This month, TikTok hit 1 billion monthly active users. As the video-centric social media platform continues to grow, marketers must find creative ways to engage audiences of all demographics. We tapped influencer marketing leaders Deanna Ritter, managing director of Be Social, and Lucy Robertson, Account Director of SEEN Connects to learn best practices for creating an authentic, high-performing TikTok strategy. 

The takeaways:

• The user base on TikTok is increasingly diverse in age, and no longer just Gen Z or millennials
• 75% of consumers are more influenced to shop via social than before the pandemic, and the hashtag #TikTokMadeMeBuyIt is becoming an e-commerce force
• TikTok users see a piece of branded content an average of 11.4 times before converting
• Define your purpose: what do you provide your audience? Think of yourself as a resource for your audience (whether that’s health, style, beauty, etc.).
• Define your audience: identify 3-5 niche audiences of who you are creating content for (you could ask your followers what they want/don’t want to see
• Engage with like-minded creators, whether that’s leaving comments or collaborating with them
• Be consistent with your quality, post cadence and main content pillars
• Don’t be afraid to experiment with new tools, different types of content (if you usually focus on fashion, try a beauty or home post)
• Utilize resources from TikTok for creators (analytics, creative portal with tutorials, strategy ideas, best practices, etc.)
• There are many shoppable opportunities: 
  • Shopify (shoppable product links that make it easy to purchase)
  • Livestream - link out to a product, i.e. a makeup brand having an influencer doing their make up live and people can shop that while they are watching (this has to be with the right partner to feel real and not salesy)
  • TikTok offers various shoppable ad formats as well
• Authenticity is key on TikTok, and it’s a main part of the platform’s ethos. As such, brands should engage creators that are aligned with their own ethos, and give them creative freedom to make content (instead of overly prescriptive briefs that feel salesy)