Succeeding as an Influencer – Tips from Successful Swiss Influencers

Having had the opportunity to speak with multiple successful Swiss influencers, Kingfluencers complied their top tips, along with an influencer best practices checklist. Our featured contributors are: 

  • Antonella Patitucci, Actress, Presenter, Coach, Content Creator
  • Steven Epprecht, Founder @ Strategy Leaders, Consultant, Content Creator
  • Younes Saggara, TikToker & Creator, Morning Show Host @ Virgin Radio Switzerland
  • Loredana and Kilian, Content Creators known as Saturday & Sunday
  • Carly Réveil, TikToker, Creator & Comedian

Put the Work in and Be Passionate

First, we asked our influencers what the most important requirements are to being an influencer, which included, being passionate as well as putting the work in. Steven noted that it looks easier than it is. Be passionate about your main topic on your account and let your community be part of that. 

Carly said, The magic formula is determination. You should not go there at random, but know the trends and your community.”

Younes’ recipe for being a successful influencer is, “Just be yourself, be open and it’s better to be funny than arrogant because this leaves a better impression. There are many who are trying to be serious and professional but sometimes people prefer if you are not that serious. It seems much more authentic.”

For Loredana and Kilian, not seeing yourself as an influencer is important for success. “We are just a normal family, with the small difference that we share our lives with a lot of people online. 

At Kingfluencers, we’ve noticed that successful influencers are genuinely passionate about their topic. Letting that enthusiasm shine through attracts audiences, contributing to their success.

Pick the Right Platforms

Kingfluencer’s recommends selecting which channels to be active on, taking into consideration different media types, then having a strategy to be present there. “I speak a lot and I know my community likes to listen,” said Antonella.

Loredana and Kilian use TikTok because it’s a hugely creative video platform.

“We both graduated with a bachelor’s degree in multimedia production, so we find this platform one of the most exciting. Meanwhile, however, Instagram has also introduced Reels (copy of TikTok), which we also love to do. We love the Stories on Instagram and our viewers like being so close to everyday life.”

Create Value for Brands

Influencer marketing has proven to be an efficient way for brands to reach target audiences while achieving best-in-class ROI figures. Kingfluencers supports brands in leveraging this powerful tool to get even closer to consumers. We asked our influencers about their specific approaches to creating value for brands.

Antonella said, “In creating value for brands, the first and most important is that it’s a match. You have to use the product. I believe all the people in my community could feel if I just did it because someone offered me money or if I really use the product.

– Antonella

“The value is in telling your own story and putting emotion behind it. Give the product a face and so people can relate. Share your unique story and opinion. A product alone is a picture, but with you and your story, it’s like a movie.
– Antonella
“Also, have longer-term collaborations rather than making just 1 or 2 posts. Brands get the most out of campaigns when they’re a longer-term partnership instead of one-offs.”
– Antonella
“The most important benefit an influencer has for brands is that we can reach our community on an emotional level, which can be difficult for brands with traditional media campaigns.
– Steven

Influencer stories are a credible way for brands to communicate, and influencers can serve as real brand ambassadors. We give the brand a different approach, rather than copying and pasting the media and marketing strategy to another channel.”

Loredana and Kilian recommend, “Talk about goals with the partner. To make campaigns interactive and gripping, we think first and foremost about the expectations and wishes of our viewers. The focus is on the added value for viewers.”

Safeguard Authenticity and Engage with Your Community

Another commonality of successful influencers that Kingfluencer’s has observed is building a relationship with their community. Your community wants to somehow be part of your life, so interact and engage with them, which also helps build trust and credibility.

All of our influencers recognize the importance of staying authentic, which includes only doing campaigns for products they actually use.

Antonella added, “Be yourself, stick to your opinion. If you make a mistake, apologize, and change your opinion. I was against TikTok at the beginning and I made an official statement that it’s shit and just for kids, and I made fun of it. But TikTok approached me and wanted me to do it. I looked at the statistics and saw that the audience is older than I thought. I researched and changed my opinion, I wrote in the caption, ‘First I hated it, then I laughed, now I’m copying.’ Then you stay authentic, but you have to be honest, and share with the community, even your mistakes and ups and downs.”

Younes advises, “You should not forget that you earn your money because of your followers. So always interact with them.”

What Responsibilities Do Influencers Have?

