Watch our hour-long Master Class with guests Influencer Lead at Semrush, Nicole Ponce and Nonsensical’s Chief Content Officer Sam Gillies, as they discuss how brands can collaborate with influencers successfully on TikTok with our host Nonsensical’s Head of Partnerships, Melina Lee.
Watch the replay and check out our summary below.
Here are our key takeaways:
Influencer’s can impact your marketing strategy
Influencer partnerships can be used for various marketing objectives, including:
- brand awareness,
- new product launches,
- conversion,
- and ongoing brand building.
Understand the differences between affiliates and influencers
There’s a clear distinction between affiliates, creators, and influencers on TikTok.
Affiliates on TikTok create UGC content that focuses on driving sales through TikTok Shop and typically operate on a commission-only basis.
Creators produce content for a brand’s channel rather than posting on their own. The fees involved with working with creators are typically just for their time, not for their platform, since the content is used for the brand’s channels.
Influencers create brand-partnership content to distribute on their own channels. A brand collaborates with an influencer to reach their established audience and sometimes pays a premium price for this partnership.
Follower count is not the most important metric when selecting an influencer
When choosing influencers, brands should look beyond metrics like follower count and engagement rates.
It’s crucial to consider factors such as authenticity, shared values, community engagement, the ability to produce good content specifically for the audience they engage with and the overall synergy between the influencer and the brand.
Influencers should get straight to the point when contacting brands
Brands are more likely to engage with direct communication from influencers, focusing on what they can create together.
As an influencer, a pitch deck is extremely useful. Include your audience/profile insights and previous case studies from other brands you have worked with.
The more information, the better from a brand’s perspective, but don’t water it down.
Bonus: Add your contact details in your bio to make it easier for brands to get in touch.
Think long-term and creatively when working with influencers
Don’t prioritise one-off activations with influencers. Instead, seek brand ambassadors for your brand. The more they engage with your brand in the long-term, the more they will talk about it.
Work consistently with them to build trust. This will also allow for audience transfer over time.
Also, think outside of the box. Partnerships with influencers do not have to be negotiated per piece of content. Instead think of how to create stronger relationships in a more creative way.
For example, hosting a brand influencer weekend can help you build around 10 ambassadors from one trip. Doing this online would cost 75% more and result in less emotional impact.
Qualitative approach to influencer selection
Brands should assess potential influencer partnerships from a consumer’s perspective. Considering how organic and seamless the brand integration would feel in the influencer’s content.
Use tools and methods for influencer discovery
While manual research is still important, tools like Modash and TikTok Creator Marketplace can help in finding and filtering potential influencers based on specific criteria such as location, keywords, and hashtags used.
Access our slide deck here on How To Get Discovered by Brands and Agencies!
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