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Buy it on Amazon : https://amzn.to/3vKrL49
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Before we begin...
The idea to write this book began when one of our clients
came to us for advice on how to exploit TikTok’s
extraordinary potential. It made us want to share our
expertise on a social network that has become so popular
it is now a must-have for communication.
This book is intended to be a “creative guide”; here you
will find the key concepts to understanding influencer
marketing strategies to launch your brand’s next social
media campaign on TikTok, complete with creative and
strategic recommendations to reach a new audience.
The first section is meant as an introduction to the
potential, the growth and unique social codes and forms
of this new social media giant. The second and main
section offers a collection of ideas and devices to deploy
on TikTok; generic video formats that we’ve identified
and that you can use as inspiration for your future social
media marketing campaigns. In the third and final
section, we encourage you to go the extra mile thanks to
some “boosters” for a successful campaign.
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Before we begin...
3
PREFACE
8
TIKTOK AS SEEN BY A TIKTOKER: MATDEUH
8
SECTION 1 - Introduction
10
TikTok: the rise of a new social media staple
10
Key figures to keep in mind
12
Why TikTok?
14
The new must have social network
14
The TikTok style
15
The specificities
16
TikTok and influence marketing
18
Opportunities to grasp
20
3 good reasons to get on TikTok (if you’re not
already there):
20
1) The success of brands who are on it, even
without followers
21
2) The opportunity to show a new facet of your
brand
21
3) The possibility to experiment
22
The goals of a TikTok influence campaign
22
What you need to know before getting started
23
Working with influencers
25
Keywords:
25
SECTION 2 – Campaign ideas
50 TikTok campaign ideas
28
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4
1 The hack
2 Product presentation
3 Questionnaire
4 Singing and dancing animals
5 Would you dare?
6 Documentary
7 Say it with a song
8 Expert recommendation
9 Evergreen
10 Upcycling old campaigns
11 Recipes
12 Pro versus amateurs
13 Retelling of a fairy tale
14 Point of view (POV)
15 Comparison
16 Tutorial
17 The “reveal”
18 Change of outfit
19 Mini interviews
20 Couples
21 Your product seen differently
22 Behind the scenes
23 Dance challenge
24 Special effects
25 Generations
26 The riddle
27 Picturesque
28 Hashtag Challenge
29 Glow up
29
31
33
35
37
39
41
43
45
47
49
51
53
55
57
59
61
63
65
67
69
71
73
75
77
79
81
83
85
5
30 Glow down
31 Duets
32 Duet tutorial
33 The musical
34 Provocation or ‘badvertising’
35 The miniseries
36 Live video
37 Live shopping
38 Morphing or appearance changes
39 Pranks
40 TikTok houses
41 Educational content
42 Split screen
43 Reproducing a meme
44 Scenes from everyday life
45 Stitch
46 Alternatives
47 What is it?
48 Top 5
49 Swap
50 Countdown
SECTION 3 – Taking your campaign idea a step
further...
Boosters
Contests
Promo Code
Tap to go to another video
Reply to a comment
87
89
91
93
95
97
99
101
103
105
107
109
111
113
115
117
119
121
123
125
127
129
129
129
130
131
133
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Community/multiple influencers
134
Paid
134
Branded effects
135
In-feed
136
Branded hashtags & Branded Hashtag
Challenge Plus
137
Brand Takeover
138
Top View
139
Optimize your content
141
Focus on…
143
The music
143
The algorithm
144
How does the “For You” page work?
145
Publicity: TikTok Ads
146
The influencers
148
The alternatives/competitors
150
Instagram Reels
150
YouTube shorts
151
Snapchat
152
Managing your campaign
153
1. Collaborate with the right influencers 153
2. Monitor the right performance indicators
154
3. Get the right tools
154
Legal notice
155
CONCLUSION
157
7
PREFACE
TIKTOK AS SEEN BY A TIKTOKER:
MATDEUH
“I am a TikTok dinosaur: I started the adventure 3 years
ago when TikTok was still Musical.ly! For me, TikTok was
above all a creative outlet that answered my video
creation needs. I was attracted by the anonymity, the fact
I could make videos without feeling the pressure of
acquaintances who followed me on more "traditional"
networks. One month after I started, I woke up one
morning and saw that one of my videos had created a
buzz and generated 2 million views (it was scary at the
time!) and two days later another one went viral with 20
million views... I had taken up some challenges, but using
my style, my special effects and my humor, my 'wow'
factor, and it worked. That's when I realized how big this
platform was.
TikTok is more creative than other networks because
there’s always a new trend, a new style of video that
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everyone will pick up on and add their own touch to. It's
something you don't find on other social networks: this
universe, this ecosystem based on music and challenges.
TikTok's style is to play with its forms and codes: the
features, the challenges and the music. You have to
manage to mix the 3, with a good concept in mind,
adapted to TikTok. Stick to the TikTok ecosystem, that's
the secret!"
9
SECTION 1 - Introduction
TikTok: the rise of a new social media
staple
If we’re so interested in TikTok to the extent that we’re
dedicating an entire guide to it, it’s because never before
has a social networking platform been so popular in such
a short period of time.
It all began with Musical.ly. The Chinese application
launched in 2014 was acquired in 2017 by Bytedance LTD
and turned it into the Chinese platform, Douyin, to
create, edit and post short videos under 60 seconds. For
the rest of the world, it became known as TikTok.
Thanks to the inventiveness and boundless energy of its
users, TikTok is now at the heart of digital creative trends.
An entertainment rather than a lifestyle platform, its
tone is fun and the result is addictive. By allowing people
to express their creativity directly from their cell phones,
TikTok has reached a worldwide stage, and its audience
continues to grow and diversify each and every day.
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How it works: the “For You” page
Each social network has its own flagship role. On TikTok,
it's all about entertainment and discovery. The app will
do everything in its power to generate content and push
you to consume it!
On most social networks, the first step is to build a
network. On TikTok, it's the content that counts – indeed,
the user here is called the "creator". Whereas on
Facebook your news feed is empty at the beginning and
fills up as you add connections, on TikTok everything
starts with infinite content suggestions that adapt to you
over time without the need to have friends on the
platform. Instead, TikTok encourages you to move from
one group to another, from trend to trend, from
temporary friend to temporary friend. Feedback is
instantaneous and can go viral. Like a dating app, you
swipe vertically to move from one video to the next,
regardless of whether the creator is a friend or a
stranger, because it's your reaction to the video that
matters.
The first thing that appears on your screen when you
open TikTok is its famous "For You" page filled with
videos the algorithm has selected for your benefit
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specifically – based on the content you like to watch and
create – that never fail to amaze, entertain, and inform.
Getting your content onto this "For You" page has
therefore become the major challenge for brands and
creators on TikTok, and a key success factor for the
platform. Brands are looking to increase their exposure
on TikTok, as there is no need to be a subscriber to an
account to see their videos.
Key figures to keep in mind
The list of companies active on TikTok is increasing each
day. This is not very surprising, as it's a social network
with exponential growth! Who wouldn’t be tempted to
reach a constantly growing, highly engaged audience?
●
3 billion downloads
It's the most popular app on the App Store since 2019.
The words "TikTok" and "Tik Tok" are the third most
searched in the YouTube search bar.
●
689 million monthly active users
worldwide
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What took Instagram 6 years, TikTok achieved in 3. This
puts TikTok in 7th place among social networks, ahead of
Snapchat, Pinterest, and Twitter which have been around
for much longer. TikTok benefited from the lockdown
effect: in less than a year, the platform doubled its
number of users in Europe and tripled its MAU (Monthly
Average Users) in France! Moreover, France is the
second country (after the UK) with the largest number of
users in Europe.
●
52 minutes on average spent on
TikTok daily.
And in France this figure rises to 68 minutes. This is
probably due to the fact that 90% of users go on TikTok
several times a day (12 times on average for the French),
and spend about 8 minutes each time they open the
application! A study shows that over a month's use, 68%
of users view other creators' content, and 55% create
their own videos (Globalwebindex, 2019). More than 1
billion videos are viewed every day on the platform.
●
45%
exclusive
audience
with
Instagram
And 36% with Snapchat. In France, 70% of users are over
18 (that is, 10 million) and 6 million are over 25.
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●
15 billion impressions
That's the number Ocean Spray got in less than a month
after their product was featured by skateboarder Nathan
Apodaca (@420doggface208) – and all completely
spontaneously, without Ocean Spray even asking!
Why TikTok?
The new must have social network
TikTok has become the creative El Dorado for digital
natives. The platform has earned the trust of its users,
giving them a space for authentic, raw and effective selfexpression. Thanks to its unusual, highly impactful and
extremely varied formats, the platform embodied by
creative profiles is reinventing and democratizing
communication on social networks. This user base
represents a massive and unique audience. Although it is
still the younger generations that spend the most time
and generate the most volume in terms of video creation,
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Gen Z now represents only a third of an audience that has
dramatically grown, especially during the lockdowns. In
fact, the March 2021 statistics for platform usage in the
United States show that while younger generations
remain the most active, the audience is unique and
varied: 25% of users are between 10-19 years old, 22%
between 20 and 29, 11% over 50 years old...
On TikTok, there are no good or bad profiles, no closedcontact lists. TikTok offers endless possibilities and
challenges everyone's freedom of expression. You can
create content alone, in pairs, by copying and adding to
an existing video, for your friends, or in response to your
friends, join a challenge or act out a hashtag or a song,
use effects, create effects. The diversity of content is
dazzling. Far gone is the time when we could only find Lip
Syncs, musical performances made by teenagers. You’ll
see dance and music, yes, but also humor, art, cooking,
beauty, sports, tech, travel, education... The types of
campaigns are numerous and varied and can be
mediated with great success. This book is a guide to
help you navigate the maze of possibilities offered by
TikTok.
The TikTok style
TikTok is an ecosystem for creation, with its own forms
and a very "native" style. A breath of fresh air with a
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good-natured tone. But its specificities mean that what
works for this platform does not work for others and vice
versa. The success of a video on TikTok is based on its
respect of the TikTok style and framework. Thus, you will
have to understand the style of the platform to make an
appropriate video, so what you have published on other
networks may not work here!
"Real people, real videos", reads TikTok’s slogan. TikTok
demands we show ourselves as we are, with no
artificiality. Unlike other platforms, we show ourselves as
we are, without any artificiality, in the middle of our
living room, in our bedroom or kitchen, in leggings or
even in pajamas. Completely in the spirit of viral content,
TikTok asks for originality, naturalness, and spontaneity.