Younes suggests influencers make the internet a better place by supporting one another. “Also, be aware that you are a role model, whether you like it or not. You have to be aware of the consequences when you don’t act correctly.

“Now, when I see especially young kids follow me and see me as their role model, it’s like a wake-up call for me to be conscious of what I post and how I act. Especially now, for the younger generation, influencers are the new stars.”Always think before you post something. You don’t know what people are going through at the moment. Always be open in general and open for new things/ideas, especially if someone has a different opinion than you.”

Steven added, “If I collaborate with a brand, it’s crucial that I can stand behind the product, and it’s not just for the money. There are people doing it like that, which contributes to the negativity about influencer marketing.

I have a responsibility towards my community. It’s like a relationship with a friend. I consider if I’d recommend this to my mom or a friend. They trust you and you have credibility and shouldn’t play with that, otherwise it won’t work out in the long run. Only do what is you.”

The Conscious Influence Hub (CIH) is a non-profit NGO that encourages conscious behavior in influencer marketing. Working together, Kingfluencers and the new CIH recently launched a new Code of Conduct for influencers which supports them in acting with respect, empathy and transparency. 

The Concern of Fake Followers

Most influencers don’t consider fake followers to be a problem. Loredana and Kilian said, “I think you can recognize the real online personalities very quickly if you take a closer look at the profiles.” Younes agreed that it’s easy to tell if someone has many fake followers.

Carly, on the other hand, replied, “I am very afraid of fake followers. It messes up the stats. I prefer few real subscribers rather than several fakes.”

Kingfluencers advocates that influencers and agencies work together to keep the industry clean, for example, by establishing guidelines, monitoring stats, and only engaging in legitimate organic growth strategies.

Move with Marketing Trends

It’s important for influencers to move with the trends, including interactivity. Social media enables consumers to get more involved and interact, resulting in trends like brands hosting polls or soliciting consumer feedback on issues such as new product development. Employees using social media can also serve as brand ambassadors.

Social media platforms are continually releasing new features like live emissions during which consumers can make purchases. Kingfluencers recommends that brands and influencers alike consider using these cool new features to engage audiences and provide what they like. 

What Not to Do

Loredana and Kilian suggest not to:

  • Cooperate with a partner just because they pay a lot of money
  • Only post advertising content
  • Constantly change partners. E.g., a new car every month. No one has a new car every month, that’s not real. That doesn’t do anything for the partner or their own channels.

Younes finds it very annoying when influencers flood their stories with discount codes.

Influencer Best Practices Checklist

  • Be passionate about your main topic
  • Find out what kind of influencer, select your channels, and stick to your decisions (as long as they make sense)
  • Interact and engage to build a relationship with your community
  • You have a responsibility to your community. Treat it like a relationship with a friend.
  • Remember you are a role model, whether you like it or not
  • When promoting brands, tell your own story and put emotion behind it
    • Don’t just copy and paste the brand’s marketing strategy
    • Keep the focus on the added value for viewers
  • Be authentic, maintain trust and credibility – only promote brands you truly stand behind
  • Always interact with your followers
  • Aim for long term brand collaborations
  • Be yourself & stick to your opinions 
  • If you make a mistake, acknowledge and apologize

Author: Megan Bozman, Owner @Boz Content Marketing

The Evolution of Social Media Part II – Battles for Platform Dominance

In the Evolution of Social Media – Part 1, we looked at the established giants as well as emerging players. In part 2 we’ll cover the various fronts in the ongoing battles for dominance. 

Change is the only constant in social media. We realize that by the time we finish proof-reading and uploading this article, things will have changed. For the brands and content creators, this means new opportunities emerge often, such as new platform green fields to earn followers. New challenges also pop up, like the need to climb learning curves. Don’t forget to follow us on LinkedIn and Instagram to stay up to date.

Explore New Platforms & Stay Open-Minded

Just because a platform is the latest and greatest, doesn’t mean you have to jump on it. On the other hand, just because it’s new and trendy also doesn’t mean it’s a passing fad for kids and you should ignore it. Among constant change, some things remain prevalent, such as ongoing growth of total users. Even with such growth, each social media platform must still compete with the others for users’ time and attention. 

Stability Followed by Volatility

The oldest established giant, LinkedIn, officially launched in 2003. Facebook launched next in 2004, followed by YouTube, Reddit, Twitter, and finally Instagram in 2010. The platforms innovated, such as both Facebook and Instagram launching live video streaming in 2016. But overall, the social media landscape remained stable for several years – that is until TikTok became available worldwide in 2018.

