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Social Media

10 Tips for Working With Influencers on TikTok

Every marketer knows the benefits of using influencer marketing in the age of digital and social media. You’ve probably read the reports about influencer marketing ROI being just as effective if not more than other marketing channels.

And many brands have taken to YouTube or Instagram influencers to help them reach a broader audience or get authentic and organic posts about their product or service. And this 2020, there’s an up-and-coming marketing platform you’ve probably heard is climbing the charts and the next big thing for marketers to look out for.

Enter TikTok. 

Hailed as one of the fast-growing apps on the market, TikTok is more than just an app for teens to share quirky videos. It turns out many adults download and use TikTok regularly, where its rapid growth in the US shows how many people are starting to join the app.

(Image source)

About 1 billion videos are viewed daily on the app, and with a growing audience actively consuming content made by other creators, marketers are flocking to the app to see how they can leverage it too.

If you’re here, you’re probably wondering how to use TikTok – especially working with influencers on Tiktok who have the reach and audience trust you’re looking for. 

Keep reading because, in this post, we take a look at how you can create a step-by-step strategy to collaborate with Tiktok influencers and get the most return on your influencer marketing budget.

Challenges marketers collaborating with TikTok influencers

Gen Z audience hate marketing

Surveys and studies have found that the biggest demographic on TikTok – Generation Z – don’t respond well to brands who market to them traditionally. If you take a look at their media habits, they tend to skip ads at every given chance, even going as far as installing ad blockers on their devices.

Their media habits are also a far cry from generations before them. Because they grew up in the age of the internet, Gen Z people don’t always watch TV, listen to traditional radio, and have learned to shut out advertising messages and platforms.

With this in mind, marketers can create TikTok influencer marketing campaigns that are creative and unique. Instead of seeing younger generations’ dislike for traditional marketing as a sign not to market to them at all, marketers should look at this as an opportunity to create more effective campaigns that focus on value and creativity that pull people in – a far cry from the typical push messaging that often drowns in advertising news.

(Image source)

Privacy issues

In February 2019, TikTok was issued a hefty $5.7 million fine by the Federal Trade Commission (FTC), citing predecessor app Music.ly’s practices of collecting and exposing private data of users, many of whom were under the age of 13. Details such as their age, school, and birthday were visible and accessible to 

Needless to say, privacy issues were a big concern for marketers thinking about moving to TikTok. And they still are to this day. 

Even if it isn’t consumer data you need to protect, it might even be your own company’s. As of writing, TikTok has no two-factor authentication setting, so privacy features might be quite limited.

But these issues shouldn’t stop you from diving into TikTok marketing. An easy fix for this is using a virtual private network (VPN) on your phone when accessing your brand TikTok account – and just about any brand account, for that matter. 

Many of the best VPNs use protocols known as OpenVPN and IKEv2 that encrypt your traffic almost all the time. While they may not fully protect you from the prying eyes of a state-sponsored surveillance mechanism, they will keep your data out of the hands of hackers, ensuring your accounts are safe even with emerging apps and platforms like TikTok.

The Minority issue

A bulk of TikTok users are minors, many being aged 13 and under. Because of this, marketers may find it tricky to market on the platform while staying compliant with privacy laws involving children and minors.

TikTok has since claimed that they’ve taken measures to delete TikTok users whom they’ve found to be underage, but that might not deter said users from creating new accounts or lying about their age.

Because of this, marketers should take proactive steps to make sure all their marketing messages are safe for all TikTok users, regardless of age. This also means trying to get general information and insights about influencers’ followers – but we’ll talk about that in-depth in the next few sections.

How to work with influencers on TikTok

Now that you know some potential challenges and limitations faced by other marketers on TikTok, you can move on to crafting a more informed marketing campaign. To work with influencers on Tiktok successfully, follow these essential steps.

Have a clear goal

Start with your goal of doing influencers on Tiktok marketing. Are you launching a new product or service and need more awareness? Are you an established brand in your niche and need better conversions and sales? Or are you perhaps wanting to work with influencers on Tiktok to boost brand image?

Treat TikTok like any other marketing platform and have tangible goals your brand can work towards together with your chosen influencers. Identify essential key performance indicators for this marketing platform and set targets you want to work for. As with all things marketing: what we track, grows.