This doesn't mean distorting your brand identity but
most likely adopting a lighter tone to increase your
exposure if you target a younger audience. We’re far
from the glamour of Instagram or Facebook photos in
idyllic environments…
The specificities
Our user manual:
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●
Creative content: content content
content... we can't say it enough. On TikTok, it’s
the content that takes precedence over the
creator. The platform does not highlight the
videos of users with the most subscribers but
instead the content created, which must be short,
funny, original, and punchy.
●
Music: apart from the format,
music is the other key element that defines
TikTok. In Musical.ly's DNA, the image is designed
around the sound, whether it's a trendy song or a
humorous soundtrack from a movie, a skit, or a
TikTok video gone viral.
●
Dynamic of re-production and
transformation: TikTok has taken over from Vine
and has become the platform best suited to
making and re-working memes. With the
opportunity of making videos in pairs (called
"duets"), the customization of videos, the use of
music, the appropriation of existing videos, and
the possibility of exporting them to other
platforms, TikTok is part of this memetic logic that
makes its potential viral and trendsetting. Users
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are inspired to reproduce and transform the
videos of other users, adding their own touch to
make the videos their own.
●
Transitions and quirky humor:
TikTok videos have rhythm, they create an
expectation that ends with a sudden and
unexpected turn. The element of surprise and
rapid transformations, (self)mockery and raw
authenticity are part of the platform's unique
tone. TikTok has incorporated these into its
filters, which are of vital importance to its users.
Without them, the videos would lose their
charm...
●
Snackable content: Every second
counts! You have a maximum of 60 seconds to
focus a user's attention on a specific topic and
succeed in creating a buzz. It’s thanks to this
speedy format that the platform is so successful
in grabbing our attention.
TikTok and influence marketing
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“Make TikToks, not ads”: TikTok pushes the advertiser to
adopt a more human and sincere approach that leaves
room for ordinary people and everyday scenarios rather
than the glamorous advertising world, with its models
and extraordinary actors. Whether it's with influencers,
micro or nano-influencers, this playful and "no makeup"
spirit brings a closeness that engages with the audience.
An influencer marketing campaign on TikTok therefore
requires embracing one's difference, to dare to bring out
one's creativity and authenticity, as well as an element of
surprise, while still respecting your brand’s message and
image.
-
TikTok influencers: they’re not the
same as on other platforms! More niche, more
"micro", often more creative and closer to their
audience, they have the potential to reach your
target in a more direct and sincere way.
-
Very niche content: there are
influencers in all fields on TikTok, all brands are
sure to find what best suits them!
-
Viral potential thanks to User
Generated Content (UGC): Influencers' content is
often picked up by their community. By directly
involving its users, the brand benefits from
content created for free by TikTokers and gains in
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brand awareness. This explains the success of the
challenges and why brands love them, as the
format exploits the potential for exponential
exposure offered by user-generated content.
Opportunities to grasp
A "new platform" means new opportunities! By
distinguishing itself from other "traditional" social
networks, TikTok undoubtedly represents strong
opportunities for an advertiser seeking out a new
audience on uncharted territory. But beware: what
works elsewhere will not necessarily work on TikTok. It’s
therefore difficult to predict the number of views for a
video and the strong surprises (good or bad) it may bring.
But if you understand the codes and formats, then it's an
incredibly powerful and impactful space to play around
with your social marketing strategies!
3 good reasons to get on TikTok (if you’re
not already there):
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1) The success of brands who are on it, even
without followers
Brands that have started to use TikTok have already
begun to demonstrate that, while they may start with
few subscribers, they can nevertheless acquire a huge
and organic reach. What really counts is audience
engagement, and this is magnified on TikTok in
comparison to other platforms. Brands can therefore surf
on an unprecedented viral potential! Moreover, this
success is potentially less expensive as it isn’t based on
the quality of the image, like on Instagram.
2) The opportunity to show a new facet of your
brand
Unlike Instagram or Facebook, the TikTok user has a
specific demand. The content created must therefore be
thought out for TikTok to capture this new audience. By
making themselves visible on TikTok, brands show that
they are in tune with current trends, that they can create
entertainment to make themselves more accessible,
rejuvenate an image that is sometimes too conventional,
show a lighter side, enter a more intimate sphere,
sometimes even behind the scenes, and win over the
TikToker. Brands can also take advantage of TikTok to
communicate and share content at key moments, raise
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awareness around special events with a new audience
(Fashion Week, ecological campaigns, international
days), spread news, or provide valuable information
around certain subjects.
3) The possibility to experiment
TikTok being at the heart of today’s creative trends
makes it the perfect monitoring tool. Before thinking
about creating, look at its content, and let yourself be
inspired to better understand a market in constant
evolution.
However, since the codes are not yet completely defined,
it’s up to the brands to test this new playground until
they find a new editorial line! But once you find what
works, stay the course, because it's often sticking to the
niche content you are known for that works best.
The goals of a TikTok influence campaign
Like any social media campaign, TikTok can meet all types
of objectives, but we can summarize them in 3
categories:
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-
Be discovered:
Promote my brand through brand awareness and reach
Promote my products/services (potentially to new
targets/new markets)
-
Be liked:
Associate my brand with positive values
Bring together, engage, recruit/become associated
with communities
-
Be bought:
Gather and grow targeted prospects (leads/visitors)
Click through and sales conversion
Thus, TikTok is a very interesting media as it allows
brands to meet most communication objectives.
We will see below how this is accomplished.
What you need to know before getting
started
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To make the most of TikTok's viral potential, keep a UGCfriendly approach. Here are our tips before you start...
-
The TikTok approach is often
focused on how to get a result, not just what that
result is. Make simple content while developing
an idea, and ask yourself "can I replicate this?”
-
Use influencers! On TikTok, micro-
influencers with their own niche will be your best
asset to leverage their audience and make them
want to pick up the content.
-
Be impactful: have a clear message
that gets your product or message heard in the
first 3 seconds – these are the most important
ones in your video!
-
Make content that conforms to
TikTok codes and styles and use the platform's
features for a "native" effect.
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-
Dedicated content: your content
must be original, funny, and informative to offer
real value to viewers.
-
Tell
a
story:
storytelling
(developing a narrative in a very short video) is
the real TikTok challenge. It's important to keep
an authentic and emotional touch to which the
user can relate. The best TikTok content is often
positive and light and speaks directly to the
audience (hence the strength of the influencer
who speaks sincerely to their community).
Working with influencers
Keywords:
-
Compensation:
pay
your
influencer! While some accept this in the form of
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products and the prices are still lower than on
other platforms, you must agree on some form of
retribution for an influencer who brings you their
audience and especially their creativity. They
produce a creative output and should be paid for
their work.
-
Freedom: the key to a successful
partnership is the trust you give your influencer.
The more you let their creativity run wild, the
more the video will resonate with their audience.
-
Authenticity: don't distort the
video. The videos that work best on TikTok are
very authentic; we mustn't feel as though the
video is promoting a product but that it instead
blends in with the influencer's video, otherwise
your video's performance will be damaged. You
must, however, always acknowledge the
partnership by clearly indicating it (with a
#sponsored, for example). This is also a legal
obligation.
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Matdeuh: “Sometimes you can tell in some influencers’
videos that the brand has given them a script and they're
reading it. The video won’t be as well received, will have
fewer views, and won’t make it onto the For You page.”
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SECTION 2 – Campaign ideas
50 TikTok campaign ideas
Our campaign ideas are based on generic and popular
formats that we’ve seen on the platform. They are meant
to inspire you in finding ways to become discovered,
liked and bought by a new audience. Some have already
been tried out by certain brands, others are directly
inspired by the practices of influencers and users
themselves.
These campaign ideas are designed to get your own
creative ideas rolling. These (non-exhaustive) social
media “formats” are templates meant to encourage you
to make content that matches the unique style of this
platform, and will guide you in your influencer marketing
strategy.
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1 The hack
Format description:
The influencer turns away from the initial purpose of a
product to reveal a very practical alternative function:
swimming goggles to avoid crying while cutting onions,
toothpaste to remove stains, a comb to hold a nail
straight before hammering it in, colored nail polish to
differentiate your keys, …
These very simple hacks are presented in a way that will
amaze the user who hadn't thought of them before, but
who will be sure to remember them now! The audience
is always grateful for these hacks, and they will likely post
content with new findings associated with your product.
Objective:
Be discovered: 2/5
Be liked: 4/5
Be bought: 3/5
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Tips and advice:
Transform the end purpose of an object to make it even
more memorable. Whether you’re a furniture brand, in
e-commerce, household appliances, technology, etc...
Present a situation in which we often find ourselves and
where we can encounter an obstacle, and show how your
product can serve in an unexpected way to get out of this
tough spot.
Advantages:
+
Makes
an
impression
by
associating your brand name with a hack
+
+
Highly visual and simple
Helps increase purchases
Disadvantages:
-
This doesn’t work with all products
The hack must remain simple and
at the same time unexpected. It’s therefore more
suitable for e-commerce brands or brands with
several product lines.
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2 Product presentation
Format description:
A classic format on all social networks, and now on
TikTok: the influencer describes a product whilst it’s
displayed in images seen from every angle and in context,
being worn or used.
This gives a detailed description of the product and all of
its features.
Objective:
Be discovered: 1/5
Be liked: 0/5
Be bought: 5/5
Tips and advice:
This is especially true for all tech products, which we will
be more tempted to buy if – in addition to the attractive
design – we're shown that they're the latest
indispensable tool/gadget to make our lives easier. The
visual presentation of your product will particularly help
to demonstrate its usefulness and benefits. However, to
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avoid overdoing the advertising aspect of this type of
video, choose your influencer carefully by making sure
that your product is adapted to their niche and lifestyle.
Advantages:
+
+
Clear and direct message
Shows the usefulness of your product
Disadvantages:
-
Lacks creativity
Reaches only an interested audience
Format doesn’t drive UCG replication, so
it's unlikely to go viral
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3 Questionnaire
Format description:
This is a video in which the influencer reacts to questions
that appear at the top of the screen. Influencers
appreciate this format because it gives them the
opportunity to reveal personal or unexpected things
about themselves to their community on a given subject.
The tone, along with the game, remains light and the
answers are often given with funny gestures or dance
moves.
Objective:
Be discovered: 1/5
Be liked: 3/5
Be bought: 0/5
Tips and advice:
Questions should be simple with answers that can be
answered visually (yes or no, a number, a frown, a
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gesture...). Rather than questions about your products,
stay within the theme of your brand.
A quiz on relationships for a dating app ("how many
messages before inviting her for a drink?", "a mirror
selfie, is it a yes or a no?"), for example, or on the
influencer’s lifestyle habits for a sports brand. Beware of
embarrassing or intrusive questions.
