TikTok has quickly become a popular platform for brands looking to reach younger audiences. With over 1 billion active users, TikTok is a powerful marketing tool for businesses looking to promote their products and services. TikTok's algorithm promotes content that is entertaining and engaging, and this has resulted in the rise of unique and creative ad formats that are different from other forms of digital advertising.
To succeed on TikTok, brands need to create content that resonates with their target audience. This is easier said than done, as TikTok has a very unique culture and tone that can be difficult for outsiders to understand. One effective way to source TikTok ad creative that resonate with audiences is by working with influencers to source ad creative. Influencers on TikTok have a deep understanding of the platform and its culture, and they can create content that is authentic and engaging. By leveraging influencers, brands can create TikTok ads that feel like organic content, rather than interruptive ads.
Table Of Contents
- • What are TikTok influencers?
- • Why use influencers for ad creative?
- • How to work with influencers for ad creative
- • Examples of successful influencer-driven TikTok ad campaigns
What are TikTok influencers?
TikTok influencers are users who have built large followings on the platform by creating engaging content that resonates with their audience. These influencers have a deep understanding of the TikTok platform and its culture, and they have the ability to create content that feels authentic and relatable. There are different types of influencers on TikTok, including macro-influencers (users with over 100,000 followers), micro-influencers (users with 10,000-100,000 followers), and nano-influencers (users with less than 10,000 followers). Each type of influencer has its own strengths and weaknesses, and brands should choose influencers based on their specific goals and target audience.
Working with influencers on TikTok can be a powerful way for brands to create ad content that resonates with their target audience. Influencers have established followings on the platform, and their content is often seen as more trustworthy and authentic than traditional advertising. Additionally, influencers have the ability to create content that feels like organic content, rather than interruptive ads. This can result in higher engagement rates and better results for brands. However, it's important for brands to carefully choose the influencers they work with and provide clear guidance on what they are looking for in ad creative. By working with influencers in a strategic way, brands can create effective TikTok ads that drive results.
Why use influencers for ad creative?
Using influencers for ad creative has several benefits for brands on TikTok. First, influencers have a deep understanding of what their audience wants to see on the platform. This means they can create content that resonates with viewers and feels authentic. Additionally, influencers are often able to create content more quickly and cost-effectively than traditional agencies. This can be especially important for brands that need to move quickly to capitalize on a trend or a new product launch.
One additional benefit is that working with influencers can provide brands with access to new and untapped audiences. Influencers on TikTok have built loyal followings who trust their opinions and recommendations. When influencers create content for brands, they are essentially introducing those brands to their audience. This can be a powerful way for brands to reach new customers who may not have been aware of their products or services before.
When working with influencers on TikTok ad creative, it's important to provide clear guidance and expectations. Brands should work closely with influencers to develop a creative brief that outlines the key messages and goals for the ad campaign. This brief should also provide clear guidelines for the type of content that should be created, including any specific calls to action or branding elements. Brands should also be clear about the budget and timeline for the campaign, and should negotiate rates with influencers upfront to avoid any surprises. By providing clear guidance and expectations, brands can ensure that they get the results they need from their influencer-driven TikTok ad campaigns.
Another important consideration when working with influencers is to ensure that the content they create aligns with the brand's values and messaging. Brands should carefully vet influencers before working with them to ensure that they are a good fit. It's also important to monitor the content that influencers create to ensure that it aligns with the brand's guidelines and standards. By working with influencers who share their values and messaging, brands can ensure that their TikTok ad campaigns are effective and on-brand.
How to work with influencers for ad creative
One challenge that brands may face when working with influencers on TikTok ad creative is maintaining creative control. Brands need to strike a balance between giving influencers creative freedom and ensuring that the content they create aligns with their brand's messaging and values. One way to address this challenge is by working closely with influencers throughout the creative process. This can include providing feedback and suggestions on drafts of the content, as well as being clear about any non-negotiable branding elements that need to be included in the ad. By working collaboratively with influencers, brands can ensure that they are happy with the final product.
Another challenge that brands may face is measuring the ROI of influencer-driven TikTok ad campaigns. Measuring the success of these campaigns can be difficult, as there are a variety of metrics that can be used to assess performance. Brands should work with influencers to set clear objectives for the campaign, such as increasing brand awareness, driving website traffic, or generating sales. They should then choose metrics that are aligned with these objectives, such as engagement rate, click-through rate, or conversion rate. By tracking these metrics over time, brands can assess the effectiveness of their influencer-driven TikTok ad campaigns and make adjustments as needed.
