《Open Influence：抖音創作者營銷終極指南（英文版）（40頁）.pdf》由會員分享，可在線閱讀，更多相關《Open Influence：抖音創作者營銷終極指南（英文版）（40頁）.pdf（40頁珍藏版）》請在三個皮匠報告上搜索。

1、TIKTOK TAKEOVER Creativity,Community,and CommerceCreativity,Community,and CommerceCreativity,Community,and CommerceIntroduction Introduction Why should brands be on TikTok?What are some creator marketing best practices on TikTok?How can you effectively make TikTok ads?What are important aspects of T

2、ikToks culture to pay attention to when creating marketing content?Key Questions We Will Answer:Table of Contents:Table of Contents:Introduction TikTok 101 The Heart and Soul of TikTok:Creators TikTok Niches Why does your brand need to be on TikTok?Social Commerce Ads of TikTok Keeping the Audience

3、Engaged Staying on Trend Being Authentic Conclusion:Key TakeawaysBy now,we all know about the waves TikTok is making in the social media world.Whether you are like us and addicted to scrolling through the endless short-form videos or maybe you sit back and watch its reposted content pop up on Instag

4、ram and Twitter,1 billion global monthly active users is not a number you can just ignore.In only 4 years,TikTok has had over 3 billion downloads,making it the fastest-growing app globally.Not to mention,its not just staying unused on the users phone;90%of users access the app daily,and the average

5、user has a 10.85-minute long session length.Lets Tackle TikTokLets Tackle TikTokWith impressive stats like this,you most definitely need to be a part of the 91%of US brands that use influencer marketing and are planning to invest more in video content in 2022.TikTok is available in 141 countries and

6、 has 39 available languages.The average user worldwide spends 52 minutes a day on TikTok.Monthly users in the US have surpassed 100 Million.Considering its growth,its hardly a surprise that TikTok had an anything-but-boring start:How Long did it take TikTok to Take Over the WorldHow Long did it take

7、 TikTok to Take Over the World2014202020162017201820202019TikTok was originally launched as Douyin in China.Douyin then merged with the lip-syncing app Music.ly to make its debut to the international market as TikTok.TikTok is banned in India due to security concerns after the China-India border con

8、flicts.TikTok is growing substantially globally and hits 100 million monthly active users.Music.ly was founded.European Union regulators investigate TikToks safety and data practices.London becomes the city to house TikToks second-biggest office,after Los Angeles.202020202020202120222021This also ca

9、ught the attention of Former President Donald Trump,who threatened to ban the app due to fears of a national security threat.Through a series of back and forth arguments and compromises,a deal is formed for Walmart and Oracle to buy 20%of the app and control operations in North America,Australia,and

10、 New Zealand.Global monthly account users reach 1 billion!The deal is placed on hold by the Biden administration,but this does not mean TikTok is at risk of shutting down.TikTok quickly caught the attention of millions,becoming the#1 top-grossing app.There are no longer threats of a TikTok ban,and t

11、heir monthly active users are projected to hit 1.5 billion by the end of the year.Since we took you down memory lane,well also take you back to the basics of what makes this platform so unique.One thing that makes TikTok so cap-tivating is the infinity scroll of the For You Page.This doesnt only pro

12、vide never-ending entertainment for users,it also gives marketers(like you!)never-ending social insights that can inform their strategies.TikTok 101TikTok 101FlipThis will control whether you use the front or back-facing camera.SpeedThis allows you to record at a sped-up or slow-motion pace.This may

13、 be helpful when certain editing styles trend.EnhanceVisual enhancement button,which automatically improves exposure,low-light,and color correction.FiltersThis allows you to add a filter.This can help to change the tone and vibe of your content.When used consistently,it can also help establish a the

14、me for your page.TimerHere you can set a timer so you have time to set up your phone perfectly and get ready to record.You can also preset the amount of time the video will record.ReplyThis will allow you to reply to comments and questions that appear on your videos.You will utilize this to interact

