Contributed by LetNicBrandIt
Viral marketing has no exact formula for success. In actual fact, it can take various formats, vary in content and even elicit varying emotional reactions.
“Viral (marketing): a method of marketing whereby consumers are encouraged to share information about a company’s goods or services via the internet.“
Oxford Languages
Everyone wants to go viral these days and what better opportunity exists to do that than on the trending social media platform, Tik Tok.
Since its release to the world in 2018, Tik Tok has grown well over 800 million active followers in over 150 countries! Yes, I said 800 million active users! That’s more than double the population of the United States. Crazy right?!
Although in 6th place behind WhatsApp, this fun social app has taken the marketing world by surprise with its unbelievable explosion of growth in just over 2 years and is still on an upward path with increasing downloads each day. What can I say, this target audience is really into short form user generated content.
“Over 800 million followers!”
hootsuite.com
If you haven’t considered this social app as one of the line items in your marketing strategy, maybe it’s time to look at it as one of your social media marketing tools. When considering the social media app, Tik Tok, as a marketing tool remember that over 60% of its users are GenZ, with the remaining portion being majority, Millennial.
Now if this demographic is a perfect fit for your brand’s target audience, and part of your marketing strategy is influencer marketing, you’ve hit the Jackpot!
You have stumbled upon a gold mine of interesting prospects who have a high probability to make your brand go viral. Brands such as Guess have used influencer marketing on the Tik Tok platform.
Not sure how to find the right Tik Tok influencers? Here are a few tips.
Search Hashtags
Put on your Sherlock Holmes hat. Now go to the ‘Discover’ field. Search, search and search those hashtags relevant to your brand. If you want to promote a new promote that organizes kitchen utensils, you can use the hashtag #kitchenorganization. Other hashtag examples you can use to find the ideal personality to represent your brand would be #foodie or #chef. Tik Tok will then populate your search results. Go through the ‘Top’ results and make your assessment based on your selection criteria.
Influencer Search Engine
Another option is to use an influencer search engine. There are a number of search engines out there which will allow you to browse influencers by social media platform, hashtags, location and even gender. However, to get the full benefits of these influencer search engines you will need to subscribe. Tokfluence, Influence Grid and Hypetrace are a few worth checking out.
Tik Tok Creator Marketplace
Tik Tok Creator marketplace. This platform is powered by Tik Tok itself. Brands can sign up for free. However some influencers may shy away from this platform because it takes a commission from their earnings.
So now you know how to find your Tik Tok influencers and you will need to move on to the next step where your campaign goal will ultimately determine your final selection.
Is your campaign goal to achieve brand awareness? Then go with an influencer with a large following, these are called macro influencers. If you would like to target a niche group within the Tik Tok audience you can choose a micro influencer who has a small, niche target audience. Make an assessment of how they use trending songs, incorporate hashtags and follow basic trends in their existing creative pieces. Whatever your goal, ensure that the tactics and messaging employed are appealing.
Your next step is to reach out to those influencers and offer them your product to incorporate into their daily life. Let them tastefully draft their own creative content using the brand.
Then you watch and wait for the results of Tik Tok! It will be worth it! The audience is there!
“Users spend an average of 46 minutes per day on the app digesting viral content.”
(https://blog.hootsuite.com/tiktok-stats/)
As Tik Tok’s popularity continues to increase, more and more brands will begin to utilize the platform in their marketing strategy. Don’t miss the train while it’s trending.
Now go forth and go viral!
See you later! I’m about to go Tik Tok around the clock!
