Booming, with over 500 million active monthly users, are sure to be more since the start of the pandemic, is the video-based social app TikTok. Gen-Z and some Millennials are already using the platform to show off their creative side, but brands haven’t got the message yet. TikTok’s potential for marketing is endless, but few brands are doing it and even less are getting it right.
Influencer marketing is trending at the moment, and for a good reason too. Customers are beginning to trust brands less and less, meaning that consumers are looking to familiar faces for recommendations. TikTok is the perfect platform for influencer marketing because influencers don’t need 100k followers to get attention anymore.
You may have heard of micro-influencers before, but have you heard of nano influencers? Nano influencers are small accounts who have around 1000 followers. You might be wondering why you would contact an influencer who only has 1000 followers, and the short answer is direct marketing to your niche.
Let’s look at an example. Have you heard of Martinelli apple juice? If you’re on TikTok, the chances are you have seen the endless stream of videos which show people biting into the bottle because it sounds like you are biting into an apple. The original video was posted by an account so small we can’t correctly verify the user, but we know one thing, it was posted by a nano influencer.
Since the original video interest in the product has skyrocketed. Don’t believe us? This is a Google Trends screenshot from the 5th of May:
As you can see, the original video was posted on the 25th of April. Since then, searches for the brand have increased by 100%, and the hashtag #MartinelliAppleJuice has received over 2.2 million views. That is the power of nano influencers on TikTok.
This isn’t the only brand which has benefited from going viral on TikTok. Products that have received the most attention due to nano and micro-influencers on TikTok are: ring lights, crystal candles, incense waterfalls, rainbow window stickers, Indian Healing Clay, mini-fridges, face misters, LED lights. I could go on all day!
So how do you find and contact nano influencers on TikTok?
There are a couple of ways you can go about it. The most cost-effective but highest risk is to spend a lot of time researching hashtags. Start with the hashtag #tiktokmademebuyit. This hashtag is hot right now, with over 93.4 million views. Similar hashtags include #productstiktokmademebuy #thingsamazonmademebuy #stufftiktokmademebuy and #tiktokmademedoit. Look for videos which are well made and are receiving around 5000 views but not many likes. Once you have found an influencer who fits your niche and you believe they will be able to reach your audience, contact them.
An easier way to find influencers is to use services such as TapInfluencer. Their marketing expert tools will help you match your brand with the right nano influencer and give you advice on the type of influencer you should be targeting.
How to go viral
This is the tricky part. To get TikTok’s attention, your product or service needs to have a distinct ‘thing’, i.e. what is your unique selling point? For Martinelli, their ‘thing’ is packaging that sounds like biting into an apple. For Aztec Secret’s Indian Healing Clay Mask it was the testimonial of over 3 million users who said they believed the product when mixed with apple cider vinegar, magically erased their acne.
Regardless of what your product’s ‘thing’ is, there is one thing that will always get attention on the platform, and that is beautiful and environmentally friendly packaging. The hashtag #packaging has over 46 million views, and #unboxing has 1.9 billion (yes, billion with a b) views.