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!

5 Ways Your Brand Can Vet Its Collegiate Influencers

People, especially influencers, present their best selves on social media. Their pictures are photoshopped, their captions are thoughtfully crafted, and their aesthetics are carefully developed. But, things aren’t always as they seem! The recent college admission scandal, known as “Operation Varsity Blues,” is proof that what collegiate influencers put out on social media does not always translate to real life.

Each year, more brands are turning to Gen-Z collegiate influencers—like Olivia Jade, who we followed in the “Operation Varsity Blues” scandal—to promote their products through social media marketing and partnerships. And, given the current industry climate, it’s extremely important to thoroughly vet your collegiate influencers.

The following are five ways to evaluate future collegiate influencers to ensure that they’re a great fit for your brand and can effectively engage with your targeted audiences on campus.

1. Seek out on-campus involvement

In order to promote a brand on campus, a collegiate influencer needs to be plugged into their campus community. So, it’s a good idea to look for students who have a variety of involvement across different campus groups.

Ask each student about the leadership roles they hold and what their responsibilities are as a member or leader in each group. Meaningful involvement in on-campus groups can be leveraged for the brand, so make sure you delve deeper into their connections.

2. Look into secondary social media channels

While your brand might only be searching for collegiate influencers to assist with campaigns on a single platform, it’s important not to forget about other social media sites. Your brand should evaluate potential student influencers’ online personas as a whole.

Many students use different channels to express different sides of themselves (ex: Twitter = politics, Instagram = lifestyle, YouTube = beauty). Evaluating each of these channels in close detail is a simple way to ensure that each of your future influencers embodies the values of your brand—on each and every platform. Not to mention, it will help your company to avoid any not-so-happy surprises down the line!

3. Ask them about their studies and career aspirations

Evaluating influencers is much more than exploring their online personas. It’s important to have thoughtful conversations with potential collegiate partners to get to know their personalities.

The best influencers are those who are passionate about what they do. We encourage brands to ask students about their studies and career aspirations. Often times, students interested in social media, marketing, and public relations turn out to be fantastic collegiate influencers.

It’s always a great idea to seek out highly-ambitious students, but be sure to ask them about their course load and schedule. Students with too much on their plates may not be able to devote the necessary amounts of time and energy to your brand’s campaign.

4. Make sure their brand is aligned with yours

Collegiate influencers use their personal brands to promote products and services. Gen-Z has grown up surrounded by influencer marketing, and they can tell when posts feel forced or inauthentic.

To ensure a successful campaign, evaluate potential college influencers’ social media content thoroughly—this includes reading through captions and looking at Instagram stories. Also, look for diversity in your influencers’ content. Great student influencers are well-rounded (i.e. they post a variety of photos that show different aspects of their lives).

Lastly, if you have very specific content requirements for your campaign, make sure your potential student influencers already meet those requirements. It’s unlikely that influencers will change content or posting style drastically for your brand.

5. Take cues from your interactions

If potential influencers don’t sound interested in an interview, then it is highly unlikely that they’ll be able to convey authentic enthusiasm for your brand when it’s time for them to begin posting. So, don’t let content quality blind you. Trust your gut in initial conversations and interactions. You can help someone craft better posts, but you can’t craft excitement.

The takeaways

As brand managers, there are two very important lessons to take away from the “Operation Varsity Blues” scandal. First, social media reality doesn’t always equate to a potential influencer’s real life. And second, it’s important to thoroughly vet each and every individual that represents your brand— including any collegiate influencers.

At YMC, we work with a network of thousands of thoroughly-vetted collegiate influencers across the country, so you can feel confident knowing that we have the right college connections for your brand. Our team carefully reviews each potential hire to ensure they are right for the brand, motivated about the job, and are involved in campus life.

If you’re tackling collegiate influencer recruitment internally, we hope these tips serve as a great starting point for properly evaluating your future collegiate representatives. If you’re still feeling nervous about where to start, YMC can help!

Want to learn more?

