TikTok has revolutionised the influencer marketing space.
With its promise of unparalleled reach and effective conversion opportunities, it has become a platform impossible to ignore. As official TikTok marketing partners, we’ve seen a surge in brands looking to collaborate with TikTok influencers. We’ve helped brands like Benefit and Estée Lauder unlock it’s potential and have recently updated our platform to empower marketers to run self-serve campaigns of their own.
If you’re yet to jump on TikTok, there’s truly never been a better time to start a campaign. But before you do, here’s three things you should know.
#1 Don’t make ads, make TikToks
It’s true what they say, if you want to capture and keep the attention of TikTok users, you’ve got to play by different rules. Sponsored content on TikTok doesn’t have the same polish as Instagram or sales-driven approach as Facebook. Its superpower is its subtlety. It should blend into the feed and not disrupt the user experience, or else they’ll just scroll on by.
The fact that TikTok users open the app with a ‘discovery mindset’ does work in a brands favour though. The default For You page shows users a constant stream of content from people they don’t know. Unlike Instagram. This gives your sponsored content a great opportunity to fit right in.
If you want to know how to balance brand awareness with subtlety, partner with an influencer. They are the experts in creating sponsored content that bridges that gap between the two, while exposing your brand to a huge audience. You can connect with Vamp’s vetted community of TikTokers via our platform.
#2 It makes people want to shop
TikTok is hugely influential when it comes to buying behaviour. In fact, 83% of consumers on TikTok say that seeing trending content has inspired them to make a purchase.
This won’t be a surprise to anyone familiar with the hashtag #tiktokmademebuyit, which now has more than 3.6 billion views on TikTok. When the feta pasta recipe was trending, Aussie supermarkets reported the ingredients flying off the shelves. Meanwhile skincare brand, The Ordinary, credited the platform with the sale of 100,000 units of its face mask in just a few weeks.
Giving your customers a smooth path to purchase will allow you to tap into these conversion opportunities. Better yet, repurpose your influencer content and turn it into ads. You can drive inspired users directly to your ecommerce page, or sync with Shopify to create in-feed shoppable ads.
#3 It’s not just home to Gen Z
Don’t get us wrong, Gen Z love TikTok and it’s predominantly their platform (and this is why), but it’s not just the younger demographic you can find there. Throughout the pandemic, people have been craving light relief and have turned to TikTok’s unique mix of comedy skits, fun dances and viral challenges to provide it. As a result, the average age is being skewed slightly upwards. In the US, 31% of TikTok users are over 40 years old.
In April, TikTok revealed some family-focusesd hashtags trending on the platform, including #family, #familytime, #parenting, #momsoftiktok, #dad and #momlife. This, combined with the fact that the initial Gen Z user base is naturally growing older, means brands might want to keep an open mind when considering who to target on TikTok.
For more TikTok tips check out our webinar, where we discussed best practise tips.