The Dos & Don’ts of Collaborating with TikTok Creators

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 coated! We are going to deep dive into finest practices and errors to keep away from when collaborating with content material creators on TikTok.

If you’re able to make the most of what TikTok has to supply, learn on!

Why Collaborate with Creators on TikTok?

We guess you already know that TikTok is considered one 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 audience consists primarily of Gen Z and millennials, you undoubtedly ought to contemplate using TikTok as a place to exhibit what you are promoting by way of collaborations.

It’s not simply that TikTok’s viewers is enormous; customers additionally spend a lot of time on the platform. An common person spends round 23.3 hours per thirty days utilizing TikTok. The app is a excellent place to attain a new and extremely engaged viewers.

Plus, you will have already observed (should you repeatedly use the app) that merchandise go viral like memes and trending sounds. Folks use TikTok to get impressed, share their suggestions, and assessment merchandise—which they most likely 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 may set your concentrating on parameters, view profiles of potential creators to collaborate with, assessment movies submitted by creators… Mainly, you handle every little thing associated to working a collaboration on the Creator Market.

Search for creators utilizing filters in TikTok Creator Market

Now let’s take a have a look at the ins and outs of participating 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 matters. You is perhaps acquainted with magnificence vloggers or vogue influencers. On TikTok, it can slender right down to particular pursuits, like crocheting, vegetation, keto cooking, private finance, passive earnings, mild parenting—you title it, there’s a group about it.

Use key phrases associated to your business to search what communities submit on TikTok

For every particular subject or curiosity, there are content material creators with a following. Their followers sometimes 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 limitless communities, you’ve a variety of creators to select from. Nonetheless, there may be 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. One in every of the apparent decisions could be going for #fitnesstok and partnering with a health influencer, or #sustainabilitytok and collaborating with a sustainability advocate.

Nonetheless, what different communities do you assume you can faucet into?

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

One other instance: you can collaborate with a trusted content material creator for #corporategirlies, since working girls clearly drink water (although we may most likely drink extra) and probably deliver their lunch to work.

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

The feedback show a gamer-furniture retailer collab could possibly be good, even when #cozygaming group isn’t an apparent alternative for furnishings promoting

Moreover, do some analysis into what potential collaborators normally submit. You don’t wish to uncover after organising an settlement that their content material is not one thing you’ll really feel snug 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 snug with the creator’s posts and that they’re really related to your area of interest.

Give Creators the Management

Now that you just’ve discovered your ultimate content material creators, it’s time to allow them to do their magic.

TikTok influencers know what works finest on the platform. They’ve their very own model of creating content material, constructing interactions with viewers, and participating an viewers. Influencers due to this fact know tips on how to make movies particular to your product or service with most effectivity and attain.

That’s why you must belief creators when it involves creating content material round your model. All it’s a must to do is present them with all of the info they want about your product or service, like its options or advantages. Let creators attempt 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 along with your potential clients, you need the creator to be educated and genuine. It’s exhausting to obtain that when the video matches your model however not the creator’s model—it’ll make the complete video look insincere.

To sum up:

• Don’t make the creator comply with a ready-made script that doesn’t match their model.
• Do present the creator along 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 Straightforward on Promoting—You Learn That Proper

The aim of any creator collaboration is to promote your model—and ideally generate gross sales. Nonetheless, do not forget that the viewers isn’t there for a direct promote.

You may assume that pushing your model in the first few seconds of the video is a nice thought, but it surely’s really counterintuitive.

Keep in mind that individuals come to TikTok to be entertained. If the video has too many call-to-actions, akin to “Try the product in my bio” or “Use my code to get a low cost,” they could scroll away. As a substitute, put CTAs in captions to let viewers discover them with out feeling pressured.

Don’t be afraid to showcase your model afterward in the video if it is smart for the storytelling. This will 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 hold the video entertaining somewhat than promotional.

Make (Some) Tendencies Your Buddies

TikTok traits may help you attain a wider viewers—however use them correctly. You don’t wish to get entangled in a pattern that doesn’t make any sense for what you are promoting or the creator you’re working with.

For instance, the ASMR pattern is considered one of the hottest on TikTok, but it surely 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 pattern they’re not acquainted with, it may not appear real to viewers. Unsurprisingly, that may harm what you are promoting.

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 prone 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 encompasses 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 may reuse the video later.

If you promote on-line with Ecwid by Lightspeed, you’ll be able to step up your TikTok advertising sport by connecting your Ecwid retailer to your TikTok for Enterprise account. You may run completely different advert campaigns on TikTok that characteristic your merchandise, together with Spark Adverts, 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 suggestions outlined in this text, you will discover the proper creators for your model, arrange profitable and symbiotic collaborations, and create participating video content material that resonates with viewers.

If you’d like a deeper dive into collaborations, take a look at our podcasts:

• Influencer Advertising and marketing With out the Guesswork. That is our podcast with Taylor Lagace, co-CEO of Kynship, an influencer advertising company. He explains why the “pay-for-post” methodology of influencer partnership will be ineffective and presents a extra helpful strategy.
• Develop Your Viewers Collaborating with Different Manufacturers. Content material creators are usually not the solely possibility for collaborations. Different companies also can make nice partnerships. Discover ways 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 by way of collaboration!

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