The global pandemic has forced brands around the world to cut their marketing budgets.
As a result, TikTok influencer marketing deals have been postponed or canceled. This is not only to save money but also to avoid appearing insensitive or ignorant to COVID-19’s impact.
However, more and more people are using the app than ever before. Since naming Omnicom’s PHD as their global media agency last year, TikTok’s user acquisition in Q1 has been extraordinary (especially in a period where most businesses are struggling). They surpassed 2 billion downloads at the end of April.
With these kinds of numbers, it seems like a wasted opportunity for you to not look into hiring a Tiktok marketing agency right now. Here's a list of suggested agencies.
COVID-19 allows your marketing team to experiment with TikTok influencer marketing
For the first time, established marketing teams are unable to plan their marketing strategy 3-6 months in advance. Your initial influencer marketing plans for Q2 and Q3 may have been ripped up by now.
Although we’re all in uncharted territory, this gives you more freedom to experiment. With that in mind, you may consider revisiting your social media influencer strategy and adding more emphasis to TikTok influencer campaigns.
Social media engagement has increased by 61% during the global pandemic. And, as mentioned previously, TikTok has seen large increases in user acquisition.
It seems that in order to stay connected with the outside world, people have turned to social media (and one platform is leading the way). So, now’s your chance to experiment with that.
You can use TikTok influencer campaigns to educate your followers
As we previously touched on, the big challenge in using TikTok influencer marketing right now is setting the right tone and messaging.
Audiences are flocking to social media for entertainment but also to be educated on COVID-19. You should ask yourself, “How can my brand uniquely help my audience during this time?”
An example of this is Proctor and Gamble launching a TikTok influencer campaign with Charli D’Amelio. Charli is the most-followed influencer on the platform with over 51 million followers. Their #DistanceDance campaign, which promotes social distancing and raising money for charity, has been a big success.
This is a great COVID-19 TikTok influencer campaign for a few reasons:
- It’s a brand trying to educate their audience on ways to prevent the virus.
- It uses a high-profile influencer from the app.
- The ad encourages audience participation and engagement on TikTok.
You can also achieve these benefits for your brand through a well-thought-out TikTok influencer campaign.
It’s important to choose the right TikTok influencer
For Tiktok influencer marketing to really work during COVID-19, you need to be selective about which influencers you work alongside.
There are TikTok micro-influencers for every single niche. However, it’s important to find one that can appeal to your audience and aligns with your brand identity.
Why is this important?
- Limited marketing budgets - While it’s cheaper to approach a TikTok Creator Agency than traditional content creators, you still need to make sure you aren’t wasting money on influencers that aren’t going to help your marketing efforts.
- Negative repercussions on brand identity - If you hire an influencer who doesn’t align with your company’s or audience’s values, it could damage your reputation.
We recommend that you take a look at your audience, your niche, and brand personality thoroughly before pursuing an influencer partnership.
For example, if you’re a makeup company whose target audience is females between ages 13-17, you probably want to approach a TikTok influencer in that age group who does makeup tutorials and Q&As and has the same tone in their messaging as you do.
In these times, it’s natural to feel the need to dial back on your marketing efforts. Hiring a TikTok marketing agency will allow you to continue to reach your audience without blowing your budget.
If the right influencers are chosen and the right tone is struck, you have the chance to engage with your audience, help them through this crisis, and put your business in a better position during and after COVID-19.
If you want a chance to connect with the right influencer on TikTok, get in touch with a TikTok creator agency.