Penningtons is a Canadian fashion retail store specializing in plus-size women’s clothing. In order to increase its popularity, Penningtons has partnered with Alicia Mccarvell, a well-known Canadian KOL.

During the collaboration, Alicia Mccarvell tried to give the audience a more direct look and feel in the form of drag in order to better showcase Penningtons’ summer swimwear. She also shared the story of how she gained the confidence to put her swimsuit back on.

According to the brand’s internal metrics, content on TikTok receives 53% more comments, 18% more likes and 55% more views than on other platforms.

This event was very successful. TikTok has great influence around the world. TikTok + influencer marketing has naturally become the “traffic password” for brands to go overseas.

So for overseas brand sellers, what are TikTok’s influencer marketing methods?

A. Short video creative content marketing

1. Open-box evaluation mode

This model is very popular among users on TikTok and is a relatively common cooperation model. The essence of the unboxing video is a fun version of product introduction and experience. Generally, sellers send products to cooperating influencers, and describe their true evaluations through influencers, rather than bluntly advertise.

Although it is just a simple unboxing video, it can show the details more dynamically, allowing the audience to know the features and usage of the product more intuitively.

If it is a technology product out of the box, consumers are more concerned about practicality. The professionalism and verticality of celebrities are very high, so the focus of the evaluation is not only the appearance of the product, but also a detailed explanation of the core functions of the product.

2. Scene implantation

One of the most natural ways for influencers to integrate products into their TikTok videos is through episodic or life VLOGs.

Situational plot: The influencer caught the audience’s attention by telling stories, working life, home life, and daily life with babies, and interspersed with some advertisements.

Life VLOG: Influencers can usually do it through morning or daily videos. Influencers will lead the audience through their day, and use products or services as part of their videos.

The effectiveness of this method is that it is organically combined with the content of the influencers, which not only increases the audience’s interest in the product, but also increases the brand power.

3. Talent show

TikTok user age group: About 50% of the global users are under the age of 34. On this short video platform with a large proportion of young people, talent shows such as dance, fitness, and music are very popular among the public. And the follower stickiness of such celebrities is often very high.

Charli D’Amelio has continuously uploaded videos of her own dance choreography on TikTok. In just over half a year, she has gained more than 50 million followers. The videos basically start with tens of millions of views.

In 2019, D’Amelio performed a cover of K Camp’s song “Renegade,” which became the biggest hit of the month.

The parent company of a braces brand sought D’Amelio for promotion in 2020. The stock price has risen by 40% in two days, and the number of young people wearing braces has increased by more than 25% year-on-year.

4. Comedy sketches

People love to laugh, and some brands, like GEICO, are great at turning boring topics into funny ads that impress.

Comedy KOL Caleb Glass from CalebCity does a hilarious skit where he asks psychics to prove their abilities by guessing what he ate that day. If the psychic’s answer is correct, he agrees to commission the psychic to find the hidden legacy and split the money equally with them.

The psychic guessed all the correct foods, but assuming that such a good dish had to be cooked by a chef, Glass put the sponsored product “Devour Foods” on the table and told the psychic they were wrong because the dish was prepared in the microwave of.

A fierce competition ensues, and the video ends with a product showcase.

Here’s why this video works: It makes the point that microwaved food can’t be delicious under completely different circumstances. Brands with playful identities can choose comedy influencers to promote their products.

B. Tag Challenge

Compared with live shopping, the challenge is less difficult, more reproducible, and has a high spread rate, and it is easy to set off an upsurge. According to statistics, 80% of TikTok users like to participate in the challenge.

Influencers participating in the label challenge can not only show the value of the brand, but also improve the effect of the brand.

Trendy shoe brand Aldo

To reach a larger audience, Aldo launched a #StepintoLove branded hashtag challenge by recruiting TikTok influencers, hoping viewers would watch and share videos of their favorite Aldo shoes and then dance confidently in them.

Led by influencers and viral on the TikTok platform, the hashtag reached billions of people across the United States within 60 days of its launch, generated billions of video views, and sparked millions of video creations. Not only gain the popularity of the popular brand, but also prompted users to buy the brand’s shoes.

