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38 TikTok Report Ashwin Chandoesing: Sebastian Kowalczyk: Running (influencer) marketing campaigns on Tik Tok comes with a lot of opportunities and pitfalls and might not be for everyone. Most marketers are attracted by the young audience and the potential to go viral, but there are many other aspects that need to be considered as well. Unlike IG and FB, Tik Tok is predominantly an entertainment channel, the audience follow specific types of content rather than people or personalities. While on IG and FB you can easily find influencers of all kinds that could fit your brand and messaging, with TikTok you have to find the right trend and time. Therefore before we run Tik Tok campaigns with our clients, we always look at the current trends and see if a product or service can fit in well, if not we can still try to start a new trend but the likelihood of success is significantly lower. Above all, the content needs to fit Tik Tok as a platform, which means that content needs to be much more entertaining than on other platforms. Additionally TikTok needs more of a natural fit between product and content than on other social media platforms. Vice president APAC & China at indaHash It’s very important to choose the right creator that matches your campaign. I was once offered to do lip-syncing content for a brand and I normally never do lip-syncing. My content is mostly focused on comedy and dance, so I think that seeing sponsored content that doesn’t match what my followers usually see on my profile wouldn’t be very beneficial for me or for the brand. @sebastiankowalczykkk, 1.9M TikTok followersPDF Image | TikTok Report
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