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Thursday, May 25, 2023

The Dos & Don’ts of Collaborating with TikTok Creators as a Enterprise

The #TikTokMadeMeBuyIt hashtag has greater than 8.1 billion views, so it’s no surprise companies need to collaborate with content material creators on TikTok. Your model might begin trending and bam! You’re offered out.

Or, so they are saying. However how do you get from mixing in to standing out?

Ecwid by Lightspeed has you lined! We are going to deep dive into greatest practices and errors to keep away from when collaborating with content material creators on TikTok.

If you’re able to make the most of what TikTok has to supply, learn on!

Why Collaborate with Creators on TikTok?

We guess you already know that TikTok is considered one of the largest platforms, with 1.7 billion customers worldwide. Almost 50% of content material creators are between the ages of 18 and 25, making them the largest age group of creators on the platform. If your audience consists primarily of Gen Z and millennials, you positively ought to contemplate using TikTok as a place to exhibit your enterprise via collaborations.

It’s not simply that TikTok’s viewers is large; customers additionally spend a lot of time on the platform. An common consumer spends round 23.3 hours per 30 days utilizing TikTok. The app is a excellent spot to attain a new and extremely engaged viewers.

Plus, you might have already seen (should you often use the app) that merchandise go viral like memes and trending sounds. Folks use TikTok to get impressed, share their suggestions, and evaluate merchandise—which they in all probability purchased after taking a look at another person’s evaluate video. For manufacturers, that pays off—64% of TikTok customers purchase a product after watching a branded video by a creator.

To discover the proper creators, use TikTok Creator Market. It is a platform that helps join manufacturers with the proper influencers for their TikTok campaigns. You may set your concentrating on parameters, view profiles of potential creators to collaborate with, evaluate movies submitted by creators… Principally, you handle the whole lot associated to working a collaboration on the Creator Market.

Search for creators utilizing filters in TikTok Creator Market

Now let’s take a have a look at the ins and outs of participating with TikTok content material creators.

Begin with Researching TikTok Communities—And Go Deep

One of the simplest ways to begin your journey into TikTok collaborations is to do some analysis. You need to spend a while discovering which TikTok communities suit your model.

TikTok customers create area of interest communities round numerous matters. You is likely to be acquainted with magnificence vloggers or vogue influencers. On TikTok, it can slender all the way down to particular pursuits, like crocheting, crops, keto cooking, private finance, passive earnings, mild parenting—you title it, there’s a group about it.

Use key phrases associated to your business to search what communities publish on TikTok

For every particular subject or curiosity, there are content material creators with a following. Their followers sometimes belief their opinion—you need to collaborate with these sorts of trusted content material creators. They know the lingo, inside jokes, and presentation that may assist make your product extra relatable for your required viewers.

Since there are virtually limitless communities, you will have a variety of creators to select from. Nonetheless, there may be a catch: keep away from randomly reaching out to a bunch of creators, even when they appear relatable to your area of interest. You need to slender down your creator search and be intentional when selecting a collaborator.

For instance, say you promote sustainable water bottles and lunch containers. One in every of the apparent decisions can be going for #fitnesstok and partnering with a health influencer, or #sustainabilitytok and collaborating with a sustainability advocate.

Nonetheless, what different communities do you assume you can faucet into?

For instance, you can collaborate with a creator from #parenttok, since mother and father put together college lunch for their youngsters. When you’ll doubtless skip creators who make movies about homeschooling their youngsters (as they don’t have to pack lunch for college), you can discover many influencers who’re trying to find an eco-friendly lunch field for their youngsters.

One other instance: you can collaborate with a trusted content material creator for #corporategirlies, since working girls clearly drink water (although we might in all probability drink extra) and doubtlessly carry their lunch to work.

You’ve got many choices when it involves selecting a group to focus your advertising on. Whereas it could be overwhelming, doing analysis may help slender down your search.

The feedback show a gamer-furniture retailer collab may very well be excellent, even when #cozygaming group isn’t an apparent alternative for furnishings promoting

Moreover, do some analysis into what potential collaborators often publish. You don’t need to uncover after establishing an settlement that their content material is not one thing you’d really feel snug endorsing as a model.

To sum up:

  • Don’t be afraid to slender down your creator search and faucet into not-so-obvious communities.
  • Do guarantee you’re snug with the creator’s posts and that they’re really related to your area of interest.