Understand how the platform works

TikTok thrives on short video content, with an emphasis on creative AI-powered filters, effects, transitions, and the like. Look into what type of content performs best on TikTok to help you understand and later screen the right influencers for your campaign. 

Chances are leading influencers on Tiktok are both trendsetters and trend followers – which can show you at a glance what kind of TikTok has the likelihood to perform well.

Once you know how TikTok works, you’ll be inspired to create unique and engaging marketing messages, while helping you weed out influencers that aren’t right for your brand.

An incredible library of built-in TikTok effects have contributed to the app’s popularity, but users’ creativity and approach with these effects essentially are what separates successful TikTok creators from the rest.(Image source)

Know your audience

It also helps to look back at your buyer persona to glean why your audiences are using TikTok themselves. Are they in it for entertainment? Do they get information out of it? How well do they respond to new TikTok trends?

This is an important place to start because knowing your audience can help you find influencers and brands that they may already be following on TikTok or are likely to follow in the future.

(Image source)

Carefully choose the influencers you work with

One part of an effective outreach marketing strategy is working with the right people. Choosing to work with just about any influencer willing to work with your brand won’t guarantee any results if any.

So if you want to make the most bang for your buck, you need to screen influencers and choose only the ones who can stand to benefit your brand and campaign. 

Here are a few things you’ll want to look out for when choosing your influencers on TikTok:

The relevance of their content with your goals and brand

You’ll want to only recruit social media influencers who are either part of your industry or may complement your niche in some way. 

For example, if you’re in the business of meal planning, the obvious influencers on your radar might be those already talking about meal plans, calorie counting, and the like.

But consider a fitness influencer who regularly posts workout content for their followers – this might be a good fit for your brand, especially if the influencer’s broader niche is about wellness or caring for your body.

Who are their followers

If an influencer has several people in your audience following them, you’re in a prime position to reach said influencer’s following. When it comes to effective influencer marketing, quality always trumps quantity. While a TikTok creator with a huge following may seem like a gold mine for any brand, if your audience isn’t among their following, then you might not be making the most of your budget.

Engagement rates

Take a look at how audiences engage with these influencers. Are they getting a lot of comments? What kind of comments are they getting? Pro-tip: while a number of likes can be important to look at, they might very well only be a vanity metric.

Cross-check their activity in other platforms

If you can work with influencers who have reach across a variety of platforms, you might be able to get more out of your influencer marketing campaign. Check whether these influencers have a presence on YouTube and Instagram aside from TikTok and see whether they’ve already worked with brands in the past.

Invest in the right tools

Influencer marketing has long been in the game, and many businesses have sprung up precisely to help marketers like you find and recruit the right influencers for your brand. Use these top influencer marketing platforms designed to find relevant influencers, get to know their audiences, as well as getting insights that might have taken days to weeks to get on your own.

Create a TikTok content playbook for inspiration 

You’ll want to have a separate playbook for influencer campaigns across each platform. Because social media channels vary in their supported (even preferred) content types, allowable captions, and the like, it’s important to make one for TikTok as well. 

This playbook will inform your influencers about key brand messages in your campaign, talking points about certain products, and perhaps even inspiration for the content they can create. This playbook is meant to set up your influencers for success – just remember that your influencer’s success is your success.

Create a branded hashtag challenge for influencers to engage with

You can reach more influencers by creating a unique branded hashtag challenge. Challenges are a popular content format on TikTok, and you can make the most of this by first working with a few key influencers to help get the challenge out.

Once you have a few people doing your branded challenge on TikTok, you can attract more people attempting it themselves. This way, you can find more influencers whom you might have missed or simply get user-generated content to post on your profile. After all, people love being featured by brands.

Give TikTok influencers room to “do their own thing”

TikTok rose to popularity because of users’ creativity. So it makes sense to give your influencers the space they need to create content for your campaign in a way that makes sense for them.

Great influencers are also more likely to work with brands who value their creativity and input when posting sponsored content, so you can get higher-quality influencers than, say, people looking for quick cash by copy-pasting verbatim a caption you’ve supplied.

Set clear rules to make sure they comply with FTC guidelines

Inform yourself about important FTC guidelines to avoid hefty fines and violations when working with influencers. Knowing this, you’re able to cascade that information to your influencers so they’re able to use the right disclaimers and disclosures that inform audiences about advertised posts and content.

