarily: academic, value-based, and genuine.
If you’re making ready to your very first TikTok influencer marketing campaign or wish to revamp your present campaigns, take into account attempting an identical technique!
Keep away from being prescriptive to your TikTok influencer companions
Now, there’s positively a approach to overdo your model voice! Whereas it’s good to have an concept of what works to your model, one of many worst issues you may do is attempt to drive your TikTok influencer companions into a particular mildew.
“Once I sense that there’s restricted artistic freedom, I instantly pull again as a result of I don’t wish to do exactly 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 every kind) are skilled creators. They’ve cultivated a relationship with their followers, they usually know what is 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 artistic processes, TikTok influencer partnerships are sometimes finest in the event that they evolve past your authentic concept.
And it’s not simply TikTok influencers who’ve this concept! TikTok itself urges each manufacturers and creatives to be courageous and check out new and completely different approaches.
“It’s really what we talked about with our shoppers at present. Bravery is big. You need to be courageous to come back 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, International Enterprise Options at TikTok
So what does bravery seem like with TikTok influencer campaigns? One concept 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 search out TikTok influencers who’re creating entertaining content material that align together with your model values, although they could 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 shouldn’t be a conventional magnificence influencer — the truth is, she gained recognition due to her love for animals. Nevertheless, Beekman 1802 and Katie Beth each worth spreading a message of “kindness”, which was sufficient to create a stable and profitable partnership.
Tip: Wish to hear extra from TikTok about be courageous and profitable? Take a look at this podcast episode all about TikTok influencer partnerships — there’s additionally an element two if in case you have time!
Steadiness your TikTok campaigns with particular aims and enjoyable
Though that is the final tip, it’s one of the vital vital! When organising your TikTok influencer marketing campaign it’s useful to select one overarching purpose, after which break it down into smaller, micro objectives.
Let’s say that your marketing campaign purpose is to drive gross sales for a brand new product. Whereas this may occasionally seem like a fantastic purpose, it isn’t really particular sufficient that will help you decide the techniques or KPIs that you might want to set to get there.
Tip: Study extra about set tangible objectives and KPIs to your influencer campaigns and applications.
If we have been to rewrite that marketing campaign purpose 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. Upon getting one of these clearly outlined purpose, you’ll have a better time pondering via the roadblocks forward and techniques that may get you there.
Let’s return to Beekman 1802’s profitable TIkTok influencer marketing campaign instance as an instance how this strategy works.
- Particular objectives: generate model consciousness amongst millennials and drive gross sales in Ulta Magnificence for 2 new merchandise.
- Refined influencer discovery and vetting: chosen a mixture of magnificence and non-beauty influencers to create academic, entertaining, and product-specific content material. Companions have been chosen for his or her potential to assist construct Beekman 1802’s skincare credibility, representing their playful and inventive model character, and that includes their core values – akin to kindness and belief.
- Tailor-made techniques: for its consciousness purpose, Beekman 1802 requested its TikTok influencer companions to create academic skincare content material (specializing in the advantages and efficacy of product substances). Nevertheless, Beekman 1802 took it to an entire new degree 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 purpose, 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 precious alternative for the influencers’ followers, it additionally made attribution to the influencer marketing campaign pretty simple. 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, information with instincts, and tried-and-true techniques with new concepts. In case you’re hungry for extra concepts, try our final put up on profitable TikTok influencer campaigns. Hopefully it should get your artistic juices flowing!
