5 steps to a successful influence campaign on TikTok

Created by the Chinese company ByteDance Ltd in 2016, TikTok is now one of the most popular applications in the world. And for good reason: it has just exceeded one billion users, and has reached more than 1 billion users. 3 billion downloads in only 3 years.

Launched as a video sharing platform, mainly for lip synch, challenges, and dance videos, TikTok has now become a full-fledged social network. Everyone can find happiness there.

In 2021, many brands were seduced by the ease of use and the creative capacity of the network and have invested in influencing TikTok.

In this article, we will give you all the keys so that you can succeed in your Influencer campaign on TikTok. Let's go!

Why do an influence campaign on TikTok

Relying on influencer marketing on TikTok is the best way for a brand to gain visibility quickly with a community.

It is common that when a brand launches its account on TikTok the results are not spectacular from the start. Indeed, growing a community requires real expertise and investment.

This is why the launch of an organic account is rather part of a long-term effort to Make a name for itself on TikTok.

This is for example the case of Ralph Lauren or Dior, which despite their fame cannot convince TikTok users.

To realize this, simply observe their relatively low number of views compared to the number of views that illustrious strangers who have understood TikTok's codes can have.

In fact, the TikTok format is fairly standardized.

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Users share short videos spontaneously or to reproduce challenges launched by brands.

Content creators with a large number of subscribers are called”TikTok influencers”. And the content they produce directly on the platform is said to be “native”, as opposed to content that does not respect the application's codes.

Non-native content, that is, commercial content or content shot in a studio, with methods from TV, does not perform well on TikTok.

TikTok influencers act as prescribers.

Activating influencers will therefore allow you to create much more results, whether in terms of views or engagement, very quickly.

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5 steps to a successful influence campaign on TikTok

Do an influence campaign, whether on TikTok or on any social network, cannot be improvised, at the risk of obtaining poor results. We've written you an article on mistakes to avoid when launching a TikTok influencer campaign, which you can consult by clicking hither.

Influencer marketing is therefore a powerful tool, but one that requires a solid preparation to obtain satisfactory results.

Step 1: Define your goals and your target

First, as with any marketing campaign, you should Define goals clear, achievable, and measurable. It is important to determine the reason or reasons why you want to set up a influence strategy on TikTok. Is it to increase brand awareness or to convert?

Once you have made this choice, keep in mind that many influencers have a large community, but that community is not not always committed and relevant for your market.

If you want to generate brand awareness for your business, you should focus ons influencers with a large community.

If your goal is to generate sales, focus on more niche influencers with a smaller but more qualified community. This will make you more likely to have a good return on investment.

Step 2: Define the target of your TikTok influencer campaign‍

To set your goals, you will therefore have previously thought about your targets. If you are a company with an elderly or BtoB target, you may have a limited choice of influencers, even if the average age on TikTok is increasing.

On the other hand, if you are a brand focused on a young target audience (ideally between 16 and 24 years old), you will have no trouble with find a suitable influencer to your audience. However, take the time to analyze your positioning on the TikTok market before looking for influencers with whom to collaborate.‍

Step 3: Select and negotiate with influencers

It's time to move on to selecting creators who are relevant to your brand, i.e. with an audience that matches yours.

Here is a list of the criteria to take into account in your selection:

- The engagement rate : see if the community interacts with the influencer

- The average number of views on videos : to get an idea of the number you can reach by collaborating with the creator

- The number of subscribers : it is the main determinant of the influencer's price, although it is not a reliable indicator of the quality of their videos or the number of views. It is important to know The different influencer categories on TikTok to choose the right influencer.

- The reputation of the creator : it goes beyond TikTok. For example, an influencer with 400k followers on TikTok but who comes from Youtube or Instagram where he is more followed will cost more than an influencer with 2 million subscribers but only on the TikTok platform.

- The creator's video concepts : you have to find out if the influencer's video concepts are conducive to collaborations or not. The aim is for collaboration to be as natural as possible.

Content creators are constantly solicited by requests for collaborations, it's up to you to stand out and make them want to promote your brand. The easiest way is to ask an influencer agency to help you design your campaign. At Sleeq, we take care of everything, including negotiating the influencer budget for brands.

Step 4: Video Design

Before moving on to the brief stage, you must think about the direction you want to give to your brand message : What do you want users to remember when watching influencer videos?

You must direct the creative thinking according to your goals (conversion, reputation and engagement) and adapt the video in this direction.

A few pointers to help you find your way around:

Conversion = more commercial promotional video that calls for action

Awareness = content design can be more open and the influencer can talk about the brand in a more subtle way.

Engagement = brand content, i.e. brand content without the brand appearing, this type of video must bring real added value to the audience.

Step 5: Write briefs

Once you've selected an influencer, negotiated rates, and conceptualized your videos, comes the brief stage. By collaborating with a TikTok influencer you will be able to create remarkable content that speaks to your target audience on the ground and above all, with their codes. You don't need to come up with groundbreaking concepts for your campaign to work well. On the contrary, the more you will be in the trends and the more your TikToks will break through.

The best and what we do at Sleeq is to write a specific brief and adapted to each influencer in order to respect their universe. There is a subtle balance to be found between the influencer's content and the brand's commercial discourse.

If as a brand you are not used to the exercise, offer a fairly broad brief to the creator. This will allow him to understand the brand's objective while leaving enough margin to be able to adapt it with his creative concept.

What should be avoided at all costs to avoid are generic scripts for all influencers. This may restrain them because it will not be adapted to their personality at all. Their subscribers will realize it and the results will be disastrous...

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Step 6: Schedule publishing and boost videos

Depending on your marketing goals and strategy, videos can be published all at once by all influencers for a “buzz” effect or delayed to acquire notoriety or make sales over the longer term.

Also, as a brand, you can use content creators' videos to make TikTok Ads campaigns. These will allow you to increase reach, i.e. the reach of a publication, or to convert by setting up a call to action button allowing users to continue their customer journey to a site.

Are you a bit lost? Sleeq can support you throughout your influence campaign, do not hesitate to contact us.