Get out the ring lights, because we’ve got some news #ForYou(page). TikTok is here to stay, and Popular Pays is up for the #challenge. TikTok is a triple threat because it combines seamless video creation, an entertainment-driven social network and one-touch sharing options. It has an incredibly complex ecosystem, and in order for your brand to join in on the fun, it’s crucial that you partner with the right creators.
It’s clear that TikTok creators are different from the kinds of influencers we’ve seen across other platforms, and many have never even participated in branded campaigns before. Given the unique nature of the platform, TikTok makes you feel bolder, allows you to get outside of your comfort zone, and creates a judgement-free space.
It takes the pressure off of someone who wants to create and is scared or intimidated. Anyone can create, so that’s why it’s important that your team identifies the right TikTok creators to bring your campaign to life and have success (and fun too!). The potential for viral videos with huge engagement is high on TikTok. Your brand could create the next viral trend.
When collaborating with TikTok creators, it’s especially important to keep the following in mind:
- Are you prioritizing diversity? It’s a hard truth, but unless we consciously prioritize diversity in our brand campaigns, it is likely not going to happen. Luckily, with over 800 million monthly active users on the platform and an algorithm that prioritizes creativity and engagement over followers, your best bet is to prioritize diversity. TikTok does have work to do to ensure that they’re platform actively supports and celebrates black and brown creators on their platform. Brands can be leaders here. By prioritizing creators of color, tapping into trends and communities that are finding their voices on this platform.
- Do they have significant engagement? Look for influencers with meaningful engagement. This is a standard best-practice across all social platforms, but TikTok empowers many to be creative, and anyone has the opportunity to influence. When looking into reach and engagement for specific creators, look into video views, likes and comments. Do the creators personally respond to comments? Do comments have a correlation to the product or service that is being promoted? Is there benefit in having creators cross-post to other platforms?
- Would your product/service authentically be endorsed by this creator? It’s your job to find out if a product would realistically be used by a creator. Inauthentic partnerships can actually harm brand reputations and comments can get negative. Once the creator understands the specific campaign ask, it’s great to leave some of the creativity up to the experts. Given the nature of TikTok, content that is most authentic often performs the best. While we may think we know what’s best, our creators are experts and know the format that their audience engages with the most. Build relationships with creators in which they can fully understand your goal and bring their own fresh ideas to the table.
- What format of content drives the highest results for this creator? Duets? Challenges? Lip Synching? Dances? Do TikTok creators develop informative and educational content, or are they there to be light-hearted and have fun? Make sure that your brand’s goal for the campaign aligns with the creator’s personal brand and their content on TikTok. Keep in mind, their TikTok content may be completely different than their content on other platforms. Remember, TikTok creators are your partners and they want their work to perform well just as much as you do! Trust them as they understand what will work on the platform.
While there are incredible opportunities for brands to hop on the TikTok train, it’s important that you enlist the right creators for the job. Utilize software tools like Popular Pays to access the fastest growing and community of TikTok influencers and creators. Now, time for the fun dances and hashtag-driven challenges.