TikTok has given users and content creators a unique platform to easily showcase their creativity through short-form videos. TikTok’s space poses as a great way for brands to make an authentic connection with their audiences.
In the U.S., nearly two-thirds of TikTok users are under 30-years-old. With the majority of TikTok’s audience made up of members of Generation Z and Millennials, brands targeting this age range have an opportunity to come up with a creative approach that helps pique the interest of this age group.
With an influencer marketing strategy, brands can build an interest and credible reputation for their product or service. As previously covered in our Brand’s Complete Guide to TikTok, there are a variety of ways to communicate and market on the platform. When deciding if building influencer relationships on TikTok is the right move for your brand, there are a few aspects you should consider.
Finding the Right Influencers
While TikTok provides public metrics, including views, engagements (hearts, comments and shares), and an account’s following, brands should take a deeper dive into exploring an influencer’s criteria before collaborating. By searching a TikTok username with an Influencer Engagement and Earning Calculator, brands can gain a better understanding of a user’s profile before moving forward with endorsing a product or service.
Prominent Past Influencer Partnerships
Who knew there could be humor in nasal congestion? Cold and flu combater Mucinex® strategically launched a Halloween-themed campaign with a group of TikTok influencers. The creators promoted the brand’s product in a timely fashion, leading up to the upcoming flu season by dressing up as zombies.
Too Faced Cosmetics worked with TikTok influencers to promote their product launch, Damn Girl mascara. The influencers that took part in the campaign used the hashtag #TFDamnGirl and shared videos of themselves applying the new mascara. Videos showcasing before and after transformations perform well on the platform, emphasizing the dramatic difference this product delivers to consumers.
The #ChipotleLidFlip challenge showcased the secret talent behind burrito bowl lovers. Users participated in the challenge of closing their burrito bowls by performing an acrobatic flip of its lid. YouTube personality David Dobrik was one of the iconic influencers to participate in the brand’s challenge which resulted in over 600,000 views.
As seen in the successful partnerships above, a strategic TikTok influencer marketing campaign can be an asset for brands to elevate engagement, deliver maximum awareness, and build credibility.