How to Win on TikTok: The Top 3 TikTok Influencer Marketing Strategies

Introduction

In the contemporary digital landscape, TikTok has established itself as an essential platform for brands looking to engage consumers effectively. Originally known for its popularity among teens, TikTok has transformed into a cultural hub with 1 billion active monthly users, making it the premier social media channel for Gen Z and beyond. Brands are increasingly recognizing TikTok's potential to drive consumer behavior, with the platform affecting sales of products ranging from beauty and fashion to food items, including the viral feta cheese trend.

However, leveraging TikTok's marketing power requires brands to adapt their strategies to fit the platform's unique content landscape. Simply repurposing successful tactics from other social media channels is unlikely to yield the same results. To successfully engage influencers on TikTok, brands must familiarize themselves with the platform and develop a tailored strategy. Here are three best practices to keep in mind when tapping into TikTok's influencer marketing opportunities:

1. Take a Test and Learn Approach

TikTok is renowned for its ability to catalyze viral trends; however, predicting what will resonate with the audience is challenging. A carefully crafted video may fail to gain traction, while a spontaneous post could go viral. This unpredictability can be frustrating for marketers, but it's a fundamental aspect of TikTok's appeal.

Brands should adopt a test and learn approach when activating influencers. Instead of lengthy, multi-faceted campaigns like those often seen on Instagram, TikTok campaigns should be quick and flexible. It's essential to experiment with various low-budget, creative ideas, continuously analyzing engagement and outcomes to understand what resonates best with younger audiences.

2. Develop Creative and Easily Adaptable Campaigns

Creativity is at the heart of TikTok's mission to inspire joy. Top-performing content often reflects a playful tone and allows influencers the freedom to express themselves. Controlled scripts and rigid guidelines are particularly unwelcomed on the platform.

Allowing influencers creative agency is critical for success. They know TikTok and their followers best, so trusting them to riff on a simple concept can lead to more engaging content. Moreover, many successful TikTok campaigns incorporate humorous storylines and memorable sounds. To bolster your campaign’s impact, consider creating original music that aligns with your brand, which can help unify campaign content and enhance audience engagement.

3. Let Influencers Be the Experts

While brands are still figuring out how to navigate TikTok, the influencers on the platform are well-acquainted with its nuances. They understand what type of content resonates with their followers, so allowing influencers to take creative liberty with brand partnerships is crucial.

Instead of enforcing preconceived notions about how to promote products, brands should invite influencers to share their recommendations. Being open to influencer feedback about products and marketing strategies can also help improve engagement and effectiveness.

As TikTok continues to evolve, brands equipped with these three strategies—taking a test and learn approach, developing adaptable creative campaigns, and letting influencers utilize their expertise—can thrive. With TikTok's growth, don’t hesitate to experiment and expand your online community to create a meaningful presence on one of the fastest-growing platforms.

At Tribe Dynamics, we offer tools for TikTok content tracking, reporting, and influencer discovery to help brands maximize their influencer marketing efforts. Visit our website at tribedynamics.com for more information or to request a demo.

Keywords

• TikTok
• Influencer Marketing
• Consumer Behavior
• Test and Learn Approach
• Creative Campaigns
• Adaptable Content
• Engagement
• Gen Z
• Original Music
• Brand Partnerships

FAQ

Q1: Why is TikTok important for brands?
A1: TikTok has over 1 billion active monthly users and influences consumer behavior across various industries, making it a valuable marketing platform for brands.

Q2: What is a test and learn approach in TikTok marketing?
A2: This approach involves experimenting with various low-budget, quick campaigns to understand what resonates with the audience, rather than relying on long, expensive campaigns.

Q3: How can brands ensure their TikTok campaigns are creative?
A3: Allow influencers to express themselves freely, use humor, and incorporate catchy sounds or music to make content more engaging.

Q4: Why should brands let influencers guide their marketing strategies?
A4: Influencers are familiar with TikTok and know what content resonates with their audiences, making their insights invaluable for effective marketing.