In the end, all the platforms want eyeballs – more eyeballs and for longer – since that drives more revenue. We’ve broken it down into 5 important specific battlefronts in which leading platforms are currently trying to take the leader position.

1. Battle for Innovation

When I envision a “battle,” I think of opponents facing one another, each trying to outperform the other. But social media platforms competing to innovate are most accurately described as spying on one another and chasing behind. A consistent trend among social media platforms is to copy good ideas. 

  • SnapChat is known for FOMO-inducing content which disappeared, then Instagram launched “Stories,” described as a Snapchatty feature.
  • In April 2016, Facebook launched Facebook Live, a live video streaming service. Instagram launched live video November 21 of that same year.
  • TikTok is credited with having taken advantage of Vine’s departure. Vine was a very similar app which eventually fell due to difficulty monetizing videos.
  • Instagram released “Reels” in 2019, described as a direct competitor of TikTok. 
  • On 25 Feb 2021 Twitter announced paid Super Follows, which let users charge their followers for access to additional content. Other platforms with direct creator payment include Facebook, YouTube, and even GitHub.
  • “YouTube Shorts,” considered to be a rival offering to TikTok, launched in the US on 18 March 2021
  • Launched in late 2018, “Lasso” was widely regarded as Facebook’s TikTok clone. However, Facebook shut it down after only a year and a half, making that a swift surrender.
  • Twitter Spaces is a “Clubhouse-like” live audio feature

Getting dizzy yet? These are just a few examples but there are countless more, and new examples are appearing ever faster and more frequently as time passes and competition in the social media landscape sharpens. 

Whatever new functionality and user experience any social media platform launches, they can expect copycats. Still, there are fresh approaches, such as Facebook leveraging the Oculus VR platform to beta-test a virtual world that allows people to explore, connect with others, and play games.

2. Battle to Capture Creators

Content is still king. Each platform would be nothing without creators sharing content that draws users. For example, my favorite local gourmet deli only posts their specials on Facebook. For that alone, I must keep my account. No wonder Facebook has been focusing on the small and medium sized business segment to sustain current and future business revenue and growth. 

Creators are key to success in the social media world, since their unique, engaging content gets audiences hooked longer and coming back faster and more often. Recognizing this, TikTok was strategic at recruiting and compensating content creators. “TikTok has recently created a $1 Billion Creator Fund. This money will be paid by TikTok directly to its creators in an effort to further solidify its relationships with influencers.” TikTok describes an additional creator bonus, “The LIVE gifting feature allows viewers to show their appreciation to their favorite creators by sending them virtual gifts which will be taken into account by us in the calculation of the reward for the creator who is hosting a LIVE stream.”

TikTok’s algorithms also serve users the content they like, whether the platform makes money from it or not. Whereas on platforms like Instagram it might be more difficult to grow one’s audience as the platforms algorithms seem not to favour content creators to the same extent as others do. The expectation is that we might see changes in this positioning from Instagram in the future however.

Twitter announced paid Super Follows, which let users charge their followers for access to additional content. Kayvon Beykpour, the head of consumer product at Twitter, stated, “For Super Follows, our goal is not for Twitter to make money. Our goal is for creators to make money.” 

Described as an “answer to Substack Local,” Facebook will spend $5 million paying local reporters to join its news platform in an effort to maintain a strong content flow and appeal to the content consumer. 

Digitalisation has been speeding up the rate of content consumption by users and at the same time content shelf life is ever shorter. As a result all platforms and media providers are experiencing this ever growing need for content and thus the content creators who help provide it, and as such are experimenting in how to establish a strong creator pool and sustainable content flow.

3. Battle for Engagement

Among the 4 key reasons TikTok will grow and broaden its appeal in 2021, it’s the easiest platform algorithm for users to train to feed them content they love. Additionally, TikTok users are also 31% more likely to engage with brands than users of other platforms.  

“TikTok’s average monthly time spent per user grew faster than nearly every other app analyzed, including 70% in the US and 80% in the UK – surpassing Facebook. TikTok is on track to hit 1.2 billion active users in 2021.”

Engagement is the new currency. Although engagement on its own might not be 100% key for users, it does indicate the degree to which users like the content and thus how the platform is succeeding in delivering content that users appreciate. In turn, this will be a driver of long-term success.

