Here are our four top tips for success:
Give TikTok Influencers Creative Control
Be Experimental and Take Risks
Build Long-term Relationships
Set Clear Expectations
When it comes to a successful TikTok campaign, you’ve got to put your trust in the creative’s hands to let them work their magic.
This is why spending time finding the right influencers is so important — you have to trust they’ll understand the assignment.
However, that doesn’t mean you should give creators total free rein when it comes to your campaign.
Which is where having a statement of work comes into play…
To ensure campaigns run smoothly, it’s a good idea to draft up a statement of work for all partners you work with – no matter how big or small the partnership.
A statement of work, sometimes also referred to as the “scope of work”, is vital and should include:
Campaign theme and details
Payment rates, terms, and timeline
Detailed content deliverables
Approval and submission deadlines
The statement of work is typically part of a bigger contract, which is the legal document that outlines the expectations for both parties.
Influencer marketing contracts include more details than the statement of work, including disclosure guidelines, exclusions, approval processes, and content ownership.
We asked Later’s Marketing and Communications Coordinator Adrienne Sharpe if brands should include both a statement of work and a contract. Here’s what she had to say:
“Yes, it’s a good idea. Although some of the content within the two documents will be the same, the intention is different.” she explains.
“The SOW will always be sent before the contract, and it can be used as a working document to go back and forth on deliverables and creative ideas before moving into the contract stage.”
TikTok is all about taking creative risks – so why not do the same with your influencer marketing campaign?
Your influencer partnerships on TikTok can (and should) look much different than they do on other social platforms.
If you’ve never entered a challenge, now’s the perfect time! Have an idea for a viral audio? Time to test the waters and record it.
Get creative and out of your comfort zone.
Take online banking company Chime, for example. They ran an influencer marketing campaign with several TikTok creators like @ladyefron and @rickeythompson.
Chime created their own original TikTok sound and hashtag #ChimeHasYourBack – which has billions of views.
When you go the extra mile and build a strong partnership with an influencer, you’re also building a strong relationship with their audience – win-win.
Even if the influencer is a trusted source, it can take time for audiences to get on board and actually click the link or purchase.
In fact, research says “a person needs to see or hear an advertisement at least seven times for it to make a lasting impression.”
This is why we recommend working with an influencer over a long period of time.
The best influencer partnerships feel so natural and a part of their content that their audience naturally associates the creator with your brand.
For example, when you think of TikTok star Addison Rae, you may automatically think of American Eagle. That’s because they have a strong ongoing partnership.
Working with the right TikTok influencers is a great way to expand your reach, build a niche community, and ultimately, make sales.
Whether you’re new to influencer marketing or are a seasoned pro, TikTok is one of the best platforms to not only get creative with but experiment, too!
And, did you know you can schedule your posts to TikTok?
When it’s time to post, you’ll receive a notification through Later’s mobile app, along with the video and prepared caption.
This makes it easier to streamline and plan your overall campaign – so you can consistently build on a clear campaign message!
Later is an approved TikTok Content Marketing Partner. Plan, schedule, and auto-publish your TikTok videos in advance today. Sign up now for free.
Source: later.com, originally published on 2022-01-20 08:27:58