Give Creators the Management

Now that you just’ve discovered your best content material creators, it’s time to allow them to do their magic.

TikTok influencers know what works greatest on the platform. They’ve their very own model of creating content material, constructing interactions with viewers, and participating an viewers. Influencers due to this fact know tips on how to make movies particular to your product or service with most effectivity and attain.

That’s why it is best to belief creators when it involves creating content material round your model. All it’s a must to do is present them with all of the data they want about your product or service, like its options or advantages. Let creators strive your product and share their real suggestions as they see match. Keep away from pressuring them into following a strict script.

Maddy MacRae makes a video for Hinge sticking to her traditional comedian format

It’s okay to give suggestions on what you need to see in the video, however let the creator select the format, language, sound, and so on. To construct belief together with your potential prospects, you need the creator to be educated and genuine. It’s laborious to obtain that when the video matches your model however not the creator’s model—it’ll make the entire video look insincere.

To sum up:

  • Don’t make the creator observe a ready-made script that doesn’t match their model.
  • Do present the creator together with your product or service and all of the mandatory details about it.
  • Do let the creator make a video in their signature format, storytelling approach, language, and tone.

Go Simple on Promoting—You Learn That Proper

The aim of any creator collaboration is to promote your model—and ideally generate gross sales. Nonetheless, keep in mind that the viewers isn’t there for a direct promote.

You may assume that pushing your model in the first few seconds of the video is a nice thought, however it’s really counterintuitive.

Keep in mind that folks come to TikTok to be entertained. If the video has too many call-to-actions, resembling “Try the product in my bio” or “Use my code to get a low cost,” they may scroll away. As a substitute, put CTAs in captions to let viewers discover them with out feeling pressured.

Don’t be afraid to showcase your model afterward in the video if it is sensible for the storytelling. This will result in higher engagement charges, particularly when in comparison with turning a video into an apparent advert.

An instance of a CTA in the caption

To sum up:

  • Don’t push your model in the first seconds of the video.
  • Do put CTAs in video captions.
  • Do hold the video entertaining fairly than promotional.

Make (Some) Developments Your Buddies

TikTok traits may help you attain a wider viewers—however use them correctly. You don’t need to get entangled in a development that doesn’t make any sense for your enterprise or the creator you’re working with.

For instance, the ASMR development is considered one of the hottest on TikTok, however it doesn’t imply it’s nice for each model and creator. If a creator makes a video for your marketing campaign however tries to goal a development they’re not acquainted with, it may not appear real to viewers. Unsurprisingly, that may harm your enterprise.

Other than being related, the video must be reusable. If the video seems nice, you may need to reuse it or enhance it with paid promoting. So when partnering with creators, follow “evergreen” traits that aren’t prone to disappear any time quickly. For instance, “A day in the lifetime of …” or “Prepare with me” are fixed staples of TikTok.

An instance of a Get Prepared with Me video that contains a product

To sum up:

  • Do ask creators to use traits they’re acquainted with.
  • Don’t use traits that make no sense for your model.
  • Do follow longer-term traits so that you could reuse the video later.

If you promote on-line with Ecwid by Lightspeed, you possibly can step up your TikTok advertising sport by connecting your Ecwid retailer to your TikTok for Enterprise account. You may run totally different advert campaigns on TikTok that characteristic your merchandise, together with Spark Adverts, which take a creator’s natural video about your product and enhance it with paid promoting to get extra attain.

Be taught extra about promoting on TikTok with Ecwid in our article:

Extra About Content material Collaborations

By following the suggestions outlined in this text, you will discover the proper creators for your model, arrange profitable and symbiotic collaborations, and create participating video content material that resonates with viewers.

If you’d like a deeper dive into collaborations, take a look at our podcasts:

  • Influencer Advertising and marketing With out the Guesswork. That is our podcast with Taylor Lagace, co-CEO of Kynship, an influencer advertising company. He explains why the “pay-for-post” methodology of influencer partnership could be ineffective and provides a extra helpful method.
  • Develop Your Viewers Collaborating with Different Manufacturers. Content material creators are usually not the solely possibility for collaborations. Different companies also can make nice partnerships. Learn to join with different manufacturers and what you are able to do if you don’t have a vital viewers but.

Now it’s time for you to get began—good luck on your journey of leveraging the energy of TikTok advertising via collaboration!

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