However, for brands the story around engagement is a little bit different. Engagement is one of the main metrics a brand should measure to evaluate the success of its marketing efforts. More engagement means more people have actually taken the time to absorb your content and who have thus heard your brand’s message. Therefore, the platform that provides more engagement becomes more interesting to invest time and effort in from a brand perspective. 

4. Battle for Spending and Social commerce

Platforms want both consumers to make purchases and brands to spend advertising money. Of course, these objectives are inextricably entwined, since the latter won’t happen without the former.

Many platforms are actively courting brands and helping them succeed. TikTok launched new tools to help SMBs use the platform to their advantage, including new promotions, ad tools, and education sessions. A TikTok announcement on May 4 states, “Business owners can also share their experience and give us a peek into their world. From packing orders and behind-the-scenes tutorials to business advice and motivation for the tough times, we are excited to see more business owners and their supporters interact with each other on TikTok.”

In the summer of 2020, TikTok gave small businesses $100 million in ad credits and launched TikTok for Business to help them connect with communities.

Facebook has been betting on small and medium sized business (SMBs) to drive growth and revenue generation. In late 2020, Facebook launched a “Season of Support” initiative which included free training, marketing support and insights to help small businesses capitalize on the holiday shopping season. The program also included support for Instagram.

70% of consumers search for products they need to buy on Instagram and Facebook. More than 50% of Millennials would buy through social media, figure that rises even faster for generation Z consumers.”

An even more important evolution is the growth of social commerce. Social commerce capabilities are another way platforms are working to help businesses drive revenue, as well as generate revenue for themselves. In 2021, 52% of socially-engaged shoppers have already made one or multiple purchases through a social platform. Instagram and Pinterest provide the most relevant social commerce experiences for brands today, but Facebook, Snapchat, and TikTok are all expanding their offerings rapidly, investing heavily to try take the lead and capture a bigger share of this rapidly expanding business model, with (online) shopping expected to shift increasingly towards social commerce in coming years. Social commerce capabilities and features are evolving and advancing fast as a consequence. With Instagram Shoppable posts, you can sell products directly from shoppers’ feeds. “TikTok has invested more heavily in commerce capabilities, recently introducing tie-ups with retailers including Walmart that allow consumers to purchase products without leaving the app.” Social commerce accounted for about 44% of Southeast Asia’s $109 billion e-commerce market last year, according to Bain & Co. Meanwhile the number of US social commerce buyers accelerated 25.2% to 80.1 million in 2020 and will grow another 12.9% to 90.4 million in 2021. Total US social commerce value is expected to be over $ 36 billion in 2021. 

5. Battle for Screen Time

While platforms must continue to compete with one another for users, they’ve collectively succeeded at winning over traditional media. Time spent on mobile devices now actually surpasses time spent watching TV. According to App Annie’s State of Mobile 2021 report:

“The average American watched 3.7 hours of live TV a day, whereas they spent 4.0 hours on their mobile device in H2 2020.”

Of course, competition remains, such as the current battle to dominate audio streaming. 

So, What Next?

While these developments can be fascinating to observe, it’s tough to stay up to date when things change fast.
Following Kingfluencers can help you stay current.


Author: 
Megan Bozman, Owner @Boz Content Marketing

Don’t Make Counter-Productive Marketing Decisions in Summer! 10 Tips for Summertime Success

We don’t advocate working nonstop. Vacations are healthy and beneficial, and all workers need a break. But that doesn’t mean your brand should stop your efforts in social media and influencer marketing over the summer. Brands can continue to stay active during vacation times with some advance planning, staggering of employee vacations, and support from outside agencies or specialists. 

In this article we’ll address why it’s so important along with top tips for summertime success.

Users Connect and Engage More During Holiday Travel and Leisure

Social media engagement can be cumulative, and often builds on on-going momentum. The more you invest in good social media content, the more followers you earn, and the more engagement your brand can achieve. Unfortunately, it can also work in the opposite direction. If you stop engaging with your audience while your entire team takes a break, the other brands will fill the gap you’ve left in your audience’s feeds. Building your brand’s reputation is a long-term continuous effort and interruptions can make it harder to pick up again later and remain at the same level of impact.

It’s also worth remembering that, for those of us who are B2C marketing professionals, social media marketing is part of our work. But your audience engages when they’re shopping or enjoying themselves, in their free time.

Your work efforts = your customers’ leisure time.

