On TikTok,the influence of KOLs and creatorsshould not be underestimated.

They can not only quickly attract a large following, but also build trust with fans through authentic content.

However, many brands easily fall into pitfalls when collaborating: either they choose the wrong people, or the content is too stiff, resulting in wasted money with little effect.

Today, Tuke will talk with everyone about how to collaborate with KOLs and creators on TikTok to truly achieve rapid brand exposure growth.

Image source: Internet

1. Choosing creators is not about follower count, but about relevance

Many brands focus on the creator's follower count from the start, thinking the more followers, the better. In fact, follower count is just a number; what's truly important iswhether the creator's followers are your target users.

· Prioritize vertical fields:If your brand is in beauty, look for beauty creators; if it's a sports brand, look for fitness bloggers. Creators in vertical fields have more targeted followers and higher conversion rates.

· Look at engagement, not follower count:A creator with 100,000 followers but thousands of interactions per video is more valuable than one with a million followers but little engagement. High engagement means fans trust the creator more.

· Content style must match:Does the creator's content style align with your brand tone? For example, if your brand is high-end, don't choose a comedy creator, or users may feel a sense of dissonance.

Case: Bumble's emotional marketing

Bumble is a dating app targeting young women. They chose to collaborate with female lifestyle bloggers and emotional creators, letting them share their real stories and feelings about using Bumble. This content is not only authentic and credible but also accurately reaches the target users, successfully boosting brand exposure and user favorability.

Image source: TikTok

2. Content must be authentic, avoid "hard ads"

Young people are increasingly intolerant of hard ads. If a creator's content looks too much like an ad, fans will easily be turned off. Therefore, brands need to learn toembed ads into contentso that users accept it naturally.

· Give creators creative freedom:Creators know better than brands what their fans like. Instead of giving them a rigid script, let them freely express the brand's core message.

· Highlight usage scenarios:Let creators showcase products in everyday scenarios. For example, beauty creators can naturally integrate products into makeup tutorials, and fitness bloggers can display sports gear in training videos.

· Tell real stories:Users are more easily moved by real stories. For example, creators share their genuine feelings after using the product, or show before-and-after comparisons to demonstrate the product's effect.

Case: L'Oréal Paris product launch

When L'Oréal Paris launched a new skincare product, they invited several beauty creators to review it. The creators demonstrated the product's usage and effects through short videos, sharing their skincare experiences. This authentic content not only attracted a lot of attention but also directly boosted product sales.

Image source: TikTok

3. Interaction is key, don't just do "one-off collaborations"

Many brand collaborations with creators are one-off deals: shoot a video, post it, and that's it. In fact,continuous interaction and collaborationare what maximize brand exposure.

· Long-term cooperation builds trust:Instead of working with many creators once, it's better to establish long-term partnerships with a few. This way, the creator's fans will gradually become familiar with your brand and trust will grow stronger.

· Participate in challenges or topics:By launching challenges or topics, encourage creators and users to participate together. For example, a brand can launch a product-related challenge, have creators take the lead, and attract more users to join.

· Live streaming sales:Live streaming is a very effective interactive method on TikTok. Invite creators to introduce products during live streams and answer user questions in real time to greatly increase conversion rates.

Case: Duolingo's humorous marketing

Duolingo collaborates with humorous creators to promote language learning in a fun and lighthearted way. Creators showcase the joy of learning languages through creative videos, even launching funny challenges like "ordering takeout in a foreign language." This highly interactive content not only attracts a large number of users to participate, but also makes the brand image younger.

Image source: TikTok

Summary: The core of KOL collaboration is "authenticity" and "precision"

On TikTok, KOL collaboration is not simply about advertising, but about deep cooperation with creators to make brand content more authentic and naturally reach users.

Choose the right creators, make the right content, and keep interactingto truly achieve rapid brand exposure growth.