Brands that want to expand their reach can use influencer marketing, says entrepreneur Amir Ben-Yohanan. His recent comments on influencer marketing note TikTok as a top platform in any strong social media marketing strategy.
“TikTok is extremely engaging,” says Amir Ben-Yohanan. “It’s a quick-paced platform where creators are usually either funny or creative. The platform thrives on bringing your spin to a trend or starting up your trend. Influencers are having a heyday there because they can show a different side of themselves. TikTok also requires much more grounded content—unless, of course, you are going for optical illusions and blowing people’s minds with your skills. So, there is room for just about everyone on this platform.”
He says brands can connect with influencers through TicTok to promote their brand in fresh ways. According to Amir Ben-Yohanan, the right strategy includes:
- Setting specific goals. Without a strong understanding of what you are trying to achieve with your campaign, it’s nearly impossible to succeed.
- Not getting too caught up in the numbers (views or follower count). Instead, look at the engagement and how messages resonate with the audience.
- Choosing a diverse group of influencers. A monolithic group of influencers can give your followers the wrong impression and label your brand quickly. Seek out diverse influencers who talk to the audiences you want to target.
- Be an easy-to-work-with partner. Sometimes, brands come in acting as if they are doing the influencers a favor in giving them the job. The truth is, says Amir Ben-Yohanan, both parties are benefitting AND offering something of value. Brands have to work with influencers as professionals, or the influencers could just walk away—taking their audience with them. A poor partnership could lead to hurting your brand reputation.
- Don’t attach a million strings. You probably want to approve the content before it’s posted, and that makes sense. However, if you get too picky about every little detail, influencers aren’t going to want to work with you. Try to minimize your list of requirements and wishes down to the very bare minimum. And, make sure everything is noted in advance, Amir Ben-Yohanan explains.
- Leave room for creativity. Funny, crazy, strange videos create unexpected ads. When brands get uptight about their image, they sometimes ruin the spontaneous content approach that makes TikTok a favorite platform.
- Plan to boost the content. Of course, your influencer is going to already reach a larger number of people, but brands know that sponsored content tends to take a bit of a hit with the algorithms. Boost the content to make sure your message is getting out there and people are seeing their favorite face promoting your products, he states.