The insane coverage of TikTok influencer marketing on the Internet
The creator ranking first in the number of followers on TikTok today is still Charli D’Amelio – 108.7 million followers. Imagine the insane amount this little girl makes as a part of TikTok influencer marketing from the brands she works with. Amazing!
Just for your information, Tik tok is an application based on AI technology, originating from China and is currently famous globally. The app is owned by ByteDance, the powerful media company of this billion-pop nation with a total net worth of $30 billion.
In June 2018, after two years on the market, the number of people using the platform reached 150 million. Also in the first quarter of 2018, TikTok was the most-downloaded app on AppleStore – 46 million downloads which surpassed giant social networking sites like Facebook or Instagram.
With the modern “trend-catching” features along with the collaboration of a series of popular icons at the present time, it is understandable for an extremely large entertainment application like this. So what is the major factor that makes such a strong spread around the world?
What is TikTok influencer marketing?
First and foremost, TikTok Marketing is how to use the Tiktok platform to promote brands, products/services to potential customers. Indeed, Tiktok is fertile land and is a strong trend today with a huge source of young users who actively interact with the community many times a day.
So TikTok influencer marketing is basically a promotional campaign involving an influencer as the main character (a famous TikTok creator, having lots of followers) with the aim of using that person’s popularity to attract more customers and increase sales.
As TikTok grows at a blazing speed as the most popular social media platform today, businesses are paying more and more attention to influencer marketing campaigns on the platform.
Who are the TikTok influencers?
TikTok influencers, as the name implies, are the most influential figures on TikTok. They have a large number of followers and get a lot of attention from the community thanks to their creative content that brings value to the audience.
The role of TikTok influencers
Influencer Marketing (on TikTok in particular) gradually becomes common and an indispensable part of today’s advertising campaigns. Not only stopping at big KOLs, brands also effectively utilize the influence of both small and medium influencers.
They can be bloggers, actors and actresses, models, MC,…and perhaps not necessarily a top celebrity. Their sharing comes from a personal perspective with diverse life experiences and valuable knowledge.
To be more detailed, many influencers find TikTok a great platform for them to increase their followers and connect with new audiences. Furthermore, TikTok’s permission to link accounts from other social networks creates an opportunity for TikTok users to more easily approach these influencers as they start working on this emerging short-video platform.
Consequently, brands/businesses are starting to take advantage of this and are creating influential campaigns on TikTok with the participation of influencers. In fact, there are so many different types of influencers on the app that any brand is sure to find the perfect person to work with for a certain campaign.
Types of influencers
Basically, there are 6 levels of influencer from small to large as follows (this classification level is based on the number of followers across all social media platforms, mainly Instagram and TikTok):
- Nano Influencer: 1000 – 5000 followers.
- Micro Influencer: 5000 – 25,000 followers.
- Small Influencer: 25,000 – 100,000 followers.
- Medium Influencer: 100,000 – 500,000 followers.
- Macro Influencer: 500,000 – 1,000,000 followers.
- Mega Influencer: over 1,000,000 followers.
However, the above figures are for reference only. The large number of followers does not mean the ability to make a big impact. On the other hand, it sometimes only represents the ability to attract attention to the community,like some dance and prank challenges on TikTok for example.
The ability to influence or lead must be judged by the level of support and engagement of followers when influencers create new content or new viral trends.
The the reasons for the widespread of TikTok influencer marketing
Tiktok is an extremely diverse and interactive social network. Although this platform was born not long ago compared to other social networks, Tiktok has grown extremely strong and has been spread extremely well by young people up to now.
Becoming a popular TikTok figure is easier
Unlike other major social media platforms, a creator doesn’t need an insane number of followers to become an influencer on TikTok. Furthermore, TikTok is a new platform, so what has arisen behind its expansion, such as marketing, is experimental.
In addition, because of the competition with major platforms such as Youtube, Facebook, Instagram, marketers must also consider new tactics and costs when inviting a certain influencer to carry out promotional campaigns on TikTok in a reasonable way.
Let’s put in a certain context. There’s a macro influencer who has around 500,000-1,000,000 followers on TikTok thanks to their reputation on Instagram. If a brand invites his/her to sign a contract, the money he/she offers is likely to be much larger than that of small creators, or the small influencers who gain popularity through TikTok solely.
Thanks to this “not completely saturated” of TikTok, brands will tend to look to influencers with a moderate number of followers for two main reasons as follows. One is that they will save money. Second, with a moderate amount of followers, influencers will target certain potential customers.
Another reason why being famous on TikTok is so easy is the launch of hashtag challenges. There is no need for a long description including relevant keywords to be recognized but just with these hashtags, the TikTok algorithm can easily display videos to searchers or give suggestions on For You Page (FYP).
