Turning Likes into Sales: Influencer Marketing on TikTok 

In the hustle and bustle of holiday shopping and the excitement of sales seasons, brands are increasingly turning to TikTok influencer marketing to transform mere likes into tangible sales. As end-of-season sales become a focal point, the strategic collaboration between influencers and brands on TikTok emerges as a powerful catalyst for driving conversions. Join us on a journey to explore the dynamics of leveraging influencers on TikTok.

What TikTok Formats Drive Purchase? 

TikTok, currently the favored platform, is increasingly utilized by brands seeking visibility and sales among millennials and Gen Z. According to The Future of Influencer Marketing in 2023, trends reveal that 57% of the younger generation discovers new brands through social media, with 64% making purchases on these platforms. Notably, 56% specifically trust TikTok for recommendations. With 43% of users aged 18-34, TikTok now reaches individuals with significant purchasing power. To aid brands in selling, the app has introduced specific formats to encourage purchases. 

1. TikTok Shopping  
   To expedite product sales, TikTok allows brands with a Shopify e-commerce store to add a shopping tab to their profile. This tab functions as a product catalog, redirecting users to the website for conversion. 
2. TikTok Ads  While TikTok Ads’ advertising tool hasn’t surpassed Meta’s platform yet, the algorithm continues to evolve. Nearly half of TikTok users appreciate the creativity of sponsored posts, considering them non-intrusive. 
   
   Sponsored content lands directly in users’ “For You” tab, allowing advertisers to include a call-to-action to their website or e-commerce. Other options include advertising directly from TikTok Shopping in carousel format—a powerful way to present products for subsequent purchase on the site. 
3. TikTok Spark Ads 
   Launched in 2021, this format allows brands to sponsor the content of influential creators in a field aligned with theirs. This helps them to build brand awareness and take their first steps into influencer marketing on TikTok.  

Influencer Marketing on TikTok: Fad or Future? 

Influencer marketing on TikTok presents a dynamic landscape, raising the question: fleeting fad or the future of brand engagement?

With an influencer marketing strategy, brands can increase visibility on the platform by collaborating with opinion leaders, ultimately boosting sales by tapping into the influencers’ audience pool.

Evidence shows that 49% of users discover new products through their favorite TikTok influencers, with 37% immediately embracing purchased products (Raquel Llorente, Partnership Manager at Bigblue). 

Another proof is the famous #TikTokMadeMeBuyIt, with over 14 billion views. Behind this hashtag are TikTok influencers sharing beauty product tips and tests, leading to stock shortages for global cosmetic leaders. 

At Skeepers, we’ve observed significant results after implementing TikTok influencer marketing campaigns for our clients. 

Lovebox aimed to increase engagement, generate traffic to its site, and boost sales through influencers. Result? +3,500 interactions and a 3% engagement rate. 

Nina Ricci aimed to establish a presence on this young and trendy platform through micro-influencers, generating +3,500 interactions and an engagement rate of nearly 15% in the first TikTok campaign supporting the holiday season. 

In organic or promotional video formats, influencer marketing content can take various forms. However, content intended to drive sales must remain free, unique, and in line with viral trends. The creativity, originality, and dynamism of TikTok influencers should be highlighted—where creativity matters more than fame. Additionally, collaborations on TikTok should involve influencers well-niched in your business area, meeting the brand’s authenticity needs and ensuring your content is recommended to the right users. 

Best Practices for Viral Influencer Marketing Content on TikTok To go viral on TikTok, understanding the app’s vision and algorithms is crucial. 

TikTok recommends content similar to what users have liked, a principle also seen in Instagram’s Reels. The discoverability power for brands on TikTok is immense. Additionally, content posted some time ago can still stand out, challenging the constraints of social media temporality. 

To succeed on TikTok, influencers must do more than short videos based on humor, challenges, and entertainment. Now, it’s about showcasing creativity, and providing entertainment, education, information, and inspiration. 

Maximizing TikTok Reach: Influencer Collaboration Tips 

• Integrate music, vocal effects, and specific transitions for an ultra-immersive experience. TikTok videos are designed to be listened to with sound.  
• Share tips across various categories: beauty, cooking, home decor, fashion, fitness, tech, art, professional advice, and soft skills—any relevant advice a brand can offer its audience.  
• Present products spontaneously and authentically to generate social proof. On TikTok, clear, authentic, and creative product placement is more appreciated than on platforms like Instagram or YouTube, where subtlety is key.  
• Use hashtags to categorize content and associate it with a theme. We also recommend creating your own brand hashtag, especially for challenges.  
• Write short and effective descriptions, as captions may go relatively unnoticed. Unlike Instagram posts, descriptions are not emphasized on TikTok videos, so be concise and focus more on the video content.  
• Infuse creativity in narratives shared in collaboration with TikTok influencers: unboxings, Q&A sessions, product benefits presentations, etc. 

Establishing Strong and Lasting Influencer Relationships 

Building robust and enduring relationships with influencers is a cornerstone of successfully executing influencer marketing on TikTok. This symbiotic relationship goes beyond transactional collaborations, focusing on mutual trust and shared values. Influencers are not just spokespeople but also experts in content creation and social media trends. Trust them to create authentic and engaging videos for your brand that will appeal to their community. 

Using an influencer marketing platform like Skeepers allows you to centralize your campaigns, find the right influencers, evaluate your performance, and effectively implement your strategy on TikTok.