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This massive social media platform that grew faster than COVID-19 has grabbed everyone’s attention. The ‘For You’ pages algorithm has allowed your next-door neighbour and their kids to rise to fame overnight. While that was a wonderful lockdown pastime binge, such platforms are great for your businesses too, and like any other video sharing platform, TikTok also revolves around “influencers”.

While the list can be endless, here are the top 4 things you need to take into consideration to get the best out of your TikTok influencer campaigns:

Influencer campaigns are not a substitute for paid media

Although influencer campaigns can be very effective and are entering into a new era of efficiency, impact, and reach, paid media provides you with unmatched measurements and the ability to access extremely meaningful data. Therefore, the ideal recipe is a combination of both.

The number of followers the influencer has is not a good indicator of how well your campaign will do

Choosing the right influencer for your campaign needs a blog post on its own, and for influencers on Tiktok, you need to keep an eye out for the following:

1. How frequently do they post?
2. What are their average views, likes, comments, and shares on their last 5-7 videos?
3. How relevant is their content to your brand?
4. What are their values?
5. Who is their audience?
6. Ask them to share the overview of their insights page.

Consolidate the above metrics to get a clear understanding of the influencer’s page performance over the last 7-28 days.

Traditional plugs don’t do as well on TikTok.

Tiktok recently challenged advertisers to reassess their traditional marketing ideas and adapt themselves to the engaging, storytelling platform. Through its ‘Don’t make ads. Make Tiktoks.’ initiative, the platform is urging the marketers and advertisers to think differently and produce content that doesn’t look like the mainstream ads, rather feels native to the platform itself. By taking TikTok’s advice on making platform-centric content, brands can seamlessly put their stories up for better and higher engagement. Therefore, when you’re on TikTok, do what the TikTokers do.

Your video will most likely not blow up overnight

Chill.. it takes time, and it really depends on the algorithm. However, here are a few tips that can drastically improve your campaign’s performance:

1. Use niche-based hashtags and not the typical #foryou.
2. Make sure the video is rewatchable.
3. Have a strong call to action.
4. Use trending music.

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Qusai Author

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