"TikTok Brand Marketing Manual & How to Launch Marketing Campaigns in 2024" is published by impact, mainly introducing TikTok's marketing value, content formats, creator collaborations, and related topics on launching marketing campaigns, providing comprehensive guidance for brands marketing on the TikTok platform.
1. TikTok Overview
- Platform Introduction: TikTok was the most downloaded mobile application worldwide in 2022, with over 1.7 billion users globally, and nearly 70% of users are under 35 years old. Its top creators have a large following and can create trends that go beyond the platform.
- Marketing Advantages: It is one of the best ways to attract new customers and organically increase brand awareness. Influencer partnerships can reach target audiences, user-generated content (UGC) and organic recommendations can spread quickly, and the short-form video format rewards creativity.
2. The Rise of Short-Form Content
- Content Features: Short videos now take center stage on social media, ranging from a few seconds to several minutes. Short-form creators can adapt to trends, respond to big stories, remix memes, and keep followers highly engaged and excited.
- Brand Benefits: Reasons why brands and users love this format include engaging people, answering search engines, high-quality content with moderate budgets, and matching the way people spend time online.
3. Why Audiences Love TikTok and Creators
- Platform Appeal: TikTok's algorithm mixes familiar and new content, quickly and accurately understanding user preferences. Its global creator community, trendy sounds, and templates also add to its appeal. Successful TikTokers inspire and educate in fun ways, tend toward radical self-expression, and make followers feel like friends.
- Creator Trust Factors: These include transparency, integrity, consistency, etc. Creators need to be open about brand deals and sponsorships, choose partners wisely, and consistently publish high-quality content.
4. Types of TikTok Content Partnerships
- Branded Content: Brands directly engage with creators, who create value through collaborative posts, such as Tiffy Cooks' collaboration with King's Hawaiian.
- User-Generated Content (UGC): Covers a wide range of content, focusing on products, and may include responses from real customers, such as Bowlero's collaboration with Meg Reily.
- TikTok Ads: Native TikTok ads can reach a broader audience, and ads partnered with creators have higher engagement, such as Samsung using TikTok Ads to promote the Galaxy Z Flip5.
5. Recruiting the Right Creators for Brands
- Selection Points: Consider the creator's audience, engagement, communication style, alignment with brand values and target audience, and the creator's scale. Different scales of creators include Nano-influencers, Micro-influencers, Mid-tier influencers, Macro-influencers, Mega-influencers, or celebrities.
- Contact Methods: Creators can be contacted via TikTok's own Creator Marketplace, in-app chat features, adjustable filters, TikTok's API, and the impact.com/creator platform.
6. Launching Successful TikTok Marketing Campaigns
- Campaign Points: Determine the budget in advance, consider how the budget affects the scope of the campaign and creator recruitment; leverage TikTok's algorithm, use consistent hashtags, track trending topics; use attribution options to adjust partner credit; pay creators fairly, adjust commission rates based on performance and attribution metrics; optimize campaigns through reporting and analysis, and keep communication channels open.
- Platform Advantages: impact.com is a global leading partnership management platform that helps businesses manage various types of partnerships. Its powerful dedicated platform helps companies build good relationships with publishers and consumers, driving growth and creating value.