Advantages:
+
+
+
Uses the TikTok text feature
Spontaneous and positive format
Authentic tone for natural product
placement
Disadvantages:
-
Puts more emphasis on the
influencer than on the brand: it must be
accompanied by a good hashtag or booster
34
4 Singing and dancing animals
Format description:
Who can resist a campaign featuring a goofy dog or cat?
TikTok is full of videos of animals singing and dancing
with their owners, and influencers love to take advantage
of the presence of their four-legged companions to make
authentic, funny, and cute duets. Everyone gives in to the
animal charm and these videos often have a good
engagement rate.
Objective:
Be discovered: 3/5
Be liked: 4/5
Be bought: 0/5
Tips and advice:
Give your influencer as much freedom as possible for a
maximum of creativity: weird situations, costumes,
filters, etc... They can even make their dog or cat talk and
imagine their answers in voice-over. Avoid exotic animals
or dangerous situations. For more authenticity, find an
influencer who’s already introduced their pet to their
community.
35
Advantages:
+
+
+
Great sympathy card
Emotional potential
Engagement
Disadvantages:
-
Link to the brand may be harder to explain
-
Keep the animal's safety in mind: some
videos have given bad ideas to owners who’ve
put their pets in danger
36
5 Would you dare?
Format description:
Like in a challenge, it's about daring your influencer to do
something, and they will in turn pass the challenge on to
their audience. Show the influencer doing something
extraordinary, wild, or bold, while asking if the user is
able to demonstrate the same audacity.
Objective:
Be discovered: 3/5
Be liked: 4/5
Be bought: 2/5
Tips and advice:
That's what Red Bull did with its #wouldyoudare
campaign, which fits perfectly with its bold tone that
celebrates the crazy feats of extreme sports.
But it could also work with lighter, funnier situations, like
asking an influencer to eat bug products for a new brand
of chips made of crickets, or holding hands with a
stranger on the street for a bank's campaign, for
example.
37
Advantages:
+
Is in the spirit of TikTok's challenges
without really being one
+
Format
easily
picked
up
by
the
community, pushing the UGC and therefore the
viral factor.
Disadvantages:
-
Make sure that the challenge remains safe
for the user!
-
This format does not allow you to present
your product or brand in detail, meaning the
brand message can get lost in the dare
38
6 Documentary
Format description:
The influencer produces short documentaries on your
brand's expertise. The goal is to educate your audience
on your brand's work process and practices or on
subjects that are related to its industry know-how.
For example, a luxury brand could shed light on all the
trades involved in the making of a dress, or a chocolate
spread brand could inform on its research on recycled
packaging.
Objective:
Be discovered: 3/5
Be liked: 2/5
Be bought: 2/5
Tips and advice:
It's an opportunity to show everything that happens
behind the scenes before arriving at the finished product,
highlighting the crafts and jobs involved and bringing
them closer to the audience, thus giving a more personal
feel to your product. However, be careful not to become
39
too "commercial" as this could damage the authenticity
of the information provided. The primary objective is to
provide valuable information to the user. The complexity
is to find the right tone between being informative and
light, without ever falling into a patronizing attitude.
Advantages:
+
+
Appeals to a brand’s values and assets
Educational and engaging content
Disadvantages:
-
Requires more thought and time to
produce: the influencer must be thoroughly
briefed on the key messages to be shared
40
7 Say it with a song
Device description:
The influencer talks about a situation, a person, a
product, or their favorite brand through a song. It can be
about your brand or the type of product or service that
you sell directly, or about a situation related to the brand.
Objective:
Be discovered: 1/5
Be liked: 3/5
Be bought: 2/5
Tips and advice:
This type of video is used to express emotions, so it
immediately brings a form of identification. You can ask
the influencer to find a song to talk about their
relationship with someone around them (family,
boyfriend, girlfriend, etc.).
For a product, there must be a strong emotional
attachment for a song to be dedicated to it: it could be
an everyday object such as a bed, a couch, or something
41
you have consumed since your childhood such as a type
of biscuit or cereal.
Advantages:
+
+
Simple
Musical format adapted to TikTok and its
audience
+
More likely to go viral as it creates
engagement
Disadvantages:
-
Less easy to use for advertising as this
format works better with brands whose products
are already familiar and loved by users, drawing
on the benefits of diversified and impactful
reviews (and songs)
-
Users may be more focused on the music
than on the product, and the link to the brand
may not be obvious
42
8 Expert recommendation
Format description:
As with a product demonstration video, you can ask an
influencer who is an expert in your niche to present your
products in their own way, with their recommendations
for use. This requires a more specialized and specific
angle on an aspect of the product, for example to
highlight a specific product within a product range and
single out it’s use in a certain context. This format allows
you to leverage the expertise of a niche influencer and
their ability to inform other users, hence increasing the
audience’s trust in your products.
Objective:
Be discovered: 2/5
Be liked: 2/5
Be bought: 5/5
Tips and advice:
For example, a beauty brand can team up with an
influencer to present the specifics of each product in a
range; for what type of skin, which effects, how to apply
the product... Or an influencer could present your new
43
leather goods product range with advice on what to wear
with each of the handbags.
For greater authenticity, make sure the influencer is
already a real fan and consumer of your products!
Advantages:
+
Presents your product in a clear and
precise manner
+
Makes you want to purchase the product
Disadvantages:
-
Not the most creative and authentic
format so harder to land on the "For You" page
-
Requires finding an influencer with
subscribers who already trust them in their field
of expertise
44
9 Evergreen
Format description:
Many brands showed last Christmas that running a
marketing campaign according to the calendar can also
be part of one's strategy on TikTok. The influencer makes
sponsored content for a special day: Chinese New Year,
Easter, Halloween, Mother's Day...
For example, a company that has a charitable foundation
focused on medical research can take advantage of
International Rare Disease Day to raise funds with several
content creators who perform live videos. This is what
Restaurants du Cœur did with the influencer Noholito,
who raised 23,000 euros, and TikTok doubled the
earnings!
Objective:
Be discovered: 3/5
Be liked: 2/5
Be bought: 5/5
Tips and advice:
45
For a successful campaign, prepare well in advance so
you're ready at the given date, as the campaign must be
impactful and work in that very moment. Ask the
influencer to talk about the content before and after to
optimize the campaign and have a maximum audience
and engagement on the day.
Advantages:
+
+
+
Memorable and can easily go viral
Increases brand awareness
Ensures activity outside of these specific
dates
Disadvantages:
-
The special moment can outweigh the
product
-
It will be necessary to stand out with an
original campaign during these periods where the
competition is tough
-
Brief period that requires maximum
impact on the day
46
10 Upcycling old campaigns
Format description:
Making something new out of something old, nothing
could be trendier! Even in the world of digital marketing.
This device consists in enhancing an informational
heritage, delving into the archives, and adapting it to a
new medium and audience.
Danette’s
example
#toujoursdeboutpourDanette
(#stillstandingforDanette) is relevant because it
completely adapted itself to the TikTok style, by giving up
its famous slogan to TikTokers to see how they would
reinvent it. The result was a campaign that garnered
more than 3.8 million views for its humorous videos
showing young people refusing to sit down regardless of
the situation.
Objective:
Be discovered: 2/5
Be liked: 4/5
Be bought: 1/5
Tips and advice:
47
Find a new angle, enrich or simplify it, make it more
accessible and interactive in a format that promotes
sharing.
Advantages:
+
Campaigns that bridge the gap between
generations and bring them together
+
An editorial identity that stands the test of
time, a long-term outlook
+
No need to start from scratch, saving time
and money
Disadvantages:
-
The message of previous campaigns may
be obsolete
-
If the format isn’t redesigned for TikTok, it
may lack creativity
-
Not suitable for all brands as it requires an
advertising heritage that has already entered pop
culture
48
11 Recipes
Format description:
Alone or in pairs, cooking tips are very popular on this
social network and spike the interest of foodies all over
the world. 60 seconds to distill good advice and share
tasty recipes to users.
That's what influencer Joshua Weissman did with his
hazelnut spread that reached 14 million TikTokers. In a
different style, Chef Gordon Ramsay attracted attention
in a video where he is seen scolding his daughter Holly
for undercooking the potatoes in one of his recipes.
Objective:
Be discovered: 4/5
Be liked: 2/5
Be bought: 1/5
Tips and advice:
Of course, this format works for brands in the culinary
industry. You can treat your influencer's followers with a
recipe that uses the ingredient you sell or that uses a
utensil from your product line.
49
Advantages:
+
A simple format to highlight a culinary
product
+
It's an increasingly popular topic that
reaches children and adults alike
+
Recipes can become iconic and have viral
potential
Disadvantages:
-
Does not apply to brands outside the
culinary sector
-
When other users adopt the recipe, this
doesn’t guarantee the specific use of your
product
50
12 Pro versus amateurs
Format description:
Rookie cooks, pilots, gardeners, surfers, skateboarders,
guitarists, golfers... amateur versus professional, this
format places novices in front of experts and can not only
be funny, but also inspiring! It can work with any field:
artistic, manual, sports, intellectual, etc.
For example, an Olympic diver shows how to do a type of
dive and an average swimmer tries to replicate it: the
comparison shows that it is not so simple and makes the
user laugh.
Objective:
Be discovered: 2/5
Be liked: 4/5
Be bought: 2/5
Tips and advice:
The idea isn’t to embarrass the trainee. On the contrary,
become a motivator for all those who would like to try
things but don't dare to. Show that, beyond the result,
51
it's the journey to it that counts – the idea is not to be
perfect but to give it a try.
Advantages:
+
An optimistic and invigorating message,
pleasant and fun that will be appreciated by
subscribers
+
Viral potential because it engages users
who want to imitate the action shown in the
video
+
Go from being a brand to a coach
Disadvantages:
-
If the gap between amateurs and pros is
unbridgeable, the message becomes negative
-
Feasibility/don’t endanger individuals
52
13 Retelling of a fairy tale
Format description:
The influencer uses a popular tale from our childhood to
make us laugh, cry, or think. Their narrative structure is
easy to identify and known by all, the symbolism
powerful, and the visual impact strong.
This is the case of users taking the image of a famous
princess or a prince on a graphic tablet and
demonstrating their technical skill by changing the
gender or appearance of the character. A trend that also
shows the functionalities of the tablet or software used.
Objective:
Be discovered: 2/5
Be liked: 2/5
Be bought: 2/5
Tips and advice:
The influencer will appreciate the challenge of a brief
with a specific idea, whilst at the same time being given
free rein for their imagination to alter the fairy tale
according to their own creativity. For example, they can
53
transform Prince Charming into Princess Charming, tell
another story using the same characters, transpose one
of the princesses into another world, modernize it... Do
something unexpected with a popular story that will
increase audience engagement.
