The Dos & Don’ts of Collaborating with TikTok Creators as a Enterprise

The #TikTokMadeMeBuyIt hashtag has greater than 8.1 billion views, so it’s no surprise companies need to collaborate with content material creators on TikTok. Your model may begin trending and bam! You’re bought out.

Or, so they are saying. However how do you get from mixing in to standing out?

Ecwid by Lightspeed has you coated! We are going to deep dive into finest practices and errors to keep away from when collaborating with content material creators on TikTok.

If you’re able to reap the benefits of what TikTok has to provide, learn on!

Why Collaborate with Creators on TikTok?

We guess you already know that TikTok is certainly one of the largest platforms, with 1.7 billion customers worldwide. Practically 50% of content material creators are between the ages of 18 and 25, making them the largest age group of creators on the platform. If your audience consists primarily of Gen Z and millennials, you undoubtedly ought to think about using TikTok as a place to exhibit your corporation by means of collaborations.

It’s not simply that TikTok’s viewers is large; customers additionally spend a lot of time on the platform. An common consumer spends round 23.3 hours per 30 days utilizing TikTok. The app is a excellent spot to attain a new and extremely engaged viewers.

Plus, you might have already observed (when you recurrently use the app) that merchandise go viral like memes and trending sounds. Folks use TikTok to get impressed, share their suggestions, and overview merchandise—which they in all probability purchased after taking a look at another person’s overview video. For manufacturers, that pays off—64% of TikTok customers purchase a product after watching a branded video by a creator.

To discover the proper creators, use TikTok Creator Market. It is a platform that helps join manufacturers with the proper influencers for their TikTok campaigns. You’ll be able to set your focusing on parameters, view profiles of potential creators to collaborate with, overview movies submitted by creators… Mainly, you handle every thing associated to working a collaboration on the Creator Market.

Search for creators utilizing filters in TikTok Creator Market

Now let’s take a have a look at the ins and outs of participating with TikTok content material creators.

Begin with Researching TikTok Communities—And Go Deep

One of the best ways to begin your journey into TikTok collaborations is to do some analysis. You need to spend a while discovering which TikTok communities suit your model.

TikTok customers create area of interest communities round numerous subjects. You is likely to be accustomed to magnificence vloggers or style influencers. On TikTok, it can slim right down to particular pursuits, like crocheting, vegetation, keto cooking, private finance, passive earnings, light parenting—you title it, there’s a neighborhood about it.

Use key phrases associated to your business to search what communities publish on TikTok

For every particular subject or curiosity, there are content material creators with a following. Their followers sometimes belief their opinion—you need to collaborate with these sorts of trusted content material creators. They know the lingo, inside jokes, and presentation that may assist make your product extra relatable for your required viewers.

Since there are virtually infinite communities, you’ve a variety of creators to select from. Nevertheless, there’s a catch: keep away from randomly reaching out to a bunch of creators, even when they appear relatable to your area of interest. You need to slim down your creator search and be intentional when selecting a collaborator.

For instance, say you promote sustainable water bottles and lunch packing containers. One in all the apparent decisions can be going for #fitnesstok and partnering with a health influencer, or #sustainabilitytok and collaborating with a sustainability advocate.

Nevertheless, what different communities do you assume you might faucet into?

For instance, you might collaborate with a creator from #parenttok, since dad and mom put together college lunch for their children. Whilst you’ll possible skip creators who make movies about homeschooling their children (as they don’t must pack lunch for college), you might discover many influencers who’re trying to find an eco-friendly lunch field for their children.

One other instance: you might collaborate with a trusted content material creator for #corporategirlies, since working ladies clearly drink water (although we may in all probability drink extra) and probably deliver their lunch to work.

You’ve many choices when it involves selecting a neighborhood to focus your advertising on. Whereas it may be overwhelming, doing analysis may help slim down your search.

The feedback show a gamer-furniture retailer collab could possibly be excellent, even when #cozygaming neighborhood isn’t an apparent alternative for furnishings promoting

Moreover, do some analysis into what potential collaborators often publish. You don’t need to uncover after organising an settlement that their content material is not one thing you’ll really feel comfy endorsing as a model.

To sum up:

• Don’t be afraid to slim down your creator search and faucet into not-so-obvious communities.
• Do guarantee you might be comfy with the creator’s posts and that they’re truly related to your area of interest.

