How can Influencers have successful partnerships with brands on TikTok?

We’ve all been there. We open TikTok and the next thing we know we’ve been scrolling for hours…

@_pawsupFacts 😇🤷🏼‍♂️ #distractedatwork #fy #fyp♬ origineel geluid – user2432854329179

TikTok has taken the social media world by storm, as the app reached a whopping one billion users in 2020. Whether you’re a dancer, a coffee maker or a fashionista, there is a space on TikTok for you.

So, why did the app become so popular when so many new social media apps fail to make it big?

When it comes to TikTok, there’s a vast market of people looking for micro-entertainment and distraction for a few minutes during the day. Users are served seemingly never ending video content on the ‘For You’ page that the algorithm thinks they will be interested in, based on what the user has interacted with previously. This can be pretty addictive, and is why people tend to spend a long time on the app. The ability to remix videos and hop onto viral trends also lends itself to TikTok’s popularity, with videos quickly gaining millions of views.

This is all well and good, but how can TikTok serve brands? We’re taking a bit of a closer look at TikTok influencers and how brand partnerships can work in this space…

TikTok and influencers

Influencers are the heart of the platform; they’re the ones who create the videos and trends that keep users engaged. They understand the app and their community, so when brands partner with them they’re able to reach their target audience and increase brand awareness, if they partner with influencers who share their brand values.

Content creators have become popular on TikTok because they’re quickly and easily able to create real connections with their audience. The more people feel connected to the influencer, the more likely they are to listen to what they say and recommend. Once influencers introduce a brand to their audience, that audience is going to want to learn about what the brand does and sells, as there is a level of trust that has been established.

How can influencer brand partnerships work well on the platform?

Simple sponsored influencer endorsements don’t really cut it on TikTok, due to the platform’s creative and fast-paced nature. TikTok influencer ads work best when creators are given creative freedom, the partnership is authentic, and the content is disclosed as a sponsorship.

Here are some top tips to consider when producing content for brands on TikTok, to ensure that you gain the attention of the brand’s audience:

  • Embrace a personal tone, whether that is humorous or friendly. This is so that you come across as personable and trustworthy to those who view the brand partnership
  • Produce raw, creative and native content. Content that looks and feels like a TikTok nearly always outperforms overly polished videos
  • Be authentic. Authenticity will help you and any partnership videos you do, stand out on the platform

Now that we’ve covered the basics, here are a handful of our PR, Social & Content teams’ favourite brand partnerships on TikTok and why they think they work well.

Gabriella Haile – PR, Social & Content Account Executive:

My favourite brand partnership on TikTok is the Tampax UK collab with influencer Monicageldard, who is well known on the platform for her teacher and young people sketches.

The partnership works well because it’s filmed in Moncia’s well-loved sketch style and is entertaining. It reinforces our belief in the importance of authenticity when influencers are producing content for brand partnerships.

Monica’s target audience includes teenagers who find her school sketches relatable and young adults who enjoy reminiscing on their childhood. This makes it the perfect partnership, as Tampax is a brand for teenagers who are about to start their period, as well as young and older adults. Influencer brand partnerships on TikTok work well when the content creator’s target audience aligns with the brands.

The ad also works well because it doesn’t look or seem like an ad. If the ad didn’t say it was from Tampax, you would assume it was just another one of Monica’s funny sketches. The partnership video isn’t polished and is native to the platform, so comes across as natural, and this is what works well on TikTok.

Lizi Legge – Social Media Manager

One of my favourite brand partnerships on TikTok is by Vickaboox for W7 makeup. She originally started off as a fan of the products and then became an influencer off the back of producing relatable content, which got noticed. When her paid partnership content shows up on my ‘For You’ page, I don’t even notice that it’s an ad until afterwards, which shows the importance of rawness when it comes to creating brand content on TikTok.

So, there you have it. We’ve touched on why influencers work well on TikTok and what content creators need to do in order to produce brand partnership videos that make people stop, watch and enjoy! For more influencer tips and tricks, be sure to follow our HOME Influencer Twitter and Instagram accounts.

Written by:

Gabriella Haile PR, Social & Content Account Executive


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