Advantages:
+
The cartoon filter has become the
latest trend on TikTok
+
Everyone knows the story and is
curious to discover a new version
+
+
Engagement, proximity
Can lighten certain situations
through playful or poetic discourse
Disadvantages:
-
The
message
can
disappear
behind the story
54
14 Point of view (POV)
Format description:
The influencer speaks directly in front of the camera in
selfie mode, giving their point of view, or uses the camera
to literally show what they see from where they are. This
intimate view allows the influencer to get closer to their
audience. They make you participate in their
conversation, in their vision, by presenting a situation
that is happening in real time. The tone is realistic and
encompasses daily routine and lifestyle. But it can also
include less light-hearted situations, such as talking to a
friend about a serious issue. In all cases, the influencer
shares their opinion in a sincere and very direct way
while looking at the camera.
Objective:
Be discovered: 2/5
Be liked: 4/5
Be bought: 2/5
Tips and advice:
55
For example, a POV video puts the influencer on the
other end of a video call, or the influencer witnesses a
scene and is seen reacting to it, or they simply share their
beauty or sports habits by sharing their secrets with the
audience.
Advantages:
+
+
Unique perspective
Involves the viewer, strong engagement
Disadvantages:
-
The message relies on the influencer’s
charisma, who must already have a loyal
community
56
15 Comparison
Format description:
The influencer starts by drawing attention to an
environment or product that is similar to yours (but not
quite the same) and then transitions to your product,
which by comparison becomes extremely attractive.
In one of their TikTok videos, Passion Pinard says "we all
have something in our house that everyone thinks is cool:
it might be a hidden drawer, but for us, it's this" as he
shows the cellar full of wine! The video lingers on a
hidden drawer in the kitchen before taking us into the
cellar... This isn’t about bashing a competitor since the ad
is not about similar goods, it may even be highlighting
another product, but your world is cooler.
Objective:
Be discovered: 2/5
Be liked: 2/5
Be bought: 4/5
Tips and advice:
57
Rather than showing two similar products, unexpected
transitions will be impactful and allow for humor.
Absurdity is permitted, even encouraged.
Advantages:
+
Attracts attention through a showcase
effect
+
Funny
Disadvantages:
-
Must be funny so as not to look too
"advertised", which could be irritating
-
Generates empathy for the compared
subject, not just for your product
58
16 Tutorial
Format description:
TikTok users love to learn things, so it's no wonder that
learning how to make or create something is such a hit.
In a DIY video, the influencer shows how to achieve a
result in several steps, in a clear and succinct way,
encouraging their audience to roll up their sleeves and do
the same.
It can be an artistic creation, a piece of furniture, a
recipe... A brand can easily integrate itself in the video by
asking the influencer to present their product as a tool
(paint, a tablet or creation software, tools, etc.).
Objective:
Be discovered: 3/5
Be liked: 2/5
Be bought: 3/5
Tips and advice:
Ask the influencer to feature your product, but keep the
product placement natural. The video should focus on
the creative process, not the brand. It is this process that
59
will make the user want to use the product, not the other
way around. Keep the task as simple and as clearly
explained as possible to fit in less than a minute.
Advantages:
+
Very popular videos with real added value
for the user
+
Shows your product used for a particular
purpose, so product placement is done naturally
Disadvantages:
-
Doesn’t focus on your product but on the
result attained
-
If the task is too complicated to perform,
the "wow" effect takes over the user replication
and use of the product
60
17 The “reveal”
Format description:
Many TikTok videos revolve around the idea of a sudden
transition. The "reveal" uses this transition to introduce
something suddenly and in an impactful way.
We can think of the success of the "baby gender reveal",
which consists in making the family discover their baby’s
gender using a mechanism to bring out the color blue or
pink: it goes from the simple (a cake that is cut into pieces
to see the color inside) to more elaborate (fireworks).
The influencer can therefore unveil a product in a
creative and unexpected way.
Objective:
Be discovered: 3/5
Be liked: 4/5
Be bought: 1/5
Tips and advice:
The way your product is revealed must be visually
impacting. The more creative it is, the more it can be
imitated, even in other contexts, and become viral.
61
Advantages:
+
A creative challenge to draw in your
influencer
+
More impactful than a simple 'unboxing'
or product presentation
Disadvantages:
-
Doesn’t present the product in detail
The format can override the message
62
18 Change of outfit
Format description:
The influencer shows their outfits to their community
using several combinations, to inspire them in their
choice of clothes, styles, and looks.
ASOS with its #AySauceChallenge campaign generated
more than 2.5 billion views by inciting users to show the
different outfits bought on their website.
Objective:
Be discovered: 2/5
Be liked: 3/5
Be bought: 5/5
Tips and advice:
The choice of song is important, enabling outfit changes
in tempo with rhythm changes and creative transitions.
Stimulate the influencer's creativity by asking them to
alternate their best clothing styles, as well as the format
63
in which they embody their outfit changes: through
dance, humor...
Advantages:
+
+
Highly visual so very engaging
The chance to use the platform’s editing
features
Disadvantages:
-
Only applies to brands in fashion or e-
commerce industries
64
19 Mini interviews
Format description:
Ask your influencer to spontaneously interview people
on a given topic. The people randomly selected on the
street must all answer the same question.
Imagine a company that sells flowers online getting their
influencer to ask people on the street a question like
"What's the funniest story about your mom?" or "What's
the best advice she's ever given you?" before handing
them a flower to give to their mom.
Objective:
Be discovered: 3/5
Be liked: 3/5
Be bought: 0/5
Tips and advice:
Choose a brave and empathetic influencer who gives the
floor to anonymous people and not to specialists, as this
will allow the audience to relate to the people speaking
65
as well as the influencer. For the campaign to bring
feedback or answers, choose the question well so that it
resonates with the product or the brand.
Advantages:
+
+
Humanizes information, bringing it to life
The raw and sincere format is appreciated
on TikTok
+
Easy to set up
Disadvantages:
-
Less focused on the product or influencer
than on the interviewee
66
20 Couples
Format description:
Because doing it together is better, you can place the
product at the center of relationships. Real couples, fake
couples, a couple of friends, or animals, more and more
influencers work in couples. Their complicity shines on
the screen and their quarrels make people laugh. In the
United Kingdom, a couple of eighty-year olds went viral
by dancing to Elvis Presley during lockdown, touching
viewers with their bright and contagious energy. But
couples can especially make people laugh through
misunderstandings, lack of communication, habits, or
complicity, as shown by @nicocaponecomedy or
@bibixchris.
Objective:
Be discovered: 2/5
Be liked: 4/5
Be bought: 1/5
Tips and advice:
This format relies on humor and places a product or a
brand in the daily life of a couple. The influencer is happy
67
to engage their audience by sharing a part of their daily
life and inviting someone they care about into their
video. Be careful to keep any commercial messages very
subtle so that it doesn't take away from the naturalness
of the couple.
Advantages:
+
Very authentic format that allows a strong
connection whatever the scenario
+
Multiplied brand awareness if both
influencers share the video
Disadvantages:
-
Beware of clichés
Video more focused on the couple than on
the product
68
21 Your product seen differently
Format description:
Put your influencer's creativity to the test by asking them
to find an alternative use or a creative interpretation of
your product.
With his special effects, Matdeuh turns a shoe into a sled
to present a range of e-commerce products at Christmas.
But it could also be a toothbrush turned microphone, a
handbag worn as a hat, etc.; derision is a pillar of TikTok
humor.
Objective:
Be discovered: 2/5
Be liked: 3/5
Be bought: 3/5
Tips and advice:
Give the influencer free rein. Trust their vision and humor
and dare to distort your brand image a little on TikTok –
as long as there are no obscenities, of course.
Advantages:
69
-
Very suitable tone and humor for TikTok
Disadvantages:
- Deviates from the real purpose of your product
70
22 Behind the scenes
Format description:
The influencer follows the behind-the-scenes of an
event, a situation, or their own creative process.
On Instagram, the photo and travel influencer Wonguy
posts beautiful photos of Paris and other landscapes with
a particular aesthetic playing on light and water
reflections. But it's on TikTok that he has the most
success showing his creative process to achieve the
desired effect: a bottle of water to create a puddle, an
arm movement while taking a video or a trick for a light
and shadow effect. His audience loves to see the typically
hidden process, regardless of whether they try to
replicate these effects or not.
Objective:
Be discovered: 1/5
Be liked: 3/5
Be bought: 3/5
Tips and advice:
71
A brand in tech, photography, art, cooking and many
other fields could show the usefulness of their products
with a behind-the-scenes approach. This could also apply
to the behind-the-scenes of an event or a workplace. The
idea is to show a hidden side in an honest, “no-filter”
way. Think about pairing the image with sound and keep
the video short.
Advantages:
+
Entertaining and informative, arouses the
curiosity of users who want to know more about
an event or result
+
Sincerity appreciated by TikTok users
Disadvantages:
-
Note that a positive image of your brand or
product must be shown
72
23 Dance challenge
Format description:
It's become a TikTok classic: the video that challenges
users to learn new dance steps. They can recreate this
dance alone, with their friends, family, and in different
styles and locations. The influencer starts by showing the
dance to their community and invites them to
participate.
Objective:
Be discovered: 2/5
Be liked: 4/5
Be bought: 0/5
Tips and advice:
The key is to pair good music with easily replicable and
entertaining steps. The influencer can place the product
in their dance (think of the Ray Ban dance videos), or
dance for a cause promoted by the brand.
Advantages:
+
UGC incentive
73
+
A format that is very native to TikTok
Disadvantages:
-
This format is already widely used
Harder to get the brand message out
74
24 Special effects
Format description:
The influencer embeds special effects into the video to
provide even more entertainment.
This is Matdeuh's style, in which he wonderfully
combines his offbeat humor in the campaign "the Chupa
Chups effect", where the lollipop becomes a magic wand.
The “wow” factor is guaranteed!
Objective:
Be discovered: 2/5
Be liked: 4/5
Be bought: 3/5
Tips and advice:
Find an influencer who already uses this style and who
will be stimulated by the challenge of creating a video
with special effects that integrates your brand’s
campaign and message.
Advantages:
75
- Entertaining
- A highly adapted format to TikTok and its editing
effects
Disadvantages:
-
Editing videos takes time, so may be costlier
- Type of video that is difficult to recreate in UGC
76
25 Generations
Format description:
Just like with couples, the mix of generations of
children/parents/grandparents is often a winning
combo.
Dancing, humorous skits, everyday scenes; seniors are
more and more present in advertising. Their role today is
quite different from what it was in the past, and it's easy
to imagine sharing the same fashion brand between
parents and children, the same liking for a physical
activity or the same moisturizer.
