When was the last time you saw a perfectly choreographed advertisement go viral on TikTok? Probably never.
TikTok is a platform that thrives on raw, unfiltered moments, celebrating authenticity over crafted perfection. This is the reason, many brands over the years have gone from relative obscurity to dominating conversations due to a viral TikTok engagement. This dual charm—authenticity and transformative virality—provides brands with tools that can be leveraged for authentic influencer marketing on TikTok.
Authenticity on TikTok stands out as its cornerstone, giving users the freedom to express themselves without the pressure to be picture-perfect. Brands need to recognize this and adapt their strategies to align with this ethos. When users witness genuine content, it resonates deeper, making their engagement more meaningful and impactful.
If utilized successfully, businesses have the opportunity to not only resonate deeply with audiences but also find relevance through authentic influencer marketing.
Why TikTok Should Be On Every Brand’s Radar
You know, when TikTok first popped up, many of us just saw it as a fun place for catchy tunes and dance challenges. But if you look a bit deeper, you’ll see it’s more than that. TikTok has this unique vibe – it’s where people can just be themselves, without the pressure to be picture-perfect like on some other platforms.
And that’s huge for brands. People are tired of ads that feel like, well, ads. They’re looking for real stories and genuine moments, and that’s what TikTok delivers. It’s a place where being real counts more than anything.
So, for businesses and marketers, this is a chance to connect on a deeper level, to show the human side of your brand. But, of course, there’s a trick to it. You’ve got to understand the TikTok vibe and play by its rules.
Curious about how to do it right?
Let’s dive into five ways to truly connect with your audience on TikTok:
1. Understand and Embrace the TikTok Culture
One primary reason TikTok has surged in popularity is its celebration of individuality. It’s a space where creators, irrespective of their follower count, can go viral simply by being authentic.
TikTok is a platform that thrives on moments – candid, spontaneous, and relatable moments. Unlike other social media platforms, the allure of TikTok lies in its spontaneity and the raw, unfiltered moments it captures.
Brands aiming to make a mark on TikTok need to grasp this essence. Emulating the polished aesthetics of Instagram or the professionalism of LinkedIn won’t bear the same fruit here.
The success of campaigns like the “Chipotle Lid Flip Challenge” provides valuable lessons. The challenge didn’t require high-end production; it was simple, relatable, and, most importantly, fun. It exemplified TikTok’s spirit: content that’s engaging and unpretentious. Brands that recognize and harness this ethos will resonate more profoundly with the TikTok community.
Embracing TikTok’s Uniqueness: TikTok has democratized content creation. Anyone can become a star overnight, not by showcasing perfection, but by being genuine.
Learning from the Best: The success of the “Chipotle Lid Flip Challenge” lies not in its complexity but in its relatability. It tapped into the playful spirit of TikTok users, making it an instant hit.
2. Collaborate with Influencers That Align with Your Brand
Influencers are the bridge between brands and potential customers, especially in a space as dynamic as TikTok.
An authentic influencer’s promotion feels less like an advertisement and more like a trusted friend’s recommendation. Such endorsements can significantly boost brand image and trustworthiness. Collaborating with the right influencer doesn’t just mean more visibility; it means meaningful engagement with a receptive audience.
In the vast sea of TikTok influencers, finding the right match for your brand is important. While numbers might be tempting, focusing solely on follower count can be misleading. TikTok, with its emphasis on authenticity, rewards genuine engagement over mere visibility.
Before partnering, it’s crucial to delve deeper into an influencer’s content. Does it align with your brand’s values? Is their engagement authentic, or is it inflated by inorganic methods? Genuine influencers have an organic relationship with their followers, making their endorsements more valuable.
The Value of Authenticity: Audiences today are savvy. They can discern between influencers who are genuinely passionate and those simply clocking in a paycheck.
Finding the Right Fit: Beyond metrics, understanding an influencer’s audience and values can determine how authentic and effective the collaboration will be.
How to Find the Right TikTok Influencer?
In the expansive realm of TikTok, where creators range from dance enthusiasts to culinary wizards, finding the right influencer for your brand can seem like looking for a needle in a haystack. But it doesn’t have to be this way. A brand-aligned influencer can seamlessly weave your message into their content, making promotions feel organic and genuine.
Steps to Finding the Perfect TikTok Influencer:
Define Your Brand Values: Before diving into the sea of influencers, clarity about your brand’s core values is essential. Are you all about sustainability? Or perhaps, tech innovation is your mantra. Identifying this will help you zero in on influencers who resonate with your ethos.
Analyze Their Content: Once you have a list of potential influencers, deep dive into their content. Does it align with your brand’s tone? Is their style consistent with what your brand represents?
Engage Before You Engage: Before formalizing any collaboration, it’s wise to interact with potential influencers. Engage with their content, get a feel of their community, and assess if it aligns with your target demographic.
Check for Authentic Engagement: A huge follower count is enticing, but what’s more crucial is genuine engagement. Analyze the comments, shares, and overall interaction on their posts. Authentic influencers have communities that listen, respond, and engage.
Compatibility Matters: Beyond metrics and content, a shared vision is vital. Open a dialogue, discuss your brand, and understand their perspective. A synergized vision will lead to more impactful campaigns.
