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We are all influencers is a motto in which I firmly believe because the size of our audience does not matter but how we speak to them.
Some brands seem to have understood it very well and applied it to their strategies with influencers on TikTok , the social network of the moment.
Amazon, for example, has been able to take advantage of the videos that users create organically to reuse them in their favor and promote certain products.
Thus, the e-commerce giant is taking advantage of organically driven video trends such as “ Things TikTok Made Me Buy ” (“Things TikTok Made Me Buy”) or “Things You Didn’t Know You Needed From Amazon” (” Things You Didn ‘ t Know You Need Of Amazon ”) to share unsponsored content that users create on their TikTok accounts.
In addition to amplifying organic user-generated content, Amazon is investing heavily in influencer marketing for TikTok through collaborations to promote offers and increase brand recognition during the year’s busiest commercial campaigns such as Mother’s Day. , back to school, the holiday season and, of course, Prime Day.
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The key to Amazon’s success with TikTok influencers is that they give them the creative freedom to innovate and create out-of-the-box content that is perfectly suited to the unconventional language of this Chinese-born social network.
Another brand that has known how to find influencers among users is the fast food chain Chipotle, which today has positioned itself as a benchmark for challenges on TikTok.
Chipotle leverages hashtags and influencer marketing to engage customers and create trends on TikTok. It is not intended to create scripted blockbusters, but genuine and creative user-generated content. The key to his videos and challenges: spontaneity.
For example, the #LidFlipChallenge drove a digital sales record for the company and generated more than 110K videos related to this challenge. The #GuacDance Challenge, launched in collaboration with TikTok creators including Brent Rivera and Loren Gray, generated 500 million impressions from 250K fan videos submitted.
Endorsement from TikTok influencers and content creators, whether sponsored or organic, increases brand awareness and builds trust and connection with the audience.
What should we do?
Audience The first thing every brand should ask itself before considering TikTok as part of its digital strategy is if its audience is on that platform.
If the answer is positive, there is no better time than now to start building a presence on TikTok and not wait, as happens with many brands with other social networks, for the social network to be saturated with marketing campaigns to launch and try to draw attention.
Content . Creating content for TikTok is challenging because you only have a few seconds to grab attention before users decide to move on to the next video. TikTok users expect to be entertained or informed, or both, with each video, so you have to be absolutely clear about what the end goal is. In terms of content creation, brands need to understand that authenticity, entertainment, and originality are highly rewarded on TikTok.
The aforementioned examples from Amazon and Chipotle are a sign that these brands understand that TikTok requires its own approach because it is a different audience that expects to see different content that grabs people’s attention from the first second and is useful and educational, but not boring.
Hashtags and Challenges . Know the culture of TikTok well and find ways in which the brand can communicate and integrate naturally. Knowing which hashtags are trending and joining or creating viral challenges will help increase brand awareness, gain followers, and show your community that the brand is part of the TikTok movement.
Influencers . A recent study conducted among advertisers and influencers in the United States, Europe, and Latin America showed that TikTok is driving social commerce, but the impact comes from user-generated content, demonstrating the power and importance of integrating influencers into marketing strategies. TikTok marketing of brands.
According to the survey, 68 percent of content creators reported making a purchase based on a post from someone they follow on the platform.
Finally, remember that the best allies for a brand can be found on the same social network … because we are all influencers .