15、 with people watching your videos.Video LengthTikTok has expanded its video length from 60 seconds to 3 minutes.Even 10-minute videos are now released,but we would avoid making them this long.EffectsUse this to add effects whether its an editing effect or a green screen.There is a lot to explore in

16、this tab,and it also helps you discover what effects are currently trending.Upload This allows you to incorporate pre-recorded content into your video.TikTok is always moving forward and innovating.Now users can even:Listen to live videos after the app is closed.Create a story that lasts for 24 hour

17、s.Pin their favorite videos to the top of their feed.Repost content.TIKTOK ALWAYS HAS ITS EYE ON INNOVATING AND ADDING NEW FEATURES,GET ALL THE LATEST UPDATES HERE!In with the New In with the New Creators are responsible for all of the creativity,storytelling,and community that we see on TikTok.They

18、 are the reason we keep coming back to scroll.And the wonderful thing about it?Creators dont have to have a huge following to get thousands or even millions of views.The Heart and Soul of TikTok:Creators The Heart and Soul of TikTok:Creators“Creators are the heartbeat of the platform.They show up ev

19、ery day aiming to inspire,inform or entertain.”-MARIA RODRIGUEZComms.&Marketing Director We know on Instagram aesthetic is key.Creative princi-ples on the platform require a carefully curated feed and visually pleasing identities that help improve“personal brand”recognition.We also know that what wo

20、rks on Instagram doesnt really work on TikTok.Why?TikTok is a place where users have embraced their authentic selves.So you wouldnt want to give the same type of content to Instagram lovers and TikTok lovers.TikTokers want to see raw content.Creators can record from their backyard,bathroom,desk,even

21、 their parents basement!Your audience is not going to care!In fact,theyre going to love seeing the realness.“TikTok is that platform where you come as you are and you come as who you are.One thing TikTok does a great job of is recognizing that creator-driven content will always outperform brand-driv

22、en content.”-MAGGIE REZNIKOFFVice President of Account Management SCAN TO LISTENCreators assist in creating a bank of content to help you establish your brand channel.And when working with creators on your ads,go the extra mile to bring creativity and customization to your content.Instead of using a

23、d-like scripts and overt key messaging,get inspired by your selected creators feed posts.“Within our mission to empower creator voices,its important to remember to view talent as though they are the brands creative agency.Avoid being overly prescriptive with creative concepts,platform features,and a

24、udio,to provide room for authenticity.This is even more critical when it comes to a platform like TikTok,where innovation and niche verticals thrive.”-DIANA PERLOV Director of Client Success This is also vital when we couple creator marketing and paid ads on TikTok.Boosting organic content wouldnt h

25、ave the same effect if it were structured the same way as any other ad.Dont worry about your brand message getting skewed.Our team monitors and vets all content prior to going live.And there are talent contracts and briefs that protect your brands interests.Another reason creators are so essential?T

26、hey connect you to your TikTok community.TikTok has created a unique type of community:community commerce.This is the idea that a mountain of the marketing on TikTok is done by word-of-mouth.Users are more likely to listen to recommendations from creators that they trust.TikTok Niches TikTok Niches

27、A niche community is a group of TikTokers brought to-gether by a common interest,goal,or value.This is all made possible through their algorithm and data on users interests.These TikTok niches allow users to find the content they love and enable marketers to connect users with products and services

28、they will adore.“Leverage creators who are relevant to the product being advertised”-ASH BALMACEDA Senior Paid Social Managerhttps:/ a TikTok creator is in the community you want to reach,they will:Have the trust of the community members.Have the ability to explain complex concepts in seconds.Make t

29、he ad look natural and exciting.Theres a wide variety of niche communities on TikTok.No matter how broad or specific,you can find any niche your heart desires!From FitnessTok to BookTok to PlantTok.FROM FITNESSTOK TO BOOKTOKDISCOVER MORE COMMUNITIES HERE“Leverage creators who are relevant to the pro

30、duct being advertised”-ASH BALMACEDA Senior Paid Social ManagerEach niche has its own tone and culture.When a product or brand has made its way into the heart of a community,users in the community will be excited to try it,share it,and make their own content about it.Learning the niche your brand wi

