Keeping up with the drama between TikTok and the American government is essentially like watching (juicy) reality TV. However, spectacle aside, the social media platform is likely the most powerful marketing tool of 2020, with over 100 million active users in the U.S. alone. In fact, there was no better growth hack for the app than a limited usage window, with downloads increasing by 12% in a single day after a potential ban was announced.
To some, TikTok may be marginalized as the latest teen craze. In reality, it is a dynamic tool with a surprising audience that marketers can (and should) leverage to grow their brand. While a large portion of profiles belong to Gen Z, it’s worth noting that the fastest user growth on TikTok is over the age of 34. And similar to Instagram circa 2015, the influencer pool is still undersaturated and up for grabs – anyone can be the next TikTok star.
While navigating the platform and its influencer base might seem daunting, the MuteSix team is here to break it down for you.
Influencing a new generation
TikTok has given birth to a new wave of influencers whose increasing popularity can be attributed to their unique creativity, humor, and talent. This presents an opportunity for brands to choose from a huge number of creators and work with the right influencers who align with their product, messaging, and ethos.
Compared to competing social media platforms, TikTok influencers are refreshingly ‘normal’ in that they generally do not have a large following on other outlets and stay away from heavily edited, carefully produced content. Instead, they value originality and believe in embracing and sharing their honest selves through raw, unretouched (and mostly unplanned) videos.
Show me the sales
The key to success on TikTok is finding influencers who are genuinely interested in a brand and product. In order to keep costs low for our clients but still ensure a high ROI, MuteSix takes a ‘Crawl, Walk, Run’ approach, where a tried-and-true first step is to test influencer demographics and messaging with product gifting.
We source influencers who have high video views per post, use trending hashtags and sounds and are native to the platform. When targeting the right influencers, the results speak for themselves. For example, Inhale Health gifted product to a TikTok user who posted this video, securing almost 1.8million views and prompting a significant spike in sales – at no additional cost to the company.
Snibbs, a work shoe for nurses, chefs, and other professionals, wanted to showcase their product including all of their features after a successful Kickstarter campaign. MuteSix approached a variety of influencers on networks including TikTok, and each influencer received a creative brief and shareable discount code. As a result, Snibbs saw a spike in website visitors, thousands of dollars worth of sales, and content to repurpose for ads, all on an influencer budget of zero.
Goodfair, an online thrifting experience, has similarly benefitted from a TikTok influencer campaign. After seeing initial success through Facebook and Instagram advertising, they started working with influencers. A micro-influencer posted their checkout experience to TikTok, which led to $200,000 in sales overnight and over one million views on that piece of influencer content.
Though there’s no way to include a clickable link in a post, we’re still able to report impactful data. As content goes viral on TikTok, our brands will see a spike in Google searches. We also measure success using other tactics like discount codes as well as affiliate codes and links.
Don’t Stop Believing… in TikTok
This is much more than a Gen Z fad, and the most loved app on the market isn’t going anywhere. As the first agency to partner with TikTok, MuteSix has a deep understanding of the exponential growth potential and ROI the platform has to offer.
If you’re interested in learning more about our TikTok and Influencer services, drop us a line through our website.
This article originally appeared by our friends at MuteSix.