Maximizing TikTok’s Viral Potential with Influencer Marketing

Discover how to harness the power of TikTok and leverage influencer marketing in this article. As one of the most popular social media platforms in the Philippines, TikTok has captivated users of all ages with its short-form videos and diverse content. Whether you’re an aspiring influencer or a brand, TikTok provides a unique opportunity to connect with your target audience. Dive into the dynamics between TikTok and influencer marketing to revolutionize your digital strategy! What is TikTok and How it is Popular in the Philippines? TikTok, the Chinese-developed social networking service (SNS), has taken the Philippines by storm. Launched in 2016 by ByteDance, TikTok allows users to create and share short videos synced with music, ranging from 15 seconds to 1 minute. Its visually captivating content and catchy appeal have struck a chord with the younger generation. With around 70% of users in the Philippines being under 30 years old and half falling within the 16 to 24 age range, TikTok has become the go-to platform for entertainment, self-expression, and global connections. As TikTok’s popularity soars, marketers have seized the opportunity to leverage this vibrant platform. Its user-friendly interface, robust creative tools, and trendy challenges have made it an appealing channel for brand promotion and advertising. Marketers recognize the potential of TikTok to reach and engage a diverse audience, capitalizing on its viral nature and shareable content. Consequently, TikTok has become a significant player in the Philippines’ digital landscape, prompting businesses and marketers to integrate it into their marketing strategies. By tapping into TikTok’s visual storytelling, creativity, and user-generated content, brands can establish personal and interactive connections with consumers, cementing TikTok’s importance in the realm of Philippine social media. Benefits of Influencer Marketing on TikTok In the realm of social media, influencer marketing has become a prominent strategy, and TikTok offers unique advantages for brands looking to tap into this form of advertising. Here are the benefits of leveraging influencer marketing on TikTok, one of the popular social networking services (SNS) in the Philippines. Enhanced Information Spread: TikTok possesses a remarkable ability to amplify the reach of marketing messages. While platforms like Twitter and Instagram rely heavily on the number of “likes” and followers to determine post visibility, TikTok’s algorithm focuses on the evaluation of individual videos. With its recommendation display function, TikTok automatically showcases videos that align with users’ interests, significantly increasing the chances of capturing their attention. The evaluation factors include the video’s play count, high completion rates, longer viewing durations, and a substantial number of “likes.” Unlike other SNS platforms, even users with a smaller follower base can experience an increase in content visibility and reach, widening the range of potential influencers to collaborate with. Minimized User Discomfort: TikTok’s short video format, coupled with its seamless transition from one video to another, creates a user experience where individuals tend to watch videos in succession until the end. As a result, advertisements on TikTok blend seamlessly with the user-generated content, making them less intrusive and reducing user discomfort. Additionally, TikTok does not employ mandatory ad viewing before video playback, unlike platforms such as YouTube, thereby minimizing user aversion to ads. Elevated User Engagement: While other SNS platforms may have features like likes, comments, and hashtag usage, TikTok boasts a relatively high user engagement rate compared to Twitter and YouTube. Merely watching a video on TikTok often leads to further actions, such as conducting searches or exploring related content. Studies indicate that approximately 20% of TikTok viewers take action after watching videos. The higher the engagement rate, the greater the likelihood of your video being recommended and generating more views. Thus, it is crucial to create compelling and captivating content that strongly piques the user’s interest. By leveraging influencer marketing on TikTok in the Philippines, brands can benefit from its distinct features, including the platform’s innate ability to amplify content reach, the reduced likelihood of causing user discomfort, and the platform’s high user engagement rate. Incorporating TikTok influencers into marketing strategies presents an opportunity to connect with the target audience effectively and drive meaningful outcomes. Disadvantages of Implementing Influencer Marketing on TikTok Despite the numerous benefits of influencer marketing on TikTok, it is important to be aware of the potential disadvantages that come with this strategy, especially in the context of the Philippines. Here are the drawbacks of leveraging influencer marketing on TikTok and using its associated tools. Challenges in Direct Sales Conversion: TikTok users typically show less receptiveness to videos that explicitly encourage product purchases, making it challenging to directly link influencer marketing efforts to immediate sales. However, by collaborating with influencers who create videos that resonate with your target audience, even if they are not directly endorsing products, you can