Measuring engagement on social media is a relatively simple process. When a user posts content, we can track various metrics such as views, likes, comments, and shares to evaluate its impact. However, to truly understand the effectiveness of an influencer campaign, it's essential to go beyond these basic metrics. One way to do this is by providing influencers with a unique link that allows us to track click-through rates, website traffic, conversion rates, conversions, and conversion value. This level of tracking can provide invaluable insights into how the influencer content is driving real-world actions, such as website visits, sign-ups, or purchases.
Utilizing unique links is especially useful when working with influencers on a long-term basis. By tracking the performance of multiple campaigns over time, we can identify which influencers are the most effective at driving specific actions and adjust our strategy accordingly. This information can also help us identify areas for improvement in the influencer's content or the campaign as a whole. By building long-term partnerships with influencers and continually refining our approach, we can maximize the impact of our influencer marketing efforts and drive real results for our brand. This link can also come in handy later on in the process (read below)
Finally, it's important for brands to have a long-term strategy for working with influencers on TikTok. While a one-off campaign can be effective, building long-term relationships with influencers can provide even greater benefits. By working with the same influencers on multiple campaigns, brands can build a sense of trust and loyalty, which can translate into more effective campaigns and greater returns on investment. Brands should focus on building relationships with influencers who align with their values and messaging, and who have demonstrated success in creating content that resonates with their target audience.
Once you have identified a group of influencers who have been successful in promoting your brand, it's important to maintain their engagement and incentivize them to continue creating content. This is where the unique link that we discussed earlier becomes crucial. By providing influencers with a unique link, we can track conversions and measure their impact on your brand's bottom line. We often recommend transitioning successful influencers into an affiliate program where they can receive a commission on each sale they drive for your brand using the unique link.
This approach has numerous benefits. Not only does it incentivize influencers to continue promoting your brand, but it also creates a win-win scenario where both parties benefit. The influencer receives a commission for their efforts, while your brand gains access to a steady stream of high-quality content and a dedicated group of loyal ambassadors. By providing influencers with a financial incentive to promote your brand, you're showing them that you value their efforts and are committed to building a long-term partnership. Ultimately, this approach can help you build a powerful influencer network that generates significant value for your brand.
Examples of successful influencer-driven TikTok ad campaigns
Successful TikTok ad campaigns driven by influencers have become increasingly popular in recent years, with numerous brands achieving significant success through these collaborations. Some examples of successful influencer-driven TikTok ad campaigns include:
e.l.f. Cosmetics: e.l.f. Cosmetics worked with a group of TikTok influencers to create a "Eyes. Lips. Face." campaign, which involved a series of short, catchy dance videos featuring the brand's products. The campaign generated over 4 billion views and resulted in a 30% increase in e.l.f. Cosmetics' social media following.
Fenty Beauty: Fenty Beauty partnered with TikTok influencers to launch its new mascara product. The influencers created makeup tutorials and reviews featuring the mascara, which generated over 80 million views and resulted in a 46% increase in Fenty Beauty's TikTok following.
Chipotle: Chipotle partnered with TikTok influencer David Dobrik to launch a viral challenge called the #ChipotleLidFlip challenge. The challenge involved flipping the lid of a Chipotle bowl and was so successful that it generated over 100,000 user-generated videos and resulted in a 68% increase in Chipotle's app downloads.
These campaigns resonated with audiences by using creative and entertaining content that was highly shareable and engaging. They also successfully leveraged the influence and reach of popular TikTok creators to promote their products to a highly engaged and receptive audience. By working with influencers who have a strong connection with their followers and a deep understanding of TikTok's unique culture, these brands were able to create campaigns that felt authentic and relevant to the platform.
Ultimately, the success of these campaigns demonstrates the potential of influencer-driven TikTok ad campaigns to drive real results for brands. By leveraging the creativity and influence of top TikTok creators, brands can create engaging and memorable campaigns that resonate with audiences and drive meaningful business outcomes.
Wrapping It Up
TikTok has emerged as one of the most popular and influential social media platforms in recent years, with its user base rapidly growing and its engagement levels off the charts. This presents a huge opportunity for brands to reach a highly engaged audience and build awareness and loyalty for their products and services. By creating effective TikTok ads, brands can tap into this potential and leverage the platform to drive real results.
One of the most effective ways to create TikTok ads that resonate with audiences is by working with influencers. By partnering with top TikTok creators who have a strong following and a deep understanding of the platform's culture, brands can create content that feels authentic and relevant to the platform. These collaborations can also help brands reach new audiences and build credibility and trust with their target customers.
In light of this, we encourage brands to start working with influencers to create TikTok ads that resonate with audiences. By following the steps outlined in this guide and leveraging the best practices and tips we've shared, brands can create effective campaigns that drive real results. Whether you're a small startup or a large corporation, there's never been a better time to start leveraging the power of TikTok to build your brand and drive growth.
Need help launching or scaling your TikTok ads campaign? Reach out or schedule some time to chat with on of our growth marketing experts.