Looking to incorporate TikTok into your holiday campaigns?
It might help – TikTok has released a new video presentation that looks at key branding and marketing tactics on the platform, and in particular, how brands can partner with creators to help maximize their messaging.
The video, titled “Do you speak TikTok?”, is hosted by Francis Bourgeois, train enthusiast and TikTok star, who examines what people come to TikTok for, what brands they search for in the app and how companies can use them. key trends to maximize their TikTok marketing efforts.
Bourgeois says TikTok provided him with a way to explore and share his passions, in his own way, which has since seen him work on brand campaigns for Gucci, Spotify, ASOS and more.
Drawing on this experience, Bourgeois offers four key tips for brands working with creators:
- ‘Let them express what makes them themselves – As has been reiterated by various influencers and brands who have run influencer campaigns, you should choose your creative partners based on brand match and fit – but then let the creators give their creative take on content, without too many restrictions or directions. If you want outdated brand messaging, you don’t need creators – it’s their us and understanding of their audience that they bring to the table.
- “Collaborate, but never dictate” – As above, being too prescriptive does not allow you to maximize the value of the content creator and will likely limit the results of your subsequent campaigns.
- ‘Lean on their own style and content strength’ – It’s a bit of a theme here, isn’t it? I wonder what bad experiences Bourgeois had to come to these conclusions.
- “TikTok users come to be entertained” – Summarizing the points above (which are really just a big point), Bourgeois says that TikTok users are not on the app to make connections as such, or follow the pages of the mark for the latest updates. TikTok is an entertainment platform, and as such, you need to provide entertaining content that builds on that demand.
Bourgeois then explores some of the key trends in TikTok usage in more detail, including music, and how brands should look to use sound in their clips.
Related to this, the video also includes an interview with musician Lady Leshurr, who discusses how TikTok has helped her grow her fanbase, while also facilitating her own business partnerships.
Lady Leshurr says “uniqueness” is the platform’s biggest selling point, with creative and interesting takes helping to boost the platform’s performance.
The final section of the video includes an interview with creator Dannero, who discusses the importance of visual effects and action in TikTok clips.
There are a few interesting notes here – perhaps nothing groundbreaking, as you’re probably well aware of most of the trends and highlighted notes. But it might help you think about your TikTok marketing approach and what elements you should be looking to include in your videos, or how you should partner with creators.
You can consult the section “Do you speak TikTok?” video here or via the embed above.