TikTok has dominated the social media scene, quickly establishing its spot as the 7th most used social media platform. While Gen-Z dominates the user demographics, Millennials, Gen-X, Boomers aren’t far behind. Many companies have flocked to the app, posting organically and putting ad money behind sponsored posts and hashtags. As your company considers establishing a presence on TikTok, let’s look at one highly effective way to show up: utilizing influencers.

Company TikToks

The meteoric rise of TikTok has led many companies to expand their digital presence to the app. You can find everyone from mega-corporations to small and fledgling businesses carving out a space for their brand. Some of the most popular content includes new product reveals, behind-the-scenes into production processes, team introductions, and fan features. TikTok has been hammering it into brands to create TikToks, not ads. Rachel Karten explored why certain companies are creating an impression on the platform and found that the brands that are succeeding are treating their TikTok accounts as a creative, experimental platform with a personality that extends beyond branding.

Many companies find the delicate balance of content that best encapsulates this phrase, playing off tried and true content strategies from platforms like Instagram and Snapchat. Others are expanding their range with experimental content and interactive approaches while leveraging influencers in new ways.

Influencers and TikTok

Instagram has long been considered the influencer-driven social platform, and TikTok is completely rewriting the rules. Its unique algorithm has given rise to unlikely influencers, breaking the mold of what many would expect an influencer to look like and behave. These influencers have audiences that range from tens of followers to millions, providing more opportunities for nano- and micro-influencers to flourish. Influencer programs are also looking very different on the app, with fans becoming accidental influencers through a mix of TikTok’s enigmatic algorithm and the ability to easily create content that resonates.

Who is Doing it?

We’ve seen some impressive and inventive influencer programs emerge on the app, and YMC has had the privilege of working on a few hugely successful campaigns for great brand partners.

Kate Spade New York has seen a lot of success utilizing influencers on the platform with their #KateSpadeNYHappyDance campaign, earning them millions of views, engagements and putting new faces to an iconic brand.

https://www.tiktok.com/@jennamariecurran/video/6968886962119806214?sender_device=pc&sender_web_id=6979663120851863046&is_from_webapp=v1&is_copy_url=0

Polo Ralph Lauren’s #PoloU TikTok campaign has captured the attention of young audiences, showcasing their newest lines. As the official outfitter of the United States Olympic team and their deep ties to the sports community, Ralph Lauren has been able to use its influencer network to tie into major sports events, like the 2020 Tokyo Olympic games, the US Open, and more.

@dawit.hailu

So excited to be a @RalphLauren #PoloU Ambassador! Make sure you tap the link in my IG bio and stay tuned for more! #PoloSport #Ad #fyp #foryou

♬ Upbeat Indie Folk – Soundroll

Aerie has had an explosive launch on TikTok, gaining a loyal following within two weeks. Aerie launched the #AerieRealPositivity hashtag challenge following their account creation, with mega-influencer Charli D’Amelio kicking off the campaign. The brand capitalized on a loyal following from other platforms, using a mix of well-established and emerging influencers, which showcased their inclusive brand values with real, authentic people.

@charlidamelio

share what you’re doing to stay positive right now by tagging @aerie and #aerierealpositivity #ad

♬ 100% Real Love – PopUpGirl

How Can You Do It?

The first step is recruiting the right influencers. If you don’t have existing relationships or the ability to recruit from your own community, finding the right partner will be key to your campaign’s success. Defining the criteria of who makes a perfect influencer for your brand and campaign goals is vitally important, as these consumers will become the face of your brand to their peers. You’ll also want to ensure they represent your brand’s core values and that their interests and passions align with the products or services you’re featuring so that the content they produce is more authentic to their followers.

While mega- and macro-influencers have millions of followers, often, their engagement is very low. Additionally, TikTok provides an incredibly unique opportunity for micro- and nano-influencers to achieve equal reach. Long story short, never discount the potential of creators with smaller followings. There is a ____-Tok for every niche out there, and each user has their own ability to speak to their selected audience. Expand the breadth of your influencer program to include those that do not fit the mold of what you think a typical influencer is. Ensure that you are prioritizing diversity and inclusivity in your campaign. Consumers take notice of who you select to represent your brand.

What Are They Creating?

