How TikTok Influencer Marketing is Changing the Game of Celebrity Gossip

If you are a fan of entertainment news, gossip, and celebrity biographies, you might have noticed a new trend in the industry: TikTok influencer marketing.

This is the process of partnering with content creators on TikTok, the popular short-form video app, to promote your brand, product, or service.

TikTok influencer marketing is not only a great way to reach a large and engaged audience of Gen Z and millennials, but also a fun and creative way to spice up your content and make it more entertaining.

In this article, I will tell you everything you need to know about TikTok influencer marketing, how it works, why it is effective, and how you can use it to boost your authority and credibility as an entertainment reporter.

Let’s get started!

An image illustration of the tik tok influencer marketing
TikTok influencer marketing is a type of social media marketing that is centered on promoting products or services through popular content creators on the platform.
PHOTO Courtesy: growthcollective

What is TikTok and Why is it So Popular?

TikTok is a social media app that allows users to create and share short videos, usually with music, filters, stickers, and other effects.

The app was launched in 2016 by a Chinese company called ByteDance, and it quickly became one of the most downloaded apps in the world, surpassing Instagram, Facebook, and YouTube.

TikTok’s popularity can be attributed to several factors:

  • It is easy to use and has a user-friendly interface
  • It offers a variety of content categories, such as comedy, dance, beauty, fashion, sports, education, and more
  • It has a powerful algorithm that recommends personalized videos to users based on their preferences and behavior
  • It has a vibrant and diverse community of creators and influencers who produce original and engaging content
  • It has a culture of virality and challenges that encourage users to participate and interact with each other

TikTok Influencer Marketing

In the current landscape, TikTok has witnessed a surge of influencer marketing.

Its predominant use revolves around enhancing brand visibility and executing concise promotional campaigns.

Given the brevity of TikTok videos, effortless endorsements and product showcases emerge as effective influencer collaboration strategies.

Nonetheless, caution is advised in this domain.

TikTok users typically resonate with an influencer’s distinct style.

TikTok influencer marketing is a realm where personal and business branding closely intertwines.

Consequently, experts recommend granting influencers considerable creative liberty while adhering to FTC regulations.

This ensures that influencer partnerships don’t come across as overly promotional, averting the risk of disengaging users and potential customers.

How Does TikTok Influencer Marketing Work?

TikTok influencer marketing is a two-fold dynamic.

On one side, there’s the brand seeking to engage its target audience on the platform.

On the other, we have the influencer or content creator.

To gain a comprehensive understanding of influencer marketing, let’s delve into both perspectives and explore how this collaboration truly operates.

Brands On TikTok

Starting with influencer marketing on a feature-packed social media platform might seem challenging, so here’s our guide to help you begin.

1. Switch to a Business Account on TikTok

This helps you gather additional information, providing a deeper understanding of your customers.

TikTok Analytics offers data about your followers, content, and engagement, among other things.

It also grants access to new business tools and a collection of copyright-free sounds.

Here’s how to do it:

  1. Navigate to ‘Settings and privacy.’
  2. Choose ‘Manage account.’
  3. Under ‘Account Control,’ opt for ‘Switch to Business Account.’

2. Establish your campaign goals

Create a unified marketing strategy with well-defined objectives, a set of tangible outcomes, a schedule, and campaign goals.

Utilize a project sheet to maintain your progress, and be sure to incorporate the following elements

  • Action plan
  • Campaign details
  • Timeframe and deadlines
  • Estimated costs and budget
  • Payment rates
  • Contracts and guidelines

3. Identify which marketing campaign best suits your brand and goal

There are numerous approaches to conducting a marketing campaign with an influencer.

Explore this compilation of TikTok marketing initiatives to determine which one aligns best with your brand’s objectives.

Popular TikTok influencer marketing campaigns include:

  • Hashtag challenges
  • Profile takeover
  • Product reviews
  • Product tutorials
  • Giveaways
  • Affiliate links
  • Sponsored content

4. Clarify content repurposing rights

Reusing content created by influencers is a smart TikTok tactic to get the most out of a successful marketing effort.

You can transform TikTok content into different forms like images, short videos, or quotes, which can be used in email marketing, social media posts, and on your company’s website.

Although repurposing content is a familiar practice in influencer marketing, it’s crucial to have clear terms in your contract that outline your rights as a brand and gain approval from the content creator.

5. Budget and ROI

The size of your marketing campaign typically relies on the project’s budget.

