The 3 golden rules for influencer marketing on TikTok
Partnerships between influencers and fashion brands are increasingly numerous on TikTok. But beware of missteps: the network has its own specificities, and it is important to take them into account. Here are three golden rules to get started:
- 1. Respect the codes of TikTok: storytelling and lightness
- 2. Let content creators take control
- 3. Launch cross-platform influencer campaigns
- Launch successful influencer campaigns on TikTok with Kolsquare
- Measure the performance of your TikTok campaigns on Kolsquare
- Number of interactions
- Audience characteristics
1. Respect the codes of TikTok: storytelling and lightness
This is probably the most important point for any brand launching a campaign on TikTok. While the network’s codes are constantly changing, the content has a lot in common: it’s light, entertaining, not overly produced or edited, and doesn’t take itself too seriously. It is in fact more authentic than on Instagram and is meant to be inclusive.
On TikTok, fashion is for everyone. The culture itself is important, as is the storytelling aspect – on TikTok, in addition to the usual challenges and lip sync, there is a lot of storytelling, personal experiences.
The brands that operate on the network have understood these codes and produce less smooth, less controlled content. Louis Vuitton did not hesitate to show the backstage of the brand in an authentic way, and this is where the 4 million likes come from. And the brand hasn’t stopped since.
2. Let content creators take control
The content creators on TikTok understand the codes of the social network – they are their own. Perhaps the most telling example of their effectiveness is Gucci. The brand initially launched on the network without the expected success. Unwittingly, the brand made news last year following a challenge initiated by influencer Morgan Presley where the idea was to imitate a Gucci model. The hashtag #guccimodelchallenge gained momentum. The brand then activated the influencer and other content creators who took up the challenge. It was a success.
Giving control and creative freedom to KOLs in a partnership is a winning strategy. They know their audience better than anyone.
3. Launch cross-platform influencer campaigns
TikTok is a success, but brands are well advised to activate KOLs on multiple platforms. While the competition between Instagram and TikTok has been palpable since the inception of Reals, when it comes to an influencer campaign, it’s less so. Many KOLs are registered on both platforms. The Reals have taken over the codes of TikTok – but in fact you see a lot of content from the latter network. TikTok offers greater virality, Instagram a larger audience, and the two networks do not have the same codes, same for Pinterest or Facebook. Brands can therefore make the most of each network depending on their objective.
Launch successful influencer campaigns on TikTok with Kolsquare
You now have all the cards in hand to run successful TikTok influencer campaigns. Now you need to identify your influencers, contact them and brief them.
By choosing to use an Influencer Marketing platform like Kolsquare, brands have access to a catalogue of +1.7M K.O.Ls (Key Opinion Leaders) with +5000 followers in 180 different countries, an advanced search engine and relevant filters by influencer and by audience in order to find the most relevant profile(s) for their influencer campaigns. Thanks to the real-time reporting of actions and the numerous data available, the platform also allows you to measure the effectiveness of your campaigns for even better performance. Kolsquare also offers expert strategic advice to help advertisers and agencies define their objectives and build effective and inspiring campaigns.
Measure the performance of your TikTok campaigns on Kolsquare
Number of interactions
Interactions such as likes, comments or shares are used to measure the engagement of a campaign. The content tab also allows you to obtain this data on each post to measure its effectiveness.
Another interest of TikTok statistics is the analysis of the audience. A creator with a professional account can easily track the number of followers he gets from a post, the origins of the traffic (#ForYou page or followers), but also get valuable demographic information on the gender of individuals or their geographical origin. This information is available individually for each video.
TikTok also allows the integration of a tracking pixel, an HTML code that tracks visits to your page or site. This allows you to better understand the audience’s interactions and to calculate a conversion rate following a campaign.