Building campaigns that allow your influencers creative freedom is vital to ensure that they can present your brand in the most authentic way possible. Providing them flexibility in the time and day they post is also crucial, as they know when their audience is typically the most engaged. Hill House Home is an excellent example of a brand with an influencer program that gives its influencers freedom to create the content they want, which sends a message that the brand supports the influencers beyond a business transaction. TikTok’s audience responds very well to sponsored content as long as it reflects the established personality of the creator, as opposed to a script from a brand.

How can YMC help?

If you’re interested in building out your influencer program on TikTok and other social media platforms, we’re here to help. At YMC, we specialize in connecting brands with Gen-Z and Millennial consumers, and we’d be happy to share our wealth of knowledge with you. Contact us today!

TikTok is the hottest platform right now, with Gen-Z leading the way. Everyone else, ranging from Millennials to Boomers, is also flocking to the app. After seeing so many individuals, businesses, and megacorporations succeed on TikTok over the past year, your small business may want to jump on the rocketship.

Let’s take a few steps back and think about what that means.

Is TikTok the right place for your brand?

Many businesses have found their niche on TikTok. From lawyers to real estate agents to restaurant owners and museum curators, there’s a ________-Tok for everyone. However, it takes more than showing up to make a splash on the platform, and TikTok’s paid advertising is not always well-suited to smaller budgets. So what should your company be posting that’s going to differentiate you on the platform?

It takes a willingness to create engaging and exciting content that wraps a personality around authentic moments for your business. Creating quality content can, but doesn’t have to be, a heavy lift for your team. like with all new things, it’s essential to evaluate your digital presence and figure out how to best allocate your resources.

Content, Content, Content

The TikTok algorithm is a ruthless enigma. Every guide will tell you conflicting information on how to get your content in front of the right people, and everyone is both wrong and right in some ways. With that said, the only guarantee that someone will ever see your business’ content is to actually create content. TikTok is a platform where there is no such thing as posting too much. And the more your content is viewed, the longer people watch it, and the more people interact with it―the better chance it has of being seen by new audiences.

But what exactly are you posting? There are endless options, but an easy place to start is to showcase your business and what you do. If you produce a product, give viewers a behind-the-scenes look at the development and production process (including the successes and failures). If you’re shipping items, pack orders on a video and explain what that person is getting (bonus points if you have attractive and creative packaging).

@candymeup

What would you put inside?! 🍭 #slaps #cachetada #slapscreation #mexicancandy #dulcesmexicanos #candymeup

♬ original sound – CandyMeUp

If you work in a field that provides people with services, give some tips or “hacks,” show your workplace, and take your viewers along with you for a “day in the life.” Overall, we know it’s effective to humanize your business. Introduce your team, show them going about their day, and whatever you do―stay genuine and don’t force it.

@lawbymike

Bet you didn’t know this life hack! #LearnOnTikTok #TikTokPartner #psychology #tips

♬ Law X Mike By Chase Hattan – Law By Mike

Personality

Posting TikToks that showcase your business, its people, and your products and services are excellent. But don’t forget to also show off your personality! Before posting any content, take some time to figure out your TikTok brand voice. Is your account going to be funny, punny, wholesome, or self-deprecating? People don’t want to simply watch a production line; they want to hear what’s happening and engage with a story in a creative manner.

@izolas

Happy Wednesday #izolas #hinesvillegeorgia #nearsavannahgeorgia #scoopthatmac #foryou #fyp #lovewins #FtStewartGeorgia

♬ original sound – Izola’s

It’s a Community

TikTok is a very interactive community, and comments are a great way to interact with your audience. Don’t feel pressured to interact with every single comment, but make sure to like a few, reply, and if someone posts a question, reply with a video. This allows you to show your expertise, humanize your brand, and generate more content.

There’s also a rich creator community on TikTok. Interacting with others is a great way to grow your following. Connect with similar businesses and creators that post related content or someone who has a great TikTok presence that you can add something to.

https://www.tiktok.com/@wishescandleco/video/6978982642645601542?lang=en&is_copy_url=0&is_from_webapp=v1&sender_device=pc&sender_web_id=6979663120851863046

There is No Right Way

Some of your TikTok efforts will succeed and some will most definitely not. Don’t rely too heavily on early analytics and metrics, as some of what you consider to be your best content may flop, and your worst content can go viral. Finally, don’t expect a smash viral hit or a massive boost in sales. On TikTok, being creative and having fun is part of the learning process.