Objective:
Be discovered: 2/5
Be liked: 4/5
Be bought: 1/5
Tips and advice:
Once again, it's the chemistry of the duo that moves the
audience. The influencer must show the reality rather
than a romanticized image: shared moments, complicity,
secrets, or a play on the offbeat humor with older
77
generations that are more in tune than their younger
family members.
Encourage the user to adopt the format with their own
parents or grandparents to exploit the viral potential of
the platform.
Advantages:
+
+
+
+
Authenticity and support
Sense of acknowledgment
Feeling of security, bonding
Positive values
Disadvantages:
-
More emphasis on the duo than on the
product or brand message
78
26 The riddle
Format description:
Games have had a huge success through successive
lockdowns. In a riddle-type video, the influencer tries to
solve a riddle posed by TikTokers or comes up with their
own riddle in 1 minute. For example, Melissou Lrt
challenges her mother to move a single pen in order to
reverse the order of the pen sequence, and thus could
show a brand of pens specifically.
Whether it’s in the form of a "who am I?" guessing game,
word games, number games, card games, drawing
games, magic tricks, puzzles, charades, or a good oldfashioned logic riddle, use your imagination and involve
the audience. The influencer becomes a moderator, gives
a few hints, counts the remaining time. The suspense
around a riddle can attract many users.
Objective:
Be discovered: 2/5
Be liked: 5/5
Be bought: 2/5
79
Tips and advice:
Keep the puzzle as simple and visual as possible. This is a
good way to use your products in a creative context. If
your product becomes essential to this way of presenting
the puzzle, it can go viral and be reused by users.
Advantages:
+
+
Interactive and engaging
Games are on the rise with the
latest lockdowns
+
Low-cost format
Disadvantages:
-
Hard to be very original
Promotes a type of product rather
than a specific brand
80
27 Picturesque
Device description:
The influencer films themselves in beautiful or unusual
places: luxury hotels, museums, galleries, restaurants,
open spaces in the middle of nature, etc.
During lockdown, the Louvre Museum notably opened its
doors to influencers so they could engage with the
artwork.
Objective:
Be discovered: 5/5
Be liked: 2/5
Be bought: 2/5
Tips and advice:
This format is particularly well suited to the luxury and
cultural sectors. Just because TikTok is less glamorous
than Instagram doesn't mean you can't communicate
around beauty. The video must nevertheless show
creativity, play on the satisfying effect of highly aesthetic
81
and visual things, or have humor to stay in the spirit of
the platform.
Advantages:
● Inspires and makes you dream
● A format that gives awareness to places you want
to showcase
Disadvantages:
● Offers less authenticity than other
formats
● Not very interactive
82
28 Hashtag Challenge
Device description:
This type of video has quickly become the most prevalent
on TikTok and is by far the most frequently used by
brands, namely for its high potential to go viral (the Ice
Bucket Challenge is still the ultimate example). It is
frequently found in the form of a dance or a challenge
inciting users to get involved by participating.
Objective:
Be discovered: 5/5
Be liked: 4/5
Be bought: 2/5
Tips and advice:
This format is overrated and unoriginal. Moreover, to
have a better chance of maximizing your impressions, it
is now recommended to pay TikTok to sponsor your
hashtag. If you do not pay TikTok, you will see your reach
being restricted by the platform. That's why we don't
83
necessarily encourage you to use this format anymore
and offer you other creative devices.
Nevertheless, if you do choose to do a hashtag challenge,
keep the format simple and imitable, and accompany the
video with some good music and a '#'.
Advantages:
+
Viral potential that increases the
awareness of your product if it is related to the
challenge
Disadvantages:
-
Overused format
Hard to be original
Expensive, or limited reach from
TikTok if you don’t pay them
84
29 Glow up
Format description:
With the Glow Up, there is a radical change in
appearance, going from the mundane look to total
glamor. On TikTok, this "before/after" is often done via a
montage during a dance, whereby the transformation is
done on a sudden change of rhythm. The audience
appreciates the unexpected and creative way the
influencer shares two facets of their personality and
shows their transformation skills.
Objective:
Be discovered: 1/5
Be liked: 3/5
Be bought: 1/5
Tips and advice:
Note that the famous photoshopped before/after is not
what the TikTok audience is looking for. The message
must be funny or credible, surprising, daring, even
serious. For example, me as a kid (withdrawn, shy,
classic)/me today (tattooed, blue hair...). This magical
85
transformation is more about showing that everyone can
show – if and when they want – their glamorous or
unique side. New glasses, new clothes, today I want to
show you another side of myself!
Advantages:
+
Positive and trustworthy message that
celebrates change
+
Format that fits perfectly with TikTok’s
energy and music
Disadvantages:
Risk of being inauthentic with body
culture or the praise of slimness and beauty
Hard to relate this to a product or brand
86
30 Glow down
Format description:
The opposite of the Glow Up! Here the change is made
from the sophisticated look to the everyday look. Even
more appreciated than the Glow Up for its aspect that
deflects from the glamorous and is part of TikTok's quirky
humor. The influencer shows their 'true' nature to the
audience and are thus easier to identify with.
Objective:
Be discovered: 1/5
Be liked: 4/5
Be bought: 1/5
Tips and advice:
"Sharing the worst version of yourself on social networks
is becoming trendy," was the headline in a women's
magazine not long ago. By reversing the established
codes and showing yourself in a less favorable light, you
will attract the sympathy of a large part of the audience,
who will more easily relate to your influencer. The Glow
Down could also work for a luxury brand to break with
87
the codes of high-end fashion and thus give it a more
accessible or authentic edge.
Advantages:
+
Message of encouragement and tolerance
+
Refreshing and authentic
+
Quirky humor
Disadvantages:
More difficult to adapt this format into an
ad for a brand
88
31 Duets
Format description:
Highly popular on TikTok, duets enable a creator to react
to another creator's video by juxtaposing the two videos
on the screen alongside each other. Videos in pairs are
often used to make musical duets or show one's reaction
to an existing video. Influencers can pair with a partner,
another influencer, or even with themselves using a
previous video for funny effects.
Objective:
Be discovered: 4/5
Be liked: 3/5
Be bought: 0/5
Tips and advice:
The duet feature allows you to assemble videos with
others, creating content on top of the original video or
responding to a video that has already been posted. With
these pieces of video assembled and commented on in
your own way, you can let your imagination run wild for
a very reasonable budget, since the videos already exist.
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In this way, you can, for example, ask your influencer to
react to a video already posted by your brand.
Advantages:
+
Native effect to TikTok
+
Strengthens the feeling of community
+
Chances of going viral
Disadvantages:
Be mindful of adding new content on top
of the original content! The two videos must
communicate with one another
90
32 Duet tutorial
Format description:
Here's an example of how to use the duet function in the form
of a more interactive tutorial. In this type of video, the screen
is split in two with someone giving instructions on one side and
someone else following them on the other. The influencer can
then demonstrate how they use your product by making a
comment on one side, or give a humorous critique of how
someone is using your brand’s product.
Objective:
Be discovered: 2/5
Be liked: 2/5
Be bought: 4/5
Tips and advice:
This feature enables a brand to present a product and show it
being used. A brand releasing its latest hairdryer for example
could ask a hairdressing influencer to explain all its features,
and at the same time in the second video, show live how to
apply it to hairstyling.
Advantages:
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+
Clear and engaging message
+
Educational or funny
+
More creative than a simple instruction
manual
Disadvantages:
May take longer to make than a single video
as it requires making two original videos
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33 The musical
Format description:
A good-natured mix of acting and singing that is booming
and perfectly in line with the musical and lip sync DNA of
the platform. The influencer takes the audio of a musical
(movie or cartoon) and shows their acting skills thanks to
a lip sync in action and theatrical staging.
Objective:
Be discovered: 4/5
Be liked: 4/5
Be bought: 0/5
Tips and advice:
Everything is done on TikTok to make the video look like
a mini-musical, so showcase a talented influencer and get
a message across in song using a well-known tune that
will bring people together and could go viral. Many
brands like Yoplait, Oasis, Raider, Afflelou have used it in
conventional advertising, thus inspiring TikTokers.
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For comedic effect, the situation played by the influencer
is completely disparate from the original musical’s
scenario. The greater the distinction between the
scenario of the video and the sound, the more absurdly
funny the video will be. For example, the cover of the
Snow Queen song "Let It Go" applied to the reopening of
bars after lockdown yielded hilarious results.
Advantages:
+
Uses comedy and music, perfectly within
TikTok codes
+
A cheerful, catchy tone, a tune that lasts
+
Impactful, funny, or comforting
Disadvantages:
The product or brand message can be
drowned out by the staging
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34 Provocation or ‘badvertising’
Format description:
The art of staging a scandal or playing with the limits of
the politically correct to deliberately shock. This type of
video is purposely provocative: the influencer uses a
grating, even divisive humor to make fun of themselves
or others.
Objective:
Be discovered: 4/5
Be liked: 1/5
Be bought: 0/5
Tips and advice:
Interesting for brands that are already divisive and
attract as much attention as rejection. Being selfdeprecating and assuming one's flaws is a daring way to
show one's sincerity on TikTok, and users will perceive it
as authentic. This can strengthen the bonds with your
existing community, while it may shock or disgust other
potential customers.
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Provocation is always risky, but it appeals to emotions
and generates engagement. This is the case of Ryanair's
TikTok account, recalling the scenes of the airport and its
low-cost flights (such as children tapping their feet on the
back of your seat or clapping upon landing) with a casual
tone.
Advantages:
+
Attracts attention and gets people talking,
so has the potential to go viral
+
Strengthens the link with your
community: in the realm of private jokes, the
same values are shared
+
Aimed at a younger audience
Disadvantages:
The ambiguity of the message may be
perceived as tasteless or tactless
A message that does not refer to the value
of the product (or only in an indirect way)
What’s the long-term impact...?
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35 The miniseries
Format description:
In the same vein as the TV shows invading our screens,
some influencers and brands create scenarios using
TikTok form and TikTok actors and tell a story that we
would want to follow over several videos with an order
and a structure specific to the narrative.
Abd Al Malik directed the first 100% TikTok series,
"Cités", 12 one-minute episodes to show an urban
culture of tags, rap, hip-hop dancing and to create
connections with the French cultural heritage from
Camus, Sand, and Eluard to Isabelle Eberhardt. In total,
more than 45,000 participants and 105 million views, the
selection features a dozen teenage actors coming
straight from TikTok. This series of a new kind makes the
link between poets of the past and rappers of today and
shows the adventures of a group of friends, aged 15 to
25.
