Ideas to help you start your influencer marketing campaign on TikTok
The app, which belongs to ByteDance, the Beijing-based tech company, was launched internationally in 2017 under the name TikTok, modeled after its Chinese counterpart Douyin. Since the Chinese acquired Musica.ly in 2018 and integrated it into Tiktok, TikTok’s popularity has been growing steadily. With GenZs as its main target audience, TikTok is a promising way to increase brand awareness and reach new audiences.
If you or your brand need to be convinced to include Tiktok as a platform in your marketing strategy, check out the Kolsquare blog for all sorts of insights on the platform.
In order to use TikTok as successfully as possible for your social media strategy, it is important to know which type of content works best on the platform. This is, of course, different from the content that works well on Instagram. Find a list of ideas to get started on TikTok now here!
The Motto on TikTok Is: Quality Over Quantity
With a 15-second duration, you may be tempted to just post content to stay on the ball. But meeting your own quality standards and thus representing your brand values is of course extremely important on TikTok as well as in short videos. In order to convince users not only of high-quality content, but also to encourage them to subscribe or share the videos, it is a good idea to communicate news or knowledge in the sense of classic news value.
The German online content network of ARD and ZDF @funk hits exactly the right note on TikTok. On the one hand they inform about socially relevant topics, on the other hand they entertain, tailoring their content perfectly to the Gen Z target group. Of course, it is in the nature of public broadcasters to inform, nevertheless radio is a great example for brands how to master the combination of educating and entertaining.
In the video, the network’s reporter explains what households can expect with rising gas prices and whether we will really have a freeze in Germany in the fall.
@funk Mehr Infos rund um die Gas-Krise und andere politische Themen findet ihr bei unserem Format @deutschland3000 ♬ Originalton – funk
Remember TikTok's Origins and Share or Create Challenges and Hypes
Trends are moving gast, but it can still be worthwhile for your brand to capitalize on hot content. Anyone who has used TikTok even once or vaguely heard of it knows how popular dance videos are. Whether alone or as a group, you can dance your way to success on TikTok. Lip-sync videos, in which creators either sing in sync to a song or act out lyrics are also a classic. These videos can either entertain or address serious topics.
For playbacks, TikTok offers the choice of stickers, quizzes and other effects that can make your video interesting and interactive. Just like playbacks, duet videos also take previously produced content, only now you add your own recording. Instagram did now follow suit on this feature in August 2022, when it released a similar update. Read more about Instagram’s latest news on the Kolsquare blog.
Of course, you can also create a challenge yourself. The best way to do this is to create your own hashtag and collaborate with influencers to generate a kickstart for your campaign. You can read about how powerful and useful hashtags can be on TikTok and what to look for in 2022 in the Kolsquare guide.
Equally great for your brand awareness is a custom filter that represents your brand. Similar to Snapchat and Instagram, creators can create AR lenses and filters to create special effects just for your brand.
Cat Content Is Key
While the app is now gaining notoriety and TikTok is becoming the most important source of information for younger generations, users want one thing above all: to be entertained. There are a few options for this: obviously, you can post animal videos, of course, but they should still correspond to your brand strategy and identity. Of course, there is no point in posting random dancing or singing cats without them having anything to do with your brand.
Also, you can use the freeze frame effect to freeze images, and then in turn use them as backgrounds for other videos.
Low-cost airline Ryanair also knows how to respond quickly to trends with wit, irony and humor GenZ. Seemingly effortless, the videos go viral, skillfully using popular audio and memes. What’s more, Ryanair has created a recognition value that inspires people with their talking airplane.
@ryanair It’s what makes the ticket CHEAP 😭 #ryanair ♬ original sound – Canyon Swing – Queenstown 🇳🇿
Present Your Hobbies or Offer a Peek Behind the Scenes
In addition to educational and entertaining content, there is another popular section, namely everyday life. Just like influencers, it is also exciting for brands to provide a glimpse into their private lives or behind the scenes of the office. What hobbies do your employees have? How do you plan your campaign? What do you do on your lunch break?
Show how to build a storyboard or how to understand and use your product in a tutorial video. Of course, a tutorial is more difficult given TikTok’s time limit, but time-lapses are one way to solve this problem. Also popular are workout videos, that can inspire users to create their own fitness routines.
Cooking and food videos are performing equally well. On the one hand, GenZ in particular pays attention to a healthy diet, but at the same time may not yet be particularly adept in the kitchen. So inspiration for today’s lunch or dinner for the second date is content that can potentially go viral. If cooking is not part of your brand identity, or you don’t have a chef on your team either, then as I said, share which donut there is during the meeting.
If you have already tried all of the above, you can always just ask your followers what they are interested in or what they would like to see. Either specify a topic or start an open Q&A session.