Known for its viral videos, magnetic design, and fast-paced content, TikTok has become a leading social media platform. As organic traffic continues to grow, brands are flocking to TikTok to engage with its content-hungry audiences. But with the sheer volume of users and content, how do companies ensure their message isn’t lost in the noise?
“There’s always a risk of oversaturation, but there are other avenues for advertising on TikTok aside from just paid ads,” says Rob Jewell, Chief Growth Officer of Power Digital. He advises brands to approach TikTok through a holistic strategy, integrating both organic and paid efforts.
So, what does that integrated approach look like? It means combining shoppable paid ads with a strategy powered by the people who make TikTok thrive: the Creators.
Why Are Brands Partnering with TikTok Influencers?
With platforms like Instagram, YouTube, and Facebook already in play, why are brands prioritizing TikTok? One word: engagement.
TikTok boasts over 1 billion active users and has the highest engagement rates of any social media platform, whether the content comes from mega- or micro-influencers. According to Jewell, TikTok “necessitates and demands daily content,” and Creators have the talent and audience needed to deliver consistent, on-trend material.
From Influencers to Creators: What TikTokers Bring to the Table
When a brand joins TikTok, the primary goal is consistent content output. Here’s why TikTok Creators are perfect for the job:
- Versatility: TikTok Creators are multi-talented, often acting as writers, directors, actors, and editors of their own content. This all-in-one skill set allows them to reach diverse audiences. The platform’s design further blurs the lines between user-generated and branded content, helping brands connect with users in a seamless, authentic way.
- Agility: TikTok’s rapid pace requires Creators to stay on top of trends and adapt quickly. Creators are not only trend-savvy but can also produce content fast enough to keep up with TikTok’s ever-changing landscape.
- Genuine Brand Partnerships: For many Creators, brand deals provide a stable income, while companies benefit from reduced production costs and direct access to their target audience.
What Kind of Creators Are in Demand?
When users download TikTok, they select content categories of interest, like “Dance” or “Home Improvement.” But TikTok’s algorithm evolves over time based on user behavior, delivering content that aligns with their changing preferences.
Jewell describes TikTok as a mix of “YouTube’s core video business, Instagram’s feed functionality, and Google’s deep search capabilities,” making it versatile for brands across industries. Top content categories in 2020 included entertainment, fitness, beauty, fashion, and more. Trends shift weekly, which is why partnering with Creators who are already immersed in TikTok culture is essential.
How to Contact TikTok Influencers for Branded Content
TikTok is becoming a key player in the content stream, with several ways to tap into influencer marketing:
- TikTok Resources: The platform launched its Creative Agency Partnerships (CAP) University program to help brands collaborate with Creators already producing relevant content.
- TikTok Agencies: Many Creators work with marketing agencies that specialize in the platform, acting as representatives to broker brand deals.
Taking a holistic approach to TikTok marketing means working with firms that understand the platform’s influencers and possess expertise in multi-faceted marketing strategies, such as organic content creation, paid ads, and community engagement.
How to Hire a TikTok Influencer for the Long Term
To successfully partner with TikTok Creators, brands need a well-rounded marketing team to identify prospects, broker deals, and measure success. Here’s how to do it:
- Build a strategic marketing plan informed by SEO tactics.
- Choose influencers who can use keywords, hashtags, viral music, and captions to reach the right audiences.
- Diversify your content strategy across YouTube Shorts, Instagram Reels, paid ads, email, and more.
- Utilize TikTok’s ad management platform to boost performance.
As TikTok continues to grow and become more shoppable, SEO and search capability will play a larger role in helping users discover content. Brands that partner with data-driven marketing agencies can harness the full potential of TikTok Creators and stay ahead of the curve.