How can YMC help?

If you’re interested in learning more about TikTok, social media marketing, and influencer campaigns, we’re here to help. At YMC, we specialize in connecting brands with Gen-Z and Millennial consumers, and we’d be happy to share our wealth of knowledge with you. Contact us today!

7 Ways Online Sweepstakes Grow Your Youth Customer Base

While contests and online sweepstakes are nothing new, they’ve taken on a new life with the continual growth of social media. Now more than ever, online sweepstakes are easy, affordable, and effective. As the marketing landscape continues to evolve, sweepstakes will serve as a helpful strategy to increase the number of people who interact with your brand and deepen existing connections.

When executed correctly, online sweepstakes create a win-win situation for brands and entrants alike. Most often, they are used for the following reasons:

Increase brand awareness and generate word-of-mouth “buzz”
Deepen engagement
Nurture prospective customers through email capture or text opt-in
Drive customer conversion and sales

If your brand is trying to engage with Millennials and Gen-Z, you must execute in a way that feels authentic and relevant. Below are eight tips for capturing the attention of these demographics, while also creating a lasting impression that will keep your brand top-of-mind.

1. Make It Easy

Don’t ask for too much from entrants. When utilizing an online entry form, minimize the number of form fields to increase completion rates. Only ask for the information that is absolutely necessary. The more questions you ask, the less likely your participants are to complete the form. When entering an online sweepstakes, your entrants will weigh the amount of effort against the value of the reward, and you want to balance that scale in your favor. Whenever possible, integrate a social sign-in option to further ease the process.

2. Ensure the Prize Feels Attainable

Wondering what factors influence participation? According to a report from HelloWorld, 72% of people will enter an online sweepstakes if the odds of winning are high. Sixty-seven percent of people will enter based on the size and price value of the reward. As you can see, it’s important to structure your sweepstakes in a way that makes the prize seem both attainable and valuable. Consider offering a higher volume of a mid-range prizes to increase the likelihood of participation (as opposed to offering one top-tier prize).

3. Bigger Isn’t Always Better

While second to the odds of winning, the actual prize is important. When choosing between gift cards, physical products, or experiences, it’s important to know who you’re targeting in order to align the prize with potential interest from the desired audience. To help inform your decision, you can simply survey a subset of customers on what types of prizes and incentives would motivate them to participate. And don’t worry if your budget is tight, the prize is not the sole driver of participation—a quality and meaningful prize is key.

4. Bring the Prize to Life

If Millennials and Gen-Z are able to physically see what they might win, it becomes more tangible. Consider announcing or promoting the online sweepstakes at physical events.

5. Lean into the Power of Social

In addition to utilizing your brand-owned channels to promote the online sweepstakes, you should also encourage entrants to share the sweepstakes with their social networks. If your budget allows, utilize relevant, brand-right social influencers to increase awareness within your target audience. Newer or small brands will especially benefit from the automatic validation of being associated with a well-known peer or public figure.

6. Optimize Your Entry Page for Mobile

Millennials and Gen-Z use their phones more frequently than their laptops, so having your sweepstakes’ entry page be mobile-optimized is critical. Don’t make the assumption that participants will be entering the sweepstakes on their laptop, especially if you’re collecting entries at a physical event. Make the entry experience both smooth and intuitive. If your website is confusing, people will likely drop off and participation will decrease.

7. Bit.ly or URL

On the topic of mobile, if collecting entries at a physical activation or extending the reach through social, ensure that the website is easy to access and remember. URL shorteners like Bit.ly allow you to shorten and customize the link, which also makes it easier to share.

Like other tactics, online sweepstakes can be extremely effective when used as a part of your overall marketing strategy. Consumer facing brands, as well as many business-to-business enterprises, can take advantage of sweepstakes by using the seven tips highlighted above.

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HOW CAN YMC HELP?

Want to engage the coveted Millennial and Gen-Z demographics? Finding the right partner is key to your success. Here at YMC, we’ve been helping brands connect with 15- to 29-year-old consumers for two decades—and we’d be happy to share our wealth of knowledge with you. Contact us today!