Clothing brand Guess

In 2018, in the fall series of marketing activities of Guess brand, Guess hopes to present the brand connotation of brand confidence, personality and adventurous spirit, and invites 4 KOLs to participate in the #InMyDenim challenge, and guides the audience to show their unique denim clothing characteristics through shooting videos.

During the 6-day campaign, #InMyDenim achieved more than 55,000 user-generated videos, 10.5 million video views, a 14.3% engagement rate, and an increase of more than 12,000 followers on the Guess account on TikTok.

Beverage brand Pepsi

In 2020, Pepsi found that it could not reach consumers through the usual live events, so it aimed at the platform of TikTok, invited 5 top musicians to sing an old song in the way of today’s young people’s taste, and invited active KOLs on TikTok Hashtag #SileriSiAzi to show off your favorite party dance moves with the newly released BGM.

The summer party was a huge success, with tens of thousands of local TikTok users sharing their creative dance with more than 102 million views.

C. Advertising

On TikTok, you can not only use celebrities to attract traffic to get free traffic, but also promote it together with paid traffic. At present, the mainstream paid advertising types of TikTok include open-screen advertising, In-feed, sticker advertising, etc.

Brand Takeover: It refers to the advertisement that appears when TikTok is just opened. It has a strong visual impact. You can add links to guide users to internal or external websites, which is conducive to brand promotion and marketing. On top of that, Brand Takeover only accepts delivery from one advertiser a day.

TopView: Very similar to Brand Takeover, you can add links to guide users to internal or external websites. TopView is the only ad format that can use up to 60 seconds of video material, and supports users to like, comment, and forward and other interactive behaviors, which can establish a deep connection with users.

In-feed Ads: Refers to the advertisements that users push through the video. Compared with open-screen advertisements, the cost of in-feed advertisements is much lower. It is suitable for small and medium-sized brands who want to increase their fans or increase their stickiness. Enterprises launch.

Sticker ads: Brands can create stickers or filters that match their own brand tonality. The features of stickers are mainly to increase participation in a fun way. Users can choose your filters or stickers when posting videos to increase brand exposure. , and can better highlight the selling point advantage of the brand side.

car brand red flag

In June 2019, when the first luxury B-class SUV-HS5 of Red flag brand was launched, TopView advertisement was selected, which achieved 100 million+ super exposure, 1200W total clicks, and 31% ultra-high interaction rate. Within a week, FAW Red flag Blue V The number of followers increased by 220,000, realizing the effective precipitation of social assets and showing the marketing value and results of TopView advertising.

German sports brand PUMA

PUMA is delivered in the form of In-Feed advertisements. The advertisements also incorporate cool and complex animations and visual effects, which enhance the appearance of the product and make the video more attractive to TikTok users. After users swipe, a guide label will appear, click Then you can jump to the landing page.

PUMA’s three In-Feed ads reached more than 20 million users in the UK, with a 26% effective view rate, a huge 3.9 million views in 2 seconds, and met the brand’s campaign budget at a cost of £0.99/CPM.

Apparel brand Stradivarius

Stradivarius has launched a new service – Stadishopers TV, in order to increase awareness and exposure, Stradivarius uses TopView and In-Feed Ads two very effective advertising formats for branding Marketing.

The campaign turned out to be a huge success, with an average viewing time of 14.02 seconds, an engagement rate of 16.21%, and more than 12,000 new fans in two days.

Accounting Software Quickbooks

Quickbooks is a foreign accounting software. It has designed an exclusive brand special effect on TikTok. This special effect is clearly highlighted on the screen with white characters and a green background: BACK SMALL BIZ, which is transformed with the emotional BGM, the participants With the BGM doing the victory pose. In the upper left corner is a green ribbon with a Quickbooks icon.

D. TikTok celebrities live streaming shopping

Compared with short video delivery, live streaming shopping is more interactive, and the purpose of stimulating user consumption is stronger. Due to the trust and love of followers brities, most followers will buy corresponding products because of the recommendation of celebrities.