Do I Really Need to Be on TikTok?

Umm…no. No, you don’t. I’ll just open with that.

That said, TikTok is as valid a social media platform as any other, depending on your needs.

To be honest, I’ve been personally avoiding TikTok for a host of reasons. Because of that, I haven’t really pursued a marketing strategy there.

But I just came across a great article on Social Media Examiner that addresses an important aspect of this TikTopic (yeah, I just did that). I’d feel like a real jerk if I didn’t share, especially after that pun.

Wait, What? And Why?

Ok, in case you don’t know, let’s start with what TikTok is:

• It’s a social media app centered around short videos. Yes, such things are available on Instagram and Snapchat, among others (remember Vine? Periscope? Pheed?). But TikTok is the new multi-billion-video kid on this particular block.
• According to Hootsuite, it’s the world’s 7th-largest social platform. Many sources also count it as the fastest-growing. It’s everywhere and it’s the place where “viral” can really happen. In fact, if you’re on other social media like Twitter or Facebook, you’ve probably seen TikTok videos shared there.
• It’s actually an incredibly creative space. You can find countless genres and sub-genres for literally every taste, and the art is in many cases truly awe-inspiring or mind-blowing. As a non-user, I will still say it’s a lot of fun.

So, for our purposes here, the important thing to keep in mind is the idea of the social media influencer. The most popular creators on TikTok have tens of millions of followers, which is, from a marketer’s perspective, an incredible opportunity for exposure. That’s where the article I mentioned comes in.

The article, a YouTube video, is called “TikTok Influencer Marketing 101 for Small Business.” Even if you’re not that interested in TikTok, it’s highly informative, and I completely believe it’s worth 11 minutes of your day. And if you are even a little curious, presenter and online performance coach Giselle Ugarte walks you through a clear, easy-to-follow, step-by-step process. I’m going to summarize its main points here in case you’d rather avoid YouTube (another completely reasonable position).

How Does This Work?

But the video points out two important facts. First, TikTok watchers are an incredibly engaged audience. Second, there are plenty of TikTok creators at lower levels, with follower levels in the few thousands or tens of thousands. And since we’re already aware that every taste and interest is represented on the platform, that means there may be creators who are the right fit for you and your business.

The first step is to find them. In the video, this actually takes up two steps, but whatever. Ugarte tells us exactly how to go about locating potential partners. It turns out to be not too difficult, but it will take a little patience. Spoiler alert: don’t bother with TikTok’s Creator Marketplace. There are more effective avenues for you to investigate.

Next, you’ll need to approach these creators. Once again, Ugarte offers clear instructions on exactly what to do and almost exactly what to say in this process. (Next spoiler: avoid TikTok DMs.) Her directions use the same kind of precision and clarity that I shoot for in my own work with clients. She makes the process feel accessible and not at all intimidating, especially for a small business. This step is perhaps the most important, and she spends a good chunk of the video explaining how to craft an offer for partnership.

After that, Ugarte goes into the actual terms of a partnership once a creator agrees to work with you. She goes over everything you should include in a contract, from payment and deadlines to content and usage rights. Remember, this creative activity is being undertaken to support your business, marketing, and branding efforts. I really like the way she reminds you to focus on your own brand.

Finally, and in my opinion of greatest interest, is the question of value. While she doesn’t give numbers on how much this might cost, Ugarte does explain why a TikTok influencer partnership might even be more than worth the investment. Overall, there’s a lot to think about here, and much of it can be applied to areas other than TikTok.

The Takeaway

Now, I’m not suggesting you run out right now and find yourself a TikTok influencer to peddle your goods and services. Heaven knows I’m not going to.

At least not right now.

But there’s a lot to learn here, and the video is very easy to follow. As I mentioned, I love this video partly because it speaks my language: it’s clear, direct, and reasonable. If I were to make a video on this topic, it would be a lot like this (although now I don’t have to!). Of course, in a written document we can go into even more detail, but that’s my thing. Ugarte is definitely focused on video, and of course there’s nothing wrong with that. I think there’s a lot right with this particular entry, and I encourage you to check it out.

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