Objective:
Be discovered: 4/5
Be liked: 4/5
Be bought: 2/5
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Tips and advice:
Come up with an idea that you want to explore over
multiple videos. The series doesn't have to feature
multiple actors; it could, for example, follow your
influencer in different situations. Like a classic TV series,
the end of each episode should tease the user to want to
watch the next video. It's an inspiring and engaging
format that creates more connection with the audience
as the story unfolds.
Advantages:
+
Addictive and engaging
+
Memorable
+
Emotional
Disadvantages:
Requires more thought and production:
you need a scenario and actors. It’s expensive and
takes longer to produce.
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36 Live video
Format description:
Instantaneous and intimate, live content creates a real
intimacy between the influencer and their community as
they show themselves as they really are in the present
moment, since there's no editing involved. Influencers
can thus get closer to their community by letting them
enter into a conversation, a moment of life, or an event
with complete authenticity.
Objective:
Be discovered: 1/5
Be liked: 3/5
Be bought: 3/5
Tips and advice:
Be careful as on TikTok you need to have at least 1,000
subscribers to be able to publish live videos. You can ask
your influencer to answer questions about your product
or allow them to film at an event organized by your
brand, giving their followers the impression of being
there too. Given the nature of the format, you need
complete faith in your influencer. Use an influencer who
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knows the brand and who will have the right tone to let
them shoot freely.
Advantages:
+
Sincere and accessible, ensures trust
Disadvantages:
The unexpected is part of the format, so
you can't filter or edit the video!
100
37 Live shopping
Format description:
A practice that started in China and is emerging as one of
tomorrow's trends to boost your sales! These videos are
a kind of teleshopping using an influencer's touch. The
influencer presents a product live while describing its
characteristics. Walmart launched this idea in December
2020, by announcing the implementation of a new
shopping event, the "Holiday Shop-Along Spectacular": a
live on TikTok during which users could buy clothes sold
by the brand, directly via the social network. For 1 hour,
ten content creators led the event’s entertainment
wearing clothes sold by the brand.
Objective:
Be discovered: 1/5
Be liked: 2/5
Be bought: 5/5
Tips and advice:
Live shopping combines the power of video with the
persuasive skills of salespeople. Brief the influencer
thoroughly on the product so they can sell it in an
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engaging and authentic way. This format is ideal to boost
your sales on a new product or during an event. Don't
hesitate to let the influencer freely imagine creative and
entertaining staging to encourage purchase.
Advantages:
● A way to involve users, build up customer loyalty
and reach new potential customers
● Sales generator: the conversion rate on live video
is 10 to 20% compared to only 1 to 3% on an ecommerce website!
● 35% upsell generator (additional sales)
● The chat and comments’ analysis during the live
session provide numerous insights for retailers
● Reuse of the video is possible thanks to the replay
button, which will enable more people to be
reached in the long term
Disadvantages:
● Direct sales are not to everyone's taste
● Just like the live format, you won't be able to edit
the videos made live
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38 Morphing or appearance changes
Format description
Very common on TikTok, this type of content gives you
60 seconds to show different looks or different age
phases thanks to the editing effects of the platform.
Depending on the effects used, you can create a video
showing face morphing, face transformations, or change
of appearances in quick succession. Some influencers
have mastered the transition effect: a simple head
movement and they've become someone else, a change
of clothes on dance steps.
Objective:
Be discovered: 2/5
Be liked: 3/5
Be bought: 1/5
Tips and advice:
Appearance changes are magical, fun, and creative. They
can be used to promote, for example, a fashion brand,
eyewear, hair coloring shampoo, a hair salon, or a
makeup line.
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Advantages:
+
Built-in effects thanks to TikTok features
+
Rhythmic videos to combine with music
+
Surprise factor that makes an impact
Disadvantages:
The surprise factor can outweigh the
message
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39 Pranks
Format description:
A hugely popular type of video on TikTok, it acts in the
same vein as the hidden cameras on social networks, in
which the creator puts themselves on stage to provoke
an overreaction. Hoaxes, shams, jokes, it's a format that
has proven itself in terms of engagement.
Objective:
Be discovered: 3/5
Be liked: 2/5
Be bought: 0/5
Tips and advice:
Jokes should remain jokes – pranks are often of
questionable taste and sometimes violent. For example,
announcing to your girlfriend that you cheated on her
and filming her reaction is not very elegant. On the other
hand, disguising a soccer star and inviting them to play in
the street with children until they reveal their identity
can be cool.
Advantages:
105
+
+
+
Humor
Memorable
Can go viral
Disadvantages:
Can easily fall into the grotesque
Hard to get a brand message across
106
40 TikTok houses
Format description:
The ultimate TikTokers' collaboration, which consists in
gathering a group of TikTokers under the same roof and
letting their imaginations run wild as they inspire each
other to create content! The result is always creative,
authentic, and very engaging as it plays on the synergies
between several communities.
Objective:
Be discovered: 5/5
Be liked: 5/5
Be bought: 0/5
Tips and advice:
The choice of influencers must be well thought-out to
encourage natural chemistry. The influencers’ styles
should ideally blend and generate authentic content, so
that their communities are interested in their favorite
influencer's new friends. The home environment must
also provide inspiration for influencers to interact
creatively with it.
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Advantages:
+
Creative
+
Energetic
+
Exclusive
Disadvantages:
More expensive and complicated to
implement
Difficult to control and predict the
outcome of the meeting of different influencers,
it can quickly go in all sorts of directions
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41 Educational content
Format description
Learn
while
having
fun!
Math
with
Romuald_le_magicien, English with Thelanguageboy,
history with Notabenemovies... Educational content is
highly appreciated by TikTokers, who like to come on the
platform to get informed. The influencer honors
knowledge and learning and launches 60-second
courses. They offer informative, instructive, and
motivational videos.
Objective:
Be discovered: 2/5
Be liked: 3/5
Be bought: 1/5
Tips and advice:
Combine educational resources and communication
strategy! Imagine a solar panel company that broadcasts
informative videos about renewable energy, a non-profit
telling us about endangered marine species, a toothpaste
brand that offers tips on dental hygiene, a hardware
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store that can offer DIY classes, etc. It's a never-ending
well that can win you the sympathy of a wide audience,
both young and old.
Advantages:
+
Customer loyalty, they become attached
to the brand
+
Builds lasting relationships with clients
+
Education as the essence of difference
Disadvantages:
Doesn’t promote a product
Less creative or funny format, you must
know how to capture the audience’s attention
and keep it
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42 Split screen
Format description:
A trendy editing effect in which the screen is divided in
two by a line. The TikToker and their friends move from
one side to the other. Moving from right to left is often
done while dancing, and the group divides and regroups
with different individuals of the group depending on the
music. For example, in response to a playlist, those who
recognize the song dance on one side, indicating that
they know the song, while the others line up on the other
side waiting for the next song excerpt to play.
Objective:
Be discovered: 2/5
Be liked: 2/5
Be bought: 0/5
Tips and advice:
This concept can be imagined in other contexts than
dancing and playlists; for example, a voice-over audio
that would describe different situations, whereby those
who have already been in such a situation would start
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mimicking it. It is also an opportunity for the influencer
to introduce their group of friends.
Advantages:
+
Entertaining
+
Engaging and can be picked up by other
users who will have fun with the same questions
or trends
Disadvantages:
Doesn’t showcase a product
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43 Reproducing a meme
Format description:
Memes are an endless source of inspiration for comedic
formats. After the disappearance of Vines, TikTokers
stepped in, and you’ll find there are a lot of memes in
video format on TikTok. Why not ask your influencer to
use a well-known meme in which you could place your
product or service? The infinite possibilities will create
user engagement because it is the very nature of a meme
to partake in a dynamic of sharing and readapting.
Objective:
Be discovered: 4/5
Be liked: 4/5
Be bought: 0/5
Tips and advice:
The meme must be immediately identifiable and must be
part of an internet culture trend. Generic formats such as
"tell me that ... without telling me", for example, leave
room for the creativity of the influencer to insert your
product or service.
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Advantages:
+
Engaging
+
Humor
Disadvantages:
Requires a good internet culture to
identify trends, as some memes are more shortlived than others!
Trend follower rather than trend setter
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44 Scenes from everyday life
Format description:
A format that invites you to join the daily routine of the
influencer during a mundane moment of their life. It can
be very funny to show your influencer in their home
environment, working or promoting a product.
@precy_np 2020-5-15 shows himself holding a frying pan
in his hand as if he were holding a tennis racket and
thanks to special effects, he creates a double of himself
to go to his kitchen, but his double bumps into the pan.
An original way to imagine him at home without
revealing too much and sparing the audience the usual
house tour.
Objective:
Be discovered: 2/5
Be liked: 3/5
Be bought: 1/5
Tips and advice:
This format allows the influencer to build an even
stronger bond with their audience by showing
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themselves in their everyday lives. But that doesn't mean
you have to take away the humor from the video!
Everyday life has a great potential to make people laugh
while remaining very authentic. The influencer can also
share intimate moments such as when they take off their
makeup, all the while talking about the products they're
using, and other daily routines in which cosmetics and
home products fit naturally in the home setting.
Advantages:
+
Intimacy and authenticity
Disadvantages:
Only interests the influencer's audience,
not necessarily a new target
Less viral potential
116
45 Stitch
Format description:
One of the latest editing effects in style on TikTok that
allows you to interact with other creators' videos. Like
with the duets, the influencer chooses another video to
create their own, but rather than placing the two videos
in parallel on the screen, they integrate and stitch
together up to 5 seconds of another video into their own.
The influencer can, for example, imagine a new ending to
another video, put in their own intro or show their
reaction to the excerpt.
Objective:
Be discovered: 4/5
Be liked: 3/5
Be bought: 2/5
Tips and advice:
There are many ways to envision this format. You can
challenge your influencer to create content by reusing an
excerpt from one of your own videos and have them film
their reaction to your product, for example. This will give
your video more attention and coverage.
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Advantages:
+
More engagement and brand awareness
as this format gives credit to the creator of the
video that is reused by the influencer
+
UGC potential
+
Creative
Disadvantages:
The creativity of the format can distract
from the first video or the brand message
118
46 Alternatives
Format description:
The influencer responds in 30 seconds to different
scenarios suggested by vignettes that appear at the top
of the screen. The video could show the influencer’s
reactions to different situations or wearing different
styled outfits depending on the moment, such as: dinner
at home/dinner in a restaurant, dressed up/casual,
before/after coffee, relaxing/working out... A voice-over
or thumbnails offer several options and the influencer,
through mimicry, acting or effects, gives a clear answer
to their audience, illustrating at the same time your
brand's experience or environment through their
lifestyle.
