- TikTok advertising strategies for influencer marketing campaigns
- Published 30/06/2023
- 9 min Read
- Written by Julia Shandrokha
Table of contents
Social media platforms have long been a powerful tool for marketers worldwide. However, one platform that stands out due to its remarkable rise and unique demographic is TikTok. Hitting the global stage with a bang, it’s one of the most downloaded apps worldwide, expected to reach an impressive 1.8 billion active users in 2023. What sets TikTok apart is its core user base; if your business aims to engage Millennials and Gen Z, TikTok is undoubtedly the place to be.
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But the impressive number of active users isn’t the only reason for TikTok’s appeal to marketers. TikTok’s short, creative, and dynamic video content platform captures the fast-paced, information-hungry nature of today’s digital society. This ability to deliver snackable, compelling content makes it a hotspot for marketers keen on capturing the attention of potential customers.
Enter influencer marketing, build a TikTok influencer marketing strategy that leverages the credibility and reach of influential individuals in a given niche. On TikTok, influencers with vast and engaged followers are carving a niche for themselves, creating unique opportunities for brands. The impact of influencers on this platform is significant, from driving brand awareness to generating sales, which, when harnessed properly, can lead to exponential growth for businesses.
So, how can businesses tap into the power of TikTok content creators for their marketing campaigns? In this article, the experts from the Famesters agency will help you explore effective TikTok advertising strategies for influencer marketing campaigns.
WHY TIKTOK IS A POTENT PLATFORM FOR INFLUENCER MARKETING
One of the many compelling reasons for TikTok’s popularity is its unique algorithm, designed to offer a highly personalized user experience. Unlike other social media platforms where content is largely driven by who you follow, TikTok’s “For You” page, the heart of its content delivery system, leverages artificial intelligence to assess user preferences and behavior. It curates a feed based on what the algorithm thinks you want to see. By identifying trending videos and the exact type of content you interact with, it can make user-generated content go viral in no time, exposing creators to a much larger audience than they could reach organically.
This feature of TikTok offers a significant advantage to brands and influencers alike. With the right type of engaging and relatable content, there’s potential for tremendous reach and virality, which could significantly enhance brand visibility and audience engagement.
Moreover, the platform’s various features and functionalities make it an excellent tool for driving customers down the sales funnel. From raising brand awareness through viral content, engaging audiences through interactive elements like challenges or duets, to facilitating direct sales through shoppable ads – TikTok provides a comprehensive marketing ecosystem.
Furthermore, TikTok provides an avenue for businesses to foster stronger connections with their audience. It’s a platform where brands can showcase their creative side, engage in relevant conversations, and build lasting relationships. This potential for audience engagement and customer relationship management can significantly impact a brand’s marketing outcomes.
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DEFINING THE AUDIENCE AND GOALS
Understanding your target audience
Understanding your target audience is vital in influencer marketing, as it’s based on the connection between the influencer and their followers. Ensuring the influencers’ audience aligns with your target demographic increases chances of engagement and conversions.
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Building buyer personas
Buyer personas, semi-fictional representations of your ideal customer, help define your target audience. They consider factors like the influencers your audience follows, their common traits, and how your products can provide value to them.
Setting clear marketing goals
Clear, measurable marketing goals guide your TikTok influencer marketing campaign, influencing influencer selection, content creation, and success measurement. Goals could range from increasing brand awareness to driving sales, and they directly impact your marketing strategies.
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THE ROLE OF THE SALES FUNNEL IN INFLUENCER MARKETING
The sales funnel is a critical concept that encapsulates the customer’s journey from awareness to the final purchase. It typically consists of three stages: awareness, consideration, and action/decision.
Influencer marketing campaigns can be tailored to target consumers at each stage of this funnel, enhancing the overall effectiveness of the strategy. Through the careful selection of influencers and the strategic development of content, brands can guide consumers down the funnel, nurturing them from mere prospects into loyal customers.
Strategies for each stage of the funnel with example influencers
Awareness Stage. At this stage, your aim is to attract the attention of potential customers and introduce your brand. Collaborating with prominent influencers who have massive followings can aid in achieving this goal. For instance, influencers like Addison Rae (@addisonre), Charli D’Amelio (@charlidamelio), and Bella Poarch (@bellapoarch) are notable for their extensive reach.