Opt for a commission-based payment model

Influencers may be more willing to work with your brand if you don’t cap off their earnings with a set fee. By incentivizing all conversions from their accounts, they can make a bigger income more sustainably.

This also benefits your brand as well. Because influencers will need to talk about your brand consistently to get a commission from your products, you can start more influencer-led conversations about your brand.

Repurpose influencer content on your own profile

You can amplify both your and influencers’ content by repurposing influencer-created content and republishing this on your own profile. This is a way for you to keep posting content consistently while also helping the influencer reach more people who might not be following them. 

Of course, you should have an agreement beforehand with influencers that you’re able to republish content for your own brand’s marketing. 

Time to TikTok

The beauty of social media is it’s a space where users themselves are able to create content that is engaging and interesting to their audiences. Brands might be able to create their own content and release their own TikTok videos, but when paired with the right influencers, your campaign can go much farther. 

Use the tips and steps above to help you work with influencers on Tiktok effectively – and legally. As with anything new emerging in the digital space, keep an open mind, don’t be afraid to experiment, and keep tracking those results.

Categories
Social Media Marketing Strategies

Steps to Run a Profitable Social Media Contest in 2021

According to a late 2018 survey result among marketers, 92.6% use social media giveaways on at least one platform. 66.8% of these marketers use more than one social network to host online contests, where nearly half of all respondents (45.5%) use Instagram and Facebook for their contests to about an equal extent.

Most brands use Facebook and Instagram for social media contests. (Image source)

While contests and giveaways are popular lead generation strategies for many brands, it’s worth noting that, because of algorithm changes, running a successful contest in 2020 and beyond may need more strategy and work.

When only 10% of followers see your social media posts, how can you create a compelling and profitable social media contest?

In this post, we walk you through the 7 essential steps to run a successful social media contest in 2020, as well as some of the best practices you’ll want to keep in mind.

Table of Contents

Steps to run a social media contest

Set your goals

First, determine why you want to run a social media contest in the first place.

Here are some examples of goals you might consider when setting up your contest:

  • Increasing awareness for an upcoming launch
  • Increasing engagement on your social media pages
  • Generating more leads

Knowing your contest’s primary goal helps you determine what kind of contest to create, the mechanics, and the target KPIs you want to hit.

Create your landing page

Set up a dedicated landing page to help you capture traffic off social media networks and on your actual website. When you create a self-hosted branded landing page for your contest, it’s easier to design and make your page exactly how you want it.

Many page builders also integrate with the leading contest and giveaway apps, like Wishpond. 

Example of a social media contest landing page created with Wishpond. (Image source)

Select which channels to publish the contest

Now that you know your contest goals decide which channels are most appropriate for spreading the word.

For example, conducting contests on Facebook means treating copy and graphics differently than on Twitter. Or the form of your content will vary if you choose video-centric YouTube as a marketing channel for your giveaway than if you’d chosen Instagram for your contest.

Choose your prize carefully

Your prize needs to be something relevant and exciting for your target audience. If not, they certainly won’t feel enticed to join your contest or spread the word.

For example, it wouldn’t make sense for a clothing brand to raffle off a year’s supply of books, would it?

Go back to what your customers want to have or experience, and see what prize you can give them. The more the prize connects to your brand, the better.

If you were an event organizer, maybe raffle off tickets to a concert of an up-and-coming band? Or, if you were a makeup brand, give away your best selling items in an exclusive kit.

Ticketmaster’s giveaway is for a Super Bowl experience. (Image source)

Develop your contest

Finally, you know your goals, the channels you want to use, and the prize you’re giving away.

Now it’s time to develop the mechanics of your contest. Think of how you want customers and leads to engage with your contest: 

Is it through user-generated posts? Or can you do a simple like-tag-and-share contest?

Remember that mechanics ought to be simple enough for customers to want to join. Keep mechanics short, with no more than 3 steps if possible.

Simple mechanics encourage more people to engage and enter. (Image source)

Create a buzz before launching the contest

You’ll want to create some buzz before you launch your contest. Create teaser posts that will build excitement and hype around your giveaway. You can even tap influencers in your industry to help you create buzz.

