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Is TikTok on the decline? Our current Magnificence State of Affect report discovered that whereas the quantity of paid influencer posts on TikTok noticed a slight improve from Q3 to This fall 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 in the course of the vacation season.
Much more shocking? 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 would possibly good the reason why TikTok is “underperforming”
Earlier than you rush to cancel your TikTok campaigns, listed here are a number of working theories that may assuage your considerations.
- The decline in engagements might point out that audiences devour video content material in another way. All platforms — not simply TikTok — are displaying 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 potential that buyers aren’t as more likely to like, remark, and share movies as they’re stagnant pictures. To regulate for this shift, we’re noticing manufacturers of all kinds add video views to the record of key metrics they monitor.
- The slowing development of sponsored TikTok posts may very well be impacted by influencers’ speedy viewers development. Influencers nonetheless obtain giant viewers development on TikTok a lot sooner than on different platforms. On condition that sponsorship charges are sometimes based mostly on viewers measurement, we are able to assume that TikTok influencers are getting increasingly more costly. In reality, we’ve even seen manufacturers slim down their influencer roster to allow them to prioritize high quality over amount.
- Many manufacturers are nonetheless scuffling with producing the proper content material for TikTok. As we mentioned in a earlier publish, the content material that works on TikTok is totally different from the content material that works on Instagram. They’re very totally different platforms that deserve totally different methods. Some entrepreneurs nonetheless haven’t fairly found out how one can make these totally 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? Under we element some sponsored TikTok influencer posts that earned excessive engagements, video views, and engagement charges.
Most participating
The next posts earned among the highest complete engagements in This fall 2021.
On this evaluation, high 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 publish, Amanda recreates a glance that Zendaya wore on the pink carpet. This was a terrific alternative as a result of Zendaya, who stars in Euphoria and Dune, has enormous affect in magnificence, vogue, and popular culture proper now.
- Easy, but nicely 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 unique sound that Lancôme made for this marketing campaign by timing her transitions to the music and lip syncing the top of the music.
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 nicely as a result of Merrick discovered a method to seamlessly incorporate the product into his personal content material fashion.
- Artistic and unique: 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 received 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 people to publish their greatest Halloween make-up appears 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 displaying her cult traditional film make-up look.
- Huge 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 characteristic in Instances Sq.!
Most video views
The next posts earned among the highest complete video views in This fall 2021.
In contrast to within the earlier part, the kind of companions that earned essentially the most video views have been high, macro, and mid-tier influencers.
Dr. Angelo Landriscina (309K) x Clear & Clear
- Skinformation: Dr. Angelo faucets right into a content material sort that’s tried and true – training. In his sponsored video he highlights the primary 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 can be good for (delicate/pimples susceptible) and why they need to use it (received’t strip or sensitize pores and skin). Many shoppers are searching for 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. Just 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 probably Doug’s viewers consists of parents who purchase fragrance for his or her companions, not for themselves.
- Gentle training: as a continuation of discovering the appropriate angle for his viewers, Doug stays away from getting too into the element of the fragrance. As an alternative he provides an excessive stage breakdown of the product and why it’s interesting.
Rachel Rigler (897K) x Maybelline
- Realtime tutorial: TikTok is a superb place for unfiltered, unposed content material. That’s why realtime make-up purposes do nicely. 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 one in every 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 an analogous construction when selling its Telescopic mascara on TikTok.
Highest engagement charges
The next posts earned among the highest engagement charges in This fall 2021. Engagement charges generally is a good method to determine tendencies which might be simply beginning or issues that work for influencers that don’t have enormous followings.
In contrast to the opposite two sections, the kind of companions that earned the very 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 an easy video by tapping into an present pattern — combining powder and liquid foundations. The additional benefit of doing this kind of video was that she received to focus on a number of Maybelline merchandise with out making the content material clunky.
- Particular viewers name out: much like what Dr. Angelo did, this influencer particularly referred to as out the kind of people this system and product would work nicely 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 publish, Chris did a distinct sort of product comparability. She selected to indicate how L’Oréal Paris’ cheaper product carried out in opposition to 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 measurement she was utilizing, the variety of colours out there, and worth. We expect she did this as a result of her viewers is probably going stuffed with magnificence fanatics who would discover all this data extraordinarily useful.
Curious what a typical engagement fee appears like for influencer content material? Try our new 2022 Engagement Fee Benchmark. We offer you benchmarked averages throughout influencer tiers and platforms within the US, UK, and France.
