TIKTOK
INFLUENCER MARKETING
INFLUENCER MARKETING
TIKTOK
INFLUENCER MARKETING
INFLUENCER MARKETING
TIKTOK IS THE REAL DEAL
Emphasis on the ‘real’.
If Instagram introduced ‘authenticity’ as the buzzword of choice for the social media age, TikTok was the one who put it up in lights. Eschewing the feed-perfect aesthetic in favour of something more in-the-moment, TikTok made authenticity the gold standard for younger consumers.
Yes, it might have all started with viral dance routines and mime-along memes, but today TikTok is a serious competitor for the crown of the social media realm (if it hasn’t won it already).
With an increasingly diverse user base straddling genders and generations, TikTok has delivered effective engagement for everything from luxury fashion labels and the hottest beauty brands, to high street fast food outlets, selling entire product ranges out in days once they’re picked up by the #tiktokmademebuyit brigade. But before you dive in, a reminder that these lofty heights are only reached when the platform is handled correctly…
DRIVE YOUR AWARENESS
Where TikTok marketing is concerned, the key word is ‘entertainment’; anything remotely resembling an ad will find short shrift with this audience. So set aside notions of performance initiatives or conversion tactics, but if it’s awareness you’re after, if growing your audience and gaining market preference sounds like a good idea, then TikTok is where you need to be.
With over 1 billion monthly active users and unparalleled discoverability, TikTok is ready and willing to reward brands who consistently push authentic, entertaining content, promoting them seamlessly to new but highly targeted, interest-based audiences.
But remember, it’s the users that write the rules here. They decide what content soars and what flounders in the digital mud. And what the audience wants to see isn’t always what brands want to show, so be ready to embrace flexibility in your content strategy.
INFLUENCER MARKETING ON TIKTOK
Brand-owned content can soar on TikTok. Just look at Duolingo or Gymshark. Unfortunately, just like its predecessors before it, the platform is well on its way to peak saturation where brands are concerned (if it’s not already there). To stand out now, you’re going to need to beat a potentially criminal green bird in the originality stakes (seriously, look up Duolingo).
Alternatively, smart brands are considering other routes to get their message across: influencers. Imbued with the trust that has made them so successful on other platforms, and offering vested audiences readymade, TikTok influencers can provide launchpads to brands looking to capitalise on the capabilities of this newer platform.
For marketing teams stretched thin, or for brands struggling to make their mark in such a crowded landscape, TikTok influencer marketing can be a powerful, even crucial tool. Rather than grappling with the latest trends in the fastest moving feed around,
#E76 – SUCCEEDING ON TIKTOK IN 2023: TIPS FROM THE INSIDE
If you’re building a marketing strategy for 2023, it’d be foolish to not at least consider using TikTok. With its user base expanding at an unprecedented pace across all generations, it’s finally being recognised as a place where all brands need to have a presence and a solid strategy – or else lose customers to the ones who do.
But what does it take to succeed on TikTok in 2023? How do you make sure you hit the mark when it comes to appearing relevant and authentic to your target audience, while avoiding the frequent and inevitable pitfalls en route?
The Influencer Marketing Talks podcast was joined by Emma Lundgren, Agency Partnerships Lead at TikTok, to give her best tips and tricks from the inside.
HOW WE DO TIKTOK INFLUENCER MARKETING
Influencers, trends and brands alike can be made overnight on TikTok. And they can also be destroyed. On this fast-moving platform, news and views travel quickly – for better or worse. Which influencers should you work with? What trends should you jump on? All good questions and ones that require fingers on multiple pulses to answer.
For many brands, the most immediate mistake they make is thinking that the biggest influencer and the hottest trends are the way to go. After all, maximum exposure is surely the goal? But when you work with a TikTok influencer marketing agency like us you’ll quickly see the value in a slightly more nuanced approach.
At Cure Media, we prioritise the right trends instead of just the biggest for our brands, strategically cherry picking the moments that offer the best ROI in terms of both engagement and longevity to ensure that your TikTok influencer marketing pays off in the long run rather than in a short burst.
But what’s perhaps even more important, is that we adapt these trends to reflect your brand. There’s no copy-and-paste work here, no accusations of inauthenticity, no cringey dance memes for the sake of hopping on the hype. For the brands we partner with, trends and influencers are selected and customised to ensure that your message and the things that make you unique are the things in the spotlight.
TIKTOK INFLUENCER MARKETING SERVICES
As with any of the other social media platforms, it is absolutely technically possible to manage your TikTok influencer marketing in house! If you’ve got the resources, the people, the time, and you can devote them entirely to this platform then you’re a shoo-in for success.
If, on the other hand, you find that’s going to be a bit of a stretch (and let’s be honest, who has the budget?) then a TikTok influencer marketing agency might be the way to go.
With the capacity to follow the rapid rise and fall of trends, to keep up with the release of updates, and to get to the heart of what makes TikTokers tick, an agency like Cure Media can build your brand from nothing on the platform.
Primed to adapt fashion, beauty and home brands to the medium of TikTok, Cure Media has helped some of the high street’s biggest brands piggyback off of the success of popular influencers to reach new audiences and cement their reputation in new ways.
From influencer selection and creative strategy, to campaign optimisation and delivery, a good TikTok influencer marketing agency lives in the crosshairs of popular culture and digital transformation so that you don’t have to.
WHAT OTHER PEOPLE ARE READING RIGHT NOW
TIKTOK INFLUENCER MARKETING FAQ
What is TikTok influencer marketing?
Like on other platforms, TikTok influencer marketing is all about using influencers as ambassadors for your brand, employing them to deliver your message in a medium that will resonate with relevant consumers and position your brand positively in a crowded marketplace.
How does TikTok influencer marketing help my brand?
Incorporating TikTok influencers as launchpads, TikTok influencer marketing allows brands to grow quickly on this younger platform through the power of peer-to-peer communication and the cultural nous of people who have already earned your target audience’s trust and attention.
How do you measure TikTok influencer marketing?
There are a number of different metrics you’ll want to keep an eye on when running a TikTok influencer marketing activation: total plays, total likes, average watch time and reach, to name a few. But to understand the scope of the impact of your activation no one metric will suffice, and your measurement should extend beyond even the platform itself to take into account things like website traffic or basket value.