Consideration Stage. After you’ve attracted people to your brand, the next step is to engage them and foster interest in your products or services. Medium-sized influencers are often best suited for this stage. Their relatively focused follower base makes for a more engaged and invested audience. Examples include Maryam Amaria (@maryam.amaria), Sandy Lin (@smallbusinesstips_), Ereka Vetrini (@erekasfood), and Katyaa Golden (@katyaagolden).
Action/Decision Stage. This is the final stage, where you aim to convert interested consumers into actual customers. Here, smaller influencers with niche audiences can prove invaluable. Their followers often exhibit a high level of trust and engagement, making them more likely to take the desired action. For this stage, the key is not just the size, but the quality of the influencer’s audience.
Through careful planning and strategic influencer partnerships, you can effectively guide consumers through each stage of the sales funnel. This ensures your TikTok influencer marketing campaign delivers a significant impact, driving both brand awareness and tangible conversions.
BUDGETING AND PRICING IN TIKTOK INFLUENCER MARKETING
The cost of an influencer marketing campaign on TikTok can vary significantly depending on several factors. These factors include:
- Reach of the influencer. Generally, the larger the influencer’s following, the higher the price they command for collaborations. Their ability to provide your brand with a broad reach comes with a corresponding cost.
- Engagement rate. Influencers with a high level of engagement can also command higher prices. An engaged audience indicates that the influencer has a strong connection with their followers, increasing the likelihood of successful conversions. To check whether the ER of an influencer is actually good, use a free TikTok engagement rate calculator or an influencer marketing platform like BuzzGuru.
- Campaign goals and expectations. The specific requirements of your campaign will also influence the price. For instance, complex campaigns involving multiple posts or elaborate content may cost more.
- Level of effort. If an influencer has to put in a considerable amount of time and effort to create content for your campaign, they will typically charge more.
- Ad placement. The cost may also be affected by where and when the ad appears on TikTok.
- Number and type of posts. The quantity and format of content, whether it’s videos, images, or stories, will affect the overall cost.
The Famesters TikTok influencer marketing agency can help you reduce the costs: influencers’ prices are almost always negotiable, and we know how to get the best price for your company.
Setting a realistic budget for your influencer marketing campaign on TikTok involves careful planning and consideration. Start by defining clear objectives for your campaign and determining what type of influencer aligns with your brand and goals.
Next, research the costs associated with the influencers you’re considering. This will give you a range of potential investment levels. Remember, prices can vary significantly, with costs per post ranging anywhere from $5 to $10,000 depending on the factors mentioned earlier.
Lastly, consider the potential return on investment (ROI) from your campaign. How much are you willing to spend to reach your marketing goals? A well-planned influencer campaign can drive significant engagement and conversions, but it’s crucial to balance this against your budget constraints.
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Remember, while investing in top-tier influencers can seem tempting, micro-influencers with smaller but highly engaged audiences can often provide a better ROI. Their authenticity and close-knit community can result in higher engagement rates and better conversion, making them a worthwhile consideration for brands working with a limited budget.
SCOUTING INFLUENCERS ON TIKTOK
TikTok’s Discovery page for finding influencers
One of the most direct ways to scout influencers on TikTok is by using the platform’s Discovery page. This feature lets you search for influencers using specific keywords or industry trends that align with your brand or product. For example, if you’re marketing a fitness product, you might search for terms like “fitness,” “workout,” or “health.” You can also explore hashtags, suggested accounts, and top videos to find influencers who are popular in your target demographic.
Google search techniques to find TikTok influencers
In addition to TikTok’s built-in discovery tools, Google can also be a powerful resource for scouting influencers. By entering your target keyword followed by “TikTok influencer” into the search bar, you can uncover a list of influencers who specialize in your field of interest. For instance, if you’re looking for influencers in the beauty sector, you might search for “beauty TikTok influencer.” Google’s advanced search features can also help refine your results, such as using quotation marks for exact phrase matching or using the minus sign to exclude specific terms.
