1. Work with influencers who align with your brand and values
Posted: Tue Jan 21, 2025 3:47 am
Authenticity has been a marketing buzzword for a while now, and for good reason. According to research from Stackla , 88% of consumers say authenticity is a key factor when deciding on their favorite brands. If a brand feels authentic, users can trust that the time they spend interacting with it will be well spent. No user wants to feel like they’re being lied to or that they’re not worthy of receiving the “true” image of their favorite brand — especially on TikTok, where 64% of users say it can be their true selves.
What does this mean for marketers? It means they have to rigorously vet who they work with, analysing influencers’ production, tone and style to ensure they match their brand values and the perception they have in the minds of the public.
2. Give your influencers artistic freedom
Marketers also need to give creative freedom to the influencers they select . TikTok influencers are known for their distinctive styles, and audiences will notice when a brand tries to pressure them into creating boring, on-brand, transactional content. Leave the creativity to the experts and reserve transactional messaging for repurposed ads or accompanying texts. Viewers will be more receptive if they’ve engaged with more entertaining content.
3. Work with a variety of influencers, depending on the campaign you are running.
Part of TikTok’s success is due to the fact that it is a diverse and dynamic platform, where no one type of content or creator reigns supreme. Marketers need to keep this in mind and mix up the type of influencers they work with – a portfolio of up to 12 is a good number to aim for.
In this regard, marketers should prioritize working with nano-influencers (those with fe cmo email lists wer than 10,000 followers, whose content focuses on more specialized topics) and mega-influencers with more than one million followers. These categories of influencers tend to see higher engagement rates and are therefore better suited to supporting a healthy ROI.
4. Take advantage of viral trends
It should be noted that TikTok uses a content-feeding algorithm, which promotes content in its “ For You ” section based on views and engagement, rather than relying solely on the number of followers the creator has.
That’s why it’s so important for your influencers to be able to spot and take advantage of viral trends . Ignore those who produce isolated content focused on themselves and opt for those who have a relationship with their community and know what great content is when they come across it. Plus, viral trends move quickly, so allow your influencers to jump on a bandwagon as soon as possible by cutting out lengthy approval processes.
5. Test, learn and spend
Influencers should be the star of any influencer campaign, but that doesn’t mean marketers don’t have a role to play. It’s important to track the content that works — anything that captures an audience’s attention can be repurposed for brand channels and amplified with paid media spend. According to TikTok , brands that repurposed popular TikTok trends as paid content were rewarded with a 14% increase in watch time — a huge boost for metrics like awareness and engagement.
Paid versions of popular content can be optimized to help meet ROI metrics like downloads and purchases with the option to add links and CTAs to various paid ad formats.
What does this mean for marketers? It means they have to rigorously vet who they work with, analysing influencers’ production, tone and style to ensure they match their brand values and the perception they have in the minds of the public.
2. Give your influencers artistic freedom
Marketers also need to give creative freedom to the influencers they select . TikTok influencers are known for their distinctive styles, and audiences will notice when a brand tries to pressure them into creating boring, on-brand, transactional content. Leave the creativity to the experts and reserve transactional messaging for repurposed ads or accompanying texts. Viewers will be more receptive if they’ve engaged with more entertaining content.
3. Work with a variety of influencers, depending on the campaign you are running.
Part of TikTok’s success is due to the fact that it is a diverse and dynamic platform, where no one type of content or creator reigns supreme. Marketers need to keep this in mind and mix up the type of influencers they work with – a portfolio of up to 12 is a good number to aim for.
In this regard, marketers should prioritize working with nano-influencers (those with fe cmo email lists wer than 10,000 followers, whose content focuses on more specialized topics) and mega-influencers with more than one million followers. These categories of influencers tend to see higher engagement rates and are therefore better suited to supporting a healthy ROI.
4. Take advantage of viral trends
It should be noted that TikTok uses a content-feeding algorithm, which promotes content in its “ For You ” section based on views and engagement, rather than relying solely on the number of followers the creator has.
That’s why it’s so important for your influencers to be able to spot and take advantage of viral trends . Ignore those who produce isolated content focused on themselves and opt for those who have a relationship with their community and know what great content is when they come across it. Plus, viral trends move quickly, so allow your influencers to jump on a bandwagon as soon as possible by cutting out lengthy approval processes.
5. Test, learn and spend
Influencers should be the star of any influencer campaign, but that doesn’t mean marketers don’t have a role to play. It’s important to track the content that works — anything that captures an audience’s attention can be repurposed for brand channels and amplified with paid media spend. According to TikTok , brands that repurposed popular TikTok trends as paid content were rewarded with a 14% increase in watch time — a huge boost for metrics like awareness and engagement.
Paid versions of popular content can be optimized to help meet ROI metrics like downloads and purchases with the option to add links and CTAs to various paid ad formats.