A study from Sprout Social suggests that during holidays, consumers are significantly more likely to connect with brands through social media.

Don’t Miss Opportunities to Inspire

If you’re in the hospitality industry, we assume you don’t need us to tell you that your summer holidays aren’t a time to pause your social media efforts. In addition to researching and planning vacations, consumers use social media for inspiration on a variety of purchases, from travel and hospitality services to fashion, accessories and even certain electronics. 

Opportunities abound. According to Facebook insights, social posts increase by almost 30% in summer time. In fact, posts including the word ‘travel’ have been shown to spike by 46%.

Our always-on society never closes for business. And while overall technology use may decline in the summer, smartphone use increases, as does user social media activity. July and August are a good time to capture customers’ attention with compelling offers or simply to reinforce your brand image or boost product / service awareness. We think it’s also pretty safe to assume that there’s a good reason Amazon’s Prime Days are in late July. Consumers are more apt to purchase when they are relaxed and don’t feel stressed or rushed. For brands in most sectors it pays off to take advantage of these opportunities.

Top 10 Tips to Developing Summer Campaigns

Now that we’ve covered the why of summertime campaigns, here are some tips for success.

  1. Get Consumers Engaged Before Summer Travel and Leisure Time

For many brands, it can be advantageous to develop a summer journey campaign, with the payoff either near-term during summer months, or building momentum towards fall. Not doing so or dropping the ball can lead to loss of business over summer and the rest of the year. This is obvious in sectors like travel, leisure, and hospitality. It’s also important for businesses like homeware and gardening, fashion, and many others to get ahead of the curve in order not to lose out. If you want to push this a little further you could also start a new loyalty program to get consumers excited for the foreseeable future. A continuous communication and nurturing effort often pays off most.

  1. Run Summer-Themed Social Media Contests

Create contests like “share your best summer experiences,” and give consumers reasons to follow you throughout the summer. Austen at SocialToaster shared some great contest ideas:

  • “Captioning an image or video
  • Posting a fun word puzzle (scramble or anagram)
  • Asking your customers to fill-in-the-blank
  • Have your audience guess the context around an image”
  1. Make It Relevant to Your Audience

First, take the time to understand your audiences’ summer cadence. Consider how your product or service benefits them during this time and provide them with specific ideas and actions.

  • Video tutorials featuring recipes and home decor ideas for outdoor entertaining
  • Demonstrate the use of your product while traveling, such as a fashion brand that can be hand washed, then dry quickly on a hanger in a hotel room
  • Show how time spent in a rental car, plane, or train traveling to a vacation destination is more fun with unlimited, commercial-free streaming music, podcasts, or audio books

Another very effective way to make content and campaigns more relevant and appealing is the use of user generated content (UGC). UGC humanizes your brand and creates a sense of fun. It’s also proven to perform much better than brand created content. Consumers are 2.4 times more likely to say user-generated content (UGC) is authentic compared to brand-created content for example and they engage a lot more with it. One way to achieve this is for example by stimulating people to share their experiences or favorite purchases in the format of images, short videos and reviews in a fun and creative way. Contests, challenges, and rewards can help to get people to share more.  

  1. Focus on Influencer Marketing

With more leisure time, consumers spend even more time on social media and, in turn, engage more with influencers. Summer is the perfect time to experiment with IM if you haven’t done so before. Influencers are also inspired during summer, and IM lets brands leverage that excitement around holidays, events, food & drink, seasonal trends, and travel destinations.

Audiences are ready to consume more social content and are consequently more receptive of marketing and sponsored posts. This means that not only do creators have even more reason to keep up a steady stream of posts, brands do too.

In Switzerland 65% of consumer follow influencers with the vast majority of consumers stating that they seek for influencer posts for inspiration on what to purchase.

Are your products targeted to specific audiences? Then don’t forget to include micro-influencers in your influencer strategy as they have dedicated, niche audiences who are specifically interested in their content and lifestyle. Typically, their followers are highly engaged, dedicated and ready to act on their recommendations, basically providing access to a pre-activated pool of potential customers for your brand.

  1. Create Seasonal Content for Travel, Leisure, etc.

Encourage ongoing engagement by “summer-izing” your content. Use fresh themes related to fun summer topics such as swimming, travel, and cooking and eating outdoors. For the hospitality industry, current photos will naturally show people eating outdoors in warm weather, but services like car rentals can make a point of featuring happy families en route to leisure destinations. 

