TikTok dominates the social media landscape; from its origins as an app for dancing and lip-sync videos, the platform has now become the go-to destination. From Duolingo’s mascot coming back from the dead to the RSPB’s Bird of the Week – the content ideas are endless.
However, on an app with so many possibilities, how do brands know what to do when it comes to campaigns and content, especially when it comes to working with influencers?
Stick to what THEY know
It can be tempting to want to own the creativity when working with influencers, especially when it comes to a brand you know well. However, if you have done your research and are working with a suitable influencer, put your trust in them.
Influencers of TikTok know their niche. Take Instagram, for instance; many brands have popular influencers who post static images with their products. However, it often won’t suffice on TikTok. Many influencers have a distinct style of video that they adhere to and deviating from that can lead to their audience not engaging with the content they created for the brand.
Find the right branch
There are many sides to TikTok, such as Book Tok, Beauty Tok and Skincare Tok; all off these branches tend to have individuals who can be perceived as the ‘hero influencers’ for this sector and are often highly regarded by the people who interact with this content and are usually served it on their FYP. Working with the core group can lead to the cut-through needed on such a saturated app.
The business page
By now, brands are aware that serious content isn’t the norm on TikTok, as Gen Z and Gen Alpha dominate the platform; therefore, the content needs to resonate with them. Huge pages, including the Oscars, are looking at ways to diversify and appeal to a younger audience, even if that means stripping back the serious nature. For instance, the Oscars TikTok page, during the ceremony and the build-up to the main event, features mini-interviews conducted by Chicken Shop date host Amelia Dimoldenberg, swapping out the serious persona for a more fun-focused, unserious approach.
Every day has its heyday, and TikTok’s dominance will eventually come to an end, but in today’s digital landscape, TikTok reigns supreme, and we must all learn how to maximise our efforts on this platform, from understanding the ins and outs of the app, to knowing how to approach the key demographic. These few tips can be the key to starting your influencer marketing journey on TikTok!
We work with a variety of brands on their influencer marketing, helping them to expand brand awareness, prompt purchase and create engaging content. Get in touch today to find out how we could help you. Call us on 0113 430 4160 or drop us an email: hello@prohibitionpr.co.uk
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