However, the process doesn’t stop at finding the right influencer. Collaboration, feedback, and adaptation are essential as you move forward with your influencer marketing campaigns.
But remember that finding the right partner is just the first step. Navigating this landscape can be daunting, especially when it feels like you’re charting unfamiliar territory. Remember, you’re not alone on this journey. Many have walked this path and found help from marketing agencies specializing in influencer marketing strategies, helping you fine-tune your campaigns and improve your implementation and results.
3. Collaborate on Genuine Storytelling
In a world oversaturated with advertisements, storytelling stands out. TikTok, with its short video format, offers brands an opportunity to craft narratives that captivate and engage.
Stories are as old as time. On TikTok, they’re told in snappy, engaging videos that can leave a lasting impression. A genuine story transcends the confines of scripted advertisements. It can be as simple as an influencer sharing their morning routine using your app or recounting a heartwarming experience with your product. Such narratives feel less intrusive and more personal, creating a deeper bond with viewers.
However, the key lies in being authentic. Brands should avoid overly scripting influencer content. Instead, provide a general guideline and let the influencer’s natural affinity for your product shine through. Authentic stories resonate because they’re relatable, fostering trust and brand loyalty.
Tell a story: Let’s be real; no one likes overt advertisements. But they do love stories. Be it an influencer sharing a day in their life using your app or recounting a memorable experience with your product, stories connect.
Crafting Memorable Moments: Authenticity shines brightest in genuine moments, whether it’s laughter over a product mishap or joy from a unique feature.
4. Engage with User-Generated Content (UGC)
UGC isn’t just content; it’s an endorsement, a testimonial, and sometimes, the best form of advertising.
UGC stands as a testament to the power of genuine customer experiences. When users voluntarily create content around your brand, it acts as an organic endorsement, often more powerful than traditional advertisements.
Brands can foster UGC by creating interactive campaigns or challenges. Engaging with UGC, be it through comments, shares, or even brand-initiated challenges, amplifies its reach and cements the brand’s image as authentic and user-centric.
Harnessing Authentic Voices: When a user takes time to create content around your product, it’s a stamp of approval. It’s organic, real, and resonates deeply with audiences.
Fostering a UGC Community: Engage with this content. Whether it’s a comment, a share, or even a challenge, it adds to the authenticity and amplifies engagement.
Delving Deeper into UGC: Brands that have seamlessly integrated UGC into their campaigns, like Chipotle, reap the benefits of organic engagement. To truly grasp how UGC can elevate your influencer marketing strategy, House of Marketers offers a detailed guide on UGC that can provide invaluable insights.
5. Monitor, Analyze, and Adapt
Behind every successful TikTok campaign is a robust strategy grounded in data and insights.
While being real and genuine on TikTok is the key to true engagement, data and data-driven strategies can amplify your impact. Brands need to keep a keen eye on analytics to understand which content resonates and which falls flat.
By monitoring key metrics, brands can gain insights into user engagement, content virality, and overall campaign efficacy. Such data not only guides current campaigns but also informs future strategies. In a platform as dynamic as TikTok, adapting to user preferences and trends is crucial.
Moreover, active feedback loops with influencers can offer qualitative insights, complementing the quantitative data. Merging authenticity with data-driven strategies ensures not just brand visibility but meaningful and sustained engagement.
Stay in the know: TikTok is evolving, and so are its users. Keeping track of analytics ensures that your content remains relevant and engaging.
Refining with Data: While authenticity in influencer marketing is key, understanding what resonates with your audience, through metrics and feedback, can guide future strategies.
Ideas for You to Implement
Targeted Age Group Campaigns
Craft content suited for the 16-24 age group since they form the majority.
Real-world Example: Gymshark, a fitness apparel brand, effectively targets this age group with workout challenges and fitness influencer collaborations.
Engage Both Genders
Develop content that resonates with both genders or even tailor certain campaigns towards one specific gender.
Real-world Example: Chipotle does this well by creating universal challenges that appeal to both males and females.
Geo-specific Content
Given the wide geographical usage of TikTok, creating content that resonates with specific cultural nuances can be effective.
Real-world Example: Brands like Pepsi tailor their campaigns for different festivals around the world, e.g., Diwali in India.
Maximize User Engagement
Encourage users to spend more of their average 52 minutes on the app with your brand by creating engaging and interactive content.
Real-world Example: ELF Cosmetics’ “#EyesLipsFace” challenge encouraged users to create their own videos, leading to high engagement.
Encourage User-generated Content
Tap into the 68% of users who watch others’ videos and the 55% who upload their own by initiating brand-related challenges or hashtags.
Real-world Example: Guess’s “#InMyDenim” challenge encouraged users to showcase their Guess denim outfits, generating a buzz around their products.
Conclusion
TikTok offers a unique blend of creativity, authenticity, and engagement. For brands willing to understand its essence and collaborate authentically, the platform can be a goldmine of genuine connections.
TikTok stands out as a platform that celebrates genuine moments over polished presentations. For brands, it’s an opportunity to resonate with audiences in fresh and meaningful ways. Beyond simply choosing the right influencer, it’s about crafting memorable interactions, building loyal communities, and adapting to the ever-evolving trends. With the right mindset, TikTok can be a transformative tool for brands aiming to leave a lasting impression.