Give your content engaging summer visuals and consider updating your cover photo as well. Seasonal summer-themed content will also make people connect more with the content during those months as it will seem more on-point and time-relevant.

  1. Switch on Shopping Functionality

After creating beautiful seasonal product imagery, make it even easier for your customers to buy by promoting on social media, such as through shoppable posts. For example, on Instagram, you can tag products the same way you can tag people, so users can tap a post they like and see the product name and price pop up. They are able to click through to the product page on your online store, and purchase via the shopping cart in the usual way.

  1. Promote Posts

Warmer weather can bring about warm emotions and positivity in people, and according to the Journal of Consumer Psychology, summer positivity extends to consumers’ thoughts of products. Consumers who ignored or disregarded a product during the colder months may be more open to trying it during the summer, leading to increased consumer spending during the summer.

By using sponsored posts, you can get in front of more prospective new customers and bring some of that warmth to your own brand.

  1. Offer a Limited-Time Promotion

Make use of FOMO by offering limited-time promotions such as two-for-one, 10% off new orders, or free shipping. You can create a discount code that can be shared in both organic and sponsored posts. Create a sense of urgency by highlighting the time limit.

  1. Take Advantage of Social Media Retargeting

Retargeting allows you to serve ads to people who’ve previously visited your website or used your mobile app. It’s a handy strategy that enables marketers to reach an audience that has already shown some level of interest, making your ads more efficient.

According to Facebook summertime content sharing on the platform through mobile devices increases by 26% over other seasons. The increase for video content is even higher at 43%. With retargeting, you can take advantage of the increased time on social media.

  1. Use a Content Calendar and Scheduling Tools

Having posts and promotions completed, approved, and scheduled in advance is a great objective, but we realize it’s difficult to consistently achieve. Now in the spring might be an ideal time to plan ahead, so you can simultaneously take advantage of summer opportunities while taking time off and relaxing.

Use tools like HubSpot, Hootsuite, Zoho, or even just spreadsheets to keep your team organized. That way when staffers go on holiday, an agency or their remaining colleagues can keep moving without missing a beat.

Bonus #11: Mix and Match

There is no one size fits all approach. Every organization, sector, and target community is different and for that reason it is important to find the ideal mix that works for your brand and yields the most benefits. The 10 tips above can easily be combined, for example in the following way:

If you need assistance getting started with your summer social media activities or influencer marketing, expanding your existing campaigns, or just handing off the work so you can relax on the beach, you can always work with flexible full-service providers like Kingfluencers to make it happen successfully.

Author: Megan Bozman, Owner @Boz Content Marketing

TikTok in Switzerland

According to Statista, TikTok’s user base in Switzerland amounts to around 1.7 million users in 2021 and is growing fast. The platform is known to be the place for brands to reach and connect to Gen Z audiences. We’ll cover best practices and what successful brands are doing.

What is TikTok?

Considering TikTok was the most popular and most downloaded app globally in 2020, and so far in 2021, you’ve probably already heard of it. TikTok was originally released in the Chinese market in September 2016 and became available worldwide after merging with another Chinese social media service, Musical.ly, on August 2, 2018. As the world’s most downloaded app in 2020, TikTok is available in over 150 countries and has over 1 billion users. TikTok users are younger, with 60% being Gen Zers. About one third, 32.5%, of U.S.-based TikTokers are 10-19 years old.

TikTok has been strategic in recruiting and compensating content creators, knowing that they’re key to the success of any platform.

TikTok has recently created a $1 Billion Creator Fund. This money will be paid by TikTok directly to its creators in an effort to further solidify its relationships with influencers.

TikTok’s Swiss Audience

The Swiss “import” most of the content they consume. Swiss creators account for only 23% of all video views in Switzerland.

Why TikTok for Brands?

TikTok empowers brands to communicate with younger generations in a way that captures their attention: through creative short videos. TikTokers are highly engaged. 

Some good news is that the high engagement rates include brands as well. Incoming engagement on brands’ social posts has increased during the pandemic, and TikTok users are increasingly active when interacting with brands online. The following average increases have occurred across all networks and industries:

  • 44 more engagements received per day
  • 7.3 more engagements per post per day

TikTok users are also 31% more likely to engage with brands than users of other platforms. 

