How to Turn Tiktok Influencer’s Follower Into Your Customers

In marketing strategy, the key to successful campaigns is to identify the target audience that you believe offers the best opportunity as potential customers. When developing an influencer marketing campaign, it is critical to identify influencers who most appeal to and have the best chance of persuading potential customers to buy your product or service. As companies search for ways to tap into a younger demographic, influencers on TikTok represent a prime opportunity to appeal to these customers. The platform offers users the opportunity to share videos and it appeals to a younger audience that likes sharing the content they see. In this case, TikTok influencer marketing offers companies access to creators with many followers who trust their opinions. Your TikTok influencer marketing campaign will focus on influencers creating, sharing, and, at times, live streaming videos that are intended to promote your brand and influence their followers to become your customers.

Let’s review a little of what TikTok is and how it can serve your marketing strategy.

The origins of TikTok

TikTok evolved out of a combination of apps that originated in China. These two apps became what we know as the platform TikTok today across the globe, although inside China the initial app remains available to users there. Although initially a platform favored by users across China, TikTok has grown exponentially in popularity with international users outside of China.

Since its introduction globally, TikTok has become one of the most downloaded apps in the world, even more than the better-known social media platform, Instagram. The vast majority of TikTok users are from a younger generation, who prefer the app’s short, sharable video that is similar to the wildly successful platform YouTube and other content that is made by other users. As TikTok has increased in popularity as a video-based social media platform, it has evolved to include many of the platform features that Facebook users have become familiar with. 

How Does TikTok Work As a Platform?

When TikTok first was introduced, it became known as a platform that allowed users to create their own videos while they lip-sync to their favorite songs. Think of it as a massive karaoke bar where anyone can attend and sing along with music tracks. This made TikTok very attractive to younger users who enjoyed the experience and made the most of it.

But as the social media platform has gained popularity around the globe, it has evolved into more than just a big karaoke machine. Now TikTok serves as a platform featuring all different types of original video content, covering a broader range of activities and ideas. You still find fun music videos there of users doing their best impersonations of singers. But you can also find instructional videos, product commentaries, emotional testimonials, and funny takes on activities and events.

What is TikTok For?

TikTok requires users of its social media platform to create an account, just as any other video-sharing app would. TikTok users can browse content, basically watching videos, finding channels that appeal to them, and following other users whose videos impress or entertain them. After a while, TikTok users begin creating their own video content and become more comfortable sharing their videos with others. 

TikTok provides an easy-to-use platform that enables users to create, edit and improve their videos, all within the app. This helps standardize content and increase engagement by users who want to join in on the fun. The platform allows users to add their unique content to the service and to improve it with filters, effects, and other tools that make the experience fun for their audience.

The platform built on 15-second videos also allows users to merge individual shorts into a longer video version, which provides more flexibility in content creation. This is where your influencers take the most advantage of TikTok’s features to create a unique experience for their followers through video creation and editing.

Who are the Tiktok influencer?

While Facebook started years ago as a social media platform that attracted younger audiences, it now is the place on social media that parents and grandparents frequent. TikTok is today’s more exciting social media platform for younger audiences. The platform’s emphasis on shareable video content created by the very users who sign up for it is attractive to a younger generation that is more eager to express themselves visually than older audiences.

Nearly half of TikTok’s users are from the ages of 16 to 24, clearly showing the dominance that this social media platform holds with younger audiences. That also makes TikTok an attractive option for companies seeking to expand their base of younger customers.

From a demographic perspective, TikTok also seems to be more popular among females than males. While males use the platform to watch and create videos, more users are female and attracted to the interests expressed on the platform. For example, TikTok is not particularly attractive to users who may have a strong interest in gaming, which attracts more males.

What content performs best on TikTok?

As the basic description of TikTok suggests, videos are the most popular content on the social media platform. Users love creating and sharing them. The more entertaining the TikTok video is, the more likely it is to be liked and shared by others on the platform. Although YouTube has been offering a video-based platform for much longer than TikTok, what sets TikTok apart is the typically shorter videos created on the platform. Younger users tend to favor the shorter videos, and they can easily be created in a vertical format to ensure that the process fits into how most people use their phones to make videos.

There are still users who are creating lip-sync videos, but original music is also featured on the platform. It’s a great way for an artist to get their music out and to create a fan base. But the creation of non-music videos is increasing in popularity, particularly videos that make people laugh.

Other types of short videos created on the platform include tips for fashion and beauty, cooking demonstrations, sports commentary, and short skits developed by users. Although videos discussing products and services are available on TikTok, the platform’s users don’t really appreciate traditional commercials created and posted in a short video advertisement. Instead, TikTok influencers take the place of traditional advertisements by creating their own videos with their own takes on products and services.

How do TikTok influencers help brands?

What makes TikTok so popular is its appreciation for original content. The most popular influencers are unique in their own way, storytellers who have the ability to attract and retain followers. They use their natural charm and personality to offer their unique perspective on all types of subjects. This is what gains an audience of followers who appreciate the influencer’s candor and genuineness.

When creating a Tiktok influencer marketing campaign, you should trust the influencer you are working with to present your brand in their own voice. You can make sure some basic guidance is offered to help drive outcomes, but leave the rest for the influencer who knows best how to convert their audience into your customers.