31、ll thrive in is important in order to reach an audience that you can build a long-term and loyal community with.After finding what lunch table you can sit at,youre ready to start eating.Why Does Your Brand Need to be on TikTok?Why Does Your Brand Need to be on TikTok?The way people shop on TikTok do

32、esnt follow the basic structure of a traditional linear marketing funnel.The difference is that TikTok meets users where they are.Whether its discovery,consideration,or straight to purchase.Think of#TikTokMadeMeBuyIt,which has 10.4 billion views and is still getting more!If a creator they love is re

33、commending a product,they may be sold after one video!Or perhaps they need to scroll through a heap of trending videos before they decide.The path to purchase is different for every user,and TikTok makes it easy to appeal to each individual.https:/ has partnered with Shopify and other ecommerce plat

34、forms,making it even easier for your audience to purchase directly after viewing a video.TikToks social commerce features will help users find your product:Shop tab-A tab on your profile which allows users to browse all of your products.Product links-A clickable link at the bottom of a video that sh

35、owcases mentioned products.Live shopping-As a live video plays,a tag of an item in the video will pop up as viewers watch.https:/ no surprise that in 2022,45.7%of marketers are using TikTok for creator marketing,and this number is projected to hit 54.9%by 2025.According to a study conducted by Mater

36、ial and TikTok.TikTok users are:1.5x more likely to immediately purchase a product they found on TikTok.2.4x more likely to create a post or tag a brand after purchasing.1.5x more likely to convince family and friends to buy a product they found on TikTok.Ok,but now we need to get that community to

37、land on your products,how do we do that?Ok,but now we need to get that community to land on your products,how do we do that?https:/ it is,plain and simple.TikTokers want to be entertained.Always remember to make TikToks,not ads.https:/ are much more likely to purchase immediately after discovering v

38、ia TikTok,and I think that lends itself to how TikTok is not a platform that is based on advertising.Advertising is coming as a result of the creativity that the platform has created.”-MAGGIE REZNIKOFFVice Presedent of Account Management A study by Kantar found that TikToks ads are perceived well by

39、 audiences and their products develop a halo effect.Ads TikTok are perceived as optimistic,enjoyable,and trendsetting.72%of people find ads on TikTok to be inspiring.The“Ads”of TikTok The“Ads”of TikTok https:/ trick to ads on TikTok is to make them blend in seamlessly with the platforms ecosystem.To

40、pView TikToks“digital billboard,”a Topview ad appears on the screen after about 3 seconds of being on the app.They can last up to 60 seconds and always have audio.According to Kantar,72%of people surveyed preferred TopView ads to ad formats on other social media plat-forms.They are also deemed the l

41、east intrusive ad,have the lowest skip preference,and lowest annoyance level.https:/ Ad In-Feed ads are the most integrated ads in a users FYP.They last about 9 to 15 seconds and just like any other video on the users screen,they can be scrolled past.Branded Effects Branded Effects are customized fi

42、lters that can go live for ten days at a time.Users can interact with them when creating their own videos.They encourage engagement and user-generated content.https:/ Hashtag Challenge Branded Hashtag Challenges can be ac-complished organically or through boosting.They can reach a broad audience,enc

43、ourage user-generated content,and increase brand awareness.Clicking on the hashtag will guide users to your landing page.Hashtags are an essential tool because they can trend for more extended periods of time and garner billions of views.https:/ Organic Posts Boosting your content will increase the

44、reach of your organic post to a broader audience and make it appear like an ad.Anyone can do this with a creator or brand account by generating an authorization code and then simply selecting the post you wish to boost.Collection Ads Collection ads are ads that appear as clickable tiles at the botto

45、m of a video.This type of ad allows for the viewer to easily discover the featured product they wish to buy.https:/ making your ads repetitive and intrusive.You can avoid intrusiveness by not making your ads too rehearsed or polished:Tip 1:Record natively in the app for maximum quality and authentic

