The Dos & Don’ts of Collaborating with TikTok Creators


The #TikTokMadeMeBuyIt hashtag has greater than 8.1 billion views, so it’s no marvel companies need to collaborate with content material creators on TikTok. Your model may begin trending and bam! You’re offered out.

Or, so they are saying. However how do you get from mixing in to standing out?

Ecwid by Lightspeed has you coated! We are going to deep dive into greatest practices and errors to keep away from when collaborating with content material creators on TikTok.

If you’re able to reap the benefits of what TikTok has to supply, learn on!

Why Collaborate with Creators on TikTok?

We wager you already know that TikTok is one in all the greatest platforms, with 1.7 billion customers worldwide. Practically 50% of content material creators are between the ages of 18 and 25, making them the largest age group of creators on the platform. If your target market consists primarily of Gen Z and millennials, you undoubtedly ought to take into account using TikTok as a place to showcase your small business by collaborations.

It’s not simply that TikTok’s viewers is large; customers additionally spend a lot of time on the platform. An common consumer spends round 23.3 hours per thirty days utilizing TikTok. The app is a great spot to attain a new and extremely engaged viewers.

Plus, you could have already seen (in the event you often use the app) that merchandise go viral like memes and trending sounds. Individuals use TikTok to get impressed, share their suggestions, and evaluate merchandise—which they most likely purchased after  another person’s evaluate video. For manufacturers, that pays off—64% of TikTok customers purchase a product after watching a branded video by a creator.

To discover the proper creators, use TikTok Creator Market. It is a platform that helps join manufacturers with the proper influencers for their TikTok campaigns. You possibly can set your concentrating on parameters, view profiles of potential creators to collaborate with, evaluate movies submitted by creators… Mainly, you handle all the things associated to operating a collaboration on the Creator Market.

Search for creators utilizing filters in TikTok Creator Market

Now let’s take a have a look at the ins and outs of partaking with TikTok content material creators.

Begin with Researching TikTok Communities—And Go Deep

One of the best ways to begin your journey into TikTok collaborations is to do some analysis. You need to spend a while discovering which TikTok communities suit your model.

TikTok customers create area of interest communities round numerous subjects. You could be aware of magnificence vloggers or vogue influencers. On TikTok, it can slim right down to particular pursuits, like crocheting, crops, keto cooking, private finance, passive earnings, mild parenting—you identify it, there’s a group about it.

Use key phrases associated to your trade to search what communities put up on TikTok

For every particular subject or curiosity, there are content material creators with a following. Their followers usually belief their opinion—you need to collaborate with these sorts of trusted content material creators. They know the lingo, inside jokes, and presentation that may assist make your product extra relatable for your required viewers.

Since there are virtually countless communities, you will have a variety of creators to select from. Nevertheless, there may be a catch: keep away from randomly reaching out to a bunch of creators, even when they appear relatable to your area of interest. You need to slim down your creator search and be intentional when selecting a collaborator.

For instance, say you promote sustainable water bottles and lunch packing containers. One among the apparent decisions could be going for #fitnesstok and partnering with a health influencer, or #sustainabilitytok and collaborating with a sustainability advocate.

Nevertheless, what different communities do you suppose you may faucet into?

For instance, you may collaborate with a creator from #parenttok, since mother and father put together college lunch for their youngsters. When you’ll possible skip creators who make movies about homeschooling their youngsters (as they don’t have to pack lunch for college), you may discover many influencers who’re looking for an eco-friendly lunch field for their youngsters.

One other instance: you may collaborate with a trusted content material creator for #corporategirlies, since working girls clearly drink water (although we may most likely drink extra) and probably convey their lunch to work.

You will have many choices when it involves selecting a group to focus your advertising on. Whereas it may be overwhelming, doing analysis may also help slim down your search.

The feedback show a gamer-furniture retailer collab might be excellent, even when #cozygaming group isn’t an apparent selection for furnishings promoting

Moreover, do some analysis into what potential collaborators often put up. You don’t need to uncover after establishing an settlement that their content material is not one thing you’ll really feel comfy endorsing as a model.

To sum up:

  • Don’t be afraid to slim down your creator search and faucet into not-so-obvious communities.
  • Do guarantee you’re comfy with the creator’s posts and that they’re really related to your area of interest.

