Care to give your holiday campaigns a TikTok makeover? If so, then this could help – TikTok just published a new video overview that looks at key brand and marketing tactics on the platform, and in particular, how brands can collaborate with creators to help maximize their messaging.
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The video, titled ‘Do You Speak TikTok?’, is hosted by TikTok star and train enthusiast Francis Bourgeois, who looks at what people come to TikTok for and what they’re seeking from the many brands in the app. The video also looks at how businesses can use these key trends to maximize their TikTok marketing efforts.
According to Bourgeois, TikTok has provided him with a means to explore his share of passions, in his own way, which has since led to him working on brand campaigns for the likes of ASOS, Gucci, Spotify, and more. Based on his experience, Bourgeois offers brands four (4) key tips for working with creators:
- ‘Let them express what makes them them’
The same sentiment has been reiterated by various other influencers and brands that have run influencer campaigns. You have to choose your creative partners based on brand match and suitability, but also let creators give their take on the content without too much restriction or direction. Dump creators altogether if you want stale, non-connective brand messaging.
- ‘Collaborate, but never dictate’
Same with the prior tip, being too ‘prescriptive’ won’t allow you to maximize the value and distinction of creator content. Providing too much instruction would likely limit the results of your subsequent campaigns.
- ‘Tap into their own style and strength of content’
It would seem that Bourgeois is keen to let us know that you must not try and stifle what creativity and inputs your partners have. After all, what’s joint content if one is set to only conceptualize and the other to create, make sense?
- ‘TikTok users come to be entertained’
Bourgeois says TikTok users are not on the app to make connections as such or follow brand pages for the latest updates. TikTok is an entertainment platform and as such, you’ll need to provide entertaining content that would then lean into demands.
Bourgeois then goes on to further explore a couple of key trends in TikTok usage, including music and how brands should make use of sound in their clips. Speaking of sound, the overview also features a quick interview with musician Lady Leshurr, who discusses how TikTok helped her grow her fan base and facilitate her own commercial partnerships. According to Leshurr, ‘uniqueness’ is a key selling point, with creativity as a great performance driver.
The last section of the video includes an interview with creator Dannero, who discusses the importance of visual effects and action in clips. Think of a newer, slightly more edgy Zach King.
The Wrap
These are some interesting notes, nothing to like when man first invented the wheel, but these insights could at least help get you thinking about your TikTok marketing approach and what elements you should look to include in your videos, as well as how you should go about partnering with creators.
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