"TikTok Creator Marketplace—Making Creator Marketing Simple" mainly introduces the relevant content of TikTok creator marketing in 2023, including its advantages, content principles, and product user journey, as follows:
1. Advantages of TikTok Creator Marketing
- Changing industry standards: Major brands are abandoning traditional advertising methods and cooperating with TikTok creators because this marketing approach is effective, can improve ad recall, enhance credibility, and promote purchases.
- Adapting to economic and habit changes: Although there are changes in the economy and internet habits, TikTok is still an important platform for brands to reach users. Emotional connection is crucial for attracting consumers, and entertaining content can build connections.
- Meeting user needs
- Entertainment-driven consumption: During economic downturns, people seek entertainment consumption. Highly entertaining ads on TikTok can increase brand favorability and purchase intention.
- Used for research and inspiration: In 2022, 15% of product discoveries came from TikTok, and people use it to get new ideas.
2. Content Principles
- Abandon scripts
- Data support: Most users think creator content is natural and authentic.
- Notes: Do not use prescriptive language. Let creators express in their own words, while ensuring creators have enough understanding of the product. Complex calls to action can be placed in subtitles.
- Find natural points of attraction
- Data support: Most users think TikTok is highly entertaining and spend more time watching interesting ads.
- Notes: Creators should maintain their own style, give the story enough room to develop, and avoid forcibly setting unreasonable points of attraction.
- Strategically leverage trends
- Data support: Most users recognize trends on TikTok, and brands that participate in trends are more favored.
- Notes: Creators can use previously popular trends, do not be limited to trends of a specific style, consider both the brand and the creator, and leverage long-term trends or cooperate with creators who create trends.
- Choose the right community
- Data support: Most users have a sense of community belonging on TikTok, and brands that participate in specific interest groups are more favored.
- Notes: Do not treat all communities as interchangeable. You can interact with adjacent communities and let creators use community memes and jargon.
3. Product User Journey
- Find suitable creators: You can find qualified creators through TTCM search, open application activities, or invitation links. The criteria include broad or detailed creator roles, or specific creators.
- Generate creative content: After the creator is determined, content can be generated through invitation links, TTCM workflow, or starter kits, which are suitable for inviting specific creators, self-managed processes, and beginners respectively.
- Reach interested audiences: To ensure content complies with user guidelines, it will be reviewed before publishing. Content can be displayed through Spark Ads; it can also be shown as ads from the creator's or your own business account.
- Make content more impactful: After brand content is published as organic videos, you can guide users to the landing page through game anchors or comment anchors; you can also improve content strategy based on campaign learning results through campaign reports.