Objective:
Be discovered: 3/5
Be liked: 2/5
Be bought: 1/5
Tips and advice:
Easy to imagine in many contexts. The success of your
video relies on the charisma of the influencer and their
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acting skills to illustrate alternatives. The more extreme
the contrasts, the funnier and more engaging.
Advantages:
+
A device that matches the features of
TikTok
+
Humor
+
Engaging
Disadvantages:
Does not introduce a product in detail
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47 What is it?
Format description:
The influencer asks people around them to guess what a
product is intended for, or how to use it. For example, in
its #preciselymybrowchallenge campaign Benefit
Cosmetics encouraged creators to show their friends and
family an eyebrow pencil and ask them to identify the
object. Some of the answers ("a dart? A pen?") get a lot
of laughs and instill lots of audience engagement!
Objective:
Be discovered: 2/5
Be liked: 2/5
Be bought: 0/5
Tips and advice:
This little guessing game is easy and effective and can be
applied to several objects and even services. Trust your
influencer to set the scene and make the interaction fun.
Advantages:
+
A video that’s full of life
121
+
Answers can be useful when thinking
about the presentation of your product
+
No script, the video plays on the element
of surprise, and makes for a cost-efficient video
Disadvantages:
The effect will depend on the imagination
of the participants
Could create confusion on the actual use
of the product
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48 Top 5
Format description:
The influencer gives 5 tips to their audience. Their
choices are displayed on the screen from 5th to 1st
choice to build up the suspense and encourage the
audience to watch until the end while they are either
mimicking, dancing, or demonstrating something. For
example, a mother of 5 gives her top 5 tips for simplifying
her life, an artist reveals his 5 favorite paint brushes, a
surfer his 5 legendary spots, and so on.
Objective:
Be discovered: 2/5
Be liked: 2/5
Be bought: 0/5
Tips and advice:
Whatever your line of work may be, it's probably a good
idea to show 5 cool looks, 5 must-have kitchen items, the
5-best bottles in your cellar, etc. This can be a close-up
on your product that your influencer highlights to boost
sales.
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Advantages:
+
Strong engagement
+
A format that can be replicated by the
influencer's audience, who in turn will show their
top 5 of the brand or service or other
+
Simple to put in place
Disadvantages:
The video will primarily reach the
influencer's audience
Less creative or funny than other formats
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49 Swap
Format description:
A surprise gift exchange! Swap videos are done in pairs,
either with two influencers or with one influencer and a
member of their inner circle. The video shows the
influencer opening their gift package and discovering live
the products sent by their Swap partner, sharing their
feelings and reactions.
Objective:
Be discovered: 2/5
Be liked: 3/5
Be bought: 3/5
Tips and advice:
Include the link to the other Swap partner's videos and
put the description and link to the products received in
the video description.
Advantages:
+
Shows your products and the influencer's
reaction
+
Creates desire to buy your product
125
Disadvantages:
Less creative
Doesn't describe the product in detail like
a product presentation does
126
50 Countdown
Format description:
And finally, the countdown! This device was used, for
example, to illustrate in a visual and impactful way the
difference between people of color and white people. A
voice-over presents 10 situations like "I have never" ("I
have never had remarks about my hairstyle being
'unprofessional'") to two people sitting side by side. The
people start with both hands raised, and for each
situation that is described, they put a finger down if they
have encountered that type of situation, until reaching
zero.
Objective:
Be discovered: 2/5
Be liked: 3/5
Be bought: 0/5
Tips and advice:
A method used until now for more serious subjects, but
which could be extended to many other themes and
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features. The idea is to keep the countdown simple and
visual, hence the use of the 5 fingers of the hand.
Advantages:
+
Visual and impactful
+
Allows you to convey a strong message
related to your brand image
Disadvantages:
Perhaps more difficult to imagine in a
marketing format
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SECTION 3 – Taking your
campaign idea a step further...
Boosters
Contests
Objective:
Be discovered: 1/5
Be liked: 4/5
Be bought: 0/5
Format description:
The influencer invites their community to enter a contest
to win a prize of your choice. This raises the stakes of
your campaign and will generate more engagement. The
reward can be the product featured in the campaign or,
as Gucci did with the #guccimodelchallenge, the
opportunity to join its new generation of models – an
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incentive to make videos that earned it over 250 million
views!
Participating in the contest can be done through a link to
the brand's landing page, or the contest can take place
directly on TikTok with the hashtag and device in UGC
format, or in response to the video.
Tips and advice:
Keep it simple and involve the influencer! Find a prize in
line with your campaign and be reactive about sending
the gift.
Promo Code
Objective:
Be discovered: 0/5
Be liked: 1/5
Be bought: 4/5
Format description:
The influencer gives out a promo code to their
community to encourage sales conversion. This allows
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the influencer to be even closer to their community by
offering an added value to the video presenting your
product or brand. The promo code can be given by the
influencer verbally, as a comment in the description, or
as a sticker on the video.
Tips and advice:
Personalize the promo code with the influencer's name
so you can better track influencer performance. Be clear
about the conditions of the coupon, especially the
validity period, and think about an offer that will really
interest the community you're targeting, ideally by
offering an exclusive deal.
Tap to go to another video
Objective:
Be discovered: 3/5
Be liked: 1/5
Be bought: 1/5
Format description:
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You can use an editing feature that allows you to tap to
go to the next video. Tell a story with a thumbnail that
asks a question and add "Press to learn more" after the
question. The next episode may answer the question or
shed light on the topic, or instead it can keep the
suspense to lead into a third episode. Suspense increases
engagement and adding videos to your campaign
increases interaction. However, it will require more
effort from your influencer and will therefore be more
expensive.
Tips and advice:
Keep the episodes short or the audience will get bored they appreciate you starting a conversation, but they
don't want to be held hostage. Adopt a disinterested
tone, don't try to sell a product, leave it in the
background so that the story can interest the audience.
Content is there to convey the spirit and values of your
brand. Focus on authenticity to stand out from other
branded content.
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Reply to a comment
Objective:
Be discovered: 0/5
Be liked: 4/5
Be bought: 0/5
Format description:
TikTok allows you to respond to comments with videos.
The comment is displayed and the influencer answers the
question directly while filming themselves.
Tips and advice:
You can ask your influencer to answer comments or
questions about your product. This direct way of
interacting with their community will be highly
appreciated and will make your brand even more
authentic.
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Community/multiple influencers
Objective:
Be discovered: 2/5
Be liked: 4/5
Be bought: 2/5
Format description:
You can use multiple influencers for a single campaign to
reach multiple communities.
Tips and advice:
For more engagement, make the different influencers
interact! Choose influencers with different personalities
to optimize the synergy between audiences.
Paid
Promote your campaigns on TikTok with its advertising
formats
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Branded effects
Objective:
Be discovered: 5/5
Be liked: 3/5
Be bought: 1/5
Format description:
Branded effects use augmented reality to allow brands to
create custom 3D effects such as stickers, objects, masks,
and filters. Influencers and users can incorporate your
branded effects into their own videos. The effects are
produced in-house directly at TikTok and remain ontrend for 6 days to increase a brand's awareness and
campaign.
Tips and advice:
Be creative! This format makes your campaign videos
more impactful, recognizable, and therefore engaging.
They will give a more playful side to the videos and will
therefore be more highly valued by users who love new
effects.
135
In-feed
Objective:
Be discovered: 5/5
Be liked: 2/5
Be bought: 5/5
Format description:
The In-feed format makes the video appear naturally in
the "For You" content page. The video must be
accompanied by a CTA (call to action) after the first 5
seconds to invite the user to go to your website, buy,
click, download, etc. At the end of the video, the CTA is
displayed in large.
Tips and advice:
These videos are 15-second spots that have a strong
potential to increase the viewability of your video by
appearing in the users' newsfeed, but are mainly there to
encourage client conversion. We recommend a clear CTA
in line with your campaign and your audience, which will
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give your video the potential to convert users as it can
take them to your external landing page.
Branded hashtags & Branded Hashtag Challenge
Plus
Objective:
Be discovered: 5/5
Be liked: 3/5
Be bought: 0/5
Format description:
You can get the hashtag of your campaign sponsored to
boost its viewability. It's an expensive format, but the ad
is then visible on the "Discover" tab, and it strongly
encourages users to create content in response for 6
days.
Tips and advice:
This advertising format has become almost necessary for
brands that want to launch a TikTok challenge.
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Brand Takeover
Objective:
Be discovered: 5/5
Be liked: 2/5
Be bought: 5/5
Format description:
With Brand Takeover, the video is displayed in full-screen
as soon as the user opens the app. It lasts between 3 and
5 seconds. By clicking on the ad, the user is automatically
redirected to the URL given by the brand. This format can
only be used 24 hours before becoming an in-feed video.
Tips and advice:
This format is particularly impactful: the user is
compelled to see this spot. Use it to mark an event or an
exceptional offer in an extremely visual and attractive
way. The In-feed video is the only format that allows the
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user to leave the app and be taken to an external landing
page, so it's useful for conversion objectives.
Top View
Objective:
Be discovered: 4/5
Be liked: 1/5
Be bought: 4/5
Format description:
A hybrid between the full screen Brand Takeover and the
In-feed formats, the video blends into the newsfeed to
switch from Brand Takeover to In-feed. The format is
therefore dynamic and allows you to broadcast a video
longer than the 5 seconds allowed for the Brand
Takeover.
Tips and advice:
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Just like the In-Feed video, if you add a CTA, it must be
clear. To make people want to continue watching the
video after the full screen, you need to captivate your
audience with a particularly visual and striking intro that
makes them want to continue watching with an
interesting transition or continuation.
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Optimize your content
A few technical tips:
Adapt to visual codes
○ Short format: around 15 seconds is
ideal! The shorter the better. A short
video increases the completion rate and
ROI on paid as it will improve the
"Watchtime" and in turn your brand
awareness, and also potentially the
conversion rate.
○ Vertical format (9:16)
○ Use editing effects native to the
platform: pink and blue text, voice-overs,
etc.
○ Audio: whether you choose music or a
voice-over, always combine image with
sound.
Ride the trends
○ Hashtags (note: putting the hashtag
“#foryou" is not enough to land your video
on the For You page!). You can also add
the hashtag of your campaign in your bio
for more brand awareness.
○ Audio: find music that’s trending
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Have clear CTAs
○ In the video, within the message given
by the influencer
○ In the video as text
○ In the comments/in the video
description
Stay active
○ Post a lot and often
○ Reply to comments
○ Repost
○ Keep a clear editorial line once you've
found your niche
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Focus on…
The music
On TikTok, the music you choose for your video is as
important as the format and the hashtag. Choosing a
popular song is also a way to increase your brand
awareness, as users can also search for content by
looking up artists and their music directly on TikTok.