46、ity.Tip 2:Tuck your brand cues towards the end of your videos to hook your audience first and then make your pitch.Now Lets Keep Them Engaged Now Lets Keep Them Engaged https:/ you make TikToks and not ads,there is a higher chance that people will take more interest in your content,rewatch the video

47、s,and create user-generated content for your brand.Start by Staying On TrendStart by Staying On Trendhttps:/ Open Influence,a trend isnt just something to painstakingly keep track of and follow for the sake of being on par with other videos;its something we have fun with.Trends are constantly changi

48、ng and predicting the next biggest trend is nearly impossible.However,TikToks discover page is a great tool to discover the top trends.Here you can find the top hashtags,trending effects,and trending audio.You can also find how many people are participating in the trend and what communities are grav

49、itating to-wards it.Top trends,ads,and audio can also be identified at TikToks Creative Center.Incorporate trends into your content by:Incorporate trends into your content by:https:/ or stitching a trending video-This is a great way to engage with your audience and be human with them.-Dont forget!Cr

50、edit the originator of the trend you use.This doesnt only uplift the community,but it helps build trust with your audience.Using pop culture and hashtags to your advantage-Whats a big event happening this month?Jump into the conversations everyone is having.-Think of how HBOs Euphoria was all anyone

51、 could post about across every platform as each new episode was released.Use catchy sounds and play off trending audio-TikTok users and creators love to put their own personal spin on trending audios by adding their own personalized text,facial expressions,or experiences.Music LicensingMusic Licensi

52、nghttps:/ brand cannot use a musicians song to promote your brand for profit without their permission.It violates copyright laws.The good news is that TikTok offers a Commercial Music Library.This library has a selection of over 150,000 royalty-free songs.TikTok has also launched Sound On,a music ma

53、rketing and distribution platform for creators.Maybe youre not finding music that perfectlyconveys the campaign idea youve been dreaming up.Then play with creating your own sounds and music.Who knows,your music may even go viral.https:/ music was created for Loreals Viktor&Rolfs Flowerbomb fragrance

54、 campaign on TikTok.When the beat dropped,plastiquetiara transformed into their drag queen persona and hyped the fragrance.Almost 1,000 other videos were made using the sound,and#FlowerBomb received 38.5 million views.And Remember to Always be AuthenticAnd Remember to Always be Authentichttps:/ TikT

55、ok,people are not coming intending to find new products;theyre coming to be entertained.The best way to engage people is to create authentic and transparent TikToks,ultimately this will also help build brand love.https:/ a strong TikTok PresenceBe consistent with creating raw and authentic content.K

56、eep your brands voice consistent.With the help from a TikTok influencer agency,partner with the perfect creators who appeal to your audience.Educate your audience35%of users want to learn something new during their scrolling.Micro-learning is a trend that can take many forms:from DIY projects,to tec

57、hnology hacks,to recipes,and more.There is un-doubtedly one that your product can be integrated into.https:/ conversations going Reply to as many comments as you can using both text and video replies.Utilize the Q&A feature.Duet and stitch with users who buy,review,or talk about your brand.Talk to y

58、our audience human to human.Use compassion and keep things easygoing.The more human your brand is,the better.To concludeTo concludehttps:/ wait to join cultural conversations and build strong communities on TikTok.Theres a lot to know about its unique culture,and stats show us that TikToks presence

59、and influence is only going up.So,it is vital to jump on creating that fun,authentic,and human content.https:/ what is TikTok content without the heart and soul of TikTok?Start creating connections with creators who complement your brand.They have the ability to help you find a unique voice.Whether

60、you are still looking for your brands voice or have it and want to shout it from the rooftops,thats the creators superpower.You will gain even more insights,skills,and results by partnering with a strong creator marketing agency.Unlock your brands potential.Open Influence has the knowledge,authentic

61、ity,and heart to lead you smoothly through successful campaigns.Key Takeaways:Key Takeaways:https:/ people engaged with your content through trends and authenticity!Understand how to properly utilize all of TikToks editing and social commerce tools.Blend into TikToks culture and find the perfect community by using strong and authentic creator marketing strategies.