With the TikTok algorithm, the video creator’s stats don’t affect whether their video is shown to someone (or more people). As long as a creator produces a video that includes audio that many people like and uses carefully selected hashtags, their video wills have a chance to go viral.
TikTok is gradually taking over the Internet
A lot of people, especially Gen Z, love TikTok for a lot of reasons. This platform differs from other social networks, where for them video is just a feature. On TikTok, videos are all over the place and this is the main feature that makes it as popular as it is now.
Youtube is still a leading video website in terms of the number of users and daily traffics thanks to those long-duration videos and traditional horizontal form, since they bring more useful and complete information.
However, a user is not always patient enough to watch a long video for entertainment purposes. The appearance of short and vertical-style videos is like a new flavor in their taste and viewing habits, while they are too bored browsing through Youtube for not finding anything new to watch.
Besides, the vast majority of content created for TikTok is shared with anyone who wants to see it in a seemingly odd way that other platforms have yet to fully emulate. TikTok’s algorithm for displaying short videos is often very user-aware.
Some examples of successful TikTok influencer marketing campaign
Chipotle (in the U.S) launched a Branded Challenge campaign called #GuacDance while creating dance videos with the song “Guacamole Song”. During the campaign, Chipotle teamed up with Loren Gray and Brent Rivera, both very famous YouTubers and a TikTok account.
The campaign generated more than 430 million videos in just 6 days. As a result, Chipotle’s influencer campaign became the most effective Branded Challenge in the United States in 2019.
During the launch of the Galaxy A series of smartphones, Samsung successfully used TikTok to create a challenge with the #GalaxyA to motivate customers to experiment with the platform’s transition effects and content production. Creative visualization to convey the brand’s abstract messages.
To be more specific, Samsung has partnered with the famous TikToker Falco Punch and Selina Mour to launch a campaign that requires users to draw the letter “A” on their palm and ‘move’ it to another using one of the application transition effects.
In this case, the production team of the hit movie Spider Man: Far From Home linked up with Zach King, the famous creator on many popular social media channels with his video editing style “magic tricks”.
This video earned more than 134,000 Likes and 371 comments expressed interest in the movie. This success is a good sign for all brands looking to resonate and create brand impressions.
The “viralness” of TikTok influencer marketing
We’ve talked a lot about evergreen and viral content, about the temporal sensitivity of each to the video production process. It can be said that at this point, the viral content of TikTok can be seen as long-lasting because we still see new content and challenges being created continuously.
Moreover, It is often seen that today’s brands will only use influencer marketing in a short time at the time of a new launch on the market. However, building a longer campaign can be more deeply imprinted in the mind of the customer.
TikTok users are mainly youngsters, love following the new trend and willing to spend money on products that leave an impression on them (typical traits of generation Z). As a result, extremely creative content from influencers they are interested in plus a well-crafted marketing strategy will have an unexpected sales effect.
How to be a TikTok influencer
So to step in the playground of TikTok influencer marketing, what do you need?
Understand the TikTok platform
If TikTok is a “territory” that you have never explored, do a thorough research to determine if your personal identity is ready to launch this campaign. Then try a few new approaches to your target audience by referring to some successful campaign on TikTok, find out the newest hashtag challenge or consider partnering with a reputable influencer, or just some of your friends who’re interested in TikTok.
Your ability to create viral content
In other words, you should keep up with the latest TikTok trends, such as:
- Original: which is imaginative, creative, attracting-viewers video content in new ways
- Trendsetting: content that highlights the current trend or creates a whole new trend on the app.
- Hashtags: use hashtags to engage users, ignite new trends, and increase discoverability of the tagged content system.
- Duets: video formats are displayed as a split screen, combined with another user for enhancing higher engagement.
- Challenge: hashtag-tagged content, easy to search, has high presence and engages more viewers.
- Audio & Visual Effects: attractive melodies and designed elements to help create interesting video productions.
Bonus Tips: Due to the fact that TikTok’s characteristics are short videos, if you want to leave a mark among the millions of videos produced every hour, your creativity combined with the right influencers will create a great product.
There are many ways to develop perfect content, but a unique dance or character’s cosplay would be great content for drawing more attention and increasing views.
Stay active and engaged
Engagement shows a follower’s interest in influencers, represented by three metrics: the quantity, quality and emotions of interactions. Great engagements should have content that is directly related to what the influencer shares, expresses feelings, consensus, or objections.
In the content battle on TikTok, whoever gets more viral, that person wins. It will take a lot of time, effort and money to create unique, groundbreaking and viral videos. If your content doesn’t go viral, users will skip it.
We recommend that you should follow the current challenges and posting videos regularly for more experience and time to learn, then don’t hesitate to create your original new hashtags challenges.
Want to be a TikTok influencer?
In a nutshell, We hope that this article has provided you with a clearer picture of the TikTok Influencer Marketing campaign and considering this platform as an effective tool for you to make money online.
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