The best influence campaigns on TikTok in 2023

Since 2020, TikTok has continued to grow, and quite logically new content creators have emerged. The influencer marketing on the social network has therefore developed very widely.

In 2021, 45% brands used TikTok for their influencer marketing campaigns, just behind Instagram with 68%. However, a year earlier, there were so few brands doing influencer marketing on TikTok that experts didn't even quantify the phenomenon.

This success is due, in part, to the diversity of content categories posted on the platform; from gaming to beauty, from lifestyle to entertainment. These themes generate a significant flow of interaction that can greatly benefit your brand.

Suffice to say that TikTok is already the essential application for influence marketing.

To show you the existing potential, we have made a selection of best influencer marketing campaigns on TikTok in 2023! 👇

Why is TikTok essential for influencer campaigns?

Influencer marketing is a marketing technique used by brands to call on a content creator who has acquired a strong presence on a social network. Influencers have a large base of subscribers and have thus become web stars specialized in a field (e.g. fashion/travel/cooking...). This collaboration allows brands to benefit from their visibility to recommend a product or service to their audience.

The use of influencers in marketing campaigns is observed on all social media platforms. But it is on TikTok that this technique is most successful. So why has TikTok become so essential for influencer campaigns?

With over 1 billion monthly active users, TikTok offers massive reach for brands. The platform is particularly popular with Gen Z, an audience that is often difficult to reach through traditional channels. TikTok favors a authentic interaction and creative content, allowing influencers to connect with their audience in a way that few platforms can match. Its algorithm offers a fair chance for all content to become viral, which gives a unique opportunity for brands to reach a wider audience with compelling content. Additionally, TikTok has implemented various monetization and partnership tools, which facilitate collaborations between brands and influencers.

Finally, this success is in part due to the nature of the videos produced, to their consumption in the Pour Toi stream And to trends generated by its users.

The following 5 examples of brands have understood this well, they are using the platform's codes in their strategy.

5 examples of effective influence campaigns on TikTok

1- PHLUR - Bringing your marketing to life.

Among the brands that have all inclusive of TikTok influencer marketing, there is PHLUR.

PHLUR has enjoyed great success with its “Missing Person” perfume. Their communication revolves around the idea that this perfume smells like people you love. TikTok allowed them to really bring this marketing strategy to life.

The video of an influencer, who makes her partner smell perfume, has gone viral.

In the video, the young man who smells the perfume shows a spontaneous reaction of surprise, since the perfume really seems to him to have the scent of the young woman who made him smell.

The perfume quickly made the rounds on the platform., and sold out just as quickly.

Products that manage to make an impression on TikTok quickly go viral on the platform. They are quickly tested live to verify the effect that impressed in the original video.

The brand's campaign on TikTok therefore made it possible to promote their fragrance on a large scale.

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Influencers can be very powerful muses of your products. They are more accessible and consumers identify with them more easily than with celebrities. Their message will therefore be all the more authentic if it is carried by someone who resembles your customers and allows them to project themselves more. Not to mention that their audience trusts them and that this makes it possible to reduce the natural distrust that one can have with respect to advertising content.

2- Booking - Competitions to engage the community.

In a completely different niche, Booking decided to launch a competition on TikTok to get 7 people to win a trip worth 10,000 euros to share with the person of their choice.

Contests are always a good way toengaging your community. The latter will thus be encouraged to produce content around your brand (the famous UGC) in order to apply and hope to win the award. It is therefore an excellent lever for virality.

To do this, they therefore called on an influencer who offers a vlog of a day on vacation with him in a hotel booked on Booking. This allows you to talk about the brand naturally, in a format in which the influencer is comfortable, and that their audience is used to finding on their account.

But above all, it is an opportunity to make you want to experience the same vacation, and therefore to participate in the competition. This allows you to be immersed in the trip and to project yourself. Identifying yourself and projecting yourself are two key elements that influence marketing makes it possible to exploit.

3 - McCain - Create exclusive music.

For his part, McCain launched an influence campaign by creating music to make an impression.

On a platform like TikTok, it is quite rare to consume content without music. The social network defines itself as “sound-on.” It is often complex to understand content without sound, because music plays a very important role on the platform.

McCain therefore decided to bet on sound for a new kind of campaign. The music was created by an influencer on YouTube, before being exploited for various collaborations with influencers on TikTok.

It is basically a fairly old mechanism, already used by television ads, which relied on sound, by creating jingles and other music that stay in mind. This allows the brain to have an auditory memory of advertising that is more likely to persist than visual memories.

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In short, it is a way of making an impression on your target, a bit unwillingly. This is all the more logical on a platform like TikTok whose strong point is music.

4 - Fitness Park - The winning combination, organic content x TikTok Ads.

On another note, Fitness Park called on Sleeq To se differentiate of its numerous competitors.

The aim was to federate a committed community on TikTok, starting from scratch. A successful bet since Fitness Park now has +200k subscribers.

To achieve this result, qualitative content has been created in their niche in order to animate the account, and in parallel, collaborations with influencers made it possible to redirect traffic to the account. For example, a video produced by the creator @superboumj that has accumulated no less than 38 million views.

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The advantage of this type of strategy is that it allows capitalize on the duration and on the visibility generated. Subscribers are all potential customers who are interested in the sports niche and therefore in the added value delivered to the brand's account. This audience can continue to grow over time thanks to organic content that interests this target audience. In addition, the use of influencers makes it possible to significantly boost organic growth, by redirecting a large number of people to the account, a significant portion of whom are interested in the brand's niche.

5- Orange - Influencers as the face of your account.

Orange called on Anthony Ornecq to produce a video about the VivaTech Show, which can be viewed directly on the Orange account.

This type of collaboration is based on the fact that content creators master the TikTok codes and will be able to produce interesting and optimized content for your audience.

Not to mention that their subscribers can recognize them, and will therefore be more likely to view TikTok than if the face was unknown to them. It is theEffect of Stop Scroll that established influencers are able to produce.

Maintaining long-term relationships with content creators can therefore be a very interesting strategy for offer original content on your brand account.

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👉 Of course, not all of these strategies are incompatible. They can be crossed to maximize the effects. It all depends on your goals.

Apply these strategies to your own influencer campaign on TikTok

In short, TikTok is full of opportunities for those who know how to search, and who knows how to use the right creators. Influencers are a gold mine that you must know how to exploit to make your brand perform on the social network. The possibilities are multiple, and the natural and spontaneous content they can produce will make it possible to engage your audience over time.

If you want to know more about how Sleeq can support you with TikTok influencer marketing, contact us.