Here are a few ways you can announce your contest is coming:

  • Sending an email to your current subscribers
  • Tapping local bloggers and YouTubers with small to large followings
  • Run teaser ads to start generating a following

Cross-promote the contest through other channels

Last but not least, once your giveaway is live, promote it on other channels. Just because your contest is on Instagram, for example, doesn’t mean you can’t post about it from your Twitter account.

And when you self-host your contest on your site, post on your existing channels, or run ads to lead customers to your contest landing page.

Best practices when running a social media contest

Now that you’ve got the steps to build a profitable social media contest, take note of these best practices when you’re getting started.

Review each social media channel’s policies for running social media contests

Every social media network has its policies that may affect the way you run or promote your contest.

Most policies have to do with copywriting and graphics attached to the campaign, so be sure you’ve read up on any possible contest restrictions beforehand.

Make sure your copy won’t be considered clickbait

Clickbait risks skewing audience expectations. Sometimes, clickbait copy only encourages bounce rates from your website, especially if users find that the contest was irrelevant to them or not what they were expecting.

Instead, keep things clear and concise from the get-go. Announce right away that your posts are contest-related to manage expectations. And mention the prize right away, so people don’t feel forced to click-through to your page to find out what it is.

Clearly define the rules

Rules must be clearly communicated, so audiences know exactly how to enter and join your contest. Include all necessary mechanics as well as eligibility terms, such as:

  • Age
  • How to join
  • Open contest dates for entry.
  • Number of entries per person
  • Purchase required or not

Clearly state them in your social media copy, landing page, or email blasts to make sure audiences are thoroughly informed.

Have all the proper disclaimers in place

If you have any disclaimers to provide, keep them visible for audiences. 

For example, if your contest is only open for a certain state, region, or country, make it clear from the get-go. Or if your contest is open for international countries as well, make that apparent.

Other disclaimers also include the actual prize, how you handle data of those who’ve entered, and how you plan to use this data (e.g. names, emails, and addresses, etc.).

Make your landing page lightning fast

If your landing page takes even a second too long to load, most people will abandon your site. This could have negative repercussions on your contest engagement, so be sure to use the best practices that keep your site speed up

Have the right tools in place

Use the right tools to host and manage your giveaway. Wishpond is one of the tools you can use to create different social media contests and promotions while integrating with tools you might already have, such as Shopify, MailChimp, and Zapier.

You can create contests that let users enter more than once in exchange for shares. (Image source)

Track and monitor the results and feedback

Last but not least, review the performance of your contest. Check if you met any targets you set, such as several entries or desired reach.

Conduct some social listening to find any feedback about your contest. Did users get excited by your contest enough to say something online? Did some users request another contest with a different prize?

By monitoring your results and feedback, you can create better and more engaging contests in the future. Keep experimenting to see which types of contests do best for your brand.

Key Takeaways

When it comes to creating an engaging social media contest, it’s important to plan properly and use the right tools. Set your goals, define your contest, and be sure to reach as many people as you can. Don’t be afraid to think outside the box, but use these tips above to help you create an awesome contest this 2021.

Categories
Social Media Marketing Strategies

How to Succeed With Facebook Messenger Marketing

Facebook Messenger is the second most-downloaded messaging app. And that isn’t counting how many people are on Facebook and use messaging features without mobile apps. The average Facebook user spends about an hour on the platform. This number can be even higher, depending on the region or country.  (Image source)

That said, Messenger can be a prime platform for brands to engage with audiences and provide better customer experiences, especially with how close Messenger is to SMS messaging.

Are you looking to implement Facebook Messenger marketing this year for your business? Then you’re in luck because we’re giving you the top strategies you should use to succeed at Messenger marketing.

Challenges that marketers face when it comes to using Facebook messenger for marketing

Before we jump right in to see how you can get started with Facebook Messenger marketing, you should first understand what businesses and marketers consider as the main challenges on the platform.

Knowing these, you can then craft your strategy accordingly to avoid these challenges altogether.

The first main challenge marketers face is the continuous changes in Facebook’s algorithm. In 2018, Mark Zuckerberg announced, “As we roll this [algorithm change] out, you’ll see less public content like posts from businesses, brands, and media. And the public content you see more will be held to the same standard — it should encourage meaningful interactions between people.”

