07 March 2023 — Merr Fe Painagan
As the digital world advances, so do our modes of communication and social interaction. With the advent of social media, the way we connect with others has become more fluid and dynamic than ever before. And among the latest additions to this technological revolution is TikTok.
TikTok has taken the globe by storm since its debut in 2016, with over 3 billion downloads and over 1 billion active users. The platform has not only become a fixture in its users’ everyday life, but it has also emerged as the most downloaded social networking app worldwide.
In the Philippines, TikTok has quickly captured the attention of the masses, with its short-form video format proving to be an instant hit among the younger generation. The app has become a cultural phenomenon and has significantly impacted the way Filipinos consume and engage with content.
As a platform rooted in user-generated content and authenticity, TikTok presents a vast opportunity for influencer marketing. Brands and businesses can leverage the platform’s massive reach and influence to promote their products and services effectively.
While TikTok has garnered an enormous following among younger audiences and big names alike, some marketers are hesitant to explore TikTok influencer marketing on the platform. However, with TikTok’s rapidly expanding audience and diverse niches, brands can leverage its algorithm to create impactful TikTok influencer campaigns that yield impressive results. If you’re looking to stand out on TikTok, it’s easier than you might think!
In this article, we will look at how TikTok influenced the Philippines and how it’s affecting the social media environment. We’ll also explore the potential of TikTok influencer marketing and how businesses can harness its power to reach a wider audience. So, read on to discover why TikTok is the hottest app on the block!
How TikTok Influencer Marketing Works
So, what exactly is TikTok influencer marketing? It’s a process that involves collaborating with content creators to produce short-form videos that promote your brand. By partnering with TikTok influencers, brands can tap into the marketing power of social proof and brand trust, while avoiding a sales approach.
Although brands can create their own TikTok accounts and post branded content or paid ads, influencer-generated content (IGC) tends to generate more engagement. In fact, studies show that 34% of TikTok users have purchased products because of TikTok influencers. This makes it advantageous for brands to allocate a significant portion of their marketing budget toward IGC. This strategy can help drive engagement and diverse audiences to their brand’s TikTok account or website.
As businesses in the Philippines continue to explore TikTok influencer marketing, it’s crucial to understand how it works and why it’s an essential strategy in the digital age. By partnering with TikTok influencers and creating engaging content, brands can reach a wider audience and drive conversions.
Why Marketers Love TikTok
With more than one billion active users and a unique algorithm, TikTok has become a popular social media platform that offers businesses in the Philippines new opportunities for growth. One of the most significant advantages of using TikTok for marketing is that it provides equal opportunities for creators of all sizes to go viral. Compared to other platforms, TikTok’s algorithm gives content from small creators a better chance of getting discovered by interest-aligned users, without the need to pay top dollar for access to well-known TikTokers.
Marketers love TikTok for several reasons. Firstly, it’s an excellent platform for reaching a younger audience. The app is most popular among users aged 16-24, making it ideal for brands targeting this demographic. Secondly, TikTok’s algorithm makes it easier to get discovered by a wider audience, which can result in significant brand exposure. Additionally, the platform’s emphasis on authenticity and creativity allows businesses to showcase their personality and build brand awareness in a fun and engaging way.
TikTok offers a range of benefits for marketers in the Philippines. Its unique algorithm and broad user base provide businesses with an opportunity to reach a wider audience and drive engagement. By leveraging the app’s features and partnering with TikTok influencers, brands can tap into the power of social media and take their marketing efforts to new heights.
You Can be Popular With a Smaller Budget
TikTok is a platform that offers a unique opportunity for businesses to generate viral content without having to spend big bucks. This is because TikTok’s algorithm places more importance on the quality and relevance of content, as opposed to follower count, unlike other social media platforms.
According to Irina Weisfeiler, the Product Marketing Manager at TikTok, their algorithm prioritizes content rather than a person’s following. This means that any brand or user has the potential to be discovered and seen by millions on the platform.
TikTok’s recommendation method analyzes users’ past engagements, such as videos they have liked and completed, audio clips they have listened to, accounts they have interacted with, hashtags they have followed, and comments they have posted. By using this data, TikTok shows users videos that it believes will interest them, regardless of the creator’s following.
Its Algorithm Enables Marketers to Target More Precisely
With TikTok’s algorithm, small creators have a better chance of going viral compared to other platforms. But even when they don’t, TikTok does an excellent job at showing users content that’s aligned with their unique interests. These pre-segmented audiences are a goldmine for marketers because they allow you to get your brand and content in front of your target audience.
TikTok’s algorithm shows users videos it thinks they want to see based on their past engagements, like videos liked and completed, audio clips listened to, accounts interacted with, hashtags followed, comments posted, creators hidden, and videos marked as inappropriate. Depending on the type of content they generate, creators are your inroad to each of these niche communities.
Marketers that understand their specialty may tap into these segments directly and advertise their brand to target audiences who are interested in comparable content. TikTok’s sub-genres tailored to ultra-niche hobbies, interests, and demographics allow you to get your brand and content in front of your target audience. So whether it’s Hiking TikTok, Musical Theater TikTok, or Dog Training TikTok, creators are the way to reach your specific audience.
How to Integrate TikTok Influencers
TikTok has become a breeding ground for businesses to showcase their brand and content. But with TikTok’s unique algorithm, small creators also have the potential to go viral without having to pay top dollar for access to well-known TikTokers. This is where TikTok influencers come in. They can provide a canvas for less-curated content that is both authentic and engaging for viewers.
Here are some tips and tricks for integrating TikTok influencers into your TikTok strategy:
- Paid Partnerships: Leveraging TikTok influencers for ads provide an opportunity to feature unpolished, authentic content that resonates with viewers. Recognizable faces of content creators that audiences know and love can also stop the scroll.
- Collaboration with Influencer Communities: Partnering with TikTok influencers to start a trend and get their community engaged with your brand is an effective way to maximize TikTok’s potential. Aerie, for example, was able to create a trend and drive digital sales up by 75% in Q1 by partnering with niche influencers like Charli D’amelio.
- Product Reviews: Product reviews are one of the common types of content shared organically on TikTok. They can also easily transfer into a paid relationship. Encouraging influencers to ask questions and stitch their audience’s responses can be a useful tool in product reviews.
- Influencers as Content Creation Funnels: Instead of creating content themselves, some brands are solely choosing paid partnerships for in-feed content. Influencers like @rod, who primarily post about corporate life as an anxious millennial, can bring a sense of humor and accessibility to your brand.
Integrating influencers into your TikTok strategy can be challenging, but savvy brands can stay ahead of the game by leveraging some or all of these tactics or coming up with new ways to work with creators.
Final PopStar Tip
TikTok has become a cultural phenomenon in the Philippines, attracting a younger generation and significantly impacting the way Filipinos consume and engage with content. The platform provides businesses with an opportunity to leverage the massive reach and influence of user-generated content to promote their products and services effectively. TikTok’s algorithm offers equal opportunities for creators of all sizes to go viral, making it advantageous for brands to allocate a significant portion of their marketing budget toward influencer-generated content. The platform is ideal for businesses targeting a younger demographic, and its emphasis on authenticity and creativity allows brands to showcase their personality and build brand awareness in a fun and engaging way.
TikTok’s algorithm enables marketers to target more precisely, making it easier to get discovered by a wider audience and drive engagement. TikTok offers a range of benefits for marketers in the Philippines, and its unique algorithm and broad user base provide businesses with an opportunity to take their marketing efforts to new heights.
Send us a message or contact our Team at contact@pop-star.me for more information on how PopStar can help you in your TikTok influencer marketing.