still enhance brand and product recognition while improving your company’s image. Although this approach may not result in immediate sales, it can contribute to achieving your overall marketing goals by establishing a stronger brand presence. Limited Target Audience: As mentioned earlier, TikTok’s user base predominantly consists of young people, and the majority of influencers on the platform also fall within this demographic. This limitation may not be ideal for companies seeking to target a wider audience range. TikTok influencers are most effective when promoting products aimed specifically at young people or when a company has different target groups for each product, with the intention of reaching the younger demographic. Copyright Considerations: TikTok’s appeal often lies in the unique combination of music and videos, as well as the use of popular songs that keep users engaged. While using trending songs can potentially attract a larger audience, it also carries the risk of copyright infringement. It is crucial to exercise caution and ensure that the songs used in TikTok content comply with copyright regulations. TikTok provides a library of songs that have resolved copyright issues, making it essential to use authorized songs to avoid legal complications. When collaborating with influencers, it is important to be diligent in verifying the copyright status of the music they use in their videos. Understanding these disadvantages can help businesses make informed decisions when implementing influencer marketing on TikTok in the Philippines. While challenges in direct sales conversion, a limited target audience, and copyright concerns may exist, mitigating strategies can be employed to maximize the benefits and navigate these potential drawbacks effectively. Recommended SNS Platforms for PR When it comes to PR, different SNS platforms offer unique advantages. Here’s a concise comparison: TikTok: Ideal for targeting a young audience with short, entertaining videos. Avoid overt ads and focus on natural content that aligns with users’ interests. YouTube: Versatile platform for posting longer videos, appealing to diverse age groups. Consider influencers to narrow down the target audience for effective PR. Instagram: Visual-focused SNS popular among women in their 20s. Great for fashion, cosmetics, and driving direct purchases through influencer posts. 3 Effective Ways to Promote Influencer Marketing on TikTok Incorporating influencer marketing on TikTok can greatly benefit your brand, but it’s essential to choose the right approach that aligns with your company’s goals and resources. Here are three effective ways to proceed: In-House Influencer Marketing: This method involves directly selecting influencers who are suitable for your target audience and campaign objectives. By managing influencer marketing in-house, you can save costs associated with hiring external agencies. It allows for greater control in selecting influencers who align with your brand image, and the flexibility to make adjustments based on campaign performance. However, it’s important to note that in-house influencer marketing requires significant time and labor investment, including influencer selection and management. Additionally, executing successful influencer marketing in-house may require solid expertise to avoid potential issues such as stealth marketing. Utilize Matching Platforms: Using a matching platform that houses a wide range of registered influencers is another effective approach. These platforms enable you to search for influencers who best fit your company’s target audience and manage the campaign internally. While there may be costs associated with using matching platforms, they provide a reliable means of finding suitable influencers compared to individual search efforts. However, it’s crucial to remember that even with a matching platform, specialized knowledge and know-how are still necessary for effective management and operation. Engage Advertising Agencies with Expertise: Partnering with an advertising agency like PopStar Philippines allows you to leverage their accumulated knowledge and expertise in influencer marketing. These agencies possess extensive experience from handling numerous influencer marketing campaigns. They can assist you in various aspects, including influencer selection and planning of effective measures, leading to stable and impactful marketing outcomes. Engaging an agency incurs a service fee, but it is highly recommended, especially for companies new to influencer marketing or those lacking the internal resources to execute campaigns independently. Final PopStar Tip: In conclusion, TikTok offers a powerful platform for influencer marketing in the Philippines. With its captivating short-form videos and wide user base, brands can connect with their target audience and enhance their digital presence. While challenges exist, such as direct sales conversion and a limited target audience, they can be overcome through compelling content and strategic influencer selection. Consider in-house marketing, matching platforms, or partnering with advertising agencies to maximize the impact of your influencer campaigns. Embrace TikTok’s potential and revolutionize your digital strategy in the Philippines. Send us a message or contact our Team at contact@pop-star.me for more information on how PopStar can help your TikTok influencer marketing here in the Philippines.