Give Creators the Management

Now that you just’ve discovered your ultimate content material creators, it’s time to allow them to do their magic.

TikTok influencers know what works greatest on the platform. They’ve their very own type of creating content material, constructing interactions with viewers, and partaking an viewers. Influencers subsequently know the best way to make movies particular to your product or service with most effectivity and attain.

That’s why it’s best to belief creators when it involves creating content material round your model. All you need to do is present them with all of the info they want about your product or service, like its options or advantages. Let creators attempt your product and share their real suggestions as they see match. Keep away from pressuring them into following a strict script.

Maddy MacRae makes a video for Hinge sticking to her normal comedian format

It’s okay to give suggestions on what you need to see in the video, however let the creator select the format, language, sound, and so on. To construct belief together with your potential clients, you need the creator to be educated and genuine. It’s laborious to obtain that when the video suits your model however not the creator’s type—it’ll make the entire video look insincere.

To sum up:

  • Don’t make the creator comply with a ready-made script that doesn’t match their type.
  • Do present the creator together with your product or service and all of the essential details about it.
  • Do let the creator make a video in their signature format, storytelling approach, language, and tone.

Go Simple on Promoting—You Learn That Proper

The aim of any creator collaboration is to promote your model—and ideally generate gross sales. Nevertheless, do not forget that the viewers isn’t there for a direct promote.

You may suppose that pushing your model in the first few seconds of the video is a nice concept, nevertheless it’s really counterintuitive.

Do not forget that folks come to TikTok to be entertained. If the video has too many call-to-actions, reminiscent of “Try the product in my bio” or “Use my code to get a low cost,” they could scroll away. As an alternative, put CTAs in captions to let viewers discover them with out feeling pressured.

Don’t be afraid to showcase your model afterward in the video if it is smart for the storytelling. This may result in higher engagement charges, particularly when in comparison with turning a video into an apparent advert.

An instance of a CTA in the caption

To sum up:

  • Don’t push your model in the first seconds of the video.
  • Do put CTAs in video captions.
  • Do hold the video entertaining reasonably than promotional.

Make (Some) Traits Your Buddies

TikTok tendencies may also help you attain a wider viewers—however use them correctly. You don’t need to get entangled in a development that doesn’t make any sense for your small business or the creator you’re working with.

For instance, the ASMR development is one in all the hottest on TikTok, nevertheless it doesn’t imply it’s nice for each model and creator. If a creator makes a video for your marketing campaign however tries to goal a development they’re not aware of, it may not appear real to viewers. Unsurprisingly, that may damage your small business.

Other than being related, the video ought to be reusable. If the video seems nice, you may need to reuse it or enhance it with paid promoting. So when partnering with creators, follow “evergreen” tendencies that aren’t prone to disappear any time quickly. For instance, “A day in the lifetime of …” or “Prepare with me” are fixed staples of TikTok.

An instance of a Get Prepared with Me video that incorporates a product

To sum up:

  • Do ask creators to use tendencies they’re aware of.
  • Don’t use tendencies that make no sense for your model.
  • Do follow longer-term tendencies so which you can reuse the video later.

If you promote on-line with Ecwid by Lightspeed, you may step up your TikTok advertising sport by connecting your Ecwid retailer to your TikTok for Enterprise account. You possibly can run completely different advert campaigns on TikTok that characteristic your merchandise, together with Spark Adverts, which take a creator’s natural video about your product and enhance it with paid promoting to get extra attain.

Be taught extra about promoting on TikTok with Ecwid in our article:

Extra About Content material Collaborations

By following the suggestions outlined in this text, yow will discover the proper creators for your model, arrange profitable and symbiotic collaborations, and create partaking video content material that resonates with viewers.

If you’d like a deeper dive into collaborations, try our podcasts:

  • Influencer Advertising With out the Guesswork. That is our podcast with Taylor Lagace, co-CEO of Kynship, an influencer advertising company. He explains why the “pay-for-post” technique of influencer partnership may be ineffective and presents a extra useful method.
  • Develop Your Viewers Collaborating with Different Manufacturers. Content material creators aren’t the solely possibility for collaborations. Different companies also can make nice partnerships. Discover ways to join with different manufacturers and what you are able to do if you don’t have a vital viewers but.

Now it’s time for you to get began—good luck on your journey of leveraging the energy of TikTok advertising by collaboration!


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