TikTok‘s unique algorithm allows it to tailor content to the users‘ preferences in a detailed and accurate way. Among the 4 key reasons TikTok will grow and broaden its appeal in 2021, it’s the easiest platform algorithm for users to train to feed them content they love.  

Some excellent news is that not only are people present and active on TikTok, they’re not shying away from ads. According to Adweek,

Fortunately for advertisers, Gen Z doesn’t mind being advertised to—as long as campaigns demonstrate inherent entertainment and brand values they can get behind.

Not a day goes by that TikTok isn’t in the news. TikTok is also growing substantially, having grown 37.5% in the year 2020. The social media powerhouse is constantly releasing new features and functions.

What Can Brands Do on TikTok?

TikTok is the new battleground for the hearts and minds of consumers, now and for the future. While the platform may be particularly popular with a younger audience, brands of all kids are still striving to connect, including Porsche. 

TikTok is also the first digital entertainment platform to sponsor the UEFA EURO 2020 European Football Championship. “TikTok is looking to cement its position as the home for football fans to share their passion for the game, following a number of football clubs across the world signing up to the platform and creating content for its fans.”

For brands looking to connect and engage on TikTok, many of our social media tips apply, such as:

Keep it relevant

Make campaigns interactive

Prioritise the human

Display your values

How are Brands Getting Creative on TikTok?

For brands which are inherently visual, such as fashion or makeup, coming up with ideas for posts can be straightforward. But what would a bank post? Well, PostFinance, one of the largest banks in Switzerland, which belongs to Switzerland’s national post service, has found success on TikTok. They share a mix of funny home office videos and short videos showing their services. PostFinance has also shared many HR marketing videos, displaying their work environment, which should help position them as a sought-after employer. 

Ceylor Switzerland, the most popular condom company here in Switzerland, uses humor accompanied by current, pop music to inform the public of the importance of always practicing safe sex. This creative brand makes posts that are clear to non-German speakers that there’s no reason to avoid using these condoms because they might be too small.

How Can Brands Drive Conversions & Sales on TikTok?

In a recent study, about half of users said they discover new products through advertisements posted by a product or brand.

A large audience is great, and a large, engaged audience is even better. And best of all when the platform makes it easy for that audience to act and convert to customers within the platform <- That’s a formula to surpass other leading social media platforms.

The platform is investing heavily in its social commerce and features to help brands advertise. The TikTok Pixel, a small piece of code that you place on your website, helps you find new customers, optimize your campaigns and measure ad performance.

On 27 October, 2020, TikTok announced a global partnership with Shopify, an e-commerce platform for online stores and retail point-of-sale systems, to help merchants create and run campaigns geared toward TikTokers. The partnership makes it easier for Shopify merchants to tap into the creativity of the TikTok community, be discovered, and optimize their marketing campaigns.

Some Surprising TikTok Trends

While TikTok’s largest demographic is Gen Z, older users are becoming increasingly active. TikTok shared new data on this growing trend. “Every day, millions of parents, teens, grandparents and in betweens come to TikTok to share snippets of their day-to-day life. Here’s what’s unique: often, the whole family participates together—even teens don’t shy away. It used to be a challenge getting everyone to sit still for a photo; now we see perfectly choreographed dance routines from the whole family, including grandma.”

TikTok also notes that parents are sharing “tips, tricks, and in-depth knowledge.”

How Can Brands Get Help? Kingfluencers’ Full-Service Approach

We are here for you – from strategy to execution and optimization, including: 

  • TikTok influencer marketing
  • TikTok ads/performance marketing
  • Social commerce optimization

Kingfluencers makes great brand + influencer matches, drives successful campaigns such as Joung Gustav posting for Samsung Switzerland’s #Samsungs21 campaign, achieving 346K views. Mimoza Lekaj shared a fun dance video for Dosenbach, retailer of trendy shoes, accessories, and budget-friendly sportswear, reaching 54K views.

#Samsung21 Campaign

Author: Megan Bozman, Owner @Boz Content Marketing

How to Use Social Media to Connect & Engage

Sharing content is a core component of social media use. There’s certainly nothing wrong with posting selfies, but ideal use of social media involves building a relationship with your communities. Here are top tips for using social media to connect and engage.

Know your Audiences & Where to Find Them

There is no one “best” platform, influencer, or campaign format. You must invest time in researching options and making the selections that best help you achieve your objectives. Accurately identifying your target audience is a critical first step, followed by determining the best platforms for reaching them. Check our previous blog post about the evolution of social media platforms here.