Artists have a category on their profile where they can
publish their music, and where you can easily find the
videos that use their tracks.
Although it is possible to upload your audio, which will
add new music in the app, it's more interesting to use the
music made available in the app's music library to
increase the chances of your video being discovered by a
greater number of people as it will be referenced in the
music's page. Or, on the other hand, you can create your
own sound and try to start a trend with both video and
audio.
When you search for your audio, you can also save tracks
by adding them to your favorites for later use.
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To highlight the audio in a creative way, TikTok has
created 6 new effects powered by real-time interactive
music-processing technologies that synchronize the
movement or transitions to the music:
● Music visualizer: a background with digitized
mountains that come to life with the rhythm of
the sound
● Music machine: an interactive toolbox made of
different sounds so you can compose your own
beats while creating your video
● Delayed beats: allows you to synchronize a
series of images to a song
● Text beats: text that comes to life with the
music on your video
● Solid beats: make your background move to the
rhythm of any song
● Mirror beats: add mirror effect transitions to
the rhythm of a song
TikTok has gathered these different features under a new
"music" tab dedicated to creative effects.
The algorithm
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Imagine a powerful Netflix capable of knowing what
you’re interested in, in a very refined way and that
suggests movies and shows that can only be of your
liking. TikTok is the first social media app to use artificial
intelligence to offer you content not based on your
network of friends, but on an analysis of your
interactions on the platform.
How does the “For You” page work?
The system recommends content based on:
● Users’ interactions: the videos they like and
share, the accounts they follow, their comments
and the content they create
● Video information: captions, sounds, stickers,
duration, and hashtags
● Device and account settings: language
preference, country, type of device
Each of these pieces of information is individually
weighed according to the user, which leads to a truly
unique For You page.
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> For example, a TikToker who watches a long video from
beginning to end shows a strong interest in a topic and
the algorithm will remember this.
> On the other hand, a TikToker who watches the video
of a creator who is in the same country as them is not
necessarily very relevant information.
Publicity: TikTok Ads
Even if TikTok ads is a very recent leverage, it deserves to
be taken into consideration because it represents a real
media opportunity. The field is new, the price remains
low and TikTok offers effective formats. Many companies
have already fully integrated TikTok into their digital
marketing strategy!
Advertising that is...
●
Accessible: if you are a small or mediumsized company, you can broadcast videos for a
reasonable budget, allowing you to test before
investing in a big budget.
○
The In-feed format works via an
auction system and the CPM varies
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around €3.5 to €8.5, and the budget is
limited to €50/day minimum. For the
other formats, the price is set by TikTok,
although it can vary.
○
Type of billing can be chosen
according to your objectives:
■
For a conversion objective:
cost per click, optimized cost per
click
■
For a reach objective: cost
per 1000 reactions or cost per
1000 views.
○
Count on a budget of €25k to start
with. The In-feed format is accessible to
everyone from the business manager,
while for other formats, such as Boosted
Ads (or amplification of an influencer's
post), you'll need to talk to a TikTok
representative in order to open a
premium account.
●
Analyzable: with analytics tools that allow
you to track the performance of your ads.
●
Targeted: at an audience that interacts
with you, ideal for engagement, conversion, and
reach objectives.
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●
In various formats: there are many
creative possibilities for campaigns that will fit
your brand and its objectives.
The influencers
While the big social networks – now called
"conventional", such as Instagram and YouTube –
compete for the same greatest influencers, TikTok stands
out and brings a breath of fresh air with new creators full
of energy. Influencers that are unique to this new
platform.
They were still unknown as of late, they now have
millions of followers... Here we want to introduce you to
the top 3 TikTok influencers.
Charli D’Amelio
When she was only 16 years old, Charli made a name for
herself on TikTok in late 2019 with her dance videos. She
was the first to reach the 50 million and then 100 million
follower mark on TikTok, becoming the most followed
account as of March 2020. A dance contestant from a
young age, she has also launched a podcast, published a
book and signed a nail polish collection. This young
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American from Connecticut is the undisputed queen of
TikTok.
Addisonre
Addison Rae began dancing at age 6, attended LSU
(Louisiana State University) and considered becoming a
sports commentator. She started a TikTok account in July
2019, ended up with a million followers in October and
started collaborating with The Hype House in December,
thus becoming a full-time TikToker. This American dancer
and influencer has amassed 4.7 billion likes to date,
placing her second in the charts for most followed
personality on the platform. She regularly collaborates
with brands like American Eagle, launched her own
podcast and has a cosmetics line.
Bella Poarch
Bella joined the platform in April 2020 and within a few
months was in the top 10 influencers on the platform.
Some of her videos were viewed like no other video on
the platform. Her mastery of the Time Warp filter and lip
sync have made her a success, placing her in third place
of the most followed accounts on TikTok.
→ Another TikTok revolution that no one is aware of is
that the top 3 influencers on the platform are women!
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Only 17 years old, they earn more than 3.5 million dollars
a year. �
The alternatives/competitors
There are more and more social networks based on the
short video format. Here are TikTok's 3 biggest
competitors:
Instagram Reels
The photo sharing platform launched its Reels to counter
TikTok. It’s like TikTok, but with a more aesthetic
approach and a more professional tone. The Reels are
limited to 30 seconds (versus 60 seconds for TikTok).
Currently, almost half of the Reels on Instagram are
actually coming from TikTok, though Reels are starting to
gain more traction.
+
A more discreet logo
+
Instagram’s music library is more varied
than TikTok’s
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There are currently far fewer special
effects
The editing possibilities are limited: unlike
TikTok, Reels does not let you add or remove
music afterwards, for example, and there are
fewer filters.
Performance indicators are limited: Reels
creators will be able to see the number of
"views", "likes" and comments, that's it. No
Instagram analytics showing when, and if, the
video became popular and where it was most
successful.
Reels videos can generate new
publications, but we are still very far from the
viral potential offered by TikTok.
YouTube shorts
First launched in India where TikTok was censored a year
ago, when it comes to creating short videos the 2
platforms are very similar even though:
TikTok offers a larger variety of special
effects.
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YouTube is not part of the traditional
“social” networks: there’s no direct messaging.
Snapchat
Unlike Instagram and YouTube, Snapchat is TikTok's
historical competitor because it operates in exactly the
same niche, that is, creating and sharing short videos
only. Although older, Snapchat has been overtaken by
TikTok in terms of the number of users.
The big difference is Snapchat's basic idea: the
ephemeral nature of messages, videos and posts that
disappear within 24 hours. To counter the 'For You' page,
Snapchat has also launched its discovery page for
businesses and influencers, and it is used by media
companies with great success, though its use remains
less than its historical function as a messaging service.
+
More advanced on the theme of
advertising; you can buy advertising space.
While TikTok is primarily aimed at GenZ
and their humor, Snapchat, released in 2011, is
more focused on its first users: millennials.
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Managing your campaign
Brand awareness, user conversion... Be clear about the
goal of your campaign before you start. This will help you
communicate clearly with your influencer during the
briefing, to better choose the format of your video and
also define the performance indicators to monitor.
1.
Collaborate with the right influencers
The size of the community is certainly to be considered,
but don't necessarily choose the biggest ones, as the
engagement rate of an influencer is important too! Micro
and nano-influencers have smaller audiences, but they're
also less expensive and often closer to their audience
(hence have more engagement). The important thing is
that the chosen influencers deliver an authentic message
and generate engagement.
There are other criteria for finding the right influencers
for your campaign. They must be in the right niche to
reach the desired audience, but also have the right tone
and creative style to match your brand. That way, you
can trust them and give them more creative license!
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2.
Monitor the right performance indicators
What performance metrics you should focus on depends
on your campaign goals. You can use TikTok's analytics
tools to automatically calculate the performance of your
videos.
●
Brand awareness: number of views of
your videos, hashtags, and your profile
●
Engagement: number of likes, comments,
and shares of videos. To calculate the
engagement rate, add up these measures and
divide this by the total number of views.
●
Average viewing time: the closer it is to
your video's total time, the more it engages your
audience
●
UGC: the number of videos made using
your hashtag
●
Conversion: the rate of clicks and sales
3.
Get the right tools
Get help from our agency and influencer marketing
platform!
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At Influence4You, we assist you with your TikTok
campaigns to help you find influencers that meet your
criteria, but also to manage the campaign, the
relationship with the influencers, the shipping of
products and data reporting using advanced stats.
Legal notice
While working with an influencer, you must respect
transparency rules:
Explain the collaboration with a hashtag:
#sponsored,
#advertising,
#partnership
#collaboration
The commercial nature of the post must
be immediately visible: disclose it in the first few
seconds of the video or at the beginning of the
post, without the user having to scroll down
TikTok still has many surprises in store for
us
Today, TikTok's priority is clearly to develop its social
commerce features to catch up with Facebook and
Instagram and attract brands to the platform.
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So, we can expect to see…
1)
More and more advertising! TikTok wants
to adopt a proactive attitude towards advertisers
with "TikTok for Business", a platform inside the
platform and a new e-learning center to teach
you how to make videos.
2)
New integrated shopping options: in late
2020 TikTok announced a partnership with
Shopify. This collaboration will encourage and
boost sales on the platform, paving the way to ecommerce and monetization!
3)
More augmented reality with "Branded
Effects" and "Branded Scan" to allow brands to
create immersive experiences. For this, TikTok
announced a new partnership with Bare Tree
Media, Subvrsive and Tommy that will help
accelerate 2D and 3D technologies.
4)
Even
more
influencers,
with
the
development of "Creator Marketplace".
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CONCLUSION
Influencer marketing is getting more and more attention
and is here to stay. In the last 3 years, it has completely
changed the digital marketing landscape, putting the
emphasis on the interpersonal rather than the content.
Some brands are starting to realize this and are
connecting with influencers to create influencer channels
with engaged audiences.
We hope this guide will give you a better understanding
of TikTok, its features, its audience, the influencer
ecosystem, its challenges, and the opportunities it
represents for brands.
And also that it will help you leverage this new social
network to give your brand an identity that will reach a
new audience hungry for change and creativity.
Ready for the next step? Contact Influence4You's teams,
who will help you set up your influence campaigns on
TikTok (and other social networks) with its experts or its
technology (www.influence4you.com).
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In the same collection, check out our "87 ideas for your
influencer campaigns" with new ideas for other social
networks and "Influence marketing for CEOs" to help you
become an expert in influencer strategies and analysing
their results.
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This book was written by Estelle TORRE and
Stéphane BOUILLET in June 2021.
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