Guest Post by Alessandro Bogliari
TikTok is the app of the moment. The app already has over 614 million downloads at the beginning of 2020 alone, as a total number of 1.5 billion downloads on the App Store and Google Play, becoming a must-have for influencer marketing and social media marketing. TikTok is not just a fun app that collects funny and trendy videos but it can be used as a great marketing tool to increase brand awareness, drive traffic to a website, and obtains tons of user-generated content for a fraction of a cost compared to other social media platforms. Let’s dive into a guide for brands to execute a successful TikTok campaign.
The process includes identifying proper influencers for the campaign, contracting the influencers, working on creative storytelling, executing said campaign, and providing final results for review (including analytical data).
Currently, more brands are gaining an interest in TikTok and learning about the useful marketing aspect that the app has to offer. Below, I have listed some tips and tricks that would assist in launching a successful influencer marketing TikTok campaign.
One of the most vital things to take into consideration when creating an influencer marketing TikTok campaign is to be as authentic and relatable as possible. Complicated and heavily edited content does not work as well on this app as it does on other social media platforms like Instagram. Users prefer something that is a bit more “raw” that they can laugh and feel emotionally connected to.
A great example is a TikTok campaign that we ran for Warner Music Group involving several influencers with tens of millions of users reached. The goal of this campaign was to work with TikTok creators (and influencers with a minimum reach of 3M combined followers) by having them dance, sing, and entertain their way through a particular song, and their audiences were here for it.
Five influencers with more than 20M of combined followers made 15-sec entertaining clips featuring backflips, acrobatics, exciting dance moves, pranks, and comedy skits that made the audience smile and laugh, making the hashtag challenge go viral.
Overall, more than 20 TikTokers joined the campaign as initiators of multiple hashtags challenged, and during the first three months, the different influencer marketing campaigns collected 15M+ views, 26M+ hashtag reach, 2.6M+ likes, 12k+ comments, and 11k+ shares.
Create a hashtag challenge
Hashtag challenges are a great way to make an influencer marketing TikTok campaign go viral. These challenges are about creatively reiterating the original video of a creator with your own personal style. It can be a duet, a remix or even making it into a meme.
The typical hashtag challenge can be a dance that can be performed by many users on the platform, or maybe a prank to your friends and family that can be easily recreated at any location. The more creative the content, the more user-generated videos your TikTok campaign will achieve. If a user is interested in joining the campaign, it will take them only 60 seconds to join in and create their own version.
Duet with me
One of the most interesting features of this app is the opportunity to create a duet of an original video and randomly collaborate with people you don’t even know from all over the world. From one original video, duets can bring tons of user-generated content!
Any brand can use this feature as a call to action to create a duet and become featured on the brand website or even win a prize during a duet giveaway.
That being said, before launching a new TikTok influencer marketing campaign, I’d suggest to find ways to create a duet opportunity in the sponsored video by influencers and creators in order to achieve the right domino-effect that would increase user-generated content, as well as the overall brand awareness of a specific product, service, app, or song.
TikTok is turning out to be more than just a fun app – it can be a useful marketing tool for your brand. Test it out with a hashtag challenge and get a first taste of what it means to go viral on TikTok and gain tons of user-generated content to re-purpose on your website, improve your brand awareness, increase the traffic to your website, eCommerce or app, and showcase your products and services.
Alessandro Bogliari is an experienced digital entrepreneur with skills in influencer marketing, growth hacking, and product development. He is the co-founder of The Influencer Marketing Factory, a leading influencer marketing agency that focuses on TikTok, Instagram, YouTube, and Twitch. The Influencer Marketing Factory is helping clients such as Sony Music, Universal Music, Hilton, Warner Music Group and many more in increasing their brand awareness and sales thanks to influencer marketing campaigns.