Check out a few other articles we’ve written on this topic:

Incorporating Influencer Marketing into Your Next Campaign

The continually evolving digital landscape has caused a rise in the popularity of influencer marketing, changing the way brands advertise and launch new products. Nowadays, it’s easier than ever for influencers to digitally share what they’re excited about—and savvy marketers have taken notice. Brands across all industries are turning to influencer marketing as an alternative to traditional advertising, which can be expensive and inefficient.

Instead of focusing on their target market as a whole, brands are identifying “influencers,” or individuals who have influence over potential consumers, and building campaigns around them—and the timing couldn’t be better. Consumers are increasingly distrusting of traditional advertising (83% of Millennials and Gen-Z trust the recommendations of their peers above all other forms of advertising). And it makes sense—you’re more likely to trust the recommendation of your good friend Sally than a commercial.

You may be asking, “Who are these influencers, what do they look like, and how do I find them?” Great questions! Recruiting and selecting influencers for your campaign can be tricky business. It doesn’t matter how much strategy and thought goes into the campaign—if you select the wrong influencers, it can be detrimental. With different brands looking for different qualities in their influencers, it’s important to do your research. Here are three qualities we always look for in every influencer:

They’re connected and engaged via social media 24/7—it’s a central component of their native social lives
They’re experts at producing compelling content across all social channels, including Instagram, Snapchat, and YouTube
They’re great communicators—able to clearly convey the core value of products and services

Some influencer campaigns are sales and acquisition based, while others are focused on brand awareness. Before selecting influencers for your brand, get crystal clear on your goals and what you expect from your influencers.

Here are four factors to consider:

Macro vs Micro Influencers

Celebrities and macro influencers (AKA Instagram celebrities) typically have hundred of thousands to millions of followers. While these types of influencers have the highest reach, they don’t necessarily have the greatest amount of influence. Because of their high follower count and/or name recognition, they’re always being approached by brands, which means they’re typically promoting many products at the same time, making them appear less authentic and more salesy. However, due to the sheer size of their following, they may be perfect for a brand awareness campaign.

Micro influencers typically reach an extremely targeted audience. While they tend to have fewer followers than Instagram celebrities, they normally enjoy a higher level of engagement, likely because they appear more relatable. They aren’t strangers—they’re your sorority sister, your lab partner, your class president. Micro influencers can have immense influence because they have a more authentic relationship with their social media followers.

Brand Fit

Influencer Marketing

This one seems like a no-brainer, but it’s incredibly important to select influencers whose personal brands align with your brand. For example, a brand selling weight loss products shouldn’t try to partner with a body-positive activist. It would dilute the validity of the brand and the influencer alike. Where as a skincare brand would partner well with a micro-influencer student who is studying dermatology. Finding an influencer who embodies the brand doesn’t just lead to his or her individual success, it ensures the success of the entire campaign. Aerie, the body-positive female retail brand does an incredible job selecting appropriate influencers. Their spokesmodel, Iskra Lawrence, is known as a body positive activist and aligns perfectly with the brand.

Digital Footprint

The right influencers are able to successfully reach and influence hundreds, and sometimes thousands, of people at once. This influence is created through an engaged social media following, a strategic and unique posting style, and an informed knowledge of the overall digital landscape. Additionally, your product should align with what the influencer typically shares on their social channels, otherwise their followers are going to recognize the branded post as an ad and tune out. You wouldn’t see the woman on the cover of Forbes posting about her paid sponsorship with fitness tea.

Short-Term vs Long-Term Relationships

Many brands work with a variety of influencers on a short term basis, exchanging product and/or compensation for a fixed number of social posts. However, more and more brands are looking to create long-term partnerships with influencers who may become something of a spokesperson. This strategy creates the opportunity for your brand to develop a meaningful relationship and for influencers to generate authentic content over time.

Keep in mind, not all influencers are created equal. Your brand must be selective when choosing which influencers to partner with. Never make the decision solely by looking at an individual’s follower count. Trust me—you won’t get the results you’re looking for. In order to launch a successful influencer campaign, you must take the time to properly vet potential influencers, making the best choice for your brand.

Want more? Check out these blogs

How can YMC help?

Want to leverage micro influencers on campus but aren’t sure how to get started? 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—we’d be happy to share our wealth of knowledge with you. Contact us today!