5-step guide to Tik Tok influencer placement

An old client who I cooperated with on event marketing three years ago came to me and consulted me about the placement of Douyin influencers . It was the Spring Festival again, and they needed to carry out a wave of marketing activities.

I remember that three years ago, our main new media platforms were Weibo and WeChat. Now, the client has taken the initiative to propose investing in short video platforms. Indeed, we advertise where there is a lot of traffic.

Brands all hope to leverage the mainstream, powerful, and positive influencer effect to bring about the most efficient conversion for their products.

At present, the Spring Festival schedules of the top internet celebrities on Douyin are almost fully booked. I heard that a colleague waited for three days and three nights in Li Xiang’s villa before he got a chance to hang a window display for 300,000 yuan. The competition for influencers on the Douyin platform is also fierce, and the prices are rising.

1. Communicate needs and understand the purpose of the launch first

I asked the client, is the main purpose of this campaign to expose the brand or to promote sales?

If you want to promote products that can go viral on Douyin, the price should be within 50 yuan, 70 yuan is the watershed, and the commission must be above 70% . Just based on this truth, many clients dare not invest. You know the details.

Clients who are mainly looking for brand exposure should consider that based on the video, social, and life fun needs of the TikTok platform, high-quality content should still be the important driving force. They should first think clearly about what subject matter to publish, which influencer accounts to publish it on, and what the rules and requirements are for the publication.

2. Keep up with hot topics and plan content selection

Content selection and planning is very important. It should focus on topics that users are concerned about and discuss a lot. The most fundamental thing is to return to the deep insight into users.

When planning topics, we will predict in advance what users’ attention will focus on over a period of time, for example: 1. Traditional marketing nodes, such as the Spring Festival holiday, e-commerce festivals, and various holidays; 2. Traditional hot topics of public opinion, such as emotional life, workplace work, popular topics, etc.; 3. For current hot topics, we can focus on observing the hot search lists of Douyin and Weibo.

When advertisers use the "TikTok Hot Search List" as a reference for popular marketing topics, a high ranking means that a large number of users on TikTok have seen the hot topics and related content, which is determined by the platform's recommendation mechanism.

If it is implanted into short video creation as content insight, many users have already seen it and have psychological expectations, so it will be difficult for them to pay for the content. So, we usually start with around 10-15 on the list.

3. Integrate resources and select matching talent matrix

Secondly, in order to decide which influencer accounts to target, you need to have the resources and capabilities to select high-quality influencers that match your brand attributes.

At present, the positioning of Douyin influencers and video content are also developing towards verticalization, refinement and depth. There are vertical KOLs in all walks of life, and the content has risen to the spiritual level.

This part will also be the mainstream content of Douyin in the future. It is not enough to be simply "interesting". The content must also be "useful". Only " useful" content has vitality. The so-called Internet celebrities, funny people, and jokes are already amazing to be popular for two years, but the conversion rate and user stickiness are not strong.

A large part of our resource advantage is to help Party A quickly find emerging KOLs and core KOLs in vertical fields, and to cooperate in the early and middle stages of the vertical KOL life cycle, which can effectively reduce the cost of Douyin advertising.

To select high-quality influencers, you need to learn to analyze and judge the influencer's account data. Usually, there are three judgment principles to follow: 1. Whether the influencer's account data performance is high-quality; 2. Whether the influencer's fans overlap. If the overlap of fans of two accounts exceeds 50%, it is best to choose one of the two and do not waste budget; 3. Whether the influencer's content creation is stable.

In this regard, just like with official accounts, the water is quite complicated. Finding a professional new media company will help you avoid many detours and save money.

Judgment is made based on the three principles of "analyzing account data performance", "deduplication" and "content creation" . In particular, in "Analyze Account Data Performance", focus on observing data such as fan likes, playback overflow, fan increase speed, and related costs of Douyin advertising.

Based on these strategies, you can basically screen out expert accounts that meet project needs, have high-quality accounts, and have low fan overlap. Finally, detailed adjustments need to be made based on the degree of cooperation between the influencer and MCN, schedule arrangements, whether they are willing to purchase dou+, etc.

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4. Content creation, refer to the golden formula

Furthermore, there is a golden formula for "short video content creation" for what content to release: a suspenseful, eye-catching beginning - a popular, highly discussed topic - a dramatic structure - middle content with reversals and conflicts - guiding copywriting.

Specific content planning needs to be combined with the brand label, the message you want to convey, and specific analysis of specific cases. This is a technical job.

5. Data analysis, leveraging marketing tools

Of course, marketing tools are also essential. Douyin has a wide range of marketing tools for advertising, such as store promotion, landing page promotion, as well as dou+, Doudian, etc., which can help promote high-quality videos.

Because Tik Tok has unique social relationships, advertisers' marketing videos can also be expanded by allowing similar influencers to like and repost each other's videos, thereby allowing fans of the same tags on both sides to direct traffic to each other.

The quality of video content can be judged through the following data dimensions, such as UV and PV conversion, the ratio of users entering the page and the number of views, conversion effect, landing page clicks and interaction rate , etc., which mainly depends on the data range that the brand can monitor.

Therefore, at the marketing level, when advertisers make Douyin videos, they should focus on the compatibility between product selling points and influencers, and at the same time expand more traffic and achieve fan diversion through Doudian, dou+ and Douyin’s unique social relationships.

The future of Tik Tok marketing, from the vertical classification of influencers to the sublimation of content, reminds brand advertisers that they should keep up with the times and track cutting-edge trends!

Author: Tang Xiaohan

Source: Tang Xiaohan