TikTok is the social media destination for younger audiences, and its dominance there isn’t going away any time soon. So if you’re looking for more Gen Z consumers, it’s definitely a smart strategy. That being said, there are a few general rules to keep in mind when you set out to field an influencer team for your brand on TikTok.
Focus on influencers with a balance of sponsored and organic content. You probably want an influencer who’s familiar with promoting products. But on the same note, your brand isn’t as likely to stand out to their followers if they promote brands all the time and don’t balance it with their own original material. Finding a good balance is important.
Work with your influencers to find a schedule that’s not forcing it. It can be tempting to want to blitz consumers with all of your content right away. But that can be harmful to both your campaign and the influencer. Be patient, and work with the influencer to find a balanced schedule that makes sense for both of you, and have room to breathe.
Avoid vanity metrics. Got a lot of likes and comments? While that’s nice, those don’t mean much to a campaign’s success. Make sure to measure the campaign with personalized links, promo codes, or other methods to make sure you’re reaching the ROI you’re expecting.
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Vanity metrics are to easy show your supervisors. Avoiding them is kind of a challenge.