Getting Started With TikTok Influencers
In just a few years, TikTok has grown into one of the most popular social media platforms, with over 1 billion active users worldwide. TikTok also developed a suite of accessible paid marketing products that makes best use of the influencer-driven content and viewer interactivity that are hallmarks of the platform. As a direct-to-consumer brand, you can leverage the power of TikTok influencers, enhanced with targeted ads, to increase brand awareness, generate sales, and create brand loyalty.
Here are some steps to consider when using TikTok influencers to generate awareness for your direct-to-consumer brand:
Identify your target audience: First, define and identify your target audience. Who is your existing customer? Who are some likely new buyers? Knowing your target audience will help you find the right influencers with a following that aligns with your target audience. It will also help create more targeted ad campaigns.
Research relevant influencers: Next, it's time to research relevant influencers. Use TikTok's search feature to find influencers who have a large following in your industry or niche. Short list influencers who have a strong engagement rate, a loyal following, and whose content aligns with your brand's values (rather than just a large number of followers.)
Reach out to influencers: Start reaching out to your short list of influencers and introduce your brand. Explain the benefits of how partnering with your brand can benefit their audience. You can also offer them free products or services, discounts, or even a commission on sales generated through their content.
Create a partnership agreement: Once you’re in agreement with an influencer, create a partnership agreement that outlines the terms of the partnership, including compensation, content guidelines, content rights, and timeline.
Provide the influencer with creative freedom: Influencers know best how to create content that aligns with their style and resonates with their audience. Other than requiring them to adhere to your brand guidelines and link to the right URL, give them creative control. Trusting them will result in more authentic content that their followers are more likely to engage with.
Monitor the campaign: Monitor the influencer's content to ensure that it aligns with your brand's values and guidelines. Ask to see the post in advance, or if this isn’t possible, send any urgent edits as soon as they post. Monitor engagement rates, click-through rates, and conversions to assess the success of the campaign.
Amplify the campaign with ads: TikTok Ads offer several paid products to amplify your organic influencer campaigns, bringing them to a wider, yet targeted, audience. Ensure your partnership agreements cover any planned paid marketing.
In conclusion, partnering with TikTok influencers can be a great way to generate awareness for your direct-to-consumer brand. However, it is essential to identify your target audience, research relevant influencers, and create a partnership agreement to lay the groundwork for a successful campaign. Remember to give influencers creative freedom and monitor the campaign's success to make necessary adjustments and help refine future campaigns. Finally, amplify successful organic campaigns using TikTok’s advertising products. We’ve run a number of TikTok campaigns for clients and can work with you to grow your brand by tapping the power of influencers.
