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1、An Ipsos Point of ViewAuthors:Rachel Rodgers,Shelley YangEXPLORING A TIKTOK INFLUENCER STRATEGY?HERE ARE FIVE KEYS TO SUCCESS.KEY FINDINGS:Approach influencer advertising with the same rigor that you apply to other campaigns.Brand fit with your influencer will elevate your success by delivering empa

2、thy and relevance to consumers.Influencer creativity should be harnessed to the brands goals,and their freedom balanced with business objectives.2Influencer marketing has earned a place in the hearts of marketersand with good reason.Ipsos data shows that young shoppers purchase decisions are shaped

3、by influencers,with Gen Z and Millennials as likely to buy from influencers as from brands on social media(source:Ipsos What the Future).When we assessed 10 TikTok creator ads,we found that,on average,marketers belief in the power of influencers is justified these ads achieved 19%greater predicted s

4、ales effect than our benchmark.The average,however,disguised a wide variance in impact.Our analysis gleaned the following insights to help brands working with influencer advertising to succeed.13070119CREATIVE EFFECTINDEXIpsos validated measure of short-term sales effect SalesSource:10 ads tested wi

5、th Ipsos Creative Spark Digital solution,N=150,U.S.,Men&WomenIPSOS|EXPLORING A TIKTOK INFLUENCER STRATEGY?HERE ARE FIVE KEYS TO SUCCESS.3FIVE KEYS TO SUCCESS1.Use your campaign strategy to guide your selection of influencersIts key to approach influencer advertising with the same rigor that you appl

6、y to other campaigns.For example,define the primary objective and allow that to guide you in the way that Mazda did with its collaboration with Forrest Jones(ForrestsAutoReviews)for its launch of the Mazda CX90.This spot yielded the strongest short-term sales effect of all the ads we assessed,despit

7、e Jones being the least-known influencer in our sample set.He delivered new information in a believable way that drove consideration of the vehicle.The result is an ad that performed in the top 1%of our database of over 8,000 ads.4IPSOS|EXPLORING A TIKTOK INFLUENCER STRATEGY?HERE ARE FIVE KEYS TO SU

8、CCESS.2.Ensure the ad is for you,not the influencerA well-known influencer can bust through TikTok clutter,but they can also steal the show.Ads featuring famous influencers are more memorable but less likely to be accurately linked to the brand.Fortnite found a way around this paradox in its partner

9、ship with Khaby Lame,an influencer known to 75%of our respondents,with about 160 million TikTok followers.The secret:Make Khaby integral to the Fortnite universe by including him as a Fortnite skin.When executed in a unified story,securing top talent can pay off for the brand.While ads featuring wel

10、l-known influencers are more memorable+25 pointshigher memory encodingTheir star power can overshadow your brand-14 pointslower brand linkageYOURBRAND IPSOS|EXPLORING A TIKTOK INFLUENCER STRATEGY?HERE ARE FIVE KEYS TO SUCCESS.53.Brand fit with your influencer drives believability and relevanceBrand

11、fit with your influencer will elevate your success by delivering empathy and relevance to consumers and overperformance on these measures results in ad effectiveness.Pillsbury has struck gold with its selection of Babs(BrunchwithBabs),a relatively less known influencer who is a perfect fit for the b

12、rand.Creatively,this partnership also an example of an ad that effectively blurs the line between content and advertising bringing us into her kitchen for a cooking tutorial.The result:significant over-performance on our norm for predicted behavior change,driven by viewers trust in her knowledgeabil

13、ity and sense of her authenticity.Most didnt know Babs,butthey instantly liked her 57%54%52%43%62%46%41%37%34%41%LikeableAuthenticTrustworthyInspiringKnowledgeableabout topicHow much do you agree that the person in the ad is Top Box%AverageSource:10 ads tested with Ipsos Creative Spark Digital solut

14、ion,N=150,U.S.,Men&Women6IPSOS|EXPLORING A TIKTOK INFLUENCER STRATEGY?HERE ARE FIVE KEYS TO SUCCESS.“I felt like the universe was keeping this a secret from me!Im definitely switching to SoFi.”4.Leverage influencers in show-and-tell modeProduct demos by knowledgeable influencers bring brand gold.We

15、saw this work very effectively for two lower engagement categories household cleaner Clorox and financial services company SoFi.Both Vanesa (vanesamaro91)and Vivian(your richbff)drove predicted behavior change significantly above our norms.The pairing of new information with a compelling demonstrati

16、on or case appears to be the secret here,with consumers seeming to enjoy the discovery of new tips and tricks.Source:10 ads tested with Ipsos Creative Spark Digital solution,N=150,U.S.,Men&WomenThis tutorial made viewers feel they were discovering a trickIPSOS|EXPLORING A TIKTOK INFLUENCER STRATEGY?

17、HERE ARE FIVE KEYS TO SUCCESS.75.Balance your influencers creative freedom with the brands goalsOne of the primary reasons for working with an influencer is to let the brand benefit from the reach and engagement that their creativity can bring.Native-looking content excels at engagement and authenti

18、city;marketers want to lean into that.But it is important that influ-encer creativity is harnessed to the brands goals,and their freedom is balanced with business objectives.So,while allowing the influencer to be their own content creator,they need to do so within a framework for success determined

19、by the marketing team.As we said at the beginning success with influencer marketing requires a degree of rigor that marketers must bring to brief the influencer and guide and optimize their creative ideas.Three most important factors driving influencer-endorsed product purchase:1.The influencer seem

20、s authentic 31%Very Important2.They seem knowledgeable 28%Very Important 3.The product seems like something the influencers would use themselves 25%Very ImportantIpsos Fast Facts Study conducted in 2022 among 700 U.S.adults ages 18-558IPSOS|EXPLORING A TIKTOK INFLUENCER STRATEGY?HERE ARE FIVE KEYS T

21、O SUCCESS.This topline report is supported by more detailed data,insights,examples and advice.We see additional potential brand payoff with TikTok influencer partnerships than with traditional celebrity or testimonial ads,so its worthwhile to get these strategies and ads right.Please contact us if y

22、ou would like to learn more or ask us about our contextual ad assessment tool,Creative Spark Digital.We see even more potential brand payoff with TikTok influencer partnerships than celebrity adsOur tested Tik Tok ads significantly outperform traditional celebrity ad sample on:indicating its worth y

23、our time and effort to get it rightINFORMATION+13NEWS+15RELEVANCE+5BELIEVABILITY+11Source:10 ads tested with Ipsos Creative Spark Digital solution,N=150,U.S.,Men&Women9IPSOS|EXPLORING A TIKTOK INFLUENCER STRATEGY?HERE ARE FIVE KEYS TO SUCCESS.Copyright 2024 Ipsos.All rights reserved.Author Info:Rach

24、el Rodgers Senior Vice President,Creative Excellence,Ipsos Shelley Yang Director,Creative Excellence,Ipsos About IpsosAt Ipsos we are passionately curious about people,markets,brands,and society.We deliver information and analysis that makes our complex world easier and faster to navigate and inspires our clients to make smarter decisions.With a strong presence in 90 countries,Ipsos employs more than 18,000 people and conducts research programs in more than 100 countries.Founded in France in 1975,Ipsos is controlled and managed by research professionals.