For younger people interested in dance, TikTok is a given. 60% of users are Gen Zers and the two most followed TikTok accounts are young dancers.

Keep It Relevant

Consider what most of the users are doing on that platform. Your chances of successfully engaging increase if you provide the type of content audiences on the platform are actively seeking and consuming, such as video gaming on Twitch. The platform has over 9 million active broadcasters and all of the top 5 are gamers.

Drive relevance even further by segmenting your audience within each platform. For example, on Facebook, you can generate a custom list of people who have previously messaged your business and reengage prospects that have fizzled out.

Make Campaigns Interactive

Social influence marketing provides an agile, real-time communication channel with consumers. When doing IM, like social media in general, brands should engage with consumers and aim for effective two-way communication. Too often brands push out a stream of content to their audiences without bothering to also listen. But interactive campaigns lead to increased engagement, brand advocacy and likability, as well as more conversions and better customer loyalty.

Social media provides brands with the unique opportunity to make campaigns interactive and collaborative. You can turn campaigns from brand monologues into conversations by encouraging participation and interaction, as well as incorporating user-generated content. The close connection influencers have with their communities is ideal for engaging audiences in conversation and making campaigns interactive. Influencers can generate interaction in various ways, including:

Challenges

Contests

Polls

Q&A Sessions

Leverage the Latest Technologies

Technically, the concept of virtual reality (VR) isn’t new, but with the release of the Oculus Quest in May 2019, it has expanded in popularity. VR can enable people to interact with others across the globe, which is particularly important considering the ongoing need for social distancing. Facebook is leveraging the Oculus VR platform to beta-test a virtual world that allows people to explore, connect with others, and play games

Additionally, Augmented Reality (AR) is even more accessible, since it doesn’t require additional hardware beyond a smartphone. AR filters can be used to encourage fan interaction and promote new products. 

For example, popular chocolate brand Kinder’s “Jump into Africa” campaign enabled consumers to discover animated 3D safari animals while in the aisle of Tesco supermarkets in the UK.

Stay Up to Date on Your Chosen Social Media Platforms

Be sure to stay up to date on the various offerings of social media platforms since things change fast. Following Kingfluencers can help you stay current. For example, on 25 Feb 2021 Twitter announced paid Super Follows to let you charge for tweets. “YouTube Shorts,” considered to be a rival offering to TikTok, launched in the US on 18 March 2021.

“The YouTube Shorts product itself was first introduced in September and has been beta testing in India over the past several months, where it has since seen adoption triple.”

And TikTok has launched “TikTok For Business,” providing tips such as info on various elements of brand-building, including notes on creative elements, ad strategy, and key trends. Among the tools for brands is TikTok Ads Manager, a simple, self-serve tool where you can create and launch your ads directly into the TikTok feed.

Prioritize the Human & Use Stories

Human interest stories help the audience relate to your brand and drive engagement. Show people using your product, rather than photo or videos of the product alone. Stories can be powerful in creating emotional connection with your brand and driving purpose. A SocialInsider study found that images in Stories have a 5.65% higher tap-forward rate than videos. Imagery of people using your product within relatable situations can help users connect. Those humans could be hired actors, paid influencers, or happy customers – all of which are beneficial.

Consumers are 2.4 times more likely to say user-generated content (UGC) is authentic compared to brand-created content. Additionally, your employees at all levels are likely advocating your brand already. You should channel and grow that enthusiasm. The people who build your product are highly credible sources.

Humans also like to see human faces. Research published in the Journal of Advertising Research shows, “Ads featuring human faces and ‘face-like’ (i.e., pareidolian) images capture greater attention and preference than other ads in short time lapses.”

Display your Values 

Consumers want to support brands that embody their own values. As written in Inc., Gen-Zers, “want to see authenticity in marketing, including proof and a culture to back up claims of strong company values.” 67 percent agreed that ‘being true to their values and beliefs makes a person cool,’ and they feel the same about brands.

74% of respondents in a Twitter survey want brands to showcase acts of kindness, and 77% feel more positively about brands that try to support society during this crisis.

While it’s tempting to focus on stats such as follows and likes, remember that engagement is a two-way street. Interacting with your community also helps build trust and credibility. 

Follow Kingfluencers for more tips on making your social media campaigns engaging.

Author: Megan Bozman, Owner @Boz Content Marketing