Give Creators the Management

Now that you simply’ve discovered your ultimate content material creators, it’s time to allow them to do their magic.

TikTok influencers know what works finest on the platform. They’ve their very own model of creating content material, constructing interactions with viewers, and participating an viewers. Influencers due to this fact know how one can make movies particular to your product or service with most effectivity and attain.

That’s why it is best to belief creators when it involves creating content material round your model. All it’s a must to do is present them with all of the data they want about your product or service, like its options or advantages. Let creators attempt your product and share their real suggestions as they see match. Keep away from pressuring them into following a strict script.

Maddy MacRae makes a video for Hinge sticking to her typical comedian format

It’s okay to give suggestions on what you need to see in the video, however let the creator select the format, language, sound, and many others. To construct belief along with your potential clients, you need the creator to be educated and genuine. It’s laborious to obtain that when the video suits your model however not the creator’s model—it’ll make the complete video look insincere.

To sum up:

• Don’t make the creator observe a ready-made script that doesn’t match their model.
• Do present the creator along with your product or service and all of the vital details about it.
• Do let the creator make a video in their signature format, storytelling method, language, and tone.

Go Straightforward on Promoting—You Learn That Proper

The aim of any creator collaboration is to promote your model—and ideally generate gross sales. Nevertheless, keep in mind that the viewers isn’t there for a direct promote.

You would possibly assume that pushing your model in the first few seconds of the video is a nice concept, but it surely’s truly counterintuitive.

Keep in mind that individuals come to TikTok to be entertained. If the video has too many call-to-actions, reminiscent of “Try the product in my bio” or “Use my code to get a low cost,” they could scroll away. As a substitute, put CTAs in captions to let viewers discover them with out feeling pressured.

Don’t be afraid to showcase your model afterward in the video if it is sensible for the storytelling. This could result in higher engagement charges, particularly when in comparison with turning a video into an apparent advert.

An instance of a CTA in the caption

To sum up:

• Don’t push your model in the first seconds of the video.
• Do put CTAs in video captions.
• Do hold the video entertaining moderately than promotional.

Make (Some) Developments Your Pals

TikTok developments may help you attain a wider viewers—however use them properly. You don’t need to get entangled in a development that doesn’t make any sense for your corporation or the creator you’re working with.

For instance, the ASMR development is certainly one of the hottest on TikTok, but it surely doesn’t imply it’s nice for each model and creator. If a creator makes a video for your marketing campaign however tries to goal a development they’re not accustomed to, it won’t appear real to viewers. Unsurprisingly, that may damage your corporation.

Aside from being related, the video must be reusable. If the video seems nice, you would possibly need to reuse it or increase it with paid promoting. So when partnering with creators, persist with “evergreen” developments that aren’t more likely to disappear any time quickly. For instance, “A day in the lifetime of …” or “Prepare with me” are fixed staples of TikTok.

An instance of a Get Prepared with Me video that contains a product

To sum up:

• Do ask creators to use developments they’re accustomed to.
• Don’t use developments that make no sense for your model.
• Do persist with longer-term developments so you could reuse the video later.

If you promote on-line with Ecwid by Lightspeed, you possibly can step up your TikTok advertising recreation by connecting your Ecwid retailer to your TikTok for Enterprise account. You’ll be able to run completely different advert campaigns on TikTok that characteristic your merchandise, together with Spark Advertisements, which take a creator’s natural video about your product and increase it with paid promoting to get extra attain.

Be taught extra about promoting on TikTok with Ecwid in our article:

Extra About Content material Collaborations

By following the ideas outlined in this text, yow will discover the proper creators for your model, arrange profitable and symbiotic collaborations, and create participating video content material that resonates with viewers.

If you’d like a deeper dive into collaborations, take a look at our podcasts:

• Influencer Advertising and marketing With out the Guesswork. That is our podcast with Taylor Lagace, co-CEO of Kynship, an influencer advertising company. He explains why the “pay-for-post” technique of influencer partnership may be ineffective and affords a extra useful strategy.
• Develop Your Viewers Collaborating with Different Manufacturers. Content material creators should not the solely possibility for collaborations. Different companies may make nice partnerships. Learn to join with different manufacturers and what you are able to do if you don’t have a vital viewers but.

Now it’s time for you to get began—good luck on your journey of leveraging the energy of TikTok advertising by means of collaboration!