Rising Popularity
There’s no denying the growing number of active users on TikTok. It’s why so many brands are turning to TikTok to advertise their products and services. However, we’ve learned it takes much more than just running an ad to cut through the clutter and make an impact. Brands and advertisers like Mason Digital are using features like the TikTok Creator Marketplace to access and partner with a large array of influencers.
A New Way to Advertise
So why are brands using influencers to promote your product versus just running their own created content on TikTok? According to research from The Drum, adding an influencer to your campaign can drive a 93% higher engagement rate. Additional research from TikTok showed that user-generated content, in partnership with influencers whose content was created specifically for TikTok, is watched 13% longer than non-TikTok-specific content. It’s actually preferred by most consumers.
Organic and natural content on TikTok appeals to its users. The same goes for sponsored content created by TikTok influencers. Not only do influencers promote your product, but they also help to build trust with the audience and, in turn, your brand.
One visit to TikTok and you’ll see that compared to other social platforms, TikTok stands out as a result of its creativity. Influencers enable you to create and promote content that specifically fits the brand while remaining organic yet not feeling pushy. It also gives influencers the chance to talk about the product in a creative way, using trendy sounds, music, dances, and more. When users of the app see content produced by their favorite influencers they are more likely to interact with that content, often not even realizing that it is “sponsored” by a brand.
Choosing the Right Influencers
There is no shortage of influencers looking to partner with brands. But that doesn’t mean just any influencer is a good match. Brands should research which influencers are the best fit for their product. Through TikTok Creator Marketplace, advertisers can explore a catalog of prospective brand influencers – being able to see the number of followers, the content they’ve created, content performance statistics, demographics they appeal to, and more. Brands should be aware that content performance isn’t the only important factor when choosing an influencer on TikTok, the influencer should complement the brand’s overall personality and represent the brand’s target audience.
It’s also important for brands to ensure that their target audience is receptive to influencer marketing. For example, a 2021 survey by R.R. Donnelley & Sons Company found that Gen Z and Millennials are much more likely to say that influencers exposed them to a new product or service and made them more likely to buy a product or service.
TikTok’s ad platform, called Spark Ads, actually makes it very simple for brands to take sponsored content that influencers create and use it as an ad. Spark Ads allow brands to boost organic videos directly from a brand or creator’s profile, ensuring that all views, comments, shares, likes, and follows are attributed to organic posts.
There’s no doubt that your advertising on TikTok can be very different from other social media platforms. We’ve got the experience to help you be successful with this up and coming social channel. Let us help you influence your brand engagement. Contact us for more information on influencer marketing through TikTok.