Working with a specialized TikTok influencer marketing agency
The Famesters agency provides an efficient and targeted method for finding relevant influencers. We have comprehensive databases of influencers, complete with metrics like follower counts, engagement rates, content quality, and more. With this information at our fingertips, we can help you quickly identify influencers who are likely to resonate with your target audience.
Additionally, we at Famesters vet our influencers, providing an extra layer of trust and reliability. We also provide all the additional services you may need like campaign management and performance tracking. We prepare and run TikTok influencer marketing campaigns from A to Z for you. This saves you time, ensures quality, and maximizes the success of your influencer marketing campaigns on TikTok.
EXECUTING TIKTOK INFLUENCER MARKETING STRATEGY
In influencer marketing, it’s essential to strike a balance between guiding the campaign and granting creative freedom to the influencers. Influencers have earned their followers’ trust and admiration because of their unique content style and voice. So, while you should clearly communicate your brand’s goals and expectations, allow influencers to inject their creativity and personality into the content. This approach increases the chances of their followers responding positively to your brand.
List of potential content types for TikTok influencer marketing campaigns
- Videos. Content based on trending or brand-specific hashtags can help increase visibility and engagement. Influencers can create videos that align with these hashtags, making them more discoverable.
- Challenge videos. Challenges are a big part of TikTok culture. Influencers can create or participate in viral challenges that subtly promote your product or brand, engaging their followers to do the same.
- Tutorial videos. If your product or service allows, influencers can create tutorial or how-to videos. These can showcase how to use your product, tips and tricks, or even unboxing experiences.
- Voiceover videos. In this format, influencers narrate a story or provide commentary over clips, which could include product usage, brand story, or other creative concepts.
- Dance videos. Dance trends are incredibly popular on TikTok. If appropriate, influencers can create unique dances to promote your brand, encouraging followers to recreate them.
- Lip-syncing videos. Influencers can lip-sync to popular songs or audio clips while subtly featuring your product.
- Freeze-frame videos. These are videos where the action freezes at key moments. It’s a trendy format that could be used creatively to highlight key features of your product or service.
- Live videos. Influencers can host live sessions where they interact with their followers, answer questions, provide tutorials, or even host giveaways of your products.
- Brand takeover ads. This allows brands to take over TikTok for a day. Influencers can create content featuring your brand that will be displayed as soon as someone opens the TikTok app.
- Shoppable ads. These are advertisements that allow users to make purchases directly within the TikTok app. Influencers can feature your products in these ads, leading to potentially increased sales conversions.
These content types offer a versatile toolkit for influencers to creatively integrate your brand or product into their content, increasing visibility and potentially driving conversions.
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MONITORING AND OPTIMIZING CAMPAIGNS
Performance metrics are vital for understanding the impact of your influencer marketing campaign. Metrics such as engagement rate, profile views, followers, likes, shares, and comments provide valuable insights into your campaign’s effectiveness. Keeping a close eye on these metrics allows you to assess how well your campaign is resonating with your target audience.
To maximize the effectiveness of your influencer marketing campaigns, it’s critical to constantly test and optimize your TikTok influencer marketing strategy. Use the performance metrics to understand what’s working and what’s not, then adjust your content and strategy accordingly. Also, researching standard benchmarks of strong performance on TikTok can help you set realistic targets and push for improved performance. Remember, influencer marketing is not a one-time activity but a long-term strategy requiring constant refinement and improvement.
CONCLUSION
Influencer marketing on TikTok presents a novel and highly effective way for brands to connect with their target audiences. Its unique algorithm, coupled with its vast and diverse user base, make it a potent platform for influencer campaigns.
However, success on TikTok is not (entirely) a matter of chance but a product of strategic planning, starting with understanding your audience and setting clear marketing goals. From there, you need to consider the sales funnel stages, establish a realistic budget, and identify the right influencers who align with your brand values.
Execution is equally important. Brands need to give influencers creative freedom, use varied content types, and make the most out of TikTok’s features such as hashtags. Finally, monitoring and constant optimization are essential to ensure the campaign’s continued success.
If you are ready to embrace the new era of influencer marketing and discover the vast opportunities TikTok offers, contact Famesters now. We specialize in building TikTok influencer marketing strategies and running turnkey campaigns to help you scale, attract new customers, increase brand awareness and ROI, drive sales, and achieve other magnificent goals.
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