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 wish to collaborate with content material creators on TikTok. Your model may begin trending and bam! You’re bought 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 benefit from what TikTok has to provide, learn on!

Why Collaborate with Creators on TikTok?

We guess you already know that TikTok is one in every 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 target market consists primarily of Gen Z and millennials, you positively ought to take into account using TikTok as a place to showcase your corporation by collaborations.

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

Plus, you will have already seen (for those who usually use the app) that merchandise go viral like memes and trending sounds. Individuals use TikTok to get impressed, share their suggestions, and assessment merchandise—which they in all probability purchased after taking a look at another person’s assessment 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’ll be able to set your concentrating on parameters, view profiles of potential creators to collaborate with, assessment movies submitted by creators… Mainly, you handle all the pieces associated to working a collaboration on the Creator Market.

Search for creators utilizing filters in TikTok Creator Market

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

Begin with Researching TikTok Communities—And Go Deep

The easiest way to begin your journey into TikTok collaborations is to do some analysis. You wish to spend a while discovering which TikTok communities suit your model.

TikTok customers create area of interest communities round numerous subjects. You may be acquainted with magnificence vloggers or style influencers. On TikTok, it can slender right down to particular pursuits, like crocheting, vegetation, keto cooking, private finance, passive revenue, light parenting—you title it, there’s a group about it.

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

For every particular subject or curiosity, there are content material creators with a following. Their followers usually belief their opinion—you wish 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 infinite communities, you’ve got a variety of creators to select from. Nevertheless, there’s a catch: keep away from randomly reaching out to a bunch of creators, even when they appear relatable to your area of interest. You wish to slender down your creator search and be intentional when selecting a collaborator.

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

Nevertheless, what different communities do you suppose you might faucet into?

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

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

You have got many choices when it involves selecting a group to focus your advertising and marketing on. Whereas it may be overwhelming, doing analysis may also help slender down your search.

The feedback show a gamer-furniture retailer collab might 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 wish to uncover after organising an settlement that their content material is not one thing you’d really feel comfy 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 comfy with the creator’s posts and that they’re truly 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 type of creating content material, constructing interactions with viewers, and partaking an viewers. Influencers due to this fact know learn 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 you need to do is present them with all of the info 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 typical comedian format

It’s okay to give suggestions on what you wish 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 arduous to obtain that when the video suits your model however not the creator’s type—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 type.
• Do present the creator together with your product or service and all of the needed 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 objective of any creator collaboration is to promote your model—and ideally generate gross sales. Nevertheless, do not forget that the viewers isn’t there for a direct promote.

You may suppose that pushing your model in the first few seconds of the video is a nice concept, nevertheless it’s truly counterintuitive.

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

Don’t be afraid to showcase your model in a while in the video if it is sensible for the storytelling. This could 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 preserve the video entertaining moderately than promotional.

Make (Some) Developments Your Buddies

TikTok traits may also help you attain a wider viewers—however use them properly. You don’t wish to become involved in a development that doesn’t make any sense for your corporation or the creator you’re working with.

For instance, the ASMR development is one in every of the hottest on TikTok, nevertheless 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 won’t appear real to viewers. Unsurprisingly, that may damage your corporation.

Aside from being related, the video needs to be reusable. If the video seems nice, you may wish to reuse it or increase it with paid promoting. So when partnering with creators, follow “evergreen” traits that aren’t more likely 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 and marketing recreation by connecting your Ecwid retailer to your TikTok for Enterprise account. You’ll be able to run completely different advert campaigns on TikTok that function your merchandise, together with Spark Advertisements, which take a creator’s natural video about your product and increase 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 ideas outlined in this text, you’ll find the proper creators for your model, arrange profitable and symbiotic collaborations, and create partaking video content material that resonates with viewers.

If you’d like a deeper dive into collaborations, try our podcasts:

• Influencer Advertising and marketing With out the Guesswork. That is our podcast with Taylor Lagace, co-CEO of Kynship, an influencer advertising and marketing company. He explains why the “pay-for-post” technique of influencer partnership may be ineffective and affords a extra useful method.
• Develop Your Viewers Collaborating with Different Manufacturers. Content material creators aren’t the solely choice 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 important viewers but.

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