One Strategy to Improve TikTok Marketing Effectiveness: Always Engage (Official Edition)

Jun 10, 2022
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Data shows that audience engagement on TikTok is higher than current mainstream social media platforms. Brands marketing on TikTok are also able to connect with a more engaging audience.

Recently, the official TikTok shared a very implementable strategy in its marketing blog: Always Engaged.

What is always involved?

Always participating is the organic integration of "TikTok native content + paid promotion content + creator cooperative content" , and fully exposed on the platform to mobilize user participation from three aspects.

  • Native content: Brands should create their own content and be actively responsive and represented in the TikTok community
  • Paid Promoted Content: Optimize creatives, promote, and optimize content based on marketing goals
  • Creator Content: Expand the reach of your own content with precise and unique partners

How can always participating improve marketing effectiveness?

01

The combination of native content and paid promotion content dilutes users' distrust of advertising

When users are exposed to both the brand’s paid promotions and native content, the ads are considered less intrusive and don’t interfere with the user’s experience on TikTok.

Additionally, research shows that users’ awareness of the brand increases significantly after being exposed to branded content twice on TikTok. The first time is the brand's native content, and the second time is the advertising content, which deepens the memory of the advertisement and improves the user's participation.

At the same time, such integration can not only improve users' awareness of the brand, but also simultaneously improve the effect of advertising.

Content is more popular, brand recall increases, and brand relevance increases. ROAS (return on ad spend) increased by 2x when native content and paid sponsored content were launched at the same time.

Brand-native content Drive likes and influence with creator content

Reaching target users through creators is one of the most effective levers brands can take on TikTok right now.

This is because on TikTok, no matter what topic or field, there are real creators who become influential people, and they succeed because they are loved by users, and brands can share users' love for them.

The creator stands for authenticity, believability and likability. One-third of users say TikTok inspires them to buy products recommended by creators. Therefore, for brands, choosing the right creators will directly improve the brand’s marketing conversion effect.

In the previous content, we also provided 3 effective methods for "How to Improve the Marketing Effect of Influencers/Creators" , namely:

  • Influencer Screening
  • Target Reds Data Comparison
  • In-depth insight of a single influencer

Image from: Marketing Cloud - FindInfluncer Function

You can click on the image below to see the details of the method.

We recommend using Marketing Cloud, a global social media data marketing management platform that can perform influencer screening, influencer data insight, and single influencer in-depth insight, to select influencers/creators that are more suitable for your brand for cooperation. Through the "comparison" and "data" functions, you can build your own cooperative celebrity database to provide a reserve for effective cooperative marketing.

If you are interested in marketing cloud products, or have any questions about strategies and insights, please contact us for consultation and get professional influencer marketing expert support.

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