Did you know that TikTok has over 1 billion users worldwide, with 150 million of them in the US alone? Linqia is an official TikTok Marketing Partner, and as our recent data release shows, the number of TikTok campaigns executed by Linqia partners doubled from 2021 to 2022.
TikTok is constantly changing, and we’ve got some tips and tricks from their Creative Partner Day that took place in LA last week. Below are the five main takeaways from the event for brands and agencies who want to stay ahead of the TikTok game.
- Authenticity vs polished content
TikTok has a unique culture that values being genuine and relatable. Working with influencers who embody this culture tends to perform better than overly polished or scripted content. Building trust with audiences on TikTok means prioritizing authentic and relatable content.
- TikTok vs TV performance
According to data presented at the event, TikTok creative outperformed linear TV in terms of view-through rate by 91%, engagement rate by 83%, and the number of completed views by 25%. It’s clear which format people are most engaged with.
- Engage audiences with music
TikTok’s Chris Marion, who works in Commercial Music Development, shared that creators and brands gain access to over 1 million pre-licensed songs via TikTok’s Commercial Music Library. Brands can work with influencers to incorporate music from TikTok’s commercial library or create original songs by partnering with artists (check out our Alka Seltzer Hangover activation with T-Pain).
- Trust influencers to create but optimize the content for paid
Influencers have large followings because they know what resonates with their audiences. However, testing and optimizing content is crucial for ensuring that campaigns are performing at their best. Brands can use data and insights to refine their content and messaging and make informed decisions about which pieces of content to amplify in paid media. TikTok’s Creative Center is a great place to identify best practices in ads so you can best optimize creators’ content for paid media.
- Collaboration between brands and influencers
Technology can play a critical role in enabling collaboration between brands and creators on TikTok. Tools like workflow management platforms, content libraries, and analytics dashboards can help streamline the creative process and ensure that campaigns are performing at their best. Lucky for you Linqia is an official TikTok marketing partner, and our Resonate technology has all of this built-in.
All in all, the TikTok Creative Partner Day showcased the platform’s unique culture and creative potential and provided valuable insights and best practices for those looking to succeed in the world of TikTok influencer marketing. By prioritizing authenticity, testing and optimizing content, and leveraging the platform’s unique features and tools, brands can create engaging and effective campaigns that resonate with audiences and drive results.