The second has to do with privacy concerns, especially after the Cambridge Analytica fiasco that had millions of users’ personal data collected and used for political advertising – without consent.

Given these, it’s important to remember the following as we go through the steps for successful Messenger marketing: your marketing messages must be engaging and meaningful for audiences, and you must put customer data privacy on top.

Strategies to become successful in Facebook Messenger marketing

Ready to grow your business using Facebook Messenger? Here are some important steps to get you started.

Add a Facebook chatbot to your website

About 67% of customers have used chatbots as a customer support channel. And if a user lands on your website and sees you have a Facebook chatbot ready, you stand the chance to generate more leads faster and take people through your sales funnel quicker. 

Not many users may think to visit your Facebook page first, so be sure to integrate your Facebook chatbot on your website. One challenge to this is that plugin and integrations may have a tendency to slow down your site.

Because speed is the name of the game if you want to reduce bounce rates and get those leads, be sure you have a reliable website hosting provider with great site uptimes and can load your landing pages and site quicker. 

Look into some great hosting providers and reviews about them to see the best option for your website – as an example, this HostGator Cloud review gives a detailed take about the provider’s speed and reliability.

(Image source)

Create a Facebook Messenger marketing funnel

Like any platform, turn Messenger into its own marketing funnel to take customers through a journey. Once people are part of your Facebook Messenger contacts – after, say, sending your page a message or opting in – you can take them through a marketing funnel as usual.

You can send them to lead magnets to nurture your relationship or send them links to new free content to provide more value, or even offer exclusive deals and promotions right in their Messenger inbox. 

(Image source)

Segment your leads and customers

You can segment leads and customers right from the Messenger app using conditional triggers, much like with email marketing. So if you were a clothing store, you might be able to segment users based on gender, interest in certain collections, purchase history, and level of engagement.

When leads and customers are properly segmented, you can proceed to send highly-personalized content and messages that lessen your risk of being flagged as spam.

For a step-by-step guide to setting up Messenger for segmentation using third-party tools, check out this guide.

(Image source)

Give your bot its own personality 

You can create better relationships with your audience if it felt like they were speaking to one specific person on your business page’s Messenger. This is why many brands and companies give their bots a unique personality to add a personal touch.

You can create a simple persona, such as giving your bot a name and avatar. This persona captures what your brand is all about, communicating messages and offers in your brand voice while staying relevant to leads and customers.

Pro-tip: be sure to never position your bot as though a real person were speaking to customers. Some laws require you to divulge whether or not a person is interacting with a bot.

LEGO calls their bot simply the LEGO Gift Bot. (Image source)

Integrate your bot with your

Facebook ads

One of the best ways to make sure your leads and customers can interact with your brand on multiple touch points is linking your Facebook ads to your Messenger bot. This way, people are able to engage with your ad without ever leaving Facebook, as some users might not want to be redirected to an external landing page.

Toggle your ad’s call-to-action (CTA) to “Send Message” so they can take action right away. Depending on your campaign, you can either encourage viewers to either opt-in to a lead magnet or make a purchase instantly.

Example of a workflow for the Facebook ad to Messenger inquiry and checkout. (Image source)

Replace the opt-in forms on your landing page

On your landing pages, be it for webinars or free downloads, you can swap out your usual opt-in forms for instant opt-ins using Facebook Messenger. This is miles more convenient for viewers since they avoid filling out lengthy forms (that can lower conversion rates) or even misspelling their emails.

Not only is this more convenient for customers, but it’s also more convenient for your business. By having users opt-in to your Facebook Messenger marketing, you’re able to easily target these users in future ads – while being certain they’re a qualified lead.

(Image source)

Use to send reminders for your webinars and offers

Last but not least, Messenger is a fantastic tool for sending reminders about events and expiring offers. Because it works like text messaging, you’re able to reach more users faster and enjoy higher open rates and engagement rates.

Open and watch rates using email marketing vs open and watch rates using chatbots. (Image source)

Be sure to make your messages timely and to use last-minute “urgency” reminders sparingly. You don’t want users to report your page for spam, after all.

Key Takeaways

Facebook Messenger marketing might just be the future for brands who want to increase engagement with users when other platforms like email or organic social media posts just aren’t performing as great. Follow the strategies above to make the most of your Facebook chatbots to get more leads, nurture customer relationships, and make more sales.