A business owner would typically seek to determine the required expenditure on influencer marketing to achieve the anticipated outcomes.

  • Approximately 17% of companies allocate half of their overall marketing budget to influencer marketing.
  • In 2019, about 19% of businesses invested between $1,000 and $10,000 in influencer marketing.
  • During the same year, around 36% of companies compensated influencers with product samples.
  • The least costly influencer marketing campaign involves a $5 expense for a TikTok video with a nano-influencer.
  • In contrast, the priciest option begins at $2,500 per TikTok post for mega-influencers.
  • The anticipated return on investment (ROI) for influencer marketing is $5.20 for every $1 spent.

Benefits of TikTok Influencer Marketing for brands

  1. Make more people know about your brand faster.
  2. Gain trust by working with TikTok creators your audience likes and believes in.
  3. Get more followers for your account quickly.
  4. Show your products or services to an audience that’s really interested and active.

Who are TikTok Influencers and How Do They Work?

TikTok influencers are content creators who have a large and loyal following on the app.

They are usually experts or enthusiasts in a specific niche or topic, such as music, fitness, gaming, cooking, or travel.

They use their influence and creativity to entertain, educate, inspire, or persuade their audience.

TikTok influencers work with brands in different ways:

  • They can create sponsored videos that feature or mention the brand’s products or services
  • They can join or initiate hashtag challenges that invite users to create videos using the brand’s products or services
  • They can host live streams or Q&A sessions that showcase the brand’s products or services
  • They can collaborate with other influencers or celebrities to cross-promote the brand’s products or services

Why Should You Use TikTok Influencer Marketing for Your Entertainment Content?

TikTok influencer marketing can be a powerful tool for your entertainment content for several reasons:

  • It can help you reach a massive and engaged audience of young consumers who are interested in entertainment news, gossip, and celebrity biographies
  • It can help you increase your brand awareness, reputation, and trust among your target audience
  • It can help you generate more traffic, leads, conversions, and sales for your website or blog
  • It can help you create more fun and interesting content that stands out from the crowd
  • It can help you build long-term relationships with influencers and celebrities who can become your advocates and ambassadors.

How to Choose the Right TikTok Influencers for Your Brand

Choosing the right TikTok influencers for your brand is crucial for the success of your TikTok influencer marketing campaign.

Here are some tips to help you find the best match:

  • Define your goals and objectives: What do you want to achieve with your TikTok influencer marketing campaign? Do you want to increase your brand awareness, drive more traffic to your website or blog, generate more leads or sales, or something else?
  • Identify your target audience: Who are you trying to reach with your TikTok influencer marketing campaign? What are their demographics, interests, preferences, pain points, and challenges?
  • Research potential influencers: Use tools like TikTok Creator Marketplace or Aspire to search for influencers based on your industry, niche, budget, location, keywords, hashtags, engagement rate, followers count, and other criteria.
  • Evaluate influencer quality: Check the influencer’s profile, content quality, relevance, authenticity, consistency, and reputation. Look for signs of fake followers, bots, or paid engagement. Read the comments and reviews from their followers.
  • Reach out to influencers: Contact the influencers that you are interested in working with via email, DM, or their preferred method of communication. Introduce yourself, your brand, and your proposal. Be clear, concise, and respectful. Negotiate the terms, conditions, and expectations of the collaboration.

How to Create Effective TikTok Influencer Marketing Content

Once you have selected the TikTok influencers that you want to work with, you need to create effective TikTok influencer marketing content that will resonate with your audience and achieve your goals.

Here are some tips to help you create amazing content:

  • Align your content with your brand voice and values: Make sure that your content reflects your brand personality, tone, and message. Don’t compromise your brand identity or integrity for the sake of popularity or trends.
  • Align your content with the influencer’s style and audience: Make sure that your content matches the influencer’s content type, format, theme, and tone. Don’t force the influencer to change their style or alienate their audience for the sake of your brand.
  • Provide value and entertainment: Make sure that your content provides value and entertainment to your audience. Don’t make your content too boring or irrelevant. Provide useful information, tips, insights, stories, humor, or emotions that will capture your audience’s attention and interest.
  • Include a clear call to action: Make sure that your content includes a clear call to action that tells your audience what you want them to do next. Do you want them to visit your website or blog, sign up for your newsletter, download your ebook, buy your product or service, or something else? Use catchy phrases, hashtags, stickers, or buttons to encourage your audience to take action.
ALSO READ: How To Market Real Estate on Instagram: Unlocking the Potential

Leave a Comment